Email Sequence Template

What it is

A structured framework for creating email sequences—typically 5-10 emails sent over 2-4 weeks that guide a reader through a progression of ideas, building trust and moving them toward a desired action.

Rather than sending random promotional emails, email sequences tell a story: establish credibility, address objections, build desire, and create urgency for action. Each email has a specific role in that narrative arc. This approach significantly outperforms single-email campaigns, typically seeing 2-5x higher conversion rates.

The template covers lead nurture sequences, customer onboarding, win-back campaigns, and product announcement series.

When to use it

Use when:

• You want to convert leads with multiple touchpoints
• Onboarding new customers and ensuring activation
• Re-engaging inactive users or past customers
• Announcing a product launch with build-up and urgency
• Your sales cycle requires education before conversion

Don’t use when:

• You’re sending one-off announcements or newsletters
• Your audience prefers minimal email frequency
• You lack automation or email platform capabilities
• Your relationship is already established and trust is high
• You’re running a promotional blast

Inputs needed

Before starting, gather:

1. Campaign goal: What do you want subscribers to do by email 10?
2. Target audience: Who’s receiving this? Where are they in the journey?
3. Key objections: What hesitations or concerns might they have?
4. Supporting assets: Blog posts, videos, case studies, testimonials available
5. CTA strategy: What’s the primary action (download, demo, purchase, etc.)?
6. Sending schedule: How many emails per week? What days/times?

---

The template

Email Sequence Strategy

Sequence name: _____________________________

Objective: ☐ Lead Nurture ☐ Onboarding ☐ Win-back ☐ Product Launch ☐ Education

Target audience: _____________________________

Primary goal (by end of sequence): _____________________________

Success metric: [Open rate __% | Click rate __% | Conversion to ____ | ____ sign-ups]

Sending frequency: ☐ Daily ☐ Every other day ☐ 2x per week ☐ Weekly

Sequence length: [NUMBER] emails over [TIMEFRAME]

---

Email Arc & Progression

Email #	Day sent	Subject line angle	Email type	Primary CTA	Success metric
1	Day 0	Hook/welcome	Welcome
2	Day 1	Establish credibility	Education
3	Day 2	Address objection	Social proof
4	Day 3	Build desire	Benefit showcase
5	Day 5	Urgency + FOMO	Limited offer/scarcity
6	Day 7	Testimonial/success	Case study
7	Day 9	Objection handling	FAQ/comparison
8	Day 11	Last chance	Deadline urgency
9	Day 14	Re-engage inactive	Fresh angle
10	Day 21	Final push	Offer expiration

---

Individual Email Templates

Email 1: Welcome & Hook

Subject line type: Personal, curious, benefit-focused Examples: “You’re in. Here’s what’s next.” | “Why [Audience] is switching to [Solution]” | “[Person], quick question…”

Tone: Warm, welcome, no hard sell

Structure:

• Opening: Personal greeting, validate their choice
• Hook: Why they made a good decision, what they’re about to discover
• Body: 2-3 paragraphs max. Establish what’s coming over the next [X] days
• Soft CTA: “Read on below” or social proof quote
• Signature: Personal name, not branded

Word count: 100-150 words Visual: 1 image (branded, friendly)

---

Email 2: Establish Credibility & Authority

Subject line type: Insight, stat, or surprising fact Examples: “Most [Audience] don’t know this…” | “We analysed 1,000+ [Situations]. Here’s what we found.” | “Why [Industry leader] uses [Approach]”

Tone: Educational, knowledgeable, helpful

Structure:

• Opening: Acknowledge a common belief or challenge
• Insight: Share a finding or perspective that’s valuable
• Context: Why this matters to them specifically
• Supporting evidence: Data, research, or expert quote
• Implication: What this means for them
• CTA: “Discover how to apply this” (link to blog post or resource)

Word count: 150-200 words Visual: Data visualisation, stat graphic, or expert image

---

Email 3: Address Primary Objection with Social Proof

Subject line type: Objection directly addressed, social proof angle Examples: “Is [Solution] too expensive?” | “How [Similar company] solved [Common problem]” | “What if you could [Desired outcome] in 30 days?”

Tone: Understanding, peer-to-peer, relatable

Structure:

• Opening: Name the objection or concern
• Validation: “You’re right to wonder…” or “This is the #1 question we get”
• The answer: Brief explanation of how the concern is addressed
• Social proof: Customer quote addressing that exact concern
• Why it works: The mechanism or logic
• CTA: “See how [Customer] got [Result]” (link to case study or testimonial)

Word count: 150-200 words Visual: Customer photo, testimonial graphic, or case study preview

---

Email 4: Build Desire with Benefits & Vision

Subject line type: Result/vision focused, emotional appeal Examples: “Imagine waking up without [Problem]” | “How [Customer] now spends her time” | “The [Solution] effect”

Tone: Aspirational, inspiring, benefit-focused

Structure:

• Opening: Paint a picture of the desired outcome
• Current reality: Contrast with what life looks like now
• Future reality: Vivid description of what changes when [Solution] is in place
• Proof: Example or story of someone who’s there
• The path: It’s not just magic—here’s what makes it work
• CTA: “See it in action” (link to demo, video, or comparison)

Word count: 150-200 words Visual: Lifestyle image, before/after visual, or customer testimonial video

---

Email 5: Introduce Offer with Urgency & FOMO

Subject line type: Limited time, exclusive, scarcity Examples: “[X]% off ends Thursday” | “Early bird pricing closes Friday” | “Only [X] spots left”

Tone: Urgent but not panicky, exclusive, exciting

Structure:

• Opening: Why you’re making this offer (limited time, launch special, etc.)
• What’s included: Clear breakdown of offer contents
• Why now: Why the timing matters, what they gain by acting now
• The cost & value: Price and what they’d normally pay or what value they’re getting
• Social proof: How many have already taken action
• Deadline: Crystal clear when this ends
• CTA: “Claim your spot” (strong, action-oriented link)

Word count: 150-200 words Visual: Offer graphic, countdown timer, or social proof (e.g., “325 have joined”)

---

Email 6: Share Detailed Success Story / Case Study

Subject line type: Specific result + name or industry Examples: “[Customer] went from [Problem] to [Result]” | “How a [Company size] [Company type] increased [metric]” | “Real story: [Customer] on what changed”

Tone: Detailed, specific, proof-focused

Structure:

• Opening: Introduce the company/person and their starting situation
• The challenge: Specific obstacle they faced
• The approach: What they did differently
• The results: Quantified outcomes with timeline
• Key insight: The single most important thing they did
• Quote: Powerful statement from the customer
• Relevance: Why their situation is similar to reader’s
• CTA: “Start your own story” (link to getting started)

Word count: 250-300 words Visual: Customer photo, before/after charts, testimonial video embed

---

Email 7: Handle Remaining Objections / FAQ

Subject line type: Objection directly, FAQ angle, comparison Examples: “Answered: [Common question]” | “[Solution] vs [Alternative]: Head-to-head” | “The 5 questions we get most”

Tone: Honest, clear, no-nonsense

Structure:

• Opening: Acknowledge this is the thinking stage
• FAQ format: 3-4 most common questions with short, clear answers
• Comparison: If relevant, show how you compare to other options
• Hidden objections: Address the things people think but don’t ask
• Guarantee or confidence building: What backs your solution?
• CTA: “Ready to decide?” or “Schedule a conversation”

Word count: 200-250 words Visual: Comparison chart, feature checklist, or FAQ graphic

---

Email 8: Scarcity & Final Call with Deadline

Subject line type: Very specific deadline, last chance language Examples: “Offer expires in 24 hours” | “[Offer] ends tonight at midnight” | “Last call for [Bonus/Offer]”

Tone: Urgent, direct, motivating

Structure:

• Opening: [Offer] expires [EXACT TIME and timezone]
• Recap benefit: Quick reminder of why this matters
• Stakes: What they miss by not acting
• How many left: If applicable, numbers create urgency
• One more reason: A final benefit or bonus they haven’t heard
• Simple path: One clear CTA
• Final CTA: “Claim before it’s gone” (create immediate action pressure)

Word count: 100-150 words Visual: Countdown graphic, bold deadline banner, or urgency visual

---

Email 9: Pause & Re-engage (for non-openers/non-clickers)

Subject line type: Fresh angle, curiosity, “Did I miss you?” Examples: “Did this get lost?” | “Quick question…” | “[New benefit] you haven’t heard about”

Tone: Casual, non-pushy, helpful

Structure:

• Opening: Acknowledge they might have missed previous emails
• Fresh angle: Different approach or benefit not yet mentioned
• Proof: New or different social proof
• Ease of action: Make it super simple
• Soft offer: Lighter CTA than the hard push
• Curiosity angle: What will they learn if they take action?

Word count: 100-150 words Visual: Different image than previous emails

---

Email 10: Final Deadline & Archive

Subject line type: Absolute final, offer expiring, archive/preserve Examples: “This expires TODAY” | “After 11:59 PM, this offer is gone” | “Last 3 hours”

Tone: Respectful but final, empowering

Structure:

• Opening: This is the absolute last notification
• Deadline: Exact time when offer/access ends
• Why they might act now: Practical reasons (won’t get another chance, access goes away, price increases)
• What happens next: If they don’t act, what occurs?
• Path forward: One clear CTA
• Alternative: “Not now” or “I’ll wait” sets different expectation

Word count: 100-150 words Visual: Bold deadline graphic, final offer visual

---

Sample Email Sequence Map (Lead Nurture)

Email 1 (Day 0): Welcome - "You're in. Here's what I'm about to share"
Email 2 (Day 1): Insight - "This changed how we think about [Topic]"
Email 3 (Day 2): Social proof - "How [Competitor] solved [Problem]"
Email 4 (Day 3): Vision - "Imagine if you could..."
Email 5 (Day 5): Offer - "[Limited offer] available this week"
Email 6 (Day 7): Case study - "[Customer] went from $X to $Y"
Email 7 (Day 9): FAQ - "Questions we get most"
Email 8 (Day 11): Scarcity - "Offer expires Thursday"
Email 9 (Day 14): Re-engage - "Did this get lost?"
Email 10 (Day 21): Final - "Offer expires tonight"

---

AI prompt

Base prompt

You are an email marketing strategist. Create a [NUMBER]-email sequence for [CAMPAIGN TYPE: lead nurture/onboarding/win-back/launch].

Sequence context:
- Target audience: [AUDIENCE]
- Primary goal: [GOAL]
- Timeframe: [DURATION]
- Key message: [CORE MESSAGE]
- Supporting assets available: [ASSETS]
- Current objections: [OBJECTIONS]

Create a detailed email sequence that:
1. Follows a narrative arc from introduction to action
2. Each email has a distinct purpose (education, credibility, social proof, urgency, etc.)
3. Includes specific subject line angles for each email
4. Maps where key assets (blog posts, case studies, videos) should be linked
5. Specifies send timing (what day each email goes out)
6. Includes the email body outline (not full copy, but structure and key points)

For each email, suggest the approximate word count, primary CTA, and success metric.

Prompt variations

Variation 1: Lead nurture focused

Create a 7-email lead nurture sequence for [PRODUCT/SERVICE]. The sequence should guide [AUDIENCE] from awareness to qualified lead. Key benefits to communicate: [BENEFITS]. Primary objections to address: [OBJECTIONS].

Variation 2: Onboarding sequence

Create a 5-email customer onboarding sequence that activates new users of [PRODUCT]. The sequence should guide them through: [STEPS]. Obstacles to adoption: [OBSTACLES]. Success looks like: [SUCCESS METRIC].

Variation 3: Win-back campaign

Create a 4-email win-back sequence for customers who [INACTIVE BEHAVIOUR]. The sequence should remind them of value, introduce new features/benefits: [NEW VALUE]. Primary reason they might come back: [REASON].

Variation 4: Product launch sequence

Create an 8-email launch sequence for [PRODUCT/FEATURE]. Build anticipation in emails 1-3, announce and educate in emails 4-6, drive conversion in emails 7-8. Key benefits: [BENEFITS]. Target customer segment: [SEGMENT].

Variation 5: Short & urgent

Create a 3-email quick sequence for [OFFER]. These should generate immediate action within 3 days. Email 1: introduction, Email 2: social proof, Email 3: deadline. What makes this urgent: [URGENCY].

---

Human review checklist

• Clear sequence arc: Does the sequence have a logical progression from intro to action?
• Each email has distinct purpose: No two emails feel like they’re saying the same thing?
• Subject lines compelling: Would you open these emails if you received them?
• Objections genuinely addressed: Does email 3/7 actually address real customer concerns?
• Social proof authentic: Are testimonials and case studies genuinely relevant to audience?
• CTAs clear and distinct: Does each email have a single, clear action?
• Timing realistic: Can subscribers digest each email before the next arrives?
• Assets mapped: Are blog posts, videos, case studies linked at appropriate moments?
• Tone consistent: Does the sequence maintain brand voice throughout?
• Conversion path logical: Would someone naturally progress from email 1 to final CTA?

---

Example output

Sequence name: “SaaS Platform Product Launch”

Objective: Lead Nurture → Demo Request

Target audience: Mid-market marketing leaders considering marketing automation

Primary goal: 100 demo requests by end of sequence

Email #	Day	Subject line	Angle	CTA
1	0	”You’re invited to see something new”	Welcome	––
2	1	”Why our biggest competitor just changed strategy”	Education	Read blog post
3	2	”How GrowthCo saved 20 hours/week”	Social proof	Watch 2-min case study
4	3	”Marketing automation that actually feels human”	Vision	See product demo video
5	5	”Early access: 30% off for founding members”	Offer + scarcity	Claim founding member spot
6	7	”From stalled deals to $2.3M in new revenue”	Case study	Download full case study
7	9	”Answered: How is this different from HubSpot?”	FAQ/comparison	View comparison chart
8	11	”Early access pricing expires Friday at 5pm”	Deadline urgency	Request demo
9	14	”We noticed you haven’t watched the demo”	Re-engagement	Watch 5-min overview
10	21	”Last 12 hours for founding member pricing”	Final deadline	Lock in pricing now

Email 1 Sample Structure:

• Subject: “You’re invited to see something new”
• Body: Warm welcome, explain what’s coming over next 3 weeks, set expectation for emails
• CTA: “Read on below” (soft, no link)

Email 5 Sample Structure:

• Subject: “Early access: 30% off for founding members”
• Body: Explain founding member programme, what’s included, why the limited timeframe (launching publicly next month), social proof of others joining
• Visual: Clean offer graphic
• CTA: “Claim your founding member spot”

---

Related templates

• Blog Post Outline Pack – Source blog content linked in sequences
• Social Post Variants – Promote email sequence on social channels
• Content Repurposing Matrix – Repurpose case studies and assets into email content
• Content Calendar (Monthly) – Schedule email sequences alongside other content
• Two-Week Sprint – Plan sequence launch in sprint cycles

---

Tips for success

Create a narrative arc, not a list of pitches Each email should feel like the next chapter in a story, not a repeat of the sales pitch. Email 2 should make you curious for email 3. Email 5 should feel like the natural next step after email 4.

Space emails based on reader behaviour Don’t send all 10 emails in a week. Most sequences benefit from 2-3 days between emails early on, then daily urgency near the deadline. Give people time to read, click, and return.

Map assets before writing emails Identify which blog post, case study, video, or resource goes in which email before you start writing. This ensures each email has clear, valuable CTAs rather than vague “learn more” links.

Use different subject line angles If all 10 subject lines are benefit-focused, subscribers get fatigued. Vary your angles: curiosity, education, social proof, urgency, question format, number-based. Variety increases open rates.

Personalise where possible, but authentically First name tokens are fine; invented backstories are not. If you don’t have real personalisation data, it’s better to speak authentically to the general audience than to fake intimacy.

---

Common pitfalls

Making the sequence too salesy, too fast If you pitch in emails 1-3, people unsubscribe in email 4. Build credibility and trust first. The hard sell comes after you’ve established value and addressed objections.

Creating too-long email bodies Most email sequences perform best with 100-200 word emails (not counting signature). If you have lots to say, let the CTA link to longer content. The email introduces; the link delivers depth.

Forgetting to re-engage non-openers Not everyone opens every email. Email 9 is designed specifically for people who didn’t engage earlier. It’s a different angle, a fresh hook. Don’t just repeat what didn’t work.

Ignoring the “too many emails” objection Some readers will feel bombarded. Build in an opt-down option (“Just send the essentials”) or an obvious unsubscribe. Respecting choice actually increases conversion.

Not tracking individual email performance If email 4 has 15% opens and email 6 has 45%, study why. Are subject lines the difference? Content angle? Timing? Each sequence teaches you something if you measure it.