There are a whole bunch of ways that you can nurture new customers in the online space. One of the oldest strategies – via email sequence, is still one of the simplest and most effective ways to do it. Email Sequences have been around since the stone age, which in online terms means the late 90s, and there are some very good reasons why this strategy is still punching out awesome results for businesses across a heap of industries.

What Is An Email Sequence?

An email sequence refers to sending out a series of emails to someone that has interest in your product. Set-up correctly, a person would receive a sequence over a specific time period or when they take a particular action (i.e. open a specific email) in order to drive them to take a particular call-to-action. For a service, the end goal from the email sequence would be to sell your service. For an ecommerce business, the end goal would be to sell a product.


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A good email sequence will slowly nurture and build a relationship between the sender and the recipient. There is nothing worse than receiving an email from a business and being asked to make a monumental decision by someone you don’t know or trust. So, each email in the sequence should help to build more trust between the user and the sender and only after this trust and familiarity is developed should a business start thinking about asking a user to ‘Buy Now’.

A visual example of an email sequence can be seen below:

An example 6 part email sequence.

Who Receives The Emails?

Your email sequence is sent out to your email database. This is a collection of all the different email addresses you’ve collected over time. Some of the most common ways of collecting email addresses on your website are through enquiry submission forms or newsletter sign ups. However, emails can also be acquired through manual process and competition entries.

The main thing to keep in mind when collecting email addresses is relevance. You only want to send an email sequence to someone that is interested in your product and has potential to convert. There is no point in emailing a person that doesn’t have any interest in your product or service.

Segmenting email addresses is also critical. The more information that you can collect on each person, the easier it is to build a list based on similar characteristics. With people of similar demographics, you can then create a tailored email sequence specifically for that group. For example, an ecommerce store that sells mens and womens clothes will have a much higher conversion rate if they create two separate lists – one for males and one for females.

What Should The Emails Look Like?

The visual design of your emails will build familiarity and consistency for your brand. Today, there are are a host of free email platforms such as mailchimp that allow you to create awesome looking templates in no time and you don’t need to be a web developer to do it. These platforms that you design your email templates in can also act as the engine to create your automated sequence(s).


Ecommerce Emails

If you’re operating in the Ecommerce space, you want your emails to showcase your products. So imagery and product information is key. Some examples of Ecommerce email templates are shown below:

Ecommerce email from


Ecommerce email from


Service and Software Emails

When operating in a service or software industry, it’s best to keep your email design simple and personalised. The goal here is to make your email personal and sign it off from a particular individual from the business. This approach ensures that you keep the key faces of your business in contact with potential customers.


Why should my business create an email sequence?

Now you should have a pretty good idea about what an email sequence is, how it works and what it should look like. But, you might not yet be sold on why this marketing strategy is so awesome. Well, for those that want the complete run down take a look at some of these reasons.

The reach is big. Actually, it’s HUGE!

If you thought Facebook had a lot of active users, well, you’d be right. At the moment there are 1.94 billion monthly users on Facebook, but that’s nothing compared to the number of people with active email addresses. By the end of 2017, there will be over 3.7 billion active email addresses being used across the world. That’s 3.7 billion people around the world reading messages sent directly to their pocket, work or home. That’s a huge number of potential leads, customers and sales that you could be talking to and sharing your offering with each day, week or month.

The ROI is great

One of the absolute best aspects of email marketing is that it costs absolutely nothing to send an email. While you need to spend money to use Facebook’s ad manager or Google’s AdWords, sending an email to someone costs nothing. Zero. This is why email marketing offers such a great return on investment (ROI). Statistics show that on average for every $1 spent, email marketing generates $38 in ROI.

Your email list is something you own

Being the owner of your email database gives you an enormous amount of power. Unlike when using Facebook or Google, you don’t need to bow down to a big player in the online marketing world to use their system. Your email database is yours and that’s never going to change. So, there aren’t going to be any hidden fees that pop up.

Better still, Mailchimp offers a free account to those that are sending under 10,000 emails a month. This is a great place to get yourself set up to start.


Ready, get set, email!

With your new knowledge, you’re ready to start gathering leads and sales through email. If you’d like to learn more about how a fully customised email strategy could help your business, why not reach out to us at


Free Resource: 101 Email Subject Lines

With access to over 100 of the best email subject lines broken up into major categories, you’ll never suffer from email brain freeze again.


  • Md Al Amin

    Nice post. Got to know a lot about Email sequence.