How to Create the Perfect Email Sequence (with templates!)
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You may be wondering if emails are even worth the trouble and if people read them at all. We’re here to tell you a resounding YES! Not only do emails still convert to sales at a 15% rate, they’re the one place you can reach your audience as a one-on-one conversation. The right email sequence can mean easier long-term growth, faster responses from prospects, and better overall relationships.
If it sounds too good to be true, it probably is. But how can you find out if you’re not trying it? Discussed here will be all of the ways you can create a great email sequence, what exactly it is, and what to say in them (with templates!).
What is an email sequence?
When reaching out to new prospects or new clients, staying in touch with them is usually an important aspect of the sales process. Being the first one your ideal customers think of when they need your services is a difficult task with all of the competition. If they are seeing your name and company repeatedly, however, it’s much easier to remember you.
An email sequence is a series of emails or messages, typically in the B2B space, that you send to prospects over a short-ish period of time and is usually repeatable. For example: After speaking with any prospect for the first time, you follow up with them 1-2 days later. If they don’t respond, send another message. If they still don’t respond within a couple of days, you may try to reach out to them on LinkedIn. If there is still no response, you may try an email again.
These days you can fortunately (or unfortunately) include a number of different methods and places you can use. While this gives you options, it makes it a bit more difficult to know when and where people are actually interacting with your messages.
Thus, creating a sequence of messages that reaches them in a number of different platforms and ways is your best chance of reaching the right contacts no matter where they are online. With LaGrowthMachine, you can create a multi-channel flow that reaches out to your prospects in different places automatically.

Creating sequences like this for outreach can be very time-consuming if you do it manually. Having this sales automation tool will save you hours with less headache.
Why do you need email sequences for sales prospecting?
One of the most common aspects of sales prospecting is the sheer number of contacts. Having an email sequence that fits your sales process will allow you not only to automate some tasks but help you scale.
In other words, if you talk to 20 prospects in one day you won’t need to manually write an email to each one. You can create one message that covers the typical information and send it to them all.
Quick tip 💡
Do not openly cc them if you send them manually to everyone! Use ‘bcc’ to maintain privacy and avoid the dreaded (and cringe-worthy) ‘reply all’.
Aside from saving you mental time in crafting a new email each time, it will save you physical time because you don’t need to customize every word for every email. That being said, if there was a specific part of your conversation you want to mention, that will go a long way.
Another benefit to creating email sequences is so that you can nurture leads as well as retain customers all with a few simple messages. Each message you send helps build trust and increase engagement.
They’ll not only be more likely to have a conversation with you, but purchase and refer simply by sending helpful communications. Learn how to create these beneficial sequences next.
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How to perfect your email sequences
Over time, you’ll begin to see patterns within your messages, responses, and non-responses. Every aspect of your experience can help you learn more about what works best for you and your prospects.
The first step is creating a plan that will make the most sense for the people you’re contacting and why. Be sure to choose one type of list for each sequence you’re creating so that you can customize it as much as possible.
Evaluate each quarter how your messages are working. Are you getting a response from 1/10? 5/10? 0/50? Determine which style of email gets more responses and keep doing those.
No matter the success or failure, you can learn how to improve upon the process. Improving your email sequence will take time and discovery, but there are often proven general paths to take to help get you started.
Effectively converting your audience with your messages will take time as mentioned, but you can speed that process up with these starter templates. Depending on what your goal is, you can create an email sequence that matches it. Each email sequence you send to your list should be its own campaign with its own goals.
Quick Tip (block):
Quick tip 💡
Start with a plan before you start sending. Be sure to have a full picture of what the series will look like and make sure it makes sense before sending anything.
These templates will be on the more formal side as they’re more B2B focused, but feel free to edit based on your company’s policies, brand, and your personal touches.
Onboarding and welcome sequence 🤝
If no one’s told you yet, your customer interaction should not stop with the sale!
Continuing the conversation is vital to retaining customers, especially when there’s a lot of competition in your market. Use this email sequence to maintain interactions with your customers and keep them around long-term.
Email 1: Day 1
Subject line: Welcome to the {your company} family!
Hi ___,
We’re thrilled to have you on board working toward improving your _____.
In the coming weeks, you’ll begin to get acquainted with your new software. Because we understand this takes time and perhaps a bit of hand-holding, I’m at your service.
Feel free to reach out if you have any questions at all or would like a walk-through. We also have videos available, tutorials, and an FAQ center {link if possible} at your disposal.
I look forward to helping you boost your {revenue, marketing efforts, other benefit}.
Yours,
Email 2: Day 2
Subject line: Getting up to high speed
Hi ___,
Just checking in to see if there was anything I could help you with regarding your new ____.
Here are a few things that will get you acquainted with it:
- FAQ
- Tutorials
- Articles
- Anything else customers typically ask for in their first few weeks
Feel free to keep me in your contacts should you ever need any assistance.
All the best,
Email 3: Day 3
Subject line: You’re on a customer management roll!
Hi ___,
You’ve had your new {specific product or service} for a couple of weeks now, congrats!
I hope you’ve found your buying and orientation experience pleasant. If so, I’d truly appreciate your feedback as well as any referrals to people who might also benefit from {benefit of your service}.
As ever, if you have any questions please don’t hesitate to reach out.
Sincerely,
The goal with onboarding emails is simply to keep your name and company in their minds. There’s no need to sell too much unless you’ve got a new feature that fits with their current scenario. Spending time on customer retention will benefit you in the long run because people will refer you and come back for more services.
Lead nurturing 💅
This email sequence will be for those you have interacted with in some manner. You can use these templates to stay in touch with your prospects afterward. The focus for this type of email is typically for those who are 2-3 out of 5 in your leads list based on your lead scoring. In other words, for those who were a bit interested but not quite ready.
Keep in mind that these should be sent in a relatively slow manner. You can set these up to run automatically every 2-3 days; ideally based on whether or not they’ve replied, scheduled, or spoken with you already.
This sequence can extend for as long as you like, technically, but generally after 4 emails without a response means they’re not interested or will reach out if/when they are ready. Don’t spend much of your limited time with this group, but make sure you’re top of mind when they do move forward.
Email 1:
Subject line: Follow-up from our conversation
Hello ___,
It was a pleasure speaking with you today. I want to follow up as promised with the information to make an informed decision regarding your ____.
Feel free to review the attached documents for more information and get back to me with all of your questions.
If you prefer, please schedule a call by clicking on this link or replying to this email to go over the information and I’ll be happy to answer your questions then as well.
Thank you,
Email 2: Focus on providing valuable content in this email. Send them information that gives them confidence in you, your product or service, and your company.
Subject line: {Name of article}
Hi ____,
I hope this finds you well.
Since you have an interest in ___ {your product/service}, I thought you might find this article useful: {Link to internal article if possible}.
I’d love to speak with you more regarding your current ____ needs so we can help you with {related pain point}. Are you available Thursday or Friday morning?
Look forward to reconnecting,
Email 3:
Subject line: Document review
Hi ____,
I hope you’re doing well.
Just wanted to check in and see if there was progress on your ____ decisions yet as I’d love to review the documents I’d sent over.
I’m happy to answer any of your questions at all regarding upgrading your ____ so please let me know if I can assist with those plans.
Look forward to hearing back,
Increase engagement sequence 💬
The whole point of emailing or direct messaging people is to get their attention in a place where they’re not distracted by social media, ads, or other articles. You have their undivided attention if you can get them to open and respond to your email.
Here, you’ll find some ways you can do just that.
Email 1: New trial for accountants like you
Subject line: Checking in
Hi ___,
I wanted to reach out and ask how everything is going at {their company} and how your current ____ solution is working out for you?
We’ve recently added some new features that I believe would be very beneficial for {pain point}. If you would be interested in a quick chat or demo this week or if there are any other ways we can help {their company}, please let me know.
Look forward to working with you,
Email 2: This email should focus on something specific that matters to them. Ideally, you’ll separate out your list to focus on one pain point per industry, location, or job title. Take the following example and customize it to each type of email you’re sending to make a bigger impact.
Subject line: Are you still loving your CRM?
Hi ___,
Hopefully all is well with you and your business.
I just wanted to see how you’re liking your current CRM system. My clients have found that {your company} has saved them hours of managing their contacts in a much more highly organized and user-friendly way than their previous one.
If you’d like to see if there might be something we can do for you as well, I’d love to have a quick chat about what exactly we can do for you. Just let me know if you’re available for a 15 minute call on Thursday or Friday this week!
Look forward to hearing back,
Conversion sequence 🤑
If you’re looking to create your own converting email sequence — which is generally recommended to at least customize it — then you’ll want to include elements that make you and your company unique. Describe what you’re doing in a personable and relatable way so that they can read it without feeling sold to.
This is especially important with B2B sales because they’re likely sold to much more than direct consumers. It’s important to remember, though, that they need to feel like a person, not a company. You can also use the following templates to help you develop your own personalized way of converting customers.
Email 1: Day 3 after call
Subject line: Resolving ____ challenges
Hi ___,
In working with other {industry or position}, one of the key issues they’re struggling with is {key issue}.
This past year we worked with numerous companies to {business driver}, resulting in {money saved, revenue added, productivity increases}.
If this is something you’re challenged with too, let’s set up a quick call. I may have some ideas that might help.
Well wishes,
Email 2: Day 4 after call. The key to this one is actual numbers, truthful results, and a customer name if possible.
Subject line: By the numbers
Hi ___,
I have an idea I believe can help you get your next 10 ideal customers.
I recently used this idea to work with {your client} and almost triple their monthly sales.
{first name}, let’s schedule a quick call so I can share the idea with you. When works best for you?
Look forward to it,
Email 3: Alternative to email 1
Subject line: You’re producing great stuff!
Hi ___,
I wanted to reach out and give you a heads up that I’ve been loving the {your service medium} coming out of {their company} these past few months. I can appreciate great {your service medium} when I see it 🙂
Just shared your recent {post, project, design, rebranding work, app, etc} about {xyz} with my audience on LinkedIn and I also mentioned the platform as a great resource in one of my recent blog posts {link} and in my highly trafficked blogging courses.
The other reason I’m reaching out is because a large part of my business is working with brands like {reference any relevant past clients or even full-time gigs} and others to help scale {your core service offering}.
Would you be up for chatting about {company}’s {your core service offering} or connecting me with someone else on your team if that’d be a better fit?
Much appreciated,
{Your name}
P.S. Click here to read more {link to portfolio page if possible} about my process and the clients I’ve worked with.
The ‘abandoned’/retargeting sequence 🎯
The idea for this email sequence is often used by marketers in a different (usually automated) way. However, as a salesperson you can also use the idea to re-engage with old contacts.
All it means is that you’re reaching out to people who you’ve had contact with in the past because they were interested. It can serve as either a last resort to clear out the truly uninterested, or as a means to reignite the interest they had when you last spoke with them.
A great way to set this up is also to automate your emails as much as possible by:
- Segmenting your list to those you haven’t spoken to in at least 6 months.
- Creating an email that gently checks in but asks for their engagement somehow — generally by scheduling a new call.
- Using LaGrowthMachine or another automation service to reach out with the least amount of time spent.
- Sit back and let them come to you!
You’ll want this email to remind them what you do, perhaps even why you do it, who it’s for, and what it generally does. This will make their lives easier in remembering what you spoke about and if they might be ready for it now. Try something like this:
Hi ____,
I hope you’ve been doing well since we last spoke about ____.
If there have been any changes or updates in your current situation, I’d love to have a chat and see if there is anything on our side we can help with regarding your ____.
Hope to hear from you again soon.
Well wishes,
The next step would be a good opportunity to both ask if they’re no longer interested as well as asking for a referral who might be. In this case, try something like this:
Hi ____,
I noticed we haven’t been in touch for several months so I wanted to reach out and see if things are still going well with your ____.
Hopefully they are, but if there might be something we can do to make your CRM life easier, I’d love to re-connect and see what your needs are at the moment.
Or, if you ever hear of anyone looking for a service we can help with, feel free to pass on my information.
Best,
Regardless of what you choose to discuss with them, be sure it’s a gentle reminder of what you do, including what you’re contacting them about. Being upfront in your emails will be to your advantage in the long run because they won’t feel tricked.
Storytelling sequence
This email sequence I unfortunately can’t give you an easy template for. However, it might be the most used no matter what industry you’re in because it tends to be the most successful.
Writing a successful storytelling email needs to come from an experience. It should have an “Intriguing beginning, a riveting middle, and a satisfying end.” It would be ideal to have 3-4 different stories in order to capture the attention of varying types of people with varying needs. If not, one long story split into a couple of emails is also an option.
Regardless of which you choose, be sure to capture their attention from the start with an interesting fact that keeps them wanting to read on. The more they read, the more they should be able to understand if your product could be for them, too.
Prospect like a pro
Choosing the right email sequences completely depends upon who your audience is and what you’re trying to accomplish. Using an automation tool like LaGrowthMachine will set you up for success without the headache.
In helping over 4,000 companies perform successful campaigns, LGM supports sales teams in saving up to 40% of their tasks by using our automation system. We provide a solution for you to save time, reduce stress, and have a consistent flow of leads.
Just start by separating out your list by who will get one type versus another, be sure they don’t get too many emails, and follow up to see what’s working and what’s not. Once you have set up the automated processes, you can make edits with ease while increasing engagement and sales.
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