Email marketing, built once
Welcome and Nurture Sequences, Built for You
Right now, when someone hands you their email address, they get a receipt or they get nothing. You meant to follow up. It's on a list somewhere, under the things that have deadlines.
A sequence is the follow-up you write one time. It starts when someone subscribes, fills out a form, or signs a contract, and it sends the right emails in the right order without you touching it again. We build one, from strategy to finished copy, and hand it over ready to run.
The situation
Nothing happens after someone raises their hand
Someone reads a page on your site, decides they like you enough to give you an email address, and then hears nothing for six weeks. By the time your next newsletter reaches them, they don't remember signing up. That's the most interested they will ever be, and it passes.
The leads are the same story with a spreadsheet attached. Someone called, wasn't ready yet, and got a note in a column that says "follow up in spring." Spring comes and nobody follows up, because following up by hand is a job and everyone already has one.
The reason the emails never get written isn't that they're hard to write. It's that they have to be written again every time. A sequence gets written once and then works on every person who enters it, including the ones who show up while you're on vacation.
The builds
The five we get asked for most
Each one does a different job, and the job is what decides the emails.
A welcome series
What a new subscriber gets in their first days on your list. It tells them who you are, what they'll get from you, and what to do if they want to talk sooner.
A nurture sequence
For the lead who's interested but not ready. It keeps you in front of them while they're deciding, without making them feel followed.
An onboarding sequence
Starts when someone becomes a client. It answers the questions they're about to ask anyway, tells them what happens next, and takes those emails off your desk.
A re-engagement sequence
Goes to a list that's gone quiet. It gives people a reason to pay attention again, and a clean way to leave if they're done.
A launch or promo sequence
Runs on a schedule around something specific you're offering, and stops when it's over.
What you get
What you get when we build one
Everything needed to turn it on. Nothing you have to finish yourself.
- The strategy, which is the part most sequences skip. What each email is for, why it comes when it does, and what it's supposed to move the reader toward.
- The timing and the triggers. What starts the sequence, how long the gaps are, and what stops it early, such as someone replying or booking.
- The full copy for every email. Subject lines, preview text, the body, and the calls to action. Written from your real proof points and sourced details, with no invented quotes and no manufactured urgency.
- Delivery ready to load into whatever platform you use. If we already manage your email platform, we load it for you.
- For legal and regulated clients, compliance review is part of the build.
Why it's built carefully
Every subscriber gets the same emails, so the writing has to hold up
A newsletter is written fresh each month and read once. A sequence is written once and read by every person who ever enters it, which means good writing keeps paying and a weak welcome series greets every single subscriber badly, forever.
That's why we build one sequence at a time and spend the time on it. One per build keeps the scope honest and keeps the copy from being the thing that got rushed.
Questions people ask first
Which platform does this work with?
Whatever you're already using. The sequence is written to be loaded into your platform, not to move you to a different one, and if we manage your email platform we'll load it ourselves.
How many emails is a sequence?
As many as the job needs and no more. The strategy step is where that gets decided, because the number depends on what you're asking the reader to do and how long that decision usually takes. We'd rather tell you after we look than guess in advance.
Can you also send our monthly email?
Yes, though that's a separate service. The Monthly Newsletter is written fresh each month for your whole list. A sequence is the automated part that runs underneath it.
What if we don't know which sequence we need?
That's the first conversation, and it's a short one. Tell us where people are going quiet, and the answer is usually obvious once we hear what happens now.
Pick the one thing that isn't happening
If new subscribers are hearing nothing, start there. If it's leads sitting in a spreadsheet, start there instead. Tell us what's happening now and we'll tell you which sequence does the most for you. We reply within one business day.
Part of Cascade's Email Marketing practice.