How to Turn Email Subscribers into Customers | THE CONVERSION PROCESS

I’m going to take you through the email nurturing and sales sequence that we use at Sell Your Service that is absolutely crushing it right now.

In the past, I’ve shown you some other automation sequences but if you would like to sell an email nurture sequence to your customers or use this nurture sequence for yourself, I’m going to literally take you through what is working for us and what allows me to book loads and loads of appointments without me having to touch a thing.

At the start, we have our email subscribers. These are people who are coming in through landing pages or squeeze pages. Maybe you’re giving them a link. Maybe they’re coming in via Facebook ads. It actually doesn’t really matter.

The point is that they’re coming in from all these different directions into your email CRM or your database. What we are going to do now is turn those email subscribers into customers who want to buy from you and are qualified enough to buy from you quickly.

The idea is to make them hyper-engaged but something I want you to understand is in the past, I think a lot of people have talked about nurturing campaigns and sending lots of nurture emails. While that can help, and we will talk about nurturing to an extent, don’t use nurturing as an excuse for avoiding sales.

In fact, you’ll see here that actually the second step is basically to make an offer to them. If they don’t buy then we’re gonna make an offer to them later. You could use something like this with your customers as in to sell to them, and you could actually sell this to your customers. This could be used for products, it can be used for services.

It works particularly well for high-ticket services, which is what I’ll take you through. But the methodologies could easily be adapted into selling a physical product or digital product or training, consulting, website services, and anything in.

5 Categories of Emails

1. Welcome Series

I’m going to presume that you have a squeeze page or a landing page set up, and that you are funneling email subscribers toward your email CRM.

What I like to do is set up a welcome sequence that immediately, first of all, delivers the actual content that they’ve asked for.

The second thing I like to do is then tag them with like the topic, because I can always then go back into that database and see, well, who’s been interested in this particular lead magnet? What are our conversion rates? But that’s just a little bit of admin on my side.

The delivery email is super easy. It is just an email saying, “Hey, you signed up for our escape plan document. Here’s the link. Go ahead and check that out.”

Now, the important thing is that afterward we do a few things.

First of all, we send them a welcome email. Now, in most CRMs we use High Level. By the way, if you want these, you sign up with my High Level affiliate account: HighLevel + Mike Killen Special Offer ( You actually get all of this just pre-written and use my templates.

The welcome email is literally welcoming them to your email list, welcoming them to your company. It tells them a little bit about you. It tells ’em about how you work. It tells them about why you set it up. It There is no sales in it.

There’s also a little bit of like admin, things like we send an email once a day, we have a regular YouTube channel, we have a Facebook group.

Our open rate for this email is super, super high and it gives people a chance to get to know you. It also gets them used to opening your emails, and we will send these emails within about five minutes of each other.

We’ll also set it up whereby if they’re already on our list, they don’t get any of the emails that come afterwards.


What indoctrination means is basically introducing them to our way of thinking. One of the core tenants that Sell Your Service is that you should be able and entitled to make as much money as you want, selling whatever you want so that you can feel like you’re making a meaningful contribution.

We send an email talking about money, beliefs, money habits, and how to have a really healthy money mindset. That’s just another kind of like a blog post, but in the email.

We also send a text if we have their phone number and I also leave a voicemail message. So I actually send them a voicemail message and say, “Hey, it’s Mike here. I’ve seen that you’ve downloaded one of our resources. I’d love to get in touch with you. Is there anything, in particular, I can help with?

Bonus Email

The last thing is I then tell them about a bonus email.

The bonus email essentially says, “Hey, we’ve got this extra piece of training that you’re supposed to get when you download this particular resource. If you haven’t had it come through yet, let us know and we’ll send that over to you.”

Now, the truth is that we actually don’t automatically send that bonus training. We just wanna start the engagement process.

It’s also important to note that this welcome series basically doesn’t change. No matter what you sign up to. You’ll essentially get the same stuff. The delivery email obviously changes, but everything else afterwards is exact, is very, very generic.

2. Capture

I call this capture because someone is more likely to sign up to a call or a sale. They’re more likely to take action the closest they are to the conversion.

If someone opts into a lead magnet or a resource talking about, I don’t know how to make a great YouTube video, they’re more likely to buy a course on how to make a great YouTube video or how to jump on a free 10-minute call to do a one-on-one YouTube channel audit for free.

They’re more likely to take that kind of action because they’re demonstrating that they’re interested. So what I like to do is capture, essentially, I’m trying to immediately, in our case, book a call, but it could be make a sale, make conversion.

There are three really, really simple ways that I like to do this.

Ask a question based around what it is that they’ve opted in

First of all, I like to ask a question based around what it is that they’ve opted in for. For example, “Hey Mike, I’ve seen that you’ve just downloaded the free guide on how to build a YouTube channel. Would you like a free 10-minute audit on your YouTube channel, or would you like me to take a look at your YouTube channel?”

Make a pretty basic offer

The second thing I do is make a pretty basic offer. I essentially make an offer either for the product or for the call or whatever, and I literally say, “Hey Mike, I saw that you downloaded our resources. I’m opening up for a bunch of 10-minute one-on-one YouTube channel audits that’s completely free, no-pitch. Would you like a link?” That’s all I’ll ask.


The third and final thing is I’ll qualify. Now, you might have seen my other video where I talk about qualifying, asking questions. Qualification’s really important.

During the capture process, I will ask some kind of question, for example, let’s say my niche is agencies. One of the first emails that I’ll send you is what type of agency do you run, or what type of clients do you work with? Because I want to know, is this person in my niche or not?

If you work with YouTube content creators and you know that they have to have over 10,000 subscribers, one of the questions you could ask might be, what type of YouTube channel do you have or does your YouTube channel have over 10,000 subscribers?

If they send a yes back to that qualifying question, then it might be worth circling back to this offer of the call or the product. This is all done on automation. Someone will go through this and then immediately go through the capture process as well.

If they don’t convert, that’s when we send them into the nurture sequence.

3. Nurture Sequences

Nurture sequences can be done very, very differently. Everyone’s got a different way of doing them. We send roughly one email per day, and that email does everything from redirecting people to a new YouTube video. It might send them something like a blog post in an email.

It might be a question. There are loads of things that you can do. There are two important reasons why you need to send an email a day.

I always get someone in the comment saying, I immediately unsubscribe to people who send me more than one email. You might do, but you don’t unsubscribe to everyone that sends you one email a day. I know that because email is still our highest ROI of all of our marketing channels.

You check Facebook more than once a day. You check Twitter more than once a day. You go on YouTube more than once a day. Email is exactly the same. Amazon, Facebook, Reddit, all of these guys send you multiple emails per day.

If your emails aren’t valuable then people will want to unsubscribe. But we have found that actually since sending one email per day, our unsubscribe rate has gone down. We are keeping more people on our email list because more people are getting used to seeing us in their inbox, even to the point where we send multiple emails a day.

What you need to understand is that if you feel, “Oh, I unsubscribe to anyone who sends me more than one email. You are not your customer. Stop thinking in terms of what you would do and start thinking in terms of what your customers want. If you give valuable information once a day, wouldn’t you want to read that? That’s why nurture emails are so important.

4. Segmentation

Segmentation is really interesting because we send two types of segmentation emails about once every 10 days, roughly. I send an email, which is basically kind of a provoking email, which sends something along the lines of, “Hey, I’m running some one-on-one case studies this week. Are you interested?”, or, “I’ve just uploaded this brand new resource on how to find your best paying customer.”

It’s almost like a headline or a tag to get people to go, “Yeah, I’d be interested in that.”

If we send something like that about once a day, we get people to manually respond to us and say, “Yes, I would be interested in that.”, and that can still lead to a sale, can lead to a call.

That actually doesn’t really matter. The second type of segmentation that we send is we have a roughly 54-email sequence that essentially takes people through a series of emails.

Don’t make the mistake of thinking that someone will read every single one of your emails. I see people writing these sequential emails going, then you have to read number one in order to understand number two, and they have to read number two in order to get number three, and so on and so forth.

No one’s gonna read every single one of your emails, but we have a long sequence that is essentially just trying to get people on the phone with us. This is essentially saying to people, “Are you interested in solving this particular problem? Are you in this particular market with this particular problem looking for this particular result? If yes is the answer, then we need to have a conversation.”

These are really, really simple. These are things that we’ll send kind of almost testing things. On the other hand, this is designed specifically just to try and get people on a call, and we actually run them both at the same time.

5. Convert

The fifth and final piece is the convert piece.

So you’ve made the offer already. Maybe they’ve been on a call with you, maybe they’ve seen the sales page, maybe they’ve attended the webinar, whatever it is, they’ve made the offer. You’v e segmented them and they’ve said, “Yes, I’m interested.”

You’ve taken them through and you’ve made the offer, but they haven’t yet bought. This piece is then essentially follow-up and we do three core things with our follow-up.

Case Study

First of all, we have case studies. A lot of people say, “Yeah, but I haven’t got any customers, so I haven’t got any case studies.”

Then go out and get some fucking case studies. I don’t understand what that’s so difficult about that.

If you have to do something cheap or for free to get a case study, go out and do it to get a case study. Just get something that you can say to people here’s the results we’ve got for our customers.

Book a Call

The second thing that we do is we book in another call. Now, ideally, If you’re selling via calls, you don’t ever leave them without booking another call. If someone doesn’t buy you book in a follow-up call, right? That’s like the golden rule. In that case, we’ll remind them of the call that’s coming up.

If you sell via making calls, then you need to book in another call. If they’ve almost bought, but they haven’t yet try to get them on a call, right? Try to find out why aren’t you buying now? What would make you buy right now and try to get them on a call to see if you can close them.

Remove the Offer

The third thing we do is we actually remove the offer. So we then put some scarcity in it. We say, “Hey, we’re going to be giving your slot away to somebody else.

This is the overall email sequence that we use both at Sell Your Service and we use with our clients in order to generate more sales for either a high-ticket service all the way down to a mid-level or entry-level product.

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Hopefully, you can see that this is how we turn email subscribers into paying costume. it’s a service that we offer to our customers as well. If you wanna get a copy of it, you can head over to

if you sign up with my affiliate link, we actually include all of this and you can take a look at it and just rip those templates to pieces.

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.