Email sequence: How to create it [+ examples]

Reading Time: 13 minutes

Email sequences are vital components to a successful sales and marketing team. They help you nurture and convert prospects, welcome new subscribers, and build customer relationships.

Picture this: A perfectly timed welcome email lands in a new subscriber’s inbox. It’s warm, inviting, and packed with handy tips. This is followed by a stream of custom-tailored messages that walk them through product offerings and answer any questions they might have before they ask them.

Sounds great, right? And it’s not difficult to implement. 

We’ll show you how to leverage email sequences to transform casual browsers into die-hard fans, recover lost sales, promote events, and a whole lot more. Plus, we’ll share best practices to help you get the most out of your emails. 

So, what’s keeping you? Your audience is out there, eager to hear from you!

What is an email sequence?

An email sequence is a series of emails automatically sent to specific segments of people on your email list. These sequences can consist of a couple of emails, or be much longer. They will often be used to nurture leads, welcome new subscribers, promote your products, or recommend items to existing customers.

Trigger-based vs time-based email sequences

An email series can be sent based on triggers or a specific time. If an email series is trigger-based, emails are sent in response to particular behaviors, like:

• Visiting particular pages on your site
• Subscribing to your list
• Abandoning a shopping cart
• Reading or downloading content
• Making a purchase

Meanwhile, a time-based email sequence sends emails at specific time intervals, such as:

• Immediately
• 30 days after purchase
• On the anniversary of subscribing

Because these emails are automated, you just need to set them up once and then they will work for you.

How to create an email sequence?

Creating an email sequence is so simple, you can have it set up in no time. Here are the steps to follow:

1. Define clear goals

The first step is understanding exactly what you want to achieve. These goals will influence your content and the structure of your sequence. Are you trying to welcome new subscribers and nurture them to become paying customers? Do you want to persuade people who abandoned their carts to complete the checkout process? Will these emails improve a sales sequence? Define the purpose, and build the sequence from there.

2. Sign in to your Omnisend account

Log in to your Omnisend account. If you don’t have an account yet, you can join our Free plan here.

3. Navigate to Automation

Once you’re logged in, select the Automation option from the menu bar at the top of the screen. This is where you can create and manage your automated workflows.

4. Create a new workflow

Click on the Create workflow button to start building your automated workflow. This will open a new page where you can choose the type of automation you want to create.

5. Choose the preset for your automation

Omnisend provides various presets for different types of automation. To create an email sequence, filter Channels → Email & SMS. 

6. Set up triggers

Triggers are specific customer behaviors that initiate the automation. For example, a trigger could be when a customer makes a purchase or signs up for your newsletter. You can change the following settings in the trigger block:

• Triggers and trigger filter
• Audience filter
• Exit conditions
• Frequency

7. Customize your workflow

After setting up the triggers, you can further customize your workflow based on audience filters or exit conditions. Audience filters allow you to target specific segments of your audience, while exit conditions determine when a customer should stop receiving the emails.

8. Edit your email’s content

Now it’s time to add the content of your emails. This includes the main body of the email, the subject line, and the preheader. If you’re offering a discount or promotion, make sure to include the details in the email content. Add images, text, buttons, and other elements as needed.

9. Set timing and conditions

Once you’ve designed your email, you need to schedule when it should be sent by clicking on the clock icon next to the email. Specify the delay for how long after the trigger event the email will be sent.

You can also set conditional splits to divide your audience according to their behavior and actions.

10. Review your workflow

Once you’ve added all your emails, review the entire workflow to ensure everything is set up properly. Double-check to make sure the triggers, timing, and conditions are all correct.

11. Activate your workflow

When you’re satisfied, click on the Activate workflow button. Your sequence will now be live, and your messages will be sent based on the triggers and conditions you’ve set.

12. Monitor and optimize

Once your workflow is live, it’s crucial to monitor its performance. Select the Automation button to see analytics on open rates, click rates, and conversions. You can use this data to make any necessary adjustments and optimize your sequence for better performance.

By following these steps, you can create a powerful and effective sequence using Omnisend automation. 

Email sequence examples

There’s no single way to write an email sequence. You can send one email or a dozen, gently introducing your brand or promoting your products from the beginning. Your email sequences can have different objectives and different audiences.

So let’s take a look at eight examples of different email sequences for you to take inspiration from:

Onboarding email sequence

Imagine having a buddy to guide you through the initial stages of using a new product or service. That’s what an onboarding email sequence does for your new subscribers or customers, ensuring they feel supported and informed. Feeling supported can help them feel an affinity for your brand, creating a strong bond between you and your subscribers from the start.

To create an email sequence that effectively onboards customers, consider the following points:

• Trigger: When an account is created or a product is bought
• Number of messages: five to seven messages
• Timing: Send the first one right away, spread the rest over two to three weeks
• Content: A friendly welcome, product guides, cool features, and customer success stories
• CTAs: Finish setup, check out features, and book a demo

Let’s look at some real-life examples:

• Ecommerce: Give tips on how to use, style ideas, and care advice
• B2B software: Show how features work, share case studies, and help with integration
• Online courses: Intro course parts, share study tips, and encourage community involvement

Renewal email sequence

Ready for the secret to keeping your loyal customers engaged and boosting your repeat sales? Say hello to the power of a renewal email sequence! It’s that friendly nudge that reminds customers when it’s time to renew their subscription or restock their favorite merchandise.

We’re talking a heads-up about an upcoming renewal, a quick refresher on all the fantastic benefits they’re enjoying, and even a few special rewards as a thank-you for their loyalty. It’s clear, concise, and packed with value — plus, it’s the key to keeping your customers coming back for more!

Here’s a guide to creating this campaign:

• Trigger: When a subscription is ending soon or it’s time to buy again
• Number of messages: three to five messages
• Timing: Start a couple of weeks before renewal and send more as the date gets closer
• Content: Renewal reminders, benefit refreshers, new feature news, and loyalty perks
• CTAs: Renew now, upgrade their plan, and schedule an account checkup

This campaign can be effective for a variety of business models. Here are a few examples:

• Subscription boxes: Tease upcoming items, offer multi-month discounts
• SaaS: Show usage stats, intro improvements, reward loyalty with upgrades
• Membership organizations: Recap yearly perks, preview upcoming events, and give early renewal bonuses

Abandoned cart email sequence

Did you know that 70.19% of online shopping carts are abandoned? That’s a lot of missed opportunities. An abandoned cart email sequence can help you recover those potential sales by reminding customers about their forgotten items.

Here’s a guide to help you make this type of email sequence work:

• Trigger: When a shopper leaves their cart
• Number of messages: Three to five messages
• Timing: First message within an hour hours; others sent over three to seven days
• Content: Courteous cart reminders, product highlights, outstanding reviews, limited-time deals
• CTAs: “Return to cart,” “Finish purchase,” “Need help?”

Here are some usage examples:

• Ecommerce: Offer free shipping, show related items, let happy customers talk
• Travel industry: Talk about dream spots, offer upgrades, hint at few spaces left
• B2B services: Answer worries, give expert chats, showcase success stories

Re-engagement email sequence

A re-engagement campaign is similar to sending a “Hey, remember us?” message to subscribers or customers who haven’t been around in a while.

This type of email sequence usually begins with a friendly greeting, includes enticing offers, and gives subscribers the opportunity to update their preferences.

To create effective reaction emails, consider the following guidelines:

• Trigger: No activity for three to six months
• Number of messages: Three to five messages
• Timing: Sent over two to three weeks
• Content: Heartfelt “we miss you,” updates, special deals, preference update link
• CTAs: “Update preferences,” “See what’s new,” “Get your offer”

Here are some re-engagement email sequence examples:

• Ecommerce: Show new products, offer personal discounts, point out bestsellers
• B2B: Share industry news, offer free consults, show client wins
• Media/content: Give content recaps, show new features, and ask for feedback

Improved sales email sequence

This type of email sequence is like having a top salesperson working all the time in your inbox. It’s about turning prospects into loyal fans through a series of emails that build trust, increase conversions, and create lasting business relationships.

Here are the key steps to crafting an effective sales email sequence:

• Trigger: Interest shown or specific action taken
• Number of messages: five to seven messages
• Timing: Sent over two to three weeks
• Content: Friendly introduction, problem-solving explanation, social proof, FAQ answers, limited-time deals
• CTAs: “Watch demo,” “Start free trial,” “Book a call”

This strategy can be applied across various sectors:

• Ecommerce: Highlight product benefits, showcase customer success stories, and provide limited-time promotions
• B2B services: Offer customized solutions, provide ROI calculators, and extend invitations to informative webinars
• Software: Emphasize unique features, offer guided tours, and share user success stories

Nurture email sequence

An email nurture sequence is a compelling way to build solid relationships with potential customers. Why let them drift away when you can guide them towards making a purchase?

By blending educational content, insights, and subtle product mentions, your brand stays top-of-mind. And guess what? You’ll be able to identify the leads most interested in what you have to offer. Doesn’t that sound like a winning strategy?

Here are the steps you can take to make a successful lead-nurturing email sequence:

• Trigger: When people subscribe to your communications or get your content
• Number of messages: Six to 10 messages
• Schedule: Sent over four to eight weeks
• Content: Helpful articles, industry news, guides, and soft product references
• Goals: More reading, resource downloads, or conversation requests

Here are a few ways to apply this email sequence:

• Fashion and lifestyle companies: Provide style advice, care instructions, and brand stories
• B2B businesses: Offer industry reports, webinar invitations, and expert opinions
• Schools and colleges: Share study tips, job advice, and student success examples

Event email sequence

Got a big event coming up and need the world to know? Digital event campaigns are your best bet. They’re like your personal hype squad, keeping the buzz alive before, during, and even after the event. These emails work great for save-the-dates, event details, timely reminders, and follow-ups.

Here’s how you build this type of email sequence:

• Trigger: When the event is announced or registration opens
• Number of messages: Four to six messages
• Schedule: Begin four to six weeks before the event, sending more often closer to the date
• Content: Previews, schedule highlights, presenter profiles, and event info
• Goals: Registrations, calendar additions, or friend invites

Here’s a look at some event email sequence examples:

• Online retailers: Product launches, special offers, or influencer appearances
• B2B companies: Industry trade shows, webinar programs, or client appreciation events
• Non-profits: Fundraising drives, cause campaigns, or volunteer signups

Welcome email sequence

A welcome email sequence is like a friendly handshake to new subscribers, giving you a chance to impress, explain what to expect, and turn curious folks into loyal fans.

Here’s how to build this type of email sequence:

• Trigger: When someone joins your list or makes an account
• Number of Messages: Three to five messages
• Timing: Send the first one immediately, followed by subsequent emails every two to three days
• Content: Start with a warm hello, share your story, highlight your best products, provide how-to guides, and offer special deals
• CTAs: Encourage them to buy, fill out their profile, or follow you on social media

Here’s a look at some usage examples:

• Ecommerce: Showcase product types and best-sellers and give a newbie discount
• SaaS: Assist with setup, highlight unique features, and invite them to a demo
• Content creators: Share top content, explain community perks, and encourage joining

Email sequence best practices

Crafting an irresistible email sequence is no small feat. It starts with having a crystal-clear goal and knowing your audience inside and out. 

Be strategic with your automation, and make sure your messages are optimized for those handy mobile devices. 

How long should an email sequence be? Generally, around three to eight messages that are sent over a few weeks. The ideal number of messages depends on your goals and target audience, so it’s important to experiment with different lengths to determine what resonates with your subscribers.

Let’s take a look at some sequence best practices:

1. Segment your audience

Break your audience into smaller groups and use what you know about them to tailor your messages to each segment. This helps your content connect with each group. 

2. Provide value

What do you need for a high-impact message series? A mix of deals and helpful content. Include news about your industry, tips from experts, and special offers. This demonstrates what you know, emphasizing your credibility and building trust. You become the place people go for great advice and exciting chances. Your subscribers will look forward to your communications.

3. Utilize automation

Take advantage of email automation to make your process easier. Smart systems can figure out the best times to send messages so more people open them. This allows you to focus on creating great content. 

4. Optimize for mobile

Many people check their messages on their phones, so it’s important that your communications are readable on small screens. Keep the layouts simple and use easily tappable buttons to attract more readers. 

Think about it. A messy message on a tiny screen is like trying to read a book through a small hole. It’s annoying and doesn’t work well. When keeping your design simple, you’re not just making it aesthetically pleasing. You’re removing elements that prevent your subscribers from focusing on your message.

It’s not only about appearance. It’s also about functionality and user experience. When your communications are easy to use on phones, it’s like rolling out a red carpet for your readers — you’re inviting them to read your content without having to pinch, zoom, or squint.

5. Encourage engagement

To ensure effective message marketing, be clear about the desired action in each message, use prominent buttons, and provide clear instructions.

Think of your communication as a map, providing clear directions and guiding your readers to the desired outcome. This approach not only increases the likelihood of audience engagement but also enhances their experience with your brand. Remember, confusion leads to missed opportunities.

6. Monitor key metrics

Are your emails hitting the mark? Open rates, click-throughs, and conversions are the pulse of your campaign, giving you real-time feedback.

• How captivating are your subject lines? Open rates will tell you
• Is your audience hooked on your content? Click-throughs will show
• Are you delivering what your audience wants? Conversions won’t lie

7. Personalize content

Write messages that speak directly to each recipient. Think about what they like and need. When your communications show you know them, people pay attention. They’re more inclined to take the next step. If you want results, it’s time to start personalizing your emails

8. Test and optimize

Experiment with various elements, such as modifying subject lines and send times. Closely monitor the performance metrics to identify the most effective strategies. Use what you learn to improve your automated message series. 

9. Keep it concise

The benefits are evident with electronic messages. Stick to one main idea each time. When you use accessible language, readers are more likely to grasp what to do next. 

10. Maintain brand consistency

Maintaining consistency across your emails, website, and other content builds brand recognition and trust among your audience. It matters a lot — not only to readers but for your brand’s identity.

11. Include social proof

Ever thought about the power of a real-life story? That’s what customer testimonials bring to your email sequence. They’re not just stories but solid evidence of your product’s brilliance.

Here’s a fact that might surprise you: a whopping 75% of shoppers scour online reviews before making a purchase. So, by weaving these customer experiences into your messages, you’re not just selling — you’re building a sturdy foundation of trust. 

12. Build trust gradually

Prioritize building relationships with your audience before trying to turn them into customers. Give before you ask. Share your knowledge and help them.

Taking this slow and steady approach works wonders. Concentrate on forming connections, not just making sales. Over time, your audience will be informed and enthusiastic about what you have to offer them.

Best email sequence software and tools

Email sequence software takes your digital communication to the next level with smart automation and personalization. These email sequence tools help you create, manage, and refine your automated email sequence, making your lead generation and sales processes more effective.

Wondering how to make your marketing efforts more effective? Check out these powerful tools:

1. Omnisend

Omnisend is a user-friendly platform that makes creating and launching automated message series a breeze. You can easily build workflows with its drag-and-drop builder and pre-made templates.

Key features of Omnisend for automated message series include:

• Detailed segmentation and personalization to reach your target audience
• Real-time analytics and reporting to track your sequence’s success
• One-click integration with popular ecommerce platforms to keep everything in one place
• Comprehensive and pre-built automation workflows to save you time and effort
• Custom email campaigns that showcase your brand’s style

2. Mailchimp

Mailchimp provides autoresponder messages for all types of businesses. It features user-friendly interfaces, a wide range of templates, and various data options.

However, keep in mind that costs can add up for large email lists, and basic plans may not include all the automation features you require.

Here are some of Mailchimp’s best features:

• A/B testing to make your initiatives better
• Tools to sort your audience into groups
• Flexible email autoresponders that align with your needs

3. Drip

This messaging automation software excels at email automation for online stores. It tracks customer behavior and provides insights to help platforms send targeted messages. Also, it works seamlessly with online shopping platforms, allowing stores to create customized messages for different shopper segments.

However, mastering its intricacies may be challenging, and its cost could be a barrier for smaller businesses.

The platform’s most powerful capabilities include:

• Ability to craft intricate message sequences to send personalized and engaging communications
• It integrates with ecommerce platforms to tailor emails
• It utilizes visual tools to effortlessly construct an email series so you can focus on the content

Summary

Developing an effective and targeted email sequence is crucial for engaging and converting your audience. Whether you’re looking to nurture leads, promote products, or provide valuable information, an automated email sequence can work wonders for your business.

By understanding your audience’s needs and setting clear goals, you can create a powerful email sequence that resonates with your subscribers and drives action.

If you’re ready to take the next step in leveraging email sequences to transform your audience into loyal customers, sign up for Omnisend today.