What makes an email sequence actually work
Most email sequences fail at the structural level. They are written as a series of separate announcements rather than as a connected narrative with a purpose. Each email should advance the reader toward a decision, not just fill space in their inbox.
The first thing we examine in any email brief is the activation milestone. What does the reader need to do, feel, or understand by the time they reach the last email? Everything works backward from that point.
We write sequences for onboarding, welcome, nurture, cart abandonment, re-engagement, and post-purchase. The structure, length, and tone vary significantly between these contexts, which is why a one-size template approach almost never works.
- Up to 7 emails per sequence
- Subject line and preview text included
- Annotated draft explaining structural choices
- Delivery format: Google Doc or plain text
How we approach subject lines
Subject lines are not a formula. The correct subject line depends on the list, the send context, what came before in the sequence, and what you need the reader to do. We write two subject line variants for each email so you can test.
Open rate is not the only goal. An email that gets opened and does not move the reader toward action is no better than one that is ignored. We optimise for click-to-open rate, not just open rate in isolation.