1. Awareness (Top of Sales Funnel) 

The lead has shown initial interest, whether by signing up for a free trial or requesting a demo. An email at this stage should engage them without a hard sell. The goal is to spark curiosity and encourage them to explore your product more deeply. For free trial leads, send them tips on getting started with the product or highlight key features. For demo requests, offer them a glimpse of how your product solves their specific problem. 

Here’s an example: 

“Hey [Name], saw you’re looking into [problem your product solves]. Here’s a guide to help you make the most of your trial (or demo). Let me know if you’d like to chat!”

Keep it light. Offer value. Let them explore your brand at their own pace.

2. Consideration (Middle of Sales Funnel) 

Now, your lead is warming up. They need more info to feel confident about moving forward. At this stage, your email marketing should focus on addressing their specific pain points and showing how your product solves real problems for similar customers. This is where you introduce content such as:

• Case studies

• Testimonials

• Success stories

Show them the value your product brings to their business. 

Here’s an example: 

“Hi [Name], we helped [Company] solve [pain point] with our product. Want to see how we can do the same for you? Let’s set up a quick chat.”

You’re still guiding them, building trust, but getting closer to booking that meeting or demo.

3. Decision (Bottom of Sales Funnel) 

At this point, the lead has explored your product, and they know the benefits. Now it’s time to get them to commit either by booking a demo or making a decision within the free trial. Your emails here should be direct, with a clear call-to-action. Whether they’re in the middle of a free trial or have requested a demo, your job is to make it easy for them to take that next step. 

Here’s an example: 

“Hey [Name], ready to see how we can help your business with [pain point]? Let’s schedule a quick demo or walk you through the next steps in your trial. Our calendar is filling up fast, so grab a spot today!”

Urgency works well here. Make it simple for them to book that meeting with one click.

4. Follow-up Emails (For Leads Not Yet Converting) 

Some leads need more time, so follow-up emails are critical. Whether they’re in a free trial but haven’t engaged fully or requested a demo but haven’t scheduled it, these email sales should keep the conversation alive. Offer new value each time highlighting another product feature or reminding them of what they’re missing. 

Here’s an example: 

“Hi [Name], still thinking about [product]? We’ve seen great results with businesses like yours, and I’d love to show you how. Let’s set up a quick demo or check out this feature in your trial.”

Keep nudging them forward. A few well-timed follow-ups can turn those cold leads into conversions.

5. Nurturing for Future Sales 

Even if a lead doesn’t convert right away, keep them on your email list. Continue sending them valuable content relevant to their business. Over time, they may decide the timing is right to come back and book that meeting or complete the trial. 

Here’s an example: 

“Hi [Name], just wanted to share how we recently helped [Company] with [problem your product solves]. If you’re ever interested in seeing how we can help you, let’s chat!”

A well-timed sales funnel is key, whether your lead comes from a demo request or a free trial sign-up. By sending strategic emails through each stage of the journey, you’re building trust, showing value, and guiding them naturally toward the next step. With a mix of email marketing and follow-ups, you keep your subscribers engaged with your brand and ready to convert when they’re ready.

The Six-Step Sales Funnel Email Sequence (With Examples)

Let’s break down a sales funnel that works for both demo requests and free trial sign-ups. Whether a lead requests a demo or signs up for a free trial, the goal is the same: guide them through the journey with strategic emails that lead to a meeting or purchase.

1. The Introduction 

The first email of any sequence sets the tone for what is to come. Think of it as setting the scene. Begin by introducing yourself to your new subscribers. Show them who you are and what they can expect. That is exactly what Brian Massey does in this email from Conversion Sciences.He understands that even though I have opted into his funnel, I’m still on high alert and not entirely convinced this relationship will work out. That's why he makes me want to read his next email by promising value and convincing me that he’s as invested in this topic as I am.

Eddie Shleyner, the founder of VeryGoodCopy and the guy who practically taught me how to create instant engagement through email, follows a similar structure, but with his unique twist. He introduces himself, promises value, and then asks you to say something about yourself. Whether online or in real life, people want to feel valued. When you (genuinely) ask questions and show that you care, you set your future emails up for success. 

2. The Story 

Everything and everyone has an origin story. This email explains how you came to be in your current position. This email doesn’t have to be complicated. The point is to tell a story from your life and experiences that are relevant to your customer and where they are at that time. In this email, the client’s story is introduced simply. Then, to deepen the connection, we used a video. The video in this email features the client discussing how they struggled to meet project deadlines, which was the greatest challenge faced by project managers. (Project managers are our primary audience.) 

Connecting Through Shared Experiences

Videos are a very effective way to tell your story. But, if you don’t want to get on camera, use the written word and describe an experience your subscriber can relate to, show them that you’ve been where they are right now. Videos are a very effective way to tell your story. However, if you don’t want to appear on camera, use the written word to describe an experience your subscriber can relate to, show them that you’ve been where they’re right now. You don’t always have to talk about a struggle, though. You can talk about what got you interested in what you’re doing, your highlights, or what you believe in. 

Asket takes that approach: 

3. The “What” 

It’s time to go deeper and show your new subscriber what you do. Talk about the problems you are solving, the solutions you are offering, or what differentiates your solution from others. This is how Copyblogger shows readers what sets them apart. The structure of this email moves the reader down the funnel in three ways. 

• Tim reminds the reader what the business is about. By saying he’s been teaching marketers for the last decade, he oozes credibility and makes you want to learn from his experience. While mentioning what the business is built upon, he specifically targets areas that any marketer would be interested in. 

• While a business could also be built around areas like equality, flat hierarchies, and work-life balance, he chooses what no marketer can ignore: Great writing. Great stories. Great headlines. Great emails.

• He creates an emotional connection by admitting to facing emerging issues that marketers face daily (the ‘I’ve been there too’ approach). 

This makes the reader more inclined to read his emails in the future, since he feels like they share a common challenge and want to know how he can help them.

4. The Journey 

It’s time to tell your subscribers how you became an expert at what you do. Since you aim to help the subscriber see a better version of themselves in you, start by discussing your initial achievements. Show them how you went from where you were to where you are today. In the above example, Eman explains how taking a course with Copyhackers propelled her to become the expert she is today. Find this email effective because Eman mentions three things that every beginner marketer goes through: 

• The frustration of working with low budget clients. 

• The lowly feeling of being an order-taker who does everything the client requests. 

• The stellar aspiration of working with noteworthy bucket list clients. 

She then contrasts these statements to outcomes that are every beginner marketer’s seventh heaven and knocks you out with some implied bonuses. Here is a table that compares how Eman explains the benefits to the customer in an email. While this email is targeting people who are trying to build their careers, you can use the same structure to write to your ideal client by talking about your journey and how your experiences elevated you to a position where you can help them.

Here’s an example from Russel Brunson, founder of ClickFunnels, who tells his story in a very similar way:

Our brains are wired to expect small beginnings initially, as that is how everything develops naturally, so if you start talking about your most significant achievements without acknowledging simpler beginnings, you create a disconnection with your subscribers. That’s why great stories connect the ‘before’ to the ‘after’.

5. The Problem-Solver 

Do you have a case study that demonstrates your expertise? This is where you showcase your expertise by explaining who your ideal customer is and using the case study to demonstrate how you helped that person achieve the desired results. In the above email, Bryan from Growth Tools starts by describing a specific client’s situation and then explains the consequences of the client remaining in that situation. He then shows what they did to save her business and the results she got. The entire email is a bit too long to fit here, so share a couple of additional sections from it.

This approach is super effective because the reader is going through something similar, and this kind of email helps them connect. If you are starting out and do not have a case study, leverage the human element of honesty and skip to email #6. (The only way to screw this up is to talk of achievements that you haven’t earned and trying to say things that you think your customer wants to hear.)

6. The Helper 

Whether you had a case study to highlight in email #5 or not, now is the time to give an overview of what you are going to offer your reader. Find this example from a business growth coach very effective because he uses the problem-agitate-solve technique while also addressing the underlying objections to close his customers. He then leverages contrast to show his customers how different working with him would be. This helps in ‘creating a mental image’ as well as ‘repeating the key benefits.’ He finishes the email with a CTA, but before that, he stirs interest by floating the idea of ‘having a plan’ as opposed to ‘doing guesswork.’ Then, as a reminder, he reiterates that his clients have made $2M using a plan like what he’s going to offer you. 

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