Email Relationship Sequence

RyMac Relationship Sequence

Every captured lead enters this sequence. Its job is not selling; it is TRAINING: the reader learns that opening this sender's email always pays, and that clicking the link is always worth it. The sale falls out of the trust. This is the sequence running live on RyMac's own brands.

The structure

E1: deliver the thing. Whatever the lead was promised arrives immediately, with zero friction, plus a reassurance line ("If you have any problems accessing it, just reply here"). The P.S. teases tomorrow: "Tomorrow I'll send an email to formally introduce myself." E1 varies by entry point; everything after is shared:

• Asset opt-in (exit pop, calculator gate, lead magnet): E1 = the asset
• Booked call: E1 = the confirmation, because the confirmation IS the promised thing; P.S. teases the intro "before we talk"

E2: the introduction. Who the sender is, the short origin story, one link to the full story. The P.S. teases tomorrow's free gift ("Tomorrow I'm sending you the one move that... Free... Watch your inbox").

E3-E10: one idea, one link, every email earns the click. Alternate goodwill deliverables (free PDFs, tools, real tactics that work without buying anything) with content links (blog posts, videos). The soft CTA (apply, join, buy) appears only in E9-E10, and even then beside a free deliverable. After E10: evergreen, irregular rhythm, no fixed cadence.

The cadence (proven, keep it)

Days since opt-in: E1 day 0, then 1, 2, 3, 5, 7, 10, 12, 15, 19. As waits between steps: 1, 1, 1, 2, 2, 3, 2, 3, 4 days. Daily while trust is forming, stretching as it solidifies. The irregularity is authorial and deliberate (feels human, not like a machine); in an automation engine with no random-delay support, encode it as fixed waits, it does not need randomness.

The locked email format (every email)

1. Greeting: the brand's signature opener (write one for the brand and keep it identical every time)
2. One idea, written crisp, 5th-8th grade level, short paragraphs
3. Exactly ONE link (E9-E10 may add the soft CTA as a second)
4. Reassurance line whenever a deliverable is sent
5. Signature sign-off, identical every time
6. A P.S. that presells the NEXT email early in the sequence, or reframes the current link for a second click later in the sequence
7. Subject lines: lowercase, curiosity-first, no hype, no em dashes ("it's me 👋", "the 5-minute money leak", "you can't sell a login")

Wiring (any CRM or email platform)

• One entry form per brand; ALL capture surfaces submit the same form and differ only by attribution source (exit-pop, calculator, etc.), so one "form submitted" automation owns the sequence
• The sequence is entry-agnostic by design: any new Email 1 (new magnet, booked call) merges into the same E2-E10
• Sender = the brand's address with a real reply-to; every email carries the unsubscribe link; always respect opt-outs
• Author the copy in files first (the source of truth), then enter it into the automation; never let the two drift

Rules

1. E1 delivers in the first minute. A promised thing that arrives late breaks the training before it starts.
2. Every email must earn its click. If an email exists only to "stay in touch," cut it or give it a gift.
3. Give away real fixes that work without buying (the trust engine). The best exit-pop bullet ever written says it plainly: 2 of the 3 fixes don't involve me.
4. One idea per email. Two ideas = half the click.
5. No selling before E9. The sequence that pitches early trains deletion instead of opens.