What is an email sequence?
An email sequence, also called an email series, is a set of automated emails sent according to a specific schedule after a person subscribes or performs a certain action. By breaking the message into multiple emails, the email sequence helps you build a long conversation with your customers.
Is an email sequence similar to a drip campaign?
Although email sequences and drip campaigns have similar goals, they differ in execution methods. An email sequence consists of a series of automated emails, while a drip campaign may include multiple communication channels such as email, SMS, push notifications, and social media. However, both are used to create a continuous experience for recipients by sending messages at the right time with appropriate language and context.
Benefits of using an email sequence
Email sequences offer many important benefits for email marketing. Here are some key advantages:
- Automate marketing: With email sequences, you can automate the email sending process, saving time and effort.
- Increase interaction: By sending messages in a series, you can continuously interact with your customers and maintain their interest over time.
- Create targeted keywords: Each email in the series can focus on a specific keyword, helping generate targeted traffic and increase conversion rates.
- Build relationships: By sending emails in a sequence, you can develop an interactive relationship and build trust with your customers.
7 examples of email sequences
Abandoned cart follow-up email sequence
A common example of an email sequence is the abandoned cart follow-up series. When a user adds a product to their cart but does not complete the purchase, the abandoned cart follow-up sequence automatically sends reminders about their cart and suggests completing the purchase.
Welcome email sequence
A welcome email sequence is used to greet and introduce new customers to your brand. This series may include a welcome message, information about your products and services, and an invitation for customers to explore more about you.
Re-engagement reminder email sequence
When customers do not interact with your brand for a long time, a re-engagement reminder email sequence can be sent to regain their attention. This series may include new content suggestions, special offers, or invitations to participate in events or promotions.
Upsell & cross-sell email sequence
An upsell and cross-sell email sequence is used to suggest additional or related products or services to current customers. This series may include similar products, accessories, or upgrade packages to enhance the customer experience.
Lead nurturing email sequence
A lead nurturing email sequence helps you build relationships and continuously interact with potential customers. This series can provide value through shared content, product and service information, and invitations to participate in your other activities.
User onboarding email sequence
For complex products or services, a user onboarding email sequence can support customers during the start and use of your product. This series may share instructions, guides, tutorial videos, and technical support to help customers have the best experience.
Feedback collection email sequence
Collecting customer feedback is very important to improve satisfaction rates and service quality. A feedback collection email sequence can be sent to customers after they have used your product or service within a certain timeframe. This series may include survey questions, rating requests, or invitations for customers to provide direct feedback to you.
7 best principles for using email sequences
Set specific goals
Before creating an email sequence, set specific goals for each series. Clearly define what you want to achieve from each email and the entire series. For example: it could be generating traffic, increase sales or building trust with customers.
Identify triggers
Identify triggers to start each email series. Triggers can be customer actions such as subscribing, purchasing, abandoning a cart, or not interacting within a certain period.
Organize email structure
To ensure each email in the sequence achieves its goal, organize the email structure logically. Try to keep the email content arranged in a logical, easy-to-understand, and engaging way so customers continue reading.
Send relevant content
Make sure the content of each email in the sequence relates to the theme and message of the sequence. This helps expand interest and create a deeper connection with customers.
Write compelling subject lines
The email subject line is an important factor in convincing customers to open and read your email. Write an attractive subject line that sparks curiosity and reflects the main content of the email.
Include a call to action (CTA)
Each email in the sequence should have a clear call to action. Let customers know what action you want them to take, such as viewing a product, making a purchase, or subscribing to a newsletter.
Test everything
Testing is an important factor to improve the performance of an email sequence. Test each part of the email such as the subject line, content, and CTA to find the most effective elements for your sequence.
Email marketing is still considered important
Although there are many different online marketing methods, email marketing is still considered an important part of every business's marketing strategy. By using email sequences, you can increase interaction with customers., improve conversion rates, and build strong relationships. Start taking advantage of the benefits of email sequences and apply the best principles to achieve optimal results for your email campaign.
