How To Create an Email Sequence With beehiiv

If you’re failing to implement automation in your email strategy, you’re leaving a ton of money on the table. 

Automated email sequences aren’t just a fancy trick up your sleeve—they’re foundational to nurturing and deepening relationships with your subscribers. 

Picture a coffee date. It’s brief and pleasant enough, but quickly, you part ways. 

Now, contrast that with a meticulously prepared three-course dinner, complete with dessert and wine, unfolding over an evening. That’s the difference between a one-off email and a sequence. 

The latter isn’t just about sending emails; it allows you to share a lot of information in bite-sized chunks or to guide readers through a buying journey in real-time.

I look at email sequences as more than just automated emails. I see them as an opportunity to narrate your brand's story, showcase value, and guide potential customers through a journey, culminating in not just a transaction, but a meaningful relationship.

In this guide, I’m going to take you through the nuts and bolts of setting up an email sequence. 

Moreover, I’ll show you how to transform a basic sequence into a compelling narrative that your readers eagerly anticipate. 

Whether you’re guiding them through a knowledge journey or nudging them closer to a purchase, the end goal is to make them feel, above all, valued and understood.

Let’s get started. 

What is a Basic Email Sequence?

A basic email sequence is designed to nurture and educate your leads, warm them up for sales conversations, and ultimately convert them into paying customers.

For example, a typical welcome email sequence for new subscribers might look like this:

• First email: Delivered immediately upon signup, this email delivers a lead magnet or incentive as promised in the signup form.

• Second email: Delivered a couple of days later, welcomes the reader and strengthens the connection to warm them up for a sales conversion.

• Third email: Presents an offer and asks for a sale.

At that point, your email subscribers might branch off into a new sequence–for example, an abandoned cart sequence or a new customer series–depending on whether or not they made a purchase.

You can also include steps in your sequence that resend emails to subscribers who didn’t open the initial message.

When To Trigger a New Email Sequence

Timing is everything. The decision to start a new sequence should be based on specific subscriber behaviors. Using beehiiv’s analytics and automation tools, you can set up triggers based on actions like a purchase, cart abandonment, or a drop in engagement levels. 

The key is to monitor these behaviors closely and respond with a sequence that feels like a natural next step in their journey with your brand.

Here are a few examples:

• Post-Purchase: After a subscriber makes a purchase, it's time to shift the conversation. An effective "New Customer Series" might include product care tips, related products they might like, and how to get involved with the community of other customers.

• Abandoned Cart: If a subscriber adds items to their cart but doesn't complete the purchase, an "Abandoned Cart Sequence" can gently nudge them back. Offer a limited-time discount or simply remind them what they're missing out on.

• Engagement Drop-Off: When a previously engaged subscriber stops opening your emails, it might be time for a "Re-engagement Sequence." This series should aim to recapture their interest, possibly by showcasing what’s new, asking for feedback, or offering a compelling incentive to re-engage.

What Do You Write in an Email Sequence?

Your emails should be based on the needs and wants of your readers, so think about what you can do to improve their lives. The content will depend on where they are in their buyer's journey, but here are a few examples of what you might write.

Welcome Series

• First email: Welcome to the family! Here's your free gift.

• Second email: How did you like your gift? Plus, learn about what makes our product/service unique.

• Third email: A preview of some of the fantastic things you can do with our product/service.

• Fourth email: A special discount offer to try one of our products/services.

Here’s a quick video to run you through creating a welcome series. 

Sales Funnel Series

• First email: Share resources or stories that will help them become better at something.

• Second email: Demonstrate how your product/service can help them achieve their goals.

• Third email: Invite them to purchase an affordable item (ebook or webinar).

• Fourth email: (if they made the purchase): Invite them to sign up for a full-length course.

• Fifth email (if they didn't make the purchase): Offer a discount on the item.

New Customer Series

• First email: Welcome to the family! Here's a downloadable resource to help get you started.

• Second email: Introduce them to your customer support team and answer any questions they have.

• Third email: Invite them to join an exclusive Facebook group or webinar series that will help them even more.

Re-Engagement Series

• First email: We've missed you! Here's what you've been missing...

• Second email: Highlight major updates or improvements made to your product/service since the customer last engaged.

• Third email: Offer an exclusive incentive or discount to encourage them to re-engage with your brand.

• Fourth email: Share a success story or testimonial from another customer who re-engaged and saw great results.

Feedback Series

• First email: We value your thoughts! How was your experience with us?

• Second email: Offer a small incentive to complete a feedback form about their purchase or service experience.

• Third email: Share how their feedback contributes to improvements and what changes have been made based on customer suggestions.

• Fourth email: Invite them to experience the improvements firsthand with a special offer or preview access to new features.

Subscriber Survey Automation

If you run an email newsletter, creating an automated email series for new subscribers who forgot to complete the subscription survey can significantly enhance data collection efforts, providing valuable insights into your audience's preferences and needs. 

Here's how that might look:

• First Email: Gently remind the new subscriber of the purpose of the survey and its importance, emphasizing how their feedback will help tailor their experience with your content or services. Include a clear, direct link to the survey and mention how quick and easy it is to complete.
  

• Second Email: Your last reminder email should reiterate the value of their input – not just to your brand but to their own experience as a subscriber. Highlight a couple of key ways that their feedback will directly enhance their interactions with your brand, such as personalized content, exclusive offers, or early access to new features. 

Finally, consider offering a small incentive for completing the survey, like a discount code or access to exclusive content, to encourage participation. 

Close by stressing that this is their last chance to have their say and shape the future of the service or content you provide.

Why Trust Me? Russell, the founder of InboxConnect marketing agency, has over five years of deep expertise in email marketing. Under his leadership, the agency has become known for innovative strategies with notable successes, including campaigns for renowned clients like Payoneer.

How Do You Write a Killer Email Sequence?

First and foremost, always put yourself in your reader's shoes and talk about them, not you. In other words, don't tell them the history of your business — tell them how your product can change their lives.

Focus each email in the series on a single goal:

• First: deliver on whatever you promised when they signed up.

• Second: make them feel special — talk to them as if they're part of an elite club now that they're a subscriber.

• Third: educate them — share valuable content or stories that will make them see the value in your product.

• Fourth: present an offer and ask for a sale.

Write each email to maximize opens and clicks. This means writing compelling subject lines, crafting emails with short paragraphs and plenty of white space, providing links for readers to explore further, and sharing engaging content that your readers find valuable.

The power of personalization cannot be overstated. Go beyond the basics of addressing your readers by their first name. Tailor your emails based on their actions, preferences, and past interactions with your brand. Use segmentation to deliver content that speaks directly to different segments of your audience.

Finally, make sure each email speaks with a consistent — and likable — brand voice. The beauty of an email series is that your reader spends time with you every few days and builds a relationship with your brand. You want to be instantly recognizable in their inbox, and you want them to enjoy hearing from you.

How Do I Create an Email Sequence in Outlook?

You can use the Rules feature in Outlook to create a customized sequence of emails based on specific criteria.

To get started, open Outlook and select File > Manage Rules & Alerts. Then, click New Rule in the top-left corner. From there, you can customize your automated email sequence based on your set criteria.

How Do I Create an Email Sequence in beehiiv?

If you want a more powerful, intuitive tool to create an email sequence, beehiiv is an excellent option. With its easy-to-use drag-and-drop interface, and a variety of automation features, you can quickly design emails that will engage your subscribers and move them along the sales funnel.

In beehiiv, you'll find the "automations" tab under the "write" heading on the left-hand side of your dashboard. Once you're there, just click the "create automation" button in the top right-hand corner of your screen.

Here are some examples of possible automation triggers with beehiiv:

• Subscription Events:

  • Signed Up

  • Email Submitted

  • Survey Form Submitted

  • Poll Response

  • Referral Action
    

• Premium Subscriptions:

  • Upgraded

  • Downgraded
    

• Other:

  • Add by API

  • Manual

  • Unengaged
    

• Seamless Enrollment into Automation:

  • Direct Enrollment from Another Automation: Automatically transition subscribers from one automation to another at a specific step, streamlining the journey without manual intervention.

  • Segment Change Trigger: Enroll subscribers into automation based on entry or exit from a segment, allowing for targeted engagement. Examples include congratulating long-term readers or re-engaging less active subscribers.

When you create an automation, you'll set up a workflow with triggers, delays, and specific emails to send at each step. You can also personalize the emails with dynamic content, add images and videos, and experiment with different subject lines.

The system is very intuitive and easy to follow. Once you start experimenting with the automation dashboard, you'll quickly get the hang of it.

beehiiv provides a very simple automation overview where you can quickly gauge the performance of your automation. 

Users have the added advantage of looking into performance data directly from the journey view.

This means that you can effortlessly click on any step within your automation to review specific email performance metrics, offering immediate insights that inform your strategy adjustments. 

For a deeper analysis, the expanded metrics feature unveils a comprehensive breakdown of engagement data, facilitating a nuanced understanding of each email's impact.

Guiding Your Readers

Creating an effective email sequence requires planning and forethought, but it's well worth your time to guide your subscribers through your funnel and into a deeper relationship with you and your brand.

To write the best possible series, consider the goals you want to achieve with each message. What does your audience crave? Start by pinpointing the exact outcomes you aim to achieve with your email series. 

Is it to educate, to convert, or to build loyalty? Each email should be a step towards this goal, offering value that's both anticipated and appreciated.

• Deliver Value That's Unmissable: Think of an email sequence that led you to take action. What made it stand out? Likely, it provided something you couldn’t find elsewhere or presented it in a uniquely compelling way. Apply this by sharing insights, stories, or offers that make your subscribers eager to open your next email.

• Engage Meaningfully: Engagement shouldn't be an afterthought. How can you make your emails a two-way street? Consider prompts that encourage replies or interactive content that invites participation. For example, an email that ends with a question about your subscriber's biggest challenge can provide both engagement and valuable insights.

• Consistency Meets Personality: Your brand voice should be a familiar friend. Are your emails consistently reflecting your brand’s persona? Emails with a strong, consistent voice can improve click-through rates dramatically. Ensure that your sequence feels like a series of letters from a trusted mentor, not disparate messages from various authors.

That’s a Wrap

Today should mark the beginning of revolutionizing how you connect with your audience using automated email sequences. 

Remember, the most effective email series are those that are continually refined. With beehiiv, real-time analytics and A/B testing become your best allies, guiding your strategy with data-driven insights.

Sign up for beehiiv today and transform the way you engage with your subscribers. Once signed up, use beehiiv's automation tools to quickly set up automated sequences tailored specifically for each reader's needs. 

Happy mailing.