Email Sequence Builder — B2B SaaS#

Purpose: Write high-converting email sequences that move B2B buyers through the funnel.

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Step 1: Gather Context#

• Type: cold outbound / MQL nurture / trial nurture / demo follow-up / re-engagement / onboarding / expansion
• Audience: Role, company type, funnel stage
• Goal: Book demo / upgrade / re-engage?
• Tone: Formal / conversational / direct?
• From: Person (SDR/AE) or brand?

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Sequence Types#

TypeAudienceGoalTouchesCold outboundCold ICPBook meeting5-7Inbound MQL nurtureForm fillsConvert to demo4-6Free trial nurtureTrial signupsActivate -> paid6-10Demo follow-upPost-demoKeep deal moving3-5Re-engagementDormant leadsReactivate3-4OnboardingNew customersActivate + retain5-8ExpansionCustomersUpgrade3-5

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Step 2: Sequence Map#

text

Goal: [Conversion event]
Entry trigger: [What puts someone in]
Exit triggers: [Booked / replied / unsubscribed]

Touch 1 — Day 0:  Hook / insight / curiosity
Touch 2 — Day 3:  New angle / social proof
Touch 3 — Day 7:  Case study / specific outcome
Touch 4 — Day 12: Objection handler / different stakeholder
Touch 5 — Day 17: Urgency / event
Touch 6 — Day 22: Breakup

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Step 3: Email Template Per Touch#

text

EMAIL [N] — Day [X]
Subject: [Primary] | A/B: [Alternative]
Preview text: [40-90 chars]
From: [Name / role]

[Opening — hook, not a pitch. 1 sentence.]
[1-2 sentences relevant context]
[Core message — outcome in 1-2 sentences]
[Proof point]
[CTA — one clear ask]
[Signature]

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Writing Principles Per Touch#

• Touch 1: Insight > pitch. Under 100 words. Low-commitment CTA.
• Touch 2: New angle + light social proof ("3 other [roles] at [similar companies]...")
• Touch 3: Specific customer story framed in their world. CTA: "I can show you how in 15 min"
• Touch 4: Different stakeholder OR address top objection directly
• Touch 5: Legitimate urgency — event, pricing change, new feature
• Touch 6: "I'll stop reaching out after this." Give easy out.

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Subject Line Formulas#

text

CURIOSITY: "Question about [pain] at [Company]"
DIRECT: "15 minutes for [specific outcome]?"
PAIN-FIRST: "Still dealing with [pain]?"
SOCIAL PROOF: "How [similar co] achieved [X]"
FOLLOW-UP: "Re: [previous]" / "Last one from me — [hook]"

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Output Format#

text

# Email Sequence — [Name]
Audience: [who] | Goal: [event] | Length: [N] emails / [X] days

## Sequence Map
## Email 1 — Day 0 (full copy)
## Email 2-N (full copy for each)
## Segmentation Notes
## A/B Test Recommendations
## Benchmarks: 30-45% open, 3-8% reply (outbound)