A open love letter to all of the automating, opt-in sequencing queens out there.

** I wrote this love letter to those of you who might have made this mistake yourselves and even for those of us who allow our clients to fall into the same trap. **


Dear beautiful creative soul,

Have you wondered why I recently unsubscribed?

I landed on your gorgeous website and read it from cover to cover. It spoke to me. I adore your easy-to-digest blog posts, your simply beautiful design flourishes, and your whole online vibe. I particularly love how your Instagram feed captured my attention (and, I’m not sure, but I think it’s how I found you!).

It took a lot for me to invite you into my inbox. It’s a sacred place these days. It’s reserved for opt-ins, e-courses, and newsletters that compel me to take notice and tackle something new. You were granted access to my email address and in return I was trusting you were going to treat it with the same respect you’d want yours treated.

While we are on the subject of how you like to be treated, I’m curious. How DO you like to be approached? What kinds of things do you appreciate hearing about the first few times you hear from someone? Are you considering those answers in your current strategy? I’m honestly asking this of you because I have a hunch you may have fallen into what I’m calling the typical-automation-sequence.

Let me explain.

Maybe you’ve signed up for a newsletter service provider who’s done the heavy lifting for you. Initially, you think, awesome, all I need to do is personalize a few words here and there and I’ve got this machine ready to onboard new subscribers!

Maybe you’ve taken a course where you’re given, “The exact templates I used to launch my six figure course.” I know you just how badly you want to help more clients and customers. I see the fire and passion in your eyes. And it’s easy to think THIS is the answer.

Maybe you’ve simply paid attention as you’ve signed up for other newsletters yourself and you’ve personalized their process for your own subscribers.

Do you know what you’ve lost sight of?


I’m longing to build a connection with you. I want to get to know you. I’m pretty sure I already like what you’re saying so this is your opportunity to take me to that next level of trust.

The fastest way to break that trust is to enroll me in some cookie cutter, overused, and typically templated automation sequence that is becoming as predictable as the sun rising each morning.

Enough already. It seems like it’s all the rage these days. I want you to know I’m over it.

I see you. I know how hard you’re working to build a thriving business. I realize there are only so many hours in a day.

I want you to know that I understand your heart is in the right place.

I’ve seen the research that shows how effective automation sequences can be. I believe used strategically and in collaboration with your website goals, you can implement a solid series of follow-up emails that DO work. The reality is that these template ideas might work for some businesses and I need to be honest. I don’t think they are working for you.

I say all of this with the greatest respect for what you do.

I signed up to receive news & opportunities from you directly in my inbox. I did it based on the warmth and authenticity I felt when I read the copy on your website. This stock automation follow up series you’ve embraced? It’s not you. I also have a hunch this isn’t a surprise either. You’ve likely been feeling something was ‘off’ too, but you couldn’t quite put your finger on it.

Please, for the sake of all your subscribers, press pause on your all-too-predictable sequence. It’s time to stop letting other people tell you how to connect with your audience.

I absolutely believe you can develop an automation sequence that will help me foster a relationship with you.

What I don’t believe is that there is a one size fits all approach that you can effortlessly employ.

My greatest wish? That you take some time, look in your heart, and find the words that YOU would use to show me around. And if you don’t know? Ask me. I’ll tell you what I’d like to learn from you. I’d be willing to bet I’m not the only one. Ask your audience about the frequency we prefer. Ask us how you can help. Ask us how we like to be approached. We will tell you. You’ll be able to use all that data to inform a strategy that truly converts AND turns me into a brand ambassador.

Just, please, p l e a s e, PLEASE, for the love all things you hold dear, stop the cookie cutter sequences and take the time to develop a personalized and custom strategy that makes me desperate to buy from you and hire you because you truly *get* me. Maybe then I’ll come back and hang out with you longer.


Your latest unsubscriber Krista


In the comments, I’d LOVE to hear what your thoughts are. What’s works and doesn’t work for you and your clients? Any processes you’ve seen that you LOVE? Gush, please!

  • Sandra March 29, 2017, 1:22 pm

    Yes to this! What all these templated automations have really done is make those who do not use them stand out. I love reading an engaging update and it does make me ‘click thru’.

    • Krista Smith March 29, 2017, 2:05 pm

      Totally agree, Sandra. It’s just SO insincere. I say take the time and do it right.

  • Janet March 29, 2017, 10:52 pm

    Funny this popped in (welcomely I might add) my inbox when I just took the time to unsubscribe to a ton of inbox noise. You nailed it. I think there are TONS of nice inboxes out there who are ready for something different!

    • Krista Smith March 30, 2017, 1:48 pm

      Thanks, Janet! There absolutely is a great way to do this. I love how you framed it — ready for something different. That’s it!

  • Gab White March 30, 2017, 1:47 pm

    Such a great post, Krista! It’s so important to remember how much those genuine connections really matter.

    • Krista Smith March 30, 2017, 1:50 pm

      Thanks Gab! YES — genuine connections definitely matter. xo

  • Liz Applegate March 31, 2017, 12:43 am

    Loving this, Krista! Connection is key.

    • Krista Smith March 31, 2017, 2:03 pm

      Thanks, Liz!

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