How to create a Kajabi email sequence; the step-by-step Kajabi guide

If you’re a coach or course creator trying to scale your business on Kajabi, your email list isn’t just a vanity metric, it’s your most powerful tool.

Forget about follower counts and fighting the Instagram algorithm. You own your email list. And when you use it well, it turns warm leads into paying clients, without a single DM slide.

But most Kajabi users are either ghosting their list out of fear, or spamming it with generic “weekly updates” no one asked for. 

That’s why this guide is here to give you the real tea:

✅ The strategy behind writing emails people actually want to read

✅ Step-by-step tips for building high-converting Kajabi email sequences

✅ Tools, tactics, and tweaks that boost engagement without burning out your list

Whether you’re launching a new offer or re-engaging a list that’s gone colder than your forgotten morning coffee, this guide is packed with Kajabi email marketing tips to help you write messages that feel personal, convert consistently, and never get ghosted.

Why Email Still Matters in 2025

While Instagram’s playing hard to get with your visibility and your Reels get buried under a flood of algorithmic nonsense, email is still the most reliable way to connect directly with your audience.

Here’s why it still matters (and works):

• You own your list. There’s no algorithm to navigate – or worse, waking up to headlines about your main platform getting banned in your country (hi, TikTok drama).
• The stats don’t lie. Organic reach on social hovers around 5%. Meanwhile, email open rates average 15-25%, with recent data showing 41.2% is the new benchmark, and segmented campaigns can see up to 58.4%.
• It supports your entire customer journey. Whether you’re launching, nurturing, selling, or bringing cold leads back from the dead – email does it all.
  

So while everyone else is fighting for attention on the ’gram, your emails could be quietly doing the heavy lifting behind the scenes.

Build the Right Email Strategy First

You don’t need to be a copywriting queen or have 18 emails in your launch sequence, but you do need a clear purpose every time you hit “send.”

Because if you don’t know what you want your email to do… neither will your reader.

So, ask yourself these two questions before writing:

1. What do I want them to do after reading this?
   → Download something? Book a call? Click? Just hit reply? Know the action.
   
2. What kind of relationship am I building?
   → Are you the expert? The cheerleader? The tough-love coach? Your tone should match the kind of connection you want.
   

3 Key Email Strategy Tips:

If you’ve ever found yourself staring at a blank email editor wondering “what the hell am I even saying here?” – you’re not alone. Most coaches and course creators don’t struggle with writing… they struggle with what to write and why.

It’s not about cramming every email with value or sending three per week because some guru told you to. It’s about using email strategically to support the way your business actually works.

Here are three shifts I work on with nearly every client:

1. Match your metrics to your goal

Most people obsess over open rates like they’re the final boss of email marketing. But if your goal is to get webinar sign-ups or sell a course, your open rate is just step one.

Focus on click-through rate for sign-ups, conversion rate for sales, and reply/click behaviour for re-engagement. Let the goal lead the metric, not the other way around.

Examples of matching metrics to goals:

• Webinar sign-ups → Click-through rate
• Course sales → Conversion rate
• Re-engagement → Reply or click activity

For a deeper dive, have a read of Email Marketing Metrics: What to Track and What to Ignore

2. Prioritise quality over list size

A smaller, engaged list is infinitely more valuable than a big, silent one full of lurkers who only signed up for your freebie and ghosted.

Prune your list regularly. Segment it. Talk to the people who want to hear from you, and don’t be afraid to let the rest go.

3. Don’t send emails just to stay “visible”

You don’t need to be in their inbox every week just for the sake of it. If you’re sending emails with no clear purpose, you’re training your audience to tune you out.

Every email should have a job. Is it to build trust, deliver value, or guide someone toward a decision? 

When you treat your list like a group of real humans (with actual problems and short attention spans), your emails become less of a chore, and more of a tool for connection and conversion.

Creating a Kajabi Email Sequence Step-by-Step

Here’s how to set up a sequence that actually does what it’s supposed to: nurture your audience, build connection, and get those clicky-clicks that lead to conversions.

Step 1: Start a New Sequence

Head to Email Campaigns in your Kajabi dashboard and select “Email Sequence.”

Give it a name that actually makes sense (like Q4 Launch Sequence or Freebie Nurture Series). Don’t call it “Sequence 1” unless you want to lose your mind later when you’ve got 10+ in your dashboard.

Step 2: Choose Your Editor

Kajabi offers two:

• Classic Editor – best for personal-feeling emails with plain formatting (this is what I recommend for 99% of service-based businesses).
  
• Visual Editor – better for design-heavy emails or newsletters, but can sometimes feel clunky on mobile.
  

Top tip: Don’t overdo the graphics, it’ll slow things down and land you in spam.

Step 3: Craft Your First Email (Day 0)

This one goes out immediately after someone opts in, so make it count.

• Keep the subject line clear and human (avoid spammy words like “FREE” or “GUARANTEED”)
• Use plain, conversational language
• Include the lead magnet link or promised resource right away, don’t make them dig for it
• Ask them to reply! This boosts deliverability and starts a two-way conversation.

Step 4: Build Out the Sequence

Think of your sequence as a mini funnel. Each email should move your subscriber one step closer to your goal (e.g., booking a call, buying a course).

Here’s a quick example timeline:

Use Kajabi’s automations to tag subscribers based on clicks, opens, or purchases. This lets you exit people from a sequence when they convert (so they’re not getting “last chance!” emails after already buying – ew).

Step 5: Test (then test again)

Don’t just build it and hope for the best.

• Preview each email on desktop and mobile
• Send a test to yourself first
• Check your links, especially lead magnets and CTAs
• Review the automations and delays before you go live

Email Marketing Best Practices to Boost Engagement

You’ve built the sequence. Congrats! But getting it opened and read, that’s a different beast.

Here’s how to do that:

Write like a human and not a brand

You’re not a faceless brand, you’re a real person talking to another real person.

So please, for the love of open rates:

• Don’t copy-paste a canned email sequence you downloaded from someone else’s funnel.
• Don’t repurpose an Instagram post and call it a day.
• And don’t be afraid to write like you actually talk.
  

Use contractions. Tell a story. Break the rules if it sounds more like you.

Use your preview text like a second subject line

You’ve got about 3 seconds to convince someone not to swipe left and delete. Preview text is PRIME inbox real estate.

Use it to ease the value, create curiosity, or ask a question.

Ask for replies

Yep. Literally just… ask.

Something like “Hit reply and tell me your biggest struggle with X” or “Does this sound like you?”

This signals to email providers that your emails are wanted, which keeps your deliverability high and your content out of the spam folder.

It also makes you more memorable.

Use buttons, not just text links

People skim. Give their eyeballs something obvious to click.

Kajabi lets you drop in buttons with clear calls to action like:

• “Download Now”
• “Book Your Free Call”
• “Watch the Training”
  

Remember: Use one CTA per email.

Segment based on behaviour

Don’t treat everyone the same.

If someone clicked your sales page but didn’t buy? They need a different follow-up than someone who hasn’t opened an email in 3 weeks.

Kajabi’s automations and tags make this easy, so use them.

Common Kajabi Email Marketing Mistakes

• Ignoring your deliverability score. If no one’s seeing your emails, nothing else matters. Check your sender reputation and warm up new lists properly.
  
• Sending only promo emails. If every email is “buy now,” don’t be surprised when people tune out (or unsubscribe). Mix in value, stories, and connection.
  
• Overloading your emails with images. Fancy layouts might look nice, but too many visuals can slow load time and flag spam filters.
  
• Never testing your sequence. Broken links, bad automations, or typos in subject lines? Test everything before you hit “go.” Then test again.
  
• Using the same CTA every time. Change it up based on the goal of the email.
  
• Writing like a robot (aka ChatGPT). Your emails should sound like you.
  
• Not segmenting your list. Sending launch emails to people who’ve already bought? Big nope. Use Kajabi’s tagging features to avoid this.
  

Tools That Help You Track and Improve

• Kajabi Analytics – track open rates, click-throughs, purchases, and email engagement right inside your dashboard.
  
• Google Analytics + UTM Links -add UTM parameters to your email links so you can see exactly what traffic came from what email, and what they did once they hit your site.
  
• Email preview tools – use tools like Litmus or Email on Acid to test how your emails look across different inboxes and devices.
  
• Heatmaps (like Hotjar or Clarity) – want to know what happens after someone clicks through? Use heatmaps on your landing pages to see where people scroll, click, or bounce.
  
• Deliverability checkers – tools like Mail-Tester.com or Sender Score help you see if your email is likely to land in inboxes or get flagged as spam.

Example Kajabi Email Sequence

Here’s a simple 6-email flow that builds trust and leads naturally into your offer -without feeling pushy.

Email 1: Welcome + Lead Magnet Delivery

Goal: Build trust and deliver what you promised

• Send your freebie right away (no waiting, no friction)
• Reaffirm the benefit of what they just downloaded
• Ask a simple question to encourage replies (boosts deliverability + starts convo)
• Example CTA: “Hit reply and give me your feedback on [the freebie name]”

Email 2: Quick Win + Related Content

Goal: Deliver value + show your expertise

• Give them a super actionable tip related to the lead magnet
• Link to a blog post, podcast, or video that expands on the topic
• Example CTA: “Read this blog, where I break down the exact steps to [related problem/solution].”

Email 3: Share a Personal Story

Goal: Build connection + shift beliefs

• Share a relevant experience from your own journey or a client success story
• Make it emotional or relatable, but keep it purposeful
• Tie it back to your offer’s transformation
• Example CTA: “Been there too? That’s exactly why I created [Offer Name], so you don’t have to figure this out the hard way.”

Email 4: Introduce Your Offer

Goal: Present the solution (aka your offer)

• Explain what your offer is, who it’s for, and why it works
• Highlight the core transformation, not just the features
• Example CTA: “Ready to [solve the problem]? Here’s where to get started.”

Email 5: Handle Objections

Goal: Answer the “but what if…” questions before they’re asked

• Address common hesitations (price, timing, overwhelm)
• Reframe them as opportunities
• Include client wins or social proof
• Example CTA: “Not sure it’s right for you? Book in a free 0 no-pressure clarity call.”

Email 6: Final Call + Urgency

Goal: Create momentum + close the loop

• Remind them what’s at stake if they don’t take action
• Reinforce the benefits
• Add urgency (deadline, limited spaces, bonus expiring, etc.)
• Example CTA: “Doors close tomorrow at 5pm. Hit this link to claim your spot before it’s gone.”

Further Resources to Improve Your Kajabi Email Marketing

Want to go deeper into building high-converting email campaigns inside Kajabi? Here some extra reading to help you fine-tune every part of your strategy:

• How to Write Email Subject Lines That Get Noticed and Opened
• Email Marketing Metrics: What to Track and What to Ignore
• 21 Creative Ways to Build an Email List from Scratch
• When to Send Your Marketing Emails
• Mastering the Art of Interactive Emails

Final Thoughts

You don’t need to send more emails. You need your Kajabi funnel to work properly – with the right automations, at the right time, guiding the right people toward the right offer.

Whether your setup just needs a few tweaks or a total overhaul, it’s worth getting it right, so your email list can actually do what it’s meant to (support your business and drive conversions).

Not sure what’s broken or where to start?

Let’s figure it out together. As a Kajabi Expert I offer strategic Kajabi packages to help you setup your email marketing and sequences.

Book a free consultation call – no pressure or pitch, just a quick chat to see what’s going on and how I can help.

FAQs About Kajabi Email Sequences

Can I automate emails in Kajabi?

Yep. You can trigger emails based on opt-ins, purchases, form submissions, and more. Add automations to tag, segment, or start sequences without lifting a finger.

Can I resend emails to people who didn’t open?

Not directly, but you can duplicate the email, segment your list, and resend to non-openers manually. 

Do I need another email tool, or is Kajabi enough?

For most coaches and course creators, Kajabi is more than enough. If you’re running complex multi-brand setups or need deep segmentation logic, a tool like ActiveCampaign might work better. But for 90% of people, Kajabi’s solid.

Can I personalise my emails in Kajabi?

Yes! You can use dynamic fields to personalise with names, products, or offers.