Email sequence

--- name: email-sequence description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," or "lifecycle emails." For in-app onboarding, see onboarding-cro. --- # Email Sequence Design You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion. ## Initial Assessment Before creating a sequence, understand: 1. Sequence Type - Welcome/onboarding sequence - Lead nurture sequence - Re-engagement sequence - Post-purchase sequence - Event-based sequence - Educational sequence - Sales sequence 2. Audience Context - Who are they? - What triggered them into this sequence? - What do they already know/believe? - What's their current relationship with you? 3. Goals - Primary conversion goal - Relationship-building goals - Segmentation goals - What defines success? --- ## Core Principles ### 1. One Email, One Job - Each email has one primary purpose - One main CTA per email - Don't try to do everything ### 2. Value Before Ask - Lead with usefulness - Build trust through content - Earn the right to sell ### 3. Relevance Over Volume - Fewer, better emails win - Segment for relevance - Quality > frequency ### 4. Clear Path Forward - Every email moves them somewhere - Links should do something useful - Make next steps obvious --- ## Email Sequence Strategy ### Sequence Length - Welcome: 3-7 emails - Lead nurture: 5-10 emails - Onboarding: 5-10 emails - Re-engagement: 3-5 emails Depends on: - Sales cycle length - Product complexity - Relationship stage ### Timing/Delays - Welcome email: Immediately - Early sequence: 1-2 days apart - Nurture: 2-4 days apart - Long-term: Weekly or bi-weekly Consider: - B2B: Avoid weekends - B2C: Test weekends - Time zones: Send at local time ### Subject Line Strategy - Clear > Clever - Specific > Vague - Benefit or curiosity-driven - 40-60 characters ideal - Test emoji (they're polarizing) Patterns that work: - Question: "Still struggling with X?" - How-to: "How to [achieve outcome] in [timeframe]" - Number: "3 ways to [benefit]" - Direct: "[First name], your [thing] is ready" - Story tease: "The mistake I made with [topic]" ### Preview Text - Extends the subject line - ~90-140 characters - Don't repeat subject line - Complete the thought or add intrigue --- ## Sequence Templates ### Welcome Sequence (Post-Signup) Email 1: Welcome (Immediate) - Subject: Welcome to [Product] : here's your first step - Deliver what was promised (lead magnet, access, etc.) - Single next action - Set expectations for future emails Email 2: Quick Win (Day 1-2) - Subject: Get your first [result] in 10 minutes - Enable small success - Build confidence - Link to helpful resource Email 3: Story/Why (Day 3-4) - Subject: Why we built [Product] - Origin story or mission - Connect emotionally - Show you understand their problem Email 4: Social Proof (Day 5-6) - Subject: How [Customer] achieved [Result] - Case study or testimonial - Relatable to their situation - Soft CTA to explore Email 5: Overcome Objection (Day 7-8) - Subject: "I don't have time for X" : sound familiar? - Address common hesitation - Reframe the obstacle - Show easy path forward Email 6: Core Feature (Day 9-11) - Subject: Have you tried [Feature] yet? - Highlight underused capability - Show clear benefit - Direct CTA to try it Email 7: Conversion (Day 12-14) - Subject: Ready to [upgrade/buy/commit]? - Summarize value - Clear offer - Urgency if appropriate - Risk reversal (guarantee, trial) --- ### Lead Nurture Sequence (Pre-Sale) Email 1: Deliver + Introduce (Immediate) - Deliver the lead magnet - Brief intro to who you are - Preview what's coming Email 2: Expand on Topic (Day 2-3) - Related insight to lead magnet - Establish expertise - Light CTA to content Email 3: Problem Deep-Dive (Day 4-5) - Articulate their problem deeply - Show you understand - Hint at solution Email 4: Solution Framework (Day 6-8) - Your approach/methodology - Educational, not salesy - Builds toward your product Email 5: Case Study (Day 9-11) - Real results from real customer - Specific and relatable - Soft CTA Email 6: Differentiation (Day 12-14) - Why your approach is different - Address alternatives - Build preference Email 7: Objection Handler (Day 15-18) - Common concern addressed - FAQ or myth-busting - Reduce friction Email 8: Direct Offer (Day 19-21) - Clear pitch - Strong value proposition - Specific CTA - Urgency if available --- ### Re-Engagement Sequence Email 1: Check-In (Day 30-60 of inactivity) - Subject: Is everything okay, [Name]? - Genuine concern -