An email sequence is a profound email marketing strategy that takes no time to follow and is cost-effective too. Many marketers seem to neglect this effortless marketing strategy that works best to spread the company’s new policies, product launches, promotions, and offers in just a click.
Here is talking more about this fantastic yet undervalued marketing strategy.
But first, let’s break the barriers and know what exactly Email Sequencing is? So, email sequencing is a process of sending emails to all people automatically in one go. Through email sequencing, you can send out business emails to your prospective audience in specific segments at predefined intervals.
Email sequencing can be trigger-based or time-based. A trigger-based email sequence is sent when a user performs a particular action. Such actions could be:
A time-based email sequence is sent at predefined time intervals. These are also known as autoresponders. Such time intervals could be:
Now since it is clear what an email sequence is, here are some of the examples of email sequences. These will help your business out in constructing your email sequences and how.
This type of email sequence calls out to your subscribers for the very first time. It is through a nurturing email sequence you introduce your company to your subscribers.
The email content could include a video making your subscribers understand your business or a good about us context as well.
Such an email sequence is also used to send an acknowledgment of opt-in bonuses like coupon code, lead magnet, etc.
To hook your subscribers to your business after nurturing them, an engagement email sequence does the work. These emails include quick and viable CTAs that compel subscribers to indulge in your brand more.
For instance, Netflix sends recommended shows to its users with CTAs and personalized messages. These are rather emails with attractive offers and discounts which can't be ignored. However, it's important that such emails should be time-bound and should not be sent again and again even if the subscriber has responded through the email CTAs.
This makes the email sequence lose its essence, and the subscriber could get irritated with repeated emails.
After nurturing and engaging your subscribers to your brand, it's time to get some conversions out of them.
The main aim is to get the sales rolling. A conversion email sequence is a tricky part through which you make your subscribers visit your website or app and make purchases. This could be by either providing some instant discount on their purchase or providing free coins to lure users to the game and perform in-app purchases.
Now that your subscriber has purchased your product or service, don’t forget to provide them with the best after-sales services. This could be resolving their issues before they even ask for by sending them onboard emails. Such emails usually convey the best way to use the product/ service/ software. Such emails should be sent in several fixed intervals after the purchase is made.
Also, onboarding emails should include any info that can help in troubleshooting. It can also include email and phone numbers to reach out on when any assistance is needed.
This is yet another example of an Email sequence and works best to re-engage subscribers after cart abandonment.
Through this email sequence, the subscribers are reminded of products that are added to their cart and need action. This also highlights if the added products are about to get out of stock, are already at their best price, or provide similar product recommendations if they are already out of stock.
It is essential to add links, pictures, and CTAs in re-engagement emails that will take the subscriber back to their shopping cart for converting re-engagement email into conversion email.
This is like your trump card when nothing else seems to be working. No matter how many nurturing or re-engaging email sequences you send, if subscribers are not ready to engage with any of them, it's time to send out renewal email sequences.
This is not in the form of direct reward but enticing you to engage with them to avail the reward or offer. The subscribers got to earn it!
Also, renewal sequences are a form to cut down costs by not sending out emails to subscribers that are disinterested in engaging with you.
Thinking of holding an event or campaign for your business? But what good would that be without your subscribers attending it?
Thus, event sequence emails are a type of conversion or engagement email that informs them of the particular events being conducted by the brand (be it a webinar, live meetup, etc) and include the full details of the same. Such emails can also act as a pass for the event, as a follow-up to get feedback after the event, or as a reminder for the date of the event and other such trigger emails.
Lastly of the email sequence is the follow-up email sequence. These are similar to onboard sequences that are rather sent out only after the completion of some action instead of only when a new product is purchased.
Such completed action could be finishing an online course, providing a synopsis of an event or campaign, driving referrals, sharing details of the next event (if a subscriber attended the first one), and other circumstances.
This was all necessary information about the email sequence and how you can make it your next budding marketing strategy as well. One thing a marketer should always consider is that creating result-oriented email sequences takes time and doesn’t happen overnight.
But, the results are remarkable and noteworthy as it allows users to have personalized messages that are appropriate for them as per their buying journey. Do not anticipate that the email sequence will be flawless on your very first attempt. However, marketers have a good probability of reaching the desired outcomes after applying the specialized tools and analyzing the user’s requirements.
