Did you know that email has an estimated user base of over 4.4 billion people, making it the king of marketing channels?
Additionally, 18% of brands get an ROI of over $70 for every dollar they invest in email marketing.
These stats show that with some effort, you can boost your revenue and scale your business to the next level using email marketing campaigns.
Today, we’ll review some proven examples of effective email marketing sequences.
We’ll also add email sequence templates for each instance so you can start your email sequence campaigns immediately.
What is an Email Sequence?
An email marketing sequence is a series of emails you send automatically to a customer or prospect using email marketing software. The emails are sent based on predefined criteria (aka triggers), such as when a user completes an action or a time delay.
We typically send these emails throughout the customer lifecycle — from when a visitor shares their email address and becomes a subscriber to when they become a loyal customer and brand ambassador.
Here’s what the process of creating email sequences looks like:
Difference Between an Email Sequence and Drip Campaigns
There’s a thin line that separates email automation sequences from drip campaigns.
Drip campaigns have predetermined rules that are created and scheduled once. That means their design and content don’t change based on a user’s behavior. A good example is a sales email sent automatically during Black Friday or Cyber Monday.
On the other hand, email automation sequences are triggered by a user’s action. That means the content changes based on the recipient’s action. A good email sequence example is when a customer abandons their cart. That action triggers an abandoned cart email to be automatically sent to their inbox.
7 Winning Email Sequence Examples and Templates
Let’s now look at some email sequence examples and templates you can use as inspiration to build your email marketing sequences.
1. Welcome and Onboarding Email Sequence
The welcome email sequence is for people who are new to your business. It’s the first direct communication with a recipient and lays the foundation for a long-term relationship.
At this point, it’s safe to assume the subscriber doesn’t know you, and you still need to earn their trust. So it’s crucial to make your first impression count.
For that reason, ensure you apply the following tips to your welcome and onboarding sequence:
Here’s an example from Airtable:
Welcome Email Sequence Template
You can use the following welcome email template to keep in touch with your new subscribers and get them up to speed:
Subject line: Welcome to the [Brand Name] family!
Hi [First Name]
We’re excited to have you onboard!
You’ll begin learning how to use our [product] in the coming days.
We understand it may take time and some hand-holding, so we’re here to help.
Feel free to reach out with any questions.
We have tutorials, videos, and an FAQ center you can access anytime.
We look forward to helping you increase your [marketing efforts/revenue/other benefits].
2. Conversion Email Sequence
We use the conversion sequence when we want users to perform an action that most likely results in monetary gains for the business. That means you’ll focus your email copy on a single call-to-action (CTA) and use the sequence to get the user to take action.
When creating conversion-focused email sequences, focus on your audience’s most significant pain points to achieve the best conversion results. But ensure you don’t come across as too sales-y. It’s a delicate balance, but it can be easy with the right copy and offer (ebooks, case studies, discounts).
Here’s an example from First Day:
Conversion Email Sequence Template
Here’s a template you can use to persuade visitors or customers to take a specific action:
Subject: line: [First Name], let’s talk about your [pain point]
Hey [First Name]
We have an offer that we think can help you acquire your next 15 ideal customers.
We recently used the same offer to help [Company Name] and tripled their quarterly sales.
How about a quick call so we can share the offer with you? When is the best time for you?
Link: Book a [25-minute] strategy session.
Have a lovely day,
3. Engagement Email Sequence
You can probably guess that an engagement email sequence encourages the recipient to read your emails and not ignore them. The email sequence builds rapport with prospects and engages them with your content to create interest and keep your brand in mind.
The content of engagement emails varies based on your goals. However, the subject line should make the subscriber feel like they’re missing out if they don’t open and read your emails.
Here’s an example from Monotype:
Engagement Email Sequence Template
Here’s an email sequence template you can use to engage your subscribers:
Subject line: We’re just checking in.
Hi [First Name]
We wanted to check in and see how your current solution works for you.
We’ve added some new features recently and believe they’ll benefit [pain point].
The new features will help you:
- [benefit 1]
- [benefit 2]
- [benefit 3]
We’ve created this [guide/post] to show you the fantastic things you can now do with [Product] and help you get started.
Simply click the button below:
4. Re-Engagement Email Sequence
Businesses use re-engagement emails as a last-ditch effort to reactivate subscribers who haven’t engaged with their emails for a while. These are people who aren’t opening your emails or clicking on anything, reducing the average email engagement rate.
Re-engagement emails aim to prompt the recipient to open your emails and take action. Otherwise, you must remove them from your email list to keep it healthy and accurate.
Here’s an example from Return Path:
Re-Engagement Sequence Template
Here’s a template you can edit and use to re-engage lost customers:
Subject line: We miss you
Hey [First Name]
We haven’t been in touch for quite some time, and we wanted to reach out and see how things are going.
Hopefully, you’re doing good, and if there have been any updates or changes in your current situation, we’d love to talk and see if there’s anything we can do to help.
5. Lead-Nurturing Email Sequence
A lead-nurturing email sequence aims to convert a lead into a paying customer.
The lead may have originated from a free webinar, free guide, free subscription, or any other lead magnet. Once you acquire the lead, the lead-nurturing sequence will help you turn them into paying customers by handling objections, providing social proof, and establishing value.
Here’s an example of a lead-nurturing email from Sleeknote:
Lead-Nurturing Email Sequence Template
Here’s a lead-nurturing email template you can use in your next email marketing campaign:
Subject line: [Article name]
Hi [First Name]
We hope you’re doing great.
Since you’ve shown interest in [product/blog post], we thought you might find this article helpful: [Link]
We’d love to hear more about your current [business needs], so we can structure ways to help you.
Are you available for a chat on Monday or Tuesday morning?
We hope to hear from you soon,
6. Abandoned Cart Email Sequence
A customer almost bought a product from your online store but changed their mind and left the items in the cart. What happened?
Well, abandoned carts are a big issue for ecommerce stores. Customers leave almost 70% of their online shopping carts, which may happen for several reasons.
But for whatever reason, an abandoned cart email sequence can help you get them back on track and complete their purchase.
Here’s an excellent example from Explore Cuisine:
Abandoned Cart Email Sequence Template
Here’s a template to help you design engaging abandoned cart emails to convince customers to go back to your store and complete their purchase:
Subject line: Your cart is ready when you are.
Hi [First Name]
It looks like you forgot something in your cart! It’s still waiting for you.
Use code [code name] to receive a 15% discount on your entire order if you check out in the next 24 hours.
[link to the abandoned cart].
Did you have any questions we could help with?
Reply to this email, and we’ll get back to you ASAP.
7. Cold Email Marketing Sequence
A cold email is an unsolicited message you send to introduce your brand to someone who’s never heard of you or your business.
When done right, a cold email sequence can be an effective way to nurture leads over time and cultivate a relationship with them, boosting your chances of converting them into customers.
Here’s an example:
Cold Email Sequence Template
Here’s a cold email you can use to reach out to a prospect using a little FOMO to get them interested:
Subject line: Scale [Company Name] in [Time Frame].
Hi [First Name],
I came across your profile while researching [company name].
I love how much you’ve done to scale the [department] team while being a go-to advisor for the company’s customer base.
However, I imagine you need help with [address the pain point your product solves].
I’m curious — do you have any client accounts at risk that could benefit from [your product]?
[Recognized competitor] needed a way to [what your solution offers].
Since using [your product’s name], their customers have experienced [business impact].
Does it make sense to look into how we can also help your team?
Conclusion for Effective Email Sequence Templates
Email sequences can help you nurture your leads and turn them into paying customers without writing a new email every time. The examples and templates above will help you start your email campaigns and attract leads to grow them to loyal customers.
As you build your own sequences, you’ll learn much about your target audience and most likely develop an automated email sequence that works for your business.
To achieve the best results with email outreach, we recommend using a professional email automation software