I am not going to sugar coat it, you are in business to make money. You might love what you do, but you still have bills to pay and mouths to feed. So, you need your business to make a decent amount of sales. That is where the email sales sequence comes in. It is a great way of turning over a constant stream of sales, launching a new product, or reawakening interstate in an old one.
Let’s look more into the email sales sequence and how it can work in your business.
Email Sales Sequence 101
When Should I Send One?
There is no one specific time to send a sales sequence to guarantee success. But here are some options that you can utilise…
Welcome Soft Sell: When people first join your list on the back of a freebie or as part of a giveaway you should first introduce your business and what you do with a Welcome Sequence. The main purpose of that email series is to familiarise your subscriber with your business. But you can also weave a soft selling opportunity in. Try using a product or service with a low price point to entice them without too much of a commitment.
Product Launch: If you have a new product that you are launching, whip up a frenzy of interest with some pre-launch emails. Then, create FOMO with some persuasive, time-bound email offers to buy.
Product Highlight: Sometimes you might want to focus on a certain product or service. This could be your most popular product, a seasonal offer, or something that you want to reawaken. An email sales sequence can be a great way to rebuild interest and encourage sales.
Evergreen Funnel: You may choose to set up a funnel that operates all the time passively generating sales for your business. This is an automated series of emails that constantly operates all year around. These typically work well for entry level products that give clients a chance to sample your offerings before diving into a Rolls Royce offer.
How Many Emails Should It Contain?
The question of how many emails to include in your series will depend on your objective and the price point of the item for sale. If it is a low price point then you may choose to send three emails. But something with a higher price or more of a commitment might call for five or seven emails.
How Should I Position My Offer?
Your sales sequence should lead your readers on a journey of introduction, discovery, information and desire to buy. Don’t jump in with your offer right off the bat. You wouldn’t walk up to someone at a networking event and start selling your product before saying hi. The same etiquette applies with a sales sequence.
As I said, the number of emails will depend on the type of offer you are positioning. But you will want to spend the first 1-2 introducing your product in an interesting way and offering value to your readers. Then drop your offer in, describing the benefits to your readers.
Don’t stop there! Even people who are genuinely interested might not buy on the first offer if they are distracted, busy, or cash strapped. So give them another couple of changes to buy with some gentle well worded reminders.
Why A Sequence?
We have previously recognised that email is a very effective method for marketing your goods. You guarantee that your subscribers receive your message and they are used to you regularly providing them with valuable free content through your newsletter.
So if your free content is that good, surely your paid content is going to be next level right? Your sales sequence can follow the same pattern as your regular email communication – friendly, relatable content that is going to offer great value… even if they have to pay for it.
But it can be hard to craft the kind of emails that your clients really want to read. If you need some tips on writing persuasive content that really sells, then grab my 10 best tips below.