As a business, what is your biggest concern? Despite implementing all the right strategies, many companies don’t see any engagement. However, it is not difficult to increase engagement in your business.
With email marketing, businesses can boost their reach, leading to high conversion and greater engagement. Since emails are the most common ways by which organizations communicate with their customers, leveraging email marketing can be a great way to acquire clients.
However, today, people are bombarded with numerous emails daily, many of which are irrelevant. So how do you create an email which stands out? This is where email sequences come in.
What is Email Sequencing?
Email sequencing refers to the process of automatically sending emails to people on your mailing list, based on certain characteristics. Email sequences are broad of two kinds, time-based and trigger-based.
Time-based email sequences are those emails that are sent to subscribers at preset time intervals. These emails are usually sent right after opt-in, 30 days after purchase, or on the subscription anniversary. Trigger-based emails, on the other hand, are sent whenever a user takes an action on your website, such as buying a product, downloading or browsing content, and shopping cart abandonment.
Examples of Email Sequences
As a business, you cannot send the same type of email to all customers. Emails need to be customized based on the actions taken by your users.
How do you ensure that your emails are conveying the right message? Often, company emails can get lost in the inbox of their customers, leading to low conversion and engagement.
Let us take a look at some examples of email sequences that will help you win customer loyalty.
#1. Lead Nurturing Email Sequence
A lead nurturing email sequence is sent when someone engages with your lead magnet. This is usually the first email a person receives when they interact with your brand. Some examples of lead nurturing email sequences include welcome emails and introduction emails. These emails help your customers become familiar with your products or services.
#2. Conversion Email Sequence
As the name suggests, conversion email help converts people on your mailing into well-qualifying and highly converting leads. Such emails aim to overcome the challenges that are preventing people from purchasing from your brand.
#3. Onboarding Email Sequence
Once a customer signs up or subscribes to your brand, it is time to onboard them. This is when you need to send an onboarding email. An onboarding email sequence provides all the information people require to stay engaged with your product. Onboarding emails usually provide a guide on how to use a product or service and how they can help solve your problems.
#4. Follow-up Email Sequences
Follow-up emails are sent after a customer has bought your product or service. Usually, these emails consist of convincing people to buy more related products. However, follow-up email sequences are also sent if a user has left some items in their shopping cart or interacted with the brand content. They are also sent after the welcome emails to help subscribers get accustomed to your brand.
#5. Renewal Email Sequences
Renewal email sequences interact with users before their current subscription plan expires. These emails usually send reminders to customers to renew their plans before time runs out. Such emails imply that a company is keen to keep people as their loyal customers and wants them to continue purchasing from them.
Some brands also provide incentives such as discounts or promotional offers to convince people to renew their subscription plans.
#6. Engagement Email Sequences
Engagement email sequences aim to convince consumers to remain loyal to the brand. These emails are customized as per the company’s goal and aimed at interacting with email receivers. Here, the subject lines are made enticing which compels the receiver to open them and engage with your email. For instance, “Spin the wheel and you could win a $500 voucher.”
How to Create an Email Sequence?
While each email sequence serves a purpose, here are some steps you can follow to create your own email sequence.
#1. Choose When to Trigger Emails
Before you send emails, decide the content you want to include in them. With triggers, you can apply actions to your subscribers as well as a follow-up from previous engagements.
#2. Build a Drip Email Sequence
A drip email campaign is a triggered sequence of automated emails that are sent on a pre-determined schedule. They segment subscribers based on certain characteristics and send targeted emails accordingly.
#3. Create Behavioral Email Workflows
Behavioral email workflows are emails that are sent based on past customer interaction. They are personalized accordingly and help subscribers engage more with your brand.
Conclusion
Email sequences help improve customer loyalty and engagement since they are personalized and customized as per needs. They are of different types and help convince people to purchase from your brand. What’s more, you don’t need to worry about sending emails manually, since email sequences automate your workflow.