When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," or "lifecycle emails." For in-app onboarding, see onboarding-cro.
You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion.
Initial Assessment
Before creating a sequence, understand:
Sequence Type
Welcome/onboarding sequence
Lead nurture sequence
Re-engagement sequence
Post-purchase sequence
Event-based sequence
Educational sequence
Sales sequence
Audience Context
Who are they?
What triggered them into this sequence?
What do they already know/believe?
What's their current relationship with you?
Goals
Primary conversion goal
Relationship-building goals
Segmentation goals
What defines success?
Related Skills
Core Principles
1. One Email, One Job
Each email has one primary purpose
One main CTA per email
Don't try to do everything
2. Value Before Ask
Lead with usefulness
Build trust through content
Earn the right to sell
3. Relevance Over Volume
Fewer, better emails win
Segment for relevance
Quality > frequency
4. Clear Path Forward
Every email moves them somewhere
Links should do something useful
Make next steps obvious
Email Sequence Strategy
Sequence Length
Welcome: 3-7 emails
Lead nurture: 5-10 emails
Onboarding: 5-10 emails
Re-engagement: 3-5 emails
Depends on:
Sales cycle length
Product complexity
Relationship stage
Timing/Delays
Welcome email: Immediately
Early sequence: 1-2 days apart
Nurture: 2-4 days apart
Long-term: Weekly or bi-weekly
Consider:
B2B: Avoid weekends
B2C: Test weekends
Time zones: Send at local time
Subject Line Strategy
Clear > Clever
Specific > Vague
Benefit or curiosity-driven
40-60 characters ideal
Test emoji (they're polarizing)
Patterns that work:
Question: "Still struggling with X?"
How-to: "How to [achieve outcome] in [timeframe]"
Number: "3 ways to [benefit]"
Direct: "[First name], your [thing] is ready"
Story tease: "The mistake I made with [topic]"
Preview Text
Extends the subject line
~90-140 characters
Don't repeat subject line
Complete the thought or add intrigue
Sequence Templates
Welcome Sequence (Post-Signup)
Email 1: Welcome (Immediate)
Subject: Welcome to [Product] — here's your first step
Deliver what was promised (lead magnet, access, etc.)
Single next action
Set expectations for future emails
Email 2: Quick Win (Day 1-2)
Subject: Get your first [result] in 10 minutes
Enable small success
Build confidence
Link to helpful resource
Email 3: Story/Why (Day 3-4)
Subject: Why we built [Product]
Origin story or mission
Connect emotionally
Show you understand their problem
Email 4: Social Proof (Day 5-6)
Subject: How [Customer] achieved [Result]
Case study or testimonial
Relatable to their situation
Soft CTA to explore
Email 5: Overcome Objection (Day 7-8)
Subject: "I don't have time for X" — sound familiar?
Address common hesitation
Reframe the obstacle
Show easy path forward
Email 6: Core Feature (Day 9-11)
Subject: Have you tried [Feature] yet?
Highlight underused capability
Show clear benefit
Direct CTA to try it
Email 7: Conversion (Day 12-14)
Subject: Ready to [upgrade/buy/commit]?
Summarize value
Clear offer
Urgency if appropriate
Risk reversal (guarantee, trial)
Lead Nurture Sequence (Pre-Sale)
Email 1: Deliver + Introduce (Immediate)
Deliver the lead magnet
Brief intro to who you are
Preview what's coming
Email 2: Expand on Topic (Day 2-3)
Related insight to lead magnet
Establish expertise
Light CTA to content
Email 3: Problem Deep-Dive (Day 4-5)
Articulate their problem deeply
Show you understand
Hint at solution
Email 4: Solution Framework (Day 6-8)
Your approach/methodology
Educational, not salesy
Builds toward your product
Email 5: Case Study (Day 9-11)
Real results from real customer
Specific and relatable
Soft CTA
Email 6: Differentiation (Day 12-14)
Why your approach is different
Address alternatives
Build preference
Email 7: Objection Handler (Day 15-18)
Common concern addressed
FAQ or myth-busting
Reduce friction
Email 8: Direct Offer (Day 19-21)
Clear pitch
Strong value proposition
Specific CTA
Urgency if available
Re-Engagement Sequence
Email 1: Check-In (Day 30-60 of inactivity)
Subject: Is everything okay, [Name]?
Genuine concern
Ask what happened
Easy win to re-engage
Email 2: Value Reminder (Day 2-3 after)
Subject: Remember when you [achieved X]?
Remind of past value
What's new since they left
Quick CTA
Email 3: Incentive (Day 5-7 after)
Subject: We miss you — here's something special
Offer if appropriate
Limited time
Clear CTA
Email 4: Last Chance (Day 10-14 after)
Subject: Should we stop emailing you?
Honest and direct
One-click to stay or go
Clean the list if no response
Onboarding Sequence (Product Users)
Coordinate with in-app onboarding. Email supports, doesn't duplicate.
Email 1: Welcome + First Step (Immediate)
Confirm signup
One critical action
Link directly to that action
Email 2: Getting Started Help (Day 1)
If they haven't completed step 1
Quick tip or video
Support option
Email 3: Feature Highlight (Day 2-3)
Key feature they should know
Specific use case
In-app link
Email 4: Success Story (Day 4-5)
Customer who succeeded
Relatable journey
Motivational
Email 5: Check-In (Day 7)
How's it going?
Ask for feedback
Offer help
Email 6: Advanced Tip (Day 10-12)
Power feature
For engaged users
Level-up content
Email 7: Upgrade/Expand (Day 14+)
For trial users: conversion push
For free users: upgrade prompt
For paid: expansion opportunity
Email Types Reference
A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.
Onboarding Emails
New Users Series
Trigger: User signs up (free or trial)
Goal: Activate user, drive to aha moment
Typical sequence: 5-7 emails over 14 days
Email 1: Welcome + single next step (immediate)
Email 2: Quick win / getting started (day 1)
Email 3: Key feature highlight (day 3)
Email 4: Success story / social proof (day 5)
Email 5: Check-in + offer help (day 7)
Email 6: Advanced tip (day 10)
Email 7: Upgrade prompt or next milestone (day 14)
Key metrics: Activation rate, feature adoption
New Customers Series
Trigger: User converts to paid
Goal: Reinforce purchase decision, drive adoption, reduce early churn
Typical sequence: 3-5 emails over 14 days
Email 1: Thank you + what's next (immediate)
Email 2: Getting full value — setup checklist (day 2)
Email 3: Pro tips for paid features (day 5)
Email 4: Success story from similar customer (day 7)
Email 5: Check-in + introduce support resources (day 14)
Key point: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.
Key Onboarding Step Reminder
Trigger: User hasn't completed critical setup step after X time
Goal: Nudge completion of high-value action
Format: Single email or 2-3 email mini-sequence
Example triggers:
Hasn't connected integration after 48 hours
Hasn't invited team member after 3 days
Hasn't completed profile after 24 hours
Copy approach:
Remind them what they started
Explain why this step matters
Make it easy (direct link to complete)
Offer help if stuck
New User Invite
Trigger: Existing user invites teammate
Goal: Activate the invited user
Recipient: The person being invited
Email 1: You've been invited (immediate)
Email 2: Reminder if not accepted (day 2)
Email 3: Final reminder (day 5)
Copy approach:
Personalize with inviter's name
Explain what they're joining
Single CTA to accept invite
Social proof optional
Retention Emails
Upgrade to Paid
Trigger: Free user shows engagement, or trial ending
Goal: Convert free to paid
Typical sequence: 3-5 emails
Trigger options:
Time-based (trial day 10, 12, 14)
Behavior-based (hit usage limit, used premium feature)
Engagement-based (highly active free user)
Sequence structure:
Value summary: What they've accomplished
Feature comparison: What they're missing
Social proof: Who else upgraded
Urgency: Trial ending, limited offer
Final: Last chance + easy path
Upgrade to Higher Plan
Trigger: User approaching plan limits or using features available on higher tier
Goal: Upsell to next tier
Format: Single email or 2-3 email sequence
Trigger examples:
80% of seat limit reached
90% of storage/usage limit
Tried to use higher-tier feature
Power user behavior patterns
Copy approach:
Acknowledge their growth (positive framing)
Show what next tier unlocks
Quantify value vs. cost
Easy upgrade path
Ask for Review
Trigger: Customer milestone (30/60/90 days, key achievement, support resolution)
Goal: Generate social proof on G2, Capterra, app stores
Format: Single email
Best timing:
After positive support interaction
After achieving measurable result
After renewal
NOT after billing issues or bugs
Copy approach:
Thank them for being a customer
Mention specific value/milestone if possible
Explain why reviews matter (help others decide)
Direct link to review platform
Keep it short—this is an ask
Offer Support Proactively
Trigger: Signs of struggle (drop in usage, failed actions, error encounters)
Goal: Save at-risk user, improve experience
Format: Single email
Key point: Make them feel good and remind them of value delivered.
NPS Survey
Trigger: Time-based (quarterly) or event-based (post-milestone)
Goal: Measure satisfaction, identify promoters and detractors
Format: Single email
Best practices:
Keep it simple: Just the NPS question initially
Follow-up form for "why" based on score
Personal sender (CEO, founder, CSM)
Tell them how you'll use feedback
Follow-up based on score:
Promoters (9-10): Thank + ask for review/referral
Passives (7-8): Ask what would make it a 10
Detractors (0-6): Personal outreach to understand issues
Referral Program
Trigger: Customer milestone, promoter NPS score, or campaign
Goal: Generate referrals
Format: Single email or periodic reminders
Good timing:
After positive NPS response
After customer achieves result
After renewal
Seasonal campaigns
Copy approach:
Remind them of their success
Explain the referral offer clearly
Make sharing easy (unique link)
Show what's in it for them AND referee
Billing Emails
Switch to Annual
Trigger: Monthly subscriber at renewal time or campaign
Goal: Convert monthly to annual (improve LTV, reduce churn)
Format: Single email or 2-email sequence
Value proposition:
Calculate exact savings
Additional benefits (if any)
Lock in current price messaging
Easy one-click switch
Best timing:
Around monthly renewal date
End of year / new year
After 3-6 months of loyalty
Price increase announcement (lock in old rate)
Failed Payment Recovery
Trigger: Payment fails
Goal: Recover revenue, retain customer
Typical sequence: 3-4 emails over 7-14 days
Sequence structure:
Email 1 (Day 0): Friendly notice, update payment link
Email 2 (Day 3): Reminder, service may be interrupted
Email 3 (Day 7): Urgent, account will be suspended
Email 4 (Day 10-14): Final notice, what they'll lose
Copy approach:
Assume it's an accident (card expired, etc.)
Clear, direct, no guilt
Single CTA to update payment
Explain what happens if not resolved
Key metrics: Recovery rate, time to recovery
Cancellation Survey
Trigger: User cancels subscription
Goal: Learn why, opportunity to save
Format: Single email (immediate)
Options:
In-app survey at cancellation (better completion)
Follow-up email if they skip in-app
Personal outreach for high-value accounts
Questions to ask:
Primary reason for cancelling
What could we have done better
Would anything change your mind
Can we help with transition
Winback opportunity: Based on reason, offer targeted save (discount, pause, downgrade, training).
Upcoming Renewal Reminder
Trigger: X days before renewal (14 or 30 days typical)
Goal: No surprise charges, opportunity to expand
Format: Single email