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Your Winning Email Campaign Sequence for 2023

If used correctly, email campaigns can be a great way for businesses to connect with their customers and drive sales.


We're sharing our winning email campaign sequence that works time and time again to entice your customers and keep them coming back!



1. Welcome email

Upon submitting their email address and opting in to receiving marketing communications, the first email your customers should receive from you is a personalised welcome message to introduce your brand and let them know what to expect from your emails.


2. Refer-a-friend email

Encourage these new customers to refer friends and family to your business with a referral program that includes a special promotion for both the customer and the person they refer.


3. Abandoned cart email

Used on an as-needed basis rather than as part of the sequence, sending an email to customers who have abandoned their online shopping carts helps to remind them of the items they left behind.

Tip: On occasion, offer a special incentive for customers to complete their purchase. However, don't offer this every time, people are savvy and will abandon their cart and wait for the discount offer before completing their purchase.

4. Customer loyalty email

Reward your most loyal customers with exclusive offers or early access to sales.


5. Post-purchase email

Send a follow-up email after a customer makes a purchase, asking for them to leave a review via your preferred method and offer a special promotion for their next purchase.


6. Win-back email

Reach out to inactive customers with an offer or special promotion to encourage them to make a purchase, or send a survey or poll to gather feedback and re-engage them with your brand.


7. Up-selling email

Target customers who have previously purchased a certain product with an email that offers complementary or upgraded products.



In addition to the above email sequence, we recommend preparing some one-off emails for special occasions and events, such as:


1. Product launch email

Announce the launch of a new product or collection with a teaser email and exclusive pre-order offer.

2. Sale or clearance email

Send an email announcing a sale or clearance event, and include a specific promotion for email subscribers.


3. Birthday email

Create a personalised email to send customers on their birthday, offering a birthday discount.


4. Special occasion email

Send a festive email to customers to wish them a happy holiday and include a special promotion or themed products.


5. Event invitation email

Invite customers to attend an upcoming event, such as a sale, conference or exhibition, with a special promotion or discount for attendees.


6. Educational email

Share tips, tricks, or educational content with your subscribers, such as how-to guides or product demos.


7. Newsletter

Send a regular newsletter to subscribers with updates on new products, sales, and company news.


Fun fact: the key to a successful email campaign is to segment your audience and tailor your messaging to their specific interests and needs. Check out our Generational Marketing blog for some tips on tailoring your activity to specific age demographics.


By experimenting with different campaign ideas, you can find the best approach to connect with your customers and drive sales.


At Ouma we can write, design, build and automate these emails for you, and create bespoke monthly or quarterly newsletters to keep your customers in the loop. Contact us today for a quote.

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