Using Email SequencesTo create your marketing and sales machine

What are Email Sequences?Anemailsequenceisaseriesofpre-writtenemailscreatedtobesentinapredetermined

progressiontoanindividual. Theyserveasanautomatedwaytosendperiodic

communicationsthatincludehelpfulresources aprospectorcurrentcustomerwillseeas

valuabletothemalongwithbuildingtrustandcredibilitywithyourcompany.

Theseemailsareconstructedtonurtureanindividualtowardsadefinedgoallike“Scheduling

aFreeConsultation”or“SigningUpForaFreeTrial”.

Emailsequencesarealsoknownasauto-respondersorfollow-upsequences.

How are Email Sequences Best Used?Postpurchasefollowup

• Someonebuysaproductthroughyourwebsite. Yousendthemathankyouforbuyingemailwitha

10%offcouponvalidinthenext10days. Iftheydonotmakethatfollowuppurchasewithin8days,

yousendthemareminderaboutthe10%offcouponthatwillexpireinthenextcoupledays.

• Youareacarpetcleanerandyoujustfinishedcleaningaclient’sentirehome. Youcanplacetheminto

anemailsequencethatimmediatelysendsoutanemailwithacustomersatisfactionsurvey. Thiscan

befollowedbyaskingforatestimonialandthenreferralstofamilymembers. Aremindergoesoutsix

monthslatertalkingaboutthehealthbenefitsofhavingthecarpetsinyourhomecleanedeverysix

months…especiallyiftheyhavesmallchildrenorpets(bothofwhichtheydo).

1.

How are Email Sequences Best Used?Coldoutreachtotargetedprospects

• YouidentifyagroupoftargetprospectsthatalignperfectlywithoneofyourBuyer

Personas. Afteralittlebitofresearch,youbegintosendthemasequenceofemailsthatfocus

onlikelypainpoints,provideseducationandresourcestoalleviatingthispain,guidesonhowto

findsomeonetohelpthemwiththeirpain,comparisoncharts…andthenseewhoisopening

theemails. Thosethatareengagedinthecontentyouaresharingcouldbespecificallytargeted

bysales. Ofcourseonlywhenthetimingseemsrightandwithaninboundsalesapproach.

2.

How are Email Sequences Best Used?Followuptoanopt-inordownloadedofferonyourwebsite

• Awebsitevisitordownloadsthe‘EverythingYouShouldKnowBeforeHiringaKitchen

RemodelingContractor’eBookfromyourwebsitethatisanotedtopoffunnelofferforoneof

yourBuyerPersonas. Youcanautomaticallyenterthemintoanemailsequencethatcontinues

toprovideadditionalinformationandresourcesspecificallygearedtowardskitchenremodeling

ideas,tips,testimonialsfromhappycustomersandsoon.

Youcangaugetheirlevelofinterestbytheemailstheyopenandgatheradditionalinformation

aboutthemthroughcomplimentarycontentoffers.

3.

How Do You Create an Email Sequence?

ChooseYourTarget

• YouaregoingtoneedtoidentifyaBuyerPersonaforyouremailsequence.

ABuyerPersonaisasemi-fictionalrepresentationofyouridealcustomeror

customers. CreationofyourBuyerPersonaswillgiveyouadetailedoverviewofexactlywho

theyare,whattheirpainpointsare,howtheytypicallypurchase,andwhattheycareaboutthe

most.

KnowledgeofthisBuyerPersonawillbecrucialtothedevelopmentofemailmessagesthatwill

resonatewiththemandincreasetheirconversionrate.

1.

How Do You Create an Email Sequence?SetYourEndGoal

• Determinewhat(specifically)youwantthemtodo. Whatactiondoyouwantthemtotakeattheendofyouremailsequence?

• Foraprospectthathasneverdonebusinesswithyoubefore,perhapsitisgettingthemtoscheduleademoofyourproductorservice.

• Foracustomerthathaspurchasedfromyouinthepast,perhapsitisgettingthemtopurchasefromyouagainorreferyoutootherstheyknow.

• ClearlydefinewhattheEndGoalwillbe.

2.

How Do You Create an Email Sequence?EstablishMini-GoalstoAchieveYourEndGoal

• Thesemini-goalswillbesmallwinsthatwillhelpyoumovetowardsyourEndGoal.

• IfyourEndGoalistogetaprospecttobecomeyourcustomer,yourmini-goalsmaybe:

– Provideeducationalresourcesthatwillhelpthembetterunderstandwhattheyshouldconsiderduringtheirpurchasecycle. Tipsonwhattolookfor.

– Gatheringmoreinformationabouttheirneeds,challenges,andintereststhroughcontentoffersthathavedifferentopt-inquestions.

– Gettingthemtowatchanexplainervideoofaspecificbenefittoyourproduct

– Showcasetheworkyou’vehelpedotherswiththroughCaseStudies

– Displaycomparisonsoftopoptionstheycanconsider

3.

How Do You Create an Email Sequence?

AssignAssetsforEachMini-Goal

• Determinewhichblogposts,ebooks,videos,slidedecks,casestudies,checklists…thatyouhave

createdorneedtogeneratetoaccompanyeachmini-goal.

4.

How Do You Create an Email Sequence?

FigureOutYourStartingLine-up

• Nowistimetofigureouttheorderofyourmessages

• Youwanttopiecethistogether(likeapuzzle)inawayyouthinkwillbestmirrortheBuyerPersona’sbuyingcycle

• Usethislineuptobuildtrustandcredibility

• Catertothestep/phasetheyareintheBuyersJourney

• Createengagingsubjectlinesthatwillgrabattentionbutaren’tdeceitful

• Craftthemessagetobeclearandconcisewithwhatyouarepresentingthemandwhattheyshoulddowiththe

information. Saveanyattemptatbeingcleveror(again)deceitful. Thisisatimeforbuildingtrust.

• Establishthetimelinethatyouwantyourmessagessent.

– Thetimelineshouldcoincidewiththetypicalpurchasecycletimeline.

5.

How Do You Create an Email Sequence?

ImplementYourPlan

• Nowcomestimetoimplementyouremailsintosoftwarethatwillexecutethesequence

– Examplesofsoftwareyoucanuseare:ActiveCampaign,Aweber,ConstantContact,Drip,InfusionSoft,

HubSpot,orMailChimp

• Makegooduseofformattingandimagestopresentyourmessageinaninvitingway

• Whatmakesthisentireprocessworksowellistheautomation

6.

How Do You Create an Email Sequence?

TrackYourResults

• Establishafrequencytocheckyourperformance

• DeterminewhichKPIsyouwillusetomeasuresuccess. Thesecaninclude:

– Openrate

– Clickthrurate

– Websitevisitsfromtheemailmessages

– Newsalesthatweregeneratedfromtheemailsequence

– Thenumberofleadsgeneratedvs.thenumberofleadsclosed

– Thenumberofunsubscribes

• Makeadjustmentstosubjectlines,messages,images,offers,andCTAstoimproveyourKPIs

7.