Email sequenceConcept project · fictional product

FlowPilot: five-email nurture sequence from checklist download to demo request

FlowPilot is a fictional workflow-automation tool for internal processes with approvals, conditions and handoffs between people. I wrote its five-email nurture sequence for this concept project. The sequence starts when a reader downloads an operations automation checklist. The emails are written to bring that reader to a twenty-minute demo built around a workflow of their own.

Product
Workflow automation for internal processes. A trigger in the CRM starts a workflow that can wait for an approval, branch on a condition and run actions across the project tool, finance and delivery. Built in a visual editor, with error alerts and an activity history. 14-day trial; plans from $29 a month.
Audience
Teams whose client onboarding runs by hand across a CRM, a project tool, finance and delivery.
Conversion goal
A booked twenty-minute demo, built around one of the reader's own workflows. The 14-day trial is offered as the alternative in Emails 3 and 5.

The copy challenge

The reader asked for a checklist, not a product, and may already run Zaps, CRM automation or a script. The manual work the emails describe is too small to notice on its own: about ten minutes for the five actions combined. The real cost is in the gaps between steps and in the spreadsheet someone builds to track them. The sequence has to make the cost of one process concrete, show the product only once that process is on the table, and ask for a demo built on the reader's own workflow.

My role and key writing decisions

I wrote all five emails, their subject-line options and their call-to-action destinations for this concept project. No client was involved.

  • I made the checklist email teach a method, not just deliver a list. The reader is told the 17 tasks are examples and given a pattern for their own week: "Look for any process where a person repeatedly copies, checks, sends, updates, or reminds." Email 2 asks the reader to map a marked workflow, and Email 5 asks them to bring one to the demo.
  • I ran the same onboarding workflow through Emails 2 and 3, first as a problem and then as a product demonstration. Email 2 never names the product: a closed deal, five actions across four people, and the failures that follow. Email 3 opens with "Back to that closed deal." and shows the same handoff as one workflow. The workflow includes an error alert and an activity history.
  • I asked for a demo built on the reader's own workflow, not a feature tour. Email 5 says "You describe the process, who touches it, and where it breaks. We build that workflow in FlowPilot while you watch, using your tools and your rules." Both subject options name the reader's process rather than the product, and the ask closes the loop opened in Email 1.

Finished copy: the sequence

#EmailSend timingIntended action
1Deliver the checklistDay 0 — on checklist requestDownload the checklist and mark the familiar tasks
2Make the problem concreteDay 2Map one workflow with the worksheet
3The product, through one workflowDay 4See the workflow, or start the 14-day trial
4Handle the objectionDay 7Compare the current setup against five requirements
5Ask for the demoDay 10Book a 20-minute demo, or start the 14-day trial

Concept scope

FlowPilot is a fictional product. Its capabilities, its positioning, its pricing from $29 a month and its 14-day trial are assumptions made for this portfolio project. The checklist, the worksheet, the workflow page, the comparison page and the demo booking do not exist, so the call-to-action destinations are concept notes.

Zapier is a real product, named in Email 4 only for what it can do with approvals and conditional branches. The project has no client and no measured results.

Delivered

  • A five-email nurture sequence over ten days, from checklist download to demo request, with send timing for each email
  • Two or three subject-line options for every email, eleven in all, shown as alternatives
  • Preview text for every email
  • Full body copy with one call to action per email and a concept note on where it leads, plus an in-body trial link in Emails 3 and 5

Need a nurture sequence for your lead magnet?

Tell me what people download from you, and what you want them to do next.