An email sequence is a collection of messages – typically from one email campaign – that are designed to be opened and read as a whole. Email marketing experts recommend using an email sequence to engage your audience with a set of connected emails that build on each other’s content.
You can use an email sequence for a variety of marketing tasks, including boosting engagement and boosting conversion. When used correctly, an email sequence can increase the chance of a customer making a purchase by up to 23%.
Creating An Email Sequence
Creating an email sequence is relatively easy – just make sure that each email in the collection builds on the previous one. To create an email sequence, start with a welcome email that prompts the reader to follow a link to a catalog or a offers page. Then, send out several more emails that promote various products or services in your market.
For example, you can send a series of emails that promote your new luxury goods catalogue. Each email in the sequence can contain a link to the next email in the series. Your first email in the sequence might contain very general information about your products and services, but each subsequent email in the sequence can be more specific about a product or service that the reader has shown an interest in. This encourages them to stay in the series and complete the entire sequence.
You can also use an email sequence to promote a special sale or discount on a regular basis. Send out an email every week or two with new information on the sale or discount – but don’t overuse this tactic, as it may seem like a spam tactic to your customers.
Why Use An Email Sequence?
Depending on the type of product you sell, you may decide that using an email sequence makes perfect sense. If you sell luxury goods or items that people want to keep secret – such as a designer handbag or a bottle of wine – then you can use email marketing to promote a one-time sale or discount. People are generally more likely to buy something unique and expensive without wanting to share it with the world, so the secrecy of your products allows you to segment your audience and encourage them to engage with your offers. Your customers might not even know the exact make and model of the bag they’re buying, so they may not realize that they’re breaking the law by buying something they shouldn’t.
For other items, like clothing or shoes, consumers can be more inclined to try on multiple outfits and share what they like and don’t like about each design with their friends. Using an email sequence to promote a new collection of clothing allows you to reach more people than you could individually – and encourage them to engage with your content in the process.
How Can An Email Sequence Help You?
Depending on your product and the type of sale you’re promoting, you may decide that an email sequence is the best way to go. Here are some of the benefits of using an email sequence in your marketing:
It Builds Customer Awareness And Interest
One of the key benefits of using an email sequence is that it allows you to build customer awareness and interest in your product or service. Your first email in a series can contain general information about your company and the types of items you sell. However, subsequent emails in the series should contain more specific information about your products – such as where to find them or what they’re made of.
People like to be informed about new developments in their favorite brands and industries, and an email sequence allows you to keep them abreast of what’s going on.
You Can Measure The Results Of Your Campaign
Another important benefit of using an email sequence is that you can measure the results of your campaign. Just track the links that were clicked on in the various emails in the sequence and see which ones led to the most conversions – or purchases – and which ones led to the least.
You can then use this data to determine what types of content and offers your customers respond to best and whether or not you should change up your campaigns to better fit their needs. For example, maybe your customers don’t respond well to offers for designer handbags, but they do like to receive discounts on luxury items.
It Increases Engagement
One of the biggest benefits of using an email sequence is that it can increase engagement. Customers like to be engaged with content that is relevant to them, and they feel that way when it comes to email marketing – whether or not they realize it. When you engage with your audience through an email newsletter or other types of email campaigns, you are giving them value and keeping them up to date on all the latest news and developments within your company.
If you’re sending out a series of emails, make sure that each email in the sequence contains relevant and interesting content. If you’re finding it difficult to keep customers interested in your products, change up the pitch a little bit – but don’t be reckless and spammy. Add value and interesting tidbits of information where you can, and make sure that each email has something new to offer – whether it’s an interesting story, a discount, or a link to an online store that they didn’t already know about. This will help keep your customers engaged and make them want more from your company.
Finally, a massive benefit of using an email sequence is that it’s usually cost-effective. You can set up a simple email marketing campaign for an incredibly affordable price, and you’ll see huge results without having to break the bank. Just make sure that you don’t overuse this tactic and end up with a gagging email list.
You can use third-party email marketing platforms – like MailChimp or HubSpot – or you can use a tool like Benchmarq to create your own email campaigns with ease. Whatever your budget allows, you can find an email marketing provider that will fit perfectly into your budget – and you’ll soon see the benefits of an affordable email marketing solution.
The Ultimate Goal
The benefit of using an email sequence is that it helps you build a relationship with your customers. People like to feel that they’re getting special treatment from brands they like, and when you send out a carefully crafted email sequence that builds trust and shows that you’re willing to go that extra mile for them, they’re more likely to feel that way. Plus, you’ll likely see an increase in sales as a result.
Here’s an example of how a brand used an email sequence to create a unique set of customers for themselves. The French brand, Montelimar, saw a huge increase in sales after they launched a luxury goods email series.
They sent out a series of emails with information about their latest collections, and at the end of the email, they included a special discount code. Based on the results of that email campaign, they decided to create a similar series – but this time, they included a personalized message from the brand and a special discount code just for that customer. The result? An 89% increase in sales from the previous email in the sequence.
So, in conclusion, what is an email sequence and why should you use it? An email sequence is a collection of messages – typically from one email campaign – that are designed to be opened and read as a whole. You can use an email sequence to promote a variety of products and services, including special sales and discounts. When used correctly, an email sequence can increase the chance of a customer making a purchase by up to 23%.