6 Winning Email Sequences for Online Businesses
If weekly newsletters are the only thing you do as part of your email marketing strategy, then you are not using this strategy efficiently.
If your reason is, “But I don’t want to feel spammy to my subscribers.” I get it.
Enter email sequences.
Targeted email sequences are far from spammy. They are sent at just the right time, triggered by previous actions for the most part. These make them hyper-relevant and anything but spammy.
This article will explore six email sequences that every online business needs. We'll break down what each sequence is for, why it's important, and how to create emails that get results.
What is an Email Sequence?
An email sequence is a series of emails automatically sent to a particular set of people on your email list.
Using email sequences in your email marketing strategy is a great way to reach your audience in whichever phase of the buyer's journey they're currently in.
With the various email automation tools available in the market, sending email sequences to your email list becomes easier, allowing you to nurture leads, boost engagement, and drive conversions on autopilot. You write the emails you want to send, set it up to your chosen automation tool, and watch your email marketing run smoothly in the background.
Types of Email Sequences
Knowing the different types of email sequences is important to avoid sending the wrong message at the wrong time.
We don’t want to bombard brand-new subscribers with a long, purely sales-focused sequence. While effective, such sequences have their place, and triggering one right after someone joins your list isn’t ideal. It’s actually the quickest way to lose them.
So what are the types of email sequences?
1. Email Nurture Sequence
This is the first email sequence your new subscriber will receive upon signing up to join your email list. The purpose of this email sequence is to build trust and credibility among your subscribers and to establish yourself as an expert in your niche.
The emails can include an introduction to your brand, who you are and what you do, how your products and services can help your audience and how the same offerings have helped previous clients by showcasing testimonials. These emails also set the expectations of your subscribers on what kind of content they will receive from you in the future.
Make sure the welcome email you send is warm and actually welcoming. You can also express gratitude for they’ve willingly joined your email list. Provide real value by sharing valuable content like informative blog posts, helpful tutorials, and the like to keep subscribers engaged.
2. Cart Abandonment Email Sequence
Did your customer add your course to their cart and never complete their purchase? This is a common occurrence in online shopping, known as cart abandonment.
It can happen for various reasons, they might be interrupted by their kid, receive a phone call, or simply not have their credit card with them.
We have a sequence for when this happens, it is called the Cart Abandonment sequence.
Your email sequence can start by sending a gentle reminder to the customer of the unfinished transaction they’ve made in your shop. The following emails can be about the benefits of using the product (they’ve abandoned) and encourage them to complete their purchase.
To make these emails more effective, consider offering a discount or incentive to nudge them towards completing their purchase. Make sure to always include the link to the product in your emails so it will be easier for them to finalize their purchase.
3. Re-engagement Email Sequence
Subscribers not opening your emails or been inactive for a while? This is what the re-engagement email sequence is for.
The purpose of this email sequence is to get them to re-engage with your content.
This sequence can also serve as an email list cleaner as you remove those who are no longer responding or engaging with your emails.
Your emails can start with a friendly and personalized touch to remind your subscribers you miss them and encourage them to re-engage. A common technique used to catch subscribers' attention is by using email subject lines that go along, such as “I miss you,” “Come back to us,” or “Where’d you go? We’re right here!”
Aside from sending email reminders, make sure to still send valuable content to the inactive subscribers even in this email sequence. You never know, if they do open an email and see your content, it may renew their interest in your brand.
4. Upsell & Cross-sell Email Sequence
Have you ever noticed how Amazon recommends products you might like based on your recent purchases? That's the power of upsell and cross-sell email sequences in action. These targeted emails reach out to existing customers who have already shown interest in your brand, making them more receptive to additional offerings.
Your emails should be segmented based on purchase history.
When someone purchases a specific product, you can tell what other products they might like, so you send them emails about those products that could help them more.
5. Sales Email Sequence
Unlike the previous email sequences, which include some nurturing, a sales email sequence's only goal is to sell.
The sequence begins with introducing the product or service and pointing out the target audience’s pain points. The first email already includes a link to the product since all emails in this sequence aim to convert. Then, it follows with emails (each featuring countdown timers to highlight urgency for this sequence usually offers discounts on the promoted offer.) explaining the benefits of the offer, answering frequently asked questions, sharing testimonials, and ending with a reminder email that highlights the deadline for any promotion or discount.
To make this email sequence more effective, ensure each email is clear and concise, uses persuasive language, and encourages the reader to make a purchase.
6. Post-Purchase Email Sequence
So your customer has successfully purchased from your shop, now what? Should you just call it a day and hope they’ll buy again or better yet, just look for new customers? No, friend. You still nurture them with a Post-Purchase email sequence. This email sequence’s purpose is to turn those one-time buyers into loyal, repeat customers and possibly, your brand’s marketer!
This sequence can start by sending an order confirmation email, thanking the customer for completing their purchase and sending them important details such as how to access the product they purchased and what to do if they encounter any issues. Emails asking for feedback and reviews about the service or product they’ve purchased are also valuable additions to this sequence.
To make this sequence effective, consider providing helpful content related to their purchase like care instructions or complementary product or service recommendations. Make sure to also continue providing valuable content and ongoing support to build rapport and trust.
Staying in touch with your audience is the key to building strong relationships, boosting brand loyalty, and ultimately reaching your conversion goals.
Email sequences are a powerful tool to automate and personalize your communication, allowing you to deliver the right message at the right time.
By strategically using different sequences, like welcome series, nurture campaigns, or sales emails, you can guide your audience through the customer journey, convert leads into loyal customers, and drive sustainable business growth.
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