3 Types of Email Sequences You Need to Send to Your List
If you find yourself banging your head against your desk every time you sit down to write an email to your newsletter subscribers, you're not alone.
It can be hard to know what to write for your audience if you don't have a strategic plan. I've got some good news! I'm going to show you the three kinds of email sequences you need to craft a great experience for your readers and persuade them to buy into your offerings.
Ready to get started?
#1: A Welcome Sequence
A Welcome Sequence is the first series of emails that all new subscribers receive when they join your email list. This sequence uses persuasive techniques to turn readers into warm leads by the end of the series, where you’ll invite them to take the next step with you.
Your welcome sequence should accomplish 4 things:
It should introduce you, your business, and your offerings
It should give readers access to an opt-in freebie that provides incredible value and establishes trust in you as the expert
It should build a personable relationship between you and your readers
It should get readers excited about your future content and help them feel ready to commit to a low-level service or product
I explain everything you need to know about building your welcome sequence (including how many emails you need to send, what to include in each one, and a crash course in ethical persuasion) here:
#2: A Nurture Sequence
After your welcome sequence, your subscribers should receive regular emails from you, to nurture them along in your relationship and keep them "warm."
You can send emails out once a week, once every two weeks, or once a month depending on the time you have to commit to this and the education you'll provide to them. Pro tip: I don't recommend overwhelming your readers with more than one email per week unless you've got a special promotion, which I'll talk about in just a moment.
If you have the ability to write a large chunk of content in one sitting (this is called batching), I recommend doing this every few months and setting these emails up as an automation to help alleviate some stress and better allocate your time.
#3: A Launch Sequence or Promotional Campaign
It's okay to send out a smaller, promotional email every once in a while, but I don't recommend making hard sells in every email. You don't want to turn readers off from opening your emails (or worse... send them running for the unsubscribe button).
If you need to sell a high-level offering, a one-off email or welcome sequence is likely not going to result in a lot of sales. People need time to trust you and evaluate if your offer is truly right for them before they commit to a large investment.
Instead, I recommend creating a promotional campaign (or a launch sequence if your offering is brand new).
This sequence needs to achieve 8 things:
- It should prove that you understand your audience's pain points
- It should introduce your offering in an intriguing way + explain how it solves your audience's problem
- It should give readers more education (valuable content related to your offering) to solidify trust in you as the expert
- It should demonstrate social proof by showing how your offering has helped real people
- It should give your audience all the juicy details of your offering (what's included, price points, special discounts, presale info, etc.)
- It should showcase the emotional and tangible benefits of your offering
- It should tell them exactly when the cart is open, encourage them to buy when the sale is live, and remind them when the cart is closing
- It should help you gather valuable insight from those who didn't buy
I personally recommend a sequence of 9-10 emails for a launch or promotional campaign, and I'm working on a template you can purchase and customize for your next launch! If you're excited about this, send me an email and let me know! >> email@example.com
In the future, you can take a portion of your past emails and email sequences and create a NEW, master automated drip sequence so brand new subscribers will get all of your chosen emails from the very beginning. This helps you repurpose your content and work smarter, not harder!