How to Create Email Sequences That Drive Sales [+ Free Template]

Crafting a single perfect email is tough. Now imagine creating an entire email sequence that moves leads through your pipeline effortlessly. Sound impossible? It’s not—with the right approach and the right email sequence tools.

At Mixmax, we’re all about helping sales teams automate, personalize, and optimize their email sequences. Whether you’re reaching out to prospects for the first time, nurturing leads, or closing deals, we’ll show you how to create email sequences that deliver results.

In this guide, we’ll cover:

What is an email sequence?

An email sequence is a series of automated emails or multichannel touches designed to guide prospects toward a specific goal—whether that’s booking a meeting, downloading a resource, or closing a deal.

Here’s how email sequences work:

• They automate repetitive follow-ups, so nothing falls through the cracks.
• They allow personalization at scale, making every message relevant.
• They combine email, LinkedIn, and call tasks to engage prospects where they’re most active.

Why it works: By delivering the right message at the right time, email sequences help your team stay top of mind without overwhelming prospects.

Why use email sequence tools?

Gone are the days of manual follow-ups. Modern email sequence tools like Mixmax empower teams to:

• Automate outreach at every stage of the sales cycle.
• Personalize messages using CRM data, dynamic variables, and engagement analytics.
• Schedule emails for the optimal time with AI-driven features like Smart Send.
• Mix email, LinkedIn, and calls in one streamlined workflow.

By using email sequence tools, your team can focus on building relationships and closing deals rather than wasting time on repetitive tasks.

Types of email sequences

Your email sequence should match your sales goals. Here are some common types:

Different goals require different types of email sequences. Below are some of the most effective sequences for sales and customer success teams:

1. Cold prospecting sequences

Designed to initiate contact with new leads, these sequences focus on capturing attention and sparking interest.

• Goal: Introduce your product and qualify the prospect.
• Structure:
  • Email 1: Personalized outreach highlighting a specific pain point.
  • Email 2: Follow-up with a customer success story or relevant data point.
  • Email 3: Add value with a resource like a guide or webinar link.
  • Email 4: Final follow-up with a call-to-action for a quick call or meeting.

2. Re-engagement sequences

These sequences are for leads you’ve previously engaged with but haven’t yet converted.

• Goal: Revive interest and encourage further engagement.
• Structure:
  • Email 1: Reference your prior interaction and ask if their situation has changed.
  • Email 2: Offer new insights or an updated resource.
  • Email 3: Share a brief case study or testimonial.
  • Email 4: Lighthearted "last chance" email with a poll to gauge interest.

3. Welcome/inbound sequences

These are triggered after prospects sign up for a demo, download content, or start a trial.

• Goal: Build trust and guide prospects to take the next step.
• Structure:
  • Email 1: Thank them for their interest and introduce your product/service.
  • Email 2: Share educational resources to help them explore your solution.
  • Email 3: Encourage scheduling a call or providing feedback on their trial.

4. Nurture sequences

For leads that need more time to decide, nurture sequences educate and build trust.

• Goal: Keep your product top of mind and move prospects further down the funnel.
• Structure:
  • Email 1: Share a thought leadership article or industry trends.
  • Email 2: Highlight a feature or benefit tied to their pain points.
  • Email 3: Introduce a case study or testimonial relevant to their role.
  • Email 4: Send an exclusive invite to a webinar or event.

5. Renewal and expansion sequences

Ideal for existing customers approaching the end of their contract or those ready for an upgrade.

• Goal: Ensure customer retention and promote upselling or cross-selling opportunities.
• Structure:
  • Email 1: Early reminder about renewal with a summary of value delivered.
  • Email 2: Share how other customers have expanded their use of your product.
  • Email 3: Offer an incentive for early renewal or an upgrade.

6. Deal management sequences

Used during active deal cycles, these sequences help move prospects toward a decision.

• Goal: Address objections, reinforce value, and secure the deal.
• Structure:
  • Email 1: Recap key points from your meeting and next steps.
  • Email 2: Provide detailed responses to any objections raised.
  • Email 3: Share a summary of ROI or competitive differentiation.

7. Signal-stacking sequences

A powerful sequence that combines buyer intent signals to target high-priority prospects. This method leverages data points like website visits, tech stack, or job listings to craft hyper-relevant outreach.

• Goal: Reach highly engaged prospects with precise, timely messaging.
• Signals to use:
  • Web visit: Track visits to key pages like pricing or solutions.
  • Tech stack: Identify tools they already use and position your product as complementary.
  • Job listing: Spot open roles related to your solution, such as hiring for sales enablement or customer success teams.
• Structure:
  • Email 1: Share insights related to their challenges or industry trends. (e.g., "Many companies in [Industry] are exploring ways to [Pain Point].").
  • Email 2: Provide insights on how your solution fits their tech stack.
  • Email 3: Offer to discuss how your solution can support their hiring goals.
  • Email 4: Share a customer story about solving a similar challenge.

8. Onboarding sequences

Ensure new customers get the most out of your product with structured onboarding.

• Goal: Drive product adoption and reduce churn.
• Structure:
  • Email 1: Welcome and share a "getting started" guide.
  • Email 2: Highlight key features and resources.
  • Email 3: Invite them to a training session or webinar.

9. Event follow-up sequences

For leads you met at webinars, trade shows, or conferences.

• Goal: Keep the conversation going post-event.
• Structure:
  • Email 1: Reference your meeting or their event registration.
  • Email 2: Share a presentation deck, recording, or exclusive resource.
  • Email 3: Invite them to a follow-up call to discuss insights.

How to create email sequences in 15 steps

1. Know your ICP (ideal customer profile)

Define your target audience. Who are they? What pain points can you solve for them? Use insights from your CRM and prospecting tools to identify key personas and tailor your messaging.

2. Lead with value

Focus on solving problems, not pitching products. Each email should answer, “What’s in it for them?” Start with a strong hook that aligns with their challenges.

3. Set clear goals

What do you want your sequence to achieve? Whether it’s booking a meeting, onboarding a new customer, or nurturing a lead, define your desired outcome and structure the sequence accordingly.

4. Plan your sequence length

Most sequences require 6–8 touches. For colder leads, extend to 10–12. Tailor the sequence length to the prospect’s role and where they are in the sales funnel.

5. Mix up your touchpoints

Don’t rely solely on email. Combine email, LinkedIn messages, and phone calls to engage prospects where they’re most active. Personalize each touchpoint based on the medium.

6. Write engaging subject lines

Your subject line is the first thing prospects see—make it count. Use personalization, curiosity, or value-driven language to boost open rates.

7. Personalize beyond first names

Go beyond simple name-dropping. Reference company-specific challenges, industry trends, or job responsibilities. Use dynamic variables in tools like Mixmax to scale personalization.

8. Segment your audience

Break down your list into smaller groups based on shared characteristics like job titles, industries, or engagement levels. Tailored messaging improves relevance and response rates.

9. Focus each email on a single CTA

Avoid overwhelming prospects with multiple asks. Each email in your sequence should have one clear call-to-action (CTA), whether it’s downloading a resource or scheduling a call.

10. Use social proof

Incorporate testimonials, case studies, or data points to build credibility. Show how other companies in similar situations have succeeded using your product or service.

11. Vary your messaging

Avoid repetition in your sequence. Each touchpoint should deliver unique value—new insights, resources, or solutions to different pain points.

12. Time it right

Use AI-driven tools like Mixmax’s Smart Send to schedule emails at optimal times. Space your touches appropriately; for example, every 3 days for cold leads, or more frequently for warm prospects.

13. A/B test subject lines and content

Experiment with different subject lines, calls to action, and email formats. Track performance metrics like open rates and replies to refine your sequence over time.

14. Monitor and adjust performance

Use analytics to measure the success of your sequence. Tools like Mixmax can help you track open rates, click-throughs, and meeting conversions to identify what’s working.

15. Automate and delegate where possible

Use email sequence tools to automate repetitive tasks and set up workflows. Mixmax allows you to delegate tasks like call follow-ups and personalized emails, keeping your sequences running smoothly.

Prospecting email sequence template

Need a head start? Here’s a ready-to-use email sequence template:

Stage 1. A personalized email including a Mixmax poll to gauge interest

Subject: [PROSPECT COMPANY NAME] or [THEIR COMPETITOR #1]?

[FIRST NAME],

How often do you lose deals to [THEIR COMPETITOR #1] or [THEIR COMPETITOR #2]?

What would help your reps win those deals?

✅ [USE CASE #1]

✅ [USE CASE #2]

✅ [USE CASE #3]

If your AEs aren't successfully [PAIN] when they're actively comparing you with the competition, you are leaving money on the table.

We could help with this if you're interested? 

[SENDER SIGNATURE]

Stage 2. Automated email targeting your prospect's pain with a CTA button

Subject: Re: [PROSPECT COMPANY NAME] or [THEIR COMPETITOR #1]?

[FIRST NAME], have you considered the impact of [TOP USE CASE]? 

[INSIGHT SHOWING WHY THEY SHOULD].

By using [YOUR COMPANY NAME], customers like [CUSTOMER #1] achieve [OUTCOME #1]. Plus, [OUTCOME #2].

Interested in how [POSITIVE OUTCOME] can help you [DESIRED STATE]?

📆 Schedule a 15min call

[SENDER SIGNATURE]

P.S. thought you’d find this helpful since you’re [PROSPECT COMPANY NEWS] now.

Stage 3. Personalized LinkedIn connection request sent from your Gmail

Hi [FIRST NAME],

I noticed that you are currently [PROSPECT COMPANY INSIGHT/NEWS].

I sent over a few ways to [POSITIVE OUTCOME] and would appreciate hearing your thoughts.

Thanks and take care!

Stage 4. Call task to be completed from Gmail

Add a call task in stage four of your sequence. With Mixmax, call tasks are easily completed directly from your Gmail and logged to Salesforce.  If needed, we also have this article on the best cold call opening lines to avoid hangups.

Stage 5. Manual email task to insert in-email calendar availability

 [FIRST NAME],

I just called. Would any of the following times work better for you?

[INSERT YOUR AVAILABILITY]

I would love to hear from you if [PAIN #1] and [PAIN #2] are actually stopping you from achieving [DESIRED STATE].

Here’s why [YOUR CUSTOMER #1] loves [YOUR COMPANY NAME] in 1min:

[VIDEO]

Looking forward to connecting with you,

[SENDER SIGNATURE]

Stage 6. Automated email sent on behalf of your leadership team

Subject: From one [DEPARTMENT] leader to another

[FIRST NAME],

My team has been reaching out to you, so I wanted to share why we want to bring you on as a customer from the exec perspective.

Companies like [PROSPECT COMPANY NAME] are our happiest customers. [YOUR COMPANY NAME] was truly built for [DEPARTMENT TEAM] like yours.

We select companies of your size, industry, and growth phase because we are sure we can add the most value to your business and keep on doing so in years to come.

Happy to answer any questions.

[SENDER SIGNATURE]

Stage 7. Manual email task to insert a personalized Vidyard

Subject: Video

[FIRST NAME],

Here is a quick video for you and the Team explaining how you can beat [COMPETITOR #1] and [COMPETITOR #1] in [OUTCOME #1] and [OUTCOME #2] with [YOUR COMPANY]:

[INSERT VIDYARD]

Would you be interested in scheduling a demo to learn how [YOUR COMPANY] can [DESIRED STATE]?

[SENDER SIGNATURE]

Stage 8. Automated email with the next steps poll and a farewell GIF

 Subject: Re: Video

Alright [FIRST NAME],

I'm not trying to jam your inbox. Let me know how to proceed.

What would help your reps win those deals?

✅ Yes, let's book some time

✅ Can you follow up next month?

✅ Just not interested. Sorry sales pro 👋

How to choose the right email sequence tools

When evaluating email sequence tools, ask these questions:

• Does it integrate with my existing tech stack (e.g., Gmail, Outlook, Salesforce, HubSpot)?
• Can it handle multichannel touches like LinkedIn and calls?
• Does it provide analytics to track and optimize performance?
• Is it AI-forward?
• Does it lessen the burden of my admin tasks with automation?
• Does this solution fit our sales cycle? 
• Does it help us achieve our goals?  
• Does it fit my team’s roles and challenges? 
• Why do we need it? Prospecting, deal management, customer success, or all three? Is it scalable enough to answer all our needs?
• Is it easy to implement?  

Why Mixmax? 

Mixmax is the ultimate email sequence tool, offering:

• Automation and personalization at scale.
• Seamless CRM integration.
• Enhanced features like polls, scheduling links, and embedded videos.
• AI sequence creator with built-in sequence library
• Smart scheduler that schedules emails when prospects are most likely to engage.

The finishing touch

Hopefully this post has taught you how to create email sequences that help you crush quota by moving prospects through the pipeline. 

There’s no silver bullet for success, though. Automation takes the grunt work out of setting up sequences and drafting emails but it’s up to you to customize each and every one to your business, prospects, unique value proposition, and goals. 

You’ll hear sales gurus claiming they’ve developed the perfect sequence, but what they mean is perfect for their company. 

To find your own secret sauce, you’ll need to put in the hours in the kitchen. Assisted by the right technological sous chef, of course.