7 email sequence examples
Now that you understand what email sequencing is and how this strategy works, you can start considering how to use it in your overarching email marketing strategy. Here are a few ideas to get you started:
Abandoned cart email sequence
The abandoned cart email sequence is popular for e-commerce businesses because they increase sales. Your customers may be excited to purchase items from your online store, but life can be distracting.
People add items to their carts and forget about them or stop the checkout process for any reason, ranging from researching better prices with the competition to saving the items for purchase at a later time.
Whatever the case, items added to the cart can easily be forgotten, and it’s up to you to remind customers they have great products waiting for them. An abandoned cart email sequence will involve a few separate emails.
The first one might simply remind the customer that they have items waiting. Then, after a certain period, if the customer doesn’t take action by finishing the checkout process, you may send them a second that offers them a discount for coming back.
Your abandoned cart email can show the products left in the cart, their prices, and any price drops you’re offering if they complete checkout within a certain timeframe. Additionally, if you add a countdown to your email, you can make customers feel like they need to act immediately, drastically increasing your sales.
Welcome email sequence
A welcome sequence allows you to communicate directly with new subscribers. This is your first impression email, allowing you to introduce your business and its products and services.
Your welcome emails should be a positive experience, but it shouldn’t be particularly long. Instead, you can inform your audience about the next steps or simply welcome them to the community.
If you run an e-commerce business, you may even send them a discount in exchange for their personal information.
Re-engagement email sequence
A re-engagement email sequence allows you to push your products and attract customers back to your website.
For example, if you haven’t heard from customers in a while or they haven’t made any recent purchases, you can send them an email to remind them about your great product and service offerings.
All industries, including B2B and e-commerce businesses, can benefit from re-engagement emails. For example, an e-commerce company would send a re-engagement email offering a discount to customers who haven’t made a purchase in a few months.
Meanwhile, a B2B business could send emails to prospects who haven’t opened or responded to their sales emails for a while.
Upsell & cross-sell email sequence
Upselling and cross-selling are crucial to any D2C or B2C business. When you know what customers like to purchase, you can market similar, more expensive products to them. With email sequencing, you can upsell and cross-sell to customers who have made a recent purchase.
Of course, these emails don’t have to be too salesy either; instead, you can send them product recommendations based on past purchases, with an image of the product, price, and key benefits and features.
Lead nurturing email sequence
A lead nurturing email sequence allows you to effectively target your audience based on where they are in the customer journey and lead them down a specific conversion path.
Lead nurturing marketing sequences allow you to convert leads into paying customers with the help of automation. The nurture sequence can begin with a welcome email that provides more information about the business and become more specific to the customer and their needs the more you learn about them.
Lead nurturing email sequences are beneficial for B2B businesses that must build relationships with their customers before they’ll commit to a purchase. Instead of having salespeople continuously call customers, email automation can be used to send prospects the right messages at the right time.
Onboarding email sequence
Customer onboarding email sequences take the welcome email sequence to the next level. With onboarding, you can let your customers understand more about your business and its products and services.
An onboarding email sequence should start with a welcome email after someone gives you their personal information. Then, you can discuss the next steps, which may include setting up accounts, what to expect from your business, and how you plan to communicate going forward.
In the following emails, you’ll discuss more next steps and send emails for actions users have taken, such as verifying their email, making a purchase, or filling out a contact form.
In the final emails, you can send testimonials to compel them to take action. For example, if you’re an e-commerce company, you can send them testimonials from real customers to entice them to purchase your products.
Feedback email sequence
Feedback email sequences allow you to collect customer reviews and feedback to improve all aspects of your business. For example, you can use your feedback to improve customer service, marketing strategies, and products.
In addition, the reviews you collect can be used on your website to encourage sales from new customers. Unfortunately, not every customer you have wants to take the time to share feedback with your business, especially if you don’t make the process as simple as possible.
A feedback email sequence can consist of two or more emails that ask for product, service, customer service, or general feedback about your business. You can make the process easier by allowing them to respond directly to the email or by clicking a star rating on your website.
If customers don’t respond to your initial email, you can wait a few days and send them another email, which may include incentives and offers in exchange for reviews.
Of course, you shouldn’t bribe them to give you a positive review, but you can give them discounts for sharing honest feedback with your business.
If your customers don’t respond after this, it’s usually best to let it go and not send them too many emails because it can quickly lead to unsubscriptions. However, if a customer does provide you with feedback, you can send them an appreciation email with the promised incentive or deal.