Email Campaign Blueprint.

Email Campaign Blueprint

A seven-email welcome sequence pulled from Rara Avis Marketing's campaign library. Every subscriber gets the same seven emails over the first 14 days. By the end, they either convert, become a long-term subscriber, or unsubscribe — all of which are wins.

Who this is for

• Coaches, consultants, course creators with an email list
• E-commerce founders sending only blast newsletters
• Anyone whose "welcome email" is a single "thanks for subscribing"

What's inside

Seven emails. Specific timing. Specific job for each one.

Email 1 — Welcome (sent immediately)

Subject: [Their first name], you're in.

Job: Set the expectation. Confirm you're real. Make the next email anticipated.

[Name],

You just joined [list name]. Three things you should know:

  1. I'll email you [frequency]. Every email has [structure].
  2. You can reply to any email — it comes straight to me.
  3. Tomorrow I'm sending you [specific topic]. Look for it.

Talk soon.

— [Your name]

P.S. If you didn't mean to subscribe, unsubscribe below. No hard feelings.

Email 2 — The Origin Story (sent Day 2)

Subject: How I almost gave up on [topic].

Job: Establish credibility through vulnerability. Show you've been where they are.

Structure:

• Where you were 5 years ago (struggling)
• The thing that changed
• What you do now (briefly)
• What this list will give them

Email 3 — The Contrarian Take (sent Day 4)

Subject: Why "[common advice in your space]" is mostly wrong.

Job: Differentiate yourself. Make them think.

Structure:

• The common advice
• Why it's actually a half-truth
• What you'd say instead
• One example from your own work

This email gets the most replies. Read every one.

Email 4 — The Quick Win (sent Day 6)

Subject: Try this for 5 minutes today.

Job: Give them an actual win. Build proof that your emails are worth opening.

Structure:

• Short intro (2 lines)
• The specific tactic (numbered steps)
• What to expect when they try it
• Reply if it works

Email 5 — The Case Study (sent Day 9)

Subject: What happened when [client/student] did [the work].

Job: Social proof. Show the path from where they are to where they want to be.

Structure:

• Who the person is (anonymized if needed)
• Where they were when they started
• What they did
• What changed
• What you noticed about how they approached it

Email 6 — The Offer (sent Day 12)

Subject: I want to invite you to [the thing].

Job: Make the soft pitch. If they're going to buy, this is when.

Structure:

• One paragraph reminder of where they are
• One paragraph on what the thing is
• Three bullets on what's inside / what changes
• The price + the link
• One reason to act now (real scarcity only — never fake urgency)
• "Not for you? No problem — keep reading the emails."

Email 7 — The Long Goodbye (sent Day 14)

Subject: Where we go from here.

Job: Either close them or transition them to the long-term list.

Structure:

• "If you decided to [buy / not buy], here's what's next."
• For buyers: what to expect, how to start
• For non-buyers: "You stay on the list. Here's what to expect from me weekly."
• One last invitation

The math

For every 100 new subscribers running this sequence:

• 60-70 will open email 1
• 40-50 will open email 4 (the quick win — biggest re-engagement point)
• 30-40 will open email 6 (the offer)
• 3-8 will buy on email 6

The 60-70 who never converted? They stay on the list. Some convert in month 3. Some in month 12. Some never. All three are fine.

How to install

1. Block 3 hours this Sunday.
2. Open the seven sections above. Write your version of each — using YOUR business, YOUR voice, YOUR offer.
3. Load them into your email tool (ConvertKit, Mailchimp, Beehiiv, Klaviyo, Substack — they all support timed sequences).
4. Trigger the sequence on signup. Test with your own email first.
5. Run it for 90 days before changing anything.

What you'll need

• An email platform with sequence automation (free tier of Beehiiv or ConvertKit is enough to start)
• 3 hours of writing time
• One real offer to pitch in email 6

Why this works

Most lists never get past the "welcome thanks" email. So when you send a real sequence — one that teaches, builds trust, and earns the right to make an offer — you stand out by the simple act of having structure.

The sequence doesn't need to be brilliant. It needs to exist.

If you want the full Rara Avis campaign library (winback sequences, abandoned cart, re-engagement, lapsed customer, plus the full 100-email-per-business library) — that's behind the daily emails. Subscribe at /newsletter.

— Lamin Ngobeh