7 email marketing sequences marketers need to keep your list engaged and wanting to buy.

Building an email list isn’t even the half of it. How you keep that email list alive and wanting more is where the good become great.

The 6 essential email sequences

1. Transactional

2. Welcome

3. Nurture

4. Abandonment

5. Completion

6. Contribution

7. Review reminder

Transactional email

These emails are when you send the lead product-related information;

1. Download link to their free lead magnet

2. Forgot password emails

3. Invite to login

4. Confirm their email (double opt-in)

👍 Make it short and sweet and allow the user to get right to the solution.

👍 The action is usually a link to where they achieve the desired outcome

With Systeme, most of these emails are taken care of when it comes to forgotten passwords and invites to log in to the member’s areas.

Welcome email

This is as it says on the tin. It’s the online introduction after the handshake.

You’ve given your new lead something, perhaps for free or they’ve purchased something.

Now you get to introduce yourself formally.

The welcome email shouldn’t be all about you, and where it is about you it should reinforce what it is about you that can help your new online buddy in achieving their goals.

👍 Keep it short, even X-factor has a time limit on the sob stories. Give them the bird’s eye view.

👍 Delay this email by a couple of days after the purchase. Use it as an opportunity to check-in.

👍 Set some expectations. Frame the experience your new online friend has embarked on.

Nurture emails

These are usually 5 to 15 emails over some days or weeks. The idea is to nudge the lead along to take action and buy something from you.

This is where you can lose a lot of leads and customers so make sure you don’t spam their inboxes or give them too many instructions before they have time to complete the previous tasks.

👍 Delay these by days to give your lead breathing room.

👍 Don’t come across needy, few and far between but not so long they forget who you are.

👍 Tell a story. These are great emails for the hook-story-offer framework.

Abandonment

These emails are for when a customer has stopped short of the mark. You send them a gentle reminder to complete what they are doing.

A common use for this is the abandoned cart sequence, but they can be used for any time a user doesn’t finish something like a course.

👍 Use the 9 word email framework - “{Name}, are you still interested in increasing your sales?”

👍 Remind them of their desires and how they’re not achieving them.

👍 Use a link to get them right back to work or finish that order.

Completion

The opposite of abandonment. The completion email celebrates the user’s achievements and gives them a hit of dopamine and serotonin. Make them feel accomplished and spur them on to take more action.

👍 Great for course completion and can even be used in the initial welcome/transactional email.

👍 Make use of the momentum and guide them to more action.

👍 Send them some sort of certificate or shout them out on your socials and send the proof.

Review reminders

Reviews make getting new clients a lot easier and it lets you know you’re doing a good job. Ask users for reviews or survey their satisfaction and improve your service for more to come.

👍 Send them an official review link like Google.

👍 Don’t suggest they only leave a good review, let them be honest.

👍 Don’t fork reviews by sending the good ones to Google and suppressing bad ones.

Contribution

Include your customers and leads in new product launch ideas. Once you have an email list, the best thing you can do is make products specifically for people who have shown interest in buying.

👍 Ask what you should make your next YouTube video about.

👍 Improve old products based on their needs.

👍 Make it an open discussion, there are no wrong answers.

Round up

Your email list is only as strong as it is engaged. Keep reaching out and keep your leads and customers involved with your work and make it for people who want it. Emails don’t have to be long and they certainly don’t have to be graphic-designed posters.

Aim to connect and communicate.