CASE STUDY: LIFETIME LAND USA
Welcome email sequence for Lifetime Land USA
A US-based real estate company that makes buying raw land in the US accessible & affordable for everyone.
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Industry: B2C Real Estate
My role: To rewrite the old welcome email sequence based on the new messaging strategy & website copy I had already created for this brand.
The overview
Nikki & Marcus, the founders of Lifetime Land USA, set out to make land ownership accessible and affordable, challenging the status quo that owning land has to be complicated or out of reach. They’re on a mission to help others find their dream land by selling raw land in rural areas across the US.
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Nikki first hired me to rewrite their outdated website copy to align with the sleek, modern design they’d already created. After seeing the results, she brought me back to overhaul their email welcome sequence as they transitioned to a new marketing platform––one that would convert better than their old sequence while aligning with their new website content.
The challenge
After seeing the old sequence, I noticed that it lacked structure (the emails didn’t build upon each other in a logical way), dragged on too long, and lacked a clear purpose or CTA to inspire action. Plus, the design felt outdated and disconnected from the new, modern layout we created for the website.
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The challenge was simple: to transform a scattered, outdated welcome email sequence into a sharp, logical sequence that led the subscribers from the first point of contact (reaching out to learn more about Lifetime Land’s services) to conversion through various calls-to-action (CTAs).
My approach
To tackle this welcome email sequence, I needed to create a psychologically compelling journey to move subscribers from curiosity to conversion.
Using my Make Waves, Get Sales System, I mapped out a strategic five-day sequence where each email builds upon the previous one. I also suggested the visual layout of each email (using section breaks, font formatting, image placeholders, etc.). Here’s what I did.
01
Break the Boring
I began by turning their generic welcome sequence into a strategic story arc with a clear purpose for each email, building momentum toward conversion. To make the sequence feel personal and engaging, I swapped out the standard company intro for a heartfelt mission story from Nikki & Marcus.
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I also tapped into Lifetime Land’s core message—making land ownership accessible to everyone—cutting through the typical real estate jargon with direct, conversational language that spoke to the reader’s desires.
02
Make Waves
I needed each email in the sequence to be direct, concise & structured to avoid overwhelming the reader. To guide them toward conversion, I focused on addressing key customer concerns that might hold them back from taking the next step in purchasing land.
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I crafted the messaging to speak directly to those fears while making the emails feel engaging and dynamic. For instance, I used subject lines with emotional triggers like "Have we failed?" instead of the usual "Checking in" and "Still searching for 'The One'?" instead of the more generic "View our listings."
03
Ride the Current
Once I had the structure of the sequence and the rough copy for each campaign, it was time to inject personality into every email. I made the copy more creative and fun to read, added personalization with the first name tag in various places, included emojis in the subject lines to make them stand out in the inbox, and made sure each email felt like a dialogue with the reader.
04
Measure the Splash
I believe the best way to ensure the copy delivers results is to test and tweak until it does! So, for each campaign, I created three subject line combinations to test. I also added preview text to each subject line to improve open rates by giving readers a peek into the email content.
To increase click-through rates, I strategically placed CTAs throughout the sequence, making sure there were multiple touchpoints for customers at different stages of their buyer journey.
The final results
Before my copy
→ Basic time-delayed emails with no clear strategy or purpose
→ No psychological triggers or methods to address customer objections
→ Template-based, generic content with little personalization or engagement
→ Limited subject line strategy with no A/B testing or preview text
→ Standard automated emails with no clear call to action or structure
→ No visual hierarchy or design consistency in email templates
After my copy
→ Purposeful emails that build on each other and guide the reader through a compelling story arc
→ Stories, social proof, FOMO & risk reversal to address concerns & encourage conversions
→ Rich storytelling, personalized content & emotional triggers that speak directly to the reader
→ A/B/C subject line testing with strategic preview text to increase open rates
→ Multiple conversion opportunities throughout the sequence with CTAs
→ Ready-to-implement email copy written in a visual layout with a clear hierarchy