Email sequence contact strategy template

Use this spreadsheet to define triggered email sequences

  • Created by: Dave Chaffey and reviewed by Tim Watson
  • Format: Excel spreadsheet designed to help you summarise and plan the sequence so it can be implemented by a technical team

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 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 Ecommerce managers responsible for creating communications strategy
  • Email marketing execs
  • Email or digital marketing consultants
  • Agency or email service provider consultants

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.

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