If you’ve ever tried to turn a list of maybe-interested leads into actual customers, you know it’s rarely as easy as sending one “just checking in” email and waiting for the magic to happen. Most folks need a nudge—or several. That’s where targeted email sequences come in. If you’re using Gradual, this guide will show you how to build nurture emails that don’t just fill up inboxes, but actually help move leads forward.
This isn’t for people who want to blast the same message to everyone and hope for the best. It’s for folks who care about getting results and not wasting time or goodwill.
Why bother with targeted sequences?
Before we dive into the how-to, let’s be honest: most “lead nurturing” emails are ignored or end up in spam. Why? Because they’re too generic, too frequent, or just irrelevant. Targeted sequences fix this by:
- Speaking directly to what each lead cares about (not what you wish they cared about)
- Sending the right next message at the right time, not random blasts
- Building trust and familiarity, not annoyance
Gradual gives you the tools to do this, but the tool itself isn’t magic. You need a clear plan and decent content. The steps below will help you avoid common mistakes and actually get value from the platform.
Step 1: Get your lead list in order
Start with a clean, segmented list. If your leads are a mess—duplicates, cold contacts from years ago, or people who never opted in—stop here and fix it first. Garbage in, garbage out.
To do: - Import your CSV or connect your CRM to Gradual. - Use tags, custom fields, or segments to break leads into meaningful groups (e.g., industry, signup source, product interest). - Remove dead or obviously uninterested contacts. Don’t cling to “big numbers” for vanity.
Pro tip: It’s better to nurture 100 solid leads than annoy 1,000 random people and get flagged as spam.
Step 2: Map out your sequence (on paper first)
Don’t jump into the Gradual interface just yet. Think through the journey:
- What’s the goal? (Demo booked? Free trial? Content download?)
- How many emails make sense? (3–5 is typical; more can feel spammy unless there’s real value.)
- What do your leads actually need to know at each stage?
- What would make you want to reply if you were in their shoes?
Sample structure: 1. Welcome/Intro: Quick value statement, what’s coming next. 2. Pain Point: Address a common problem they have (not a feature dump). 3. Solution: Explain how you help, with a real example or testimonial. 4. Offer/Ask: Clear, low-friction next step. 5. Last Call/Breakup: Short, polite final nudge (or opt-out).
You don’t have to use all five. Don’t write filler just to fill space.
Step 3: Write like a human, not a marketing robot
Draft your emails outside Gradual to make editing easier. Focus on:
- Subject lines that don’t look like spam (“Quick question about [their company]” beats “Revolutionize with our solution!”)
- Short paragraphs, clear asks, and zero fluff
- Personalization: Use their name, company, or relevant detail—but don’t overdo it (“Hi {{first_name}}, as a [job_title] at [company]...” is a red flag)
- One clear call to action per email (not a buffet of links)
What to avoid: - Gimmicky urgency (“Last chance!!!” unless it’s really the last chance) - Walls of text or jargon - Making every email about you
Pro tip: Read your draft out loud. If it sounds stiff or salesy, rewrite it.
Step 4: Build your sequence in Gradual
Now it’s time to move into Gradual. Here’s how to set up your sequence:
- Create a new sequence: In Gradual’s dashboard, click “Sequences” and start a new one.
- Add steps: For each email, paste in your copy. Set delays (e.g., wait 2 days after Email 1 before sending Email 2).
- Personalize: Use Gradual’s merge tags (like {{first_name}}) sparingly. Double-check your fields so you don’t send “Hi ,”.
- Set triggers: Choose when leads enter the sequence. This could be a form submit, a tag applied, or manual enrollment.
- Pick your segment: Assign the right audience. Don’t send your entire database unless every single person is a fit.
- Review settings: Look for things like send limits, business hour delivery, and opt-out footers. Gradual usually handles compliance, but don’t assume.
Reality check: Automation is great, but mistakes are forever. Send a test to yourself and a teammate. Verify links, formatting, and merge tags.
Step 5: Test, launch, and watch like a hawk
Don’t just “set and forget.” Once your sequence is live:
- Monitor open, click, and reply rates in Gradual’s analytics.
- Look for signs of problems: sudden unsubscribes, spam complaints, or zero engagement.
- Ask a real person (not just yourself) to read every email and give honest feedback.
- If something flops, pause the step and fix it. There’s no shame in editing after launch.
What works:
- Short, relevant messages
- Clear, human calls to action (“Does this sound useful for your team?”)
- Following up once or twice—not ten times
What doesn’t:
- Long, templated sequences that never get updated
- Automated “breakup” emails that sound passive aggressive
- Pretending to be someone you’re not
Step 6: Iterate—don’t chase perfection
Your first sequence won’t be perfect. That’s fine. The trick is to:
- Make small changes based on real results (not guesses or “best practices” you read online)
- Keep your segments tight and relevant
- Refresh content every few months—especially if your product changes
Avoid the trap of endlessly tweaking before sending. Launch, learn, improve.
What to ignore (seriously)
There’s a lot of noise in email marketing. Here’s what you can skip:
- Fancy templates: Plain text often gets better results. Gradual supports both, but don’t waste time making it “pretty.”
- Over-personalization: Using someone’s company name three times in one sentence doesn’t build rapport.
- Sending more just to “stay top of mind”: If you don’t have something useful to say, don’t send it.
Keep it simple, stay real
Targeted email sequences in Gradual only work if you keep things honest and focused. Start with the basics, talk like a real person, and pay attention to what’s working. Don’t worry about being perfect or having the fanciest setup. The best sequences are the ones that actually get sent—and improved bit by bit.