With so much business being taken online post-2020, email marketing has become more important than ever for businesses of all sizes. If you aren’t running campaigns, you aren’t maximizing your ability to connect with, and retain, your email list. Automated email marketing allows you to offer a personal touch to everyone on your list in far less than the time it takes to interact with clients and potential clients one-on-one.
There are many different email sequences for different applications, which can be overwhelming when determining where to start – don’t worry, we got you! Here are three email sequences that every business needs, regardless of their size.
When you gain a new customer or land a new listee, don’t miss out on the opportunity to show gratitude and explain a little of what they can expect from you in a welcome campaign. This is where you can offer a peek behind the scenes of your business and its values and philosophy, to get them familiarized with what you have to offer. A welcome sequence is often the first piece of content your new listees see after purchasing or signing up to receive your lead magnet, so it’s important to make a great first impression.
- A confirmation email when your new listee signs up to receive your content. Don’t miss the opportunity to treat this as part of your email campaign and write more than a one-liner. Use this to build anticipation about what will follow for the duration of your sequence.
- Set the stage by outlining your intentions for the campaign. How often will you be emailing? What kind of content can they look forward to? If you intend to share special insights, free resources, or rebates, your list will want to know.
- Get Personal – Always ‘speak’ directly to your customer in your emails and use first names to acknowledge them directly.
- Your Story – It’s more important now than ever to share your story, particularly for personality brands like coaches, therapists, and solopreneurs whose followers often find them through the relatability of their story and, therefore, enjoy a loyal readership. A relatable story can garner interaction and trust from your list as well as extend your reach through shareable content. This is a great place to introduce social proof, too.
- A clear CTA (call to action) should be present in every communication and shouldn’t compete for space with any other requests. Whether it’s a call to action to sign up for a free call, a free webinar, or any other action, the reader should be able to clearly understand the action you want them to take and how to take it. Make sure links and buttons are easy to see and intentionally placed.
- Moving forward – your customers will want to know what their next steps should be when you conclude the welcome sequence. This is a great time to direct them to some of your other content or resources or to get them to opt in for another sequence.
If you’ve gone through the effort of creating a membership site, a course, or just scored a new customer sale, don’t skip the onboarding sequence. So much of an online program’s success comes down to usability and product support, so take the time to put together an onboarding sequence that will walk your customers through how to get started, and educate them about how to get the most out of its features and benefits.
- Clear subject line – If your email contains login information that your customers will want to reference again and again, help them out by including a subject line that will be easy to pick out. Something as simple as “Your log-in information” will work, but a subject line that reads “Action Required: Access Your Account Here” may be more effective at pushing them toward opening that first email and proceeding with the process.
- Logistical information – important dates, times, and how to use program features. Include links to members-only social media groups, as appropriate.
- Support information – let new members or customers know what they can do if they encounter a problem and need tech support.
- Demonstrate your value to your customers by including case studies or testimonials about your program and include valuable resources like webinar replays, expert insights, and tools or tricks they won’t get from anyone else.
- Outline the journey to guide your client along the way and provide information about what to expect. The onboarding emails you send should be timed to reflect where your client is in the process.
- Provide opportunities for interaction in these emails by requesting feedback, inserting quizzes, polls, etc. Segmentation can also be offered by allowing listees to opt in or opt out of particular promotions while still receiving the rest of your evergreen content or nurture sequences. Always offer an easy way to unsubscribe – this keeps your list clean and engaged (and it’s required by law).
Once your customer gets through your welcome (& onboarding) sequences, you’ve become a regular in their inbox – so ride that wave! Maintain a presence in your reader’s inbox by including them in your ongoing nurture/evergreen sequence. Your main goal in a nurture sequence is to foster a trusting relationship with your listees first and foremost and lead them to an eventual purchase they feel good about. Your nurture sequence should focus on providing value to your customers more so than selling. A ratio of 4:1 (4 value-added emails to one sales email) is a good place to start. Unlike other sequences that have a beginning and an end, nurture sequences are regularly updated with new content and generally include all listees.
- CTA – each of your emails should have a call to action whether that’s responding to your email with a question, clicking a link, or buying tickets to a new event you’re hosting, for example.
- Educate your audience using links, videos, templates, blogs, newsletters, and other relevant sources that support the CTA or link to landing pages.
- Relatable anecdotes – nurture sequences offer an opportunity to connect with your readers on a more personal level. This demonstrates that you know and understand the problem they have and how your solution will allow them to overcome it.
- Social proof – Nothing sells like rave reviews from happy customers. Your nurture sequence offers an opportunity to showcase these wins as testimonials, case studies, and impressive numbers that indicate positive results. Include information about how your customers are using the features of your product/service to resolve their problem.
- News and updates – what is upcoming for your company? Want to start driving anticipation around a new product or service? A nurture sequence is a great way to introduce your product and start to pique the reader’s interest. Got a coupon code for an upcoming sale? Distribute it to your list here.
Evaluate and Iterate
Buyer habits and customer pain points are affected by many factors, both within and outside of your control. Always keep a watchful eye on open rates and engagement rates to know what changes need to be made to better address your customers, and what is performing well. When possible, A/B testing should be performed to further understand your customers and make appropriate adjustments.