Soap Opera Sequence

Think of a soap opera sequence (SOS for short) as a sequence of emails that move subscribers through a serialized narrative, like this:

Soap Opera Sequence (SOS)

In the example above, SOS #1 is a sequence of 14 emails.

… a narrative of “story-based” emails that are the (emotional) delivery vehicle of our marketing message, that communicates how our ideas and products translate to value for the people in our sphere of influence.

Based on the behavior of subscribers, other SOS’s are triggered.

Email #3 above has the ability to trigger SOS #2. Some subscribers will trigger it, some won’t.

Something magical happens when an email system is rigged to operate like this.

Relevance is the obvious one. But there’s other awesomeness at play too.

I explain it in detail here.