210 lines
4.7 KiB
Markdown
210 lines
4.7 KiB
Markdown
# email-sequence reference
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## Core Principles
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### 1. One Email, One Job
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- Each email has one primary purpose
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- One main CTA per email
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- Don't try to do everything
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### 2. Value Before Ask
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- Lead with usefulness
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- Build trust through content
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- Earn the right to sell
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### 3. Relevance Over Volume
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- Fewer, better emails win
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- Segment for relevance
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- Quality > frequency
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### 4. Clear Path Forward
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- Every email moves them somewhere
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- Links should do something useful
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- Make next steps obvious
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---
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## Email Sequence Strategy
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### Sequence Length
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- Welcome: 3-7 emails
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- Lead nurture: 5-10 emails
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- Onboarding: 5-10 emails
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- Re-engagement: 3-5 emails
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Depends on:
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- Sales cycle length
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- Product complexity
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- Relationship stage
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### Timing/Delays
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- Welcome email: Immediately
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- Early sequence: 1-2 days apart
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- Nurture: 2-4 days apart
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- Long-term: Weekly or bi-weekly
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Consider:
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- B2B: Avoid weekends
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- B2C: Test weekends
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- Time zones: Send at local time
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### Subject Line Strategy
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- Clear > Clever
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- Specific > Vague
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- Benefit or curiosity-driven
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- 40-60 characters ideal
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- Test emoji (they're polarizing)
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**Patterns that work:**
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- Question: "Still struggling with X?"
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- How-to: "How to [achieve outcome] in [timeframe]"
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- Number: "3 ways to [benefit]"
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- Direct: "[First name], your [thing] is ready"
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- Story tease: "The mistake I made with [topic]"
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### Preview Text
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- Extends the subject line
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- ~90-140 characters
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- Don't repeat subject line
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- Complete the thought or add intrigue
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---
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## Sequence Types Overview
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### Welcome Sequence (Post-Signup)
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**Length**: 5-7 emails over 12-14 days
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**Goal**: Activate, build trust, convert
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Key emails:
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1. Welcome + deliver promised value (immediate)
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2. Quick win (day 1-2)
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3. Story/Why (day 3-4)
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4. Social proof (day 5-6)
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5. Overcome objection (day 7-8)
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6. Core feature highlight (day 9-11)
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7. Conversion (day 12-14)
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### Lead Nurture Sequence (Pre-Sale)
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**Length**: 6-8 emails over 2-3 weeks
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**Goal**: Build trust, demonstrate expertise, convert
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Key emails:
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1. Deliver lead magnet + intro (immediate)
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2. Expand on topic (day 2-3)
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3. Problem deep-dive (day 4-5)
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4. Solution framework (day 6-8)
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5. Case study (day 9-11)
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6. Differentiation (day 12-14)
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7. Objection handler (day 15-18)
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8. Direct offer (day 19-21)
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### Re-Engagement Sequence
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**Length**: 3-4 emails over 2 weeks
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**Trigger**: 30-60 days of inactivity
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**Goal**: Win back or clean list
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Key emails:
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1. Check-in (genuine concern)
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2. Value reminder (what's new)
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3. Incentive (special offer)
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4. Last chance (stay or unsubscribe)
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### Onboarding Sequence (Product Users)
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**Length**: 5-7 emails over 14 days
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**Goal**: Activate, drive to aha moment, upgrade
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**Note**: Coordinate with in-app onboarding—email supports, doesn't duplicate
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Key emails:
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1. Welcome + first step (immediate)
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2. Getting started help (day 1)
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3. Feature highlight (day 2-3)
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4. Success story (day 4-5)
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5. Check-in (day 7)
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6. Advanced tip (day 10-12)
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7. Upgrade/expand (day 14+)
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**For detailed templates**: See [references/sequence-templates.md](references/sequence-templates.md)
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---
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## Email Types by Category
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### Onboarding Emails
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- New users series
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- New customers series
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- Key onboarding step reminders
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- New user invites
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### Retention Emails
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- Upgrade to paid
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- Upgrade to higher plan
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- Ask for review
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- Proactive support offers
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- Product usage reports
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- NPS survey
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- Referral program
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### Billing Emails
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- Switch to annual
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- Failed payment recovery
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- Cancellation survey
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- Upcoming renewal reminders
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### Usage Emails
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- Daily/weekly/monthly summaries
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- Key event notifications
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- Milestone celebrations
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### Win-Back Emails
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- Expired trials
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- Cancelled customers
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### Campaign Emails
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- Monthly roundup / newsletter
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- Seasonal promotions
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- Product updates
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- Industry news roundup
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- Pricing updates
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**For detailed email type reference**: See [references/email-types.md](references/email-types.md)
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---
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## Email Copy Guidelines
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### Structure
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1. **Hook**: First line grabs attention
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2. **Context**: Why this matters to them
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3. **Value**: The useful content
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4. **CTA**: What to do next
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5. **Sign-off**: Human, warm close
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### Formatting
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- Short paragraphs (1-3 sentences)
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- White space between sections
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- Bullet points for scanability
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- Bold for emphasis (sparingly)
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- Mobile-first (most read on phone)
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### Tone
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- Conversational, not formal
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- First-person (I/we) and second-person (you)
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- Active voice
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- Read it out loud—does it sound human?
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### Length
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- 50-125 words for transactional
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- 150-300 words for educational
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- 300-500 words for story-driven
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### CTA Guidelines
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- Buttons for primary actions
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- Links for secondary actions
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- One clear primary CTA per email
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- Button text: Action + outcome
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**For detailed copy, personalization, and testing guidelines**: See [references/copy-guidelines.md](references/copy-guidelines.md)
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---
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