“Could you imagine if the user intent were somehow jumbled? For instance, imagine that the email was optimized for selling and that the sales page was optimized for educating. The entire marketing campaign would fall flat. That’s why sequencing is so important. Remember that email is, ultimately, just one part of the sequence.”
You must be astute to the intent of your users. Then, make sure that your email messages match other parts of your marketing campaign, such as your landing pages, so that they’re all optimized in the same way to meet the intent.