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You’ve done it: You took an idea, built it into a thriving business, and now you’re ready to sell. Congratulations — few entrepreneurs make it to this point. You’re in the right place if you find yourself asking, “How do I sell my business?”

Now, it’s time to ensure you make the right deal for your most prized possession. Regardless of why you’re moving on, there are actionable steps you can take so that your business is sold at the right time, for the right price, and to the right buyer.

Table of Contents

• How to Sell a Business
• When to Sell Your Business
• How Much to Sell Your Business For
• Choosing a Path to Sell a Business
• Where to Sell Your Business
• Life After Exiting Your Business

How to Sell a Business

M&A is everywhere right now, according to Monique Swansen, Founder and CEO of Automated Accounting Services, a firm committed to supporting small and growing businesses. “Every group I’ve seen putting together conferences is talking about mergers and acquisitions as a tool for making an exit plan or growing your business,” she says.

Entrepreneurs choose to sell their businesses for many reasons, ranging from retirement and health problems to co-founder conflict and just plain boredom. In 2024, 9,456 small businesses were sold, a 5% jump from the year before.

With that in mind, here are the basic steps we recommend following

1. Educate yourself.

Spend some time researching how to sell (you’re doing that now!), and figure out if you need to make any changes to get your business ready for the process. Common actions include adding business processes to make the business scalable, adding features that would open up a new market, or filing patents to lock down intellectual property.

Tips to Get Started:

• Research recent business sales in your industry. You’ll want to understand market trends, pricing, and common deal structures.
• Identify areas where your business may need improvement. This might include streamlining operations, increasing profitability, or documenting workflows.
• Explore industry-specific resources. Consider M&A reports, exit planning webinars, and financial modeling tools.

2. Get organized.

Do your due diligence by gathering all of your documentation and getting ahead of anything that could slow down the sale (such as signoff from other shareholders or active lawsuits or legal proceedings). In addition to preventing delays, this step makes your business far more attractive to potential buyers. Here’s a breakdown of what you’ll need across the three main categories:

Financial Documents

It’s a good idea to create a financial packet with copies of important documents that can be shared with serious buyers during due diligence:

• Gather three to four years of financial statements, tax returns, and profit & loss reports.
• Outline all business assets, liabilities, and revenue streams to clearly identify what is included in the sale.
• Compile current lease agreements, outstanding loans, and supplier contracts to give buyers a full picture of ongoing obligations.

Legal Documents

It makes sense that your buyers will want to ensure the business is legally sound, so preparing legal documentation in advance can prevent last-minute delays:

• Verify ownership agreements, business licenses, and regulatory compliance records to confirm the business is properly registered and in good standing.
• Review employment contracts, NDAs, and any existing non-compete agreements to clarify obligations for both employees and buyers.
• Secure intellectual property rights, including patents, trademarks, and proprietary processes, to protect valuable business assets.

Operational Documents

• To ensure you get the top price for your business and plan for continuity after the sale, you’ll want to document your processes and operations:
• Develop a comprehensive operations manual detailing day-to-day processes and key workflows.
• Map out employee roles, leadership responsibilities, and key personnel contributions to ensure continuity after the sale.
• Evaluate physical assets, equipment, and business premises, addressing any necessary upgrades or repairs before listing.
• Implement systems and automation where possible to make the transition easier for new ownership.

Tips to Get Started:

• Tidy up your books. Verify that financials are accurate, debts are addressed, and records are clear.
• Assemble key documents. Organize essential agreements (leases, contracts, compliance records) in a structured format.
• Enhance operational efficiency. Fix inefficiencies, document processes, and ensure the business can function smoothly without you.

3. Get a preliminary business valuation.

Turn to experts (e.g., business brokers, merger and acquisition advisers) to understand how much your company is worth, then consider if you’re willing to accept that price.

Tips to Get Started:

• Calculate EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization). Your financial pros can help you do this and establish a financial benchmark.
• Research valuation for businesses in your industry. You’ll want at least a rough idea of what your business might be worth.
• Contact a business broker or valuation expert. Even if you’re not ready to hire them, getting their advice is a good starting point. An early assessment can also help you identify areas that could increase your potential sales price.

4. Create a potential buyer profile.

Find the why when thinking of your ideal fit. For example: Does the buyer have the cash to buy, or do they need financing? Have they bought companies before? Who would need to approve the deal on the buyer’s end (internally: founders, board members, management; externally: investors, banks)? Will they keep your team employed after the sale?

Tips to Get Started:

• Identify the type of buyer. Consider whether your ideal buyer is a strategic buyer (industry competitor, supplier, or partner) who wants to grow by acquisition or a financial buyer (private equity, individual investor).
• Think about financing vs cash. In addition to making or breaking the deal, it could affect the legacy you’re building if that’s important to you.
• Think beyond just the sale price. What do you want to happen to your employees, customers, and brand after the transition?

5. Assemble your team.

Putting together a team early can prevent a lot of stumbling down the road. Professionals who could help with the process include:

• Corporate finance attorney.
• Business broker.
• M&A adviser.
• Personal tax accountant.
• Company auditor.
• Sell-side bankers.

Tips to Get Started:

• Contact your existing experts. Do your current tax preparer, bookkeeper, or attorney offer these services? If not, can they recommend someone?
• Interview your options. Do they instill confidence and do you get along? You don’t have to be best friends but you do have to be able to trust them.
• Start early. Don’t wait until you’re 6 months out unless it’s an emergency. Instead, start this process several years ahead of time, even if you don’t end up selling, getting everything in order does you favors short term and in the long run.

6. Prepare to go to market.

For small businesses, owners can list their companies anonymously on business broker sites. For larger ventures, owners should identify potential suitors by looking at direct rivals and companies in related industries.

Tips to Get Started:

• Draft a confidential information memorandum (CIM) once selling is in your near future. This should contain details on financials, market position, and growth potential.
• Research small business sales platforms. BizBuySell, BizQuest, and Flippa are all examples where small business owners can discreetly list their companies for sale.
• Create a shortlist of potential buyers. Then explore outreach strategies through your industry network or a sell-side banker.

7. Stay involved in the process.

Deals can fall through days before closing; stay on top of it along the way by responding to requests within 24 hours, scheduling weekly calls with advisers, and pushing legal counsel to move documents forward quickly.

Pro tip: Time is your enemy. Resist any efforts made to push the closing date.

Tips to Get Started:

• Use a deal tracker. Doing so will help you stay on top of important deadlines, buyer requests, and negotiation points.
• Respond quickly to buyer-side requests. Getting organized ahead of time will make it easier to handle due diligence requests, legal paperwork, and buyer inquiries in an appropriate time frame.
• Be prepared for last-minute deal adjustments. You’ll need to work closely with your advisers to finalize the best possible agreement.

8. Prepare for life after sale.

Your business is your baby: You should be hands-on when planning your company’s transition (this includes how the new owner will interact with your employees and customers). But entrepreneurs also need to give thought to life after their exit, from retirement planning and managing sale proceeds to future personal and professional goals.

Tips to Get Started:

• Start thinking about your next steps. Do you want to launch a new venture, invest in other businesses, or take a break?
• Develop a tax-efficient plan for managing sale proceeds. Working with an advisor will make this easier.
• Decide on your role post-sale. Consider whether you’ll stay involved with your company in a consulting role or exit completely. If you’re staying involved, what are the conditions and terms?

When to Sell Your Business

Age is one of the reasons that Swansen is seeing such an uptick in small business owners getting ready to sell. “Lots of founders are getting closer to retirement age and are ready to pass the torch.”

She goes on to say that she also talks with lots of other business owners who started a company with the idea of selling, and now that things are flush, they’re ready to “make a profitable exit.

How do you know the right time to sell your business?

Knowing exactly when to let go of your venture can be intimidating, but one thing that most experts seem to agree on is that it’s best to decide early on if selling is in your future.

“The best time for entrepreneurs to consider selling their business is when they start their company,” says business broker Katie Milton Jordan. “Consider what you want your company to do for you. Are you creating a company that you want to sell or a company that will create an independent stream of income just for you?”

For those who start a business as a side hustle, that’s not always at the forefront, but choosing to sell your business isn’t something most companies can do on a whim.

When weighing the pros and cons of an exit, also think about the financial health of your company. “You want to be selling when your company is performing well, you’re cashed up, and you’re growing,” says David Raffa, a corporate finance expert. “The worst possible thing you can have is to sell in the slope part of your year.”

Selling your business is a deeply personal decision.

For Cindy Summers, founder of Sugar Fixé Pâtisserie, moving on felt right once her business no longer challenged her or fit her lifestyle.

“My passion is building businesses and creating great customer experiences. Once my business was established, I became more of an operator. This didn’t give me the mental gymnastics I needed to stay inspired,” she says.

Additionally, the nature of her business made it difficult for Summers to find work-life balance. “I was married but kid-free when I started the business. Three kids later and there was an emotional conflict between my family, employees, and customers. Busiest times in a bakery are weekends and holidays. This meant missing out on a lot at home,” she says.

Some other common life experiences that lead to exits include:

• Burnout.
• Illness
• Co-founder misalignment or conflict.
• Boredom.
• Retirement.
• Shifting life priorities.

Don’t wait for the “five D’s.”

Jordan advises owners to sell their companies before the “five D’s”: death, divorce, disease, disengagement, and downturn. Making an exit prior to those events can ensure you get a fair price for your creation.

“Most entrepreneurs tend to get out too late when they have no gas left in the tank, and the growth rate of the business is a big piece of the value you get in the end,” says Raleigh Williams, who sold his escape-room business for $26M. “Ending on a high note is something that pro exit entrepreneurs do versus amateurs.”

Organize and scale your business before you prepare to sell it.

Swansen emphasizes the need to get your ducks in a row before you get anywhere close to the starting line of selling your business. As an accounting expert, she primarily focuses on the financial and operational aspects of preparing for a sale.

“If your business is well-organized, profitable, and growing at scale, with all of your financials ready to go, you’re probably going to get a higher purchase price,” she says.

So what does that look like?

Several years before you’re ready to exit, it’s a good idea to implement processes and get the right team members in the right places so you can create a turnkey operation.

That means using an integrated suite of tools to automate as much as possible — for example, HubSpot’s CRM and Marketing Hub are designed to work well together, which streamlines operations and makes it easier to create a positive customer experience.

As you get closer to going to market, it’s also important to get your financials in a row to paint the best possible picture for your potential buyers.

How Much to Sell Your Business For

Della Kirkman, a CPA and business investor, uses a simple calculation to get entrepreneurs started: “A quick and easy formula is to determine the five-year weighted average of EBITDA and multiply it by the range of multiples that are appropriate for your type of business.” Kirkman says she most often uses a multiple between three and five.

Get a professional valuation.

Meeting with experts to get a professional valuation of your business is the most accurate way to find the right number. Therefore, get started with assembling a team of advisers early in the selling process, and find professionals who work closely with your industry whenever possible. The more niche their experience, the more they’ll be able to guide your sale appropriately.

Third-party experts can also ensure the business is ready to be sold. “A lot of business owners don’t realize their company can’t be transacted and isn’t packaged properly to go to market,” Jordan says. “That’s why it’s important to ask questions and get educated as soon as possible.”

Step out of solopreneur mode and put on a CEO hat.

A common roadblock Jordan sees is solopreneur businesses. For those who wear every hat at their firm, buyers feel they are essentially buying a job rather than a company. Another reason for a difficult transaction could be if a business is tied up in any sort of legal proceedings.

Jordan suggests depersonalizing your operations to make a business more appealing to buyers.

“Business owners create a business and a system in a way that’s easy for them to run, built around their strengths and personality, because they work so hard around the clock,” says Jordan. “When it comes time to sell, their quirks are not the quirks of the new owner.”

She suggests that owners create manuals, standard operating procedures (SOPs), and automations where possible.

“Just like when someone buys a new car, and you hand them the set of keys and the owner’s manual,” she says. “If you have a company you can hand off with an owner’s manual, you have something that can be transacted.”

Once you have the right deal, stay active in the process until the very end.

“As a founder, so much of your net worth is tied up in this transaction,” Williams says. “Outsourcing that process and not being involved, or expecting a lawyer or broker to be as involved in the details to the same extent you need to be, is unwise.”

Choosing a Path to Sell a Business

As you can see, there are lots of considerations to make when selling your business. And because there are so many factors — including your industry, business size, and personal goals, among others — there’s no single best way to sell your company.

You’ll want to think about whether you want

• Total control over the process
• Someone to hold your hand every step of the way
• A quick exit

Depending on the complexity of your business and your level of M&A experience, it may feel like an obvious choice to go with a broker. There’s a reason that’s one of the most popular routes. However, many businesses choose to sell directly or go to auction as well. Each of the three comes with benefits and drawbacks, so I’m going to break them down below:

Hiring a Broker

A business broker or M&A adviser acts as an intermediary, connecting you with potential buyers and guiding negotiations. Brokers can help increase your sale price, handle complex paperwork, and streamline the process — but they come at a cost.

Pros:

• You’ll gain access to a network of serious buyers.
• Your broker knows the best way to present your business to each for maximum sales price.
• Their expertise in valuation, negotiations, and deal structuring means that you’ll get the best deal.
• The process is less time-consuming than a direct sale, which means you still have time to run your business.
• They manage the process for you and help you avoid common pitfalls.

Cons:

• Broker fees are commission-driven, meaning a significant portion of the sale price goes to them.
• You’ll get less direct control over the negotiation process.
• The process of finding the right buyer may take longer (then again, it may not if they have a turnkey buyer in their network).

Where to Start:

• Research brokers with experience in your industry and business size.
• Look for brokers accredited by organizations like the International Business Brokers Association (IBBA) or M&A Source.
• Discuss their commission structure, marketing strategy, and expected timeline before signing a contract.

Selling Directly

Selling directly to a buyer gives you full control over the process. This is true regardless of who your buyer is, whether it’s a competitor, investor, employee, or even a family member. Experienced entrepreneurs who already have interested buyers and those who prefer to avoid brokerage fees often choose this option. However, there are trade-offs here as well.

Pros:

• No broker fees mean you get to take the full sale price to the bank.
• You have more — if not total — control over negotiations and deal terms.
• The process can be much faster if you already have an interested buyer.

Cons:

• You’ll need strong negotiation skills and legal/financial expertise.
• The process can be emotional and more personal if your buyer is someone you have a relationship with.
• Finding buyers can take time without broker assistance.
• You’ll experience a higher risk of legal or financial missteps.

Where to Start:

• Identify potential buyers from your industry, competitor list, or network. Keep in mind, they may be in a different region or neighborhood and want to grow by acquisition instead of scaling, so cast a wide net.
• Even if you’re not working with a broker, you’ll still want professional experts to support you, including an M&A attorney and financial adviser, to structure the deal properly.
• Consider listing your business on BizBuySell, BizQuest, or Flippa for additional exposure if you don’t have a buyer already lined up.

Going to Auction

If your business is in high demand or you need a quick sale, an auction process can be appealing. You might get multiple competing offers in a short period of time. However, keep in mind that auctions work best for businesses with strong financials, unique assets, or niche market positioning (though going too niche can also be problematic).

Pros:

• An auction may drive up the sale price through competitive bidding.
• Auctions usually lead to a faster closing process from start to finish.
• Auctions attract serious buyers who are ready to purchase.

Cons:

• You’ll need to conduct extensive prep work to ensure everything goes smoothly.
• There is no guarantee you’ll hit your desired price.
• Auctions may not be suitable for smaller or niche businesses.

Where to Start:

• Research auction platforms and decide whether you want an in-person or online auction.
• Much like the other sales processes, you’ll want to prepare all of your legal and financial documents well ahead of time. Your M&A advisor, attorney, and financial team can help here.
• Market the auction aggressively to attract high-quality bidders.

Where to Sell Your Business

If you’re wondering where to sell your business, the right place depends on its size. For small solopreneur-owned ventures, owners can list their companies anonymously on business broker sites such as BizBuySell).

There are many different business sites. Some target specific cities or states, as buyers often want to acquire local businesses. Experts recommend researching the best site to list using a simple Google search that includes your location.

Make a list of potential buyers.

For larger companies, Raffa says that entrepreneurs can spearhead the selling process directly through a sell-side banker rather than list on a business broker website.

“In that situation, you should do rounds of approaches,” he explains. “Make a list of 100 potential buyers, and start with the first 10-30 ideal ones, and work down that list.”

Raffa advises assembling your list by including companies 5-10x your size in your business space (often competitors), companies in a closely related space, companies in a similar industry who are struggling and need a new edge, and companies that want to enter your geographic market.

Create a plan for outreach.

He notes that when reaching out to potential buyers, likely only half will engage with you, and they should sign NDAs before you disclose further financial information and insider business details.

Alternatively, you can start with companies lower down the list to dip your toe in, understand the typical questions asked, and circle back to your ideal buyers when you feel more prepared.

When Williams began the process of finding a buyer, he approached direct competitors first, a tactic he says is helpful across industries.

“People in the same industry or adjacent to the industry are the easiest people to do deals with because they understand what they’re looking at,” he says.

It’s also common for business owners to get inquiries from companies or investors interested in acquiring. Even if a sale isn’t in your immediate plans, don’t ignore the opportunities, which may lay the groundwork for a deal down the road.

Life After Exiting Your Business

Selling doesn’t have to mark the end of your career — your aspirations for the future can actually be baked into the terms of the sale.

“The options are endless,” says Kirkman. “Whatever they can dream up and negotiate into the deal, they can have.”

Kirkman says this includes options such as:

• Annuity in perpetuity: a profit share for the life of the business
• Retaining ownership of a brick-and-mortar building to create a future rent stream
• Taking a revenue share for any new clients brought into the company
• Selling your business on a partial installment basis to spread out the payments (which can help with tax deductions)
• Staying on as an employee (often called an acqua-hire)
• Stay with the business as a consultant

Whatever you choose, be sure to put time into the decision-making process. If a clean break feels like the right move, it likely is. If you’re not quite ready to say goodbye, that’s OK, too.

Plus, your exit might just be the first of many, and you can use the experience to inform your future ventures.

“Most entrepreneurs, after they’ve exited something, realize that the ends won’t justify the means nearly as much as they thought they would,” Williams says of running a business that’s purely profit-driven.

“They tend to actually move into the thing that they wanted to do all along but were scared there wasn’t enough money in,” says Williams. “And they tend to make way more money in the thing they actually enjoy doing than their first exit.”

Struggling to grow your client base without breaking the bank? Email marketing delivers up to 3600% ROI — $36 for every $1 spent. Automated workflows drive results even further, generating 320% more revenue than standard email campaigns.

At FEED.The Agency, we relied on referrals for 90% of our clients. But with a tight budget and no room for pricey ads, our growth hit a wall. We needed a fast, cost-effective solution — so we turned to automated follow-up email workflows.

That shift paid off. Our automated sequence brought in $100,000 in just 30 days. Best of all, we did it with free HubSpot tools, which is proof that you don’t need deep pockets to drive big results. Now, I’m sharing the process and tools that worked for us so you can build your own high-converting email workflows and start closing more deals today.

Table of Contents

• What is an email sequence?
• How long should an email sequence be?
• How to Create an Email Sequence
• Email Sequence Examples
• 7 Email Sequence Examples
• The Email Sequence That Made Us $100,000
• Email Sequence Best Practices
• From Theory to Practice: Implementing Your Email Strategy

What is an email sequence?

An email sequence is a set of automated emails that you send to prospects, users, or customers through automation software.

Specific actions or time-based conditions trigger each email in your sequence. Common sequences include welcome emails, onboarding sequences, and lead nurturing campaigns.

Why create an email sequence?

Email sequences combine automation and personalization, allowing you to scale meaningful relationships while optimizing time and resources. Here are four more reasons why you need to create an email sequence.

1. You can build stronger relationships with potential customers.

I’ve learned that strong customer relationships happen because you show up. Regular emails keep your brand front and center because people buy from brands they remember. But visibility alone won’t cut it.

You need trust. And trust comes from consistent, valuable communication.

Share useful content, tips, and resources tailored to their needs. When your audience sees you as a source of value, you’re no longer just another brand in their inbox.

2. You improve conversions and sales.

Sales don’t happen overnight. You have to warm up cold leads, turning skepticism into curiosity, then curiosity into action. Educational emails, case studies, and customer stories make your product feel real because nothing convinces like proof.

When the timing is right, send out behavior-based email promotions. Abandoned cart? Nudge them with a reminder and maybe a discount.

3. You can segment and personalize outreach.

Not every customer wants the same thing. So why send everyone the same email? Segment your audience by behavior, preferences, or purchase history. Because when people get emails that feel like they were written just for them, they engage.

Trigger personalized follow-ups: “Since you rocked our winter jackets, here’s 20% off the scarves that complete your look.”

I’ve seen how even small personal touches like referencing their past purchase can transform a cold lead into a loyal customer.

4. You can gather insights and improve marketing.

You can’t improve what you don’t measure. Track open rates, clicks, and conversions not just for numbers but for answers. What’s working? What’s falling flat? A/B testing helps you find out.

Try two subject lines: Which one gets more clicks? Change your CTA: Which one drives action? I always remind myself: Data isn’t the goal, it’s the guide.

The real power is in what you do next. If open rates drop, I rethink the hook. If clicks lag, I tweak the offer.

Why are automated email sequences so powerful?

When you write your emails beforehand and set them up with email marketing automation to reach your email list, you can follow up with prospects automatically. Automation drives timely follow-ups, keeps leads warm, and eliminates extra manual effort. Plus, you can personalize sequences at scale to boost engagement and conversions.

This is not just theory. Automated email sequences drive real results. Here is how we proved it at FEED.

We built a follow-up sequence using HubSpot’s free Email Templates tool. In 30 days, it generated $100,000 and drove a 215% revenue increase.

How? Short emails. Clear CTAs. Follow-ups every three days. Engagement soared, and conversions followed.

The results were clear. Structured sequences, timely follow-ups, and strong CTAs are not just best practices — they are revenue drivers. You can replicate this success with your own sequences.

Tools you need to create an effective email sequence:

• Lead Generation Form. Capture leads with a form that matches your offer — like “Download our guide” — to ensure a qualified audience. Start by deciding how you will collect information, working backward from your goal of sending the email.
• Email Builder. Segment your lists and tailor sequences to user behavior. For example, create different flows for cold leads and warm prospects. Look for a tool with list-segmenting capabilities, an intuitive design interface, and a reasonable send limit for your pipeline.
• Subject Line Checker. A/B test subject lines to maximize open rates. Use a subject line testing tool to fine-tune your subject lines before you hit send. If your subject line flops, nobody reads the email, no matter how good it is.
• HubSpot Email Marketing Tool. Build sequences with HubSpot’s free templates and automate your outreach with ease.

Get started with HubSpot. HubSpot’s Email Marketing Tool is a great place to begin building personalized email sequences for your prospects or customers. Start using their free templates and customize your first sequence for a specific audience segment.

Source

How long should an email sequence be?

When we set out to design an automated email sequence, we quickly realized there was no magic number.

The length depends entirely on who you’re talking to, where they are in their buying journey, and how long your typical sales cycle runs. But here’s what mattered most to us: every email needed a job.

Defining Our Goals: What We Focused On

Here’s how we approached our nurturing sequence:

• Educate prospects along their path to purchase. We started with emails that shared customer success stories and practical tips.
• Handle objections before they arise. We addressed common concerns upfront, using FAQs and a comparison guide that highlighted our unique edge.
• Establish our authority and build trust. Our welcome email shared industry insights and a free resource, positioning us as experts from day one.
• Stay top-of-mind until they’re ready to buy. We followed up with value-packed newsletters. No hard sells, just helpful insights.

As we refined our sequence, we looked to successful examples in the field. Take food photographer Regan Baroni. She mastered the art of nurturing leads while positioning herself as an industry expert. Here’s how her approach inspired us:

• She used free resources — like “5 Tips for Better Food Photos” — to educate and engage her audience.
• She addressed objections (“Can I afford professional photos?”) with case studies that showed how her work boosted her clients’ bookings.
• She built trust by sharing her process upfront and highlighting testimonials from happy clients.
• She stayed top-of-mind with a monthly newsletter offering photography tips and behind-the-scenes content.

Source

Key Takeaways for Your Next Email Sequence

In the end, it wasn’t about how many emails we sent — it was about how well each one guided prospects toward a decision. Here’s what we learned:

• Make every email count. Focus on education, trust, and consistent value.
• Address objections head-on. FAQs, comparisons, and testimonials help prospects move forward.
• Stay helpful, not pushy. Nurture your audience with insights, not just offers.

The takeaway? Build sequences that nurture, not nag. Give value, answer objections, and stay helpful every step of the way.

How to Create an Email Sequence

So, we’ve covered what email sequences are, when to use them, and how long they should be. Now, let’s dive into how we create personalized sequences tailored to our audience and how you can do the same.

1. Determine the sequence’s purpose.

Before building our automated workflows, we got crystal clear on why each sequence existed. Every sequence needs a job. Are you:

• Driving a direct action? (e.g., booking a demo)
• Nurturing a lead? (e.g., turning ebook downloads into SQLs)
• Re-engaging cold contacts? (e.g., reviving dormant leads)

When you define the goal upfront, you can measure success and guide prospects toward the next step in their journey. Here’s how we approached it.

Follow-up Sequence: Converting Conversations Into Demos

Prospects are most engaged right after a conversation. This is your moment to drive action.

How we structured ours:

• Email 1. Recap the conversation and share promised resources. (Sent immediately)
• Email 2. Follow up with a client success story or testimonial. (Day 3)
• Email 3. Send a friendly nudge with a calendar link. (Day 5)

Here, our KPI was a prospect booking a meeting through our scheduling software.

Nurturing Sequence: Turning Content Leads Into SQLs

Not every lead is ready to buy, but they are ready to learn. Educational touchpoints build trust and keep you top-of-mind until they are ready to engage.

How we built ours:

• Email 1. Provide a resource aligned with the ebook they downloaded.
• Email 2. Share a webinar invite or a case study tackling their pain point.
• Email 3. Softly introduce your solution with a CTA like “Ready to explore how this could work for your business?”

Our nurturing campaign didn’t just educate. It converted leads into sales-qualified leads (SQLs) and primed our pipeline for success.

Whether you’re following up, nurturing, or re-engaging, every sequence should have a clear outcome.

2. Identify the enrollment criteria (or trigger) for the sequence.

You’ve built your email sequence. Now what? Without the right triggers, it just sits there, waiting. Triggers are what launch your automation at the perfect moment, turning clicks, downloads, and meetings into real opportunities.

When we set up our automated workflows, enrollment criteria were everything. They’re your automation’s “on switch,” the rules that decide who gets your emails and when.

Set them right, and your workflows run smoothly, delivering emails when they’re most effective. Set them wrong or skip them, and you risk losing leads before they even reach your inbox.

Common Enrollment Triggers (and When to Use Them)

Different triggers serve different goals. Choose the ones that match your sequence’s purpose.

Lead Capture Triggers: Start nurturing sequences when a lead takes action.

• When a contact submits a form (e.g., downloads an ebook).
• When a contact subscribes to your newsletter.

Behavioral Triggers: Follow up based on what a contact does.

• When they visit a high-intent page (like pricing or case studies).
• When they click a key link in an email.

Lifecycle Stage Triggers: Automate sales outreach based on lead qualification.

• When a contact moves from MQL to SQL.
• When they engage with a specific sales pipeline deal stage.

Event-Based Triggers: Respond immediately to key moments.

• When they book a meeting (send a confirmation and pre-call resources).
• When they miss a meeting (trigger a re-engagement sequence).

How We Used Triggers

Here’s how we applied these triggers with our automated workflows:

• Sales Follow-Ups. We manually enrolled qualified leads after discovery calls using our CRM. No hot lead got left behind.
• Content Nurturing. A simple ebook download triggered a three-step nurturing sequence that moved leads from interest to SQL.
• Demo No-Shows. A missed meeting auto-triggered a follow-up sequence with a new calendar link and a friendly re-invite.

Each trigger ensured our automation reached leads at exactly the right time — when engagement was highest.

Pro tip: No matter which triggers you use, your automation is only as good as your data. We learned this the hard way — one misconfigured property caused us to email old leads with the wrong offers (ouch). Now, we regularly audit our CRM to ensure every trigger is accurate and every workflow fires as expected.

If you’re using HubSpot (like we did), you can create triggers using properties like page views, form submissions, or lifecycle stages.

Bonus: HubSpot’s built-in filters help ensure only qualified leads enter your sequences — so you send the right emails to the right people. Learn more about HubSpot’s enrollment criteria here.

3. Determine the duration of the sequence and the number of emails required.

Your prospects’ inboxes are crowded. Hundreds of emails compete for their attention every day. So, how do you make yours the one they actually open, read, and act on? It starts with getting your timing and touchpoints just right.

When we built our automated workflows, we didn’t guess how many emails to send or when to send them.

We built our cadence around the buyer’s journey. The length and frequency of the sequence had one job: Move leads step-by-step toward conversion without overwhelming them.

Here’s how we planned our sequence and how you can, too.

Sales Follow-Up Sequence: Matching the Sales Cycle

Since our average sales cycle was about 30 days, we planned twice-a-week touchpoints, enough to stay top-of-mind without spamming. That meant:

• 8 emails over 30 days. We spaced them out to nurture interest, answer objections, and drive action.
• Each email had a purpose. From recapping the conversation to sharing success stories and offering a clear path to book a demo.

The result? Higher engagement and more meetings without adding more manual follow-ups to our workload.

Nurture Sequence: Pacing for Long-Term Engagement

When leads downloaded our ebook, we knew they weren’t ready to buy yet. Instead of rushing, we built a slower, value-driven sequence:

• Five emails over 45 days, delivered weekly.
• Each touchpoint delivered actionable insights, case studies, or resources to educate. By the time we introduced a soft CTA, our leads already trusted us, which made conversions easier.

Short Follow-Up Sequence: Timing for Warmer Leads

Not every sequence needs eight emails. For follow-ups after face-to-face meetings, we kept it short and personal:

• Three emails over seven days, then a task to follow up by phone (automated through our CRM).
• Short, friendly reminders plus a “just checking in” note kept the conversation going without feeling pushy.

Our Framework for Sequence Planning

When mapping your sequence, start with your goal and work backward:

It’s not about how many emails you send. It’s about when and why you send them. The best sequences meet prospects where they are — with the right message at the right time.

4. Write the emails for the sequence.

Once we had our sequence mapped, it was time to write emails that didn’t just land in inboxes. They hit a nerve. Forget generic “just checking in” emails.

We built every email around a pain point our prospects were already feeling, then showed them how to fix it.

Here’s how we approached email copywriting and how you can, too.

1. Every email had a job built on pain, not a pitch.

We refused to write “just following up” emails. Every email attacked a frustration, showed what it was costing them, and then offered a way out. Our emails did one of three things:

• Expose a pain. Call out a problem they already know is killing their progress.
• Agitate the cost. Show them what happens if they don’t fix it without fear-mongering.
• Offer a path forward. Position the call-to-action (CTA) as relief from their frustration.

2. We wrote evergreen emails but made them feel personal.

To scale, we kept emails evergreen, but every line felt like it was written just for them. We did this by:

• Behavior-based hooks. We started every email with why they were getting it.

• “I noticed you downloaded [resource], so you might be hitting this roadblock…”
• “You visited our pricing page, so I’m guessing [common hesitation] might be on your mind.”

• Sharp personalization. We went beyond personalization tokens and referenced their role, problem, and industry.

3. Our proven pain-point email structure.

We used a simple structure that kept every email short and impossible to ignore.

• Subject: Name the problem or consequence (“How long can you afford this?”).
• Opening: Go straight to the pain. Skip the small talk.
• Agitate: Show what it’s costing them.
• Solution: Offer a way out. Keep it short.
• CTA: Simple, low-commitment action (“Want to see how this could work for you?”).

Example 1: “Silent Killer” Email

Sent: When they downloaded a resource.

Subject: [First Name], is [pain point] quietly killing your pipeline?

Hi [First Name],

You downloaded [resource], which tells me you’re trying to fix [problem]. But here’s the thing:

The biggest killer of pipeline deals isn’t a bad product. It’s silence.

And that silence usually happens because:

• Your follow-ups come too late or not at all.
• Your emails blend into a sea of “just checking in.”
• You stop reaching out after two touchpoints (when most conversions happen after five).

The cost? More lost deals. More ghosted demos. And more “we went with someone else” emails.

Want to see how [Company X] fixed this and booked 35% more demos without manual follow-up?

Here’s a quick link to chat: [Calendar Link]

[Your Name]

Example 2: “Stop Wasting Warm Leads”

Sent: To pricing page visitors

Subject: [First Name], how many warm leads are you losing like this?

Hi [First Name],

Saw you checked out our pricing page, so I’m guessing you’re weighing your options. But here’s the real cost to consider:

How many warm leads are you losing before they even decide?

Most teams don’t lose deals at the pitch; they lose them in the follow-up gap. Here’s why it happens:

• Your fastest competitor responds first (and wins the deal).
• Leads go cold when they don’t hear from you quickly enough.
• You give up too soon. Most conversions happen after 5+ touchpoints, but most teams quit after 2.

We built an automated workflow that fixes this, and it helped [Company Y] increase conversions by 40%. Want to see how it works? Here’s a time: [Calendar Link]

Best,[Your Name]

Example 3: “They Chose Someone Else”

Sent: To handle objections

Subject: [First Name], here’s why they went with your competitor.

Hi [First Name],

Ever lost a deal to a competitor and thought: “But we were the better fit”?

It wasn’t your solution. It was your timing. Here’s why most teams lose deals they should win:

• They reply too slowly: By the time they follow up, the prospect’s moved on.
• Their follow-ups sound like templates. Zero relevance, Zero replies.
• They stop too soon. 80% of deals need 5+ touchpoints, but most teams quit after 2.

[Company X] fixed this with an automated follow-up sequence that:

• Replied to new leads within 5 minutes — automatically.
• Sent 6 touchpoints over 21 days — without adding manual work.
• Increased demo bookings by 40% — without hiring more reps.

Want to see how this could work for your team? Let’s find 15 minutes: [Calendar Link]

Best,[Your Name]

Pro tip: The highest-converting emails don’t “sell.” They expose the pain your lead is already feeling and make your solution the obvious way out.

5. Build the emails using email software.

With our emails written and ready to convert, it was time to bring them to life in our email software. This is where strategy meets execution because even the best emails won’t drive results if you build them poorly or send them at the wrong time.

Here’s how we built our emails.

Sales vs. Marketing Emails: Matching the Build to the Goal

We didn’t treat every email the same. We matched how we built the emails to what they needed to do.

• Sales Sequence Emails. Plain-text, no heavy formatting because personal, one-to-one emails from a rep drive more replies.
• Marketing Nurture Emails. Structured layouts with headers, CTA buttons, and visuals because these emails needed to educate, nurture, and drive clicks.

Here’s how we build out emails:

1. Copy the text into the Email Builder. Paste directly. No fancy formatting that breaks on mobile.
2. Match the email to its goal.

• Sales emails: Plain-text with a clear reply prompt.
• Marketing emails: CTA buttons, headers, and scannable sections.

3. Add personalization tokens. [First Name], [Company], or [Last Action] — small touches that make a big impact.
4. Embed tracking links. Add UTM parameters to every CTA to measure performance.
5. Set previews and snippets. Write preview text that complements your subject line — don’t leave it to default.
6. Check mobile view. Test button sizes, font spacing, and load times.
7. Test deliverability. Run a spam check to catch issues before hitting “send.”

Pro tips:

• Use plain-text for sales and visuals for nurture. Sales emails should feel like personal outreach, nurture emails should guide clicks.
• Keep emails under 125 words. Short emails are less overwhelming and get more replies.
• Be sure all images have ALT text. If images fail to load, your message still gets through.
• Over half of your leads will open on their phone — make it easy to read and reply on mobile.

Great copy without clean, mobile-optimized delivery is like a billboard in the desert. Make sure your emails don’t just say the right thing. They should show up the right way, too.

6. Set up the automation.

This is where everything came together. With our emails ready, it was time to automate — because a sequence only works if it reaches the right lead with the right message at the right time.

Here’s how we set it up — and how you can, too.

Sequence Structure

When building automation workflows, every sequence followed this simple structure:

1. Trigger (When). What action starts the sequence? (e.g., Downloading a guide).
2. Action (What). What happens next? (e.g., Send Email 1).
3. Timing (Pacing). How long between each email? (e.g., Wait 3 days).
4. Logic (If/Then). What happens based on their behavior? (e.g., If they reply, exit the sequence).

Example: Our Sales Follow-up Workflow

Scenario: Following up with leads who booked a discovery call but didn’t convert.

• Trigger. Contact books a discovery call but doesn’t move forward.
• Email 1 (Day 1). Thank-you email + case study link.
• Wait 3 days. If no response …
• Email 2 (Day 4). Share a customer success story with a clear outcome.
• If they click the link, create a task for a sales rep to follow up personally.
• If no click after 5 days, Send a final “door closing” email.

Here are some resources for working with HubSpot’s automation tool:

• Creating Workflows
• Creating Sequences

Pro tips:

• I recommend starting simple triggers + follow-ups first — then adding conditions as you learn.
• Use delays wisely. A “Wait 2 days” delay outperforms immediate sends — less pressure, more response.
• Score your leads automatically. Add points for clicks, replies, or bookings — then notify sales when they’re hot.
• Add exit conditions. Stop the sequence if they convert — no one likes “Did you get my email?” after they booked.

7. Test the sequence.

We learned this the hard way: One broken link can kill a campaign, and one personalization error can kill trust. Testing isn’t a checkbox — it’s how we made sure every email worked before it reached a prospect’s inbox.

Here’s how we tested our sequences:

1. Proofread for clarity and errors. Triple-check spelling, links, and personalization tokens. If there’s a typo, readers will see it.
2. Test across devices. Don’t lose conversions to bad formatting or poor rendering on different devices.
3. Check deliverability. Run the email through a tool like GlockApps or MailTester — because emails that land in spam never convert.
4. Verify personalization tokens. Send a test email to yourself. If you see “[First Name],” so will your leads.
5. Test timing and triggers. Preview the automation and run a test contact through the sequence — broken triggers mean broken campaigns.

In one of our early sequences, we missed a personalization token, and every email opened with:

“Hi [First Name],”

The result? A 20% drop in replies. Worse, some leads replied just to point out the error which is not great for trust. Since then, testing personalization has been our first checkpoint — every time.

Email Sequence Examples

You’ve sent follow-up emails, but what other sequences can drive engagement?

7 Email Sequence Examples

Let’s explore seven powerful email sequences you can use to captivate your prospects.

1. Nurturing Email Sequences

A nurturing sequence introduces the prospect to you, your company, and your offerings. It’s often called a welcome sequence. Subscribers may have downloaded an ebook or opted into a content offer, but that doesn’t mean they’re sales-ready.

A nurturing sequence builds trust by showing social proof, handling objections, and demonstrating value.

Here’s an example from Moment:

Source

This type of sequence is ideal for companies with short sales cycles, such as consumer packaged goods or simple B2B digital tools.

To get the best results from a nurturing sequence, I recommend focusing on educating your prospects, not selling to them. Share valuable tips, resources, or insights. Build trust, and when they’re ready to buy, you’ll be top-of-mind.

What I like: Moment uses its nurturing email to stay educational rather than salesy. It feels warm and authentic. The email builds trust by showing the value upfront without pushing the product.

If I were receiving it, I’d appreciate the helpful tips that make me feel like the company understands me as a customer. Plus, it’s short and sweet, just right for a nurturing email.

Pro tip: Keep these emails simple and value-focused. A short story, a testimonial, or a quick resource can work wonders.

2. Onboarding Email Sequences

After you sign up for a service, what’s the first thing you want? Clear direction. That’s where onboarding email sequences come in.

An onboarding email can be as simple as a welcome message or a straightforward outline of the next steps.

These sequences can be plain text and direct — you don’t need fancy designs. Since new customers expect to hear from you, open rates are usually high.

Here’s an example of an onboarding email from Writing From Nowhere:

What I like: I like how Writing From Nowhere keeps its onboarding email direct and approachable. It’s plain text, which feels personal — almost like a message from a friend.

The email offers a clear next step. No overload, just what I need. Because it’s simple and fluff-free, it sets the tone for a smooth working relationship: direct, fast, and trust-building.

Pro tip: Make the first email fast, friendly, and useful. Include a single, unmistakable action they can take immediately to get started.

3. Engagement Email Sequences

An engagement email sequence uses email to build rapport with prospects. The goal is to get them to click, reply, or share your content so you stay top-of-mind.

Here’s an example of an email in an engagement sequence from A Kids Book About:

Source

In this email, A Kids Book About promotes upcoming events with clear dates and titles, making it easy for readers to decide which ones to attend. The layout is clean, with event details front and center. No hunting for information. Plus, the subject line builds excitement without being clickbaity.

This type of sequence is perfect for brands with frequent events, launches, or content updates.

Engagement emails work best once you’ve already built some relationship — when recipients look forward to your emails.

What I like: This email gets straight to the point, with dates, titles, and why the reader should care. It feels organized but not overwhelming. The design makes each event easy to skim, which I’d appreciate if I were busy but curious.

What really stands out to me is how they balance promotion with value. They aren’t just saying, “Come to our event.” They’re making it easy for me to choose which event is right for me. If I were a subscriber, I’d feel like they respect my time by keeping it brief but useful.

Also, I love how they build anticipation without shouting. There is no over-the-top urgency; it is just, “Here’s what’s happening; we’d love to see you.”

That approach feels more authentic and community-driven, which perfectly fits their brand.

4. Conversion Email Sequences

A conversion email sequence is designed to drive action, whether it’s booking a meeting, scheduling a demo, or claiming an offer.

Unlike nurturing or engagement emails, conversion emails are direct: the goal is to turn interest into commitment. These emails should be clear, concise, and centered around a single CTA.

Great conversion emails often use these strategies:

• Identify the reader’s persona or archetype. Call out their pain points to show you understand their needs.
• Focus on a specific problem. Position your solution clearly and tie it to their goals.
• Keep one clear CTA. Don’t confuse the reader: one button, one action.
• Add social proof. Use testimonials or results to remove doubt.

Here’s an example from Yokel Local:

In this email, Yokel Local opens by addressing the different roles a reader plays in their business, immediately making them feel seen.

They zero in on a common pain point: struggling to generate leads. The email quickly shifts to a solution: Book a meeting to solve your lead generation challenges.

The layout is clean and purposeful: one bold CTA button, “Book a 30-minute free strategy session,” so there’s no confusion about the next step. Plus, they use customer results to build trust — letting outcomes, not promises, do the selling.

What I like: I really like how Yokel Local structures this email. It feels personal and targeted.

I also like how they identify the problem (too much work to do, taking their focus away from lead generation) and tie it directly to their solution (book a meeting for help). No jargon, no fluff.

5. Follow-up Email Sequences

A follow-up email sequence is designed to reconnect with prospects who haven’t responded to your initial outreach. Just because someone didn’t reply doesn’t mean they’re not interested.

They may be busy, unsure, or need a reminder. Follow-up emails are crucial for keeping the conversation alive without being pushy.

Great follow-up emails often:

• Keep it short and polite. Respect their time. Brevity is key.
• Acknowledge the silence. A soft nudge works better than a hard sell.
• Re-state the value or offer. Quickly remind them why they should care.
• Have one clear CTA. Make it easy for them to take action.

Here’s an example of a follow-up email:

Source

What I like: This follow-up email is simple but effective. It opens by politely checking in. No pressure, just a quick “Following up” to stay on their radar.

Then, it restates the value: solving their productivity problems. Finally, it closes with a clear, easy CTA, “Schedule a call,” making it effortless to respond.

The value reminder is quick but sharp. There is no long pitch, just a clear solution to their pain point (productivity). If I were on the fence, this email would remind me why I reached out without overwhelming me.

6. Re-Engagement Email Sequence

A re-engagement email sequence is designed to win back subscribers who have gone cold. People who stopped opening your emails or engaging with your content. The goal is to remind them why they signed up and rekindle their interest.

Great re-engagement emails often:

• Acknowledge the inactivity. Be direct. Let them know you’ve noticed they’ve been quiet.
• Offer value or an incentive. A free resource, discount, or exclusive content can re-spark interest.
• Make it easy to stay connected. One-click options to update preferences or re-subscribe.
• Give them an opt-out option. It’s better to clean your list than keep disinterested contacts.

Here’s one of our account deletion re-engagement emails:

What I like: I like how this email gets straight to the point. The subject line alone, “Your HubSpot account will be deactivated in 30 days,” grabs my attention because it’s specific and urgent. If I were disengaged, this would make me pause and consider taking action.

The design is minimal and effective: no clutter, no unnecessary images. Just a clear warning and a big, easy-to-spot “Sign in” button. I love this because there’s zero friction. One-click, problem solved.

Plus, they give me a deadline (30 days) but without panic-inducing language. The balance is perfect: firm but friendly.

7. Reminder Email Sequences

A webinar reminder email sequence is designed to ensure registrants don’t forget the event. Even if someone signs up, life gets busy, and reminders boost attendance rates.

Great webinar reminder emails often:

• Keep the subject line clear and time-sensitive. Simple lines like “[Webinar Name] starts tomorrow!” or “Don’t miss us at 2 PM!” drive urgency.
• Reinforce the key details. The time, date, and webinar link should be instantly visible.
• Offer an easy calendar add. A quick “Add to Calendar” button reduces no-shows.
• Build excitement with value. Briefly remind attendees what they’ll gain by attending.

Here’s an example from Dyspatch:

Source

In this email, Dyspatch does a great job of making the details crystal clear: the webinar title and time are right at the top.

What I like: I like how well-designed this email is. It’s straight to the point and easy on the eyes. The clean layout and bold headings make the essential details impossible to miss. I’d know exactly when and where to join the webinar within seconds of opening the email.

The best part is the direct “Join Webinar” button, which is clickable and right up front. If I were rushing between meetings, this would be a lifesaver. I hate when webinar reminders bury the link halfway down the page.

The Email Sequence That Made Us $100,000

What if you could turn a simple email sequence into $100,000 in 30 days? That’s exactly what we did — without paid ads, a huge list, or complex funnels. And now, we’re breaking down every step so you can do the same.

This sequence worked because it tapped into three powerful emotions that drive action:

• Recognition (Pride). People love being acknowledged as it grabs attention instantly.
• FOMO (Regret). If they don’t act, they’ll lose out on an opportunity their competitors might seize.
• Reciprocity (Gratitude). Provide value, insights, or tools, and they’ll feel compelled to engage.

Here’s exactly how we built this sequence, from finding the right leads to sending the perfect follow-ups. Every step, every email, and every insight that made this work.

Step 1. Find prospects who are mentioned in the news.

As a branding agency in the healthcare industry, the majority of our clients are doctors or dentists. To hit $100K in 30 days, we needed the right leads.

Our target? The doctors and dentists featured in the news. These professionals were getting attention but didn’t always know how to capitalize on it. That’s where we came in. Most businesses chase cold leads. We focused on warm prospects: professionals already being talked about who just needed help leveraging that visibility.

And the best part? These leads weren’t just warm — they were likely to reply because we weren’t selling, we were congratulating.

How We Found Them

1. Set Up Google Alerts to automate lead discovery.

• Go to Google Alerts.
• Enter industry-specific keywords (e.g., “orthopedic surgery” or “cosmetic dentistry”).
• Click Create Alert to get email notifications whenever relevant articles are published.

2. Use Feedly for Industry News (Curated Lead List)

• Sign up for Feedly and create a new feed.
• Add high-authority industry websites (e.g., KevinMD.com, TEDmed.com, AdWeek).
• Check the feed daily for doctors or dentists who are getting media coverage.

In the example below, we track the keyword “orthopedic surgery” in Google Alerts. After entering the keyword and my email address, I click “Create Alert.” Now, I will receive an alert any time the news mentions orthopedic surgeries or orthopedic surgeons.

Feedly is another tool to use when monitoring news topics. It is a space where you can privately organize and research topics relevant to you. It is an alternate tool Feed the Agency uses to discover doctors mentioned in the news.

To use the platform, add websites to your “feed.” When a website you’re monitoring publishes a new article, you’ll receive an alert within the platform.

For example, a website we follow in our industry is KevinMD.com. To add it to our feed, I:

• Click “+Add Content.”
• Enter the URL in the search bar: KevinMD.com.
• Click the green “+Feedly” button.
• Click “Add.”

In those four steps, we added KevinMD to our feed. TEDmed.com, AdWeek, and Advertising Age are other websites we’ve used to acquire new customers. They are examples of other websites I have added to my Feedly account.

To view the content from these websites, I click on the “Health” tab, where all the content appears at once.

Step 2. Send an email congratulating them on their news coverage.

Finding the right prospects is only half the battle. The first email determines whether they engage or ignore you. Our goal? A warm, non-sales introduction that stands out from the dozens of emails cluttering their inbox.

Using the free email templates builder from Sales Hub, here’s one of the emails we sent in our first outreach:

Subject: Dr. [Last Name], saw your feature — quick question

Hi Dr. [Last Name],

I saw your feature in [Publication]. Congratulations — great to see your expertise getting recognized.

Many doctors we’ve worked with tell us that after a big media feature, patient inquiries spike — but so do branding challenges. Suddenly, you’re more visible, but are the right patients finding you?

We recently helped Dr. [Similar Name] turn their media exposure into a 30% increase in patient inquiries — without relying on expensive ad campaigns or generic marketing.

If you’d like to learn how we did it, let’s set up a quick call. Please schedule 15 minutes on my calendar.

Best,

Matthew

Why this works:

• There’s recognition first. Opens with genuine congratulations, making the email feel personal.
• We use the pain point hook. Taps into a challenge they may not have considered yet.
• There’s a soft CTA. No “hard sell” or meeting request — just an offer to help.

If they don’t respond within 24 hours, we follow up with Email 2: A personalized and valuable offer.

Step 3. Send a follow-up email with helpful content personalized to their industry.

Not every prospect responds to the first email, and that’s normal. The key to a great follow-up isn’t just “checking in”; it’s offering something so valuable they can’t ignore it. This email shifts the conversation from a simple introduction to real value, positioning us as a trusted resource, not just another pitch.

Email Template – Follow-Up with a Personalized Tool

Subject: Dr. [Last Name], I made this for you

Hi Dr. [Last Name],

I know you’re busy, so I’ll keep this quick. I reached out earlier about your recent feature in [Publication] — and I put something together that might help you make the most of that momentum.

It’s a Physician Brand Differentiation Survey that reveals how your practice stands out, or doesn’t, compared to other top doctors in [City]. Most doctors are surprised by what they find.

See how your brand compares. Take the 3-minute survey here. [Insert Link]

When we speak, I’ll compare your results to those of the top physician brands nationwide. If you’d like to discuss your results, please schedule a time here: [Calendar Link].

Best,

Matthew

Add names whenever possible. Adding a doctor’s name to the survey increased our response rates.

Although it was a small tweak, personalization is a powerful tool. If this email fails to drive prospects to reply or book time on my calendar, I’ll send a second follow-up email using the “Trying to Connect” email template.

Step 4. Handling No response (The “Trying to Connect” Email)

At this point, we’ve sent two emails with no response. That doesn’t mean they’re not interested — it means they’re busy or undecided. This email keeps the conversation alive by removing pressure, offering flexibility, and making it easy to say “yes.”

Email Template – The “Trying to Connect” Email

Subject: Still interested? I can make this easy.

Hi Dr. [Last Name],

I know your schedule is packed, and I want to make this as easy as possible for you.

Many physicians tell me they’re too busy to think about branding — until patient inquiries slow down or competitors start taking market share. I’d hate to see that happen when a simple shift could keep you top-of-mind with the right patients.

I’m happy to accommodate your schedule, including early mornings or weekends.

Let me know what works, or schedule a time here: [Calendar Link]. If now isn’t the right time, just reply “later,” and I’ll follow up in a few weeks.

Best,

Matthew

Why this works:

• The message has a confident but low-pressure tone. No apologies, just an easy way forward.
• The writer reintroduces the pain point subtly. Reminds them why this matters.
• The writer gives them an easy out. “Reply later” reduces friction and keeps the door open.

If there’s still no response, we move to Email 5, the “Permission to Close” Email, where we introduce scarcity and force a decision.

This single email had the highest response rate of all the templates. Why? Offering extended hours could be the key.

Without mentioning explicit hours, prospects might automatically assume that scheduling times are during their business hours. Offering times outside of regular “9 to 5” hours can push prospects to take action.

Step 5. The Final Follow-Up (“Permission to Close Your File?”)

Silence doesn’t always mean “no” — sometimes, it just means “not yet.” But instead of chasing unresponsive leads, we shift the power dynamic. This email works because it gives them two options: engage now or lose the opportunity forever. The fear of missing out does the rest.

Email Template – The “Permission to Close” Email

Subject: Dr. [Last Name], should I take you off the list?

Hi Dr. [Last Name],

I wanted to follow up one last time. We’re finalizing our client list for the month, and I wasn’t sure if you still wanted to explore how to turn your recent media coverage into a patient growth strategy.

I don’t want to clutter your inbox if this isn’t a priority. But if you’re still considering it, now is the time — we won’t be reopening spots for another few months.

Just reply “yes” if you’d like to schedule a call or “close” if now isn’t the right time. Either way, I’ll take care of the next steps.

Best,

Matthew

Why this works:

• The message applies subtle scarcity. Frames this as a now-or-never decision.
• The email keeps it effortless to respond. A one-word reply makes it easy to act.
• The writer maintains authority. No begging, just a professional close-out.

If they don’t respond? We move on. The worst thing you can do is keep chasing dead leads.

Step 6. Improve your email sequence templates by measuring their performance.

A sequence is only as good as its results. Even a well-written email can fail if it’s sent at the wrong time, to the wrong person, or with the wrong message. That’s why tracking performance isn’t optional.

HubSpot’s free email templates tool allows you to measure open rates and click rates. These templates give you the potential to get similar results. Try it out. Create a free HubSpot account, open the email templates tool, and click send.

At Feed.The Agency, we measured email performance and made improvements as we saw fit.

We didn’t just track numbers. We used them to make strategic changes. Here’s what we measured:

• Open Rate. Did our subject lines work? (Target: 50% or higher)
• Reply Rate. Did the email drive engagement? (Target: 10% or higher)
• CTA Click Rate. Were people taking action? (Target: 15% or higher)
• Conversion Rate. How many leads booked a call? (Target: 5–10%)

Key insight from our testing:

One small tweak made a huge difference: We changed the subject line of Email #1 from “Free to chat?” to “Dr. [Last Name], saw your feature — quick question.” That alone increased open rates from 42% to 58%.

Our Email Optimization Framework

We didn’t guess our way to better results. We tested systematically by:

1. Identifying the weakest link. We identified the underperforming metrics: Open rate, replies, clicks, or conversions.
2. A/B testing. When running an A/B Test, we changed only one variable at a time: the subject line, CTA, or timing.
3. Tracking and comparing. We measured results over 7–14 days. Keep what works, discard what doesn’t.
4. Refining and scaling. We applied winning changes across the entire sequence.

If you don’t track and refine, you’re wasting money. The only way to build a high-performing email sequence is to test, tweak, and optimize it repeatedly.

Email Sequence Best Practices

No matter the kind of email sequence you’re creating, there are some best practices you have to keep in mind to ensure that you get the best results possible.

1. Set SMART goals.

Ever feel like your email sequences are just shots in the dark? That’s where SMART goals come in.

Before starting an email sequence, ask yourself: What do I want to achieve with this?

All email sequences have goals, but only SMART goals make success measurable. For example, a lead nurturing sequence might aim to gain 100 webinar signups in 14 days, while an abandoned cart sequence could target a 10% recovery rate within a week.

When setting goals for your sequences, make sure they’re SMART — Specific, Measurable, Achievable, Relevant, and Time-Bound. This framework ensures that you set realistic goals and achieve them on or before the deadline you set.

Here’s how to apply SMART goals in action:

For a welcome sequence, a goal could be: “Convert 5% of new subscribers to customers within 30 days by offering a limited-time discount.”

Without clear targets, your email sequence becomes guesswork. That’s why I think SMART goals are essential — they help you track success and adjust when needed.

Before you draft your first email, write down your SMART goal and how you’ll measure success.

2. Create an outline for your email sequence.

Ever stare at a blank page, unsure where to start your email sequence? That’s where an outline saves the day.

Creating an outline will help you determine how many emails will be in each sequence. Write down everything you want to include in your emails. When you’re done writing out your ideas, group similar topics into categories.

When grouping your ideas into categories, think about your sequence’s purpose. For example:

• If you’re launching a product, group emails into categories like ‘Product Benefits,’ ‘Customer Stories,’ and ‘Limited-Time Offers.’
• If you’re teaching a skill, outline categories like ‘Getting Started,’ ‘Common Mistakes,’ and ‘Pro Tips.’

Once your outline feels solid, work backward from your main goal. For example, if you’re teaching your subscribers how to start a podcast, your outline might include categories like:

• Choosing Equipment
• Recording Your First Episode
• Promoting Your Show

Outlines aren’t meant to be perfect. They’re roadmaps. Expect to adjust them as you write and refine your emails.

So, grab a notebook or open a doc and start writing down ideas for your next email sequence.

3. Write evergreen content.

Here’s the beauty of automated email sequences: You can write them once, and they’ll keep working for you day after day. Make your email content evergreen and relevant to everyone in the customer segment that’ll receive the sequence.

I recommend avoiding trendy jokes or information that won’t be relevant in the next couple of months. If you include these, you’ll have to constantly edit your email sequence, which defeats the purpose of saving time and providing your customers with a personalized experience.

Instead, write content that centers on your audience’s long-term goals or pain points, such as onboarding guides, case studies, or how-to resources.

For example, Asana sets up new enterprise users with a quick start guide that won’t need updates, which saves them time and resources:

4. Write effective subject lines.

No opens, no results. It’s that simple. The key? Writing irresistible email subject lines.

Consider running A/B tests within your email automation software. A/B tests don’t just boost open rates. They reveal what language, tone, and topics connect with your audience. Test, analyze, and refine so you can consistently craft subject lines that drive higher open rates.

Preview how your subject lines look using a subject line tester, like CoSchedule’s Headline Analyzer, to spot length issues and improve readability before you hit send.

Source

5. Include a CTA.

No matter the kind of email sequence you send out, you should always include a CTA to help your readers know what to do next if they decide to act. A clear CTA prevents confusion, drives action, and increases conversions — because without direction, most readers won’t act.

For example, if you’re sending out an abandoned cart email sequence, include a CTA such as “Continue shopping” or “Return to cart” to guide customers back to your website to complete the purchase.

If you don’t include this CTA, they’ll close the email and forget about the cart completely.

So, before you hit send, ask yourself: Is my CTA clear, actionable, and easy to find? If not — fix it. If you’re unsure, test it: Could a reader act without reading anything else? If not, make it bolder, shorter, or more urgent.

6. Test all aspects of your email sequence.

Testing your subject line boosts open rates, but why stop there? Every element, from CTAs to design, can impact engagement, clicks, and conversions, so I believe it’s worth testing beyond the subject line. Test every aspect of your email sequence, including CTAs, design elements, email body copy, and the number of emails in a sequence.

Start with one variable at a time, such as testing two subject lines or different CTA placements, to identify what moves the needle.

For example, test subject lines over a week to gather statistically significant data or alternate CTA placements across two email campaigns to identify performance differences. Running split tests on these email elements will help you know which ones resonate most with your audience and encourage them to take action.

When you have this data, you’ll be able to increase open rates, boost click-throughs, and drive more conversions. With 38% of brands increasing their email budget, testing and optimizing your sequences isn’t optional. It’s how you stay competitive. Are your budget and testing strategy ready to keep up?

7. Personalize beyond their first name.

Make your emails feel like they’re written for the reader, not at them. True personalization goes beyond adding a name to the subject line. Tailor emails based on behavior, preferences, and purchase history because personalization isn’t just a tactic. It’s a trust-builder.

For example, you can send follow-ups based on clicks, downloads, or purchases to meet subscribers with exactly what they need when they need it. If someone downloaded a free guide on marathon training, follow up with a discount on running shoes or an invite to a virtual coaching session.

“Hey Jamie, still thinking about those running shoes? Lace up with 10% off — because your next mile is waiting.”

If you’re not using behavior-based triggers, you’re leaving money on the table. I’ve found even one personalized follow-up can drive conversions.

8. Build trust before, during, and after the sequence.

The relationship doesn’t end when the sequence does. Focus on clarity, consent, and follow-through — because trust is earned in every inbox interaction.

Trust me, nobody wants to hunt for the unsubscribe button or, worse, log into some forgotten account. And nothing kills trust faster than unsubscribing and still getting emails. (You know the ones: “You’ll stop receiving emails… in 7-10 business days.”) Why is it so hard to just leave?

Make unsubscribing human and easy. No guilt trips. No hoops. No delays.

Try this: “Not loving our emails? Tell us what you’d rather see or unsubscribe — no hard feelings.”

People come back to brands that let them leave without a fight. If you want to reduce your unsubscribe rate, let subscribers choose how often they hear from you.

Here’s what you can add to your next welcome email sequence:

“Get emails your way. Choose ‘weekly updates,’ ‘just the big news,’ or even ‘email-free vacations.’”

Let them stay on their terms. That’s how you build trust because trust isn’t what you say. It’s being considerate enough to respect their time and preferences.

From Theory to Practice: Implementing Your Email Strategy

Our journey started with a simple goal: Find a cost-effective way to grow without relying on referrals. What surprised me most was that it wasn’t just about earning $100,000 in 30 days.

It was discovering that the most powerful emails weren’t the ones with fancy designs or complex automation. They were the ones that felt human, celebrating others’ success before asking for anything in return.

Remember how we started with the ROI stats — email marketing’s 3600% return and automated workflows generating 320% more revenue?

Our experience proved these weren’t just numbers. But here’s what really matters: You don’t need a massive budget or complex tools to get started. Whether you’re a solo practitioner or running an agency, the same principles apply: lead with value, stay consistent, and make every email count.

Ready to write your own success story? Your next breakthrough might be just one sequence away.

Editor’s note: This post was originally published in November 2015 and has been updated for comprehensiveness.

I’ve run email campaigns for product launches, cold leads, fundraising drives — you name it. One thing I’ve learned? Open rates are just the beginning. I’ve seen high opens lead to zero engagement, and average numbers drive major results.

The difference? Context, timing, and strategy.

In this post, I’ll walk you through the most recent benchmarks on email open rates by industry and share real-world tips that have worked for me and others in the field. And yes, I’ll tell you where I’ve gotten it wrong, too — because that’s where the learning really sticks.

Let’s dive into what the numbers are saying and what they actually mean for your next campaign.

Table of Contents

• What is the average open rate for email marketing?
• What is a good email open rate?
• Why Email Marketing Still Matters + B2B Email Marketing Benchmarks
• Email Marketing Benchmarks
• Average Email Open Rates by Industry (2025 Benchmarks)
• How to Improve Open Rates: 6 Methods That Work
• Average Email Click-Through Rates by Industry (2025 Benchmarks)
• How to Improve Click-Through Rates: 6 Methods That Work
• Email Click-Through Rates: Stats and Best Practices
• Frequently Asked Questions About Email Marketing
• Final Thoughts (And What I Wish I Knew Sooner)

What is the average open rate for email marketing?

As of 2025, the average email open rate across industries is 42.35%. That’s higher than it’s been in years, but take it with a grain of salt. I’ve worked with clients in SaaS and B2B where 25% was a win, and others in community spaces hitting 55% consistently.

So ask yourself this: Are your opens growing over time? Are the right people opening your emails? Because that’s what actually moves the needle.

I use tools like HubSpot’s email health tool and A/B testing to get real clarity. When open rates dipped on a campaign last year, it wasn’t because people didn’t care — it was because our subject lines weren’t specific enough. One small tweak (“Get your seat before Frida”) brought our open rate up by 11%.

What is a good email open rate?

Here’s what I’ve found in my work and what recent benchmarks confirm:

• Above 30% = Solid
• 45-50% = Strong
• 50%+ = Exceptional, usually due to a deeply loyal or niche audience.

But numbers alone don’t tell the full story.

I once ran an educational campaign with a 52% open rate — an incredible number on paper. We had a beautiful design, clear copy, and even some solid engagement in replies. But here’s the thing: It didn’t convert.

Not one sign-up; not one click-through. I remember feeling confused and honestly a little embarrassed. It took me a few days (and a couple honest conversations with teammates) to realize the problem.

The email gave people information but didn’t ask them to do anything. No clear CTA, no next step. It was a classic case of marketing that educated… and ended there.

That lesson stuck with me.

Now, every email I write starts with the question: What do I want the reader to feel, think, or do next?

Why Email Marketing Still Matters + B2B Email Marketing Benchmarks

According to HubSpot’s 2025 Global Social Media Report — and based on what I’ve seen working across sectors — email isn’t just keeping pace with social; it’s becoming one of the most trusted bridges between brand and audience.

While I’ve run ad campaigns that went viral for a day, the lasting connection always came through our email list. That’s where we had room to talk like real people.

And HubSpot’s data backs this up:

• 76% of marketers say authentic content performs better than polished material.
• 72% report AI-assisted content leads to higher performance.
• 85% are doubling down on community building.

What works here is relevance and rhythm. I’ve seen campaigns built around deal stages (using HubSpot Deal Pipelines) perform significantly better than blast-style outreach.

As Amy Mario, global head of brand marketing at HubSpot, puts it, “The brands that win the algorithm in 2025 aren’t just getting likes — they’re getting mental bookmarks.”

So what does this mean for email — especially in B2B email marketing where the average open rate is 41.7%?

It means speak like a human. Deliver value. Build a rhythm. Let people know there’s someone on the other side of that inbox.

Email Marketing Benchmarks

Your industry’s average email open rate is only one of several email marketing benchmarks. I also track click-through, bounce, unsubscribe, and click-to-open rates (CTOR) for a complete picture of my campaign’s performance.

Top email marketing platforms release email marketing benchmarks every year or two. So, I audit my email campaign efforts based on these standards. This year, I looked at benchmarks from five industry leaders that used substantial email marketing data to prepare their reports:

• Mailchimp used over a billion emails sent from their servers.
• Constant Contact analyzed over 200 million emails.
• Mailerlite analyzed data from 3,345,140 campaigns.
• Omnisend collected data from 24 billion emails, 230 million SMS, and 413 million push notifications.

Let’s get right into the details.

Average Email Open Rates by Industry (2025 Benchmarks)

Here’s where things get practical. Below are 2025 averages by industry, along with a few lessons I’ve learned firsthand and tools I trust.

Retail

Average open rate: 38.58% (Klaviyo)

What’s worked for me: Urgency + scarcity. One subject line that read “Only 3 left in stock” gave us a 7% boost overnight. Timing matters too. Sunday evenings outperformed weekday mornings in most campaigns for me.

How to improve: Use recipient time zones and behavior-based segmentation.

B2B Services

Average open rate: 39.48% (Klaviyo)

What’s worked for me: Using titles directly in subject lines (“For HR leaders”) made our messaging feel less generic. Also, emails sent by an actual person — rather than a company alias — felt more personal and consistently earned higher opens.

How to improve:

• Segment your lists with HubSpot Lists or similar through your preferred mailing service.
• Tailor messaging using dynamic content.
• Sequences help you automate this without losing warmth.

Nonprofit

Average open rate: 46.49% (Brevo)

What’s worked for me: Storytelling. An email I wrote for a clean water org started with “This is Maria’s story,” and open rates went through the roof. People connect with people — not stats.

How to improve:

• Use personalization tokens and send-as options.
• Questions in subject lines can increase opens by up to 50% and numbers by 17%.

SaaS

Average open rate: 38.14% (Active Campaign)

What’s worked for me: Using data and insights as lead-ins. Subject lines like “How much churn is too much?” did far better than product updates.

How to improve:

• Leverage behavioral triggers.
• Embed short video clips or charts. (Visuals really work.)

Hospitality & Travel

Average open rate: 45.21% (MailerLite)

What’s worked for me: Localized recommendations. One hotel client swapped “Get away this weekend” for “Escape to Tepoztlán this Friday.” 18% more opens, just like that.

How to improve: Use geo-segmentation and CRM data to personalize based on seasons, holidays, or location-specific trends.

How to Improve Open Rates: 6 Methods That Work

1. Write for curiosity.

I’ve had subject lines with questions like “Did you see this yet?” outperform feature-heavy ones by double. People click when they’re intrigued.

2. Use the recipient’s name in the subject line.

Personalization often feels gimmicky, but when it’s natural, it adds trust. “Alejandro, here’s something for you” almost always beats “Quick Update.”

3. Test short vs. long.

Don’t assume long is bad. In B2B campaigns, my longer subject lines (“What 2,400 CMOs are doing differently in 2025”) beat short ones every time.

4. Avoid spammy words.

Words like “Free!!!” or “Urgent” can send your email straight to promotions or junk folders. Test tone instead of hype.

5. Optimize send time manually.

Some tools have this as an automatic feature — if not, start tracking engagement manually and then batch-send at that time. You’d be surprised how consistent your audience can be.

6. Create consistency.

When your audience expects to hear from you weekly at 10 AM on Friday, you’re training their attention. Consistency builds familiarity — and open rates rise.

Average Email Click-Through Rates by Industry (2025 Benchmarks)

Open rates tell you who’s paying attention. Click-through rates (CTR) tell you who’s engaging. And if you’re in this game to convert, CTRs deserve just as much love.

Here’s a look at average CTRs by industry based on 2025 data:

These numbers aren’t just data points — they’re conversation starters.

When I look at this chart, I don’t just see percentages: I see signals. For example, I’ve worked with nonprofits where storytelling drove CTRs above 5% because the emotional connection was real.

In B2B, the wins came from helpful content — things like benchmarks, guides, or tools — that were something people could act on.

CTR is ultimately about trust and timing. You’re not just hoping people will click — you’re showing them why they should. That’s why it’s one of the most honest metrics we’ve got in digital marketing.

How to Improve Click-Through Rates: 6 Methods That Work

1. Keep one clear CTA per email.

The more choices people have, the less they act. I’ve seen engagement double just by trimming from three links down to one.

2. Use buttons, not plain links.

Especially on mobile, clarity wins. Test colors, but make sure it looks like something they can tap.

3. Make it about them, not you.

“See your growth report” works better than “Check out our latest update.”

4. Lead with value.

The best CTAs answer the reader’s unspoken question: “What’s in it for me?”

5. Place the CTA high, but repeat it smartly.

One near the top for scanners and one at the bottom for readers. Same CTA, just accessible.

6. Add social proof nearby.

A quick testimonial or stat below the CTA boosts confidence and click rates.

Email Click-Through Rates: Stats and Best Practices

When I first launched my own digital agency, we used to celebrate open rates like they were the final goal. But over time, especially when I moved into product marketing and then tourism campaigns, I realized that opens without clicks are just window shoppers. The actual click-through signals someone’s ready to walk through the door.

What’s wild is how much small tweaks can change the game. I remember testing two nearly identical emails for a retreat we were running. One had a big, clear button that said “Reserve Your Spot.” The other just had a hyperlink in the text. The button email got 3x more clicks. Same audience. Same content. Just clearer direction.

So don’t underestimate structure. Think of your email like a guided path. From the subject line to the preview text, down to the CTA, every part should lead the reader to one simple next step.

In my work with both tech companies and tourism brands, I’ve seen CTRs vary wildly. Here’s what the data backs up:

• Emails with a single CTA can increase clicks by up to 371%.
• Buttons outperform links (especially on mobile).
• Personalized CTAs convert 202% better than generic ones.

The takeaway? CTR is where structure meets story. If you’ve built trust in the subject line and body, the CTA should feel like the obvious next step — not a sales pitch.

Frequently Asked Questions About Email Marketing

What’s the difference between open rate and click-through rate?

Open rate tracks who opened your email. CTR tracks who clicked something inside it. Both matter, but CTR usually signals deeper engagement.

What’s a good CTR in 2025?

Anything above 2% is strong across most industries. Nonprofits and B2B tend to see higher rates.

How often should I email my list?

Depends on your audience. I’ve seen weekly emails thrive and others burn out fast. Start small, stay consistent, and listen to unsubscribe signals.

Does time of day matter?

Yes. But there’s no one-size-fits-all. Use send time optimization or test mornings versus evenings to find your sweet spot.

How do I keep my list healthy?

Clean it quarterly. Remove inactive subscribers. Focus on quality over size.

Final Thoughts (And What I Wish I Knew Sooner)

When I started writing emails, I obsessed over subject lines. And yes, they matter.

But what really made a difference over time? Building trust with the people I was writing to.

What I wish I’d known earlier is this: Email is less about writing and more about relating.

Whether I was promoting a new eco-tourism experience or driving traffic to a tech webinar, the

emails that worked were the ones that sounded like they were written by a real person who cared. And usually, they were.

You don’t need fancy graphics. You need clarity. You don’t need perfect copy. You need honest communication. That’s how you build campaigns that don’t just perform — they connect.

So here’s my last piece of advice: Treat every email like it’s the start of a conversation, not the end of the funnel.

Editor’s note: This post was originally published in June 2023 and has been updated for comprehensiveness.