The Best Email Sequence Examples That Work

If you’ve ever dabbled in email marketing, you know it can be a goldmine for reaching your audience—when done right. We’re talking about connecting with your subscribers in a way that feels personal, not spammy. That’s where email sequences come in.  

Think of them as your secret weapon to nurture leads, boost conversions, and build lasting relationships. But what exactly is an email sequence, and how do you create one that actually works? Let’s dive in.

What is an Email Sequence?

An email sequence is a series of pre-written emails that are automatically sent to your subscribers based on specific triggers—like when someone signs up for your newsletter, makes a purchase, or even just clicks a link. Think of it as the well-oiled engine of your email marketing strategy. 

These sequences are designed to guide your audience through a journey, leading them closer to taking the action you want, whether that’s making a purchase, signing up for a webinar, or simply engaging with your content.

How to get started with an email sequence

1. Define Your Goal: Before you write a single word, know what you want to achieve. Is it to convert leads into customers? Nurture existing clients? Educate your audience? Your goal will shape the tone and content of your emails.
2. Identify Your Audience: Who are you talking to? The more you know about your audience—what they need, their pain points, their interests—the more effective your emails will be.
3. Map Out the Journey: Plan the path you want your subscribers to take. This could be as simple as moving them from awareness to consideration to decision. Think about what information they need at each stage.
4. Write Your Emails: Now comes the fun part. Create emails that are engaging, informative, and aligned with your goal. Make sure each email builds on the previous one, guiding your reader naturally toward the action you want them to take.
5. Set Up Triggers: Use your email marketing platform to set up triggers that send your emails automatically based on subscriber behavior.
6. Test and Optimize: Don’t set it and forget it. Monitor your sequence’s performance, test different versions of your emails, and tweak your strategy based on what works best.

Types of email sequences

Email sequences aren’t a one-size-fits-all solution. Different objectives call for different types of sequences, each with its unique purpose, benefits, and challenges. Understanding these differences can significantly boost the success of your email campaigns. 

Let’s break down some of the most common and effective email sequences, with detailed insights into how they work and when to use them.

1. Welcome email sequence

A welcome email sequence is your first opportunity to make a lasting impression on new subscribers. When someone signs up for your newsletter, purchases a product, or joins your community, this sequence kicks in to introduce them to your brand. 

It’s not just a simple “Thanks for signing up!”—a good welcome sequence sets the stage for your relationship with the subscriber. You’re essentially rolling out the red carpet, showing them what to expect, and starting to build trust from the get-go.

Key Benefits:

• High engagement rates: Since subscribers have just opted in, they’re typically more engaged and eager to hear from you, resulting in higher open and click-through rates.
• Sets the tone: This sequence establishes the tone and frequency of future communications and makes it clear what subscribers can expect.
• Introduces your brand: It’s the perfect opportunity to share your brand story, values, and the benefits your products or services offer.

Potential Drawbacks:

• Risk of unsubscribes: If your welcome emails come off as too pushy, overly promotional, or just plain boring, you risk losing new subscribers right away.
• Execution is critical: A poorly executed sequence can set a negative tone, making it hard to recover and build trust later on.

Example:
Imagine a welcome sequence that starts with a warm greeting and a thank you, followed by a brief introduction to your brand’s story. The next email might include a special offer or a piece of valuable content, like an ebook or a helpful guide, to provide immediate value.

Companies like Airbnb do a great job with their welcome sequences by offering new users an introduction to their platform. They walk users through the benefits, provide helpful tips, and even share personalized recommendations.

2. Nurture email sequence

A nurture email sequence is designed to build and maintain a relationship with your audience over time. Rather than pushing for an immediate sale, this sequence focuses on providing consistent value through educational content, tips, insights, or simply keeping your brand top-of-mind. 

The goal here is to gradually move leads through the sales funnel, warming them up until they’re ready to take the next step.

Key Benefits:

• Builds trust: By regularly providing valuable content without asking for anything in return, you establish your brand as a trusted resource.
• Educates your audience: This sequence helps educate potential customers about your products or services, making them more likely to convert when the time is right.
• Keeps your brand relevant: Regular touchpoints ensure that your brand stays on your audience’s radar so they don’t forget about you.

Potential Drawbacks:

• Time-consuming to create: Nurture sequences often require a lot of content creation and strategic planning, which can be time-consuming.
• Requires ongoing attention: To keep the sequence effective, you need to continually update and refine the content based on feedback and performance data.

Example:
A typical nurture sequence might begin with a thank you for subscribing, followed by a series of emails that share blog posts, case studies, customer success stories, and product tips. Each email is designed to provide value while subtly guiding the recipient closer to making a decision.

Nurture sequences produce an average of 20% increase in lead generation by providing prospects with targeted, valuable content that addresses their pain points and needs over time, ultimately leading them to take action.

3. Re-engagement email sequence

When your subscribers start to go quiet, a re-engagement email sequence is your last chance to bring them back to life. This sequence targets inactive subscribers—those who haven’t opened your emails or interacted with your brand in a while. 

The goal is to reignite their interest, remind them of the value you offer, and encourage them to re-engage with your content or offers. Think of it as a gentle nudge that says, “Hey, remember us?”

Key Benefits:

• List hygiene: Re-engagement sequences help you clean up your email list by identifying inactive subscribers. This not only improves your open rates but also helps you focus on engaged, high-quality leads.
• Reactivates lost leads: Sometimes, all it takes is a little reminder to bring a subscriber back into the fold. These sequences can be highly effective in rekindling interest.
• Cost-efficient: Re-engaging an existing subscriber is often far more cost-effective than acquiring a new one.

Potential Drawbacks:

• Risk of increased unsubscribes: Some subscribers may choose to unsubscribe rather than re-engage, which is a natural part of the process but can be disheartening if not anticipated.
• Must be carefully written: If not executed with care, re-engagement emails can come across as desperate or overly aggressive, pushing subscribers further away.

Example:
A re-engagement sequence might start with a friendly reminder of what the subscriber is missing out on, followed by an exclusive offer or a survey asking how you can better serve them. The final email might create a sense of urgency, letting them know this is their last chance to stay subscribed.

According to Mailchimp, re-engagement emails successfully win back 10% of inactive subscribers, making it a highly effective strategy for maintaining a healthy and engaged email list.

4. Follow-up sequence

A follow-up email sequence is the digital equivalent of a polite nudge—a reminder to your leads or customers to take the next step without being overbearing. Whether you’re following up after a webinar, an inquiry, or a free trial, these emails are designed to encourage action while keeping your brand top of mind.

Key Benefits:

• Keeps engagement alive: Even after the initial interaction, follow-up emails help you stay relevant and nurture leads further down the sales funnel.
• Increases conversions: With timely reminders and offers, follow-ups can significantly improve the likelihood of conversion.
• Builds relationships: By consistently providing value through your follow-ups, you’re building rapport with your audience.

Potential Drawbacks:

• Can feel intrusive: If not timed well or if the tone is off, follow-up emails can come across as pushy.
• Requires precise timing: You don’t want to follow up too soon (or too late) and risk losing the potential customer’s interest.

Example: Let’s say a customer signs up for a free trial of your product. A good follow-up sequence could start by thanking them for signing up and offering helpful resources on how to make the most of the trial. A few days later, another email might showcase success stories or testimonials, followed by a reminder as the trial’s end approaches.

5. Event email sequence

Event email sequences are all about creating interest and attendance for an upcoming webinar, workshop, or in-person event. These emails focus on keeping potential attendees informed and excited while gently nudging them towards RSVPing or signing up.

Key Benefits:

• Boosts attendance: Well-timed reminders keep your event top of mind and can help reduce drop-off rates.
• Creates anticipation: By teasing what’s in store, event sequences can create a sense of urgency and excitement.
• Provides valuable details: These emails help convey logistics like schedules, speakers, and what attendees can expect so that everyone is well-prepared.

Potential Drawbacks:

• Overcommunication risks: Sending too many event-related emails can lead to unsubscribes or disengagement if recipients feel overwhelmed.
• Time-sensitive: Once the event is over, the email sequence loses relevance so timing is important.

Example: A successful event email sequence might start with a “Save the Date” email, followed by early-bird registration offers, sneak peeks of the event’s key speakers, and regular reminders leading up to the day. Post-event, a thank-you email could recap the highlights and provide access to recordings or additional resources for attendees who missed out.

6. Abandoned cart sequence

The abandoned cart sequence is a lifeline for e-commerce businesses. When a customer adds items to their cart but doesn’t complete the purchase, these emails serve as a gentle nudge to bring them back. Sometimes, all it takes is a well-timed reminder or an added incentive to seal the deal.

Key Benefits:

• Recovers lost revenue: Abandoned cart sequences help recover potential sales that might have otherwise been lost.
• Encourages impulse purchases: Reminding customers of the items left behind can push them toward completing the purchase.
• Automated yet personalized: Many platforms allow you to automate these emails while personalizing them with the customer’s abandoned items so the message feels tailored and relevant.

Potential Drawbacks:

• Can be seen as aggressive: Sending too many abandoned cart emails in quick succession can annoy potential buyers.
• Relies on discounting: Offering too many incentives in these emails can train customers to expect discounts before every purchase.

Example: A typical abandoned cart sequence might kick off with a reminder email a few hours after the cart is abandoned, showing the items left behind. The next email could include a discount code to sweeten the deal, and the final email could create a sense of urgency by warning that the cart will expire soon. 

A guide to email sequences

Creating an email sequence is both an art and a science. Here’s a quick guide to getting it right for each type of sequence:

1. Welcome sequence: Start with a warm greeting and introduce your brand. Follow up with an email offering something of value—like a discount or free resource. Finish with an email that sets expectations for future communications.
2. Nurture sequence: Begin with educational content that aligns with your audience’s interests. Gradually introduce your products or services, but keep the focus on providing value. Wrap up with a strong call-to-action that encourages a next step.
3. Re-engagement sequence: Start with a “We miss you” email, acknowledging their absence. Follow up with an offer or incentive to re-engage. End with a “This is your last chance” email to create urgency.

Do’s	Don’ts
Segment your audience for personalized content.	Overwhelm your subscribers with too many emails.
Test different subject lines and email content to see what works.	Be too pushy. Focus on building relationships rather than just selling,
Keep your emails short and to the point.	Forget to monitor and adjust your sequence based on performance data.

Our top 3 choices for email sequence software tools

Creating a successful email sequence is much easier with the right tools at your disposal. These tools are designed to help you automate your email marketing, allowing you to send the right message at the right time, without having to manually manage every step. 

The benefits of using automated email sequence software are numerous—they save time, reduce errors, help you stay consistent, and most importantly, ensure that your emails are highly targeted and personalized.

Whether you’re a small business owner just starting out, a content creator looking to grow your audience, or a large enterprise needing sophisticated automation, there’s a tool that fits your needs. Let’s explore our top three choices:

1. Mailchimp

Best For: Beginners and Small Businesses

Mailchimp is a powerhouse when it comes to email marketing, especially for those who are new to the game. It’s known for its user-friendly interface, which makes it easy to create and automated manage email sequences without needing to be a tech wizard. Mailchimp offers a wide variety of templates that you can customize to fit your brand, helping you to create professional-looking emails in no time.

Key Features:

• Drag-and-Drop Email Builder: Easily design emails without needing coding skills.
• Pre-built Templates: Choose from a library of designs tailored to different industries and goals.
• Segmentation and Targeting: Send personalized emails to different segments of your audience based on their behavior, location, and preferences.
• Analytics and Reporting: Track the performance of your email sequences with detailed reports that show open rates, click rates, and more.

Mailchimp is perfect for small businesses looking to get their email marketing off the ground with minimal hassle. Its combination of ease of use, robust features, and affordability makes it a go-to option for many.

2. ConvertKit

Best For: Content Creators and Bloggers

ConvertKit is specifically designed for content creators, such as bloggers, YouTubers, and podcasters, who need a platform that understands their unique needs. Unlike some other tools, ConvertKit puts a strong emphasis on automation and subscriber management, making it easy to nurture your audience with targeted email sequences.

Key Features:

• Subscriber Tagging: Organize your subscribers by tagging them based on their actions and interests, allowing you to send highly personalized emails.
• Automation Rules: Set up complex automation workflows that trigger emails based on specific subscriber behaviors.
• Landing Pages and Forms: Build custom landing pages and forms to grow your email list directly through ConvertKit.
• Simple Text-Based Emails: Focus on content without getting bogged down in design, which often performs better in terms of open and click rates.

ConvertKit’s straightforward approach to email marketing, combined with its powerful automation features, makes it an ideal choice for content creators who want to engage their audience effectively without spending hours on email management.

3. HubSpot

Best For: Larger Businesses and Enterprises

HubSpot is a comprehensive platform that goes beyond email marketing to offer a full suite of marketing, sales, and CRM tools. It’s perfect for larger businesses that need more advanced features and integrations. With HubSpot, you can manage your email marketing sequences as part of a broader inbound marketing strategy, seamlessly integrating your emails with your sales and marketing efforts.

Key Features:

• Advanced Automation: Create sophisticated email workflows that are tailored to the buyer’s journey, ensuring that each lead receives the right content at the right time.
• CRM Integration: HubSpot’s built-in CRM allows you to track every interaction with your leads and customers, giving you deep insights into their behavior and preferences.
• Personalization Tokens: Personalize emails at scale by inserting dynamic content based on CRM data, making your emails more relevant to each recipient.
• In-Depth Analytics: Gain detailed insights into the performance of your email sequences, with the ability to drill down into individual campaign metrics.

HubSpot is ideal for larger organizations that require more complex email marketing capabilities and want to integrate their email sequences with other aspects of their marketing and sales strategies. Its robust feature set and powerful analytics make it a top choice for businesses looking to scale their email marketing efforts.

Why These Tools Matter

Each of these tools offers unique features that can significantly enhance your email marketing efforts. By automating email sequencing, you can ensure that your messages are delivered consistently and effectively, without the manual labor. These tools also provide the insights and analytics needed to continuously optimize your campaigns, helping you to achieve better results over time.

Choosing the right tool depends on your specific needs—whether you’re a small business just getting started, a content creator looking to grow your audience, or a larger business seeking more advanced automation. 

With the right software, your email sequences can become a powerful driver of engagement and conversions.