Email Sequence
A series of automated emails triggered by a specific action, designed to guide recipients toward a goal.
An email sequence is a series of automated emails sent in a predetermined order, typically triggered by a specific user action such as signing up, making a purchase, abandoning a cart, or requesting information. While often used interchangeably with "drip campaign," email sequences tend to be more behavior-triggered and goal-oriented, while drip campaigns are often time-based and educational.
Common email sequence types include: welcome sequences (triggered by sign-up), onboarding sequences (triggered by account creation), testimonial request sequences (triggered by positive feedback or usage milestones), cart abandonment sequences (triggered by incomplete purchases), and re-engagement sequences (triggered by inactivity). Each type follows a proven structure optimized for its specific goal.
Effective email sequences share several characteristics: clear purpose for each email, logical progression from one message to the next, personalization based on recipient behavior or attributes, compelling subject lines, and clear calls-to-action. The spacing between emails matters — too frequent and recipients feel overwhelmed; too sparse and they lose momentum.
Testimonial request sequences deserve special attention because they directly impact a business's social proof pipeline. The most effective testimonial request sequences include 3-4 emails: an initial request with a direct link to the recording or submission page, a reminder after 3-5 days with a different angle or simplified option, a final follow-up with a specific prompt or question to make responding easier, and optionally, an incentive offer for those who haven't yet responded. This sequence approach typically increases response rates from 5% (single email) to 15-25%.
Frequently Asked Questions
What is the ideal spacing between emails in a sequence?
Spacing depends on urgency and context. For testimonial request sequences, send the initial request, wait 3-5 days for the first follow-up, then 5-7 days for the final reminder. For onboarding sequences, daily or every-other-day emails are appropriate during the first week. For lead nurturing, 3-5 day intervals work well. Cart abandonment sequences should be more aggressive — 1 hour, 24 hours, then 72 hours. Always monitor engagement metrics and adjust spacing based on response patterns.
How do you write an effective testimonial request email sequence?
Email 1: Personal, warm request explaining why their feedback matters, with a direct link to the testimonial form. Email 2 (3-5 days later): Shorter reminder with a different angle — perhaps a specific question they could answer. Email 3 (5-7 days later): Final ask, possibly offering an alternative format (text instead of video) or a small incentive. Keep each email under 150 words. Personalize with their name and specific product usage details. Send from a real person, not a generic address.
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