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The Best Strategy for Structuring your Email Sequences

29 July 2021
by Adam Oldfield

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Did you know it takes an average of six touch points within an email sequence before an individual is truly engaged in your marketing message?

That means if you want your email content to work its hardest, you need to put the effort in and work on your email sequencing. The best way to do that is to start by defining your audience and thinking about who you’re targeting.

Are you aware of how often they’ll be checking their emails, and at what times? All these questions must be answered if you are to nail your upcoming email sequences.

Then you have to establish a set of goals and understand what you want to achieve from your next campaign. Could you benchmark key performance indicators (KPI) to know whether or not your nurture send was a success or a failure? Maybe even benchmark against certain points within your email sequence to pinpoint further data.

Once you have these measurables in place, it’s time to segment and group your readers so you can hyper-personalise your content. Next is the exciting part – creating the copy! Here is your six-step nurture email sequence that should help you to truly engage your recipients:

1. Start Your Email Sequence with an ‘Introduction'

This typically explains who you are as a brand, what you represent and why you’re getting in touch. For example, to tell customers about your latest product or service.

2. Using Case Studies in your Email Sequence 

Evidencing exactly why your advice or insight should be trusted. We advise you use this email section as a chance to underline your credibility via strong case study examples or customer testimonials.

3. What will the recipient ‘gain’ in this part of the Email Sequence?

If they were to invest in your product or service, answer how it will make their life better. For example, if you’re promoting PPE equipment, tell the audience all about how safe it is, the quality of the fabric etc.

4. ‘Fear’ Email Sequence phase

By not taking up your advice, what will the individual miss out on? Explain clearly why it’s an opportunity that they can’t afford to ignore.

5. The Explanation within the Email Sequence 

Use your email content to go into why your product or service is the obvious choice for the recipient to buy into what you’re effectively selling.

6. And the Final Email Sequence Step, Urgency!

It’s simple – act now or miss out on the opportunity altogether.

Try and apply this structure to your upcoming email sequences, and make sure you monitor the engagement rates throughout and act accordingly. For example, if someone is interested straight after the first piece of content and gets in touch, take them out of the rest of the nurture campaign so you don’t risk turning them off.

Email sequencing is pivotal in making your marketing team’s data more accurate. Seeing where leads drop off the email sequence can help make decisions on how to change your content up. It can be a struggle to manually keep up to date with every customer’s journey, check out Force24’s latest marketing automation tools and see how we can help nurture your email leads.

Want to know more about the science behind email marketing? Download our ‘Email Marketing Playbook’ for free today.

And if you want to supercharge your marketing, book a demo by calling: 0845 272 5990 or email: info@force24.co.uk

Photo of Adam Oldfield
Adam Oldfield
Managing Director & Founder

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