In a communications world dominated by the need to personalise, it may also sound unrealistic to suggest that one single secret formula could exist to help construct that perfect piece of email comms.

However, regardless of the specific objective of an email campaign, the overarching goal of any nurture sequence remains constant – to encourage an individual along a journey to the point of peak engagement. Only then will a Marketing Qualified Lead (MQL) stand the greatest chance of becoming a Sales Qualified Lead (SQL).

And, details aside, there are a number of fundamental composition principles, which are proven to open doors and educate contacts faster. It’s just a case of knowing the DNA of the perfect nurture sequence.

Armed with these principles, it is possible to craft a five-stage, plain text email journey, which releases the power of this fundamental human argument.