- Raquel Dunlavey
The Copywriter's Formula to Email Sequences for Fast Growth
We’ve all signed up for at least one discount or special gift in exchange for our email address. Whether it’s 10% or $200 off, we humans love a deal (which also applies in B2B and E-Commerce). But how do companies leverage your information to increase their revenue? And more importantly, how can you do the same for your business?
Why Email Sequences are Crucial for Your Organic Growth
If you don’t have an email sequence written for your lead generators, I can guarantee you are missing out on leads and revenue. Email sequences are important for organic growth because you've got direct access to people that were interested enough in your company to sign up for your offer. That's a big deal because when you pair your offer with a series of strategically crafted follow-up emails, your conversions rapidly and exponentially increase.
Use Email Sequences for More Leads and More Conversions
If you’re hungry for more growth, I've got you covered!
Do you want to know my proven formula for increasing your organic sales and conversions? It's a five-step process that guides your prospects to action without coming off too salesy or desperate— the kiss of death in inbound marketing.
This article will teach you how to optimize your sales funnel with email marketing that systematically yet authentically speaks to your customers. Your copywriter extraordinaire has repeatedly proven that this method increases conversions.
Once you learn how to write an email sequence
that rocks, your company's potential is unlimited.
First, What's an Email Sequence?
You may have heard the term "email sequence" before and wondered what the heck that was. An email sequence is a series of emails that follow your prospect through their buyer's journey from attention to action.
There are many reasons for email sequences: lead magnets, webinar registrations, abandoned shopping carts, client reactivation campaigns— the sky is the limit with email marketing.
In this instance, I'll show you how to follow up your lead magnet with an email sequence that brings in the money.
Email #1: Thank You Email
The Thank You email is the easiest to write. You'll keep it simple and friendly. The primary goal of the thank you email is to deliver their freebie. Immediately after someone opts in for your Lead Magnet, you need to send them an email that accomplishes three goals:
First, it delivers the link for the lead magnet to their Inbox. (Pro tip: host your download on your website for maximum conversions and organic traffic)
Second, it gives them a sense of what to expect to receive from you in the future. An example would be letting your new subscriber know how often you will be contacting them or what kind of content you may provide in the future.
Lastly, it creates excitement. I always like to congratulate the subscriber for downloading the resource and then briefly highlight the benefits of the lead magnet to their business. You'll establish a positive impression between your brand and the subscriber.
Oh, and one final reminder for this first email…
NEVER use this "Thanks" email to try to sell something! Simply do what you promised to do and deliver the offer to their Inbox. If you design this email campaign correctly, you'll have plenty of opportunities to "sell something" soon.
Email #2: Introduce the Problem and Your Solution
In the second email, you want to identify a specific problem your potential customer is facing. Next, you'll introduce your product or service as a solution to overcoming that particular pain point.
Assuming that you have already created your customer persona, you're familiar with the external problem your potential customer is facing. You already know how that problem makes them feel and have identified why that's just plain wrong.
Perhaps you're a landscaper, and you know your potential customer doesn't always have the time to mow their lawn on Saturdays. You wisely created a PDF resource promising "7 Ways to Cut Your Lawn In Less Time So You Can Reclaim Your Saturdays" that is getting traffic to your site.
In this second email, you can acknowledge and empathize with their pain. Then you remind them that you offer lawn mowing services at an affordable price. Don't forget to include one or two calls to action.
You don't want to sell TOO hard… but you want to remind people that you have the solution they're looking for.
Email #3: Share a Testimonial
Do you know what's even better than talking about yourself and telling everyone how good you are at your job?
Answer: Letting other people do it for you!
In Email #2, you presented a problem and positioned yourself (or your product/service) as the solution. Now it's time to use a testimonial from a previous or current customer to confirm that you really can solve this particular problem. Go back to your archives and find a review or testimonial from a client that speaks specifically to the issue you addressed in the previous email.
Going back to the lawn-care example, you'd want to use a testimonial where a customer reclaimed their weekend so they could spend more time with their kids. And if you don't already have a testimonial to use, reach out to one of your favorite customers and ask them to write one up for you.
If you’d rather not reach out to past customers (although it’s a great excuse to remind them of how happy they were with your company and to ask for referrals), you could write a case study of one of your clients and how your services have impacted them.
Remember: this testimonial must speak specifically to the problem you presented in Email #2. It shouldn't be focused on how great your company is or how you're "a pleasure to work with." It MUST concentrate on the problem and solution you've already brought up.
The testimonial itself can be anywhere from 50 to 500 words… as long as it plainly supports your solution as THE solution. And, of course, be sure to include some CTAs. They should be low-key and helpful to match the tone of the testimonial. The key message should be “...and I can do the same for you.”
Email #4: Overcome An Objection
If people haven't responded to you after the previous emails, it's likely they still have some sort of objection to hiring you or buying your product. Of course, people have many justifiable reasons for NOT spending their money. Still, the job of Email #4 is to help overcome that sticking point.
Quite often, people's prominent objection relates either to cost or time.
If people's primary objection to buying your product is the price, you'll use this email to showcase how your product will earn them money in the long term.
If the objection is time-based, you can use this email to show them how your product will save them time.
You'll also want to include a "P.S." in this email where you can add even more value to the potential customer and continue to overcome their main objection. A P.S. gets noticed every time. Remember to focus on one objection instead of a laundry list of reasons. Clarity wins!
Email #5: The Closing Sales Letter
While you included a Call To Action in your previous emails (especially #2 and #4), this fifth email is where you want to do a "hard sell." This is your last "hurrah" at getting a sale through this 5-part email campaign… and quite honestly, you may find it the easiest one to write. That’s because you’ve already done the hard work of your previous emails.
How do I write the closing sales letter?
What I typically recommend is the P.A.S.T.O.R. framework created by Ray Edwards. The P.A.S.T.O.R. framework is a highly effective technique that has been proven to increase conversions when applied with skill.
P.A.S.T.O.R. is an acronym for pieces of your message.
“P” is for PROBLEM
“A” is for AMPLIFY
“S” is for STORY and SOLUTION
“T” is for TRANSFORMATION and TESTIMONY
“O” is for OFFER
“R” is for RESPONSE
The five-email sequence naturally builds toward the P.A.S.T.O.R framework, so by the time you get to this last one, you’re home free!
Here are a few things to keep in mind with this most essential email in your campaign:
1) Include a direct call to action multiple times in the email. You want to give people clear instructions about the action you want them to take. If you want them to click a link, tell them "click this link." If you want them to give you a call, tell them: "Here's my number. Call me right now!" Do NOT be shy.
2) Talk about the SUCCESS people will achieve when they buy your product or service. Cast a vision for them of what life will look like after they invest with you. Be specific and clear!
3) Remember, if you genuinely believe in your product or service, you genuinely think it will improve people's lives. And if it will really make their life better, you owe it to them to try and get them to buy in. Discounts, free trials, and other incentives will dramatically increase conversions.
Tips and Tricks For Writing Your Lead Magnet Follow-Up Email Sequence
Since email marketing has such a high ROI ($42 return for every $1 spent!) if you don't have a strategy for your campaigns, your company isn't reaching its full potential.
Another tip is to pace yourself. There are split schools of thought on how frequently to email a new subscriber. Have you ever signed up for something and received emails multiple times a day, every day? You soon regretted it and never purchased from them because of the experience, right? Don’t be that company.
That being said, your leads are never warmer than right when they sign up. Definitely send out a follow up email within 1-3 days after they’ve subscribed.
I typically schedule my automated email sequence this way:
Email #1 Automatic
Email #2 Next Day
Email #3 2 Days Later
Email #4 2 Days Later
Email #5 2 Days Later
Here's What You Need to Create A Full Lead Generator Funnel That Changes Everthing For Your Business
The lead magnet sales funnel is the combination of the deliverable itself, the web pages needed to deliver it, and an email sequence. A typical lead magnet-based sales funnel includes:
Your lead magnet can be anything, but it must be valuable! This cannot be overstated. If a prospect signs up for your freebie and finds it wasn't worth giving up their contact information, they will hit that unsubscribe button and never consider your company again. Luckily, I cover lead magnets in-depth on my blog, so don't panic trying to think of what kind of lead magnet will work best for your business.
This is where the prospect will enter their contact information. Your landing page should focus on the benefits of your lead magnet to the subscriber's business. Landing pages don't have to be overly complicated. Just make sure that it's friendly and creates excitement for your offer.
The Download page is an excellent opportunity to include a welcome message, reiterate what they'll achieve with your lead magnet, and let them know you're happy to help in any way you can. You're not selling on this page, just being friendly and helpful. The download page is the perfect spot for a double opt-in subscription as well.
A high-converting email sequence connects your business with your client's underlying needs. By identifying your ideal client and their pain points and following this guide, you will create targeted messaging that gets results. Get prepared for lift-off. Your sales are going to soar!