Most agencies treat email marketing as an afterthought. The best agencies use email to nurture leads systematically and close more deals.
Lead downloads your guide. You send one follow-up. Silence.
Three weeks later:
The problem: You don't have an email nurture system.
What top agencies do:
Result: 30-40% of closed deals come from email nurture (not initial inquiry).
This is your complete email marketing playbook for agencies.
Real numbers: Our email nurture system generates $40,000/month in new client revenue. 247 subscribers converted in the last 12 months.
Trigger: Someone downloads your lead magnet (guide, template, checklist)
Goal: Build trust, demonstrate expertise, move to sales conversation
Sequence (7 emails over 14 days):
Email 1: Immediate delivery (automated)
Subject: Here's your [Lead Magnet Name] 📥
Hi [Name],
Thanks for downloading [Lead Magnet]! Here's your link:
[DOWNLOAD BUTTON]
Quick question: What's your biggest challenge with [topic]?
Just hit reply and let me know. I read every response.
- [Your Name]
[Agency Name]
P.S. Check your inbox tomorrow—I'm sending you a bonus resource.
Email 2: Day 1 - Bonus value
Subject: Bonus: [Related Resource]
Hi [Name],
Yesterday you downloaded [Lead Magnet]. Today, here's a bonus:
[Bonus Resource] (template, checklist, video, etc.)
This will help you [specific outcome].
One tip from this resource: [Share one actionable tip]
Questions? Just reply.
- [Your Name]
Email 3: Day 3 - Case study
Subject: How [Client Name] achieved [Result]
Hi [Name],
Quick story:
[Client Name] had the same challenge you're facing: [problem].
Here's what we did:
- [Step 1]
- [Step 2]
- [Step 3]
Result: [Specific outcome with numbers]
Full case study: [Link]
Want similar results? Let's talk: [Calendly link]
- [Your Name]
Email 4: Day 5 - Educational content
Subject: The #1 mistake agencies make with [topic]
Hi [Name],
I've worked with 100+ agencies. The #1 mistake they make:
[Describe mistake]
Here's how to avoid it:
[3-step solution]
More here: [Link to blog post]
- [Your Name]
Email 5: Day 7 - Social proof
Subject: "This changed how we work" - [Client]
Hi [Name],
Don't take my word for it. Here's what [Client] said about working with us:
"[Testimonial quote]"
See more reviews: [Link]
Ready to get similar results? Book a call: [Calendly]
- [Your Name]
Email 6: Day 10 - Soft pitch
Subject: Is [Service] right for you?
Hi [Name],
You've been reading about [topic] for a week now.
Quick question: Are you ready to [outcome]?
If yes, here's how we help:
[3 bullet points about your service]
Let's talk about your specific situation: [Calendly]
If not now, no worries—I'll keep sharing helpful resources.
- [Your Name]
Email 7: Day 14 - Last touchpoint
Subject: Last thing before I let you go...
Hi [Name],
I've shared a lot over the past 2 weeks:
- [Resource 1]
- [Resource 2]
- [Resource 3]
Here's what happens next:
OPTION 1: You're ready to move forward
→ Book a call: [Calendly]
OPTION 2: You need more time
→ No problem. You'll stay on my monthly newsletter (1 email/month with tips)
OPTION 3: You want to unsubscribe
→ Click here: [Unsubscribe link]
Whatever you choose, I hope the resources helped.
- [Your Name]
Conversion rate: 5-10% book a call from this sequence.
Trigger: Someone has a sales call/demo but doesn't close immediately
Goal: Stay top of mind, address objections, close the deal
Sequence (5 emails over 10 days):
Email 1: Same day - Recap
Subject: Great chatting today
Hi [Name],
Thanks for the call today! Really enjoyed learning about [their business].
Quick recap:
- Your goal: [Goal they mentioned]
- Your challenge: [Challenge they mentioned]
- Next steps: [What you agreed on]
I'm attaching:
- [Proposal/deck]
- [Case study relevant to them]
- [Pricing breakdown]
Questions? Call me directly: [Phone]
- [Your Name]
Email 2: Day 2 - Address objection #1
Subject: Re: Pricing question
Hi [Name],
You mentioned pricing was a consideration.
I get it. Here's how to think about ROI:
[ROI calculation specific to them]
Example: [Client] spent $X, generated $Y in return.
Want to run the numbers for your business? Let's hop on a quick call: [Calendly]
- [Your Name]
Email 3: Day 5 - Social proof
Subject: Companies like yours using [Service]
Hi [Name],
Here are 3 companies similar to yours that we've helped:
1. [Company 1]: [Result]
2. [Company 2]: [Result]
3. [Company 3]: [Result]
Full case studies: [Link]
Ready to join them? Let's finalize details: [Calendly]
- [Your Name]
Email 4: Day 7 - Timeline push
Subject: When are you looking to start?
Hi [Name],
Just checking in.
Our next availability to onboard new clients: [Date]
After that, we're booked until [Later date].
If you want to start in [Month], we should finalize by end of this week.
Let me know if you have questions.
- [Your Name]
Email 5: Day 10 - Final follow-up
Subject: Should I close your file?
Hi [Name],
I haven't heard back, so I'm assuming now isn't the right time.
I'm going to close your file, but if circumstances change:
- Just reply to this email, or
- Book directly: [Calendly]
Either way, hope the resources helped. Good luck with [their project]!
- [Your Name]
Conversion rate: 20-30% close after this sequence (on top of those who closed on initial call).
"We added a follow-up sequence after sales calls. Closed an additional $120,000 in revenue in 6 months from leads we thought were dead."
Trigger: Manual send (once per month)
Goal: Stay top of mind, provide value, re-engage dormant leads
Structure:
Subject: [Month] Agency Growth Tips
Hi [Name],
[Personal intro - 1-2 sentences]
Here's what I'm sharing this month:
📘 ARTICLE
[Title]: [Link]
Key takeaway: [One sentence]
🛠️ RESOURCE
[Resource name]: [Link]
What it does: [One sentence]
💡 TIP OF THE MONTH
[One actionable tip in 2-3 sentences]
🎉 WIN OF THE MONTH
[Share a client win or company milestone]
That's it! See you next month.
- [Your Name]
P.S. [CTA: booking link, new service, etc.]
Why it works:
Send: Last Friday of every month at 10 AM
Trigger: Leads who haven't engaged in 90+ days
Goal: Reactivate interest or clean list
Sequence (3 emails over 7 days):
Email 1: Re-engagement
Subject: Are you still interested in [topic]?
Hi [Name],
I haven't heard from you in a while.
Quick question: Are you still working on [problem/goal]?
If YES → Let's reconnect: [Calendly]
If NO → I'll remove you from my list (no hard feelings!)
Just reply "yes" or "no" and I'll know what to do.
- [Your Name]
Email 2: Day 3 - Value offer
Subject: Last chance: [Resource]
Hi [Name],
Still haven't heard back.
Before I remove you, I wanted to share this: [High-value resource]
It's helped [X] agencies [achieve outcome].
Grab it here: [Link]
If you don't want to hear from me anymore, just click: [Unsubscribe]
- [Your Name]
Email 3: Day 7 - Breakup email
Subject: Goodbye (for now)
Hi [Name],
I'm removing you from my list today.
If you ever need help with [service], you know where to find me: [email]
Best of luck!
- [Your Name]
Why it works:
Subject: Quick question about [their company]
Hi [Name],
I noticed [specific observation about their business/website].
Quick question: Are you happy with your current [service area]?
If not, I have a few ideas that might help. 5-minute call?
[Calendly link]
- [Your Name]
[Agency Name]
Open rate: 30-40% Response rate: 5-10%
Subject: Know anyone who needs [service]?
Hi [Client Name],
Hope you're doing well!
Quick question: Do you know any [target customer type] who might need [service]?
I'm looking to work with 2-3 more clients like you this quarter.
If you know anyone, I'd love an intro. Happy to offer [incentive] as a thank-you.
- [Your Name]
Referral rate: 15-20% of happy clients refer
Subject: Have you thought about [additional service]?
Hi [Client],
I was reviewing your account and noticed you're not using [service].
Based on your goals, I think it could help you [specific outcome].
Example: [Similar client] added [service] and saw [result].
Want to discuss? Let's hop on a quick call: [Calendly]
- [Your Name]
Conversion rate: 10-15% of existing clients upsell
Subject: You're invited: [Event Name]
Hi [Name],
I'm hosting [webinar/workshop/event] on [topic]:
📅 Date: [Date]
🕐 Time: [Time]
📍 Where: [Zoom/location]
You'll learn:
- [Benefit 1]
- [Benefit 2]
- [Benefit 3]
Register here: [Link]
Seats are limited. Save your spot!
- [Your Name]
Registration rate: 20-30% of list
Subject: New guide: [Topic]
Hi [Name],
I just published a new guide: [Title]
You'll learn:
- [Key point 1]
- [Key point 2]
- [Key point 3]
Read it here: [Link]
Let me know what you think!
- [Your Name]
Click rate: 10-15%
Subject: Quick question (takes 30 seconds)
Hi [Name],
I'm trying to improve [service/content].
Would you answer one quick question?
What's your #1 challenge with [topic]?
Just hit reply with your answer. I read every response.
Thanks!
- [Your Name]
Response rate: 15-25%
Subject: We hit [milestone]! 🎉
Hi [Name],
Quick celebration:
We just hit [X] clients / [X] projects / [X milestone]!
Thank you for being part of this journey.
To celebrate, I'm offering [special offer/discount] this week only.
Interested? Reply "YES" and I'll send details.
- [Your Name]
Conversion rate: 5-10%
Subject: Happy [Holiday]!
Hi [Name],
Just wanted to wish you a great [holiday]!
No pitch today. Just gratitude.
Thanks for being part of my community.
Enjoy the [holiday]!
- [Your Name]
Engagement: Builds goodwill (can't measure ROI, but it matters)
Subject: Important: Pricing update
Hi [Client],
Wanted to give you a heads-up:
Our pricing for [service] is increasing from $X to $Y, effective [date].
Your current rate: $X (locked in until [date])
If you want to lock in current pricing for another year, let me know by [deadline].
Questions? Happy to discuss.
- [Your Name]
Lock-in rate: 60-70% renew early
Subject: It's been a pleasure
Hi [Client],
I know we're wrapping up our work together.
Just wanted to say:
- It's been great working with you
- Proud of what we achieved: [recap results]
- If you ever need help again, I'm here
I'll send final deliverables by [date].
Best of luck!
- [Your Name]
Why send: Ends relationship professionally (opens door for future work or referrals)
Subject: We miss you
Hi [Past Client],
It's been a while since we worked together.
Curious: How's [area we helped with] going?
If you ever need help again, I'd love to reconnect.
Let's grab coffee (virtual or in-person): [Calendly]
- [Your Name]
Win-back rate: 10-15% return as clients
Subject: Quick favor?
Hi [Happy Client],
Could I ask a favor?
Would you write a short testimonial about working with us?
Just answer these 3 questions:
1. What problem were you trying to solve?
2. How did we help?
3. What results did you see?
Reply here or record a video: [Testimonial tool link]
Takes 5 minutes. Would mean a lot!
- [Your Name]
Response rate: 30-40% of happy clients
Subject lines:
Body:
CTA:
Best days: Tuesday, Wednesday, Thursday Best times: 10 AM or 2 PM (local time) Worst times: Monday mornings, Friday afternoons
How to avoid spam:
Authentication:
Open rate:
Click rate:
Conversion rate (to call/demo):
List growth rate:
Benchmark your performance monthly. If open rates drop below 20%, something's wrong (subject lines, list quality, or timing).
The trap: Email only when launching something or pitching.
Why it fails: People unsubscribe. You train them to ignore you.
The fix: 80% value emails, 20% sales emails.
The trap: "Hi, I'm following up on my previous email..."
Why it fails: Boring = delete.
The fix: Lead with value, curiosity, or personalization.
The trap: Email ends with "Let me know what you think!"
Why it fails: What do you want them to DO?
The fix: One clear ask: "Book a call," "Download this," "Reply with your answer."
Email marketing for agencies:
ROI: Best marketing channel for agencies (40X+ return)
Timeline: Results in 30-90 days
Effort: 2-3 hours per week (once set up)
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