GTM Dictionary

The Go-to-Market Dictionary: Email Sequence

Discover the essential terms and strategies for crafting a successful email sequence with our comprehensive Go-to-Market Dictionary.

In today's fast-paced digital world, email marketing is one of the most commonly used go-to-market strategies. Email sequences play a critical role in any effective email strategy. But what is an email sequence? And how can it help improve your email marketing campaigns? This article answers these questions and more.

Understanding Email Sequences

Email sequences are a series of pre-written, automated emails that are sent to a group of subscribers to achieve a specific goal. Each email in the sequence is designed to move the subscriber closer to the goal, whether that's making a purchase, signing up for a service, or simply providing valuable information to the reader.

What is an Email Sequence?

An email sequence is a set of emails that are sent automatically to an individual or group of subscribers. Each email in the sequence is sent in a specific order and is designed to encourage a particular action, such as making a purchase or booking an appointment.

Email sequences can be used in a variety of ways, from welcoming new subscribers to your list, to nurturing leads and converting them into customers. By automating your email marketing, you can save time and effort while still providing valuable content to your subscribers.

The Importance of Email Sequences in Go-to-Market Strategies

Email sequences are a critical part of any effective go-to-market strategy. They help you to maintain regular contact with your subscribers, keep them engaged with your brand, and ultimately convert them into loyal customers. Studies show that email sequences can lead to higher open rates, click-through rates, and conversion rates when compared to traditional newsletters or one-time emails.

One of the key benefits of using email sequences in your go-to-market strategy is that they allow you to segment your audience and send targeted messages to specific groups. For example, you could create a welcome sequence for new subscribers, a sales sequence for customers who have shown interest in a particular product, or a re-engagement sequence for subscribers who haven't opened your emails in a while.

Types of Email Sequences

There are a variety of email sequences that you can use to achieve different goals. Some of the most common types of email sequences include:

  • Welcome sequences: These are typically the first emails that new subscribers receive. They are designed to introduce your brand, provide valuable information, and encourage subscribers to take action.
  • Sales sequences: These are designed to promote a specific product or service and encourage subscribers to make a purchase.
  • Abandoned cart sequences: These are sent to customers who have added items to their cart but haven't completed the purchase. They are designed to remind customers of the items they left behind and encourage them to complete the purchase.
  • Onboarding sequences: These are designed to help new customers get started with your product or service. They typically provide tutorials, tips, and other helpful information.
  • Re-engagement sequences: These are sent to subscribers who haven't opened your emails in a while. They are designed to rekindle their interest in your brand and encourage them to start engaging with your emails again.

The key is to choose the type of email sequence that best suits your goals and your audience. By providing targeted and relevant content to your subscribers, you can increase engagement and ultimately drive more conversions.

Components of an Effective Email Sequence

Subject Lines that Grab Attention

The subject line of your email is the first thing that your subscribers will see. It needs to grab their attention and encourage them to open the email. Your subject line should be short, compelling, and provide a clear indication of what the email is about.

For example, if you are promoting a new product, your subject line could be something like "Introducing Our Newest Product - Get Yours Today!" This subject line is short, to the point, and creates a sense of urgency for the subscriber to take action.

Another effective technique is to use personalization in your subject lines. For instance, if you have segmented your subscriber list based on location, you could use a subject line like "Exclusive Offer for Our New York Subscribers."

Personalization and Segmentation

Personalization and segmentation are critical components of an effective email sequence. Personalization involves tailoring your emails to individual subscribers, while segmentation involves dividing your subscriber list into smaller groups based on characteristics such as age, location, or interests. These techniques can increase the relevance of your emails and improve engagement.

One way to personalize your emails is to include the subscriber's name in the email. This simple touch can make the subscriber feel valued and increase the chances of them engaging with your content.

Segmentation can also be used to send targeted emails to specific groups of subscribers. For example, if you have a group of subscribers who have recently made a purchase, you could send them a follow-up email with related products or services that they may be interested in.

Crafting Compelling Email Content

The body of your email needs to be compelling and relevant to your subscribers. You should focus on addressing their pain points or providing value in some way. Use clear and concise language, and make sure that your email is visually appealing with plenty of white space and images.

One way to provide value to your subscribers is to offer them exclusive content or access to resources that they wouldn't find elsewhere. For example, if you are a fitness brand, you could offer subscribers access to a free workout plan or nutrition guide.

It's also important to keep your emails concise and easy to read. Use short paragraphs and bullet points to break up the text and make it easier to scan.

Call-to-Action and Conversion Optimization

Each email in your sequence should include a clear call-to-action (CTA) that encourages the subscriber to take the next step in the customer journey. Your CTA should be prominent and easy to find. Use A/B testing to optimize your CTAs for maximum effectiveness.

When crafting your CTA, it's important to be specific about what action you want the subscriber to take. For example, instead of using a generic CTA like "Learn More," you could use a more specific CTA like "Download Our Free Guide."

Finally, make sure that your emails are optimized for conversion. This means that your emails should be designed to encourage the subscriber to take action, whether that's making a purchase, filling out a form, or signing up for a newsletter.

Setting Up Your Email Sequence

An email sequence can be a powerful tool for engaging with your audience and driving conversions. However, setting up a successful email sequence requires careful planning and execution. In this article, we will explore some key factors to consider when setting up your email sequence.

Choosing the Right Email Marketing Platform

One of the first decisions you will need to make when setting up your email sequence is choosing the right email marketing platform. There are a variety of email marketing platforms available, each with its own strengths and weaknesses. Some popular options include Mailchimp, Constant Contact, and Campaign Monitor.

When choosing a platform, consider factors such as pricing, ease of use, and integrations. You will want to ensure that the platform you choose can meet your needs and integrate with other tools you use, such as your CRM or landing page software.

Defining Your Target Audience

Knowing your target audience is the key to creating an effective email sequence. Before you start crafting your emails, you should create buyer personas that represent your ideal customers. This will help you to tailor your emails to their needs and interests.

Consider factors such as age, gender, location, interests, and pain points when defining your target audience. This will help you to create emails that resonate with your subscribers and drive engagement.

Determining the Frequency and Timing of Emails

The frequency and timing of your emails can have a significant impact on their effectiveness. Too many emails can annoy your subscribers, while too few can lead to them forgetting about you. You should aim to strike the right balance by considering factors such as the type of email sequence, the preferences of your subscribers, and your marketing goals.

For example, if you are running a promotional email sequence, you may want to send emails more frequently to keep your subscribers engaged. However, if you are running a nurture sequence, you may want to space out your emails to avoid overwhelming your subscribers.

Tracking and Measuring Success

Measuring the success of your email sequence is critical. Use analytics tools to track metrics such as open rates, click-through rates, and conversion rates. This will help you to identify areas for improvement and optimize your sequence for maximum effectiveness.

For example, if you notice that your open rates are low, you may want to experiment with different subject lines or sender names. If your click-through rates are low, you may want to re-evaluate the content of your emails and ensure that they are providing value to your subscribers.

By tracking and measuring the success of your email sequence, you can continuously improve and refine your approach to drive better results.

Examples of Successful Email Sequences

Welcome Email Series

A welcome email series is a critical part of any email marketing strategy. It's a great way to introduce your brand to new subscribers and set the tone for future interactions. Your welcome email should be friendly, informative, and provide a clear call-to-action.

In your welcome email, you can provide a brief overview of your brand and what subscribers can expect from your emails. You can also use this opportunity to highlight any special offers or promotions that new subscribers can take advantage of. Additionally, you can include links to your social media profiles to encourage subscribers to connect with you on other platforms.

It's important to follow up with additional emails in your welcome series to keep subscribers engaged. You can use these emails to provide more information about your brand, share customer success stories, or offer additional incentives for subscribers to take action.

Cart Abandonment Recovery Sequence

A cart abandonment recovery sequence is designed to encourage customers who have abandoned their cart to return and complete their purchase. You can use techniques such as urgency, social proof, or discounts to encourage them to take action.

One effective strategy for cart abandonment recovery is to send a series of emails that gradually increase in urgency. For example, your first email could simply remind the customer that they left items in their cart and encourage them to return to your website. Your second email could highlight the popularity of the item or offer a limited-time discount. Your third email could create a sense of urgency by letting the customer know that the item is running low in stock.

It's important to personalize your cart abandonment recovery emails as much as possible. Use the customer's name and reference the specific items that they left in their cart. This will help to create a more personal connection and increase the likelihood that they will return to complete their purchase.

Post-Purchase Follow-Up Sequence

A post-purchase follow-up sequence is a great way to show your customers that you care about their experience with your brand. You can use this sequence to offer additional value, request feedback, or provide post-purchase support.

Your first post-purchase email should thank the customer for their purchase and provide any relevant order details. You can also use this email to highlight any related products or services that the customer may be interested in. Follow-up emails can be used to request feedback on the customer's experience, offer additional support or resources, or provide exclusive offers for repeat customers.

It's important to personalize your post-purchase follow-up emails as much as possible. Use the customer's name and reference the specific products that they purchased. This will help to create a more personal connection and increase the likelihood that they will return to make additional purchases in the future.

Re-engagement Email Series

A re-engagement email series is designed to win back subscribers who may have lost interest in your brand. You can use this sequence to remind them of the value that you provide, provide incentives, or ask for feedback.

Your first re-engagement email should acknowledge that the subscriber hasn't been active and express your desire to continue providing value to them. You can use this email to remind them of the benefits of your brand and encourage them to take action. Follow-up emails can be used to offer exclusive discounts or promotions, provide helpful resources or tips, or ask for feedback on how you can improve your emails.

It's important to segment your re-engagement email list based on how long subscribers have been inactive. This will allow you to tailor your messaging and incentives based on their level of disengagement. Additionally, it's important to regularly clean your email list by removing inactive subscribers to ensure that you are only targeting engaged subscribers with your messages.


Email sequences are a critical component of any successful email marketing campaign. They help you to build relationships with your subscribers, keep them engaged, and ultimately convert them into loyal customers. By following the steps outlined in this article and using examples of successful email sequences, you can create an effective email marketing strategy that drives results for your business.