The Ultimate Guide to Email Sequences

This guide will help you supercharge your email marketing campaigns. Email sequence strategies automate time-consuming email marketing processes. In addition, you will be able to convert potential customers more effectively through such techniques. 

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What is an Email Sequence? 

A sequence of emails is a series of emails sent automatically to a target audience. The email sequence is created based on triggers and sent in series, unlike the non-sequence type, which requires manual preparation each time. 

Email sequences can be triggered in two ways. You can either set up a sequence based on customer behavior or according to a predetermined schedule. 

As examples of the first type, here are some behaviors/actions of customers: 

• Browsing websites
• Abandoning a shopping cart
• Content reading
• Content downloading
• Purchasing of products
• Join a mailing list

A drip email sequence (also known as drip marketing) sends emails at predetermined intervals.

Examples are:

• One month after purchase
• After opting-in
• On the anniversary of the customer’s subscription

You can send automated emails on a predefined schedule using email drip campaigns. It works like a linear email sequence, where you send personalized pre-written messages to potential customers over time. 

The email sequence is launched only once, so you don't have to write emails every time. Instead of you doing that, the email sequence software will do it for you. 

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How Email Sequences Can Help Your Business

There are many reasons why businesses use email sequences. The first benefit is that it saves them time and increases their ROI. 

It is also helpful to send follow-up emails to maintain engagement. Leads fall out of the sales funnel when they are not followed up on. To avoid losing potential customers, businesses use email sequences to ensure continuous customer engagement. 

Moreover, it reduces the time spent sending follow-up emails. You can save time with email sequences by focusing on other aspects of your business. 

You can also use email sequence tools to make your approach more personal. It does not mean you will sound dead just because it is automated. 

With email sequence software, you can enhance the human touch with a one-click personalization feature. To ensure that each email connects with its target recipient, it comes with a variety of personalization elements. 

When tweaking the content of the email sequence template your software provider will provide, use your buyer persona as a guide. You should change the tone of voice and twist the content according to your target audience. 

Other advantages of email sequences include: 

• By monitoring metrics, such as open rate, unsubscribe rate, click rate, and reply rate, the software can help you make improvements. 
• Using an email sequence tool will also ensure that you do not spam your target audience.
• You can also filter out uninterested recipients using the software. 
• Target only profitable prospects to close sales faster. Make sure you know which leads are unresponsive in your list so you can stop wasting your time on them.

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What are the Benefits of Email Sequences?

Businesses that use email sequences report better acquisition of new leads and customer retention. Additionally, they have higher conversions and revenue. Strategically setting up your email sequences will prevent you from losing customers at critical points.

Here are a few more benefits: 

• Email campaigns triggered by lead actions have higher open rates than mass-send campaigns. 
• Saves time and money - You don't need to involve any of your employees in prodding target leads down the sales funnel. 
• The drip marketing campaign is a reactive marketing method that eliminates irritation among target leads. When recipients are open to reading your emails, your emails reach their inboxes. 
• It also allows you to increase brand awareness among your leads and up-sell and cross-sell to them. Creating loyal customers who make repeat purchases is the best way to create repeat business. 

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Types of Email Sequences

The following are the fundamental types of email marketing sequences: 

1) Welcome email sequence

The software will send a welcome email to anyone who signs up or registers on your site. Comparing this approach to promotional emails, it delivers 320% higher revenue results. ‍

2) Onboarding email sequences 

The next step is to send them onboarding messages after sending them a warm welcome. With this approach, you demonstrate your value to your target audience and keep them engaged with your brand.

3) Abandoned cart sequences

If a customer abandons their cart on your site, your site should trigger an abandoned cart sequence. This approach is very effective in terms of revenue.  46.1% of leads open such emails, 13.3% click the CTA, and more than 35% of those who click the CTA proceed to buy.

4) Repeat customer sequences 

Your existing customers will be kept engaged with this sequence. They won't be able to turn their loyalty elsewhere in this way.

5) Reengagement sequences

Customers sometimes fail to engage with your business again. Reengagement sequences can resolve such lukewarm behavior. Send those emails with incentives and discounts.

As a marketing strategy, reengaging existing customers is cheaper than targeting new ones.

6) Cold sales outreach sequences

A cold email outreach sequence like this is a good approach to use if your business does that. A minimum of three emails are available for this type: 

• The opening of a cold email

• 2 - 3 days after the opening email, a reminder email will be sent.

• After a reminder email has been sent, a break-up email is sent four to five days later.

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Setting Up Email Sequences that Work

Keep in mind the following tips:

1) Show that you are a person and not a robot

Your subject line should be written as a human would. You demonstrate your individuality by using easy-to-understand language, using lowercase letters, or purposefully injecting grammatical errors. 

You can use the following subject lines: 

• You should not open this email - it uses reverse psychology
• It sounds like you are dealing with a torment point - you are not alone
• Shows your eagerness to assist - shows your willingness to assist
• You have found the answer you are looking for - for a prospect who is looking

‍2) Keep your emails concise and to the point. 

Email marketing isn't like an essay contest. Use short lists whenever possible and present your most important ideas at the beginning.

3) Use the right tools for the tasks. 

Use Tasks if you want to give your recipients an exciting assignment. Schedule meetings using Meeting Requests, and ask them to fill out surveys using Voting Buttons.

 4) Think of your target audience 

Clarify your message so that readers can understand it. Don't use terms specific to your field of expertise if your readers don't have that background. When writing to recipients from different geographical areas, avoid using idioms and slang. 

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Conclusion

Every email in your personalized email sequence marketing must be delivered in a timely manner, have engaging content, and be beneficial to your recipients. The most important thing you should always keep in mind is this. When it comes to email marketing and web marketing, content is your most powerful weapon. 

Everything you create, including leaflets, videos, and emails, is meant to sell something to people. To achieve this goal, you must provide helpful content that is transparent, actionable, and honest, which can help people ease their pain points and achieve their goals.