# Email Sequence Templates & Best Practices

Based on research from [HubSpot](https://blog.hubspot.com/sales/drip-emails-opens), [MoEngage](https://www.moengage.com/blog/email-drip-campaigns/), [Omnisend](https://www.omnisend.com/blog/drip-campaign/).

---

## Sequence Benchmarks

### Email Performance Standards
| Metric | Poor | Average | Good | Excellent |
|--------|------|---------|------|-----------|
| Open Rate | <15% | 15-25% | 25-35% | >35% |
| Click Rate | <1% | 1-3% | 3-5% | >5% |
| CTOR | <10% | 10-15% | 15-25% | >25% |
| Unsubscribe | >0.5% | 0.2-0.5% | 0.1-0.2% | <0.1% |

### Welcome Sequence Performance
- Welcome email open rate: **50-60%** (vs 15-25% standard)
- Welcome email CTR: **14%** (7x higher than standard)
- Welcome sequence = highest-performing sequence type

---

## Welcome Sequence (5-7 Emails)

### Email 1: Welcome (Immediate)
**Goal:** Confirm subscription, set expectations, deliver promised value
**Subject Lines:**
- "Welcome to [Company]!"
- "You're in! Here's what happens next"
- "[Name], welcome aboard"

**Structure:**
```
1. Thank them for signing up
2. Deliver any promised lead magnet
3. Set expectations (what they'll receive, frequency)
4. One clear next action
5. P.S. with personal note
```

---

### Email 2: Quick Win (Day 1-2)
**Goal:** Deliver immediate value, build trust
**Subject Lines:**
- "Get your first [result] in 5 minutes"
- "Quick win: [specific action]"
- "Start here for best results"

**Structure:**
```
1. Short intro
2. One actionable tip/tutorial
3. Why this matters
4. CTA to implement
```

---

### Email 3: Your Story (Day 3-4)
**Goal:** Build connection, establish credibility
**Subject Lines:**
- "Why I built [Product]"
- "My journey from [before] to [after]"
- "The story behind [Company]"

**Structure:**
```
1. Personal story or company origin
2. The problem that motivated you
3. Your mission/values
4. Invite them to share their story
```

---

### Email 4: Social Proof (Day 5-6)
**Goal:** Overcome skepticism, show results
**Subject Lines:**
- "How [Customer] achieved [specific result]"
- "[Number]+ [audience] trust us for [outcome]"
- "What our customers are saying"

**Structure:**
```
1. Brief intro
2. Case study or testimonial
3. Specific results (numbers)
4. "You can do this too"
5. CTA
```

---

### Email 5: Feature Deep-Dive (Day 7-8)
**Goal:** Educate on key capability
**Subject Lines:**
- "Have you tried [feature]?"
- "The feature you're probably not using"
- "Unlock [benefit] with [feature]"

**Structure:**
```
1. Identify a problem they have
2. Show how feature solves it
3. Step-by-step or video tutorial
4. CTA to try it
```

---

### Email 6: Objection Handler (Day 10-12)
**Goal:** Address hesitations
**Subject Lines:**
- "Still on the fence?"
- "Common questions answered"
- "Is [Product] right for you?"

**Structure:**
```
1. Acknowledge they might be hesitating
2. Address top 3 objections
3. Risk reversal (guarantee, trial)
4. CTA with reassurance
```

---

### Email 7: Soft Pitch (Day 14)
**Goal:** Convert to next step
**Subject Lines:**
- "Ready to [achieve outcome]?"
- "What's holding you back?"
- "Let's talk about your [goal]"

**Structure:**
```
1. Recap value delivered in sequence
2. Transition to next step (upgrade, demo, purchase)
3. Clear offer with benefits
4. Urgency element (if genuine)
5. CTA
```

---

## Trial Onboarding Sequence (7-10 Emails)

### Email 1: Welcome + First Step (Immediate)
**Subject:** "Your trial starts now—here's step 1"
**Focus:** Get them to first activation action

### Email 2: Day 1 Check-in
**Subject:** "Did you [complete first action] yet?"
**Focus:** Push toward activation milestone

### Email 3: Day 2-3 Feature Tip
**Subject:** "[Feature] makes [task] 10x easier"
**Focus:** Feature education

### Email 4: Day 4-5 Success Story
**Subject:** "How [Customer] got [result] in their first week"
**Focus:** Social proof + inspiration

### Email 5: Day 7 Progress Check
**Subject:** "Week 1 done—here's what's next"
**Focus:** Celebrate progress, set up week 2

### Email 6: Day 10 Advanced Feature
**Subject:** "Ready for the next level?"
**Focus:** Deeper feature adoption

### Email 7: Day 12 Trial Ending Warning
**Subject:** "[Name], your trial ends in [X] days"
**Focus:** Urgency, value recap

### Email 8: Day 13 Final Reminder
**Subject:** "Last chance: Don't lose access"
**Focus:** Strong urgency, easy upgrade path

### Email 9: Trial Expired (Day 14+)
**Subject:** "Your trial has ended—here's what you can do"
**Focus:** Win-back with incentive

---

## Lead Nurture Sequence (6-8 Emails)

### Sequence Strategy
- Pace: 1 email every 3-5 days
- Content: 80% educational, 20% promotional
- Goal: Move from awareness to consideration

### Email Flow
1. **Problem Education** - Deepen understanding of their problem
2. **Solution Education** - Show approach to solving
3. **How You're Different** - Position against alternatives
4. **Social Proof** - Case studies
5. **Objection Handler** - Address concerns
6. **Soft Pitch** - Introduce offer
7. **Hard Pitch** - Direct CTA
8. **Last Chance** - Final offer with urgency

---

## Re-engagement Sequence (3-5 Emails)

### Email 1: Soft Check-in (After 30 days inactive)
**Subject Lines:**
- "We miss you, [Name]"
- "It's been a while..."
- "Quick question for you"

**Content:**
```
1. Acknowledge the absence (gently)
2. Ask if they're still interested
3. Offer help if they're stuck
4. Easy way to re-engage
```

---

### Email 2: Value Reminder (2-3 days later)
**Subject Lines:**
- "Here's what you've been missing"
- "New since your last visit"
- "[Number] updates you'll love"

**Content:**
```
1. Highlight new features/content
2. Show what they can't access
3. CTA to come back
```

---

### Email 3: Incentive (2-3 days later)
**Subject Lines:**
- "A special offer just for you"
- "Come back for [incentive]"
- "[Name], we want you back"

**Content:**
```
1. Acknowledge they haven't returned
2. Offer incentive (discount, extended trial, bonus)
3. Clear expiration
4. Single CTA
```

---

### Email 4: Last Chance (2-3 days later)
**Subject Lines:**
- "Last chance for [incentive]"
- "Offer expires tonight"
- "Final reminder: [incentive]"

---

### Email 5: Goodbye (Optional, 7 days later)
**Subject Lines:**
- "Should we part ways?"
- "Cleaning up our list"
- "Is this goodbye?"

**Content:**
```
1. Respect their inbox
2. Offer to stay subscribed OR unsubscribe
3. Make it easy either way
```

---

## Subject Line Formulas

### By Email Type
| Type | Formula | Example |
|------|---------|---------|
| Welcome | "Welcome to [X]!" | "Welcome to Acme!" |
| Quick Win | "[Result] in [time]" | "Save 5 hours this week" |
| Story | "Why I [action]" | "Why I left my job" |
| Social Proof | "How [X] [result]" | "How Sara doubled revenue" |
| Feature | "Have you tried [X]?" | "Have you tried Smart Segments?" |
| Urgency | "[Time left]: [Offer]" | "24 hours left: 50% off" |
| Question | "Quick question about [X]" | "Quick question about your goals" |
| Personalized | "[Name], [message]" | "Sarah, this is for you" |

### Power Words
- **Urgency:** Now, Today, Last, Final, Expires
- **Exclusivity:** Secret, VIP, Private, Limited, Invitation
- **Value:** Free, Bonus, Save, Extra, Gift
- **Curiosity:** Strange, Unusual, Surprising, Hidden

---

## Timing Best Practices

### Send Time
| Day | Best For | Avoid |
|-----|----------|-------|
| Tuesday | B2B, highest engagement | - |
| Wednesday | B2B, reliable | - |
| Thursday | B2B/B2C | - |
| Monday | Catch-up reading | Morning sends |
| Friday | B2C, weekend promos | B2B |
| Weekend | B2C only | B2B |

### Time of Day
| Time | Best For |
|------|----------|
| 10am | B2B, during work |
| 1-2pm | B2B, lunch break |
| 6-8pm | B2C, after work |
| 8-9am | News/digest emails |

---

## Segmentation Triggers

### Behavioral Triggers
- Email opened → Send follow-up
- Link clicked → Send related content
- Email not opened → Resend with new subject
- Multiple opens → Send sales email
- Unengaged 30+ days → Re-engagement sequence

### Event Triggers
- Sign up → Welcome sequence
- Trial started → Onboarding sequence
- Feature used → Advanced feature tips
- Trial ending → Conversion push
- Purchase → Post-purchase sequence
- Churned → Win-back sequence
