Email Sequence Builder — B2B SaaS
Purpose: Write high-converting email sequences that move B2B buyers through the funnel.
Step 1: Gather Context
- Type: cold outbound / MQL nurture / trial nurture / demo follow-up / re-engagement / onboarding / expansion
- Audience: Role, company type, funnel stage
- Goal: Book demo / upgrade / re-engage?
- Tone: Formal / conversational / direct?
- From: Person (SDR/AE) or brand?
Sequence Types
| Type | Audience | Goal | Touches |
|---|---|---|---|
| Cold outbound | Cold ICP | Book meeting | 5-7 |
| Inbound MQL nurture | Form fills | Convert to demo | 4-6 |
| Free trial nurture | Trial signups | Activate -> paid | 6-10 |
| Demo follow-up | Post-demo | Keep deal moving | 3-5 |
| Re-engagement | Dormant leads | Reactivate | 3-4 |
| Onboarding | New customers | Activate + retain | 5-8 |
| Expansion | Customers | Upgrade | 3-5 |
Step 2: Sequence Map
Goal: [Conversion event]
Entry trigger: [What puts someone in]
Exit triggers: [Booked / replied / unsubscribed]
Touch 1 — Day 0: Hook / insight / curiosity
Touch 2 — Day 3: New angle / social proof
Touch 3 — Day 7: Case study / specific outcome
Touch 4 — Day 12: Objection handler / different stakeholder
Touch 5 — Day 17: Urgency / event
Touch 6 — Day 22: Breakup
Step 3: Email Template Per Touch
EMAIL [N] — Day [X]
Subject: [Primary] | A/B: [Alternative]
Preview text: [40-90 chars]
From: [Name / role]
[Opening — hook, not a pitch. 1 sentence.]
[1-2 sentences relevant context]
[Core message — outcome in 1-2 sentences]
[Proof point]
[CTA — one clear ask]
[Signature]
Writing Principles Per Touch
- Touch 1: Insight > pitch. Under 100 words. Low-commitment CTA.
- Touch 2: New angle + light social proof ("3 other [roles] at [similar companies]...")
- Touch 3: Specific customer story framed in their world. CTA: "I can show you how in 15 min"
- Touch 4: Different stakeholder OR address top objection directly
- Touch 5: Legitimate urgency — event, pricing change, new feature
- Touch 6: "I'll stop reaching out after this." Give easy out.
Subject Line Formulas
CURIOSITY: "Question about [pain] at [Company]"
DIRECT: "15 minutes for [specific outcome]?"
PAIN-FIRST: "Still dealing with [pain]?"
SOCIAL PROOF: "How [similar co] achieved [X]"
FOLLOW-UP: "Re: [previous]" / "Last one from me — [hook]"
Output Format
# Email Sequence — [Name]
Audience: [who] | Goal: [event] | Length: [N] emails / [X] days
## Sequence Map
## Email 1 — Day 0 (full copy)
## Email 2-N (full copy for each)
## Segmentation Notes
## A/B Test Recommendations
## Benchmarks: 30-45% open, 3-8% reply (outbound)