How to use email sequences in your digital marketing

by Alex Cleanthous - Get more articles like this sent to your email here

When I first started in online marketing, email marketing was a huge deal…

And it still is.

In the latest episode of Web Profits TV I share how to make the most of email sequences and email automation tools.


I started marketing online back in 2001 and the first thing I learned about was AdWords.

The second thing was email sequences.

And that’s what I’m going to be speaking about today. Specifically:

  • Why you should use email sequences.
  • The types of companies that can use email sequences.
  • What your emails should look like.
  • The features of any email marketing software that you use.
  • And the email marketing platforms that I recommend.

So what is an email sequence? An email sequence is a set of automated emails that are sent based on either time or action.

From a time perspective it can be sent immediately, after 7 days, after 30 days, after 6 months, after 7 years. From an action perspective it could be sent after they’ve opened a specific email or after they’ve engaged on your website. To get the best results you want to combine both time and action based emails.

So what kind of companies can use email sequences?

Well, the top 3 are software, e-commerce, and services.

If you’re a software company you can use email sequences to onboard a new customer, for example.

If you’re an e-commerce company you can send reminders after 30, 60, or 90 days reminding people to buy again.

And if you’re a service based company you can have a sequence that supports your sales staff and how they interact with your prospects.

So what should your emails look like?

Well, if you’re an Ecommerce company they need to be highly designed so they match your site, so they show your products effectively, because that’s what people expect.

If you’re a software company or a service based business it should be a personalised email that’s sent from a specific individual.

The key here is to make it look and sound like you’re emailing them personally, but you automate it according to a certain time or specific actions that they take.

They’re the two kinds of emails I’d be using.

So what do you need to launch an email sequence?

Well, you need email marketing software that has functionality that allows you to automate the sending of emails. The good news is most email marketing software has it. But some of the things which you need to look for is that it allows segmentation.

It allows you to move people through sequences according to actions that they take.

You need to be able to score leads inside of the database according to how frequent they interact with you because that then allows you to increase the frequency of your emails.

It’s ideal if you can connect to Zapier, which allows you to connect to other software online.

And you want the ability to send a broadcast email to people who are not in a sequence. That way you can send specials or offers and not interrupt the experience of people who are part of an existing sequence.

So what software do I recommend?

I’ve used a lot of software over the years, but I haven’t used all of them. The ones I’d recommend:

The first one is Mailchimp, which is good for everyone. It’s simple, it’s free up to 2,000 users, and its automation is good for most companies out there.

The one up from there is all the features which I’ve spoken about and it’s the software that we use here at Web Profits.

If you have a development company and if you have a huge audience you would go to super powerful, but you do need a developer for that.

If you have a software company you need to be using because that completely integrates to how people are interacting with your software and allows you to send them emails at certain stages of the journey.

I have used in the past, but it is a huge application and sometimes it’s not as easy to set up but it does have all the features that I’ve just spoken about.

So, what next?

What I’d recommend is you start to become curious about what other companies are doing. That promotions folder in Gmail, if that’s what you use, that has all of the marketing messages from all of the companies that you’ve subscribed to over the years, spend some time in there. And have a look at what people are sending have a look if you can spot the automation

And subscribe to the top companies in your field and really start to understand exactly what they’re doing because here’s the thing you can only see what they’re doing if you subscribe because it’s personalised to you and how you interact with them.

That’s what I’d recommend.

Have fun.

About the show

Web Profits is a full service online marketing agency with over 80 data-driven specialists. Built on a culture of innovative, strategic and intuitive thinking, Web Profits focuses on achieving successful, performance-based results online.

Web Profits TV is our way of helping business owners, C-level executives and marketing professionals grow a business using online marketing, with a particular focus on social media, online advertising, content marketing and conversion rate optimisation. You can use this information to implement the strategies yourself or to help you know what to expect from anyone you hire to do it for you.

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Alex Cleanthous

Alex Cleanthous

Director of Strategy + Innovation at Web Profits
Alex Cleanthous is Director of Strategy + Innovation at Web Profits. With more than 17 years experience in the digital space, Alex is responsible for ensuring that Web Profits stays at the forefront of digital strategy and execution. With offices in Australia, Singapore and the United States, Alex focuses on driving growth across all regions, as well as identifying and expanding into new markets and new industries. Alex lives, loves and breathes strategic design thinking and bringing innovative solutions to life through end-to-end implementation.

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