What Are Email Sequences And How Do They Work

Email marketing has been thriving since the 1990s and believe it or not, it is one of the most powerful marketing strategies that is 40 times more effective at acquiring new customers than Facebook or Twitter. Amazing isn’t it? Unfortunately, email marketing isn’t being used to its fullest potential in our present time. Let’s speak about email sequences and how to fully utilise them in email marketing efforts.

What are email sequences?

Email sequences are basically a series of emails that will be sent out one after another with set intervals. It is usually triggered by an action or set to be sent out at a certain time. Best results will show when you combine the both, time-based and trigger-based. Some of the apps that you could use for email marketing are such as MailChimp, GetResponse, Hubspot and many more!

It’s good to invest some time and effort into setting up your email sequences because it really saves you time in the long run and it is far more efficient and beneficial to your business when everything is set to run. Imagine not having to manually send out targeted emails to get leads. Email sequences will do it for you!

Here are the types of email sequences out there!

First up, a nurture sequence. What it does is that it nurtures the relationship between your business and your customers. It helps them understand your company and the services you provide. This usually goes out as a warm up to your company and brand. It’s like a welcome and 'get to know us' email. Note that first impressions from your customers here are very important in determining whether they’d like to keep receiving content from you or not.

Next comes an engagement sequence. As its name say, this sequence targets engagements. To interact with your customers and form strong relationships. This may also be a starting point to subtly nudge your customers to carry out an action. You could send out a personal recommendation on what you think your customers would like based on the stats you have received about them. For example, let’s say you’re an e-commerce company selling clothes. If you find that your customer likes dresses, maybe send them the latest collection on dresses so that they may look at what they find interesting and hopefully make that sale.

Third, the conversion sequence. This is the goal, to get your customers to carry out an action and all your previous sequencing on nurturing and engaging leads up to this. In the end, every company’s goal is to sell a product or a service and this is where you do it. For example, prior to a launch, you could send a couple of emails scheduled with significant intervals to give your customers an insight of its functions and benefits. Then comes the launch followed by a couple of follow up emails to remind your customers or keep your customers in-the-know of what just released.

Here at Chamrun Digital, we will assist you in the planning and creation of email sequences to nurture, engage and to generate leads from your customers.