How I Use a 52-Week Email Sequence in My Business

Alright, let’s talk about email marketing for a minute. If you’re like most business owners, it feels like a never-ending struggle of constantly creating content, coming up with catchy subject lines, and keeping up with the “perfect email schedule.” Am I right?

Well, here’s the kicker: up until last week, I hadn’t sent a manual email to my list since October, and January was still my biggest revenue month ever. (There were a few emails to promote my free summit, but no “usual” emails.)

Now, you’re probably wondering how I’ve pulled that off. After all, isn’t email marketing supposed to be all about the personal touch and consistency?

Well, here’s my secret: I have a 52-week email sequence that works for me while I’m doing… literally anything else. Whether I’m on a walk, working on a new project, or watching Gilmore Girls (again), my email sequence is out there doing its thing.

I get it, you’re skeptical. It sounds too easy, right? Well, let me break it down for you and explain why this system works, and how you can start using it in your business too.

What is the 52-Week Email Sequence?

To start, I did not come up with this concept on my own. A friend recommended it because she heard of someone else who had done something similar.

The 52-week email sequence is exactly what it sounds like: a full year’s worth of automated emails that go out every week to anyone who subscribes to your email list. It’s a set-it-and-forget-it system (well, almost), designed to nurture and engage leads while you focus on other things.

And the best part? It’s evergreen, meaning it doesn’t matter what time of year it is — the emails stay relevant. They go out on autopilot, saving me tons of mental energy. That means no more scrambling for new content every week or stressing over what to send.

I’m not an email marketing expert, but I did create a quick little “guide” for you if you want some ideas and help on setting up your own 52-week sequence. You can get it for $9 right here.

How Does It Work?

When someone joins my email list (whether from downloading a freebie or just joining the general newsletter list), most are automatically added to my 52-week sequence. There’s no need for them to opt-in again, and I don’t have to manually add anyone to it. The emails are set to go out weekly, and each one builds upon the last.

The only exception is if someone takes my quiz. Quiz takers first go through a separate 3-month funnel, then are moved over to the 52-week sequence.

But here’s the thing: this isn’t just a generic “check-in” sequence. Every email has a purpose. The sequence covers everything from addressing pain points to offering helpful advice and actionable steps, to showcasing my expertise and building trust over time.

Now, once a month (er, unless I forget, like I did in November / December), I do send an additional email to my list. These are timely updates, new content, and any personal notes I feel would benefit my audience. Occasionally, I’ll also send an email about upcoming launches, special events, or summits.

That’s it! No crazy funnels, no complicated strategies. It’s a simple and effective system that nurtures leads and establishes authority.

The Results Speak for Themselves

The first question people always ask is: “But does it really work?” To that, I say, yes?

The reason I setup this evergreen sequence is because email has not ever been a lead generator for my business. My clients come from referrals, SEO, or social media. Email was taking up too much time on my plate with very little ROI.

BUT, here are the numbers: My 52-week sequence has an average open rate of 65.5% and a click-through rate of 2.5%. To put that in perspective, the average open rate for email marketing across industries is around 20-30%. And while my click-through rate might seem low to some, it’s actually above average for my industry.

So, yeah, while everyone else is stressing over their latest email funnel or trying to come up with the “perfect subject line,” I’ve been chilling. And by chilling, I mean making more money without burning myself out on email.

Why I Don’t Do as Many”Manual” Emails Anymore

Again, before I found this system, I used to send a ton of manual weekly emails. I’d overthink everything — subject lines, the copy, how often I should email, you name it. But what I realized is that manual emails just didn’t work for me. They felt like a constant mental load that was holding me back.

I’m a business owner, not an email marketer. I know email lists are important, but I don’t need to spend hours on a single email. I need systems that run on their own and actually work while I do other things (like enjoy my Diet Dr Pepper in peace).

This is where the 52-week sequence comes in. It’s a way to show up for my audience consistently without the mental strain of creating every email from scratch. I still get to nurture my subscribers and share valuable information.

What Does a 52-Week Email Sequence Look Like?

I’m glad you asked.

Each email is designed to:

  1. Build trust by providing value upfront (no hard selling*).
  2. Teach my audience something they can apply to their own lives/businesses.
  3. Provide a clear call to action (usually to a specific offer).

I did a variety of: thought leadership, pushing to the podcast / YouTube, quick wins, mindset shifts, affiliate links.

*Most emails did have a link to click, whether to listen to something or to hire me for something. But, they weren’t “launch” style emails with a hard push.

A few examples of emails I included:

  • My intro email is similar to my About page (values, fun facts, what I believe about websites and business)
  • Takeaways from interviews on my podcast so the email gives some value, but links to the full episode
  • Providing value and education around a particular product that I’m an affiliate for
  • Case studies and client results, linking back to my website
  • Thought leadership to reframe how people think about their website

The key is to stay consistent. Every email should be a valuable piece of content, whether it’s offering advice, sharing your expertise, or simply checking in with your audience.

By the end of the 52 weeks, your audience will feel like they know you, trust you, and are ready to work with you.

How to Get Started with Your 52-Week Email Sequence

Yes, it might seem daunting to set this up at first, but I promise it’s worth it. Whether you’ve been emailing your list sporadically or haven’t touched your email marketing in months, now is the perfect time to set up a system that works for you.

Step 1: Map Out Your Offers

Before we dive into creating content for your sequence, let’s take a step back and think about what you’re actually trying to sell. What products, services, or offers do you want to direct your audience to? Your email sequence needs to align with your current offerings (and future ones) so that each email naturally builds towards these calls to action.

Do you want to highlight a signature program, product, or service?
Maybe you have a new offer in the works or want to start promoting something evergreen, like a course or membership program.

Here’s the thing: Your email sequence needs to consistently point to something. Think about it like a map—without a clear destination, you’ll lose your way. By aligning your email content with your offers, you ensure that every email is working to guide subscribers toward becoming paying clients.

Step 2: Create Your Core Emails

Once you know what you’re selling, it’s time to fill out the 52-week sequence. You don’t have to write everything at once, but it’s important to get started with your core emails.

You’ll want to create a balance of:

  1. Value and Education: Teach your audience something new, provide actionable tips, or share a fresh perspective. These emails should be built around the core topics of your expertise.
  2. Trust-Building Content: Use your thought leadership and personal stories to build connection with your audience. Let them get to know you and your brand beyond just the sales pitch.
  3. Social Proof and Case Studies: Show potential clients that you’ve helped others like them. Use testimonials, before-and-afters, and case studies to show how your products or services have worked in real-life scenarios.
  4. Soft Calls to Action: Link to your offerings, podcast, blog posts, or content in a way that doesn’t feel pushy. The goal here is to make it easy for people to take the next step without being overbearing.
  5. “The Ask” Emails: It’s okay to send occasional emails that directly ask your audience to buy, book a call, or take the next step in your sales funnel. These should be timed and purposeful.

Step 3: Set It Up for Automation

You can write and set up your sequence to send automatically. It’s all about creating that balance between building a relationship and making it easy for people to buy when they’re ready.

You don’t need any fancy tech to make this work. In fact, I recommend using simple email marketing tools like ConvertKit or ActiveCampaign that allow you to create a simple automation flow. Set it and forget it, and your emails will go out automatically every week.

Why You (Might) Need This System in Your Business

Now, I know you might be thinking, “This sounds great, but can it really work for my business?”

Here’s the deal: this system works because it takes the guesswork out of email marketing for me.

Maybe you need that, too? Maybe you don’t!

It’s consistent, automated, and tailored to build relationships with your audience over time. It lets you nurture leads while also freeing up your mental space for other parts of your business.

How much time do you spend thinking about what to send in your emails? How often do you feel like you’re trying to come up with something new? Imagine if all of that was taken care of with a simple system that you could set up once and watch it grow your business.

I’m not an email marketing expert, but I did create a quick little “guide” for you if you want some ideas and help on setting up your 52-week sequence. You can get it for $9 right here.

I build high-impact websites for health pros so they can spend less time on social.

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