When someone buys something from you or signs up to your list for a newsletter or report, or whatever; you should have a prepared follow up email sequence.
A well thought out email follow up series can improve your relationship with your customers and prospects, and increase your sales.
Effective Email Follow Up Sequence
The frequency will depend on your audience and you need to test. It can be every day, every couple of days, maybe even twice a day.
Before the First Email
When a person gives you their email in exchange for your free offer, there is no need to wait to sell them something. The autoresponder should IMMEDIATELY send them to an upsell. It can be anything so long as it is related and costs money. Some people will say it should be a soft offer that only costs $1 or so. Others say hit them right away with your flagship offer, even if its $7000. If they don’t bite on the main offer then you can downsell or cross sell. The point is, you have their interest RIGHT NOW – don’t waste it!
Email 1. Confirmation
The first email to your new contact should be queued up in your autoresponder to be sent immediately. The purpose of this email is to welcome and acknowledge your new lead.
This email should be used to request they take one more step to receive what you have promised to deliver by clicking a link to confirm they want to be your subscriber. For customers that are not familiar with the double opt-in procedure it is a good idea to inform them ahead of time what they need to do with the first email, PLUS include very clear instructions in their first followup email.
When they click the confirmation link in the initial email they should then be automatically sent the next email with the link to a web page where they can access what they signed up for. If they have also made a purchase then your autoresponder should have a separate email containing a thank you and a receipt.
Email 2. Encourage Their Consumption
Remind your new prospect of who you are and why they are on your list. Ask them what they think of your report or product so far. Include another link to where they can access their new asset and links to your social sharing networks. Invite involvement from your new contact. You can move them into the direction of making an additional purchase by sending them to a different page that also includes more options to purchase.
Email 3. More Great Stuff
Remind them again who you are and give them the link again to get what they signed up for. Also include another free bonus that will help them further along their path of success.
Include a success story of why taking action by consuming what it is you are sending them will make a positive difference. Invite them to contact you for help or more information.
One way to encourage participation is to tell them about something life-changing they will find on [page 14] of the report.
To enhance their open rates, tell them to watch for a special gift in tomorrow’s emails. Maybe encourage opening the email by letting them know it is a time sensitive offer.
Email 4. More Success
Tell them another success story. Introduce your core product as the hero in the story. Give them free tips how they can get the most out of what they already have gotten from you in the first three emails. Refer to the materials using specifics like “on page 4 of the report you will see how you can…”
Make them feel special and reward them for taking action. “Very few people will follow through, but you are an action taker and because of that I want to give you this.” Make this one more step in your buying funnel.
Maybe tell them about a new exclusive product that won’t be released to market for a few months. The price will be $xxxx but if they are interested in becoming Beta Testers – they can have it for half the price.
Keep being helpful, informative, and likeable so they will stay on your list. Keep pushing them along your buying funnel.
Email 5. More Information
Begin to really focus on selling your core product. They have already been introduced to it now begin to tell them all the benefits of having it.
Relate to the benefits they have already gotten from you so far.
Explain how your core product will do so much more. Send them to a video that will tell them more about it. See how interested they are by offering another sign up form for video training on your core product.
Email 6. And beyond
Emails sequences are written to encourage a particular action. If you have more than one product then begin a new sales sequence for a different product. Depending on your market you can repeat the same offer again in 6 weeks.
Send them notices when you publish on your blog or even send helpful and useful information from other peoples websites.
If you still aren’t getting much out of them try encouraging participation by sending a short survey. Ask questions designed to help you to find out what their interests are and why they haven’t made a purchase yet.
Follow Up Email Marketing Tips
i. Make sure you have a reliable autoresponder service. You need to only write your email sequences once and then put them in the automatic follow up series.
ii. Segregate your lists. You want to ensure that the people who don’t respond to your emails are put on a separate list than your active subscribers and buyers. They need to be treated and spoken to differently.
iii. Make sure your messages and call-to-actions are clear.
iv. If they aren’t responding; test and track different headlines, calls-to-action, and body messages. Track where you are losing them.
More on Separating your lists
Group them into buyers and non-buyers. Under that group, separate again into openers and non-openers. Under each of these separate into clickers and non-clickers.
You’ll be amazed to learn what headlines might work for some and not for others. Keep inventing new ways to make sure your people are happy to remain on your list.
Although most people will make their purchase within a short time from when they signed up for your list, people will also buy from you 1 – 2 years down the road.