Building Multi-Step Email Sequences

Overview #

Multi-step email sequences are the backbone of effective workflow automation. By sending a series of carefully timed emails, you can nurture client relationships, ensure important information is communicated, and guide clients through your booking process without manual intervention.

This guide shows you how to build sophisticated email sequences that deliver the right message at the right time.

What is a Multi-Step Email Sequence? #

A multi-step email sequence is a workflow containing multiple email steps separated by delay steps. Each email builds on the previous one, creating a cohesive communication journey for your clients.

Example sequence:

Email 1 (Immediate): Booking confirmation with key details
Email 2 (7 days later): Planning questionnaire request
Email 3 (30 days before event): Timeline and logistics review
Email 4 (7 days before event): Final confirmation and checklist
Email 5 (1 day after event): Thank you and review request

Planning Your Email Sequence #

Before building your workflow, map out your sequence on paper or in a document:

Step 1: Define Your Goal #

What do you want to achieve with this sequence?

Onboard new clients after booking
Collect planning information
Send event reminders
Request reviews and referrals
Nurture leads who have not booked

Step 2: Identify Key Touchpoints #

List the important moments when clients need communication:

Immediately after booking
When planning begins
As the event approaches
Just before the event
After the event concludes

Step 3: Determine Timing #

Decide how much time should pass between each email. Consider:

How far in advance clients typically book
When decisions need to be made
How often is too often (avoid email fatigue)

Building Your Sequence in BookLive #

Creating the Workflow #

Go to Settings → Workflows
Click Create New Workflow
Name your workflow descriptively (e.g., “Post-Booking Client Journey”)
Choose your trigger type (typically “When enrolled manually” or “Performance-relative”)

Adding Your First Email Step #

Click Add Step
Select Email as the step type
Choose or create your email template
Configure the subject line using merge tags if needed
Save the step

Adding Delay Steps #

Between each email, add a delay step:

Click Add Step
Select Delay as the step type
Set the delay duration (e.g., 7 days)
Choose the delay unit (minutes, hours, days, weeks, months)

Repeating the Pattern #

Continue adding email and delay steps until your sequence is complete. A typical sequence might look like:

Email Step: Welcome/Confirmation
Delay Step: 7 days
Email Step: Planning questionnaire
Delay Step: 14 days
Email Step: Check-in message
Delay Step: Until 7 days before event (performance-relative)
Email Step: Final details
Delay Step: Until 1 day after event
Email Step: Thank you and review request

Using Performance-Relative Timing #

For event-based sequences, use performance-relative triggers and delays to tie emails to the event date:

Performance-Relative Trigger #

Set your workflow to trigger based on the performance date:

30 days before: Start the pre-event communication sequence
On event day: Send day-of reminders
1 day after: Begin post-event follow-up

Handling Past-Due Steps #

If a client is enrolled close to their event date, some steps may be “past due.” Configure how to handle this:

Send Immediately: Send past-due emails right away
Skip to Next: Skip past-due emails and continue with future steps

Best Practices for Multi-Step Sequences #

Keep Emails Focused #

Each email should have one primary purpose. Do not try to accomplish too much in a single message.

Vary Your Content #

Mix different types of content:

Informational emails (what to expect)
Action-required emails (fill out questionnaire)
Relationship-building emails (tips and advice)
Reminder emails (upcoming deadlines)

Use Clear Subject Lines #

Make it obvious what each email is about. Use merge tags to personalize:

“Your {{event_type}} Planning Questionnaire”
“7 Days Until Your Event – Final Checklist”
“Thank You for Having Us at Your {{event_type}}”

Include Clear Calls to Action #

Every email should tell the client what to do next:

“Click here to complete your questionnaire”
“Reply to this email with any questions”
“Leave us a review”

Test Your Sequence #

Before activating, use the preview and test features to review each email in the sequence.

Example: Complete Post-Booking Sequence #

Here is a complete example of a post-booking email sequence:

Step	Type	Timing	Purpose
1	Email	Immediate	Booking confirmation and welcome
2	Delay	3 days	–
3	Email	After delay	Planning questionnaire request
4	Delay	7 days	–
5	Email	After delay	Questionnaire reminder (if not completed)
6	Delay	Until 14 days before event	–
7	Email	14 days before	Timeline and logistics details
8	Delay	Until 3 days before event	–
9	Email	3 days before	Final confirmation
10	Delay	Until 1 day after event	–
11	Email	1 day after	Thank you message
12	Delay	5 days	–
13	Email	After delay	Review request

Monitoring Your Sequence #

After activating your workflow:

Check the workflow analytics to see open rates and engagement
Monitor which step clients are currently on
Watch for unsubscribes that might indicate email fatigue
Review completed enrollments to ensure the full sequence ran

Troubleshooting #

Emails Not Sending #

Verify the workflow is set to Active status
Check that clients are properly enrolled
Ensure email templates are configured correctly

Wrong Timing #

Review delay step configurations
Check performance dates for performance-relative workflows
Verify past-due handling settings

Clients Receiving Too Many Emails #

Review your delay timing – you may need longer gaps
Consider consolidating some messages
Check if clients are enrolled in multiple workflows