Get These Email Sequences Up & Running and Watch Business Grow!
If you have a list of emails that you’ve collected as part of your marketing strategy, I want to give you a big “Good job!” because what you’ve got there is one of the most valuable business assets ever.
Email marketing – which is literally just why/how/when you email that list of people – is an incredibly effective, and lucrative, piece of your overall content strategy.
And frankly, your people are liking it – 76% of customers say they prefer email communication as their main source of business and sales communication.
Um, that’s a lot of people.
So it’s time to think of that list as the audience you’ve invited to your show and they’re ready to be wow’d, ready to listen and ready to join you on your journey – they are true warm leads.
As you’re thinking about your email marketing, how it fits into your overall content plan and what you should be creating email-wise, there are 3 kinds of email sequences that you should have written, loaded up and ready to go…
The Welcome/Nurture Email Sequences
You hand over your email for a lead magnet, free resource, etc and you start receiving emails from that business or brand.
Welcome to the Welcome Email Sequence!
This is also called a Nurture Sequence but either way, it’s a series of emails – usually 4-5 – designed to bring you into the world of that brand.
These email sequences will, or should, give you more information about the business, their services and their mission.
These emails are to “welcome” you into their story and share how they can help you/solve a problem for you/be of service to you.
By the end of this sequence you should feel like you “get” them, you know what they are known for, you know how they can help you. You will also know all the ways you can connect with them.
You should Know Them, Like Them and be on your way to Trusting Them.
(Not sure why that’s all capitalized? Read this)
Your own Welcome Sequence should do all those things as well –
- Tell your story
- Share your mission/passion/vision
- Talk about what you do/sell/provide to your clients
- Show how you can solve problems
- Give these new-to-you people a solid knowledge base about you and your business
- Invite them to follow you on socials, check out other blog posts, subscribe to your YouTube channel – any of the ways they can come further into your world.
WAIT THOUGH!
You should NOT be selling to your audience in the Welcome/Nurture sequence. This would be like proposing marriage on the 2nd date – probably not going to land well and definitely too soon.
The Sales Email Sequences
This series of emails will expand on all the ways a specific product or service you offer will be hugely beneficial to your audience.
These sequences are usually a bit longer – 5-7 emails – and can include case studies of your services or products, testimonials from past clients, stats and figures proving your claims and well-honed copy that speaks to their pain points.
Good sales email sequences shouldn’t feel like a sales pitch. They should feel like a conversation about what’s not working for your customer/client and how you can make it better with this particular product or service.
Your Sales Email Sequence should…
- Highlight a pain point in an empathic, understanding way
- Showcase how the particular product/service you’re selling with solve that problem
- Use persuasive copy to engage your reader to recognize the problem your highlighting as something they struggle with
- Give examples of how your product/service can solve highlighted problem
- Clear and easy CTAs that tell your reader exactly how to buy
The With-Regularity Email Sequences
A loyal (and lucrative) email list is one that’s hearing from you, in all your high-value glory, on the regular.
I recommend emailing your list every other week at minimum; weekly is most effective, but as long as you’re showing up in their inbox consistently, with value, you’re doing it right.
I’m a huge fan of a newsletter format for regularly sent emails.
It’s easy to read, skimmable and can lend itself to focus on one particular topic (if you’re introducing a new service, new product, launching, etc.) or can highlight lots of things at once.
However you do it, do it consistently to see that list become your biggest source of revenue and lead gen!
There is always going to be the latest and greatest when it comes to marketing your business in this digital world, but email marketing is still top dog in terms of ROI and reach.
So, what’s your email game looking like these days? How often are you speaking to your list? And when you do, are you giving them everything they need?
Do you have one or all of these email sequences currently working for your business?
Have questions, need some direction or just want me to write those emails for you?
Hit me up and let’s talk.
