Use this spreadsheet to define triggered email sequences for briefing designers and copywriters

Define and implement your email strategy with this highly practical and actionable template

Email marketing and Marketing Automation Toolkit
This guide is part of a Toolkit with 6 other resources. Find out more?

Email sequence contact strategy template

 Look Inside

About the Email contact strategy spreadsheet

Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost. However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it’s a new approach to the company or agency.

This spreadsheet provides a template for marketers to create a messaging sequence that supports their business for the range of potential behavioural or event-triggered campaigns including:

  • Welcome sequence for a new subscriber or lead to an email list
  • Welcome sequence for new customer (onboarding)
  • Reactivation of customers or subscribers who lose engagement
  • Abandoned shopping cart follow-up emails
  • Shoppers browse or search on a site but don’t buy follow-up
  • Time to repurchase or replenishment emails

Who will find the spreadsheet useful?

The spreadsheet will help collaboration between a range of people who may be involved with setting up and reviewing behavioural email campaigns including:

  • Marketing or e-commerce managers responsible for creating communications strategy
  • Email marketing execs
  • Email or digital marketing consultants
  • Agency or email service provider consultants

It can be used to agree communications goals between marketers and then brief specialist copywriters and designers.

About the Email sequence contact strategy template

About the authors

The guide was produced by Dave Chaffey and reviewed by Tim Watson.

It’s based on a ‘tried-and-tested’ approach originally developed by Dave Chaffey 10+ years ago when consulting with travel, retail and financial services businesses and updated through work with recent customers.

What does the spreadsheet include?

This example template was developed for an event-triggered “Welcome” email sequence based around a brochure download. It’s a classic inbound/permission marketing lead generation approach which can be used for B2C or B2B campaigns where access to content or a trial service is given in return for an individuals details. The template includes 3 worksheets including:

  • A grid showing a row for each message in the sequence with 16 columns (some optional) for defining communications requirements, targeting, trigger rules and messaging. 3 Example fields are shown for an email sequence
  • Read me explaining how to use each field with an example of how to lay out the creative
  • A template of 8 other campaign control issues that must be defined including tracking, testing, unsubscribes and message suppression

You can read more about how to plan email sequences in this introduction.

Recommended resource: Guide to designing effective welcome emails

This spreadsheet provides a template for marketers to create a messaging sequence that supports their business for the range of potential event-triggered campaigns

Look Inside the Email sequence contact strategy template

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Email sequence contact strategy template includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Email marketing and Marketing Automation Toolkit

The Email sequence contact strategy template is part of Smart Insights Email marketing and Marketing Automation Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 6 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Email marketing and Marketing Automation Toolkit


Learn more about Expert Membership and get this (and other) toolkits

Instant access. Try it RISK-FREE