An email sequence is a series of automated emails sent to potential customers to nurture their interest and move them through the sales funnel. It is an important component of sales prospecting that can help increase conversions, establish a relationship with the prospect, and ultimately drive revenue.

Image showing email sequence
Source: canva

In this guide, we will provide you with a step-by-step guide to creating an effective email sequence for sales development representatives (SDRs). We will cover best practices, tips, and examples to help you create a high-converting email sequence that can boost your sales and revenue.

Advantages of an email sequence

Using an email sequence template can save you time and ensure that your emails are consistent and effective. A well-designed template can help you:

  • Define the structure and content of your emails
  • Create a consistent tone and brand voice
  • Personalize your emails for each recipient
  • Provide clear CTAs
  • Automate the email-sending process

Common types of email sequences for SDRs

There are several types of email sequences that SDRs can use to generate leads and close sales. Some common types include- 

  • Cold email sequence: This is a series of emails sent to prospects who have not yet interacted with your company. The goal is to generate interest and set up a call or meeting.

Check out this blog- Book 5 meetings in a day with this Cold email checklist.

  • Warm email sequence: This is a series of emails sent to prospects who have expressed some interest in your company but have not yet made a purchase. The goal is to nurture the relationship and provide additional information to help them make a decision.
  • Onboarding email sequence: This is a series of emails sent to new customers to welcome them to your company and provide information on how to use your product or service.
  • Re-engagement email sequence: This is a series of emails sent to customers who have not interacted with your company in a while. The goal is to re-engage them and encourage them to make a purchase.

Planning Your Email Sequence template

Before you start creating your email sequence template, it’s important to plan out your strategy. This involves:

  1. Identifying your target audience: Who are you trying to reach with your emails? What are their pain points, needs, and interests?
  1. Defining your goals and objectives: What do you want to achieve with your email sequence? Are you trying to generate leads, nurture relationships, or close sales?
  1. Mapping out your email sequence flow: How many emails will you send? What will be the content of each email? What will be the timing between each email?

By planning your email sequence template in advance, you can ensure that your emails are targeted, effective, and consistent.

Best practices for creating an email sequence

An email sequence

Defining your target audience and persona

Before creating an email sequence, it is essential to understand your target audience and their pain points. By defining your target audience and creating a buyer persona, you can craft a personalized and targeted email sequence that resonates with your prospects.

Setting specific goals for your email sequence

Setting specific goals for your email sequence can help you track and measure its success. Whether you want to generate leads, increase conversions, or improve customer retention, setting clear goals can help you create a focused and effective email sequence.

Crafting personalized and engaging subject lines

Image showing a datapoint from Aberdeen group

Subject lines are the first thing your prospect sees in their inbox. Crafting personalized and engaging subject lines can increase your email open rates and grab your prospect’s attention.

Including a clear and compelling call-to-action

A call-to-action (CTA) is a button or link that encourages your prospect to take a specific action, such as signing up for a free trial or scheduling a demo. Including a clear and compelling CTA can increase the click-through rates of your email sequence and move your prospects further down the sales funnel.

Segmenting your email list

Segmenting your email list based on demographic, behavior, or purchase history can help you create a personalized and targeted email sequence. By sending the right message to the right prospect at the right time, you can increase your chances of conversion and retention.

Testing and analyzing your email sequence

Testing and analyzing your email can help you identify what works and what doesn’t. By using A/B testing, you can experiment with different subject lines, CTAs, and email content to optimize your email sequence for maximum conversions.

By following these best practices, you can create an effective email that resonates with your target audience, drives conversions, and boosts your revenue.

How to create an effective email sequence template?

Choosing a professional email template

It is crucial in creating a visually appealing and effective email sequence. A professional template can help establish trust and credibility with your prospects.

Customizing your template to match your brand

This help creates a cohesive and consistent brand image. This can increase brand recognition and help your prospects associate your brand with quality and professionalism.

Including multimedia elements (images, videos, GIFs):

Multimedia elements can make your email sequence more engaging and visually appealing. This can help increase your email click-through rates and improve the overall user experience.

Creating responsive email designs

Responsive email designs that adjust to different screen sizes can help ensure that your email sequence is accessible and readable on all devices. This can increase the effectiveness of your email sequence and improve your email engagement rates.

Ensuring mobile compatibility

Mobile devices account for the majority of email opens. By optimizing your email sequence for mobile devices, you can increase the accessibility and engagement of your email sequence.

Image showing the stat on 'mobile'

Understanding the Time Zones

Segmenting your email list based on time zones

This helps you send targeted and timely emails to your prospects. By sending emails at the right time, you can increase your chances of engagement and conversion.

Determining the best time 

Determining the best time to send emails based on recipient location can help you optimize your email sequence for maximum impact. By using data and analytics, you can identify the best times to send emails based on recipient location and behavior.

Using tools to schedule emails according to time zones

Knowledge of the tools can make the process of sending timely emails easier and more efficient. This is a key strategy for ensuring that your email sequence is optimized for maximum impact and engagement. 

This approach can make the process of sending timely emails easier and more efficient, regardless of where your recipients are located.

Examples of such tools- 

  • HubSpot – This is a popular email marketing automation platform that allows you to schedule emails based on recipient time zones. It also offers a range of other features to help you optimize your email marketing campaigns.
  • Mailchimp – This is another widely used email marketing automation tool that allows you to schedule emails based on recipient time zones. It also offers customizable email templates, A/B testing, and detailed analytics to help you track the performance of your campaigns.
  • ConvertKit – This is a platform designed specifically for creators and bloggers. It offers features like automated email sequences, customizable landing pages, and the ability to segment your email list based on subscriber behavior.
  • Timezone.io – This is a time zone converter that allows you to quickly convert your send time to the time zone of your recipients. It also allows you to view the current time in different time zones, which can be useful if you are scheduling emails for recipients in multiple time zones.
  • World Time Buddy – This is another time zone converter that allows you to quickly convert your send time to the time zone of your recipients. It also offers a range of other features, including the ability to view multiple time zones side-by-side and to create customized time zone widgets for your website or blog.

By using these tools, you can ensure that your email sequence is optimized for maximum impact and engagement.

Best time to send emails

Knowing the best days and times to send emails can significantly impact the success of your email sequence. Typically, Tuesdays, Wednesdays, and Thursdays are considered the best days to send emails. As for the time of day, mid-morning or early afternoon is often recommended.

Avoiding weekends and holidays can be beneficial as many people are busy or away from work during these times. This can result in lower open and click-through rates.

Test your emails

Testing different sending windows and analyzing their effectiveness is critical to determining the best time to send emails to your specific audience. By conducting A/B testing, you can determine the optimal time and day for your email sequence.

What should be the ideal Number of emails per day?

Frequency

Setting a realistic frequency for your email sequence is important to avoid overwhelming your prospects with too many emails. Depending on your industry and audience, sending 1-3 emails per week can be effective.

Avoid Spamming

Avoiding sending too many emails in a short period is crucial to avoid spamming your prospects and potentially damaging your brand reputation. Sending multiple emails in a day or over a short period can result in higher unsubscribe rates and lower engagement.

Recipient behavior

Personalizing the frequency based on recipient behavior can help you deliver a more targeted and relevant email sequence. By monitoring recipient engagement and behavior, you can adjust the frequency of your emails to better align with their needs and preferences.

By considering the sending windows and the number of emails per day, you can optimize your email sequence for maximum impact and engagement, resulting in higher open and click-through rates and increased conversions.

How to build an Email Sequence Template

An example of a Cold Outreach Sequence

Email 1: Introduction

  • Briefly introduce yourself and your company
  • Explain why you are reaching out
  • End with a clear CTA for a meeting or call

Subject Line: Introduction to [Your Company]

Template- 

Dear [Recipient’s Name],

I am [Your Name], from [Your Company],

As a [Your Company’s Industry] expert, I noticed that your company [Recipient’s Company] has been doing some excellent work in the field. We offer [Your Company’s Unique Selling Proposition] that can help improve your business’s [Recipient’s Company Pain Point]. I would love to set up a quick call to discuss how our services can benefit you.

What does your schedule look like next week? Let me know, and we can schedule a call at your convenience.

Best regards,

[Your Name]

Email 2: Value Proposition

  • Present your company’s unique value proposition
  • Highlight the benefits and features of your product/service
  • End with a CTA for a demo or trial

Template-

Subject Line: [Your Company’s Name]: The Solution to Your Problems

Hello [Recipient’s Name],

I wanted to follow up on my previous email and highlight some of the features and benefits of our product/service.

As a [Your Company’s Industry] expert, we have helped many companies like yours [Recipient’s Company] improve their [Recipient’s Company Pain Point]. Our solution is tailored to fit your needs and help you achieve your goals.

We would like to offer you a demo of our services, which can be customized to fit your company’s specific requirements. If this is of interest, please let me know, and we can set up a call at your convenience.

Looking forward to hearing from you.

Best regards,

[Your Name]

Email 3: Pain Points

  • Address the pain points of your prospect’s business
  • Share how your product/service can alleviate those pain points
  • End with a CTA for a call or meeting

Subject Line: [Recipient’s Company]’s Pain Points and How [Your Company] Can Help

Hello [Recipient’s Name],

I wanted to check in and see if our previous emails about our product/service piqued your interest.

We have been helping companies like yours [Recipient’s Company] overcome their [Recipient’s Company Pain Points]. Our services have shown to be a game-changer in the industry, and we would love to help your company achieve the same success.

Are you available for a call next week to discuss this further?

Best regards,

[Your Name]

Email 4: Urgency

  • Create a sense of urgency
  • Offer a limited-time discount or special offer
  • End with a CTA for a call or meeting

Template- 

Subject Line: Special Offer: Limited Time Discount

Hello [Recipient’s Name],

I wanted to let you know that we are currently offering a limited-time discount on our services. Our services can help your company [Recipient’s Company Pain Point] and take your business to the next level.

This offer is only available for a short time, and I would hate for you to miss out on this opportunity. If you are interested, please let me know, and we can schedule a call to discuss the details.

Best regards,

[Your Name]

Examples of effective email sequences

Here are some real-life examples of successful email sequences:

HubSpot

HubSpot, a marketing and sales software company, uses email sequences to nurture its leads and drive conversions. Their email sequences are personalized and targeted toward the specific interests and behaviors of their leads. 

They also include clear calls to action and valuable content to keep their leads engaged. Their email sequences have resulted in a 21% increase in their email open rates.

Example- 

Subject Line: [First Name], How HubSpot Can Help You [Specific Benefit]

Hi [First Name],

I noticed that you recently downloaded our free ebook on [Topic]. I hope you found it helpful! As a fellow [Industry/Role], I wanted to share some additional resources that may be of interest to you.

At HubSpot, we specialize in providing marketing and sales software to help businesses like yours grow. Our software can help you [Specific Benefit], and we have a variety of resources available to help you get started.

If you’re interested in learning more, I’d be happy to set up a call to discuss how HubSpot can help your business specifically. Let me know if that’s something you’re interested in.

Best,

[Your Name]

Grammarly

Grammarly, a writing assistance tool, uses email sequences to onboard their new users and encourage them to upgrade to their premium plan. Their email sequences include personalized subject lines, valuable tips and insights, and clear calls to action. 

They also use social proof to showcase the success of their premium plan. Their email sequences have resulted in a 10% increase in their conversion rates.

Example-

Subject Line: [First Name], Unlock the Full Potential of Your Writing with Grammarly Premium

Hi [First Name],

I hope you’re enjoying using Grammarly to improve your writing! Did you know that with Grammarly Premium, you can unlock even more features to take your writing to the next level?

Grammarly Premium offers advanced grammar and spelling checks, style suggestions, and even a plagiarism detector to help ensure your writing is the best it can be.

As a valued user, we’re offering you a special discount to upgrade to Grammarly Premium today. Just click the link below to get started.

[Insert Button or Link to Upgrade]

Thank you for using Grammarly, and I look forward to seeing the amazing content you create with our tool!

Best,

[Your Name]

AppSumo

AppSumo, a digital marketplace for entrepreneurs, uses email sequences to promote their limited-time deals and discounts. Their email sequences include eye-catching subject lines, engaging content, and clear calls to action. 

They also use scarcity tactics to create a sense of urgency among their subscribers. Their email sequences have resulted in a 30% increase in their email click-through rates.

Example-

Subject Line: [First Name], Don’t Miss Out on This Limited-Time Offer!

Hi [First Name],

I wanted to make sure you didn’t miss out on our latest deal on [Product]. For a limited time, we’re offering a discount of [Percentage or Dollar Amount] off the regular price.

[Insert Image or Video of Product]

This offer won’t last forever, so act fast to take advantage of this great deal. Just click the link below to learn more and make your purchase.

[Insert Button or Link to Product Page]

Thank you for being a loyal AppSumo subscriber, and I look forward to hearing how you’re using [Product] to grow your business.

Best,

[Your Name]

Personalization, engaging content, clear CTAs, and the use of scarcity tactics are the key elements here. Apply them to your own email sequences to create a successful email marketing campaign.

Track your email sequence performance

Testing and tracking the performance of your email sequence is crucial to ensure its effectiveness in achieving your goals. By analyzing the key metrics, you can identify areas of improvement and make data-driven decisions to optimize your email sequence.

Some key metrics to track and analyze include open rates, click-through rates, conversion rates, and reply rates. These metrics can help you understand how your audience is engaging with your emails and identify which parts of your email sequence are performing well and which are not.

To optimize your email sequence, consider the following tips:

  • Test different subject lines: Your subject line is the first thing your recipients will see, so it’s essential to make it engaging and relevant. Experiment with different subject lines to see which ones perform best.
  • Personalize your emails: Personalization can significantly impact the effectiveness of your email sequence. Use your recipient’s name and other relevant information to make your emails more relevant and engaging.
  • Segment your email list: This allows you to tailor your emails to specific groups of recipients, making them more personalized and relevant.
  • Use clear and compelling CTAs: Your call-to-action (CTA) should be clear and easy to understand. Make it stand out by using contrasting colors or larger fonts.
  • Test different sending times and frequencies: This can help you identify the optimal schedule for your email sequence.

By testing and optimizing your email sequence, you can improve its performance and increase your chances of converting prospects into customers.

Final Thoughts

Creating an effective email sequence is crucial for SDRs to successfully engage with their prospects and convert them into customers. By following best practices, utilizing email templates, and taking advantage of various tools and resources, SDRs can create targeted and engaging email sequences that drive results. 

It’s important to remember to segment your audience, personalize your messaging, and test and track the performance of your email sequence to optimize for better results. With the right approach and consistent effort, SDRs can create email sequences that effectively nurture leads and drive revenue growth.