Email sequences are a powerful tool for sales and marketing teams.
Any business that wants to grow, prosper and stay ahead of its competitors must have an email automation strategy.
The real question is how to design and optimize a consistent and predictable email sequence.
In this blog, we’ll look at everything you need to know about email sequences, including what they are, how to set them up, and some examples.
What are Email Sequences?
Email sequences are a series of automated emails you send to a specific group over a set period. These emails are designed to achieve a particular goal, such as building customer relationships, promoting a new product or service, generating leads or sales, and more.
Email sequences can be created for various purposes and are tailored to the needs of the business or the target audience.
For example, a welcome series can introduce new subscribers or customers to the company, its products, or services and establish a connection. One can create a promotional sequence for a specific product or service to generate sales and increase revenue.
Companies build a lead nurturing series to build relationships with potential customers and guide them through the sales funnel.
Email sequences are usually automated, which triggers specific actions, such as a new sign-up, a purchase, or an abandoned cart. They can be created using email marketing software or tools, which allow businesses to design, schedule, and track the performance of their email sequences.
Importance of an Email Sequence
1. Nurturing leads and building relationships
Email sequence allows businesses to nurture leads and build relationships with their audience over time. It is essential because people are likely to buy from companies they know, like, and trust. By delivering relevant and valuable content to subscribers, businesses can establish themselves as experts in their field and build trust with their audience.
As a result, when subscribers are ready to make a purchase, they are more likely to choose the business they have a relationship with.
2. Maximizing revenue and sales
Email sequence can promote products and services, provide special offers or discounts, and encourage subscribers to purchase. Businesses can increase their revenue and sales by strategic timing and targeting their email sequence.
For example, companies can send emails leading up to a sale or promotion to create buzz and anticipation, or they can send abandoned cart emails to remind customers to complete their purchases.
3. Saving time and resources
Email sequence is automated, which can be set up once and run on autopilot.
For example, you can set up a welcome series that can automatically send to new subscribers, introducing them to the business and its products or services without any additional effort from the company. It saves businesses time and resources they would otherwise spend on manual outreach and communication.
4. Increasing engagement and retention
By delivering consistent and relevant content to subscribers, businesses can increase engagement and encourage subscribers to stay subscribed.
For example, companies can set up a newsletter sequence that delivers regular updates and valuable content to subscribers, keeping them engaged and informed. It leads to higher retention rates and a more engaged audience.
How to Create an Email Sequence?
1. Determine the goal of your email sequence
Before creating an email sequence, it’s essential to determine its purpose. What is the purpose of your email? Is it to introduce new subscribers to your business, promote a new product or service, or nurture leads through the sales funnel? The goal of your email sequence will determine the content, timing, and structure of your emails.
2. Choose an email marketing software
There are many email marketing software options available, one of which is NotifyVisitors. Choose one that fits your needs and budget, and create an account.
3. Segment your audience
Segment your audience based on their interests, behavior, or demographics. It will allow you to deliver targeted content to specific groups of subscribers.
4. Plan your sequence
Plan the structure and timing of your email sequence. Determine how many emails you will send, what content you will include in each email, and how long the series will run.
5. Write your emails
Write the content of your emails, keeping in mind the goal of your sequence and your audience’s interests. Use a clear and engaging tone, and include relevant images or links.
6. Set up automation
Set up automation rules that trigger your email sequence based on specific actions, such as a new sign-up, a purchase, or an abandoned cart. It will ensure that your emails are delivered at the right time to the right people.
7. Test and optimize
Test your email sequence to ensure it delivers the desired results. Analyze your emails’ open and click-through rates, and make adjustments as needed to improve engagement and conversions.
Examples of Email Sequence
1. Welcome sequence
A welcome sequence is a series of emails that introduces new subscribers to your business and builds a relationship with them.
This sequence typically starts with a thank you email, followed by an introduction to your brand, and may include an offer or discount code to encourage a purchase. The purpose of a welcome sequence is to create a positive first impression and build trust with your new subscribers.
In the example below, Jewelry brand Pandora sends five emails to new subscribers every 14 days.
Engage subscribers by personalizing the email below: “Kathleen, start your Pandora wish list today!”.
This email invites the reader to create a wish list and offers the option to store ring and bracelet sizes in their account for easy shopping.
The email also includes 10% off for a limited time only. The main focus of this email is the wish list feature and the most popular products.
2. Abandoned cart sequence
An abandoned cart sequence is a series of emails encouraging customers who left items in their cart to complete their purchase. This sequence might start with a reminder email that the customer has things in their cart, followed by a discount offer to incentivize them to complete the purchase. The final email may be a reminder that their cart’s items will soon be removed.
The above given example clearly explains to the buyer that items are left in their cart and also clearly reminds them to complete their purchase.
3. Nurture sequence
A nurture sequence is a series of emails that educates leads and moves them through the sales funnel. This sequence might include educational content, such as blog posts or videos, product demos, and customer testimonials.
The goal is to establish your brand as an expert in your industry and help leads understand how your products or services can solve their problems. It’s good if you can keep the messaging as on-brand as possible, as done by Dims the furniture email example.
4. Product launch sequence
A product launch sequence is emailing promoting a new product or service. This sequence might start with teasers or sneak peeks, a launch announcement, and customer testimonials or reviews. The goal is to generate excitement and interest in your new offering as given in the example below.
5. Re-engagement sequence
A re-engagement sequence is a series of emails encouraging inactive subscribers to re-engage with your brand. This sequence might start with a reminder of the benefits of your products or services, followed by a special offer or incentive to encourage a purchase.
The final email may be a goodbye message, letting subscribers know they will be removed from your list if they do not respond.
This email from Amazon mentions the product the person didn’t buy and includes links to guide the person through completing the purchase. It also offers a one-day delivery option through its amazon prime me scheme
6. Event sequence
An event sequence is a series of emails that promotes an upcoming event, such as a webinar, workshop, or conference. This sequence might include reminders about the event, a registration confirmation, and customer testimonials as clearly depicted in the example below by Hipster..
7. Post-purchase sequence
A post-purchase sequence is a series of emails encouraging customers to engage with your brand after purchase. This sequence might start with a thank you email, followed by product recommendations or reviews. The goal is to encourage repeat purchases, gather feedback on the customer’s experience, and establish a relationship with the customer.
Overall, email sequences are powerful for building relationships with subscribers and customers and driving conversions. The key is to identify your goals and create an arrangement that provides value to your audience and encourages them to take action.
For getting more information on email sequences, schedule a demo with NotifyVisitors.
1. What is an Email Sequence?
An email sequence is a series of automated emails sent to subscribers or customers on a schedule. The purpose of an email sequence is to nurture leads, build relationships with subscribers, and drive conversions.
2. What are the Benefits of Using Email Sequences?
Email sequences are a powerful tool for building relationships with your audience and driving conversions. Some benefits include increased engagement, better segmentation, higher open and click-through rates, and more targeted marketing.
3. How Do I Create an Email Sequence?
To create an email sequence:
- Start by identifying your goals and determining what actions you want your subscribers to take.
- Create a schedule for your emails and plan out the content for each email in your sequence.
- Set up your email automation tool to send the emails on a schedule.