Email & Lifecycle Sequences
The emails that make money while nobody’s watching
Campaign emails need someone to hit send. Lifecycle emails don’t — they’re triggered by what a customer does (signs up, abandons a cart, buys, goes quiet) and then they just run, for as long as the store exists. Written badly once, they lose the same revenue every month on repeat. Written properly once, they keep recovering it the same way.
The four sequences that come up most
Welcome series
The first few emails after signup, before there’s a purchase to reference, so they have to earn attention on the brand alone.
Abandoned cart
Triggered by a cart left mid-checkout. Usually the highest-leverage sequence in the whole set, because the customer already decided to buy something; the email just has to close the gap.
Post-purchase
Order confirmation through to the first follow-up. Sets expectations, heads off support tickets, and opens the door to a second purchase without asking for one immediately.
Win-back / nurture
For a list that’s gone quiet. Different tone than the other three: less “here’s what’s new”, more “still want these emails at all?”
What’s actually in a sequence
Each sequence is scoped by email count and what it needs to cover — a welcome series is typically three to five emails, abandoned cart usually two or three, timed against when a customer actually goes cold rather than an arbitrary schedule. Subject lines are included for every email in the sequence, not quoted as an add-on, since a sequence with weak subject lines never gets far enough to matter.
What isn’t included, so there’s no confusion later
This is the writing — subject lines, preview text, body copy, calls to action. It doesn’t include setting the sequence up inside your ESP, building the triggers, or the visual template; that’s usually your team or agency’s side of the job, and we’ll write to fit whatever platform you’re already on rather than assuming one.
A welcome sequence, in full
Three emails for a fictional DTC brand, written to show pacing across a sequence — what the first email has to do that the third one doesn’t, and why they’re not just three versions of the same email.
Read the welcome sequence →Fix the leak before the campaign
If abandoned cart and welcome are running on the default text your ESP shipped with, that’s usually the first thing worth fixing — before spending more on the campaigns pointing traffic at a store those emails are quietly leaking out of.
What a sequence costs
A sequence of three to five emails
from €1,100
A welcome series or a win-back flow. Subject lines and preview text for every email are included, not quoted as an extra.
A shorter flow of two or three emails
from €800
Abandoned cart or post-purchase — fewer emails, but the abandoned-cart one usually earns its fee fastest.
All prices exclude IVA. For VAT-registered businesses elsewhere in the EU the reverse charge applies; for clients outside the EU the service falls outside the scope of EU VAT.
Tell us which sequence, and what platform
Which sequence (or sequences), roughly how many emails, and what you’re sending from — Klaviyo, Omnisend, whatever it is. That’s enough to scope it.
One sequence or the whole lifecycle — either is a normal-sized job.