However, sending one email never intrigues prospects. You can’t expect to build a loyal customer base with just one follow-up. But you cannot write a gazillion emails and send them to each subscriber, as that would be tiresome.
This inconsistency often slips opportunities through the cracks. That’s where automated email sequences come into the picture. An email Sequence is a series of email touchpoints sent over time with the intent to convert high-value leads into customers.
This guide walks you through every nitty-gritty detail of setting up email sequences for CRM with examples.
Email Sequences – What is it?
Email Sequences are emails sent automatically to a prospect or customer using automation software. These emails are triggered by your company’s predefined criteria, which can be either time or event-based.
The intent for creating email sequences depends on marketers. While some adopt this approach to get the prospect to reply, while others follow email sequences to build brand awareness. Whatever the reason, you must follow the right follow-up email sequence to yield the best possible outcome.
The more value you add to your email lists, the higher profit you’ll generate from them. Email sequences are also known by different names, such as lifecycle emails, email marketing automation, drip emails, and autoresponders. Whatever you call this approach, it works wonders for any business if executed appropriately.
What are the benefits of Email Sequences?
Have you recently entered the marketing industry? Wondering whether or not investing in this approach is worth it? Here, we have mapped out some practical benefits of setting up email sequences to simplify your decision.
This approach helps you scale
Email sequences need to be set up once, and then they work automatically. It’s like having an online salesperson who keeps running your business even while you sleep.
Maps out your customers’ journey and emails will keep them engaged. This approach works whether you have 100, 10K, or a million subscribers, thus helping you scale your business while taking care of other vital components.
It drives more conversions
There’s no second thought that sending consistent emails create an excellent opportunity to engage with interested customers. It simply helps you address more objections and provide discounts and offers on time to re-iterate the benefits in your email sequence.
Once subscribers start engaging with your emails, it’s a matter of nudging them to seal the deal. Email sequences help you build trust and establish a more profound connection with a customer, thus increasing sales and cash flow.
Improve customer retention rate
Since emails are sent based on customers’ past interactions, it automatically improves customer retention rates. It helps you understand customers’ needs precisely, thus helping businesses to address their concerns on time.
With email sequences, you can segregate customers based on their intent and send messages appropriate for each stage. It also makes the customer feel more valued as they are guided throughout their journey.
The proper automated email sequence can increase customer engagement, thus helping your business thrive. It lets you send customers post-purchase, loyalty, and re-engagement emails to return them for another purchase.
Email Sequences with Examples
Setting up an email sequence depends from business to business, but some common sequences cater to all marketers’ requirements. The best part – you just have to set it up once, and it works for you like clockwork, thus allowing you to focus on other important tasks.
Unsure about where to start? Here’s a quick overview of the major types of email sequences with examples. These templates can help you connect with numerous prospects while staying consistent with your messaging.
1. Welcome Email
It is the first direct communication with a subscriber. Since it acts like a first impression of your brand, make it count. When drafting a welcome email sequence, you should remember three vital things.
- Keep the tone positive and congratulatory.
- Align your design and voice of writing with your brand.
- Instruct the readers on what to do next.
Also, make sure that your welcome emails shouldn’t exceptionally long. E-commerce businesses may even send them a discount in exchange for their personal information.
Here’s an example
Hey (recipient’s name)!
You’re the newest member of our growing community. We are thrilled to have you on our platform.
You are now a part of our organization, and we look forward to our connection. Give our platform a try, and let us know how it goes.
And guess it’s completely free to start.
Regards (Sender’s name)
2. Onboarding Email
Such emails are great for helping subscribers reach the moment where they eventually realize the product’s value. These emails help improve customer retention and engagement. The onboarding email sequence acts like a playground to turn a free trial into a paid membership.
Such emails are beneficial as they focus on benefits rather than features. If sent precisely, they feel personalized and convert a prospect into paying customer. It educates the user about your app or product, so they can take further action. Draft these emails carefully, as they can influence the prospect’s buying decision.
Here’s an example
Welcome to (company name),
Thanks for signing up with us.
With your new account, you’ll get (tools), (benefits), and 24/7 customer support. If you haven’t already done so, complete your profile and add your preferences to get started.
Regards (sender’s name)
3. Renewal Email
As the name suggests, renewal emails should be sent before the renewal date. Remember to start a campaign, not just one email, to push the customer toward renewing the subscription. Also, don’t forget to stop these emails once the subscriber has paid using automation features in your ESP.
Here’s an example
Hello (Customer Name),
We hope you’ve enjoyed your journey with us. As a reminder, your membership renews in 30 days.
Please renew the status within the deadline to avoid services without interruption.
Regards (Sender’s name)
4. Abandoned Cart Email
It is the best opportunity to turn a lead into a paying customer since the person already intends to buy. You can set up a single abandoned cart email or a series displaying items customers have left behind.
You can even add a product recommendation block to suggest similar items from your store. If you are intended to close the deal as soon as possible, consider adding incentives in the form of free shipping, discount code, or extended free trial.
Before you draft an abandoned cart email sequence, make these emails engaging. Cart abandoned email series don’t have to be dead serious or pushy. These emails should be drafted to capture the customer’s attention. Re-engage their interests with catchy lines and bring them back to your site.
Here’s an example
Hey (Customer Name),
Thank you for visiting our site. You like what you see!! Then what keeps you holding? Don’t miss out on this item, as exclusive coupons and promos are available for you.
We are keeping the items you added to your card, but only for a limited time. Complete the purchase now before the deals fade away.
Regards (Sender’s name)
5. Re-Engagement Email
The primary intent of setting up a re-engagement email sequence is not to push sales but to fetch customers’ attention. There’s no specific rule on when you should begin this email series. You can set your condition and limit of inactive days of a subscriber before sending these emails.
Re-engagement emails are often sent to connect with inactive customers. Companies often adopt this approach when their clients haven’t interacted with them or purchased in a while. Sending these emails can prompt them to become active buyers and improve customer relationships.
Here’s an example
Hello (recipient’s name),
We missed you!! Here’s an update on how much money our members saved while you were away. Click here to activate your coupons and start saving. Hurry up; it’s a limited-time offer!!
Best (sender’s name)
6. Improved Sales Email
These emails allow customers to buy additional items that complement their initial order. However, such emails don’t have to shout, “Buy me now.” Instead, they emphasize the benefit of an item and how it will complement their initial order.
Here’s an example
Hello (customer’s name),
We know you’ve booked a hotel stay with us in Berkeley, but do you know how to spend your time here? We have created a day-to-day itinerary to make your trip a pleasurable affair.
Best Regards (sender’s name)
In conclusion, creating an email sequence to improve ROI and customer engagement doesn’t have to be overwhelming. However, you must learn to get the frequency right, be personal, and send emails responding to user activity. Don’t forget to include a clear and strong call to action in every email.
