No-Show Sequence — Bought The Build, Didn't Attend
Audience: People who purchased The Build ($47) but attended 0 sessions Platform: MailerLite Timing: Email 1 = day after Session 3 (April 23). Must NOT overlap with post-Build sequence — segment by attendance. Goal: Re-engage without guilt-tripping, offer a path back to the material, surface what they missed Preceding sequence: Buyer sequence (5 emails, pre-event)
Email 1 — Life Happened
Subject: You missed The Build — here's what to do Send: Day 1 (April 23)
I noticed you didn't make it to The Build this week. No judgment — schedules shift.
Here's where things stand:
You still have the Practice Brain skill from your purchase confirmation email. If you haven't built it yet, that's the place to start. 6 documents about your practice — services, clients, voice, pricing, outcomes, and operations. Takes about 30 minutes with dictation.
The Practice Brain is the foundation everything else runs on. Without it, the session skills produce generic output. With it, they produce output specific to your firm.
I'm figuring out the best way to get the session material to people who couldn't attend live. Reply to this email and tell me what happened — it helps me plan.
— Kathryn
Email 2 — What You Missed
Subject: What happened at The Build Send: Day 4 (April 26)
Here's what the attendees built last week:
Monday — Find: Scan your client roster for expansion opportunities. Clients using 1 service who could use 2. Relationships overdue for a conversation. Revenue you're leaving untouched.
Tuesday — Prove: Feed the skill 1 completed engagement. It produces a case study, a testimonial request email, and a LinkedIn post. 1 engagement becomes 3 pieces of proof.
Wednesday — Close: Describe a prospect conversation — what they need, what you discussed. The skill generates a scoped proposal with your pricing, proof, and specific language attached.
Every skill reads from the Practice Brain. That's why building it first matters — the output is only as specific as the data you give it.
I'll have next steps for you in a few days.
— Kathryn
Email 3 — Your Options
Subject: 2 options for you Send: Day 7 (April 29)
Since you bought The Build but couldn't attend, here's what I can offer:
Option 1: Next cohort credit. When I run The Build again, your $47 carries over. Same sessions, same skills, different dates. You show up, you build. Reply "next cohort" and I'll add you to the list.
Option 2: Practice Builders membership. The Build was Month 1 of Practice Builders — a monthly membership where practice owners install 1 new skill every month, live. If you join, you get access to the full Build session material plus every future skill. $97/month for founding members. Reply "membership" and I'll send you details when it opens.
Either way, you own the Practice Brain skill from your purchase. Start there if you haven't already — it takes 30 minutes and it's the foundation for everything else.
— Kathryn
Notes for Kathryn
- Segmentation: This sequence ONLY goes to buyers who attended 0 sessions. If someone attended 1-2 sessions, they should get the post-Build sequence instead (they experienced enough value to pitch Practice Builders).
- Attendance tracking: You'll need to track this manually or via Zoom registration reports. MailerLite can't know who attended unless you tag them after each session.
- "Next cohort" replies: Tag these contacts. When you schedule the next Build, they get first notice. Honor the credit — they paid $47 and got nothing yet.
- "Membership" replies: Tag separately. These go on the Practice Builders founding member list.
- No guilt, no pressure: These people paid. They're not prospects — they're customers who had a scheduling conflict. The tone is service, not sales. Don't make them feel bad for missing.
- Replay question: If you decide to offer session recordings, this sequence changes. Email 2 becomes delivery ("here are the recordings") and Email 3 becomes the Practice Builders pitch. Decide before April 22 whether replays will be available.
Built by Kathryn Brown — Practice Builders