What is an email sequence? This is a sequence of emails automatically sent to specific segments of people on your email list. They can be trigger based (based on actions such as browsing behaviors, subscribing to your list, shopping cart abandonment, reading or downloading content, or buying a product), or time based (based on actions such as right after opting in, 30 days after a purchase, or the anniversary of subscribing). You only have to set them up one time, and they do work for you!
Email sequences take people from not knowing anything about your company to becoming full fledged and enthusiastic customers who are more than happy to recommend your brand to the people that they know. There are a few main types of sequences – here are some examples .
When you visit a friend, you probably don’t just walk right in their house. You wait for them to invite you inside – to welcome you. Typically, welcome emails have an average open rate of about 45%. That’s pretty good! However, there is a way you have to go about things. You can’t come right out of the gate asking your new customer to buy things from you right this second. That will stress them and scare them away. You should send 4-6 emails before you even consider that. You must build the trust of your contacts before they will consider you.
This email is just a warm welcome – perhaps some simple expectation setting. It should be the very first email you send, and it should be short and sweet. Don’t overwhelm your new customer from the start.
This is a great one to share with your clients what you can do for them. You can also use this line to send a message of “we make genius look easy”.
Perhaps this client has just made a purchase from you – make your communication valuable to them by sending them some secret benefits or a how-to regarding the product they just purchased. Add value to their day!
You already have the client’s attention – they did sign up for your email list, after all. You’re in a sweet spot in the “welcome” period where they don’t quite know what to expect from you. Now is a good time to play around with shock-titles that will entice your customers to click – because they just have to know what you’re sending them!
This reminds the customer that if they have any questions about their recent purchase, or if they need some other help, you are there to chat with them. It builds trust and lets them know that your ears are open if they need anything.
Not everyone responds to every emotional trigger in the same way. That’s why you should develop an email sequence that taps into every type of person’s emotional triggers. The Gain Logic Fear sequence creates urgency – for any type of business. This specific email sequence is designed to encourage folks to convert by building trust, appealing to their logic, and taking advantage of their scarcity mindset. The “gain” part of the sequence tells them how they can move toward the things that they want. The “Logic” part tells them how they can move towards what makes rational sense. The “Fear” part tells them that they should hurry towards what is going to go away soon.
Who doesn’t like benefits? This one gives the customer something to gain.
People love any chance to flex their knowledge, and wondering if there’s something they may not know about their product or service can get them to click on your email quickly.
This email subject is a good one to get your readers to click out of the “fear” aspect – it worries them that they may not have made the right decision to make a purchase. Of course, the “thought” in question here will be a non-concern to them, so it works out for everyone.
Who wouldn’t click on this? It’s meant to get the customer wondering if the results in question pertain to them, and it works. They click!
Fear of missing out is a serious stressor for some people. This email should come on the last day of your promotions or sales. Leverage scarcity to work for you!
A Segmentation Sequence
Have you ever seen an email that you have no interest in? Even if they’re sent from a brand you like, you’ll probably delete it without opening if you aren’t interested. The idea here is to specify emails based on different types of customers. Only send certain emails to those that you know will be interested. Doing this means that they will be more invested in your business.
Like we mentioned earlier, people have a serious fear of missing out. But if there is a certain segment of your audience you know would really like a specific email, segment it to them!
Not everyone will be willing to help you out in whatever way, but some people will. Hedge your bets on those more likely to say yes.
Not everyone will have the issues in question. But some people will.
Get the attention of specifically who you want to with this tagline. People will relate to it, know it was meant for them, and click.
A Re-Engagement Sequence
A re-engagement campaign is a sequence of emails sent to past customers to bring them back after they have stopped interacting with a brand for more than a certain length of time. It is cheaper and easier to win back old customers than it is to find and build trust with new ones. In fact, acquiring a new customer can cost five times more than re-engaging an existing customer. You should have a re-engagement sequence! Only send two or three of these emails, but make them count.
In case the only issue is that the customer has forgotten about you, this is a good one to send. It gently reminds the customer that you exist in a no-pressure kind of way.
This can create some urgency. If a customer has visited your shop or website many times without making a purchase, you can send this email – maybe it will be what makes them finally pull the trigger on their purchase!
You might call it a bribe, but sometimes it works. If customers love one thing, it’s a good discount. If nothing else, it will at least bring them back to your website long enough to check out the deal.
Tug on their heart strings and their emotions with a cute email. It doesn’t ask them to make a purchase, it just asks them to visit your website again. There is low risk for the customer here, so they’re a lot more likely to do it.
Have you ever filled up a cart full of items on a website and then abandoned it for some reason? Most people have! For those folks, it doesn’t hurt to remind them that they have a cart built on your website. They may come back to it.
This sequence is meant to convert someone from an interested party to a qualified lead or a sale. It helps you push the customer along the line from not knowing of your business to being a loyal customer.
This email creates awareness for a problem that you can solve. You aren’t mentioning here that you are the solution to that problem, but instead planting the seed in your prospect’s mind that they do have a problem they would like to overcome.
This reinforces your prospect’s suspicions about the problem you solve.
This is the first time you will talk about your solution. You want to make direct reference to a problem and emphasize the emotional connection that your prospect has to solving the problem. Then you want to re-emphasize how your business can solve this problem with your product or service.
This evokes emotion relating to the problem. The better you articulate your prospect’s stressor and tie it to an emotion of your choice, the more compelling your emails will be.
This is where you drop the bomb – you’ve sown seeds of doubt in your prospect’s mind and now you’re swooping in to save the day.
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