Setting up email sequences is a sure-fire way to supercharge your email marketing. Not only does it automate a time-consuming process, but it also gives your campaigns a better chance of converting.
What is an Email Sequence?
An email sequence is a series of emails sent automatically to your contact list, or parts of it. They can be set up to be triggered or sent at certain times.
Trigger-based emails are set up to send when certain actions are performed by your audience, such as subscribing to your email list, abandoning their shopping cart, performing certain browsing behavior, or making a purchase.
Time-based emails are also known as autoresponders, and are set up at particular time intervals; for example, immediately after an opt-in or a certain amount of time after a purchase or a download.
Email sequences are set up by you and are then sent out automatically by your email provider, plug-in, or software. You can, of course, tweak your sequences once you’ve set them up.
The Benefits of Setting up Email Sequences
Businesses set up email sequences to save time, rather than having to email individual customers. It frees them up to take care of other tasks, while the bulk of their sales and marketing messages take care of themselves.
Companies that set up automated email sequences report better acquisition of new customers and retention of existing customers, higher conversions, and increased revenue. That’s because, when email sequences are set up properly, they do a lot of the legwork in helping you to avoid losing customers at critical points, while boosting opportunities for conversions and sales.
The 5 different types of email sequences
There’s no limit to the types of email sequences you can set up, but there are just a handful of sequences that are fundamental.
Welcome Email Sequence
When someone signs up to your blog or registers an account on your site (e-commerce business site for example), an automated sequence of welcome messages are proven to deliver 320% more revenue per email compared to regular promotional messages.
It’s best not to bombard your new subscribers, but typically around five emails within a couple of months will acquaint them with your brand and demonstrate the value you can offer them.
Onboarding Email Sequence
Once you’ve welcomed your email contacts, you can now begin onboarding them by demonstrating your value and keeping them engaged with your brand, hopefully resulting in a purchase at the end of it all.
Abandoned Cart Email Sequence
Ecommerce businesses lose trillions as a result of cart abandonment. Yet, according to some sources, a well-timed abandoned cart email series will be opened by 46.1% of people. 13.3% will click the CTA within the email, and over 35% of those will go on to complete their purchase.
In short, abandoned cart email sequences work.
Repeat Customer Email Sequence
Email sequences are regularly used by businesses to keep their existing customers engaged, preventing them from turning their loyalties elsewhere.
They’re also a good way to up-sell and cross-sell to ensure businesses are maximizing the amount of money they’re making from each customer.
Reengagement Email Sequence
It’s a well-known fact that reengaging existing customers is five times cheaper than acquiring new ones.
A series of incentive-heavy emails, demonstrating why your customer should reconnect with your brand, will help turn a dwindling customer into a loyal one once again.
Cold sales outreach sequence
Cold email outreach is one of the most effective ways to start conversations with prospects.
Salespeople use sales engagement platforms to schedule follow-ups based on whether a prospect replies, opens an email, or clicks a link, saving them time and improving the effectiveness of their sales outreach.
Using Right Inbox for Email Sequences in Gmail
To set up an email sequence in Right Inbox, you’ll first need to download the Right Inbox extension for Chrome here.
How to Set up a New Follow-Up Email Sequence
Step 1: Open a new email.
Step 2: Click on the arrow on the Sequence button, and select Manage Sequences.
Step 3: Name your sequence.
Step 4: Determine your email trigger. Currently, you can only choose the option “No reply to email,” but there will be more triggers coming soon to Right Inbox.
Step 5: Now select the amount of time after your initial email that you want your follow-up email to be sent. You can specify your time delay in days, weeks, or months.
Step 6: Enter the body content of your email.
Step 7: If you’d like to make this your default message for follow-ups, then click Make Default.
Step 8: Click Save and Activate.
To Activate a Follow-up Sequence
- Open a new email.
- Click on the Sequence
- The button will turn green and your default email sequence will be activated (click again to deactivate it).
- To check the details of your follow-up sequence, hover over the Sequence button.
- Now continue to write and send your email as normal. If you don’t receive a reply within the timeframe you’ve selected, your follow-up email will be triggered.
How to Write a great Email Sequence
The content of your email sequence will depend on what kind of sequence you’re setting up. But there are some broad rules that you should follow that will help you get the most out of your series of messages.
1. Add a killer subject line
Because you haven’t been able to hand-craft each email specifically to each recipient, your subject line needs to stand out.
That said, make sure to give a subject line that your customers will expect. So, for example, if they’ve just signed up to your blog, then a simple “Welcome to our blog” is fine; don’t try to be clever and confuse your customers.
2. Explain the reason for your email
Next, make sure you quickly set the scene for why they’re receiving the email. Perhaps it’s to welcome them, or maybe it’s because you’re telling them about a new offer. Spell this out clearly right away.
3. Keep them concise
Don’t use too many words, and keep to a single point. Ideally, the recipient shouldn’t need to scroll through reams of content to figure out what you’re trying to tell them. Keep it simple, and only include the most relevant information.
4. Include a clear CTA
The most effective email sequences are those which offer your recipients an action as a result. If you’re telling them about a new offer, then provide a clear call-to-action linking them straight to that offer on your website. If you’re welcoming them to your blog, then provide a link to your latest blog article.
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David Campbell is the editor of the Right Inbox blog. He is passionate about email productivity and getting more done in less time.