If you’ve ever sent a batch of “nurture” emails only to watch your open rates flatline and your leads ghost you, you’re not alone. Most “drip campaigns” sound good on paper, but don’t actually move the needle. If you want to build nurture sequences in Mylighthouse that actually get people to act, you’ll need a plan, a few honest guardrails, and a willingness to keep things simple.
This guide is for marketers, founders, and anyone who needs to turn interested leads into actual customers—without drowning in marketing theory or chasing the latest “hack.” Here’s how to do it, step by step.
1. Get Your List (and Your Expectations) Straight
Before you write a single email, get clear on two things:
- Who are you emailing?
Is this a cold list, warm leads, trial signups, or folks who already know you? Don’t treat them all the same. - What’s a “win” for you?
Is it a booked call, a product signup, or just a reply? “Better conversion” only matters if you define it.
Pro tip:
Don’t expect a nurture sequence to work miracles on a list that never wanted to hear from you in the first place. If your leads are stone-cold, warm them up elsewhere first.
2. Map Out the Customer Journey (Don’t Overthink It)
Mylighthouse gives you lots of options, but people get stuck trying to build the “perfect” journey. Here’s what actually matters:
- List the key stages:
Example: Downloaded ebook → Opened first email → Clicked link → Booked demo. - Decide on 3-5 touchpoints:
Any more, and people will tune you out. Most nurture campaigns fizzle because they try to do too much. - Assign a simple goal to each step:
(Open, click, reply, etc.)
You can sketch this on paper or in a doc before you touch any software. It’s about clarity, not complexity.
3. Build Your Sequence in Mylighthouse
Now, open up Mylighthouse and set up your nurture flow. Here’s how to keep it practical:
a. Start a New Sequence
- Go to “Sequences” and hit “Create New.”
- Name it something you’ll recognize in three months.
b. Add Your Steps
For each step:
- Choose the trigger:
(e.g. “Wait 2 days after previous email,” or “If user clicked link, send X”)
- Write the email:
Keep it short. If you’re not sure, err on the side of fewer words.
What works: - Clear subject lines (not clickbait). - One call-to-action per email. - Personalization—use the person’s name, company, or something real.
What to skip: - Fancy HTML layouts. Plain text often gets better deliverability and feels more personal. - Long intros. Respect people’s time.
c. Use Branching Sparingly
Mylighthouse lets you build logic branches (if they click, send this; if not, send that). Don’t go wild with endless branches—you’ll end up with spaghetti.
- Use one or two branches max, for big decision points (like “booked demo vs. didn’t”).
- Review your flow visually before saving. If it looks like a subway map, simplify.
4. Write Emails People Might Actually Read
You don’t need a copywriting certification. Just be clear and useful.
What to do: - Open with why you’re reaching out (“Saw you downloaded our guide…”). - State what’s in it for them (“Here’s a quick tip to help with X…”). - End with one simple next step (“Want to see how this works in practice? Book a call here.”)
What to avoid: - Fluff (“We’re passionate about digital transformation…”). - Over-promising (“Unlock 10x growth in 10 days!”).
If you wouldn’t open or reply to it, neither will they.
5. Set Up Tracking (and Actually Look at It)
Mylighthouse tracks opens, clicks, and replies. Use this, but don’t obsess.
- Set up basic goals:
(e.g. “Clicked link in Email 2”) - Check metrics weekly:
Look for big drop-offs. If you see 40% open → 2% click, your message or offer isn’t landing.
Don’t waste time on: - Micro-optimizing subject lines if your content isn’t relevant. - Worrying about open rates alone (these are getting less reliable all the time).
6. Optimize One Thing at a Time
This is where most people mess up. They change everything at once, then have no idea what worked.
- Pick one variable:
Subject line, CTA, timing, or content. Change only that for a batch, then compare. - Run A/B tests:
Mylighthouse lets you split test. Use it, but don’t get lost in the weeds—small lists won’t show clear results anyway. - Keep a changelog:
Write down what you changed and when. Future you will thank you, especially if you need to undo something.
7. Don’t Trust “Best Practices” Blindly
You’ll hear a lot about “optimal send times” or “the perfect sequence length.” Here’s what’s real:
- Frequency: Every audience is different. For B2B, 2-3 days between emails is usually fine. For B2C, sometimes daily works.
- Length: 3-5 emails is a solid starting point. More than 7, and you’re probably annoying people.
- Tone: Real humans > “marketing speak.”
If your email sounds like a robot, it’ll get ignored.
Ignore:
- Anyone telling you there’s a magic formula. Test with your audience, not someone else’s.
8. Hit Send—Then Watch and Iterate
Once you’ve set up your sequence, hit start. Don’t wait until it’s “perfect.” No sequence is perfect the first time.
- Watch your first batch of sends.
- Take notes on real replies (not just stats).
- Be ready to swap out emails that aren’t working—don’t get sentimental.
9. Housekeeping: Keep Your List Clean
Even the best nurture sequence can’t revive a dead list. Every month or so:
- Remove hard bounces and unsubscribes.
- If someone never opens or clicks, consider pausing them to protect your sender reputation.
Mylighthouse makes this pretty straightforward, but you still have to do it.
10. When (and How) to Get Fancy
If your basic sequence is working, then and only then should you consider:
- Adding SMS or in-app messages.
- More advanced branching based on behavior.
- Dynamic content for different segments.
But don’t start here. Most of the time, simpler sequences outperform the fancy setups—mainly because they’re easier to manage and iterate.
Final Thoughts: Keep It Simple, Ship, and Improve
Don’t let “optimization” get in the way of actually sending useful messages. Start with a simple nurture flow in Mylighthouse. Watch what real people do, not just what the stats say. Adjust one thing at a time. And remember—most nurture sequences fail because they’re too complicated, not too simple.
Keep it honest, keep it moving, and your conversion rate will thank you.