sales-email-sequence

Sales Email Sequence Creator

Email sequences are not all the same. A sequence selling a €27 ebook and a sequence selling a €5000 coaching program share almost nothing except the medium. This skill adapts its logic based on the parameters of the offer.

Step 0: Offer Classification

Answer before writing a single email:

Ticket price:

Range	Category	Closing mechanism
< €100	Low ticket	Email → direct purchase
€100–€999	Mid ticket	Email → sales page → purchase
€1000–€5000	High ticket B2C	Email → landing page → booking call → close
> €5000 or any B2B	Premium	Email → thought leadership → booking call → proposal → close

Business model:

• B2C: Single decision-maker, emotional drivers, faster cycle
• B2B: Buying committee, rational justification required, longer cycle (weeks–months)
• B2B2C / Agency: Hybrid — need both ROI language AND emotional resonance

Audience temperature:

• Cold (never heard of you): Trust bridge first, no pitch until email 3+
• Warm (subscribed, read content): Shorter trust bridge, faster to offer
• Hot (past buyer, engaged): Can move to offer quickly, focus on upgrade logic

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Step 1: Sequence Architecture by Ticket

Low Ticket (< €100) — 5 emails, 5 days

Email	Day	Role
1	D+0	Deliver lead magnet + set expectations
2	D+2	Origin story — why you made this
3	D+3	The core insight — shift their belief
4	D+4	Proof — result, testimonial, case study
5	D+5	Direct offer with urgency

Mid Ticket (€100–€999) — 7 emails, 10 days

Email	Day	Role
1	D+0	Deliver + set up the story arc
2	D+2	Their biggest mistake (name the enemy)
3	D+4	The epiphany — what changed your view
4	D+6	Social proof — specific result with number
5	D+8	Objection pre-emption (time, price, "I'll do it myself")
6	D+9	Offer — full pitch
7	D+10	Last chance — honest scarcity

High Ticket B2C (€1000–€5000) — 10 emails, 21 days + call

Key difference: Email is not the close. Email earns the call. The call closes.

Email	Day	Role
1	D+0	Deliver + name the transformation they're here for
2	D+3	The hidden cost of staying where they are
3	D+6	Your story — the moment you faced the same problem
4	D+9	Social proof — client story, specific situation and outcome
5	D+12	The diagnosis — what's actually blocking them (not what they think)
6	D+15	Your framework — explain the mechanism without giving it all away
7	D+17	Client result #2 — different context from email 4
8	D+18	The invitation — apply or book a call
9	D+20	Objection handling (not ready / can't afford / no time)
10	D+21	Final call — closing email

Scarcity rule for high ticket: Never use fake scarcity ("only 2 spots left" without proof). Use real scarcity: "I take 3 clients per month. Here's why that number matters for you." Or use timeline scarcity: "price increases after the beta cohort."

B2B Sequence (any ticket) — 9 emails, 30 days + call

Key differences:

• Rational justification required alongside emotion
• Business case framing (ROI, risk, peer proof)
• Multiple stakeholders may read — write for the Champion, footnote for the Economic Buyer
• Booking call is mandatory, not optional

Email	Day	Role
1	D+0	Establish credibility — what problem you solve in their industry
2	D+4	Industry insight — data or trend they care about
3	D+8	The cost of inaction — in numbers if possible
4	D+12	Client case study — same role/industry as recipient
5	D+16	The diagnosis — most common root cause you see
6	D+19	Your approach — what makes it different (methodology, not features)
7	D+22	Peer proof — who else like them has done this
8	D+26	The invitation — discovery call with clear agenda
9	D+30	Follow-up — simple, short, no pressure

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Step 2: Writing Guidelines (All Types)

The P.S. strategy:

• Every email must have a P.S. — it's the second most-read element
• Use for: restate the core offer link / add a social proof quote / one-line emotional kicker

Objection matrix: For the objection-handling email, address the top 3 in order of frequency:

1. "I don't have time" → Reframe as cost of lost time
2. "It's too expensive" → Show ROI or cost of inaction
3. "I need to think about it" → Name the real hesitation they won't say out loud

Mobile first:

• Subject line < 40 chars
• Preview text supports subject, doesn't repeat it
• First sentence viewable in Gmail preview (90 chars)
• Each email reads in < 3 minutes

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Output Format

# Sequence: [Name] — [Type] — [Ticket Category]

## Sequence Overview
- Offer: [Product/service + price]
- Type: [Low/Mid/High/B2B]
- Length: [N] emails / [N] days
- Closing mechanism: [Direct purchase / Sales page / Booking call]

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## Email [N]: Day [X] — [Role]

**Subject:** [< 40 chars]
**Preview:** [< 80 chars — adds info, doesn't repeat subject]

**Body:**
[Email content]

**P.S.** [Copy]

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[Repeat for all emails]

See templates/sequence-structures.md for additional templates and objection-handling scripts.