The five email sequences every online seller needs are: a welcome sequence for new subscribers, a sales sequence for a launch or offer, an abandoned cart sequence for people who didn't finish paying, an after-purchase sequence that helps buyers succeed and buy again, and a win-back sequence for customers who've gone quiet. Set them up once and they run on their own, every day, for every customer.
1. Welcome sequence
When: someone downloads your freebie or joins your list. Goal: trust, then a first purchase.
| Day | |
|---|---|
| 0 | Here's your free [guide]. One quick win to try today. |
| 1 | My story: why I do this and who I help. |
| 3 | The biggest mistake people make with [topic]. |
| 5 | A customer's result. Introduce your entry product. |
| 7 | FAQs about the product + link. |
2. Sales sequence
When: you launch or run a promotion. Goal: sales before a deadline.
| Day | |
|---|---|
| 1 | It's open: what it is, who it's for, early price until [date] |
| 2 | The story behind it, or a student result |
| 3 | Answers to the top 3 objections |
| 4 | "Ends tomorrow" |
| 5 | "Last few hours" (morning) and "Closing now" (evening) |
Yes, two emails on the last day. Many sales happen in the final hours.
3. Abandoned cart sequence
When: someone starts checkout and leaves. Goal: finish the payment.
On Paylead this is built in: buyers get a reminder an hour, a day and three days later, by email, with texts on the first reminders if they left a phone number. Reminders stop as soon as they pay. See how to recover abandoned carts.
What makes a good cart email:
- Hour 1: "Your order is waiting", with a one-tap link back. No discount.
- Day 1: answer a likely worry (delivery time, how download works, MoMo issues).
- Day 3: last reminder. Some sellers add a small discount here.
4. After-purchase sequence
When: someone buys. Goal: they use it, love it, review it and buy again.
| Day | |
|---|---|
| 0 | Thank you + how to get started (the receipt already has the download or access link) |
| 2 | A tip to get their first result |
| 7 | "How's it going?" + ask for a review |
| 14 | The next product that builds on this one |
People who've bought once are your easiest future sales. See how to send automatic follow-ups after a sale.
5. Win-back sequence
When: a customer hasn't bought in 60–90 days. Goal: bring them back.
- "We miss you", plus what's new.
- A useful tip or free resource.
- A personal offer with an end date.
How to set them up on Paylead
Email automations start when someone orders, signs up through a form or leaves a cart, then wait, check a condition and send an email, as many steps as you need. For example:
When someone buys the ebook → wait 2 days → send a tip → wait 5 days → send the course offer.
Writing tips
- One email, one job, one link.
- Subject lines that say what's inside: "Your bakery costing sheet" beats "Newsletter #4".
- Write like a person. Short paragraphs, your own voice.
- Add SMS for urgent moments (the last day of a sale), not every email. See SMS vs email marketing.
Frequently asked questions
How many emails is too many?
Sequences can be daily for a few days; regular newsletters weekly or every two weeks. Watch unsubscribes. If they jump, slow down.
Should every email sell?
No. In welcome and after-purchase sequences, most emails should help. The selling works because of the helping.
Read next: how to build a lead magnet funnel and how to send email newsletters.
