Everyone tells you to set up an autoresponder series to build relationships with your email subscribers and close more sales.
But when you actually sit down to write that series, it can all be a bit puzzling. You end up staring at a blank screen and trying to figure out what all to include in your initial sequence.
Until now! ‘Serious About Six Figures’ to the rescue. 🙂
That’s because inside this article you’ll discover the five crucial email marketing messages that you should include in every autoresponder sequence you set up.
Take a look…
The Welcome Email
Obviously, this is the first email you send out to your new subscribers. This email should include a delivery link for any lead magnet product you’ve promised your new subscriber (where applicable) and a general welcome to the list.
No welcome email = subscriber not feeling very welcome!
So, that’s a given. But, that alone isn’t really what you’re after.
That’s kind of like dropping a hot dog on the ground and picking it up within the “5-second” rule and then eating it.
There’s nothing really wrong with the hot dog, but it’s not quite what it should be either.
See what I mean?
There are other things you want to accomplish in this “welcome” email. Let me suggest two of them..
1. Set expectations about the email list they joined. Let people know how often they’ll get email, what to expect in those emails, and why they should read them. You’ll get a better open rate if you set these expectations upfront.
2. Build anticipation. You want to get people excited about the upcoming emails, so tell them the benefits of reading each email and build anticipation for future mailings. The more they look forward to reading your emails … wait for it … the more they will actually read your emails!
E.G., “Next time you’ll find out a clever way that I doubled my conversion rate, so keep your eye on your inbox!”
The “Checking In” Email
You probably sent a lead magnet in your first email. In your second email you can “check in” to see if prospects have used the product and what sort of benefits they’ve been enjoying.
You can also encourage those who haven’t yet used the product to do so as soon as possible. Be sure to remind them of the benefits of using the product.
For example, “This exciting weight loss report is changing the way people diet. No more hunger pains, no more feeling irritable: just fast, effective fat loss. Find out what’s got everyone so excited by reading it today!”
One thing that I really like to do in the “checking in” email to encourage consumption is to point to some specific revelation in the lead magnet that was downloaded that is especially enticing.
For example: “Be sure to try the ‘shortcut’ I mentioned on page 5 and let me know what happens for you. You should be able to get your blog post written in 10 minutes or less. Time it and let me know the result by hitting REPLY.”
Not only does this encourage consumption (What is the shortcut? What happens when I try it? Can I really write a blog post in 10 minutes? I’ve got to check it out.), but it also gets the reader to take action and interact with me.
These are all steps in the right direction. Steps that lead to an order. Which is, after all, why we’re in business. Provide a benefit to others and earn money. It’s that simple.
The Story Email
In order to build a relationship with your subscribers (as well as sell something to them), you need to connect with them on an emotional level. One good way to do this is by telling a story. Not only does a good story help evoke emotion, but it also makes your content more memorable.
So what kind of story should you tell?
There are two kinds of stories that need to be included overtime…
- Personal Story. Start with your story. Let the subscriber get to know you on as personal a level as you feel comfortable. The more the subscriber connects with you, the more they “know, like and trust” you. That’s who we do business with. People we know. People we like. People we trust. So, tell your story. That will include both your experience as it relates to the product you are trying to sell (IE Your “success” story) as well as details from your life that would endear you to the reader.
- Average Person Story. One of the best types of stories is one about a person who’s just like your average subscriber. You can talk about this person’s problem and how they overcame it. For example, if you have a weight loss newsletter, then tell a story about a person who overcame the odds to finally lose the weight and keep it off. (Naturally, you’ll also include a link to the product that helped create this success.)
Here’s a great idea: tell your stories in pieces. Start a story in one email and end it as a cliffhanger to build suspense and keep the subscriber anxious to read your next message. Share the “big reveal” in a follow-up email. Anticipation!
The Social Proof Email
One of the reasons you’ve started building an email list is so that you can sell products and services, right? But, the problem is, your subscribers really don’t believe your claims. They’ve heard them all before. They figure you’re biased anyway.
That’s where the social proof email comes in.
This is a smooth way to handle the objection, “This product won’t work for me.”
Simply send out an email with your top three or four testimonials enclosed. Alternatively, you might offer a case study. Whatever form of proof you choose, just be sure it clearly proves your claims and handles the “it won’t work” objection.
Think about other objections that your customers give that can be handled through a case study or testimonial…
- The price point is too high.
- I don’t have enough experience.
- This is just rehashed content.
- It sounds too good to be true.
- I probably need to buy more stuff.
- I don’t think I’m ready yet.
- It sounds like it will take too much time.
Use your follow-ups to handle these objections through your social proof emails. (Hint: you can handle these objections through other types of emails too!)
The Call to Action Email
Throughout your series of emails, you’ve been building value for a product by showcasing its benefits. Now in this email, the whole point is to call people to take some specific action.
Better yet, give them a good reason to do so now, such as by presenting a limited time offer such as a discount or bonus.
For example: “Click here to order now, and you’ll get the video upgrade for FREE. But hurry, this offer ends Thursday. Get yours now so you don’t kick yourself later!”
I won’t spend a lot of time on this type of email because I have an article written that shares 5 Killer Call To Action Commands That Get Amazing Results. Click Here to read it too.
So there you have it: the five email marketing messages every marketer should include in their autoresponder series. If you install these five emails in your series, you’re sure to see better relationships with your subscribers, a better open rate and more sales.
But don’t take my word for it. Try it for yourself and see. Add these emails to your series today and see if you don’t start getting better results!
Of course, there is a way to use follow-up emails that works well to produce results and there is a way that doesn’t work.
It’s all about two things:
How you set up the sequence and what you include in the sequence.
Let me help you with both. Included within the ‘Serious About Six Figures’, training program is a variety of training sessions explaining how you can get the highest possible returns from your email list.
My favorites are:
- The Freemium Follow-Up Formula
- Creating Content That Converts Prospects Into Paying Customers
What you will learn in these two modules is exactly how to set up your autoresponder sequence (when to send out each follow-up email) and what to include in the sequence (specific ideas for each follow-up email).
The methods I use incredibly effectively every day (and almost no one is doing it). Let me give you a “behind-the-scenes” look at what I’m doing to get sales with my list … and also give you ideas on what it can look like in your specific business.
And that’s just the beginning!
Click Here to get all the details on the ‘Serious About Six Figures’ training program.