Email chains are a series of messages that are sent to a user’s email in sequence based on their actions and events. This is a special case of trigger emails. The first email usually comes in response to filling out a form on the website. The condition (i.e., the trigger) for sending subsequent emails can be the actions of subscribers or simply a specified time period. If, in addition to email newsletters, messages in messengers, push notifications, and SMS are used, and the same message is sent sequentially through different channels, such chains are called cascading.
For example, a user registers for an online service. They immediately receive the first email in the chain, which informs them that the registration was successful and provides basic information about the product. A couple of days later, a second email arrives with more detailed instructions on the service as a whole, followed by several more with an analysis of individual features and capabilities. This type of chain is also called onboarding. Its purpose is to help new users understand the product so that they don’t leave simply because they don’t understand how to use it.
This is how the SMMplanner chain begins
Email chains gradually remove objections, build trust, stimulate desire, and lead the user to the desired action. With this approach, conversion rates are usually higher than with single emails. This is especially true if the product is complex and expensive, with a long decision-making process.
Chains are also beneficial because they:
- save time, as they run automatically;
- move customers through the sales funnel according to a clear plan;
- personalize communication — emails are sent to each user individually, rather than to the entire database at once.
Chains are created for different purposes and are used in many niches, from online stores to banks. Let’s take a closer look.
