Email Sequences

 

Email sequences allow you to send free, solicited, high-yield marketing to people who have already expressed an interest in your business.

 
 
Tom Hanks and Meg Ryan, the  undisputed masters  of the irresistible email sequence.

Tom Hanks and Meg Ryan, the undisputed masters of the irresistible email sequence.

 

Email sequences bridge the gap between you and your audience.
 

Also known as an autoresponder series, the humble email sequence is one of the most powerful tools in your digital marketing arsenal.

Imagine you’ve just spent a fortune on paid ads and other forms of marketing. As a result, ten thousand people have visited your website; a few thousand have signed up for your newsletter; and a few hundred have bought your product.

Are you going to be content with that progress? Or are you going to do everything you can to take advantage of the increased interest in what you’re offering?

If you use them correctly, email sequences are one of the most effective ways to reinforce your existing marketing strategy.  On the one hand, poorly written and salesy emails that offer little inherent value are a great way to turn people off and lose subscribers. But creative and carefully written emails that strike the right tone can achieve terrific results.

 

What is an email sequence?
 

An email sequence is a unique, targeted form of marketing. When someone “opts in” to your newsletter, you’re legally permitted to send them emails for as long as they remain a subscriber.

This means you can send free, solicited marketing to people who have already expressed an interest in your business.

Unlike blog posts or one-off email broadcasts, which are released to everyone at the same time, email sequences can be sent to subscribers at strategic intervals, in a way that offers maximum value.

 
Part of an excellent welcome email from meditation app Headspace.  Click here  to see the full email.

Part of an excellent welcome email from meditation app Headspace. Click here to see the full email.

 
A typical "onboarding" email sequence. Courtesy of  Spark Page .

A typical "onboarding" email sequence. Courtesy of Spark Page.

 

Are email sequences really worth it?


If you care about marketing in general, then you should absolutely care about email sequences. Among other benefits, they can give you:

1)     More newsletter signups. If your emails contain genuinely valuable content, you can offer them to people for free as an incentive to sign up for your newsletter. For instance, a company that develops a language learning tool might offer subscribers useful tips on topics like "how to avoid getting stuck using English when you travel".

2)     Meaningful relationships. You want potential customers to get to know you better, and you want to learn more about your potential customers. Email sequences can achieve both of these things. Friendly, valuable emails encourage the “know, like, and trust” factor that's so important for winning over new customers, without being pushy or resorting to ad-speak.

3)     Increased authority. Email sequences are a chance to demonstrate your authority on a given subject. Not everyone will be willing to scour your website for expert blog posts, so emails are an ideal way to tell people something useful or surprising, and show them you possess real expertise.

4)     Higher conversion rates. Everyone who signs up to your newsletter or abandons their shopping cart is a lead, and highly targeted emails are an excellent (and inexpensive) way to nurture these leads. For example, if you know that most people abandon their cart after they see your high shipping costs, perhaps you could write a sequence that offers a shipping discount to people with abandoned carts?

 

 

Do you want an email sequence that wins hearts and minds?

 

If you’ve decided that you’d like to create an email sequence, and you want to make sure it's as effective as possible, I can help. Strong copywriting skills – and a knack for providing valuable content – are essential to the success of an email campaign.

Flick me a message with a few details about your business, and I’d be happy to give you some ideas.