Creating Email Sequences and Sales Funnels – Part 3
Nothing can reward your efforts for email marketing better than a well-executed email sequence and sales funnel. The email marketing results you can gain from sending a series of automated, sequenced emails greatly out-paces those of stand-alone emailing.
Consider this statistic:
Transactional emails have 8x more opens and clicks than any other type of email, and can generate 6x more revenue. – Experian
This is the third and final part of our series on creating email sequences and sales funnels. In part one, you learned how to determine the end goal for your email sequence, create a content pathway and what your content needs to do. In part two, you learned: the primary reasons for using a sales funnel email sequence, how to spread your content out over time by creating email sequences, and how to create an outline for your email sequence and sales funnel.
In this article, you’ll learn:
☑ A detailed and effective email sequence strategy.
☑ Specific techniques and tactics for creating a pathway that leads your reader towards your desired end goal.
☑ Specific phases and what each email needs to do at every phase of your email sequence.
☑ What to do next after your email sequence has reached completion.
The Email Sequence/Sales Funnel in Action
Here is another sales funnel strategy. There are 8 phases in this strategy.
Each phase will contain one or more emails. The number of emails sent in each phase depends on the content itself. For example: A “course” may have more emails in the “education phase” than a series of “tips” email sequences.
Next, I’ll explain specific tactics to use for the content of each individual phase/email in the email sequence.
1. Opt-in Web Form
Reader subscribes to an email list through your web form. (For the promise of the free content offer). Immediately triggers a double-opt-in email.
2. Double Opt-in Email
Thank readers and tell them there is one more step. Directs the reader to click the confirmation link in order to receive their free content. This action immediately triggers sending of a “welcome” email with a link to the free offer.
3. “Welcome” Email
This email contains the free offer promised to the reader for signing up. (e-book, course, guide, etc.). This email should contain brief information about you, your brand and how you will help them in the future. You might also include a call-to-action such as: “Contact me if you have any questions,” or, “What is your biggest concern that I can help you with?”
4. Course / Education Emails
This phase begins one day after the “welcome” email. In this phase, you provide a series of emails that educate your reader about your topic. Provide a generous amount of high-value tactics or information. The number of emails sent during this phase will vary depending on the content you plan to provide. Three to five are typical, but certain courses may need more.
The sending frequency will vary depending on your objective. It could be 1 to 2 days after the welcome email or longer. Emails can continue at the same interval until this phase of the sequence is complete.
5. Relationship Email
In this phase of the sequence, your aim is to create a more personal relationship with your subscribers.
Here are a few tactics you can use to build a rapport with your readers:
• Share a personal story about your own experiences in the niche. Recount the struggles you had when you started. Explain what you did to succeed.
• Share a personal story about how you’ve helped someone.
• Share a success story from one of your customers and how you or your products helped them.
• Invite readers to contact you directly with questions. You can respond to each reader individually, or you can tell your readers you will compile the top questions and answer them in the next email.
These tactics help show the reader that you understand their problems and help them relate to you. It demonstrates that you or someone you have helped, has had the same struggles they have now. You understand what it is like. Show them that they can overcome their struggles or problems with your knowledge and/or the use of your products. The more open you can be, the more likely they are to identify with you as a real person.
This phase of the sequence is best interspersed between the education emails to achieve maximum effect. However, it can begin afterward. Two to four of these “rapport” emails are plenty. Send these at the same frequency as your education phase emails.
6. Go-To Expert Email
In this phase, your goal is to position yourself as the knowledgeable, go-to expert on your topic or niche. Remind them how you have solved problems for others based on what you know and your products. Break down any objections they may have towards your products. Show them why you stand out from your competition, as well as, why you are different. Without saying it directly, give them information that shows why they should trust you (success stories). Give them proof to believe in what you have to say (testimonials).
Lastly, if you are mentioning your product as a solution – you can link out for the opportunity to learn more about the product or buy it. What you do not want to do at this phase is make a “hard” sales pitch. You are using a “soft sell” approach by talking about how your product solves a problem. You are mostly giving them information. You are offering the link and the choice to learn more or buy is theirs without you pushing them. (You’ll do that in the next email phase)
Other items that provide proof are:
• case studies
The emails in this phase email occur after the end of the education and relationship sequences. The number of emails should not exceed 3. The frequency should be every 4 to 5 days.
*Note: if you are sending more than one of these emails, then it is best to also intersperse these emails within the education and/or relationship phases.
7. The Sales Pitch Email
During this phase you make a strong pitch for the subscriber to take the desired action of your main goal. This is the final destination, the end goal of your content pathway.
For example, your end goal action might be for your reader to sign up for a webinar or to buy your product or service. But besides your end goal, this email must give the promise of big benefits to the reader for taking your desired action.
So before you ask your reader to take action, an effective tactic is to first “warm” them up. You do this by listing benefits. Remind your reader what they will gain from the benefits – how it will make their life better. List every important benefit they will receive by taking action.
With your reader successfully warmed up, your next move is to nudge them towards the sale. This is where you can use tactics such as: “scarcity,” or “fear of failure.”
Using “fear of failure,” remind your reader of their choices. Stay stuck where they are with the same problems, or they can take action to achieve success.
Using “scarcity,” tell your reader that either time or supply is short. If they want their problems to go away, they need to act now.
Send your sales pitch email 2-3 days after sending the last email of your “expertise” phase. Only send your major sales pitch email once.
8. Reminder Email
This is the “last chance” email. It is a follow-up sales pitch. In this email, you remind your subscriber once again of the benefits they’ll gain from taking your desired action. Remind them how they can end their problems once they take action or buy your product or service. Remind the reader of your expertise and how you can help them solve their problems.
You may even want to use a time-limited offer that gives them an “early-bird” discount if they act fast. Let them know that your: product, service, space for webinar attendance, a chance for a free consultation – whatever it is – is scarce and they will miss out unless they act now.
Send this email 2 to 3 days after the sales pitch email. This is the final email and completes your sequence.
Wrapping Up Your Sequence
The examples given in this three-part series aren’t “rules.” They are only guidelines. The email sequence and number of emails in the sequence will vary depending on the content. Your sequence may be shorter or longer.
For example, one course may require 15 emails, while another course may only require five emails.
Now, let’s look at what to do with your subscriber next…
Once your subscriber has completed your email sequence, you can move them into another sequence and/or onto your regular newsletter rotation. Any ongoing emails or newsletters may also offer your subscribers the opportunity for other email sequences, such as additional courses or other “tips” series.
Main Takeaways From Parts 1-3:
☑ Plan your email sequence by starting with an end goal for your reader. (Download the e-book, attend the webinar, buy the product, etc.)
☑ Create a content path that leads readers towards your end goal.
☑ For every piece of content you create, its first goal must be to help your reader.
☑ Help your reader and earn their trust first, then ask for the sale near the end of the email sequence.
☑ Before asking for the sale, remind your reader of all the benefits they will receive from your product.
☑ Use an email service that allows you to automate sequencing and sending your email messages.