If you're new to email marketing, you've probably heard about email sequences. Everyone talks about them. Build an onboarding sequence. Set up a nurture sequence. Create a win-back sequence. But what exactly is an email sequence, and why do they matter?

This guide breaks down the fundamentals. We'll cover what email sequences are, how they differ from regular emails, the main types you'll encounter, and when you should (and shouldn't) use them. By the end, you'll understand enough to decide which sequences your SaaS needs first.

What Is an Email Sequence?

An email sequence is a series of emails sent automatically, triggered by a specific action or event. Instead of manually sending individual emails, you set up the sequence once and let it run on autopilot.

Think of it like a conversation that happens without you being there. When someone signs up for your product, the sequence handles the welcome. When a trial is about to expire, the sequence nudges them. When a customer churns, the sequence attempts to win them back.

The key elements of any email sequence:

Trigger: What starts the sequence (signup, purchase, date, behavior)
Emails: The actual messages, usually 3-10 depending on the sequence type
Timing: When each email sends (immediately, after 1 day, after 3 days)
Goal: What you want recipients to do (activate, convert, stay engaged)

Here's a simple example. A welcome sequence might look like this:

Email	Timing	Subject	Goal
1	Immediately	Welcome to [Product]	Set expectations
2	Day 1	Your first step	Drive first action
3	Day 3	Most users do this next	Build habit
4	Day 5	See what others achieved	Social proof
5	Day 7	How can I help?	Check in

Once you build this sequence, every new signup receives the same emails at the same intervals. You write it once, and it works forever (or until you decide to improve it).

Email Sequences vs. Email Broadcasts: What's the Difference?

One of the most common points of confusion for beginners is understanding when to use a sequence versus a broadcast (also called a campaign or newsletter).

Email sequences are triggered by individual actions. Each person starts the sequence at their own pace. One user might be on Day 3 of the sequence while another is on Day 7. The emails are usually automated and personalized to where that person is in their journey.

Email broadcasts are sent once to everyone at the same time. When you announce a new feature, share a company update, or send a monthly newsletter, that's a broadcast. Everyone gets it simultaneously, regardless of where they are in their relationship with your product.

Characteristic	Email Sequence	Email Broadcast
Trigger	User action or event	Your decision
Timing	Relative to trigger	Specific date/time
Personalization	Journey-based	Usually general
Frequency	Per user basis	To entire list
Effort	Build once, runs forever	Create each time
Best for	Repeatable processes	One-time announcements

The simplest rule: if every user needs to hear this message at a specific point in their journey, use a sequence. If you need to tell everyone something right now, use a broadcast.

The Main Types of Email Sequences

There are dozens of sequence types, but as a beginner, you only need to understand a handful. Here are the categories that matter most:

Onboarding Sequences

When someone signs up, they need guidance. Onboarding sequences introduce your product, guide users to their first success, and build habits that lead to retention.

Example trigger: User creates an account

For more on this, see our complete guides on SaaS email onboarding sequences and how to create a SaaS onboarding email sequence. If you prefer learning from examples, check out our collection of onboarding email sequence examples.

Trial Conversion Sequences

If you offer a free trial, you need emails that remind users to convert before their trial ends. These sequences focus on demonstrating value and creating urgency.

Example trigger: User starts a free trial

Our guide to trial-to-paid email sequences covers this in detail. We also have a dedicated post on free trial expiring email sequences with day-by-day templates.

Nurture Sequences

Not everyone is ready to buy immediately. Nurture sequences build trust over time by sharing valuable content, educating prospects, and keeping your brand top of mind until they're ready to take action.

Example trigger: User downloads a lead magnet, subscribes to blog, or enters via content marketing

For deep dives, see our guides on email nurture sequences, lead magnet email sequences, and email nurture sequence examples.

Re-engagement Sequences

Some users go quiet. Maybe they stopped logging in, stopped opening emails, or stopped using your product. Re-engagement sequences try to bring them back before you lose them forever.

Example trigger: User hasn't logged in for 30 days, or hasn't opened emails in 60 days

We cover this in depth in our re-engagement email sequence guide.

Win-back Sequences

When a customer cancels, you have one more chance to save the relationship. Win-back sequences reach out to churned customers with feedback requests, special offers, or updates about new features.

Example trigger: User cancels subscription

See our complete win-back email sequence guide for templates and timing recommendations. For preventing churn before it happens, our churn prevention email sequence guide is essential reading.

Transactional Sequences

These aren't marketing, exactly, but they're still sequences. Password resets, order confirmations, and account notifications are transactional emails that can include additional helpful content.

Example trigger: System event (purchase, password reset request, account change)

Sales and Outreach Sequences

For B2B SaaS or sales-led companies, cold email sequences help you start conversations with prospects. These require careful attention to compliance and personalization.

Example trigger: Prospect added to outreach list

For complete templates, see our cold email sequence guide and cold email sequence examples.

When Should You Use Email Sequences?

Email sequences work best in these situations:

1. Repeatable processes If you need to send the same information to many people at different times (welcome emails, trial reminders, renewal notices), a sequence is perfect. Write it once, and it handles every user.

2. Journey-based communication When the message depends on where someone is in their relationship with your product, sequences shine. A new signup needs different information than a 6-month customer.

3. Time-sensitive information Sequences are ideal when timing matters. Trial expiration warnings, payment failure notices, and renewal reminders all need to reach people at specific moments in their lifecycle.

4. Behavior-based responses Modern sequences can trigger based on what users do (or don't do). If someone visits your pricing page three times, you might trigger a sequence offering to answer questions. This level of personalization is impossible with broadcasts.

5. Scalable personalization A founder can personally email 10 new users. They can't personally email 1,000. Sequences let you maintain a personal feel at scale.

When Should You Use Broadcasts Instead?

Broadcasts are better for:

1. Time-sensitive announcements Launching a new feature? Having a sale? Announcing a webinar? Everyone should hear about it at the same time.

2. Company updates Funding announcements, executive changes, or policy updates don't fit into journey-based sequences.

3. Newsletters and content Regular content roundups, industry news, or thought leadership often work better as broadcasts.

4. Segmented campaigns Sometimes you want to reach all enterprise customers, or all users in a specific region. A targeted broadcast serves this better than a sequence.

A Simple Framework for Choosing

Still not sure which to use? Ask yourself these questions:

Does timing depend on the user's journey? → Sequence
Is this a one-time announcement? → Broadcast
Will every new user need this message? → Sequence
Am I sharing news or updates? → Broadcast
Should this run automatically forever? → Sequence
Do I need to reach everyone right now? → Broadcast

Most SaaS companies use both. Sequences handle the repeatable lifecycle communication, while broadcasts handle announcements and special events.

Getting Started: Your First Sequences

If you're just starting out, don't try to build every sequence at once. Focus on these three first:

1. Welcome Sequence (Priority: Critical) This is your first impression. A simple 5-email welcome sequence introduces your product, guides users to their first success, and establishes your communication style.

2. Trial Conversion Sequence (Priority: High) If you offer a free trial, you need emails that convert. Start with emails at signup, mid-trial, and near expiration.

3. Basic Re-engagement Sequence (Priority: Medium) A simple "we miss you" sequence for inactive users keeps your list healthy and can recover users who drifted away.

For complete templates across all these types and more, see our email sequence templates hub. It includes copy-paste templates for every sequence type covered in this guide.

Common Beginner Mistakes

As you build your first sequences, watch out for these pitfalls:

Sending too many emails too fast Especially in onboarding, give users time to breathe. Daily emails for two weeks will annoy people. Space them out.

Forgetting to update sequences Your product evolves. Your sequences should too. Set a quarterly reminder to review and update your automated emails.

Making sequences too complex Start simple. A 5-email sequence that ships beats a 15-email masterpiece you never finish. You can always expand later.

Ignoring metrics Track open rates, click rates, and (most importantly) whether users take the desired action. If an email isn't working, fix it or remove it.

Not personalizing beyond first name Using someone's name is table stakes. Better personalization uses their behavior, plan type, or company size to send relevant content.

Measuring Sequence Success

How do you know if your sequences work? Track these metrics:

Open rate: Are people opening your emails? Industry average for SaaS is around 20-30%. Below 15% suggests subject line or deliverability issues.

Click rate: Are people clicking your links? Look for 2-5% as a baseline. Higher is great, lower means your content isn't compelling enough.

Conversion rate: Did they take the action? This is the metric that matters most. For a trial conversion sequence, how many trials became paid? For onboarding, how many reached their aha moment?

Unsubscribe rate: Are people opting out? Some unsubscribes are normal (under 0.5% per email). Spikes suggest you're sending too often or missing the mark on relevance.

Where to Learn More

This guide covered the fundamentals. When you're ready to dive deeper, explore these resources:

For automation and triggers:

For copywriting:

Email Sequence Copywriting
Soap Opera Email Sequence (narrative-driven emails)
Seinfeld Email Sequence (daily engagement emails)

For specific use cases:

Webinar Email Sequence
Product Launch Email Sequence
Sales Funnel Email Sequence
Dunning Email Sequence (failed payment recovery)
Upsell Email Sequence
Follow-Up Email Sequence

For ranking and strategy:

Best Email Marketing Sequences (ranked by ROI)

For comprehensive templates:

Email Sequence Templates Hub (all templates in one place)

The Bottom Line

An email sequence is simply a series of automated emails triggered by an action or event. They let you communicate with users at scale while maintaining relevance and timing that manual emails can't match.

Start with a welcome sequence. Add trial conversion emails if applicable. Build from there. The goal isn't to have the most sequences, it's to have sequences that move users toward the outcomes you both want.

Ready to build your first sequence? Pick one type from this guide, draft 3-5 emails, set your timing, and launch. You'll learn more from shipping an imperfect sequence than from endlessly planning a perfect one.