A sequential effect algebra (SEA) is an effect algebra equipped with a sequential product operation modeled after the Lüders product (a,b)↦aba on C∗-algebras. A SEA is called normal when it has all suprema of directed sets, and the sequential product interacts suitably with these suprema. The effects on a Hilbert space and the unit interval of a von Neumann or JBW algebra are examples of normal SEAs that are in addition convex, i.e. possess a suitable action of the real unit interval on the algebra. Complete Boolean algebras form normal SEAs too, which are convex only when 0=1.We show that any normal SEA E splits as a direct sum E=Eb⊕Ec⊕Eac of a complete Boolean algebra Eb, a convex normal SEA Ec, and a newly identified type of normal SEA Eac we dub purely almost-convex.Along the way we show, among other things, that a SEA which contains only idempotents must be a Boolean algebra; and we establish a spectral theorem using which we settle for the class of normal SEAs a problem of Gudder regarding the uniqueness of square roots. After establishing our main result, we propose a simple extra axiom for normal SEAs that excludes the seemingly pathological a-convex SEAs. We conclude the paper by a study of SEAs with an associative sequential product. We find that associativity forces normal SEAs satisfying our new axiom to be commutative, shedding light on the question of why the sequential product in quantum theory should be non-associative.