How to create an effective email marketing follow-up sequence
Once you’ve managed to get the signup, your struggle is only partially won. Even though they’ve now given you permission to email them begs the question, what do I do now?! You develop an email follow-up series, that’s what! And naturally, there is something of an art to this also.
It’s not just a matter of dashing off an email every few days, usually loaded with affiliate links. This can work to some degree short term, but you’ll soon realize that this type of valueless approach triggers mass unsubscribes and has you constantly working to replenish lost names. Why not work instead to not only keep the subscribers you receive, but nurture and shower them with value. This is the way you establish a long term business with email. Let’s look at several ways to ensure that happens!
Choose your goals – Knowing the exact result you wish to have is vital to your success in email. Whether you’re looking to generate sales, create long-term connections, create a buzz about an event or your company, or other aims, knowing this going in gives you a huge leg up when crafting your autoresponder series.
Find your best strategy – This will differ from business to business, and it demands some thought. Factors that play into this directly include things like trust and authority, being front of mind in your market, and being personable, likeable, fun or all of the above. Nobody likes boring!
Map out your email sequence – Do this on a spreadsheet, delineating each mailing in the sequence, along with what its purpose is. This is where you’ll decide how long the sequence will be, and there are no hard and fast rules for this. Whether it ends up being 12 or 200, it’s up to you and your business needs.
Writing the actual emails – Once you have determined purpose and number of emails in the sequence, it’s time for you to write them. If you are crafting them yourself, spend some time and get into the psychology of selling with email, and you’ll be rewarded! If you’re hiring a writer, make sure they know this also.
Employ tracking and testing – Any email service provider worth their salt is going to have extensive tracking statistics available for you. Make use of these to tweak your emails as needed to further improve your results.