Email is one of the best marketing tools available. With an outstanding return on investment ($36 for every $1 spent), email gives you a lot of bang out of a little budget.
But randomly sending emails into the void won’t cut it. If you want to see conversions come, you’re going to have to put some thought into a cohesive plan.
That’s where email marketing sequences come in.
An email marketing sequence is a series of pre-planned emails sent to your subscribers over time. Each email has a purpose — whether it’s introducing your business, sharing content or making a sales push. Think of it as a way of taking your customers on a journey from initial awareness about your brand to gaining their trust and earning their business.
If you’re ready to stop sending meandering emails and start making a solid sequence, here’s what you need to know.
The Key Elements of an Effective Email Marketing Sequence
An email marketing sequence that gets results should have the following elements:
1. A Compelling Welcome Email
Your welcome email is going to set the tone for the entire relationship, so it’s important to make a fantastic first impression. Use it to thank your subscriber for signing up, briefly introduce your brand’s missions and values, and conclude by offering something valuable like a discount or free resource.
2. Value-Driven Content
If every email you send is just a thinly veiled sales pitch, your subscribers likely won’t stick around for long. Instead, offer content that’s genuinely helpful and relevant. This could include insider knowledge about your industry, thought leadership pieces, educational articles or tips, or exclusive access to tools or resources.
3. Strategic Follow-Ups
Timing is everything. When (and how often) you follow up with your subscribers matters. You need to strike a balance between “top of mind” and “not actively annoying.” Send follow-up emails to check in after the initial welcome, remind them of an offer they might have missed, send a deal for an item you noticed them viewing, or share relevant company news.
4. Use Strong Calls-to-Action (CTAs)
Every email you send out should have a clear next step for the reader to take. You wouldn’t be sending the email if you didn’t want them to do something, so don’t be shy about telling them what it is. Whether it’s to read a blog post, register for a webinar, or make a purchase, your CTA should be straightforward and compelling.
Tips to Boost Your Email Sequence Success
Are you ready to kick your email marketing sequences up a notch? Here are some of our favorite tips.
Get Personal
Personalized emails have higher open rates than their generic counterparts. Addressing the subscriber by name, tailoring content based on their preferences and “remembering” (via customer relationship management software) important dates like birthdays and anniversaries can drastically improve engagement.
Segment Your Audience
Not all subscribers are the same. Grouping your audience into segments based on information such as interests, purchase history, or where they are in the customer journey allows you to send targeted emails that resonate with each slice of your audience.
Use Consistent Branding
From your email’s tone to its design, consistency is key. Make sure your emails reflect your brand’s overall personality and aesthetic.
Test and Optimize
Even the “perfect” email sequence won’t stay perfect forever. Use A/B testing for subject lines, email formats and CTAs to help you figure out what resonates best with your audience. Keep refining your sequences based on the data you collect.
What’s the Next Step in Your Sequence?
An email marketing sequence isn’t just about sending a bunch of emails — it’s about building trust, delivering value, and guiding your audience toward a decision. By including the right elements and leveraging personality and segmentation, you’ll create sequences that not only nurture leads but also lead to meaningful results.
Whether you’re just getting started with email marketing or looking to take your already successful strategy to the next level, Mischa Communications can help. Let’s move forward together!