DeltaEmail campaigns.
Opt in and broadcast.
This guide teaches you how to build and run 2 types of email campaign from scratch: an opt in sequence and an ongoing broadcast campaign. By the end of it you will know exactly what to build, why each piece exists, how to write the emails, how to gather the material you need to make the copy personal and specific, and how to keep the whole system running week after week. Work through it in order. The sections build on each other.
What these campaigns are for.
Both campaigns have a single job: get qualified prospects to book a call with you.
The opt in sequence does this for someone who has just entered your world for the first time. They downloaded something, opted in to watch a video, or clicked through from an ad. They are new. Your job is to move them from stranger to booked call as quickly as possible, because the window of their attention is at its highest right now.
The broadcast campaign does this for everyone already on your list who has not booked yet. These are people who know you exist but have not acted. Your job is to stay in front of them consistently, build credibility over time, and make the ask often enough that they convert when the moment is right for them.
What you will get out of running these.
- A repeatable booking system. Qualified calls land in your calendar without you doing any of the outreach yourself.
- A list that works every week. Not just when you remember to send something.
- A growing bank of proof. Social proof and authority that compound over time.
- Better prepared prospects. More booked calls from people who already understand what you do before they get on the phone.
Gathering your copy material.
Before you write a single email, you need raw material. The quality of your emails is entirely determined by the specificity of what goes into them.
Generic copy produces generic results. You need 2 things: proof and voice. Proof means real client results with real numbers. Voice means the way you naturally talk about your work, your opinions, and your market. Where you get these depends on where you already show up.
If you are active on social media.
Your existing content is a goldmine. Everything you have already posted is pre written, pre validated copy that your audience has already responded to.
- LinkedIn. Pull your top performing posts from the last 12 months. Any post that got above average engagement, including comments, shares, and saves, tells you something resonated. Copy these into a running document. You do not need to rewrite them heavily. Adapt the format for email (shorter paragraphs, 1 idea per email, always end with a CTA) and they are ready to use.
- YouTube. Transcripts from your videos are excellent raw material. Pull the transcript from any video that explains your methodology, breaks down a client result, or challenges a common belief in your market. These become the backbone of your value emails and your opt in sequence content.
- Instagram and other platforms. Written caption content works the same way as LinkedIn. Visual content is less directly useful unless there is substantial written copy attached. Focus on posts where you were explaining something rather than just showing something.
Each type of post has a natural home in the system.
If you are not active on social media.
Your sales calls are the best source of copy material you have. Every call you have had with a prospect contains exactly what they think about, how they describe their problem, what objections they raise, and what outcome they are actually buying.
If you record your calls, run them through a transcription tool (Otter.ai, Fireflies, or similar). Once you have the transcripts, work through them in this order.
- List every question. Read through and pull out every question the prospect asked you.
- Group and rank them. Group similar questions together and rank them by how often they appear across multiple calls.
- Turn the top questions into topics. The most commonly asked questions are your best email topics. Each one represents something your market is confused or uncertain about. An email that answers it clearly is immediately valuable.
- Keep their exact words. Pull out any phrases the prospect used to describe their problem in their own words. When you write copy using the exact words your prospects use to describe their situation, it reads like you are inside their head.
- Mark the high points. Note any moments where a prospect got visibly excited or said yes to something. These are your strongest proof points and CTA framings.
The goal is to write emails that sound like your prospects already understand you, because you are using their language back at them.
What to do with client results.
For your opt in sequence you need at least 2 client case studies. Each one needs a before, a during, and an after.
If you have client testimonial videos, these are significantly more powerful than written case studies. A 5 to 10 minute recorded interview hosted on a page with your calendar embedded does 3 things at once: it provides social proof, it educates the prospect on your process, and it gives them a direct path to book. Film these as a priority.
You need a minimum of 2 client case studies before you can build the full opt in sequence. Gather these first. Do not skip this step.
What it is and why it works.
An automated series of emails that goes out the moment someone enters your list. You set it up once and it works every time someone opts in.
The reason this works comes down to 1 principle: recency. The moment someone opts in to receive something from you, their interest is at its peak. They just raised their hand. They are paying attention right now. Your job is to capitalise on that attention immediately, not days later.
This is why the sequence starts on Day 0, the same day they opt in, and moves fast. Every day that passes, their attention fades. The sequence keeps the momentum going until they either book a call or finish the sequence and move to your broadcast list.
Every single email in this sequence must have a call booking mechanism, even if it is just a soft P.S. link. You never let an email go out without a path to book.
What you need before you build.
Do not start writing emails until you have every item on this list ready. If something is missing, get it first.
- Your lead magnet or VSL is built and hosted.
- Your calendar booking link is live and tested.
- Client A testimonial video filmed (5 to 10 minutes minimum) and hosted on a page with your calendar embedded below it.
- Client B testimonial video filmed (5 to 10 minutes minimum) and hosted on a page with your calendar embedded below it.
- Your copy material gathered (social posts, call transcripts, client results with real numbers).
- Your email platform is set up and your domain is warmed.
The testimonial videos are non negotiable. They do the heavy lifting in the sequence. A testimonial page with an embedded calendar converts at a much higher rate than a plain calendar link, because the prospect watches the proof and then books in the same session.
The full sequence.
The sequence runs over 9 days and contains 10 emails. Here is what each one does and where it sends the reader.
| Day | What it does | |
|---|---|---|
| Day 0 | Intro Email | Deliver the asset they opted in for. Set expectations for what is coming. Ask a reply question to start the conversation. P.S. links to your calendar for anyone ready to book immediately. |
| Day 1 | E3 Encourage, Client A | Tell the before story of Client A. Paint the picture of where they were when they came to you: the problem, the pain, the lack of progress. End with the result and link to the testimonial video page with calendar. |
| Day 2 | E3 Educate, Client A | Reference yesterday's email. Quote something the client said. Share 3 specific things you did for them: the what, not the how. Each point names the action and the result it produced. Link back to the testimonial video. |
| Day 3 | E3 Engage, Client A | Summarise the case study in 2 or 3 lines. Ask the reader directly if they want the same result. Present the strategy session as the obvious next step. Direct link to calendar. |
| Day 4 | Value Email | Teach your core methodology. Explain the thing that makes your approach different and why they cannot easily replicate it themselves. This handles the "I could probably figure this out myself" objection before it gets raised. End with a direct link to book. |
| Day 5 | E3 Encourage, Client B | Same structure as Day 1 with your second client. Different niche, different situation, same outcome. This shows breadth and builds more certainty. Links to Client B testimonial video page with calendar. |
| Day 6 | E3 Educate, Client B | Same structure as Day 2 for Client B. 3 specific things you did, with results attached to each. Links back to the Client B testimonial video. |
| Day 7 | E3 Engage, Client B | Summarise both case studies briefly. Show the pattern: different people, same problem, same system, same result. Make the direct ask to book. |
| Day 8 | Objection Handler | Address the most common reason they have not booked yet. For most businesses this is prior bad experience with a similar service. Acknowledge the scepticism, explain specifically why your approach is different, and reassert the call to action. |
| Day 9 | Tough Love | The final email. Acknowledge everything you have sent. Make the cost of inaction concrete. Where will they be in 90 days if nothing changes? Make 1 final clear ask. Anyone who does not book moves to your broadcast list. |
How to write each email type.
What each email in the sequence has to do, and how to structure it.
The Intro Email.
This email does 4 things: delivers what they asked for, introduces what is coming over the next few days, asks a question that invites a reply (this improves deliverability and starts a conversation), and drops a P.S. link for anyone ready to book now.
Keep it short. Do not try to sell anything in this email. Your only job here is to deliver, set expectations, and ask 1 question.
The E3 Encourage Email.
This is a before and after story told in the before section. You are not revealing the result yet. You are building empathy and tension. The reader needs to see themselves in the client before you show them the transformation.
Focus on the emotional reality. Empty calendar. Shrinking bank account. Close to giving up. These are the feelings your prospect has right now. Name them specifically. End by introducing the result briefly and linking to the full story on the testimonial video page.
The E3 Educate Email.
This email answers the question: how did you actually do it? You answer it at the level of what, not how. You name the 3 things you did. You attach a result to each one. You do not explain the mechanics. That is what the strategy session is for.
The structure: reference the previous email, open with a quote from the client, share 3 numbered points in the format "We did X. Result: Y.", link back to the testimonial video, and tease tomorrow's email.
The E3 Engage Email.
Short and direct. Summarise the case study in 2 or 3 sentences. Then make the ask. The reader has spent 2 days learning about this client. Now you are asking them if they want the same result.
Frame the strategy session as a working session, not a sales call. You will audit their process and map out a plan. If they want your help running it, you can talk about that. If not, they walk away with a free plan. This reduces resistance significantly.
The Value Email.
This is where you teach. Pick the 1 idea that is most central to your methodology: the concept that, once understood, makes your service the obvious solution. Explain it clearly. Show why the outcome is difficult to achieve without your specific approach. End with the call to action.
A good value email leaves the reader thinking "I understand this better now" and "I probably cannot do this as well without help." Both thoughts in the same email.
The Objection Handler.
This email acknowledges that the reader has probably been burned before. It validates the scepticism rather than dismissing it. It then explains specifically what makes your approach different, in concrete process terms rather than abstract ones.
The key line is: "They sold you [X]. You didn't need [X]. You needed [Y]." This reframes the previous failure as a product category problem, not a trust problem. It opens the door.
The Tough Love Email.
The final email of the sequence. Acknowledge everything you have sent. Present the 2 futures clearly: same spot in 90 days, or a full calendar of qualified calls. Make 1 clean ask to book. Acknowledge that if they are not ready, that is fine. But make the cost of inaction concrete and real.
Do not apologise for this email. It is not rude. It is honest. People respect directness.
Getting the open.
Your subject line determines whether the email gets opened. A great email with a bad subject line is a wasted email.
The best subject lines raise an eyebrow. They feel slightly unexpected. They do not sound like every other email in the inbox.
- Keep it short. Under 8 words is the target.
- Write in lowercase. Lowercase works better than title case for conversational sequences. It reads like a message from a person, not a brand.
- Direct subject lines state the opportunity clearly: from zero to an $8k client, got 15 minutes?
- Indirect subject lines create curiosity without giving away the topic: the one thing most agency owners get wrong, your calendar is empty for one reason
- Use the first name sparingly. Save it for the higher intent emails where you want the email to feel personal.
- Aim for a "huh". The reader should think "huh, what's this about?" before they open it.
Before you launch the sequence.
Check every item below before you activate it.
- Every email has been proofread and tested by sending to yourself.
- All links are live and go to the correct destination.
- Testimonial video pages have the calendar embedded and working.
- The sequence trigger is set to fire on Day 0, the same day someone opts in.
- Your email platform is correctly tagging anyone who books a call so they exit the sequence.
- You have a second sequence or broadcast list ready to receive anyone who completes without booking.
What broadcasts are and why they are different.
A broadcast is a manually sent email that goes to your full list or a segment of it, at a time you choose.
Unlike the opt in sequence, which runs automatically, broadcasts are sent by you. This gives you something the automation cannot have: relevance to the current moment. You can reference what is happening in the world today, the day of the week, something you posted this morning, a result you just got for a client. Automations are timeless. Broadcasts are timely.
The broadcast campaign keeps your list warm between the opt in sequence and the eventual booking. Most people will not book on first contact. Some will take weeks. Some will take months. Broadcasts convert those people over time by staying visible, building authority, and making the ask consistently.
How often to send.
3 times per week is the right cadence for most businesses. Any less and you lose momentum. Any more and you risk fatigue. The 3 sends are structured deliberately.
| Day | Audience | The email |
|---|---|---|
| Monday | Broad, indirect | Goes to your full list. The energy is thought provoking and contrarian. You are not asking for anything directly. You are challenging a belief, sharing a perspective, or reframing how they see their problem. The call to action is a soft P.S. link only. |
| Wednesday | Small segment, direct | Goes to your engaged segment only: people who have opened or clicked in the last 30 days. The email is short and the entire thing is a call to action. No storytelling. Just a clear ask to book a call. |
| Friday | Broad, value and proof | Goes to your full list. Share a result, a case study, a framework, or a piece of content. The energy is generous. You are building trust and credibility by showing, not telling. The call to action can be direct or indirect depending on the content. |
The Wednesday segmentation rule is critical. Sending direct calendar push emails to cold, inactive subscribers will damage your deliverability over time. Set up the engaged segment in your email platform before you send your first Wednesday email.
The 3 broadcast email types.
1 type for each send day, each with its own job.
Indirect insight emails. Monday.
These emails build authority. They make the reader see their problem differently. They do not push for a booking directly. They earn trust and plant seeds. The best indirect emails fall into 1 of 3 categories.
- Universal. A problem or truth that applies to everyone in your market regardless of where they are in their journey. your calendar is empty for one reason is a universal email.
- Niche specific. Something that is specifically true for your market that outsiders would not understand. The more specific, the better.
- Contrarian. A take that challenges the conventional wisdom in your market. you don't need more leads is a contrarian email. These generate the most engagement because they disrupt what the reader already believes.
Structure: short paragraphs, 1 idea, a natural conclusion, soft P.S. link. Most should be under 150 words.
Direct CTA emails. Wednesday.
These emails have 1 job. Get the click. They go to people who are already engaged and warm. There is no warm up needed. Just a clear, confident ask.
Keep them extremely short. 3 to 5 sentences maximum. The entire email is the call to action. No story, no preamble, no explanation. Just the offer and the link. Good starting points:
"We've got space this week. We help [your market] do [result]. Book."
"If I could show you [outcome], would you want to see it? Book here if yes."
"Haven't seen you book yet. Not going to sell you. Just going to bring solutions. Book."
"[FNAME], got 15 minutes this week?"
Value and proof emails. Friday.
These emails build credibility by showing results and sharing useful ideas. They are the most flexible of the 3 types: case studies, mechanism breakdowns, repurposed social content, or lessons from recent client work.
The best Friday emails come directly from content you have already created. If you posted a LinkedIn piece this week that got traction, adapt it for email. If you just got a strong client result, write it up. If you have a framework or process you teach, break down 1 component of it.
These can run slightly longer than the other 2 types, but every paragraph should earn its place. If a sentence does not add proof, insight, or credibility, cut it.
Building your content bank.
3 examples of each email type is enough to get started. You need 10 to 12 emails per slot to run for 3 months without repeating yourself.
Monday indirect bank.
Go through your top performing social posts and identify every one that shared an opinion, challenged a belief, or reframed a problem. Each of those posts is a Monday email. Adapt the format (single idea, short paragraphs, soft P.S.) and add it to the bank.
If you do not have enough posts, write new ones using this prompt: "What is one thing most people in my market believe that I think is wrong? What do I think instead, and why?" Each answer is an indirect email.
Wednesday direct bank.
These are easier to write than they feel. You only need 5 to 8 sentences. Rotate through different framings of the same ask: urgency, curiosity, direct offer, social proof, simple question. Build 8 variations and rotate through them.
Friday value bank.
This is where your client results, case studies, and methodology breakdowns live. Every strong client result you get is a Friday email. Every YouTube video or LinkedIn post that explains your process is a Friday email. Build a running list and add to it whenever something noteworthy happens.
Writing subject lines for broadcasts.
Your list already knows who you are, so you have a bit more latitude to be direct or bold.
Send at odd minutes. :07, :23, :41. Not on the hour or half hour. Emails sent at odd times get slightly better open rates because they feel less automated and more like someone hit send right then.
Before your first broadcast.
Confirm every item below before your first send.
- Your engaged segment is set up in your email platform (opened or clicked in the last 30 days).
- You have a minimum of 3 emails written for each of the 3 slots.
- All links in your emails are live and tested.
- You have a content calendar or schedule so you know what goes out and when.
- Your domain reputation is healthy. Check your spam score before your first send.
- Anyone who books a call is tagged and excluded from future broadcast sends until the call is complete.
The opt in sequence at a glance.
| Day | What it does | |
|---|---|---|
| Day 0 | Intro Email | Deliver asset, ask reply question, P.S. to calendar. |
| Day 1 | E3 Encourage, A | Before story, link to testimonial video page. |
| Day 2 | E3 Educate, A | Quote, 3 things you did plus results, link to video. |
| Day 3 | E3 Engage, A | Summarise, make the ask, direct link to calendar. |
| Day 4 | Value Email | Teach your methodology, why they need you, book link. |
| Day 5 | E3 Encourage, B | Before story, link to testimonial video page. |
| Day 6 | E3 Educate, B | Quote, 3 things you did plus results, link to video. |
| Day 7 | E3 Engage, B | Summarise both, make the ask, direct link. |
| Day 8 | Objection Handler | Address prior bad experience, explain the difference. |
| Day 9 | Tough Love | Cost of inaction, final ask, end sequence. |
The broadcast week at a glance.
| Day | Audience | Type | CTA |
|---|---|---|---|
| Monday | Full list | Indirect insight | Soft P.S. link. |
| Wednesday | Engaged only | Direct CTA | Whole email is the ask. |
| Friday | Full list | Value and proof | Direct or indirect. |
Rules to never break.
7 rules that hold across both campaigns.
- Every opt in email has a call booking mechanism, even if it is just a P.S. link.
- Wednesday direct emails go to engaged subscribers only, never the full list.
- Do not launch the opt in sequence without at least 2 client testimonial videos hosted with calendars.
- Sequences start on Day 0, the same day they opt in. Never delay the first email.
- Anyone who books a call is removed from the sequence or broadcast sends immediately.
- Subject lines should feel like they are from a person, not a brand.
- Every email ends with a clear next step. Never leave the reader with nowhere to go.