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Email Sequence Patterns

Sequence Fundamentals

Every email in a sequence has one job. Don't try to accomplish everything in one email—spread the journey across multiple touches with clear purpose at each step.

Sequence math: Expect 20-30% of recipients to open each email. Structure accordingly—front-load the most important content and don't assume they've read previous emails.

Timing Guidelines

Welcome sequences: Email 1 immediately on signup. Email 2 at 24-48 hours. Subsequent emails every 2-3 days. Total: 5-7 emails over 2-3 weeks.

Nurture campaigns: Space emails 3-5 days apart. Total depends on sales cycle—shorter cycles get 4-6 emails, longer cycles get 8-12 emails.

Re-engagement: Start 30-90 days after last activity. 3-4 emails over 2 weeks, then final "goodbye" email. Don't drag it out.

Newsletters: Consistent cadence matters more than frequency. Weekly, bi-weekly, or monthly—pick one and stick to it.

Sequence Structures

Welcome Sequence (5-7 emails)

  1. Immediate Welcome — Confirm signup, deliver any promised asset, set expectations
  2. Value Story — Why you exist, what problem you solve
  3. Quick Win — One actionable thing they can do right now
  4. Social Proof — Customer stories, results, testimonials
  5. Feature Highlight — One key feature explained well
  6. Overcome Objection — Address common hesitation
  7. Clear CTA — Drive to trial, demo, or purchase

Nurture Sequence (6-8 emails)

  1. Problem Awareness — Agitate the pain point
  2. Solution Overview — How your approach is different
  3. Education — Teach something valuable (builds trust)
  4. Case Study — Real customer, real results
  5. Comparison — How you stack up (tactfully)
  6. Offer — Clear next step with incentive
  7. Urgency — Time-limited or scarcity element
  8. Final Push — Last chance, direct ask

Re-engagement Sequence (3-4 emails)

  1. We Miss You — Acknowledge absence, remind of value
  2. What's New — Updates they missed, new features
  3. Special Offer — Incentive to return
  4. Final Goodbye — If no response, clean the list

Subject Line Formulas

Question format: "Still struggling with [problem]?" "Ready to [desired outcome]?"

Number format: "5 ways to [benefit]" "The 3-step [process]"

How-to format: "How to [achieve outcome] without [pain]"

Curiosity format: "The [topic] mistake everyone makes" "Why [common belief] is wrong"

Direct format: "[Benefit] — here's how" "Your [asset/feature] is ready"

Personal format: "Quick question about [topic]" "[Name], a thought for you"

Write 3 subject line options per email—one safe, one bold, one curiosity-driven. Test to find what resonates.

Email Structure

Opening hook (1-2 sentences): Start with them, not you. Lead with problem, question, or story.

Body (3-5 short paragraphs): One idea per paragraph. Short sentences. White space. Use "you" more than "we."

CTA (clear and single): One primary action per email. Button + text link. Make it obvious.

PS line: Optional but high-read section. Reinforce CTA or add secondary point.

Segmentation Triggers

Good sequences respond to behavior. Common triggers:

  • Opened but didn't click — Resend with different subject/angle
  • Clicked but didn't convert — Address specific objection
  • Converted — Move to different track (onboarding, upsell)
  • No opens after 3 emails — Move to re-engagement or suppress

Personalization Levels

Basic: First name, company name in subject/greeting

Intermediate: Referenced product/feature, industry-specific examples

Advanced: Behavior-based content (what they clicked, viewed, downloaded)

Start with basic personalization. Add more as you learn what works.

Legal Requirements

Include unsubscribe link in every email. Honor opt-outs within 10 days (CAN-SPAM). Include physical address. Don't use deceptive subject lines. GDPR/CCPA: respect consent and provide easy data access/deletion.