<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Email Sequences Framework

Email converts 2-5x vs social, ~$36 ROI per $1. Works for acquisition, nurturing, retention. **Templates**: [Email Sequence Templates](direct-response-copy-templates-email-sequences.md)

## High-Converting Email Anatomy

### Subject Line Formulas

40-50 chars · first 3 words hook · no spam triggers (FREE!!!, $$$$) · preview text extends subject.

| Formula | Example |
|---------|---------|
| Question | "Are you making this SEO mistake?" |
| Number + Benefit | "3 ways to double your conversions" |
| Curiosity gap | "The indexing trick Google doesn't want you to know" |
| Urgency | "Last chance: 50% off ends tonight" |
| Personalization | "[First Name], your spots are filling up" |
| How to | "How to get indexed in 24 hours" |
| Warning | "Warning: This is killing your rankings" |
| Social proof | "How Sarah got 10x more traffic in 30 days" |
| Contrarian | "Why I stopped chasing backlinks" |
| Direct | "Your free trial starts now" |

### Structure: Star-Chain-Hook

- **Star**: Attention-grabbing opening (fact, bold statement, question, mini-story)
- **Chain**: Facts, benefits, proof, emotional connection, objection handling
- **Hook**: Clear CTA with deadline if applicable

### PAS Template

```text
Subject: [Problem-focused subject line]
[Name],
You know that feeling when [relatable problem scenario]?
[Agitate — make them feel the pain]
The worst part? [Another layer of frustration]
But here's the thing... [Solution + brief explanation + social proof]
[CTA]
[P.S. - Urgency or bonus reminder]
```

## Core Sequences

### 1. Welcome (5-7 Emails, 2 Weeks)

| # | Timing | Goal | Key Element |
|---|--------|------|-------------|
| 1 | Day 0 | Deliver resource, set expectations | Origin story teaser, social link |
| 2 | Day 1-2 | Build connection | Relatable struggle, reply prompt |
| 3 | Day 3-4 | Prove value | Actionable 3-step tip |
| 4 | Day 5-7 | Build trust | Before/after case study |
| 5 | Day 7-10 | Convert | Offer + incentive + guarantee |

### 2. Nurture (Ongoing, Weekly/Bi-Weekly)

80/20 rule: 80% value (tips, insights, stories) / 20% promotion.

| Type | Purpose | Example Subject |
|------|---------|-----------------|
| Educational | Teach something useful | "The 3-step framework for [result]" |
| Story | Lesson through narrative | "I almost quit until this happened" |
| Curated | Share valuable resources | "5 things I'm reading this week" |
| Behind-the-scenes | Build connection | "What I'm working on right now" |
| Social proof | Show results | "How [Customer] achieved [Result]" |
| Soft pitch | Mention product naturally | "The tool that saved me 10 hours/week" |

### 3. Launch (7-10 Emails, 7-14 Days)

| # | Timing | Goal | Key Element |
|---|--------|------|-------------|
| 1 | Day 0 | Tease launch | Calendar date, waitlist CTA |
| 2 | Day 2 | Agitate pain | Problem deep-dive |
| 3 | Day 4 | Show what's possible | Success story |
| 4 | Day 5 | Launch — present offer | Benefits, bonuses, price, CTA |
| 5 | Day 6 | Handle objections | Q&A format, guarantee reminder |
| 6 | Day 7 | Reinforce with results | Customer screenshots/quotes |
| 7 | Day 9 | Deadline pressure | 48-hour countdown |
| 8 | Day 10 | Final close | Midnight deadline, reply offer |

### 4. Cart Abandonment (3 Emails)

| # | Timing | Goal | Key Element |
|---|--------|------|-------------|
| 1 | 1 hour | Gentle nudge | Cart link, reply prompt |
| 2 | 24 hours | Address concerns | FAQ format, guarantee |
| 3 | 48 hours | Last push + discount | Coupon code, 24h expiry |

### 5. SaaS Trial (7 Emails, 14 Days)

| # | Timing | Goal | Key Element |
|---|--------|------|-------------|
| 1 | Day 0 | Get to "aha moment" | 3-step setup, app link |
| 2 | Day 2 | Show differentiator | Direct link to feature |
| 3 | Day 4 | Build confidence | Customer quote + specific numbers |
| 4 | Day 7 | Re-engage | Reply prompt, call booking |
| 5 | Day 9 | Show hidden value | Underutilized feature |
| 6 | Day 12 | Create urgency | Loss aversion (what they'll lose) |
| 7 | Day 14 | Final conversion | Discount code, guarantee |

## Best Practices

**Send timing**: B2B Tue-Thu 9-11 AM · B2C test weekends/8 PM · Transactional immediately · Cart abandonment 1h/24h/48h

**Length**: Subject 40-50 chars · Preview 40-100 chars · Body 200-500 words (sales 500-1000)

**Formatting**: Short paragraphs (1-3 sentences) · One CTA per email · Mobile-first (50%+ on mobile) · Plain text often outperforms HTML

**Personalization**: [First Name] in subject increases opens · [Company Name] for B2B · Behavioral triggers · Segment by engagement

**Subject line checklist**: Would I open this? · Under 50 chars? · Preview text complements? · Curiosity/urgency/benefit? · Matches content? · No spam triggers? · Tested on mobile?
