Many Australian SMEs focus heavily on getting new customers, but often overlook a powerful (and cost-effective) growth lever: keeping the ones they already have. Email sequences are a fantastic way to nurture existing customer relationships and drive repeat business. They’re not about blasting out sales pitches; they’re about providing value and building loyalty.

So, how do you actually create these sequences? It’s simpler than you might think. We recommend starting with a clear understanding of the customer lifecycle – awareness, acquisition, service, and loyalty. Each stage calls for a different type of email.

Here are a few key sequences we see deliver strong results for our clients:

• Welcome Sequence: This is your first impression *after* the initial purchase. It’s not a sales pitch, but a thank you. Include helpful resources related to their purchase, explain how to get the most out of the product or service, and offer a point of contact for support.
• Post-Purchase Nurture: Don’t disappear after the sale! This sequence, triggered a few days or weeks after purchase, checks in to see how things are going. Ask for feedback (and genuinely act on it!), offer complementary products or services, and share relevant content.
• Re-engagement Sequence: Customers go quiet. It happens. A re-engagement sequence targets those who haven’t interacted with your emails or made a purchase in a while. Offer an exclusive discount, highlight new products, or simply remind them of the value you provide.
• Loyalty/Advocacy Sequence: Reward your best customers! This sequence could offer early access to sales, exclusive content, or a referral program. Turning customers into advocates is incredibly powerful.

A crucial element is segmentation. Don’t send the same email to everyone. Tailor your sequences based on purchase history, demographics, or engagement level. Email marketing platforms like Mailchimp, Campaign Monitor, and ActiveCampaign make this relatively straightforward. We’ve found that even basic segmentation can significantly improve open and click-through rates.

Finally, remember to analyse your results. Track open rates, click-through rates, and conversions. What’s working? What’s not? Use these insights to refine your sequences and continually improve their performance. As we look towards 2026 and beyond, data-driven optimisation will be more important than ever.

To get started, map out your customer lifecycle and identify the key touchpoints where an email sequence could add value. Then, choose a platform and begin building your first welcome sequence. It’s a small step that can deliver a big return.