E mail sequences are one of many best methods to remain in contact and have interaction clients with out having to write down each message from scratch.
Attempting to welcome new clients, nurture leads, or re-engage inactive subscribers? Sequences make it easier to attain your audience by sending well timed and related content material.
On this information, you’ll discover:
- A breakdown of electronic mail sequences and why they’re helpful in your electronic mail advertising technique
- Six several types of electronic mail sequence examples
- A step-by-step walkthrough for organising your first electronic mail sequence
- Ideas and greatest practices to assist your emails really feel well timed, related, and value opening
Let’s get into it.
What’s an automatic electronic mail sequence?
E mail sequences, additionally referred to as drip campaigns, are a sequence of automated emails which might be despatched to a subscriber over a specified interval. E mail sequences are a sort of electronic mail advertising automation technique.
Every electronic mail within the sequence has a selected objective, and you may determine what number of emails you need to add to the sequence and if you need to ship them.
These emails are often triggered by a sure motion (like somebody signing up for a e-newsletter, downloading a freebie, or making a purchase order), they usually’re designed to information your recipient in direction of a specific purpose.
That purpose will be something: welcoming a brand new buyer, inviting them to finish a purchase order, or re-engaging with somebody who’s gone quiet.
The necessary factor is that after the sequence begins, the messages are despatched routinely, with out you having to manually comply with up. Due to this, automated electronic mail sequences supply three main advantages:
- They prevent time. You write the emails as soon as, and the remainder is completed routinely.
- They’re well timed. Every message is shipped on the proper second, not simply everytime you keep in mind to ship it.
- They’re focused. You may ship totally different emails relying on what somebody clicked, considered, or purchased.
Right here’s an instance of an electronic mail sequence. Let’s say somebody indicators up in your e-newsletter, they usually get a welcome electronic mail instantly. A few days later, you ship a follow-up electronic mail with a particular discounted supply to maintain them engaged. In the event that they click on the supply, they get extra particulars or a subsequent step. If not, you ship a mild reminder or attempt a distinct incentive.
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Forms of electronic mail sequences (with examples)
E mail sequences serve totally different functions relying on how they’re positioned in a buyer’s journey. Under, we’ve coated some frequent forms of electronic mail sequences, with real-life examples of how every one works.
1. Chilly electronic mail sequence
A chilly electronic mail sequence is a set of emails you ship to somebody who hasn’t interacted with your corporation earlier than.
It’s a method to attain out, introduce your self, and see if there’s a attainable match, however with out being pushy.
These emails are nice in your model’s outreach efforts, particularly in B2B settings. They make it easier to join with individuals who may profit from what you supply however don’t find out about you but.
The preliminary electronic mail you ship must be quick and to the purpose. Deal with who you might be, why you’re reaching out, and the way you may be capable to assist.
Keep in mind, the purpose is to begin a dialog, not essentially make a sale instantly.
Should you don’t hear again, ship a follow-up electronic mail. You may share a useful resource, reply a standard query, or simply examine in politely.
Take a look at this opening electronic mail instance from Hey Broadband:
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This electronic mail might be extra private, however the “Hey, Streamer” line is a fascinating, pleasant hook. It rapidly introduces the model and highlights its distinctive promoting factors, and the visible bundle breakdown makes it straightforward for the reader to match choices.
2. Welcome electronic mail sequence
A welcome electronic mail sequence is the primary set of emails an individual will get after signing up in your record. It’s your likelihood to say whats up, set expectations, and provides them a purpose to remain related.
A superb welcome electronic mail sequence begins with a brief, pleasant electronic mail that thanks them for signing up and briefly introduces your corporation.
You may comply with that up with a couple of extra emails over the following few days, sharing what your corporation is about, how one can assist, or a useful useful resource or low cost.
Notice that your welcome electronic mail sequence shouldn’t be too lengthy or sophisticated. The purpose isn’t to instantly make a sale; it’s extra about creating an excellent first impression and giving your subscribers a purpose to maintain opening your emails.
Check out this enjoyable welcome electronic mail sequence by Bubble Skincare:
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This electronic mail utterly nails the primary impression. It’s brilliant, pleasant, and will get straight to the purpose. There’s no arduous promote; only a heat whats up and a fast peek at their most-loved merchandise.
Plus, they do an excellent job of branding with the reminder that they’re all about group, clear skincare, and good vibes (plus, they’re vegan and cruelty-free).
3. Lead-nurturing electronic mail sequence
Lead-nurturing emails are often despatched to individuals who may need taken actions like signing up for a free useful resource, downloading a information, or attending a webinar, however are usually not fairly prepared to purchase but.
These sequences assist folks get to know your model higher and may slowly nurture them in direction of changing into paying clients.
A lead-nurturing sequence often includes emails highlighting useful, related content material over time. This is usually a few suggestions, how-to articles, tutorials, or product guides; something that helps construct belief and reminds the recipient of your model. As they click on, learn, or reply, you may guarantee future emails match their wants extra intently.
This sort of sequence works particularly effectively for B2B advertising or anybody promoting a high-ticket product that requires cautious consideration earlier than shopping for.
Take a look at this instance by Readymag:
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It is a nice instance of lead nurturing accomplished proper. The e-mail is clear, helpful, and full of useful details about shortcuts, undertaking highlights, and how-to content material, all with out being too pushy. It helps have interaction the recipient whereas subtly displaying off what Readymag can do.
4. Onboarding sequence
An onboarding electronic mail sequence helps new customers get began along with your services or products, contributing to excessive buyer retention and an excellent expertise.
Whereas welcome emails introduce your model, onboarding electronic mail sequences information folks by way of what to do subsequent.
These emails are particularly helpful if somebody has signed up for a free trial, created an account, or made their first buy. Your purpose is to assist them attain that “aha” second, the place they perceive how your product works and the way it’s helpful to them.
For an excellent onboarding sequence, begin with a easy electronic mail thanking new customers for becoming a member of and displaying them easy methods to get began. One thing like this:
After that, you may ship suggestions, walkthroughs, or useful content material to focus on key options and encourage them to take the following step. The following step will be utilizing a device, exploring your merchandise, or finishing a profile.
Every message you ship ought to concentrate on decreasing confusion and offering useful data. It’s additionally a good suggestion to incorporate some social proof, like buyer testimonials or success tales, to reassure your recipients that they’re in the best place.
Right here’s an instance of an onboarding electronic mail sequence:
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This onboarding electronic mail by Ellevest is obvious, participating, and full of useful subsequent steps. From billing particulars to account setup suggestions, every little thing is specified by a easy, organized approach that makes it straightforward to get began.
Prepared-made electronic mail templates with GetResponse
Skip the design work and begin changing instantly. GetResponse comes with a whole bunch of professionally designed electronic mail templates for each sort of sequence – welcome sequence, onboarding, deserted cart, and extra.
5. Deserted cart electronic mail sequence
Folks abandon carts for a lot of causes. Perhaps they had been evaluating costs, saved the acquisition for later, bought busy, or simply forgot.
An deserted cart electronic mail is your likelihood to carry the shopper again and assist them full their buy.
For the preliminary electronic mail within the sequence, ship a easy reminder that the recipient left one thing behind.
If there’s no response, comply with up on the earlier electronic mail by providing a small incentive. This might be free transport, a reduction, or a limited-time supply.
Deserted cart emails work greatest if you embrace the precise product picture, title, and worth of the gadgets within the cart, so the recipient can immediately keep in mind what they favored. And if luck has it they usually merely forgot to finish their buy the primary time spherical, they’ll click on proper by way of to cart once more.
Additional on within the sequence, you can too embrace a product suggestion part to extend their curiosity, or a countdown timer to create some urgency and a little bit additional motivation.
Watch out to not stress the recipient, although. The purpose is to assist them choose up the place they left off, not annoy them with a pushy gross sales pitch.
Take a look at this deserted cart electronic mail sequence by Brew Tea Co:
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Brew Tea Co retains it clear, pleasant, and straight to the purpose. The topic is obvious — they saved some tea — and the e-mail gently reminds the recipient what they left behind with a product picture and a fast method to checkout.
Plus, they throw in some perks like free transport, loyalty rewards, and a refer-a-friend supply with out making it really feel pushy.
6. Re-engagement electronic mail sequence
Typically, subscribers or clients go quiet. A re-engagement electronic mail sequence helps you examine in with this crowd and remind them what they’re lacking.
Ship these emails to subscribers who haven’t opened your emails or made a purchase order shortly (which is often 30 days in the event you ship quite a lot of emails each month).
Begin off the primary electronic mail with a pleasant message that claims, “We miss you”. It is a easy, sincere method to re-engage with an outdated buyer with out leaping straight right into a promotion.
From there, you may comply with up with a small incentive, like an unique supply or low cost. You may as well use this second to focus on what’s new with your corporation. It may be recent content material, up to date options, or newly launched merchandise, giving the subscriber a purpose to return again.
Re-engagement sequences will also be an effective way to maintain your mailing record wholesome and improve your total gross sales course of. If sure recipients select to unsubscribe, this is usually a method to focus extra on the people who find themselves energetic and nonetheless need to hear from you.
Right here’s an exquisite re-engagement electronic mail instance from Belgian Boys:
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Belgian Boys hit the nail on the top with their playful, heat tone and a humble acceptance that the recipient may’ve drifted away.
Additionally they make it straightforward to return again with a direct name to motion, and clear hyperlinks to their store and bundles to attempt to re-engage inactive subscribers.
Learn how to create electronic mail sequences with GetResponse electronic mail templates
Able to create your first electronic mail sequence? Right here’s easy methods to do it with GetResponse’s electronic mail sequence software program:
1. Start by logging into your GetResponse account. Should you don’t have one, join a free trial.
2. As soon as logged in, go to the Instruments menu and choose Automation.
3. From there, click on on Create Workflow.
4. Subsequent, you’ll see a web page with GetResponse’s templates. GetResponse gives ready-made templates for frequent sequences like welcome, cart abandonment, and lead nurturing.
You may select a template to avoid wasting time, or click on “Construct from Scratch” if you need full management over your sequence. For the aim of this tutorial, we’ll use the “welcome new contacts” electronic mail sequence template.
5. You’ll now be taken into the workflow area.
6. The very first thing that you must do is about your situation or “set off”. For a welcome sequence, that is already accomplished for you; the situation is that you simply’ve bought a brand new subscriber.
You may alter the situation from the Properties tab, akin to which record, subscription technique, or type it applies to.
7. Subsequent, customise the message you’ll ship. You should utilize an current electronic mail or create a brand new one. Merely click on “Create new message” and use GetResponse’s current electronic mail templates to design a killer electronic mail.
8. Subsequent, you’ll set the time situation or “delay”. That is the place you select the interval after which the follow-up electronic mail must be despatched.
9. Subsequent, arrange the message to ship after your designated delay time. You may repeat this step a number of occasions in the event you’d like so as to add extra delayed emails to your welcome sequence.
10. Now, it’s time to assign a tag to your new subscriber. Within the Properties panel, select or create a tag like “new-subscriber” or “welcome-sequence-started.” This helps you section your viewers later primarily based on whether or not they’ve accomplished the welcome sequence and keep away from sending duplicate sequences to somebody who’s already obtained them.
11. You may proceed customizing your workflow. From the aspect panel, you may drag in additional components, akin to tagging contacts, monitoring hyperlink clicks, checking if an electronic mail was opened, or organising actions primarily based on purchases or visited pages. You’re free to make your sequence as complicated or so simple as you’d like.
12. Subsequent, click on on the gear wheel “Settings” icon within the prime proper nook. Underneath Begin Workflow, select whether or not you need the sequence to start instantly, on a selected date, or manually.
13. On the prime of the web page, click on “Save and exit” to avoid wasting your draft. You may come again and edit it anytime earlier than publishing.
14. When you’re able to go reside, click on the blue “Publish” button on the prime proper of the display screen. Your sequence will begin primarily based on the set off and begin time you’ve set.
Congratulations! You’ve simply made your very first electronic mail sequence with GetResponse.
Construct highly effective sequences with GetResponse
GetResponse’s visible workflow builder makes it easy to create subtle automation campaigns with none technical expertise. Drag, drop, and join triggers, delays, and actions to construct sequences that reply to your subscribers’ conduct.
Finest practices to comply with in an electronic mail sequence
Organising an electronic mail sequence is simply the beginning. To verify your emails really get opened (and acted on), it helps to comply with a couple of tried and examined greatest practices.
Create a constant sending schedule
Your electronic mail schedule ought to have a constant, common tempo; not too usually, and never too not often.
A predictable schedule is nice for letting your subscribers know what to anticipate, which builds belief and makes them extra more likely to convert into loyal clients.
For instance, in the event you’re onboarding new subscribers and promise to ship a every day 10 AM electronic mail, be sure that to do that constantly.
Or, in the event you’re sending out a welcome sequence, chances are you’ll ship the primary electronic mail instantly, the following one two days later, and a 3rd a couple of days after that.
The purpose is to discover a pacing that is sensible in your viewers and stick with it. In case your emails solely present up as soon as in two months, or flood inboxes for per week straight, individuals are extra more likely to skip them, or worse, unsubscribe.
Automate it
Writing emails is step one. The following half is sending them out. Should you’re aiming to ship a whole bunch of emails directly, doing them manually is an entire no-go. That is the place electronic mail advertising automation software program like GetResponse is available in.
As we noticed above, GetResponse means that you can automate electronic mail sequences by triggering emails primarily based on time (like “two days after signup”) and consumer conduct (like “clicked a hyperlink” or “left an merchandise in cart”).
For instance, if somebody indicators up for a free trial, you may arrange a schedule in order that they obtain an automated welcome message, adopted by utilization suggestions over the following few days with no handbook follow-up wanted.
E mail advertising automation saves time, reduces handbook errors, and ensures you ship the best messages on the proper second. Use it.
Create customized electronic mail sequences
Everybody is aware of personalization is necessary for sending emails that generate motion. However personalization goes past simply utilizing the recipient’s first title.
When your emails mirror what the recipient is definitely curious about, they really feel extra related and fewer like generic, pushy advertising.
Take into consideration what the individual has accomplished. Did they add one thing to the cart? Or go to a selected web page? Primarily based on this, you may:
- Reference the particular services or products they considered
- Advocate content material primarily based on their conduct (e.g., weblog posts, movies, or FAQs)
- Use mail merge to say location, trade, or different particulars you’ve collected
Even small private touches (like suggesting the following greatest step primarily based on their final exercise) make it easier to obtain increased open charges, extra clicks, and an engaged subscriber base.
Use participating electronic mail topic traces and powerful calls to motion
The topic line is what will get your electronic mail campaigns opened. The decision to motion (CTA) is what will get readers to take the following step. Each should be clear, sturdy, and purposeful.
A superb topic line is brief, particular, and piques the reader’s curiosity. For instance, as a substitute of writing a generic “Examine this out,” you would say “Nonetheless considering it over? Right here’s 10% off” or “Your information to getting began is inside.”
For CTAs, keep in mind to be clear and direct. Use easy language like “Begin your free trial,” “Watch the demo,” or “See what’s new.”
You don’t need to embrace too many CTAs in a single electronic mail, and hold the concentrate on one foremost motion you need the reader to take.
Additionally, be sure that your buttons and hyperlinks are mobile-friendly. An enormous a part of your recipient base will likely be studying your messages on their telephones.
Should you aren’t positive what works, make use of A/B testing to check out totally different topic traces, CTAs, layouts, and ship occasions to see what will get one of the best response.
Construct your first electronic mail sequence with GetResponse immediately
That’s it for the fundamentals of constructing nice electronic mail advertising sequences, ones that truly get learn and offer you outcomes. It doesn’t matter what sort of electronic mail you’re sending, a little bit planning (and a little bit of automation) goes a great distance.
Able to get began? Create an electronic mail sequence with GetResponse, discover our pre-made electronic mail templates, and use the detailed electronic mail analytics to run profitable sequences.
