3 Email Sequences Every Small Business Needs

Make your email marketing work for you - without manually sending emails every week.

If you’ve ever said, “I should send more emails,” but never get around to it, this one’s for you.

As a small business owner, you very likely don’t have time to write newsletters constantly.

The good news? You don’t need to.

What you do need: a few well-written, automated email sequences that run in the background - building trust, sharing value, and gently guiding people to your offers.

Let’s walk through the three essential email sequences every service-based business should have.

1. Welcome Sequence

Why you need this: First impressions matter.

A welcome sequence is what people receive after they join your email list - often through a free resource, or opt-in on your website. It’s your chance to say “hi,” build connection, and let them know what to expect.

What to include:

• Thank them + deliver the freebie

• Introduce your story and values

• Share your most helpful blog or social post

• Let them know how you help clients

• Invite them to connect (or book a call)

  
  

Tool tip: For a standalone email marketing platform we prefer Mailerlite or Active Campaign for Service Businesses, and Klayvio for Ecommerce.

Try out Mailerlite & get a $20 Credit

2. Nurture Sequence

Why we need this: Build trust before selling.

What to include:

• A story or challenge your ideal client relates to

• An educational piece (e.g. blog post or tip)

• A myth-busting moment to shift beliefs

• A “client love” moment or case study

• A soft pitch that links to your offer or services

Keep the tone warm, helpful, and human - like a conversation, not a campaign.

3. Sales Sequence

Why we need this: To start making some money - without being pushy.

You’ve built the relationship, now it’s okay to invite your ‘warmed up’ audience to take the next step. A sales sequence usually follows a specific launch, event, or new offer.

What to include:

• A problem-solution breakdown

• The value of your service (results, ease, transformation)

• Testimonials or social proof

• A breakdown of what’s included

• Clear next steps (CTA: book a call, sign up, etc.)

• Optional: an urgency or bonus element

Tip: Schedule this around a promotion window or new service to keep it timely & relevant.

The Best Part? These Run On Autopilot.

Once set up, these emails don’t need to be rewritten each month.

Of course, you will need to tweak and update them as you grow, but they’ll keep working for you in the background, so new leads feel nurtured even while you’re offline or in client mode.

Are you running an E-commerce business?

Check out my other blog post on '8 Email Automations to set up for your E-commerce Business' here.

Email is still one of the most powerful tools in your marketing toolkit - especially when it’s simple, strategic, and built around connection. Want help setting up these sequences in a platform that’s easy to manage (and beautiful to use)?

 Let’s map your emails and make them work for you

You can also connect with me on Instagram @jacandcodigital.