How to Sell Website Services with Email Automation: Step-by-Step Guide
Key Takeaway
$27,000 in course sales last month using nothing but automated emails - no sales calls required. This case study breaks down the exact email automation system one of my clients used to sell courses, including:
- Free lesson strategy that builds trust before asking for payment
- 3-day follow-up sequence with progressive value delivery
- Coupon automation that converts hesitant prospects
- Newsletter integration for long-term nurturing
- Instagram-to-email funnel that captures organic leads
Time to implement: 2-3 weeks
Skills needed: Basic email automation
Investment: Minimal (just email software costs)
Quick Context: Course creator generating leads from Instagram organic content
Method Used: Automated email sequence with free lessons and strategic follow-up
Time Required: No ongoing sales calls - fully automated system
Key Result: $27K in monthly course revenue through email automation
Hey there, my name is Brad Smith, owner of Automationlinks. I've been doing this marketing stuff for the last 10 years, working with 2,500+ brands. I'm not trying to sell you anything in this case study - I just want to show you exactly how this email sales system works in hopes that you take it and go try to use it for your business so you're successful as well.
I thought emails were dead until I saw these results. This case study will show you the exact system that proves email marketing is far from dead when executed properly.
The "Email is Dead" Myth - Why This Case Study Matters
Case Study Insight: Email automation can generate substantial course revenue without human intervention
What Happened: $27K in sales using only automated email sequences
Time to Results: System works 24/7 once implemented
Tools/Methods Used: Instagram organic lead generation + automated email follow-up
Most course creators believe they need to get on sales calls to close high-value sales. This case study proves otherwise. My client built a 10-step course that allows somebody to learn something each step of the system to accomplish the goal he promises them on his Instagram page.
The leads are coming from Instagram organic - nowhere in this system is he doing any ads. If you wanted to double, triple, or quadruple this business, I would recommend retargeting ads, but it's working so well right now he's just trying to build out the structure and continue setting up the systems.
For context on building effective social media systems, see
Social Sales System.
How the Lead Capture System Works
Case Study Insight:Simple lead capture beats complex funnels
What Happened:High conversion from Instagram comment to email subscriber
Time to Results:Immediate lead capture through chatbot automation
Tools/Methods Used: Many chat for Instagram, short landing pages, progressive follow-up
Here's where most course creators go wrong - they create complicated landing pages that lose mobile traffic. Since people are browsing Instagram on their phones, lengthy pages cause them to leave before converting.
My client asks leads to leave a comment if they want the full guide, then uses a mini chatbot to collect information. If you're on Facebook or Instagram, you can use software called Many chat that will collect leads if they leave a comment.
The chatbot immediately provides the link to a super-short sales page. The form sits at the top, making it simple for mobile users, and only asks for their email address. If they don't provide their email immediately, the chatbot follows up the next day asking again.
Case Study Insight:Mobile-first approach crucial for Instagram traffic
What Happened:Higher conversion rates with simplified, mobile-optimized pages
Time to Results:Instant lead capture with progressive follow-up
Tools/Methods Used: Top-of-page forms, chatbot persistence, mobile optimization
The High-Value Content Strategy
Once they provide their email, the system sends them to the content page where the high value starts. He gives them a free lesson sneak peek - this is what the full course will be like, but here's a super valuable free lesson.
From there, he allows them to see the course and pay immediately. Most people won't pay right away, but he does get a few people that purchase right away. Just like in my system, as soon as somebody comes through my sales system, they'll immediately see my
GoHighLevel CRM course that they can purchase, and it basically says if you buy this, you can see exactly how to set up your CRM to make more money, and I'll give them a free sneak peek so they can get that free lesson beforehand.
Case Study Insight:Immediate value delivery builds trust for future purchases
What Happened:Some instant purchases, most enter nurture sequence
Time to Results:Immediate value, purchases within days to weeks
Tools/Methods Used: Free lesson strategy, immediate course access, value-first approach
The Million-Dollar Follow-Up Sequence
Now the fun part - what happens after somebody doesn't purchase. We've got to follow up, and like I said, most people won't purchase initially.
Day 1: Access Confirmation
The next day we send: "Hey, just want to make sure you got access to that free lesson yesterday. Here's the link again to the exact content just in case you were busy."
One simple tip you can throw in there is "Hey, follow me on Instagram, YouTube, or LinkedIn." Now they're seeing you in more than one place.
Day 2: Second Free Lesson
If they don't purchase again, the next day we send them another free lesson. That's the key: "Hey, noticed you didn't purchase yesterday. Here's lesson two. Hopefully it's helpful. If it is, go ahead and purchase the rest of the course. If it's not, no problem - we'll send you more information to help you get to the next level."
Day 3: Coupon Strategy
If they still don't purchase, we send another lesson, but we don't give them the third lesson for free. Instead, we give them a coupon code: "Here's 10-20% off of the course. We noticed you weren't 100% interested yet, so here's a coupon to make sure you get signed up into the course."
Case Study Insight:Progressive value with strategic sales pressure
What Happened:Multiple touchpoints increase conversion rates significantly
Time to Results: 3-day sequence captures most ready-to-buy prospects
Tools/Methods Used:Value-first emails, social proof building, discount strategy
Of course, if somebody has already purchased, we remove them from this automation so they don't get that coupon code again.
Long-Term Newsletter Integration
If they still haven't purchased after the 3-day sequence, we add them to the newsletter. This is key because maybe someday they will buy, so we want to keep giving value every week in a newsletter.
I always like to put in the signature: "If you need any help with this or you have any questions, here's the course again." At the bottom, it says "PS our next accelerator starts next month. If you'd like more information you can schedule," and then you can also say "Here's the coupon code to the course" or maybe just ask them to respond back to the email if they have any questions.
Make it easy for them to buy - put it in a simple add-to-cart format. Make sure you have some abandoned cart sequences in place so if they do abandon cart, you can remind them to come back and buy.
For advanced email automation strategies, see Advanced E-commerce Email Automation Blueprint.
Case Study Insight:Long-term nurturing captures delayed buyers
What Happened: Newsletter subscribers convert over extended timeframes
Time to Results: Ongoing conversions from consistent value delivery
Tools/Methods Used: Weekly newsletters, signature links, abandoned cart recovery
Implementation Tools and Technology
The entire system runs on basic email automation software. For the Instagram lead capture, Many chat handles the comment-to-email conversion. The email sequences can be built in any major email platform.
For businesses looking to scale this approach, GoHighLevel provides an all-in-one solution that handles the entire funnel from lead capture through course delivery and payment processing.
Case Study Insight: Simple tools can generate substantial revenue
What Happened:No complex software required for $27K monthly results
Time to Results:System setup takes 2-3 weeks, results immediate after launch
Tools/Methods Used: Basic email automation, Instagram chatbots, simple landing pages
Why This System Works Without Sales Calls
The key insight here is relationship building through value delivery. When you consistently provide helpful information and education, people trust that if they purchase your course, they'll get tremendous value.
That's exactly what this client is doing. He's building relationships automatically, providing value continuously, and maintaining follow-up without requiring his personal time on sales calls.
This approach allows you to:
- Scale without time constraints
- Build better relationships with new leads
- Automatically follow up with prospects
- Upsell to higher-ticket offerings later
Even if people don't buy the course initially, you can upsell them on sales calls for your higher-ticket plans. That's something this client is putting in place right now - but the foundation is a high-value course that somebody can buy without you having to get on a sales call.
Scaling Opportunities and Next Steps
What are you waiting for? Set up some sort of course or accelerator program that allows people to automatically buy and learn from you without having to get on sales calls.
This will help you:
- Build better relationships with your new leads
- Automatically follow up with prospects
- Generate revenue 24/7
- Create foundation for higher-ticket upsells
The system works because it provides genuine value at every step. You're not just trying to sell - you're educating, helping, and building trust through consistent value delivery.
For businesses ready to implement similar systems, see Social Sales System Overview for step-by-step implementation guidance.
Ready to Build Your Own Course Sales System?
This automated email approach proves that sales calls aren't necessary for course sales success. The key is building trust through consistent value delivery and making it easy for people to purchase when they're ready.
Want to implement a similar system for your business? For more detailed guidance on email automation and course creation, schedule a consultation to discuss your specific situation.
Get more marketing case studies and automation strategies:
Subscribe to my YouTube channel
How long does it take to see results from this email course system?
My client started seeing immediate results once the system launched. Some people purchase right away after the free lesson, while others convert throughout the 3-day follow-up sequence. The key is having the automated system in place to capture both immediate and delayed buyers.
What if I don't have a large Instagram following?
You don't need massive followers. Focus on consistent, valuable content that attracts your ideal course buyers. The system works with organic Instagram traffic - no ads required. Quality of followers matters more than quantity.
How do I create effective free lessons that convert?
Give genuine value that represents what's in your full course. The free lesson should be helpful enough to stand alone but leave people wanting more. Show your expertise and teaching style so they trust the full course will deliver even greater value.
What's the best email frequency for the follow-up sequence?
The 3-day sequence works well - day 1 confirms access, day 2 provides second free lesson, day 3 offers discount. After that, weekly newsletters maintain engagement without overwhelming prospects.
How do I price my course for this system?
Price based on the value delivered and your market research. The client's course generates $27K monthly, suggesting a price point that allows for significant volume. Test different price points to find your optimal conversion rate and revenue combination.
Can this work for other types of businesses beyond courses?
Absolutely. The principle of value-first email automation works for any business. You could offer free consultations, product samples, exclusive content, or other valuable resources to build trust before presenting your main offer.
What's the most important element for success with this system?
Consistent value delivery. Every email must provide genuine help to your prospects. When people see you constantly giving valuable information, they trust that purchasing from you will provide even greater value.
How do I track the success of my email automation?
Monitor open rates, click-through rates, and conversion rates at each stage. Track how many leads convert immediately versus through the follow-up sequence versus from newsletters. This data helps you optimize each element of the system.
Should I include testimonials in my email sequence?
Yes, but focus more on value delivery than social proof in the initial sequence. Save detailed testimonials for your sales pages and later follow-up emails. The free lessons themselves serve as the best "proof" of what students can expect.
What happens to people who never purchase?
They stay on your newsletter list where you continue providing weekly value. Some will purchase weeks or months later when their situation changes. Others may refer people to you or engage with higher-ticket offerings. The newsletter maintains the relationship long-term.
