Automated Email Sequences (Drip Campaigns)
How to set up automated email sequences that send time-delayed emails to subscribers — perfect for welcome series, launch funnels, and reader nurturing.
Email sequences (also called drip campaigns or automations) send a series of pre-written emails automatically based on a trigger event. Once set up, they run on autopilot, nurturing new subscribers and converting them into engaged readers without manual effort.
What You'll Learn
- What email sequences are and how they differ from campaigns
- How to create a multi-step sequence
- Common sequence types and templates
- Trigger events and timing configuration
- Sequence analytics
Campaigns vs. Sequences
| Feature | Campaign | Sequence |
|---|---|---|
| Sending | Manual / scheduled | Automated |
| Audience | Sent once to a list | Triggered per subscriber |
| Content | One-time announcement | Multi-step series |
| Timing | When you choose | Relative to trigger event |
| Best for | Announcements, promotions | Onboarding, nurture series |
Availability: Sequences are available on Pro and Business plans.
Creating a Sequence
- Navigate to Marketing > Newsletters > Sequences
- Click "+ New Sequence"
- Name your sequence — e.g., "New Subscriber Welcome Series"
- Set the trigger:
- On subscribe — fires when a new subscriber joins your list
- On tag added — fires when a specific tag is applied to a subscriber
- Add steps:
Adding a Step
Each step is an email in the sequence:
| Setting | Description |
|---|---|
| Delay | How long to wait after the previous step (e.g., 1 day, 3 days, 1 week) |
| Subject Line | The email subject |
| Content | The email body (same rich text editor as campaigns) |
| Condition | Optional — only send if subscriber has/doesn't have a specific tag |
- Add as many steps as needed — most effective sequences are 3-7 emails
- Set the sequence to Active — it will now trigger automatically
Recommended Sequence Types
Welcome Series (Essential)
Trigger: On subscribe
Steps: 5 emails over 2 weeks
| Day | Content | |
|---|---|---|
| 0 | Welcome! | Thank them for subscribing, introduce yourself, deliver any lead magnet |
| 2 | Your Best Work | Share your most popular book with a direct link |
| 5 | Behind the Scenes | Share your writing process, inspiration, or a personal story |
| 8 | Social Proof | Share a reader testimonial or notable review |
| 14 | Your Catalog | Overview of all your books with "discover" links |
New Release Funnel
Trigger: On tag "new-release-interest" added
Steps: 4 emails over 10 days
| Day | Content | |
|---|---|---|
| 0 | It's Here! | Announcement + buy link |
| 3 | What Readers Are Saying | Early reviews and testimonials |
| 7 | Special Offer | Limited-time discount code |
| 10 | Last Chance | Discount expiration reminder |
ARC Reader Onboarding
Trigger: On tag "arc-reader" added
Steps: 3 emails over 3 weeks
| Day | Content | |
|---|---|---|
| 0 | Welcome to the ARC Team | Download instructions, review expectations |
| 14 | How's the Read? | Gentle check-in, encourage reaching out with questions |
| 21 | Review Reminder | Direct link to submit review, cross-posting encouragement |
Re-Engagement Series
Trigger: On tag "inactive-6-months" added
Steps: 3 emails over 2 weeks
| Day | Content | |
|---|---|---|
| 0 | We Miss You! | What you've published since they've been away |
| 5 | Exclusive Offer | Special discount for returning readers |
| 14 | Last Check-In | Gentle note that you'll stop emailing if they don't engage |
Sequence Analytics
Each sequence tracks:
- Total subscribers entered — how many people have been triggered
- Current step — where each subscriber currently is in the sequence
- Step performance — open rate and click rate per email step
- Completion rate — percentage of subscribers who received all emails
- Unsubscribe rate — per-step unsubscribe tracking
Use per-step analytics to identify weak emails:
- Low open rate on Step 3? → Improve the subject line
- High unsubscribe on Step 5? → You may have too many steps or too aggressive selling
Managing Active Sequences
Pausing a Sequence
- Click the Pause button on any active sequence
- New subscribers won't enter the sequence, but subscribers already in progress will continue receiving emails
Editing a Live Sequence
- You can edit email content at any time
- Changes apply to future sends only — subscribers who already received an email won't see the update
- Adding or removing steps affects subscribers currently in the sequence:
- Adding a step — only upcoming subscribers encounter it
- Removing a step — subscribers waiting for that step skip to the next one
Deleting a Sequence
- Deactivate first, then delete
- Subscribers currently in the sequence will stop receiving emails
Frequently Asked Questions
Q: Can a subscriber be in multiple sequences simultaneously?
A: Yes. A subscriber triggered by different events can receive emails from multiple sequences at the same time. Be mindful of email frequency.
Q: What happens if a subscriber unsubscribes during a sequence?
A: They are immediately removed from all active sequences and won't receive further emails.
Q: Can I test a sequence before activating?
A: Yes. Use the "Send Test" button on any step to send yourself a preview of that email.
Q: Is there a limit to how many sequences I can create?
A: Pro: 5 active sequences. Business: Unlimited active sequences.
Related Articles
- Sending Newsletter Campaigns
- Email Templates & Reusable Layouts
- Managing Your Subscriber List
- Subscriber Tags & Segmentation