Examples, & Find out how to Set Them Up

E-mail sequences are one of many best methods to remain in contact and interact prospects with out having to jot down each message from scratch. 

Attempting to welcome new prospects, nurture leads, or re-engage inactive subscribers? Sequences assist you attain your target market by sending well timed and related content material.

On this information, you’ll discover:

A breakdown of e mail sequences and why they’re helpful in your e mail advertising and marketing technique

Six several types of e mail sequence examples

A step-by-step walkthrough for organising your first e mail sequence

Ideas and greatest practices to assist your emails really feel well timed, related, and price opening

Let’s get into it.

What’s an automatic e mail sequence?

E-mail sequences, additionally known as drip campaigns, are a sequence of automated emails which are despatched to a subscriber over a specified interval. E-mail sequences are a sort of e mail advertising and marketing automation technique.

Every e mail within the sequence has a particular function, and you may determine what number of emails you need to add to the sequence and once you need to ship them.

These emails are normally triggered by a sure motion (like somebody signing up for a e-newsletter, downloading a freebie, or making a purchase order), and so they’re designed to information your recipient in direction of a selected objective.

That objective might be something: welcoming a brand new buyer, inviting them to finish a purchase order, or re-engaging with somebody who’s gone quiet.

The vital factor is that when the sequence begins, the messages are despatched robotically, with out you having to manually comply with up. Due to this, automated e mail sequences provide three main advantages:

They prevent time. You write the emails as soon as, and the remainder is finished robotically.

They’re well timed. Every message is shipped on the proper second, not simply everytime you bear in mind to ship it.

They’re focused. You’ll be able to ship totally different emails relying on what somebody clicked, seen, or purchased.

Right here’s an instance of an e mail sequence. Let’s say somebody indicators up in your e-newsletter, and so they get a welcome e mail instantly. A few days later, you ship a follow-up e mail with a particular discounted provide to maintain them engaged. In the event that they click on the provide, they get extra particulars or a subsequent step. If not, you ship a delicate reminder or attempt a special incentive. 

Varieties of e mail sequences (with examples)

E-mail sequences serve totally different functions relying on how they’re positioned in a buyer’s journey. Beneath, we’ve lined some widespread forms of e mail sequences, with real-life examples of how every one works.

1. Chilly e mail sequence

A chilly e mail sequence is a set of emails you ship to somebody who hasn’t interacted with what you are promoting earlier than.

It’s a method to attain out, introduce your self, and see if there’s a attainable match, however with out being pushy.

These emails are nice in your model’s outreach efforts, particularly in B2B settings. They assist you join with individuals who would possibly profit from what you provide however don’t find out about you but.

The preliminary e mail you ship must be brief and to the purpose. Deal with who you might be, why you’re reaching out, and the way you would possibly be capable of assist.

Bear in mind, the objective is to start out a dialog, not essentially make a sale instantly. 

When you don’t hear again, ship a follow-up e mail. You’ll be able to share a useful resource, reply a typical query, or simply examine in politely. 

Take a look at this opening e mail instance from Hey Broadband: 

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This e mail may very well be extra private, however the “Hey, Streamer” line is a fascinating, pleasant hook. It shortly introduces the model and highlights its distinctive promoting factors, and the visible package deal breakdown makes it simple for the reader to match choices.

2. Welcome e mail sequence

A welcome e mail sequence is the primary set of emails an individual will get after signing up in your checklist. It’s your probability to say hiya, set expectations, and provides them a motive to remain linked.

welcome e mail sequence begins with a brief, pleasant e mail that thanks them for signing up and briefly introduces what you are promoting.

You would possibly comply with that up with a number of extra emails over the following few days, sharing what what you are promoting is about, how one can assist, or a useful useful resource or low cost. 

Notice that your welcome e mail sequence shouldn’t be too lengthy or sophisticated. The objective isn’t to instantly make a sale; it’s extra about creating a superb first impression and giving your subscribers a motive to maintain opening your emails.

Check out this enjoyable welcome e mail sequence by Bubble Skincare:

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This e mail utterly nails the primary impression. It’s vivid, pleasant, and will get straight to the purpose. There’s no onerous promote; only a heat hiya and a fast peek at their most-loved merchandise.

Plus, they do an awesome job of branding with the reminder that they’re all about group, clear skincare, and good vibes (plus, they’re vegan and cruelty-free). 

3. Lead-nurturing e mail sequence

Lead-nurturing emails are normally despatched to individuals who might need taken actions like signing up for a free useful resource, downloading a information, or attending a webinar, however will not be fairly prepared to purchase but.

These sequences assist individuals get to know your model higher and may slowly nurture them in direction of changing into paying prospects. 

A lead-nurturing sequence normally entails emails highlighting useful, related content material over time. This generally is a few ideas, how-to articles, tutorials, or product guides; something that helps construct belief and reminds the recipient of your model. As they click on, learn, or reply, you possibly can guarantee future emails match their wants extra intently.

This sort of sequence works particularly effectively for B2B advertising and marketing or anybody promoting a high-ticket product that requires cautious consideration earlier than shopping for.

Take a look at this instance by Readymag: 

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It is a nice instance of lead nurturing achieved proper. The e-mail is clear, helpful, and full of useful details about shortcuts, undertaking highlights, and how-to content material, all with out being too pushy. It helps interact the recipient whereas subtly exhibiting off what Readymag can do. 

4. Onboarding sequence

An onboarding e mail sequence helps new customers get began together with your services or products, contributing to excessive buyer retention and a superb expertise.

Whereas welcome emails introduce your model, onboarding e mail sequences information individuals by means of what to do subsequent.

These emails are particularly helpful if somebody has signed up for a free trial, created an account, or made their first buy. Your objective is to assist them attain that “aha” second, the place they perceive how your product works and the way it’s helpful to them.

For a superb onboarding sequence, begin with a easy e mail thanking new customers for becoming a member of and exhibiting them find out how to get began. One thing like this:

After that, you possibly can ship ideas, walkthroughs, or useful content material to spotlight key options and encourage them to take the following step. The following step might be utilizing a device, exploring your merchandise, or finishing a profile. 

Every message you ship ought to deal with lowering confusion and offering useful info. It’s additionally a good suggestion to incorporate some social proof, like buyer testimonials or success tales, to reassure your recipients that they’re in the fitting place.

Right here’s an instance of an onboarding e mail sequence: 

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This onboarding e mail by Ellevest is evident, partaking, and full of useful subsequent steps. From billing particulars to account setup ideas, every thing is specified by a easy, organized approach that makes it simple to get began.

5. Deserted cart e mail sequence

Individuals abandon carts for a lot of causes. Perhaps they had been evaluating costs, saved the acquisition for later, bought busy, or simply forgot.

An deserted cart e mail is your probability to deliver the shopper again and assist them full their buy. 

For the preliminary e mail within the sequence, ship a easy reminder that the recipient left one thing behind.

If there’s no response, comply with up on the earlier e mail by providing a small incentive. This may very well be free delivery, a reduction, or a limited-time provide. 

Deserted cart emails work greatest once you embody the precise product picture, title, and value of the objects within the cart, so the recipient can immediately bear in mind what they preferred. And if luck has it and so they merely forgot to finish their buy the primary time spherical, they’ll click on proper by means of to cart once more. 

Additional on within the sequence, you can even embody a product suggestion part to extend their curiosity, or a countdown timer to create some urgency and a bit of further motivation.

Watch out to not stress the recipient, although. The objective is to assist them choose up the place they left off, not annoy them with a pushy gross sales pitch. 

Take a look at this deserted cart e mail sequence by Brew Tea Co: 

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Brew Tea Co retains it clear, pleasant, and straight to the purpose. The topic is evident — they saved some tea — and the e-mail gently reminds the recipient what they left behind with a product photograph and a fast method to checkout.

Plus, they throw in some perks like free delivery, loyalty rewards, and a refer-a-friend provide with out making it really feel pushy. 

6. Re-engagement e mail sequence

Generally, subscribers or prospects go quiet. A re-engagement e mail sequence helps you examine in with this crowd and remind them what they’re lacking. 

Ship these emails to subscribers who haven’t opened your emails or made a purchase order shortly (which is normally 30 days when you ship a whole lot of emails each month).

Begin off the primary e mail with a pleasant message that claims, “We miss you”. It is a easy, sincere method to re-engage with an previous buyer with out leaping straight right into a promotion. 

From there, you possibly can comply with up with a small incentive, like an unique provide or low cost. You can too use this second to spotlight what’s new with what you are promoting. It may be contemporary content material, up to date options, or newly launched merchandise, giving the subscriber a motive to return again. 

Re-engagement sequences will also be a good way to maintain your mailing checklist wholesome and improve your total gross sales course of. If sure recipients select to unsubscribe, this generally is a method to focus extra on the people who find themselves energetic and nonetheless need to hear from you.

Right here’s an exquisite re-engagement e mail instance from Belgian Boys:

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Belgian Boys hit the nail on the pinnacle with their playful, heat tone and a humble acceptance that the recipient would possibly’ve drifted away.

Additionally they make it simple to return again with a direct name to motion, and clear hyperlinks to their store and bundles to attempt to re-engage inactive subscribers.

Find out how to create e mail sequences with GetResponse e mail templates

Able to create your first e mail sequence? Right here’s find out how to do it with GetResponse’s e mail sequence software program:

1. Start by logging into your GetResponse account. When you don’t have one, join a free trial. 

2. As soon as logged in, go to the Instruments menu and choose Automation. 

3. From there, click on on Create Workflow. 

4. Subsequent, you’ll see a web page with GetResponse’s templates. GetResponse affords ready-made templates for widespread sequences like welcome, cart abandonment, and lead nurturing. 

You’ll be able to select a template to save lots of time, or click on “Construct from Scratch” if you’d like full management over your sequence. For the aim of this tutorial, we’ll use the “welcome new contacts” e mail sequence template. 

5. You’ll now be taken into the workflow area. 

6. The very first thing it is advisable do is ready your situation or “set off”. For a welcome sequence, that is already achieved for you; the situation is that you simply’ve bought a brand new subscriber. 

You’ll be able to modify the situation from the Properties tab, resembling which checklist, subscription methodology, or kind it applies to. 

7. Subsequent, customise the message you’ll ship. You should utilize an current e mail or create a brand new one. Merely click on “Create new message” and use GetResponse’s current e mail templates to design a killer e mail. 

8. Subsequent, you’ll set the time situation or “delay”. That is the place you select the interval after which the follow-up e mail must be despatched. 

9. Subsequent, arrange the message to ship after your designated delay time. You’ll be able to repeat this step a number of instances when you’d like so as to add extra delayed emails to your welcome sequence. 

10. Now, it’s time to assign a tag to your new subscriber. Within the Properties panel, select or create a tag like “new-subscriber” or “welcome-sequence-started.” This helps you phase your viewers later primarily based on whether or not they’ve accomplished the welcome sequence and keep away from sending duplicate sequences to somebody who’s already obtained them. 

11. You’ll be able to proceed customizing your workflow. From the aspect panel, you possibly can drag in additional parts, resembling tagging contacts, monitoring hyperlink clicks, checking if an e mail was opened, or organising actions primarily based on purchases or visited pages. You’re free to make your sequence as advanced or so simple as you’d like. 

12. Subsequent, click on on the gear wheel “Settings” icon within the high proper nook. Underneath Begin Workflow, select whether or not you need the sequence to start instantly, on a particular date, or manually.

13. On the high of the web page, click on “Save and exit” to save lots of your draft. You’ll be able to come again and edit it anytime earlier than publishing.

14. When you’re able to go reside, click on the blue “Publish” button on the high proper of the display screen. Your sequence will begin primarily based on the set off and begin time you’ve set.

Congratulations! You’ve simply made your very first e mail sequence with GetResponse. 

Greatest practices to comply with in an e mail sequence

Organising an e mail sequence is simply the beginning. To ensure your emails truly get opened (and acted on), it helps to comply with a number of tried and examined greatest practices. 

Create a constant sending schedule

Your e mail schedule ought to have a constant, common tempo; not too usually, and never too hardly ever.

A predictable schedule is sweet for letting your subscribers know what to anticipate, which builds belief and makes them extra prone to convert into loyal prospects.

For instance, when you’re onboarding new subscribers and promise to ship a each day 10 AM e mail, make certain to do that constantly.

Or, when you’re sending out a welcome sequence, you might ship the primary e mail instantly, the following one two days later, and a 3rd a number of days after that.

The objective is to discover a pacing that is smart in your viewers and keep on with it. In case your emails solely present up as soon as in two months, or flood inboxes for per week straight, individuals are extra prone to skip them, or worse, unsubscribe. 

Automate it

Writing emails is step one. The following half is sending them out. When you’re aiming to ship a whole lot of emails without delay, doing them manually is an entire no-go. That is the place e mail advertising and marketing automation software program like GetResponse is available in.

As we noticed above, GetResponse lets you automate e mail sequences by triggering emails primarily based on time (like “two days after signup”) and consumer habits (like “clicked a hyperlink” or “left an merchandise in cart”). 

For instance, if somebody indicators up for a free trial, you possibly can arrange a schedule in order that they obtain an computerized welcome message, adopted by utilization ideas over the following few days with no guide follow-up wanted. 

E-mail advertising and marketing automation saves time, reduces guide errors, and ensures you ship the fitting messages on the proper second. Use it.

Create customized e mail sequences

Everybody is aware of personalization is vital for sending emails that generate motion. However personalization goes past simply utilizing the recipient’s first title. 

When your emails mirror what the recipient is definitely considering, they really feel extra related and fewer like generic, pushy advertising and marketing. 

Take into consideration what the particular person has achieved. Did they add one thing to the cart? Or go to a particular web page? Primarily based on this, you possibly can:

Reference the precise services or products they seen

Advocate content material primarily based on their habits (e.g., weblog posts, movies, or FAQs)

Use mail merge to say location, trade, or different particulars you’ve collected

Even small private touches (like suggesting the following greatest step primarily based on their final exercise) assist you obtain increased open charges, extra clicks, and an engaged subscriber base. 

Use partaking e mail topic strains and powerful calls to motion

The topic line is what will get your e mail campaigns opened. The decision to motion (CTA) is what will get readers to take the following step. Each must be clear, sturdy, and purposeful.

topic line is brief, particular, and piques the reader’s curiosity. For instance, as an alternative of writing a generic “Examine this out,” you can say “Nonetheless considering it over? Right here’s 10% off” or “Your information to getting began is inside.”

For CTAs, bear in mind to be clear and direct. Use easy language like “Begin your free trial,” “Watch the demo,” or “See what’s new.”

You don’t need to embody too many CTAs in a single e mail, and hold the deal with one primary motion you need the reader to take.

Additionally, make certain your buttons and hyperlinks are mobile-friendly. An enormous a part of your recipient base will likely be studying your messages on their telephones.

When you aren’t positive what works, make use of A/B testing to check out totally different topic strains, CTAs, layouts, and ship instances to see what will get the most effective response.

Construct your first e mail sequence with GetResponse at the moment

That’s it for the fundamentals of constructing nice e mail advertising and marketing sequences, ones that truly get learn and provide you with outcomes. It doesn’t matter what form of e mail you’re sending, a bit of planning (and a little bit of automation) goes a great distance.

Able to get began? Create an e mail sequence with GetResponse, discover our pre-made e mail templates, and use the detailed e mail analytics to run profitable sequences.