The FOUR Email Sequences Your Business Needs 

If you’re anything like me, in order to have consistent monthly income, you DON'T WANT to have to CONSTANTLY do these two things:

  1. Hustle for clients
  2. Live launch your products every single month

You really want to work less and earn more. But how?

Today I want to share with you the four email sequences your online business needs in order to consistently make money every single month so that you don’t have to do the two dreaded things above (at least not forever). 

Email marketing is an effective way to draw in new leads and help them see the value of your product or service. Setting it up can be overwhelming at first, but what if I share with you the exact sequences you need, what to include in them, and how I’ve set my own up?

Let’s ditch the overwhelm and start earning that consistent income you desire!

#1 Welcome email sequence

Did you know that email marketing – when done right – earns about $1 per subscriber per month?

This is exciting! That means that if you have just 1,000 leads on your email list, you should expect to earn roughly $1,000 every month if you’re marketing effectively to your audience.

Think about the number of subscribers you have on your email list. Does that line up with the research? Are you making that $1 per subscriber right now?

If not, it’s time to get strategic! 

Implementing a welcome sequence early on in your business will help you grow your list that much more successfully. 

When someone signs up for a email list, one of three things could happen:

  1. They get no emails at all (they just sign up and are sitting on your list waiting for something to happen)
  1. They receive random, live emails from you (in this scenario, they are jumping into the middle of things, and you haven’t quite yet established a rapport with them)
  1. They receive intentional, strategic emails from the get go (as soon as they sign up, they are entered into your welcome sequence)

What is a welcome email sequence?

A welcome sequence makes the best first impression out of the three options above, and the purpose of it is to create that pleasurable impression and give your subscribers a reason to not only stay on your list, but to open each email.

This series of emails gives them more context for why you are sending emails to them, it can help set expectations for them, and then your job is to deliver on those expectations.

What does a welcome email sequence include?

There are three different types of emails you will send throughout the welcome sequence, and it starts with delivering the offer they signed up to receive. 

#1 – The delivery of the freebie your lead signed up for (whether it was a digital download, a workshop registration, a newsletter subscription, or even a waitlist add) is not officially a part of your welcome email sequence. However, it is the first step to your sequence.

Once they register for the offer and land on your email list, you can simply add a tag to them in your email marketing software of choice that moves them into the welcome email sequence. The main reason you want these two (the delivery and the welcome sequence) separated is so that you can have separate delivery emails based on the product, but you can use the same welcome sequence for each. This streamlines your systems while creating a simple experience for your email subscriber. 

#2 – The first series of emails in your welcome sequence will be their first impressions of your business and a great place to set expectations for them and let them know why they should care and why they should stay.

You definitely want to include little pieces about you so they can get to know you, but the goal is to make these emails more about them. Tease what is to come. Let them know why they are here and what they will gain (the value-add) if they stick around.

#3 – The next series of emails in your welcome sequence will deliver on the promise you give. What value did you tell them you’d provide in the first set of emails? Now it’s time to bring that value. Share quality tips or teach them how to do something. Fulfill on that promise and get your subscriber a quick, noticeable win. 

Example of one of my welcome email sequences

My “GP Entrepreneur Welcome Sequence” has about six emails in it, and it’s geared toward those starting out in business for themselves. Here’s how it’s set up:

  1. The first email greets new subscribers, gives them an option to join my free Facebook community, and asks them to sort themselves into a category so I can help them more effectively: 
  • I’m trying to decide what business to start.
  • I need a system to get my business organized and growing.
  • I want to grow my audience.
  • I need more customers.
  • I want to create an online course.
  • I’ve created a digital product and I need to launch it.
  1. My next email shares a story of where I was when I first started my business to where I am today and gives some free resources to help them to take that next step in their own entrepreneurial journey.
  1. In the third email, I start adding that value! I share how I run my business in 15 hours a week and break it down with exactly how many hours are spent where. My audience LOVES these kinds of emails because they long to work less and earn more.
  1. The fourth email in this series shares about one of the biggest challenges people face when starting a new business, which is finding new customers. I even give some resources and ideas on how to find new ones! 
  1. In the fifth email, I share 19 things I wish I had known before I started my entrepreneurial journey. This is a value-driven email with hopes of helping my new subscribers get a bit more organized as they're starting out. 
  1. The last email in this welcome series lists out different business tools I use and recommend. This is a tips-based email to help business owners find the most effective tools to increase their productivity when just starting out. 

Again, the whole point of the welcome sequence is to give your new subscribers a taste of your brand. If they see you providing value right up front, they are more likely to stick around.

#2 Evergreen sales sequence

The only way businesses make money is… if people buy their products!

But… people aren’t likely to do that unless you ask them. You need a way to tell them about how your product will help them to solve their #1 problem.

It’s not likely you can continue to do this with person-to-person marketing – at least if you’re looking to have flexibility in what you’re doing. When constantly marketing individually, your income really fluctuates because it’s based on how much you are available and pushing your product. When first starting out, person-to-person marketing is effective and recommended, but you won’t have a consistent bottom line if you continue to market that way forever. 

What is an evergreen sales email sequence?

You can solve this problem by leveraging consistent sales with an evergreen sales email sequence, which will sell one or multiple of your products ongoing. You do not have to manually do all the work. Once this sequence is set up, it will automatically run 24/7.

Now, some of your products may only be available certain times of the year, such as a coaching program you run live. But, some of your products are available all the time (or should be), and that’s what you want to promote in an evergreen sales sequence. 

RELATED: How to Plan an Insanely Profitable Sales Funnel

Why is a sequence like this so valuable? 

Say you want to take a vacation with your family but be able to leave your work at home. Or, maybe you get sick and you need to rest. This will prevent the fluctuation in your sales because an automated sequence will sell for you when you can’t be there to do it yourself.

A few years ago, my daughter arrived FOUR weeks earlier than we expected… talk about a shock (a good one, of course). Because of this, I was forced to go on maternity leave nearly a month earlier than I had planned. The good news is that I had my evergreen sales sequences in place, so my business kept making money the whole time I took off to spend with my precious newborn.

If my business relied on me having to live launch in order to make money, it would have been a whole different story for me and my family.

What does an evergreen sales sequence include?

There are a few different types of emails you will send throughout the sales sequence, including some warmup emails, a soft pitch, testimonials, a hard pitch, and a last-chance email.

Evergreen sales sequences will include the following: 

  • 1-3 warmup emails that lead into why your audience might want the product you’re selling. This will help put them in the right mindset to understand the value of the product you’re offering.
  • 1 soft pitch email that introduces your product and why your leads may want it.
  • 1 case study or testimonial to give an example of how your product works. This provides inspiration for your leads and helps convince them that your product does, in fact, work.
  • 1 hard pitch email to share exactly what your product offering is and why they need it.
  • 1 last chance email a few hours before your offer expires that gives them one last opportunity to buy it. This gives a sense of urgency for your leads.

Example of one of my evergreen sales sequences

My “15m Funnel – SS Sales Sequence” is a four-day sequence that includes eight emails promoting my Startup Society membership to entrepreneurs just starting their businesses. They were funneled into the sales sequence through a free “Predict Your Profits” training they registered for. Here’s how the sequence is set up:

  1. Warmup #1 – The first email is their free 15-minute training delivered to their inbox to inspire them to earn more money with their business!
  1. Warmup #2 – This email shares the training video one more time and offers Startup Society for $1 the first month so leads can try it out.
  1. Warmup #3 (sharing case studies) – In this email I ask readers where they want to be in three months and offer a few short case study snippets so they can see others are making things happen. 
  1. Hard pitch #1 (the details) – This email goes into detail about what’s included in Startup Society and how it can help my leads start and build a profitable business in the most simple way.
  1. Hard pitch #2 (answering objections) – This email is all about answering one of the biggest objections I hear when it comes to starting a business: Can I really build a biz in a small amount of time?
  1. Hard pitch #3 (sharing testimonials) – This email offers some screenshot testimonials from students as well as some inspiration for why Startup Society is a game changer for those just starting out. Testimonials and case studies help prove your product works, and they are very powerful and valuable for your sales sequence. 
  1. Hard pitch #4 (answering some FAQs) – In this email I answer some hot questions such as:
    • Who exactly is this program for, anyway? 
    • Who's it NOT for? 
    • How much does it cost? 
    • What's the commitment? Will I be locked in long-term? 
    • How much time is this going to take me? And how long will it take to complete the entire program? 
    • I haven't started my business yet… can I still join? 
    • I don't have a big audience… will Startup Society still work for me?
  1. Last chance email – This email is short and sweet to let leads know that enrollment is closing, and I don’t want them to miss out on their opportunity to have support growing their businesses. I make the offer appealing, and I ask for the sale one last time.

RELATED: How to Create an Evergreen Sales Funnel for Free

#3 Abandoned cart sequence

Have you ever been online browsing, seen something you thought was interesting, clicked on it, looked at it, thought you’d buy the product, put it in your cart, start the buying process… but not clicking submit? Me too… many times!

But WHY didn’t you finish checking out?

Maybe you decided you didn’t want it, or you got distracted, or you still had some unanswered questions before you committed. Believe me, your customers feel the exact same way. Many times it’s just that they get distracted (squirrel!) and forget to come back to it. 

So how do we solve this problem?

With an abandoned cart email sequence. 

What is an abandoned cart email sequence?

You can fix the problem of distraction or unanswered questions and help your customers get the thing they wanted all along with an abandoned cart sequence. This email thread is a way to answer their objections, remind them about the thing in their cart, and offer it to them again.

The two main objections they most likely have are:

  1. Will the product really work?
  1. Will the result be worth the money?

What does an abandoned cart sequence include?

This type of sequence is short and sweet because the main purpose is to remind them of the thing they were looking at (your product), answer any objections they may have, and let them know it’s still available in some form. An important part of this sequence is providing a few more testimonials or case studies from customers to show that the product works and is worth the price. You will most likely only have between two to four emails in an abandoned cart sequence.

Example of one of my abandoned cart sequences

My “Video Creator Academy (VCA): Abandoned Cart” sequence is a short three-day sequence that includes three emails. Here’s how the sequence is set up:

  1. Email #1 –  I follow up with potential customers who leave something in their cart to let them know I noticed they were interested but never finished the purchase. I ask them what’s holding them back from getting started.
  1. Email #2 – I inspire them with ideas of how their videos could be better and ask them not to give up on themselves quite yet. I share that ,with just a little guidance, so much could change in the results they seek. 
  2. Email #3 – In this email I challenge my leads that video creation doesn’t need to be as complicated as they’ve made it in the past and that there is a better option (my product). I ask for the sale one more time because the ask matters.

#4 List clean sequence

An email software program is an investment into your business, and most of them charge based off the number of email subscribers you have on your list. Sending emails to subscribers who are not opening them is not beneficial for either of you. 

It may appear good to have 100 additional subscribers on your list, but if they are not doing anything with the value you’re bringing, you can actually harm your list because emails may just end up in your subscribers’ promotional or spam folders more often if open rates are low.

The average open rate for emails is around 20%, but I think you can do a lot better than that if you have a squeaky clean list you’re working from! What does that mean? It means that you clear out the clutter of people who aren't reading your stuff anyway and cater to those who soak in your weekly emails. 

What is a list clean email sequence?

A list clean sequence will scrub anyone from your email list that hasn’t opened your emails in at least 90 days. When you do this process, you’ll see is higher open rates and a lower monthly bill for your email software. You’ll also have the bonus of staying on Google’s good side so they’ll deliver your emails to subscribers’ primary boxes rather than their junk folders (maybe that's why the open rate is higher too).

What does a list clean sequence include?

This sequence is relatively short as well and should include around three emails to try to re-enegage any subscribers who have gone cold from your list (meaning they aren’t opening your emails). 

You’ll want to perform this list clean sequence every 3-6 months for best results, and it works like this:

  1. Decide who is a potential cold customer – You’ll add a tag to anyone on your list who has been subscribed for at least 30 days but hasn’t opened any email for at least 90 days (excluding customers because you want to keep them on your list to let them know anything relevant to the products they’ve purchased from you). 
  2. Run those with that “cold subscriber” tag through an automated email sequence to try to re-engage them. If they don’t reply or click something inside one of the three emails, after the sequence, you will simply remove them from the list to keep it clean.

Example of one of my abandoned cart sequences

My “Cold subscriber Re-engagement” sequence is a short four-day sequence that includes three emails. Here’s how the sequence is set up:

  1. Every 3-6 months we go through and tag any current cold subscribers with “cold sub re-engagement”
  1. From there, we send them through an automation with three emails that try to re-engage them in a few different ways. 
  1. Email #1 – In my “Is this goodbye?” email, I invite email subscribers to renew their subscription with a click of a button. 
  1. Email #2 – I’ll let them know in this email that I don’t have hard feelings if they choose not to stay on my email list, but I also add the link for them to click if they want to remain active and inside my email community. 
  1. Email #3 – I let them know that they need to open at least one email every 90 days to stay engaged in my email community, otherwise I’ll determine they aren’t interested in the content I’m sending them and discontinue sending emails to them. 
  1. If at any time throughout the three emails they click the re-engagement link, the “cold sub re-engagement” tag goes away, and they receive the “re-activated DO NOT DELETE” tag. This signifies not to wipe them from the account at the end of the sequence.
  1. If the email subscriber does not click a link in any of the three emails to re-activate, they will receive the “cold subscribers DELETE” tag. 
  1. One week after sending email three, we go through and delete any subscribers with the “cold subscribers DELETE tag.”

You did it! You successfully cleaned out your email subscriber list!

Email marketing is a great way to draw more traffic into your sales funnels, and your business needs these four email sequences set up and working so you can consistently make money every single month and not have to worry about that income fluctuating if you need to step away from the business for any reason or time. 

Take the time this week to create your welcome, sales, abandoned cart, and clean list sequences because they are exactly what you need to work less and earn more!

Gillian Perkins

Hi, I’m Gillian! I’m a marketing strategist who helps online entrepreneurs 10X their sales with FB ads + sales funnels. I love combining tech, analytics, and psychology to create powerful marketing systems. When I’m not helping my clients scale their businesses, I’m spending time with my husband and two little boys, exploring new places, or seeking out choice espresso.

FREE live business strategy workshop coming up!