Create a sales sequence flow

Business Benefits

Drive conversions and improve revenue.


Decide what action a user must perform to trigger the flow. Refer to your email platform’s guidelines on how to set up specific user action-based triggers.

Common sales flow triggers: Signed up online, downloaded content related to product or service, clicked or viewed a product onsite, and requested further information. Your platform will likely offer pre-built flows with different options for triggers. It should be noted that the terms nurture series and sales series, or flow, are often used interchangeably in platforms.

Create a welcome email that introduces your user to the product or your business, and give it a compelling subject line to encourage the users to open it.

Include some personalization in the subject line like first name and company name. For example:

  • [FIRSTNAME], You’ve made a great choice signing up. Here’s why.
  • Let’s get to know each other, [FIRSTNAME]
  • Thanks for downloading [insert content name]
  • Here’s what you need to know, [FIRSTNAME]
  • Find out how we are going to solve [the issue or problem your service or product solves]

Create the content of the email, starting with a compelling header thanking the user for signing up or for completing whatever action you set as your trigger.

For example, if the user downloaded a piece of content, you would use this as the basis of your header. Include:

  • A thank you message: You’ve made a great choice choosing to hear from us.
  • What they can expect from you: Discounts, product information, tips, and valuable content.
  • A link to your products or services.
  • How to get in touch with you: Customer services information or link to your FAQ’s.

Insert a time delay of 2 days, and create a second email with a compelling subject line that focuses on checking up on the user, or alludes to a special offer or important information.

Ask them specific questions such as: Have they found the lead magnet such as free content useful? Are they finding everything they need? Example subject lines:

  • [FIRSTNAME], did you enjoy [content or lead magnet name]?
  • Now we’ve been introduced let’s get to the important stuff.
  • [FIRSTNAME], did you find this useful?
  • More good stuff inside…

Give the second email a followup centered headline, and include extra information, another freebie, or complementary content that builds on what you’ve already sent.

Examples of follow-up content:

  • Just checking: did you enjoy [lead magnet]?
  • Remind them of any special offer available.
  • Highlight any offers or promotions you are currently offering.
  • Give them access to content that ties in with what you have already sent.

It’s a good idea to ask a direct question as your headline or make a direct statement like:
[FIRSTNAME], did you enjoy x? Because you are going to love this, [relevant product or piece of content].

Insert a time delay of 2 days and create a third email, focusing on social proof and testimonials, with a subject line that entices the reader to open like, Find out just how good [product] is.

Highlight past customer success stories or testimonials. Link to your review page if needed. However, it’s a good idea to include direct quotes from past customers, add a link to case studies or past client results. For example, Click here to find out how we saved ABC Company 30% on their supply costs. Add a clear call to action at the end of the email. For example:

  • Click here to see all past customer reviews
  • Don’t take our word on how awesome we are, see past customer’s results
  • See just how good we are - see our past project results
  • Here’s why customers love [product]

Insert a time delay of 2 days and create your fourth email in the series, complete with a subject line, and focus the content on sweetening the deal like limited discount, a special offer, or extra features.

The content of this email should include:

  • Details of the offer in the headline like, Buy now and save 20% until Monday
  • A reminder of all the great benefits of your product or service.
  • A link to reviews or testimonials.
  • A strong final call to action that is compelling, like Save 20% and solve your accounting headaches or Subscribe now and get all the benefits of the gold package for half price

You should also include any product images or links to any demo you may have onsite. Insert a 2 day time delay after this email.

Insert a time delay of 2 days and create the last chance email, giving it a compelling subject line that demonstrates scarcity or a time pressure.

Subject line examples:

  • Last chance to get 20% off…
  • You’re about to miss out on [insert offer]
  • Can you really afford to miss out on free shipping?
  • Final reminder! Your voucher expires at midnight
  • Make your competitors jealous with 20% off our services until midnight

Create the email body starting with a compelling headline that lets a user know their offer is about to end, and reiterates what the offer is.

The content should include:

  • A reminder of the offer.
  • When the offer expires.
  • The USP of your product and why it’s better than your competitors.
  • All the amazing benefits of your offering.
  • A final call to action that creates a time or scarcity pressure like Buy now and save 40% until midnight or Your welcome offer expires today… Use it now!

Test all your emails by sending yourself previews to different inboxes and checking the display on different devices.

You can do this automatically using a service like Litmus.