Story Arcs Across a 6-Email Sequence

Why Email Sequences Feel Disjointed

For many marketers, email sequences often resemble a collection of random thoughts rather than a cohesive story. Each email feels like a standalone message, lacking connection to previous or subsequent sends. This disjointed approach can diminish engagement and confuse recipients.

When emails don’t build on one another, the recipient may miss out on the broader narrative. A well-crafted email sequence can guide your audience through a journey, making them feel more invested in your brand and its offerings.

Defining a 6-Email Arc

To create a compelling email sequence, consider structuring it around a six-email arc. This framework allows you to build tension and develop a narrative that resonates. Here’s a breakdown of the arc:

• Setup: Introduce your reader to the story. Establish the context and set expectations.
• Tension: Introduce a challenge or problem that needs addressing. This is where you capture attention.
• Proof: Provide evidence or testimonials that support your solution. This builds credibility.
• Objection: Address potential concerns your audience may have. This is your chance to reassure.
• Offer: Present your solution clearly and compellingly. Make it irresistible.
• Decision: Encourage your reader to take action. This is the culmination of your narrative.

Mapping Narrative Beats to Email Types

Now that you have a framework, map each email to a specific beat in your story arc. Each email should serve a distinct purpose while contributing to the overall narrative.

For instance:

1. Email 1 – Setup: Welcome message that introduces your brand’s mission and values.
2. Email 2 – Tension: Highlight a common pain point your audience faces, creating a sense of urgency.
3. Email 3 – Proof: Share case studies or testimonials that showcase how others have benefited from your solution.
4. Email 4 – Objection: Address FAQs or concerns, reinforcing trust and transparency.
5. Email 5 – Offer: Present a limited-time offer or exclusive deal, making the solution clear.
6. Email 6 – Decision: Create a strong call to action, urging the reader to make a decision now.

Visual Consistency and Variation

While the narrative needs to be consistent, visual elements play a significant role in maintaining engagement. Use a cohesive design theme throughout the sequence, but vary the layout and content format to keep things fresh.

For example, alternate between text-heavy emails and visually rich ones. Incorporate images, infographics, or videos where appropriate. This balance can help reinforce your story while keeping the reader engaged.

Examples of Arcs for Different Goals

Different goals require different narrative approaches. Here are a few examples:

Onboarding Sequence

For an onboarding sequence, the arc might look like this:

1. Welcome to the community.
2. Highlight common challenges new users face.
3. Share testimonials from existing users who overcame those challenges.
4. Address common questions new users have.
5. Offer a special onboarding guide or resource.
6. Encourage users to dive in and explore.

Product Launch Sequence

For a product launch, consider the following:

1. Announce the upcoming product with excitement.
2. Introduce the problem it solves.
3. Share early reviews or beta tester feedback.
4. Address concerns about the product’s effectiveness.
5. Present a launch-day offer.
6. Encourage immediate purchase with a countdown timer.

Nurture Sequence

For a nurture sequence, you might focus on:

1. Reintroduce your brand and its values.
2. Discuss industry trends or challenges.
3. Share valuable insights or tips related to those trends.
4. Address common misconceptions.
5. Offer a free resource that adds value.
6. Encourage the recipient to engage further with your brand.

Measurement and Iteration

Once your email sequence is in place, measurement becomes crucial. Regularly analyze metrics such as open rates, click-through rates, and conversions. These insights will help you understand what’s working and what needs adjustment.

Don’t be afraid to iterate. A/B testing different subject lines, content, and calls to action can reveal what resonates best with your audience. Use this information to refine your approach over time.

Avoiding Overautomation That Kills Humanity

As you develop your email sequences, remember the importance of maintaining a human touch. Automation can streamline processes, but over-relying on it can lead to generic messages that fail to connect.

Personalization is key. Use dynamic content tailored to the recipient’s behavior and preferences. This adds value and reinforces the narrative you’re crafting. Aim for a balance between efficiency and authenticity in your communications.

Crafting an engaging email sequence is a powerful way to tell your brand’s story. By planning a cohesive narrative across your emails, you can foster deeper connections with your audience and drive meaningful engagement.