Email Sequences That Convert: Welcome, Nurture, Cart, Re-Engagement.
Email is not dead. Email is the most profitable channel most businesses under-invest in. Here are the sequences we install for every client.
The best email programmes are almost entirely automated. Broadcast newsletters have their place, but 70% of email revenue for most brands comes from the sequences below.
The core sequences every business should run
Welcome sequence (3-5 emails, first week)
Introduce the brand, deliver the promised value, set expectations. Often 15-25% of total email revenue for e-commerce.
Nurture sequence (5-12 emails, over 30-60 days)
For B2B or high-consideration purchases. Educate, build authority, invite to a call.
Abandoned cart (3 emails, first 48 hours)
The single highest-ROI e-commerce sequence. Recovers 10-25% of lost revenue by default.
Browse abandonment (2 emails)
For prospects who viewed products but did not add to cart. Softer than cart abandon, still recovers 3-5%.
Post-purchase (2-4 emails)
Thank, cross-sell, request review, invite to referral programme.
Win-back (2-3 emails, at 60 or 90 days of no engagement)
Recover lapsed customers before they forget you exist.
VIP / high-value customer
Segment your best customers and treat them differently. Higher offers, earlier access, personal touches.
Newsletter (weekly or fortnightly)
The relationship layer. Not a sales tool.
What good email looks like
- 1
Segmented - never send the same email to everyone. Split by behaviour, tag, purchase history.
- 2
Written like a human wrote it. First-person, conversational.
- 3
Deliverable - clean lists, warmed-up domains, DKIM/SPF/DMARC properly set.
- 4
Measured - open rate, click rate, conversion rate, revenue per email.
- 5
Improved every quarter with A/B tests on subject lines, send times and creative.