Growth Playbook: Welcome/Nurture Email Engine

Email still drives among the highest ROI of any channel; recent Litmus data shows many companies returning $10–$36 per $1 spent, making an email-centred engine a high-leverage first move. Litmus

Welcome emails are outliers for attention; GetResponse’s 2024 benchmark reports an average 83.63% open rate for welcome emails, so your first message is the best time to secure a consult or trial. GetResponse

Automated messages beat one-off campaigns; Omnisend found automated emails delivered higher opens, higher clicks, and a ~1.9% conversion rate in 2023, with welcome flows among the fastest-growing automations. Omnisend+1

Scheduling friction wastes time; Calendly’s State of Scheduling shows 89% of workers spend up to 4 hours a week just arranging meetings, so embedding a booking link reduces back-and-forth and lifts show-up rates. Calendly.com

Design for phones first; Ofcom’s 2024 report notes 17% of UK internet users are smartphone-only, so short copy, big buttons, and one-tap booking are non-negotiable. www.ofcom.org.uk

Purpose: Capture leads with minimal friction and tag them by segment (e.g., rugby academy, football return-to-play, general population fat loss).

Success metric: Opt-in rate ≥ 25% on warm traffic.

Swipe copy / template:

Headline: Get your first [X] weeks of elite coaching, simplified.

Sub: Join the list and get priority access to consults + a low-ticket trial.

Field: Your best email

Button: Get Started → 

Secondary link: Prefer to talk now? Book your consult →

Purpose: Leverage peak attention to secure a consult or low-ticket trial.

Welcome emails command exceptional attention (83.63% average opens), so leading with one clear CTA maximises immediate conversion.

Success metric: Click-through rate ≥ 5%; consult booking rate from email clicks ≥ 8%.

Swipe copy / template:

Subject: Welcome — here’s how we’ll get you stronger, faster

You’re in. I coach [rugby/football/general pop] athletes to [specific outcome] with a simple plan you can stick to.

Here’s your next step: book a 15-minute consult. We’ll map your starting point and the quickest 4-week win.

→ Book your consult now

Prefer to try first? Start the low-ticket trial today; full access, no long contract.

→ Start your trial

Quick win for this week: [one exercise or habit tip].

Reply with your current goal and I’ll send a 7-day plan.

Purpose: Establish credibility with one relevant story and a measurable result.

Automated sequences consistently outperform newsletters for engagement, so sequencing a proof-of-work email early lifts downstream conversion.

Success metric: CTR ≥ 3%.

Swipe copy / template:

Subject: The 4-week shift that added 10kg to Tom’s back squat

[Client Video Embedded]

Tom’s problem: strong in-season but gassed by minute 60. We fixed sleep timing, added 2 micro-sessions, and tightened his carb window.

Result in 4 weeks: +10kg squat, +7% CMJ, RPE down on Saturday fixtures.

Want the same? Book your consult and I’ll map your 4-week shift.

→ Book now

Purpose: Remove common blockers (time, cost, injury, schedule) with concise answers.

Automated emails convert nearly 4x better than campaigns; answering objections in-flow nudges hesitant leads over the line.

Success metric: Reply rate ≥ 2% or CTR ≥ 3%.

Swipe copy / template:

Subject: Quick answers to the 5 questions I get every week

You’re not the only one asking these. Here’s exactly how we handle time, injuries, and schedules so training fits your real life.

[LIST FAQ’s]

If one of these is your blocker, grab a spot and I’ll tailor the plan.

→ Book your consult

Purpose: Present 2–3 short testimonials and route clicks by goal into tags for personalised follow-up.

Email remains a high-ROI channel; combining proof with segmentation increases relevance, which lifts click-through and consults.

Success metric: Tag click-through ≥ 6%.

Swipe copy / template:

Subject: Pick your track — I’ll tailor the plan

Choose the goal that fits: Return-to-play, Speed, or Body Composition. I’ll send the exact first block I’d use.

→ Return-to-play

→ Speed

→ Body comp

Ready to talk it through?

→ Book your consult

Purpose: Present a time-boxed trial or consult bundle with a simple, mobile-friendly checkout or booking.

Reducing friction at checkout and offering relevant options boosts conversion; tests show surfacing an additional relevant payment method increases conversion and revenue.

Success metric: Email-to-sale rate ≥ 1.5%.

Swipe copy / template:

Subject: 14 days to feel the difference — starts Monday

Join the On-Ramp: assessments, a 2-week plan, and coach feedback. £39, no contract.

Spots are capped to protect quality. Enrol by Sunday 8pm.

→ Start your 14-day on-ramp

Purpose: Maintain momentum with one value-dense email per week tied to your core offers.

Automated/nurture flows sustain higher engagement than blasts, keeping you top-of-mind and steadily converting late adopters.

Success metric: Ongoing CTR ≥ 3%; consults per 100 subscribers ≥ 2.

Swipe copy / template:

Subject: The 15-minute speed session I give to busy midfielders

Here’s the exact micro-session that preserves top-end speed in-season when time is tight. Try it this week and reply with your 10-m split.

If you want this built into your programme, grab a consult.

→ Book your consult

If your online offer is £149/month and your in-person session is £60, converting four new clients from the first 14 days adds ~£596 MRR or ~£240/week equivalent sessions. With a tool stack under £50/month and ~6 hours of setup, one new online client covers the month’s costs; two cover your time at £50/hour equivalent; four put you comfortably in profit.