An email sequence is a string of emails sent to a specific group of people with a specific goal in mind. Email sequences can be time-based or trigger-based. Time-based email sequences send emails at predetermined dates and times. Trigger-based email sequences send emails based on something a user does, like clicking on a button on a website or getting to a particular stage in an interactive demo.
The goal of an email sequence is to prompt recipients to take action, whether that action is making a purchase, signing up for a demo, downloading an ebook, or scheduling time to speak with a recruiter. That means that both the email content and the structure of a sequence have to be designed to convince readers to follow through on the desired action.
Tracking the success of your email sequence is key to brainstorming new ways to drive conversions (aka getting recipients to do what you want them to do). Some metrics to consider are bounce rate, open rate, click-through rate, and unsubscribe rate. Bounce rate matters because it shows you how accurate your email list is. Bounces occur if someone no longer uses an email address or if an email address is typed incorrectly. Cleaning your lists can ensure your emails reach intended recipients.
Open rates can depend on your cadence of emails or the catchiness of your subject lines. Sending your emails at different times of the day or a higher or lower frequency can reveal a sweet spot. Many companies also A/B test different subject lines to determine which ones work best. Click-through and unsubscribe rates also depend on timing and other factors, but email content is a significant one. Experimenting with your copy, adding emojis or gifs, and the length of your content can help boost click-through rates and decrease unsubscriptions. Monitoring and optimizing each of these KPIs can move the needle on conversion rate.