A sales email sequence, when done correctly, can greatly boost response rates and drive conversions.
If your email marketing campaigns aren’t delivering the expected results, the issue may not be what you're offering, but how you’re presenting. Fine-tuning your email sequence can make a big difference.
In this guide, we'll walk you through the steps to create an effective email sequence. You'll get practical tips and templates to help you win over customers.
Let’s get started.
Table of Contents
What is a sales email sequence?
A sales email sequence is a series of emails sent by a salesperson or sales team to prospects over time. They’re meant to guide potential customers through the sales funnel, gradually moving them from initial interest to final purchase.
Think of it as building a relationship. Just like you wouldn't propose on a first date, you wouldn't immediately pitch your product. Instead, you start with a conversation, build rapport, and then, over time, guide the prospect toward making a decision.
The goal isn’t just to make a sale but to keep the conversation going, provide value, and address pain points at every step. By doing this, you build trust and position yourself as the go-to solution when they’re ready to buy.
4 Main types of sales email sequences
Different sales scenarios require different email approaches. Let’s look at the most common types of email sequences to help you choose the right strategy for your needs.
1. Cold email sequence
A cold email sequence targets prospects who haven’t interacted with your brand yet. The goal is to warm up these cold prospects and eventually turn them into hot leads, which is a key part of your sales outreach.
Cold emailing can be challenging because you’re starting with no prior relationship. So your approach needs to be strategic and thoughtful. Keep it brief, personal, and direct. Rather than pushing for a sale right away, focus on building trust and interest.
Key tips
- Highly personalize. People can tell if they’re just part of a mass email. A simple mention of their name, role, company, or industry can make a big difference in how your email is received.
- Space out your emails. Send them close enough to stay relevant, but far enough to avoid being annoying. A good rule of thumb is a few days to a week between emails.
- Use clear subject lines. Keep them clear and to the point. Avoid clickbait.
- Keep it short. People are busy. If they open your email and see a wall of text, they’re likely to skip it. Stick to a few sentences that get straight to the point.
- A/B test. Not every cold email sequence will work the first time. Experiment with different approaches, see what gets the best response, and optimize as you go.
Related: Discover the best cold email software
2. Lead nurturing sequence
A lead nurturing email sequence targets people who have shown some interest in your business but aren’t ready to buy yet.
Maybe they signed up for your newsletter, downloaded a resource, or attended a webinar. They know who you are, but they’re still on the fence.
The goal here is to maintain visibility, build trust, and guide them closer to making a decision.
Key tips
- Be consistent. Stay in touch regularly, but don’t overwhelm them. A steady flow of emails over weeks or months keeps you top of mind without being intrusive.
- Tailor your messages. Email personalization doesn’t stop at the cold sequence. Do your homework about the lead and tailor your messages based on what you know.
- Focus on value. Each email should offer something useful, be it knowledge, a tool, or a case study. Make sure your lead gets something out of every interaction.
- Provide clear next steps. Make it easy for them to know what to do next with a clear call to action.
Further reading: A case study on using Brevo email sequencing for lead generation.
3. Re-engagement sequence
At some point, you’ll have leads who’ve gone cold. They might have subscribed to your emails, signed up for a trial, or even made a purchase in the past, but now they’re inactive. This is where a re-engagement sequence comes in.
Warm up these leads by reminding them of your value and encouraging them to re-engage with your business. This could be opening your emails, visiting your website, or making another purchase.
Key tips
- Be personal and understanding. Acknowledge that life gets busy, and there are many reasons someone might have gone quiet. Approach your emails with understanding and a genuine desire to reconnect, rather than just pushing for a sale.
- Remind them of value. People need a good reason to re-engage. Remind them why they signed up or purchased in the first place and highlight any new benefits or features they might have missed.
- Create urgency without pressure. Offering a special deal can motivate action, but make sure it doesn’t come across as desperate. The offer should feel like a genuine perk.
- Keep it simple. Don’t overwhelm them with too much information. Your emails should be easy to read and focused on one goal — getting them to re-engage.
- Respect their decision. Not everyone will want to re-engage, so make it easy for them to unsubscribe if they’re no longer interested. It’s better to have a smaller email list of engaged contacts than a large list of people who never open your emails.
4. Upsell/cross-sell email sequence
When a customer makes a purchase or shows interest in a product or service, they’ve already put their trust in your brand. This is your chance to introduce them to additional products or services that complement their purchase.
An upsell suggests a more premium version or an upgrade of what they’ve bought. A cross-sell, on the other hand, introduces them to related products or services that can complement their original purchase.
The purpose here is twofold: you’re helping the customer get more out of their initial purchase while also boosting your revenue.
Key tips
- Be relevant. Your recommendations should be closely related to the customer’s original purchase. Irrelevant recommendations can come off as spammy.
- Highlight the benefits. Focus on how the upsell or cross-sell will benefit the customer, and not just on increasing their bill. Show them the added value they’ll receive.
- Be precise with timing. Send these emails when the initial purchase is still fresh in their mind, but not too soon that it feels like a hard sell. A few days after the purchase is a good time to start.
- Personalize your approach. Use the customer’s purchase history and behavior to tailor your recommendations.
- Avoid coming across as insistent. Present your offers as helpful suggestions rather than a sales-driven push. The tone should be informative and supportive, helping the customer make the best choice for their needs.
8 Steps to create an effective sales email sequence
Now that we’ve covered the different types of sales email sequences, let’s talk about how to create one that will bring you results.
1. Set your goal
Before you start writing, be clear about what you want to achieve with your email campaign. Are you looking to acquire new customers, generate leads, convert warm prospects, or upsell existing customers? Your goal will shape everything, from the tone of your emails to the call to action.
2. Segment your audience
For instance, if your goal is lead generation, consider offering a valuable resource, such as an eBook, webinar, or free trial, in exchange for contact information.
Not all prospects are the same. Segment your email list by factors like behavior, interests, and demographics.
This increases the chances of engagement because it speaks directly to the recipient’s unique situation.
Example segments:
- New subscribers. People who’ve just signed up for your email list.
- Existing customers. People who’ve already purchased but might be open to cross-sells.
- Leads who downloaded a resource. People who’ve engaged with your content but haven’t yet converted.
3. Plan your sequence
How many emails should your sales sequence have? Well, the number varies depending on your business type, the complexity of your offering, and your sales cycle. For instance, a B2C ecommerce business may need a shorter sequence compared to a B2B SaaS company.
But a good starting point is at least four emails in one outreach sequence. A typical sequence includes an intro, a follow-up, a value-driven email, and a final email.
You can start with a welcome email sequence that introduces your product, followed by emails that address common questions, share testimonials, and finally, encourage them to take the next step.
Make sure each email has a clear purpose and moves the prospect closer to making a decision.
4. Write enticing subject lines
Your subject line is your first (and sometimes only) chance to get someone to open your email. Keep it short, clear, and compelling. Avoid gimmicks or tricks, as they often lead to unsubscribes.
Try Brevo’s free AI email generator to help you create engaging subject lines.
5. Write engaging email content
Your email content should be concise, relevant, and value-focused. Use a conversational tone, and add a bit of personality. Remember, the goal is to build a relationship, not just to make a sale.
Offer valuable content, which could be in the form of a helpful tip, a case study, a special offer, or a piece of content that addresses the recipient’s needs. The more value you provide, the more likely they are to engage with your emails.
6. Include a clear call to action (CTA)
Every email should have a clear, simple action you want the recipient to take.
It could be clicking a link, scheduling a demo, or downloading a resource; make sure your call to action is easy to understand and follow.
7. Automate your sequence
Use a CRM or marketing automation software like Brevo to automate the sequence.
Such an email marketing automation tool allows you to follow up with prospects at scale without having to manually hit "send" repeatedly.
For example, you can set your automated email sequences to run every few days, adjusting the timing based on how prospects interact with previous emails.
8. Test and adjust
After your sequence is up and running, monitor the metrics. Look at open rates, click-through rates, and conversion rates to gauge performance. If an email isn’t getting the response you hoped for, try A/B testing subject lines or CTAs, and optimize based on what works best.
Example of a cold sales email sequence
When setting up a cold email sequence, it should follow your sales process closely. Here are some cold email templates to help you get started:
1. Introduction
This is your first email with the prospect. The goal is to introduce yourself and your company, address a specific issue they might be facing, and suggest that your product or service could be the answer. The idea is to get them interested without overwhelming them.
Subject: Quick idea to help [prospect's company] with [specific problem]
Hello [first name],
I’m [your name] from [your company], and I came across [prospect's company] while researching [industry]. I noticed you might be dealing with [specific problem], and I think we have something that could help.
Would you be open to a quick call to see if our [product/service] could make things easier for you?
Looking forward to hearing from you!
Cheers,
[your name]
[your contact information]
Why it works: It’s friendly, direct, and professional, addressing a potential issue without pushing too much. It offers a straightforward solution that might catch their interest.
2. First follow-up
The first follow-up email sequence is meant to gently remind the prospect about your initial email and encourage a response. It shows you're still interested without being too persistent.
Subject: Still on the table, any thoughts?
Hi [first name],
I wanted to follow up on my last email to see if you had a chance to consider my suggestion. I’m confident [your company] can help [prospect's company] with [specific problem].
If you're open to discussing this further, I’d be happy to coordinate a time that suits you. How does [alternative date and time] sound?
Looking forward to hearing from you and wishing you a wonderful day!
[your name]
[your contact information]
Why it works: It’s polite and keeps the conversation going, giving the prospect another chance to respond.
3. Second follow-up
This email adds value by sharing relevant resources like a case study or success stories. It helps build credibility and shows that you’re offering a proven solution.
Subject:Thought you might like this
Hi [first name],
I wanted to share something I think you’ll find useful — a case study about how we helped [similar company] overcome [specific problem] and achieve [specific result].
[link to case study]
If this sounds interesting, I’d be happy to chat about how we can do something similar for [prospect's company].
Best regards,
[your name]
[your contact information]
Why it works: By providing useful resources, this email builds trust and shows the prospect that you're genuinely interested in helping them solve their problem.
4. Final follow-up
The final email is your last attempt to engage the prospect in this sequence. It gives them one more chance to respond while making it clear that you won’t continue reaching out if they’re not interested.
Subject:Last chance to connect
Hi [first name],
I know things get busy, so I wanted to reach out one last time to see if there’s an opportunity for us to connect. If now isn’t the right time, no worries, I’m happy to touch base again later.
If you’re open to it, let’s set up a quick chat this week. How does [specific date and time] sound?
Looking forward to hearing from you.
Have a great day!
[your name]
[your contact information]
Why it works: This final follow-up is respectful of the prospect’s time while giving them one last chance to engage. It’s friendly and leaves the door open for future communication without being too insistent.
Best practices for writing sales email sequences
1. Know your audience
Before you start writing, take the time to understand who you're reaching out to. What are their pain points? What do they care about? What is their stage in the buying process? The more you know about your target audience, the better you can tailor your message to speak directly to their needs.
For example, if you’re selling a project management tool to small business owners, you’ll focus on how it saves time and reduces stress — things that matter to them.
2. Use social proof wisely
Testimonials, case studies, and reviews can help your audience feel confident about their decision but use them sparingly.
Highlight one strong, accurate, verifiable, and relevant example to the prospect’s situation.
3. Spark curiosity
Curiosity is a great way to drive engagement. Offer a teaser that encourages the recipient to take action. This could be an insight, a surprising fact, or something they might not know.
For example: We’ve identified a trend that could change how you approach [specific task]. Want to know more? This captures interest and encourages the recipient to keep reading.
4. Prioritize mobile-friendliness
With nearly half of all emails being read on mobile devices, adapt your content to ensure it's easily viewable on smartphones and tablets.
Keep paragraphs brief (two sentences at most) and use bullet points to break up text. Use buttons for your CTAs, not hyperlinked text. Avoid large images that could slow down loading times.
5. Include a P.S line
Many people skim emails, and the P.S. line often grabs their attention. Use this space to reinforce your key point or highlight a benefit.
If you’re offering discounts or freebies, mention them here to ensure they’re noticed.
For example, in your email, you could say: P.S. While you're considering, remember that our tool has delivered an ROI of 20%. That’s a stat that captures attention.
6. Create a sense of progression
Make each email build on the last. This creates momentum and moves the prospect forward. Avoid repeating yourself, make sure each email introduces a new idea, benefit, or piece of information.
Start with an overview of the problem, then show how your solution addresses it, followed by real-world examples, and finally, outline the steps to get started.
This creates a natural flow that helps move your prospect closer to making a decision.
7. Humanize your emails
Let your personality come through to make the interaction feel more genuine. A touch of humor or a casual comment can go a long way.
For example, instead of just signing off with your name, you could say: Looking forward to connecting. Here’s a bit more about me [LinkedIn link].
8. Test and optimize
Even the best sales email sequence can be optimized. Test everything: subject lines, number of emails, email lengths, CTAs, design elements to see what works best.
Ready to transform your sales approach?