An email sequence is a group of emails sent to your prospects
They're designed, in most cases, to educate the prospect. They gradually build trust with prospects until they're ready to make a purchase. They can take as long as two weeks or up to three months for some brands. Every business has its own strategy for how long they send sequences out.
A well-written email sequence needs to have an introduction email and a campaign of follow-ups.An introduction email
is the first in your series of emails that introduce prospects to you or what they can expect from your business. This should be sent within two days after someone has opted-in on any form (e.g., website signup, webinar registration). The introduction email needs to have a call-to-action for booking a meeting with the prospect. However, the call-to-action should not be the only item of focus in the introduction email. Introduction emails need to demonstrate to the prospect what value your product will bring them. After that, you bring up the need to meet.
Depending on who you work for, you will either send out your email sequence as a drip campaign or an email automation campaign.
The difference between a drip campaign and an email automation campaign is that a drip campaign is static whereas an automation campaign is dynamic. Drip campaigns send the same predetermined emails regardless of what actions your prospects do.
Email automation campaigns, however, dynamically react to the actions of a prospect. If a prospect wants to book a meeting with you and responds to one of your emails, then the automated sequence will react to their reply.
Either way, both drip campaigns and automated email sequences are sequences of emails sent out to prospects.
Email sequences, whether automated or drip, provide prospects with ongoing value and build trust over time. This helps convert them into customers. Many prospects won't agree to meet with you after the introduction email. Even if some will, most won't. The introduction email is where things are just getting started.
The best email sequences have a plan for every stage of the sales process. This means that they have different messaging designed to address each phase of your prospects' journey.