The Power Of Email Marketing
The Power Of An Email Follow Up Series
The web pages that make up your sales or opt-in funnel are only the beginning. Your email marketing is an effective and necessary part of your automated online business success!
To truly encourage sales, you need to stay in contact with your readers. The easiest way to do that is through your email manager or autoresponder, by sending periodic emails with nurturing content and various related offers.
Email marketing is one of the most powerful forms of marketing online. You won’t find any successful online businesses that are not using email marketing.
Email marketing consistently has the highest ROI when compared with other forms of marketing. There are number of ways to use email marketing.
The follow up series is both simple and powerful and will do the work of automating your selling for years to come.
Let’s take a look at a typical follow-up sequence for a free opt-in series.
In this case, your reader has opted in to attend a free webinar that promotes a high-ticket training program. In the days that follow, you’ll want to stay in contact with a follow up email sequence that automatically sends email at specific intervals.
Email 1: This is going to be the first email that goes out after they confirm. It should give the reader access to your free webinar, so that can be a link to the replay, or instructions to join you for the live event. You will likely also want to include a couple of reminder emails if the event is live.
Email 2: This is the replay email for a live event, or the first follow-up if the original was a replay. In this email, it’s a good idea to offer few bullet points of what they learned, encouragement to watch the replay (if you can legitimately say it’s only available for the next XX days, even better), plus an offer to purchase the training program.
Email 3: A few days later, you’ll want to follow-up again. This time, consider including a case study of someone who used your training program. When combined with a great offer, reading about the results someone else achieved can be a powerful motivator.
Email 4: Use this follow-up message to remind readers that the replay is going away (if it is), and also to answer any objections.
For example, you might list some FAQs or even questions you’ve received about who the program is for, or a specific benefit they will receive in your training that will help them achieve their goal. Be sure to remind them about the offer.
Email 5: This is your final reminder that the offer is going away soon. At this point, you may want to encourage the reader to email you with questions (if you have the systems in place to manage a lot of email, that is).
Email 6: and beyond: If your reader reaches this point without buying, then it may be that your product is just not right for them at this time.
From this point forward, you should continue to stay in contact by offering great information, case studies, tips and other interesting content, but also to offer other products that might be of interest.
One important thing to remember about this follow up email sequence: if your reader buys your program at any point, you must remove them from this sequence. It will make no sense for them to get email #5 with that final offer reminder if they purchased your program after email #3.
Most autoresponder services, such as Aweber, have automation built in that allows you to move subscribers from one list to another based on their actions, so be sure to set that up as you’re building your funnel emails.
This kind of hands off approach to email marketing is what will help you build a truly passive sales funnel, so look for opportunities to use this system as you build your business.
Once your first follow up sequence is built and in place working for you, creating a nurturing sequence to send your readers to after they buy or finish the follow up series is a great next step in growing you relationship with your reader.
This creates a sense of trust so that when you make your next offer your reader is even more open to buy from you because of the great free content they have received since they first opted in.
From time to time you can also bring back an offer for your original product. Particularly after sending out nurturing content that lays the ground-work of how your training can move the reader toward their goal.
In the information age in which we live, using great content to market and giving excellent free information is an important and necessary part of your successful online business! Using your autoresponder and automated email sequences to move from nurturing to follow up selling email sequences is both hands off and very effective!