Several messages over time.
WHAT A SEQUENCE IS
A series of messages sent at intervals after a trigger: subscribing, buying, or abandoning a cart.
WHERE THEY HELP
Onboarding a new subscriber Educating before a considered purchase Following up after a service
WHERE THEY DO NOT
A small business with a simple product. A single good welcome message beats a five-part sequence nobody asked for.
KEEPING IT SHORT
Three messages is usually plenty. People abandon long sequences.
DESIGNING ONE
Decide what the reader should know or do by the end Write the messages backwards from that
Space them appropriately: days, not hours
WHAT TO AVOID
Sending a sequence and your regular newsletter simultaneously, so someone receives three messages in a week.
Most platforms can suppress one while another runs. Configure that.
TESTING
Subscribe yourself and go through the whole sequence.
You will find timing that is wrong and messages that no longer make sense.
WHEN TO BUILD ONE
After your regular sending is working. Not before.
