Why We’re Talking About Email Sequences (and Why You Should Care)
Why We're Talking About Email Sequences
(and Why You Should Care)
I was neck-deep in a client’s email automation system recently — trying to make sense of dozens of scattered broadcasts, half-built automations, and random nurture emails. Sound familiar? As I started mapping it all out, I realized what was missing: a clear lens for organizing these emails based on purpose.
Email marketing isn’t just “write a few messages and hit send.” Every email (and every sequence) should serve a specific role in the customer journey — from first hello to final offer to long-term loyalty.
So I decided to lay it all out. This post breaks down the most effective types of email sequences, what they’re for, and why they matter — not just for my client, but for anyone building a business with funnels, content, or digital products.
And yes, I’ll even explain what Seinfeld has to do with selling online.
🧭 1. Relationship-Building Sequences
These build connection, trust, and long-term engagement.
🟢 Welcome Sequence
A Welcome Sequence is your digital first impression — it’s what greets new subscribers right after they opt in. This short series of emails sets expectations, introduces your brand voice, and provides a clear roadmap for what’s ahead. Whether you’re offering a lead magnet or just a warm hello, the Welcome Sequence builds trust fast and prevents people from forgetting why they joined your list in the first place.
- Purpose: Introduce your brand and set expectations.
- When: Immediately after opt-in or lead magnet download.
- Example Topic: "Here's What to Expect + A Gift Inside"
🟢 Nurture Sequence
The Nurture Sequence is like the steady heartbeat of your email list. After the welcome, it’s your chance to build real connection by offering value through tips, stories, and insights—without constantly pitching. These emails help your subscribers get to know you, trust your expertise, and stay engaged with your brand until they’re ready to buy.
- Purpose: Build trust and deepen the relationship through consistent value.
- When: After the welcome sequence or between launches.
- Example Topic: "The 5 Mistakes I Made Starting Out (And How You Can Avoid Them)"
🟢 Seinfeld Sequence
Inspired by the TV show ‘about nothing,’ the Seinfeld Sequence is all about personality-driven content that entertains, shares relatable stories, and subtly ties into your brand or offer. These emails aren’t focused on hard selling—they’re designed to keep your audience engaged and thinking of you, even when you’re not launching.
- Purpose: Stay top-of-mind and build brand affinity through entertainment and storytelling.
- When: Ongoing, after initial nurture or between promotions.
- Example Topic: "What a Broken Blender Taught Me About Focus"
2. Storytelling & Emotional Engagement Sequences
These sequences are designed to create emotional resonance, not just intellectual buy-in. By sharing stories—yours or your clients’—you build trust, relatability, and belief. Whether you’re opening up about your own transformation or highlighting customer success, these emails help your audience feel something, which is often the missing ingredient in conversion. People don’t just buy with logic—they buy with emotion (and then justify it later).
🔵 Soap Opera Sequence
The Soap Opera Sequence hooks your audience with drama, emotion, and open loops—just like a great binge-worthy show. It’s usually a 5-part sequence that walks subscribers through a compelling transformation arc: from pain to breakthrough to solution. These emails pull readers in with cliffhangers and real emotion, making your offer feel like the natural next step in the story.
- Purpose: Build emotional connection and lead toward a specific offer through story arcs.
- When: Early in a funnel, after an opt-in or lead magnet download.
- Example Topic: "I Almost Quit That Day... But Something Changed"
🔵 Testimonial / Case Study Sequence
This sequence showcases the transformation of real customers, helping future buyers see what’s possible for them. It’s not just about listing features—it’s about showing *proof*. When you drip out stories of success over time, especially in markets that require trust (like coaching, wellness, or high-ticket offers), you create belief, reduce skepticism, and move people closer to buying.
- Purpose: Use social proof to overcome objections and inspire belief through real stories.
- When: During a sales sequence, nurture phase, or as part of a high-trust funnel.
- Example Topic: "How Sarah 3X’d Her Revenue in 60 Days"
3. Conversion-Focused Sequences
Conversion-Focused Sequences are designed to turn interest into action. These emails speak directly to buying behavior—handling objections, building urgency, and clearly presenting your offer. Whether you’re launching something new or following up after a sales pitch, these sequences do the heavy lifting to help someone confidently say “yes.”
🟠 Product Launch Sequence
This sequence is your big moment—the one where all the value you’ve been giving sets the stage for a clear, intentional offer. A Product Launch Sequence builds anticipation, reveals the offer, addresses objections, and drives urgency. It’s often used in a short window (like a 5–7 day open cart) and can generate a huge portion of your revenue when done well.
- Purpose: Generate excitement and maximize sales during a timed promotion.
- When: During live launches or campaign windows.
- Example Topic: "Cart Opens Tomorrow – Don’t Miss This!"
🟠 Evergreen Deadline Sequence
If you want the power of a launch without the stress of doing it live, this is your move. The Evergreen Deadline Sequence uses tools like Deadline Funnel to automate urgency while still respecting integrity. It lets each subscriber experience their own personalized “launch” and pushes them to act before the window closes—without you having to manually send a single email.
- Purpose: Create urgency in evergreen funnels to drive conversions consistently.
- When: After a lead magnet, mini-course, or automated funnel opt-in.
- Example Topic: "Your Special Offer Expires in 48 Hours"
🟠 Cart Abandonment Sequence
Cart Abandonment emails are your second chance at a sale. They’re triggered when someone starts checkout but doesn’t complete. These emails remind, reassure, and re-invite the lead to take action. Sometimes all it takes is a nudge, a bonus, or a reminder of the outcome they want to get them across the finish line.
- Purpose: Recover lost revenue by following up with people who didn’t finish checkout.
- When: Triggered automatically when someone abandons a cart.
- Example Topic: "Still Thinking It Over? Here’s a Bonus to Help"
🟠 Sales Follow-Up Sequence
Whether it’s after a webinar, a sales call, or a product demo, the Sales Follow-Up Sequence helps reinforce your offer and guide the lead toward a decision. These emails often recap the offer, address common concerns, and emphasize urgency or limited availability. Think of it as your digital closer.
- Purpose: Reinforce a pitch and help leads make a confident decision.
- When: Right after a sales event or pitch presentation.
- Example Topic: "Let’s Recap What You’ll Get (Plus a Surprise)"
4. Customer Activation & Upsell Sequences
Once someone buys from you, the journey is just beginning. These sequences are designed to help customers succeed, feel supported, and discover other ways you can serve them. By focusing on onboarding, upsells, and referrals, you not only increase customer lifetime value—you also turn happy buyers into loyal advocates.
🟡 Post-Purchase / Onboarding Sequence
This sequence ensures your customer gets what they paid for—fast and friction-free. It helps reduce refund rates, boosts satisfaction, and guides them toward success. Think of it as the welcome mat to your product or program, helping them take the first few steps with confidence.
- Purpose: Deliver what was purchased and set the customer up for success.
- When: Immediately after purchase or signup.
- Example Topic: "Welcome Aboard! Here’s How to Get the Most from Your Purchase"
🟡 Upsell / Cross-Sell Sequence
Once a customer has bought from you, they’re far more likely to buy again—especially if the next offer solves a related problem or enhances their results. This sequence introduces complementary products or upgrades, timed perfectly to make the next step feel like a no-brainer.
- Purpose: Increase revenue by offering related or enhanced solutions to buyers.
- When: After a purchase or key milestone in product usage.
- Example Topic: "Level Up Your Results with [Upsell Offer]"
🟡 Referral Request Sequence
Happy customers are your best marketers. This sequence helps you harness that by asking for testimonials, referrals, or social shares—usually after someone’s had a great experience with your brand. Timing and tone are key here: make it feel personal, not pushy.
- Purpose: Turn satisfied customers into active promoters.
- When: After delivery of value or a positive experience.
- Example Topic: "Know Someone Who Needs This? Get a Gift for Referring"
4. Customer Activation & Upsell Sequences
Once someone buys from you, the journey is just beginning. These sequences are designed to help customers succeed, feel supported, and discover other ways you can serve them. By focusing on onboarding, upsells, and referrals, you not only increase customer lifetime value—you also turn happy buyers into loyal advocates.
🔴 Re-Engagement Sequence
The Re-Engagement Sequence is your last attempt to wake up a quiet subscriber. These emails are friendly, low-pressure, and often curiosity-driven. You might offer a fresh lead magnet, ask a simple question, or just share something valuable. If they respond—great! If not, it’s time to let them go and keep your list healthy.
- Purpose: Reconnect with cold subscribers or clean up your list.
- When: After 30–90 days of no opens, clicks, or engagement.
- Example Topic: "Are We Breaking Up? Let’s Reconnect"
6. Educational Sequences
Educational sequences are a powerful way to build trust while delivering real value. Whether it’s a mini-course, challenge, or onboarding workshop, these sequences position you as the expert by teaching something actionable over time. When done right, they naturally lead into your offer—because you’ve already demonstrated your value.
🟣 Mini-Course or Challenge Sequence
This sequence breaks your teaching into bite-sized chunks, delivered over several days. It could be a 5-day challenge, a 3-part mini-course, or a guided email series with worksheets. It’s a fantastic way to build goodwill, demonstrate expertise, and lead into a paid offer with momentum already in your favor.
- Purpose: Teach something valuable over time to build trust and set up an offer.
- When: After opt-in to a challenge, training, or multi-part lead magnet.
- Example Topic: "Day 1: The First Step to Mastering Your Funnel"
7. Wrapping It All Together
Email marketing isn’t just about clever subject lines or shiny automation tools — it’s about strategic conversations at scale. Every sequence you write is a chance to guide, serve, and convert your audience in a way that feels intentional and human.
From welcome emails to product launches, each type of sequence has a job to do. When you know the purpose behind each one, you’re not just writing emails — you’re building a system that nurtures trust, delivers value, and creates momentum toward your offers.
So whether you’re organizing a messy inbox of automations (like I was), planning your next campaign, or building your first funnel from scratch, use these sequence types as your compass. They’ll help you write with purpose — and profit.
