Ultimate guide to email sequences for 2024

Start more conversations with email marketing sequences

Sending one email never intrigues prospects. Most likely, you send one email hoping to catch the prospect's attention. You follow up once, no response. You follow up one more time via text. Still no response. You feel like you are intruding into their lives, and stop. Sounds familiar?

This inconsistency in email outreach leads to opportunities slipping through the cracks. This is where you need to automate email sequences to drive quick conversions.

Email marketing sequences are a series of emails sent from an automation software based on predefined conditions with a goal to convert prospects into customers.

The objective of designing email sequences can vary for different marketers:  

• To get the prospect to reply

• To get the prospect to sign up

• To build brand awareness

If you are wondering if you need to start running email marketing sequences, answer these questions: 

• Are you copy-pasting the same email pitch to every lead?

• Do you research the target industry?

• Does most of your day go into drafting, scheduling, and sending follow-up emails?

• Do you think this time can be used to perform more productive tasks?

• Do you keep missing follow-ups?

If you answered ‘yes’ to most of the above questions, then you definitely need to get your follow-up strategy sorted. When you have to reach a hundred or thousand leads on a regular basis, personalizing and not spamming your prospects sounds impossible.

How to build your email sequence

With a powerful all-in-one CRM, you can send personalized email marketing messages to your users and keep them engaged.

• Design your campaign from scratch

• Choose from existing email sequence templates

• Draft personalized subject lines and body copy

• Target your segments

• Schedule campaigns as per your recipients' time zone

8 Email sequence examples and templates 

Setting up an automated email series is the secret sauce that can help you target and reach out to countless prospects while staying consistent with your messaging. 

You just have to set it up once, and it does the work for you — allowing you to focus on other important tasks. There are many types of email sequences available depending on your overall goal. Here are some templates and examples of automated email marketing sequences for you.

Welcome email sequence

Welcome email sequences are the first roadmap for cold leads who have signed up for a webinar, downloaded an ebook, or subscribed to your newsletter. They act like a first impression for your brand, with a single email defining what your brand can offer a paying customer. 

Welcome emails are powerful because open and click-through rates are often 2x any other email you send.

According to Islin Munisteri, Vice President of Sales and Marketing, Theia Marketing, “The ideal email sequence for my team is five email sequences to convert a lead to a customer.”

Say you have a prospect list comprising webinar registrants who filled a form on your landing page; you can start warming up cold leads with a sequence that gradually nurtures leads through the pipeline. 

For your welcome email sequence, you can start with three emails and then, based on the response, expand to 5-7 emails. Start your sequence with the following steps: 

Email #1: Email thanking registrants

At the start of the sequence, your first email should send a confirmation and thank prospects for registering for the Webinar. Also, make your webinar hashtag known to them so they can create some noise around the webinar. 

Hi {First Name} 

Thank you for registering for {webinar name}. I am {your name} and handle {your role} at {your company}. And I will be giving you quick updates as we go.

The {Name} webinar starts in a week, and we couldn’t be more thrilled to see you there! Here’s how things will go down tomorrow: {Share the agenda}

I will be sharing the link to the Webinar closer to the date. 

Join the broader conversation on the Webinar on Linkedin {link it} and Facebook {link it} by using {Webinar-related hashtag}.

If you have any questions, I am always here. 

Regards, 

{Your Name}

Email #2: Address pain points 

If your prospect is a technology officer at a transportation company, you can talk about how your product can help solve their challenges. 

Hi {First Name}

I chanced upon this report {link} on the US's transportation industry developments and noticed that digital transformation is one of the key factors for growth for several companies.

A {talk about your product} can help run operations smoothly and improve lead management, especially in the transportation sector {attach reference link}. 

Let me know if we can get on a quick 10-minute call to discuss more. 

Regards, 

{Your Name}

Email #3: Send useful resources

One week before the webinar, send them a reminder as well as resources they may find useful. You know what your prospects are looking for or their challenges (depending on the webinar topic and the target group you are sending to). Share ideas that will resonate with them.

Hi, 

 I wanted to ensure {Webinar Name} does not slip out of your mind! I am excited to have you join us at the webinar. Meanwhile, I thought you might enjoy these resources around the topic: 

-{List resources}

P.S: Don't worry about missing out on your session. We will email you your personal link 30 minutes before the talk is due.

Regards, 

{Your Name}

Email #4: Engage & deepen the connection 

Everyone likes a freemium offer. Offer something they can't refuse, or at least feel bad about refusing: a free trial, or a freemium model, or free resources. 

Throw in whatever you can a few days before the webinar. 

According to Morgan Williams, Enterprise Account Executive, Yelp, "Outreach emails that work well for me are ones that look like they are from an actual human, lead with value, and have a call-to-action that engages the prospect with a question that's easy to answer. To humanize my emails, I use short, all-lowercase subject lines, contractions, and industry slang."

In this stage of your cadence, you are just nudging your prospect to experience your product. 

Hi {First Name}

Your session is X days away, and we couldn't be more excited! While there is social chatter about the Cold Email Webinar {Insert Webinar Name}, I wanted to check in on you. In my earlier email, I had mentioned how a CRM could help improve your email outreach. 

As the sales manager for {prospect company}, you know the difficulties faced in scoring new leads. So here is a free trial {insert link} of our CRM. It is super easy to set up, and we offer 24/7 support. So go ahead and give us a try! CRM plays a pivotal role in nurturing leads and reducing manual tasks for your salespeople.  

Let me know if you need more information.

Regards, 

{Your Name} 

Email #5: Share live webinar details

When it's time for the webinar, add the details and share it as part of your email marketing sequence.

Hi {First Name} 

OK, this is it! We're about to start any second now. 

For instructions on how to connect to the webinar, see below. If you have any issues, just hit reply.

{Webinar links and instructions}

See you there! 

Regards 

{Your Name}

Email #6: Post-webinar thank-you email 

After the webinar, share the recorded link for those who may have missed it as part of your email sequence. 

Hey {First Name}, 

As promised, here is the webinar recording link so you can relive the cold emailing session anytime you want!  Hope you found it useful.

Should you wish to switch to a CRM that helps you automate your cold email outreach and track engagement metrics, we would be happy to take you through a super quick 10-minute demo of our CRM.

Let me know what time works best for you,

Regards, 

{Your name}

Onboarding email sequence

After all the nurturing, you have won a customer. Now, sending an automated onboarding email series is an easy way to greet new subscribers or to say thank you for your first purchase. It is a powerful first introduction to establish a connection and ensure new customers don’t slip through the cracks. Make sure your onboarding email cadence ensures your new customers understand how to use the product and enjoy it to the hilt. 

Email #1: Thank-you email 

Begin your onboarding sequence by thanking the registrants.

Hello there, {First Name} 

Welcome to the Freshworks family! We are glad to have you onboard our rocketship of over {X} users! 

Here are some resources to help you get started {link}.

If you need any assistance in setting it up or helping your team get started, please reach out to me {provide contact details}

Regards, 

{Your Name}

Next step: Follow-up

Set up an automatic reminder to check on your customers and their progress in using your product. Any initial glitches, problem areas, and requests should be attended to by the respective teams straightaway before they bloat and lead to churn.

Final step: Text message

Most of us look at messages on our phones throughout the day. Set up a reminder to send a check-up text to your prospects within your CRM and ensure things are going smoothly.

Abandoned cart email sequence

There are many reasons why people abandon online shopping carts. These could include high shipping costs, lengthy delivery times, or sudden disinterest. But there is curiosity in your product, which is what made the prospects add your product to their carts in the first place. To spark that curiosity again and nurture it, you can schedule an abandoned cart email journey to bring back lost prospects. 

Your abandoned cart email sequence can have a catchy subject line: 

• Out of Mind, Not Out of Sight! 

• {First Name}, We’ve Saved Your Cart 

• We miss you, {First Name}

You can save a variety of email templates within your CRM so you don't have to type one from scratch each time. 

Email #1: Email that offers something truly unique.

 Since buying intent is high in abandoned cart prospects, have a simple call-to-action that focuses on how easily the customer can finish the checkout they started. Make your email marketing sequences quirky and personal. 

According to Ron Stefanki, Founder, Onehourprofessor.com, “After roughly eight years in the online business space, I’ve realized that the key to any automated email sequence is that you make sure to give value before asking for anything. Anyone who signs up for your email list trusts you enough to give their email address so that you can contact them.  One quick way  to lose that trust is to flood their inbox with requests before giving them anything of value.”

Hey {First Name},

It was you and me

All alone in this beautiful world, 

Filled with {quirky name for your product}

And then suddenly, 

One day you let go, 

And the world seems imperfect.

And we can’t stop thinking about you. 

Let’s seal this sweet, sweet deal. 

I’ll give you 10% off if you show me some attention.

Let me know if we can swing together again.

Missing you 

Your {company name} cart 

Email #2: Text or email with a sneak peek into a new product rollout or sale

Hey {First Name},

We are still waiting for you to take that step and check out your cart with 10% off. :) 

Also, here is a sneak peek into the upcoming sale, which is exclusively for you! This will help you save more than you initially thought you could. 

Let me know what you think of the sneak peek and if you want to know more, I am always reachable on {contact details}! 

{Your Name}

Email #3: Abandon your sequence  

If you still don't get a response from step #2, then most likely your prospect does not want to connect. Say goodbye, but don’t be pushy. Be in the good books when you are closing an email marketing cadence. 

Upsell email sequence

The upsell sequence targets customers who have experienced your initial offerings, such as those who've completed the onboarding email sequence. The objective here is to encourage them to explore more of your products or services. This isn’t just about increasing sales—it’s about deepening your value and nurturing ongoing relationships.

Email 1: Provide value

This initial email sets the stage by offering something extra without immediately pushing for a sale. Share a useful resource, a complimentary service, or access to an exclusive community. 

This could be as simple as a guide, a free consultation call, or an invitation to join a private group. It’s a gesture that revisits and addresses their initial needs, starting the sequence with generosity.

Hi {First Name},

We hope you enjoy {product/service}. To enhance your experience, we're offering {a new feature/free resource/exclusive access}. This is our way of saying thanks and ensuring you get the most out of what we offer.

Best,

[Your Name]

Email 2: Invite feedback

Shift the focus to your customer in this next email. Encourage them to share their experiences and opinions about your product or service. This can be through a simple survey, a request for a testimonial, or an invitation to provide feedback. Make it clear that their input is valued and that it won’t take much of their time.

Hello {First Name},

Your thoughts matter to us! Could you spare a few minutes to share your feedback on {product/service}? It helps us serve you better and ensures your experience with us is top-notch.

Thank you,

[Your Name]

Email 3: Provide further value.

Follow up on your initial value offer with something additional - a discount, special offer, or a thank-you voucher. If this aligns with their feedback, it shows you’re listening and responding to their needs.

Dear {First Name},

As a thank-you for your valuable feedback, here's a {discount/special offer} just for you. It's our way of showing appreciation and enhancing your experience with us.

Enjoy

[Your Name]

Email 4: The soft sell

A few days later, introduce the idea of further engagement. This could be a free trial, a story leading to one of your products, or an invitation for a consultation. The approach should be subtle, framing the additional step as beneficial for them.

Hi {First Name},

Did you know we also offer {additional products/services}? It complements your current choice perfectly. I’d love to discuss how it can further benefit you. Let's set up a quick call to explore this.

Looking forward to chatting,

[Your Name]

Email 5: The hard sell

Now, focus squarely on the upsell or cross-sell. Explain clearly why upgrading or adding another service is beneficial. Remember, it’s not about the features but the benefits they bring to the customer. Make it clear why this next step is worth their investment.

Hello {First Name},

Ready to take your experience with us to the next level? Our {upsell product/service} is designed to do just that. It offers {list benefits}. Many of our customers have found it to be a game-changer. Let’s talk about how it can work for you.

Best regards,

[Your Name]

Re-engagement email sequence

The re-engagement sequence is for those who have been through your nurturing email sequence but haven’t yet become customers. They know you and trust you, but they haven't committed for some reason. This sequence is about staying present and being their first thought when the time is right for them.

Email 1: Re-introduce yourself

After a gap (at least 1 to 2 weeks), start by re-introducing yourself.

Share your story and mission, focusing on who you serve and why. Make it about them. Ask how they’ve been and remind them why they joined your list. Be light-hearted to avoid creating any guilt.

Hello {First Name},

Remember us? We’re {Your Company}, and we’re all about {mission/goal}. Since it’s been a while, we thought we’d drop in and say hi! How have you been? We’re still doing {activity/update}, just like when you joined us. Let’s catch up!

Cheers,

[Your Name]

Email 2: Invite feedback & engagement.

Engagement is crucial. Invite them to share feedback or engage in a conversation. This can be through a survey or a simple question. Make it quick and easy for them to respond.

Hi {First Name},

We value your opinion and would love to hear your thoughts about {topic/service}. Could you help us by answering a quick question or two? It won’t take more than a minute, and your feedback is incredibly important to us.

Thanks a lot,

[Your Name]

Email 3: Share your latest and best content.

Reconnect them with the value you offer. Share your most compelling and recent content – be it a blog post, podcast, or case study. Remind them of the valuable insights and updates they have been missing.

Dear {First Name},

Did you catch our latest {article/podcast/blog}? It’s all about {topic} and has been a hit with our community. Check it out and dive back into the great content you’ve been missing!

Best,

[Your Name]

Email 4: Soft sell

Now, subtly reintroduce them to your offerings. It’s possible that now is the right time for them. Offer a free trial, a consultation call, or a sneak peek at your service. Keep it low-pressure but inviting.

Hello {First Name},

Is it the perfect time for you to explore {product/service}? We’ve got an {offer/trial/module} that you might find interesting. Let’s explore this together and see how it fits your needs now.

Looking forward to hearing from you,

[Your Name]

Email 5: Invitation

In the final email, extend an invitation for further action. This could be to join a community, sign up for a new product, or continue receiving updates. The focus is on keeping the conversation going and gently nudging them back into your sales funnel.

Dear {First Name},

We’re rolling out {new product/service/community}. It’s something we think you’ll love. Would you be interested in {joining/trying it out}? Let’s keep this conversation going!

Warm regards,

[Your Name]

Conversion email sequence

Conversion sequences are designed with a specific goal to encourage an action, like a purchase or trial signup. They focus on creating a sense of urgency and showcasing the value of your product or service.

Email #1: Opening email

Acknowledge the subscriber's recent interaction, like a trial signup or product demo, and express gratitude. This email sets the stage for conversion by acknowledging their interest.

Hi {First Name},

Thanks for trying out {Product/Service}! We're excited to have you on board and are here to assist with any questions you might have as you explore.

Best,

[Your Name]

Email #2: Benefits email

Clearly outline the benefits of your product or service. Use segmentation for personalized messages targeted at different customer types.

Hello {First Name},

Did you know that {Product/Service} can help you with {specific benefits}? Our customers have found these features particularly helpful: {list key features}.

Cheers,

[Your Name]

Email #3: Social proof

Share reviews, testimonials, or social media posts that highlight positive experiences with your product.

Dear {First Name},

Don't just take our word for it. Here's what others are saying about {Product/Service}: {Insert testimonials or social proof}.

All the best,

[Your Name]

Email #4: Offer

Introduce an irresistible offer, like a limited-time discount, and use a countdown to create urgency.

Hi {First Name},

Exciting news! We're offering {discount/special offer} on {Product/Service}, but it's only for a limited time! {Include countdown timer}.

Don't miss out,

[Your Name]

Event email sequence.

This sequence is tailored to maximize engagement and excitement for an upcoming event. It’s a mix of confirmation, detailed information, reminders, and post-event engagement.

Email #1: Confirmation

Confirm their attendance and share the first set of event details. This email sets the tone for the event and builds initial excitement.

Hello {First Name},

You're in! Your spot at {Event Name} is confirmed. Here's what you need to know: {event date, time, location}. We're excited to have you with us!

See you there,

[Your Name]

Email #2: Event details

Dive deeper into the event specifics. Highlight speakers, sessions, and other in-depth information about planned special activities. This email should amplify their excitement and give them more reasons to look forward to the event.

Dear {First Name},

Get ready to be inspired at {Event Name}! Here’s our star-studded lineup: {List of speakers/sessions}. Each session is designed to offer valuable insights and experiences.

Can't wait to see you,

[Your Name]

Email #3: Reminder

Send a reminder closer to the event date. Include any last-minute details or changes. This is also a good time to share practical information like parking, check-in procedures, or event apps.

Hi {First Name},

It’s almost time for {Event Name}! Here's your quick reminder: {Final details}. Don’t forget to {any specific instructions}. We’re looking forward to an amazing time together.

See you soon,

[Your Name]

Email #4: Post-event survey

Thank attendees for their presence and ask for their feedback. This helps improve future events and keeps the engagement going even after the event.

Hello {First Name},

Thank you for joining us at {Event Name}! We hope you found it as enriching as we did. Could you spare a moment for a quick survey? Your feedback is invaluable: {Survey Link}.

Thanks for your time,

[Your Name]

Renewal email sequence

This sequence is designed for subscription businesses to encourage customers to renew their subscriptions. It's a blend of reminders, value affirmations, and updates.

Email #1: Reminder

Remind customers that their subscription is nearing its end. Offer clear instructions on how to renew and maintain continuity.

Hi {First Name},

Just a heads-up: Your subscription to {Product/Service} is due to renew soon. Here’s how you can continue enjoying our services without interruption: {Renewal instructions}.

Best,

[Your Name]

Email #2: Value reinforcement

Highlight the benefits and successes customers have experienced with your product. Tailor this email to reflect their specific usage or preferences.

Dear {First Name},

As your renewal approaches, let’s look back at how {Product/Service} has supported you: {List of benefits/success stories}. We’re committed to being a part of your success journey.

Regards,

[Your Name]

Email #3: Updates and new features

Share recent and upcoming features or improvements. This can motivate customers to renew by showing ongoing development and added value.

Hello {First Name},

Big things are happening at {Your Company}! Here are some exciting new features and updates that you can look forward to: {Feature list}. Renew your subscription to keep accessing these benefits.

Cheers,

[Your Name]

Email #4: Offer or last chance

Create urgency with a final reminder. Consider including a special offer to sweeten the deal and encourage prompt action.

Hi {First Name},

Your subscription is about to end, but it’s not too late! Renew now and {mention any special offer or discount}. Don’t miss out on continuing your journey with us.

Last chance,

[Your Name]

What can you track in an email sequence

We are now in a digital social landscape that allows us to see whether our emails were delivered and if so, who read our emails, when they read it, and how many times. 

Kris Sharma, founder of WebinarGrow, feels email campaigns come down to three main elements: “Your copy, your data, and your tech setup. If you’re getting low open rates, then you have a problem in one of those areas. You’ll want to have a short, straightforward copy, scrub your data for incorrect information, use best practices for warming up your IP address and track email metrics.”

Here are some of the email marketing sequence metrics that you can track within a CRM with email tracking capabilities.

Emails sent

Track how many emails you are planning in a day, week or month. See which frequency works for you and which email sequence works the hardest for you. 

Email open rate 

How many prospects actually clicked on your email and opened it? Track this percentage to see how effective your emails are. To improve your metric, tweak your email subject lines and opening lines. 

Email reply rate 

This percentage measures the effectiveness of your actual email copy. Personalize your emails, be relevant, and have a strong call to action.

Bounce rate 

Identify email addresses that are bouncing and cleanse your list. Ensure your emails are not too pushy and add some value to your prospects. 

Unsubscribe rate 

Find out the reason for the unsubscription. Were you too spammy? Did you target the wrong audience? Seek the answers.

How to build an email marketing sequence for your business

Understand, segment, and target leads

Your marketing team shouldn’t need to use five different tools for gathering lead data, planning campaigns, and sending promotional emails. With Freshmarketer, you can organize all your customer information in a single customer data platform, get an end-to-end view of every customer, understand their activities, and group them into different target segments and lists. Group contacts into Static and Dynamic Lists based on attributes and behavior to send personalized emails.

Get to know more about customer segmentation

Personalize emails

An email sequence is a journey to establish a solid connection with your prospects.

How do you do that?

Know what they are looking for, their challenges, and what they expect from your product. With an intelligent CRM, you get deep insights into every prospect’s interactions with your company, where they are in the pipeline, and website behavior.

Design and personalize your email marketing sequences with insights on their requirements. 

Learn more about engaging with context

Choose from a variety of email templates 

Having a ready set of email templates with attractive designs can save your marketing team a lot of time and effort, especially when you run simultaneous campaigns.

With Freshmarketer, you can amplify your message through visually appealing emails and choose from a wide range of templates available for every industry and usage. You can also save templates for future campaigns. 

Get more email templates here

Make better decisions based on marketing campaigns.

Understand what works and sometimes doesn’t work for your marketing outreach through marketing analytics available within an intelligent CRM. With Marketing Reports, get to know the nitty-gritty details of your marketing campaigns' performance including how your email lists are performing over time and top conversion sources, be it ads, social or emails. Identify the campaigns that generate maximum engagement. This will help you improve your game plan for better conversions and faster growth. 

More about marketing analytics

Build targeted email sequences to improve conversions

Now you know how sales email templates can make email sequences your sales team’s ally, get an email sequence software like Freshmarketer that can run sequences automatically, nurture customers, and help you measure performance.