Building Email Sequences That Actually Convert in Zoho Marketing Automation

A two-part webinar covering both sides of email sequences: how to write ones that actually convert, and how to build them in Zoho Marketing Automation. I'm joined by Vicky from Quirky Copywriting, an evergreen email sequence specialist who has built these flows for dozens of B2B and service-based businesses. Vicky takes the first half to walk through the strategy, the structure, and the exact email-by-email breakdown of the two foundational sequences every business should have. Then I take over and show you how to actually build one of those journeys in Zoho Marketing Automation, including a few tricks for making emails look natural rather than overly designed. WHAT YOU'LL LEARN Why blanket newsletters keep pushing your priorities instead of your buyers' priorities How to map a customer journey from stranger to paying client before you write a single email Defining your end goal: book a call vs buy now, and when each is right Using the 5 whys test to find the real transformation people are actually buying The difference between intentional and consequential subscribers, and why each needs a different welcome flow A 3-email welcome sequence for intentional subscribers (people who sought you out) A 4 to 5 email lead magnet sequence for consequential subscribers (people who wanted the freebie) Vicky's "What Makes You Special" 6+ email nurture-to-sales flow (the one she recommends to every client) Why plain text emails consistently outperform glossy HTML designs How to set email frequency (and why daily is often fine, even in B2B) Whether to send from a person or a business, and how to format the sender name How to measure whether sequences are working when buying cycles are long Triggers, exit steps, and how to stop people getting flooded by multiple flows at once Connecting CRM lead types into Zoho Marketing Automation via field mapping Building a journey from scratch with a multi-way split on lead type The HTML editor trick that makes Zoho emails look like normal emails (not marketing emails) Customising the unsubscribe link so it doesn't ruin your footer Time delays, weekday-only sending, and time-of-day controls Why every journey needs a "remove from journey" step (and what breaks if you skip it) The difference between Zoho Campaigns and Zoho Marketing Automation, and which to pick Whether to branch sequences based on email opens (and a more reliable alternative) ABOUT VICKY AND QUIRKY COPYWRITING Vicky runs Quirky Copywriting, a micro agency specialising in evergreen email sequences for B2B and service-based businesses. If you'd like to talk to her about your sequences, you can reach her via LinkedIn or the email shared in the follow-up. ABOUT LIMITLESS IT We're a UK-based Zoho Authorised Partner specialising entirely in Zoho. We work with around 30 UK clients across a range of industries on a flat-fee unlimited subscription model, so you always know exactly what you're paying each month. Last year our client renewal rate was 93%. If you'd like to chat about how we could help you get more from Zoho Marketing Automation or the wider Zoho platform, you can book an introduction call through our website. We also post weekly updates on everything new across the Zoho platform, and you can find our past and upcoming webinars there too.