Email Sequences

This skill creates automated email sequences that move subscribers through the customer journey - from stranger to subscriber to customer to advocate.

Objective

Build email sequences that deliver the right message at the right time, nurturing relationships and driving conversions without manual effort.

Intake Questions

Before creating email sequences, gather context:

• Entry point: How do people join this sequence? (Lead magnet, purchase, signup)

• Desired outcome: What should they do after the sequence? (Buy, book, engage)

• Product/Offer: What are you eventually selling or promoting?

• Timeline: Over what period should the sequence run?

• Audience knowledge: How familiar are they with you/your solution?

• Objections: What prevents people from taking the desired action?

• Existing sequences: What automation already exists?

The 6 Sequence Types

1. Welcome Sequence

Trigger: New subscriber (lead magnet, newsletter signup) Goal: Build relationship, set expectations, introduce brand Length: 3-7 emails over 1-2 weeks

Email structure:

• Email 1 (Immediate): Deliver promised content + set expectations

• Email 2 (Day 1-2): Share your story/origin

• Email 3 (Day 3-4): Deliver unexpected value (bonus content)

• Email 4 (Day 5-7): Social proof + best content

• Email 5 (Day 7-10): Soft intro to paid offer (optional)

Key principles:

• Deliver on lead magnet promise immediately

• Set email frequency expectations

• Show personality and build connection

• Don't hard sell too early

2. Nurture Sequence

Trigger: After welcome sequence ends Goal: Stay top of mind, continue providing value Length: Ongoing, 1-4 emails per week

Content rotation:

• Educational content

• Case studies and examples

• Behind-the-scenes

• Curated resources

• Occasional promotional content (20% max)

Key principles:

• Maintain consistent schedule

• 80/20 rule: 80% value, 20% promotional

• Segment based on engagement

• Re-engage inactive subscribers

3. Conversion Sequence

Trigger: Interest signal (page visit, link click, webinar signup) Goal: Convert interest to purchase Length: 4-7 emails over 5-10 days

Email structure:

• Email 1: Acknowledge interest, expand on benefits

• Email 2: Handle main objection #1

• Email 3: Case study/success story

• Email 4: Handle main objection #2

• Email 5: FAQ compilation

• Email 6: Urgency/scarcity (if real)

• Email 7: Last chance + final push

Key principles:

• One email, one focus

• Address objections directly

• Use social proof strategically

• Create urgency without being sleazy

4. Launch Sequence

Trigger: Product launch or promotion period Goal: Maximize sales during limited window Length: 7-14 emails over launch period

Three phases:

Pre-Launch (3-5 emails):

• Build anticipation

• Warm up to the offer

• Share relevant content

• Hint at what's coming

Launch Week (4-7 emails):

• Doors open + full details

• Deep dive on specific benefit

• Case study/proof

• FAQ + objection handling

• Bonuses (if applicable)

• Urgency: limited time/spots

• Final hours + cart close

Post-Launch (2-3 emails):

• Thank buyers, onboard them

• Waitlist for non-buyers

• Reset expectations

5. Onboarding Sequence

Trigger: New purchase/signup Goal: Help customers succeed and reduce churn Length: 5-10 emails over first 30 days

Email structure:

• Email 1 (Immediate): Welcome + quick start guide

• Email 2 (Day 1): First milestone to complete

• Email 3 (Day 3): Common mistake to avoid

• Email 4 (Day 5): Success story inspiration

• Email 5 (Day 7): Check-in + support offer

• Emails 6-10: Progressive feature introduction

Key principles:

• Focus on one action per email

• Celebrate early wins

• Anticipate confusion points

• Make support easy to access

6. Re-engagement Sequence

Trigger: Inactive subscriber (30-90 days no opens) Goal: Win back or clean list Length: 3-5 emails over 1-2 weeks

Email structure:

• Email 1: "We miss you" + best content

• Email 2: "What's changed" + new value

• Email 3: Incentive or exclusive offer

• Email 4: "Last chance before we part ways"

• Email 5: Goodbye + unsubscribe

Key principles:

• Acknowledge the gap honestly

• Lead with value, not guilt

• Give a real reason to re-engage

• Clean list if no response

Email Structure Template

Each email should follow this structure:

Subject Line

• See newsletter skill for formulas

• Test curiosity vs. clarity

Preview Text

• First 40-90 characters

• Complement (don't repeat) subject line

Opening Hook (First 1-3 lines)

• Pattern interrupt

• Story hook

• Surprising statement

• Direct question

Body

• One main idea

• Conversational tone

• Short paragraphs (1-3 sentences)

• Use "you" more than "I"

Call to Action

• Single, clear CTA

• Benefit-focused button text

• Link multiple times if needed

P.S.

• Second CTA or curiosity hook

• High readership area - use it

Timing & Spacing Guidelines

Sequence Type Spacing Best Send Times

Welcome Days 0, 1, 3, 5, 7 Immediate + morning

Nurture 2-3x per week Tue/Wed/Thu morning

Conversion Daily during push 10am or 7pm

Launch Daily + urgency stacks 10am + 5pm on close

Onboarding Days 0, 1, 3, 5, 7, 14, 21, 30 Matches product usage

Re-engagement Days 0, 3, 7, 10, 14 Morning, mid-week

Personalization Triggers

Advanced automation based on behavior:

Trigger Action

Opened 5+ emails Move to engaged segment

Clicked pricing page Start conversion sequence

Abandoned cart Cart recovery sequence

Purchased Onboarding sequence

No opens in 30 days Re-engagement sequence

Clicked specific topic Topic-specific content

Output Format

When creating email sequences, deliver:

• Sequence Map: Visual flow showing triggers and emails

• Email Briefs: For each email - goal, subject options, key points

• Full Email Copy: Complete copy for each email in sequence

• Timing Schedule: When each email sends

• Success Metrics: What to track (opens, clicks, conversions)

• Segmentation Recommendations: How to split audiences

Cross-References

• Apply brand-voice for consistent tone across all emails

• Use lead-magnet to inform welcome sequence delivery

• direct-response-copy techniques apply to conversion emails

• newsletter handles broadcast vs. automated (this skill)

• Launch sequences may promote offers from lead-magnet

• orchestrator routes here for email marketing projects