If you’re looking to implement email marketing in your business, there are several things you need to have in place. Firstly, you need to have a free offering – known as a lead magnet. You then encourage opt-ins, by creating and using a landing page with an opt-in form for your free offering. Once you’ve set up your landing page to capture email addresses, you need to make an effort to stay in touch with your subscribers. And that’s where your email sequences come into play.

But if you’re new to email marketing it’s understandable that you may not know what email sequences you need. So to help make it easier for you, here’s a brief overview of the main five sequences you need to set up.

Email sequence #1: The nurture sequence

The first email in your nurture sequence is the welcome email. In this sequence, you want to thank them for opting in and introducing them to the brand. Usually, the nurture sequence is around 7 emails long, but it can be shorter. These emails all set expectations (such as what to expect now they’ve signed up and where to find your best free resources etc), and show subscribers their next steps. This could be to follow you on other platforms, join your group, or sign up for an offer.

Email sequence #2: Evergreen sequence 

For those who didn’t initially buy at the first opportunity, the evergreen sequence builds on the relationship. You want to build more trust and show yourself as the expert, so look to offer solutions, share helpful information and share testimonials and case studies to expand on social proof. You can then look to promote something and look for a sale, to move them from subscriber to buyer.

Email sequence #3: Onboarding/post-sales sequence

The email sequence helps buyers get value out of what they’ve bought and helps eliminate buyers remorse. You can show them the next steps, share information on how to get the most out of what they’ve bought and request feedback from them.

Email sequence #4: Re-engagement sequence

Usually, a re-engagement email sequence is triggered after a subscriber has been inactive for 30 days. This short (3-4 email) sequence reminds them of the value you can provide and encourages them to show they’re still interested in you, by either replying or engaging with an email. Once they do, they can be put back into an evergreen sequence. If they don’t engage, you can look to remove them from your list.

Email sequence #5: Abandon cart sequence

No more than 3 emails, the abandon cart email sequence is just that – it’s there to remind them to finish their purchase. Buyers can often get sidetracked whilst looking to buy and then leave your site. Sometimes, this may be because they’ve changed their mind, but most times it’s simply because they forgot what they were doing or got distracted. So look to jog their memory. Send an initial email around an hour after the abandoned cart. Then send one more at the 24hr stage and a final one at 48hrs.

Remember to still send broadcast emails

Finally, remember that not all emails should be automated. There are other ‘broadcast’ emails that can be sent. These include weekly newsletters, impromptu emails sharing useful links and tips, one-off offers etc.

If you’re looking to use email marketing in your business, the above email sequences are the basic ones you need in place. Not only do they help keep you relevant and visible to your subscribers, but they also help provide a better level of service too. I’d recommend you set them up within Mailerlite – as it’s the perfect solution for startup businesses.


So what are your thoughts on email sequences? Do you have yours set up – or is it something this blog has prompted you to do? Why not share your thoughts and experiences in the comments section below!

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