The easy-as-pie email sequence.
Today we’re going to talk about writing a really simple email sequence.
But first let’s backtrack slightly.
Ideally you’ll have a something on your website that allows people to give you their email address, in exchange for something of value to them.
It might be a downloadable PDF, a newsletter sign up, free webinar…
This means if they’re on your website, but not ready to do business with you, they have the option to get your freebie. And you have their email address to can carry on the communication.
Win/win.
Ok, now we’ve cleared up the prelude, let’s talk about what you should be emailing them.
I’m going to share what I would put in a really simple, 3 email sequence. Because, life is hard enough, let’s keep this easy.
Email 1:
When to send? Immediately after they’ve clicked to get the freebie
This will contain a link to the freebie. But let’s not leave it there, we’re smarter than that.
The recipient has just received something from you that they really wanted, so they are in a heightened emotional state and a reciprocal mood - psychologically it’s a good time to ask them to do something for you...like answer an email.
(Incidentally, that’s why you’ll often get asked to leave a product review straight after delivery, or right after check out).
Use this first email to ask them a question - get the conversation going. I like to ask
What’s going on in your business that made you need {{INSERT FREEBIE TOPIC HERE}}?
If they respond. Job done. You’re talking to a potential customer - go you!
No response? Let’s continue.
Email 2:
When to send? 24-48 hours later.
At the moment you still only know one thing about them; that they wanted your freebie. So let’s start there again.
Ask them if they’ve used it - how was it? Was it useful? Do they have any feedback?
Now, let’s move the conversation on.
What’s the biggest objection or barrier that might be in their head about what you do? There was a reason why they didn’t do business with you when they were first on your website.
Let’s talk about that.
Example: For my business...people might think do I really need to pay for a copywriter when, technically I can write myself?
So I might meet their hesitation by talking about the difference between words and copy. What is copy? Why copy is so critical to growing their business?
And I’d definitely include some proof. This could be a client testimonial from someone who compared the website content they had written themselves, with copy written by a *cough* professional and saw their conversions soar.
Make sure you include a call to action. What do you want them to do next? Make this a minimal viable commitment. This isn’t about purchasing your big programm or package. This is about the small first step. The discovery call.
The email should also include links to other touchpoints. A blog they might like? A follow on Instagram. Get them in engaging in your content in other places.
Email 3:
When to send? 3-4 days later.
So by now they know who you are and how you might solve their problem. So in this email we talk about the wins.
But we’re not talking about the big transformation your service offers here. We’re talking advantages they will gain immediately. The small wins.
People find it easier to emotionally connect something that’ll happen 90 days or less into the future, so think about what immediate wins they might get from booking a discovery call with you.
Could be the satisfied feeling of crossing it off the to-do list?
Could be the pride in telling their pattern at dinner that they made the first step towards sorting out the life insurance they’ve been talking about for weeks?
Could it be a peaceful night’s sleep tonight knowing you’ve made some progress in solving a health problem that’s been playing on their mind?
Note that we tie each win to an emotion. This is key. Talk about how they will feel when they experience the win, not just the win itself.
So that’s it; the simple as 1, 2, 3.
Ask a question
Overcome an objection. Use proof
Make them feel a small win.
Did you enjoy that? Let me know by sliding into my DM’s here
If you’re up for it, Here are some ways we can work together (it’ll be so much fun!)
😍 Let me write high-converting, psychology-backed words for your website. Book a time to chat
😍 Let me write your launch copy, from ad to sales page to email sequence. Book a time to chat
😍 Come to my FREE Copy Clinic and I'll help you get unstuck with your words. Find out more
