Evergreen Email Sequence

An evergreen email sequence is a series of automated messages that remain relevant and timeless for subscribers. It’s designed to deliver value to customers whenever they need it. This content runs indefinitely and, unlike time-sensitive emails, can be accessed at any time.

In this article, we’ll reveal the importance and benefits of evergreen email sequences, explore their types, and offer a guide on creating an effective evergreen email sequence for your business. We’ll also share tips and examples for inspiration.

Why are evergreen email sequences a must-have for every marketer?

Evergreen email sequences are essential for every business because they run on autopilot to nurture leads, engage customers, and boost sales, regardless of when they are sent. Once such emails are set up, marketers no longer need to manage them constantly. This allows teams to concentrate on more urgent tasks that require human involvement. When businesses send automated welcome and educational emails to all subscribers, they can ensure that prospects receive all the necessary information about the brand and its products.

With evergreen email campaigns, you can reach leads at any time and convert them into customers. Unlike seasonal sales, these campaigns are constant, which allows you to nurture leads and turn them into clients over time. By sending these emails, your brand keeps your target audience engaged after they subscribe to your email newsletter. When you share relevant and useful content with your prospects, you can establish trust and credibility, fostering strong relationships with them. Additionally, evergreen email sequences enable you to build consistent communication with leads, establish a positive impression, and encourage positive feedback.

Now that you understand the key points about evergreen email sequences for your business, it’s time to move on to the benefits. You’ll find them in the section below.

Benefits of Evergreen Email Campaigns

By providing value 24/7, evergreen email campaigns help you achieve better results for your business. Here are some of the most essential perks you should consider.

• One-time setup. Sending evergreen email campaigns doesn’t require your constant involvement. You can set them up once and deliver them automatically without any need for updates. Marketers can seamlessly welcome new subscribers on autopilot and concentrate on other urgent tasks.
• Working around the clock. Evergreen content is not time-restricted, allowing subscribers to access it whenever they need it. It helps you generate leads and nurture them continuously, leading to higher conversion rates. This also ensures timely follow-ups so you never miss prospects.
• Better relationships with customers. By ensuring consistent interactions with your subscribers, you can establish trust and build strong relationships with your audience. When you provide your prospects with valuable content, you let them better understand your brand and feel closer to it. Helpful tips, case studies, and testimonials help you create a positive first impression and encourage people to convert.
• Higher conversion rates. With evergreen emails, you can effectively guide potential customers through their customer journey toward the desired action. By managing objections, providing social proof, and focusing on the benefits, you can demonstrate to your leads that your company is the best solution for their problems. This also helps keep your business top of mind and encourages prospects to choose it over competitors.
• Maximized customer lifetime value. In addition to nurturing leads, these email sequences help maintain contact with customers after a purchase. Evergreen emails enable you to retain existing customers and encourage repeat purchases by offering additional products. This approach fosters loyalty, leading customers to return for your products or services. Consequently, your customer lifetime value increases.
• More re-engaged inactive subscribers. Sending evergreen email sequences helps you re-engage inactive subscribers who haven’t shown interest in a while. Valuable content and personalized recommendations can help you win them back without much effort and financial spending. It also helps you prevent churn by showing subscribers the reasons they signed up for your email newsletter directly.
• Available for any business industry. No matter your field — be it e-commerce, SaaS, online education, or consulting — email marketing is a powerful tool that fits them all. With the right approach, you can tailor your content to achieve a range of goals, from lead generation and nurturing to boosting sales, onboarding new customers, and re-engaging past ones. Plus, it's highly adaptable, allowing you to align your messaging with different audiences, their preferences, pain points, and interests.

Now that you know the pros, it’s time to uncover different types of evergreen email sequences you can use to reach your business goals.

Evergreen email sequences vary depending on the objective you pursue. These emails help you engage with your audience depending on their customer journey stage. Let’s review the most common types you can come across.

Welcome email sequence

This type of sequence is designed to introduce your brand and its products to new prospects. It allows you to communicate the main benefits of your product, set expectations, and include elements that drive action. Welcome email sequence can be a point where subscribers decide whether they stay with your company or rather not interact with it.

Below, you will find an example of an evergreen email sequence from Drip. The first email that new leads receive after opting in outlines the benefits of the service, offers details on how to use it, and includes useful links for beginners. Following that, marketers encourage prospects to take advantage of their free trial by connecting to a custom store. The email also provides a comprehensive guide for prospects to review. New subscribers receive emails that inform them of the end of the free trial, serving as a reminder and an opportunity for leads to become paying customers if they find this platform beneficial.

Lead nurturing email sequence

The lead nurturing email sequence aims to educate potential customers about your product or service while helping you gain their trust. At this stage of the customer journey, your brand can share valuable content, case studies, and testimonials to highlight the benefits of your product and demonstrate that it’s worth considering. By providing all this information, you can effectively guide leads toward a desired action.

Below, you can see how Kit shares ideas for monetizing your email list. Of course, the email mentions how users can do it more easily using the platform.

Onboarding email sequence

When businesses acquire new clients, they typically send educational emails that include information on how to get started with a particular product or service. By providing clear onboarding, companies ensure that customers comprehend how everything works and remain loyal to the brand. Step-by-step guides, FAQs, tutorials, and support resources are essential for satisfied customers who know how to make the most of your product.

Below, you can see how Kit onboards new customers. The company delivers a full course for beginners so that they can figure out how everything works and start developing their business at ease using the platform’s tools.

Re-engagement email sequence

This email sequence is ideal for engaging inactive subscribers or customers who haven’t made a purchase in a while. By sending automated re-engagement emails, your business can effectively remind them of your product’s value and encourage action. It can also be helpful to offer these inactive clients an enticing deal to create a sense of urgency and drive more conversions.

Below, you can find an example of a re-engagement email from Spotify. The company reminds inactive users of the benefits they can enjoy by rejoining its premium plan.

Cart abandonment email sequence

This sequence is helpful when customers add items to their shopping carts but leave without completing the checkout. Sometimes, it can be beneficial to remind these customers about their items in case they simply forget to finalize the order. The most effective way to do this is by sending an automated email reminder. By creating a sense of urgency, you can encourage more purchases.

Temu creates a sense of urgency by informing customers that the products in their shopping carts are nearly sold out. This alert captures prospects' attention and encourages them to take the desired action more quickly.

Educational email sequence

To establish authority and become an industry leader, you need to share high-quality educational content in your email campaigns. By sending actionable tips, insights, or training to your subscribers, you can showcase your expertise and draw attention to your company. This helps you expand your reach and sell your products. These products might be presented as paid courses, services, or memberships. However, to achieve conversions, you need to provide proof of your expertise.

Below, you can see how Shopify educates its subscribers and offers valuable resources, including tips, guides, and business ideas. This content enables Shopify’s subscribers to grow their companies effectively.

Now that you know the main types, it’s time to find out how to create an effective evergreen email sequence. Let’s dive in.

How to create an effective evergreen email sequence?

Before creating an evergreen email sequence, you should identify the problems it aims to solve. The content, structure, and other elements of the email are crucial for driving the desired actions. In this section, we’ll guide you on how to develop effective evergreen email sequences for various stages of the customer journey.

1. Make a positive first impression by sending welcome emails. The first email is your chance to establish a positive impression and gain subscribers’ trust. In this email, you should thank people for subscribing, share your brand story, and set clear expectations. This is the perfect time to introduce your company and raise awareness about your products. Educational content and free resources are essential for your email campaigns to move leads down the sales funnel effectively.
2. Address customer problems. Your second email in the sequence should emphasize the key pain points of your target audience. Inform prospects that you recognize them. Validate leads’ experiences and prioritize their needs and requirements. To communicate effectively, segment subscribers into groups based on shared characteristics. With a platform like SendPulse, you can easily group prospects and send relevant email campaigns addressing their main concerns.
3. Provide personalized solutions. After demonstrating your understanding of subscribers' problems, it’s time to offer them solutions. However, these shouldn’t be generic messages, as they won’t drive action. Your email campaign must include personalized solutions tailored specifically for each audience segment. This approach ensures that the offers are relevant to different subscribers, resulting in improved conversions.
4. Create urgency to drive customer action. If leads haven’t converted yet, consider sharing a special offer that drives urgency. When you provide prospects with limited-time offers, it encourages them to redeem the offer as soon as possible. Wisely-used persuasive language and compelling visuals will help you reach your target audience and drive the desired action.

Now that you clearly understand how to create an effective evergreen email sequence, it’s time to move on to the tips. They will help you get the most out of your strategy.

8 Tips for High-Converting Evergreen Email Campaigns

With evergreen email campaigns, you can reach various business goals, including lead nurturing, audience engagement, and more sales. However, to do it right, you should follow the tips below and get the best results.

1. Identify the purpose of your campaign. Each of your email campaigns should have a clear goal. Whether you want to generate more prospects, nurture leads, drive conversions, or increase webinar registrations, it’s essential to ensure that your team members understand the main purpose. This will help them create an effective email sequence that performs well, including higher open rates, click-through rates, and conversions. Additionally, you should consider the customer journey stage when sending emails.
2. Create appealing subject lines. If you want more subscribers to open your emails, you should use short, clear, and compelling subject lines. Besides, it needs to encourage curiosity. Powerful words and personalization are a must for higher interaction with your emails. After creating several subject lines, consider A/B testing them. This way, you’ll identify the one that works best for your audience.
3. Segment your audience and send personalized messages. Research your subscribers’ needs, interests, preferences, pain points, browsing habits, and purchasing history. Based on this data, consider grouping your contacts with similar criteria. While doing this, you should also consider the lead source, purchase history, and engagement level. Then, use user actions to trigger email sequences based on the situation. This ensures that your messages remain relevant to customers’ current condition.
4. Ensure value in each of your campaigns. Your email campaigns should not only sell but also provide value and solve problems. When you successfully educate subscribers with actionable insights, case studies, exclusive tips, and step-by-step guides, you will be able to earn their trust. Engaging and relevant content will foster interaction and promote conversions.
5. Deliver emails strategically. Consider identifying the perfect schedule for delivering your automated emails. You should find a balance between sending messages too often and letting subscribers forget about your brand. You can test different schedules to identify the one that resonates with your audience and brings the highest engagement. User behavior will help you adjust the timing for your email sequences.
6. Add a visible and action-oriented CTA. Every email should include a call-to-action button so that subscribers can complete the desired action. To increase engagement, ensure to add CTAs that are clear, visible, and action-driven. Additionally, think about incorporating several CTAs throughout your email campaigns.
7. Provide social proof. When prospects decide whether to choose your product, they often search for customer reviews. By sharing success stories, reviews, and case studies, you provide reasons for them to choose your product over others. Adding real-life stats, comparisons with competitors, and user-generated content helps you establish trust and encourage conversions.
8. Make your emails mobile-friendly. To ensure a seamless user experience, create emails that display well on any screen, including laptops, smartphones, and tablets. Since people often check their emails on their phones, it’s important to incorporate easily readable content blocks, visible CTAs instead of links, and a well-structured layout. All these elements are crucial for increasing engagement and facilitating conversions.

Now that you have some effective tips, let’s proceed to the examples to grab some inspiration.

3 Examples of Evergreen Email Sequence

You can use different evergreen email sequences to reach your business goals. Let’s seek some inspiration from the examples below and discover where to begin.

Duolingo

Duolingo, a language-learning platform, creates excellent email campaigns based on users’ customer journeys. Below, you can see an example of a re-engagement sequence aimed at inactive customers who haven’t used the service in a long time. This email serves as a reminder for users to resume their Dutch lessons. It includes a clear and prominent CTA encouraging inactive users to take the first lesson immediately after a long break and maintain a streak.

Sprout Social

Sprout Social, a social media management tool, employs email sequences to welcome new users. The platform encourages users to begin their trial immediately and benefit from its valuable features. This email includes all the essential information for customers to get started easily. The company offers subscribers links to introductory webinars and email support to ensure a positive experience and encourage retention.

Netflix

Netflix, a streaming service, encourages subscribers who have canceled their membership to renew their subscription. The company invites these subscribers to enjoy the best TV series and movies after renewing their membership. They can do it anytime with just a couple of clicks.

To sum it up, evergreen email sequences are essential for building strong relationships with customers and converting prospects into buyers. They are valuable and informative for customers. With Sendpulse automation, you’ll be able to set up automated emails tailored to specific customer actions, making them all-time relevant and encouraging more conversions.

Last Updated: 24.03.2025