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How to Write an Email Sequence Template That Really Works
- Olha Berezhna
- Oct 21
- 13 min read
Let's be honest: most emails will sit in recipients' inboxes, unopened. Statistics show that by 2025, the average email open rate will range from 15% to 45% across various industries, indicating that 55% to 85% of emails will go unopened.
But if you want to increase the predictability of your email campaigns, it's worth taking a closer look at the building flow email marketing process.
According to Klaviyo, the average open rate for automated email sequences across all industries is around 50%. However, let's explore all the benefits and intricacies of email automation. Grab a coffee and dive into the automated email marketing campaigns.
What Is an Email Flow?
Email automation flow is like dominoes: the first trigger sets off a wave of subsequent emails. But unlike dominoes, where the sequence is fixed after the initial push, in email marketing everything depends on the user’s actions — or inactions.
For example, a lead subscribes to your newsletter and receives a welcome email with a bonus. A website visitor makes a purchase and gets a post purchase email sequence with a bonus for the next order.
The best part? All of this happens automatically — whether it’s 4 a.m. or 10 p.m. — without any manual effort on your part. I bet you are thinking about how to create an email sequence. Let’s figure it out step by step.
Email Sequences vs. One-Off Campaigns
The pain of one-off campaigns (if sending one at 4 AM doesn't convince you) is that you're wasting your efforts by sending the same message to your entire database (regardless of whether they're ready to hear it or not).
Automated email nurture sequence is like one-to-one conversations that happen at the right time and place. And the key here is maintaining message relevance. For example, a first-year student at an online school might receive an onboarding guide, while an advanced-level student might receive a progress report and a list of milestones.
Email Sequence Fundamentals
What is an Email Sequence?
An email sequence is generally considered a series of emails that are automatically sent in a specific order. It works like a playlist with recommendations: you play one song, and then it recommends similar ones based on the topic or artist.
The key components of a successful email sequence are: email content, design, and triggers. These are fundamental components that complement each other. Triggers are the most interesting, as they initiate actions for sending future emails.
Don't forget about additional components: intervals between sending emails and the purpose of your emails (although this seems very logical, it's often overlooked). There is no ideal sending interval. It can be as short as two days or as long as a week, depending on the industry, product, and audience.
I'm sure you're particularly interested in finding more details about triggers. They are truly a crucial element, determining the effectiveness of the entire email campaign.
Triggers are a form of automation that responds to events. Popular triggers can be: a new subscriber, a new purchase, completing a lead magnet, and, of course, inactivity. There can be many more triggers, but we'll focus on the most popular ones.
Once a trigger is activated, the countdown starts — and the email sequence is sent automatically.
A popular sending scheme is as follows:
Email 1: Immediately after the trigger is triggered
Email 2: 2 days later
Email 3: 4 days after Email 2
Email 4: 1 week after Email 3
The most interesting thing is that each person in your list receives emails at their own pace, that is, when they trigger the email sequence.
Essential Types of Email Sequences
Each company, as usual, tested many email sequences — but let’s take a look at some of the most popular types.
Welcome or Introductory Email Sequences
After a new user joins your "internal community," they should receive a series of emails introducing them to you.
Let's imagine a new user registering for an online webinar.
A typical email sequence in this case would be as follows:
Email 1: "Thank you for registering" + an additional bonus to build anticipation for the event
Email 2: Your story (increase your expertise) + an overview of key topics/issues
Email 3: Here's how we can help you / Tips for delivering more value
Lead Nurturing Email Sequence
Another popular option is a lead nurturing email sequence.
This is relevant for those who visit your website, browse products, but aren't ready to make a purchase yet. Your goal in this case is to stay top of mind and build trust.
The email sequence might be as follows:
Email 1: Useful content related to their problem
Email 2: Case study or success story
Email 3: Educational content (blog post, video, guide)
Email 4: Answering common objections
Email 5: Inviting them to take the next step
Post-Purchase Email Sequence
An important and often overlooked sequence is the post-purchase email sequence. Your goal here is to maintain loyalty and collect feedback, which is much easier to obtain than through cold outreach.
A typical sequence is:
Email 1: Order confirmation + what happens next (setting the mood)
Email 2: Tips on how to get the most out of the purchase
Email 3: Offer related resources or additional products
Email 4: Request for a review or testimonial (and give them a bonus for review)
By maintaining a high loyalty level, the likelihood of converting a one-time customer into a repeat customer greatly increases.
Email Flow vs. Individual Sequences
An individual sequence is linear: someone triggers it, gets Email 1, then Email 2, then Email 3, and it's done.
An email flow can branch and adapt, for example:
A new subscriber enters a welcome sequence;
If they click on a specific link, they move into a product-focused sequence;
If they don't engage, they go into a re-engagement flow;
If they purchase, they exit all sequences and enter the post-purchase sequence.
Email flows are significant for e-commerce. A customer might start with a welcome series, browse some products (triggering a browse abandonment email), add items to their cart but not buy (cart abandonment sequence), and then finally make a purchase (post-purchase sequence). All of these sequences work together as one cohesive flow.
How to Create an Email Sequence: Step-by-Step Flow
Let's move from theory to practice and break down what needs to be done step by step.
Step 1 - Planning Goals for Your Sequences
Before you begin developing your sequences, you should ask yourself: "What do I want to achieve by completing the sequences?"
Be specific in your goals. This could be: a planned landing page, a product purchase, a demo video view, or something else.
You should align the goal with the content, as an email sequence for downloading a product trial and a call can be very different, and it's best to define the goal at the start.
Step 2 - Creating a customer journey for your potential client.
For example, your potential client downloaded a guide or checklist for using Reddit without getting banned.
Here's their approximate path:
Interested, but unfamiliar with your expertise
"What are the pitfalls of the guide?" or "Can I trust them, or is this just another lead magnet?"
Focused on your values, which motivate them to pay for your paid offer
Looking for evidence, case studies, and testimonials that you're knowledgeable about
Compose 4-6 potential points, and each email should address the challenge of that point.
Step 3 - Email Writing
Here's a simple formula:
Start with the reason—that is, why the user received this email;
Choose one email idea and stick to it;
Write as if you were writing to a good friend, without boasting or gossip;
Clearly define the next step and its simplicity so it's evident to the user.
Avoid clickbait headlines and all-caps (seriously, this isn't 2015).
Step 4 - Setting Up Triggers
This is where you set up the email sequence. The functionality may vary depending on the platform, but the concept is the same:
1) Select the desired trigger (purchase, product viewing, guide download)
2) Select a delay time for sending messages. It's essential to be strategic here, giving people time rather than trying to send all the emails within 24 hours. 3) Add conditions for the following email (for example, if they buy after this email, they should be removed from the sequence).
Follow-up Emails
If you're missing a cold email follow up, you're losing money. If you don't want to be on the receiving end of lost profits, here's a good idea: gently and comfortably remind them of your presence.
Bad idea: "Just bump this to the top of your inbox."
Good option: "I just published a study, I know it'll definitely help you with... [Link:]"
Oddly enough, a breakup email likely gets a good response because it's honest and gives your user agency.
Timing and frequency recommendations:
Here's what actually works, based on people's actions:
For cold outreach:
Space observations every 3-4 days
Maximum 3-4 follow-up sessions before stopping
If there's no response after 4 touches, they're not interested (and that's okay)
For warm leads (people who have already interacted):
You can follow up more frequently—every 2-3 days is sufficient.
5-7 emails in a row is regular.
They've already shown interest, so don't be pushy.
For customers:
During the first few days after purchase, updates can be daily (order updates and getting-started tips).
Then spread them out into weekly or biweekly periods.
And a quick reminder: most people need 3-5 touchpoints to take action (think about your last online education course purchase), so don't be pushy, but share valuable information and highlight the benefits.
Email Sequence Templates & Examples
Let's check out email sequence examples you can use and adapt to your business needs.
Welcome Sequence Template
The first and most commonly used is the welcome flow template.
Email #1: Should be sent immediately after subscription.
Subject: "Welcome! Here's what to expect."
Content: The main message is a thank-you for subscribing and a brief demonstration of what they will receive by signing up for the newsletter (e.g., a weekly analysis of new case studies).
To build loyalty, you can add a lead magnet and a call to action: "Reply and tell us what you encounter most often" (elicits an immediate response).
Email #2: Should be sent on the 2nd or 3rd day.
Subject: Personal story (experience)
Content: The main message is to share your story or why you do what you do. It is an essential point for establishing a connection and trust, because people will buy from the people they like.
A good CTA here would be a link to the company's story or a video interview.
Email #3: Should be sent on day 5
Subject: Switch to the main goal
Content: The main message here is to explain how you can help, focusing on success stories and testimonials.
Important: Don't list your 50+ services (it might sound scary, but your audience won't read them all).
Explain the next step if they want to work with you or learn more.
A working CTA here would be free training or a guide that will help you gauge their interest.
Why it works: You won't be overselling from day one.
Lead Development Sequence Template
A relevant email sequence template for businesses that need to nurture user interest and convert it into a purchase.
Email #1: Sent immediately after a target action (e.g., downloading a guide)
Subject: "Here you [guide or other useful content]. Grab It Now!"
Content: The main idea of this email is to engage the audience with your expertise, so a short piece of advice or even a comment on what didn't work works well here.
Call to action: "If you want to improve [...], reply to this email with a lemon."
Email #2: Send on day 3rd
Subject: "Mistake #1 that I figured out how to avoid"
Content: The email should clearly focus on the mistake and its negative results (preferably supported by research data).
Besides, it's essential to show the audience that you're on the same page and understand their challenges.
Call to action: The link should lead to more detailed content on this topic.
Email #3: Send on 6th day
Subject: Discovering a successful client case
Content: In this email, it's crucial not only to disclose the successful case but also to list the factors that prevent it from being successful. This way, your potential lead can compare and contrast their own experience.
Call to action: "Want to get the same results? Here's the next step."
Email #4: Send on 9th day
Subject: "Ruing stereotypes about [common objection]"
Content: The main idea here is to demonstrate your expertise again, not by saying, "We're experts in this and that," but by explicitly addressing the myth or stereotype. It will help build trust.
Call to action: Invitation to a myth-busting consultation
Email #5: Send on days 13th-15th
Subject: "[NAME], can you clarify one thing for me?"
Content: The main idea here is to figure out an interest of your potential lead in solving a problem (current or past).
It's also important to clearly state that in any case, the user will receive valuable content.
Call to action: Request a call or review our offer.
Why it works: You gradually move to the direct sale, step by step, building interest and trust at the start. But maintain a balance so there's no pressure.
Important point: all these stories will work with a complete understanding, knowledge, and analysis of your target audience.
Key Elements That Transform Sequences
My marketing friends and I took the time to analyze our email inboxes to find what worked best for us. We didn't focus on specific products or services to highlight value, but instead analyzed the key elements that resonated with us. And here is what inspires us to be on a line with the companies:
1. One clear goal in every email
Emails with too many requests—like subscribing to a blog, attending a free webinar, or downloading a guide—create digital noise. Don't waste your opportunities; choose one action.
2. Personalization beyond [Name]
It creates a clear sense that my preferences are being taken into account. For example, I recently bought socks with fun slogans, and in the following newsletter, they offered me similar ones, both in the same theme and season, along with a personalized discount.
3. Real value in every email
A ton of content without real value creates frustration and becomes a reason to unsubscribe.
4. Conversational Tone
While you need to maintain your expertise, don't forget that people sell to people. Maintain a conversational tone, avoid overly theoretical explanations, and include vivid examples.
5. Clear, Action-Oriented CTA
Unclear call to action is a top mistake in my personal mistakes list. Don't end your email with "Share your opinion." Be specific and tailored to your potential lead/client's needs.
6. Mobile-Friendly Formatting
It's no secret that many people read emails on their phones. If you haven't mastered this magic yet, here are some simple tips:
Keep paragraphs short (2-3 lines maximum);
Use spaces;
Make links and buttons easy to click.
The real secret? Test and experiment. Your first sequence won't be perfect, and that's okay. Submit it, see what happens, and improve it. Monitor open rates, click-through rates, and conversion rates.
Tools & Optimization
You'll only be able to determine your ideal toolkit through practice. But let's look at the essential features you shouldn't neglect.
1. Selecting Trigger Options
The more triggers you can use, the more engaging your email sequences will be.
2. Setting Delays
Ask yourself: "Will I be able to set up emails to be sent at the optimal time for each time zone?" If so, feel free to check this box.
3. Audience Segmentation
If you can send different emails to different audiences, segmented by preferences and behaviors, your lead generation will be near-infinite.
4. Basic Analytics
You should be able to track the performance of your activities: opens, clicks, conversions. Skipping this step is a mistake.
5. Bonus Features
Not critical, but if your email tools offer A/B testing options, CRM or website integration, or email tracking, these are more likely to be considered pros and cons.
Honestly, there's no need to overthink choosing the perfect tool. It's best to choose one that fits your budget, offers the top features you need, and doesn't cause headaches due to overcomplication or insufficient support.
Popular email sequence software options:
For beginners: Mailchimp, ConvertKit, Brevo, and MailerLite are good starting points with free plans.
Intermediate: ActiveCampaign, Moosend, Drip – more automation options without excessive complexity
Advanced: HubSpot, Klaviyo (for e-commerce) – powerful features, but a steeper learning curve
Quick Email Campaigns Optimization Tips
Your goal is to avoid getting overwhelmed by the large amount of data you can (or should) track based on expert advice.
Focus on the following:
Open rate
It shows the percentage of people who open each email. Check this metric for your industry and aim for it. However, if your rate is lower, it's not a warning sign, but a signal to reconsider your subject lines.
Click-through rate (CTR)
This metric shows the percentage of users who clicked on the links in your email (i.e., interacted with the content). A low CTR prompts you to review your CTA and the content itself.
Conversion rate
It is one of the most important metrics, as it shows what percentage of your potential leads turned into targeted ones. This metric should be analyzed consistently from email to email, identifying areas that may not have worked.
Unsubscribe Rate
It shows how satisfied your audience is with your content and expertise. A rate between 0.1% and 0.5% is considered normal.
The unsubscribe rate is calculated as: (Number of unsubscribes / Number of delivered emails) * 100%
If this rate is higher, you may be sending emails too frequently.
Common Mistakes to Avoid in Email Campaign Building
Learn from others' mistakes and adapt them to your industry.
Mistake #1: Sending large quantities with high frequency
Mistake #2: Trying to trap your audience in an endless email loop, hoping that one email will trigger them.
Mistake #3: Lack of segmentation and personalization
Mistake #4: Offering too many target actions to your target audience
Mistake #5: Set it and forget it, hoping the first sequence will be perfect.
To test or not to test: dispelling myths
You don't need to test every element of your email. The most critical points for testing are subject lines, sending time, and CTA placement. Through trial and error, you can determine what works best for your specific business.
An important point in testing: change ONE thing at a time (if you change the subject line AND the call to action, you won't know what made the difference).
To honestly evaluate the change, send the updated version to 100 active users and compare the results. But don't expect results within a few hours; give your audience time. Save and scale what really works.
Getting Started: Your Action Plan
So, you've got the basics down; it's time to get started.
Step 1
Choose an email platform.
Read the reviews and get advice for your favorite AI agent, test the free plans (every detail, even the user-friendliness of the interface, can matter).
Step 2
Choose one sequence to test. Start with the simplest, for example, a welcome flow.
Step 3
Set clear goals for this sequence. But remember, these goals shouldn't be unrealistic, but rather optimal for achieving.
Step 4
Create your sequence content based on templates and pre-set goals (this will help you write clearer CTAs).
Step 5
Set up time delay triggers, test by sending an email to yourself, and make adjustments.
Step 6
Launch the sequence and monitor the metrics weekly. Focus on what's working as expected and what needs improvement.
Once you've found a sequence that works for you (based on your key performance indicators), you can refine it, implement new features, and adapt it to new subscribers.
