I can’t tell you how often clients tell me that they hate signing up for something and then getting bombarded with emails they never asked for.
They tell me that they immediately unsubscribe and definitely don’t want to build a business where they’re potentially turning off their ideal client with a million email messages.
Does that sound familiar?
I completely get it. And that’s why I never push back. I am not someone who believes that you have to send a thousand emails to sell. Just like you, I don’t want to get a thousand emails I won’t read, that makes zero sense and the reality is that most people mistakenly begin pushing their products or services on someone they barely know! Yikes.
What I do emphasize, is that email automation series can work when they are designed to do one thing–connect with your audience.
Now, if you’ve gotten to this point and are still wondering what an email automation series is–well, it’s a group of emails you get after you sign up for something you’ve found on the internet that seemed of interest, whether that’s a check-list, worksheet, free e-book or webinar. They’re designed to warm you up and nurture trust between you and the company so that ultimately – you guessed it – you’ll buy from them.
The reason most email automation series fail is that they push too fast. It’s like going out on a first date and someone asks you to marry them — whoa, hey, slow down buddy!
Effective email series can work to help you grow your business — so even if you’ve been turned off by them in your personal life, don’t run away from them, They’re an invaluable tool you’ll want to master.
So, what goes into a good introductory email series? Well, there are a few components that will make your email series attract instead of repel:
The Welcome Email
The first email you send is called the Welcome Email. You’ll want to tell them about what they downloaded, how it’s going to help them and – above all else, how often they can expect to hear from you. This is key as expectations set the stage. If you let them know you will be reaching out a few times over the next couple weeks, they won’t get annoyed or overwhelmed, as they’ve been expecting to hear from you.
Share Success Stories
Letting your tribe know how you’ve helped others with problems just like theirs, builds trust. They want to hear stories about situations just like theirs. When your customers can see the results, they will want you to guide them to find their personal success. Building trust is a huge part of getting potential customers to work with you, so share the success stories that they can relate to and develop a deeper connection with your brand.
When we are face to face (or over the phone) with a new client, one of the first questions we ask is “how can I help you?” Yet, when it comes to our email series, we start off pushing instead of precisely asking them how we can be of service.
If you have more than one area that your business works on or more than one ideal client, ask them to check a box and start sharing with them, the ways you can help them solve a problem. If they can self-select and put themselves directly into a category where you can solve a problem — it helps because you can start selling your solutions sooner and getting them to where they want to go.
Offer Free Gifts
Just like you would when someone comes into your home, offer them something that will make them feel at home. When someone comes over, we offer water, snacks, etc. Think of treating your customers the same way. What is it that they want or need and then give it to them.
Your free gifts can be something you can create easily, but still holds a lot of value with your customers. They should get a taste of what it might be like to work with you. Don’t be afraid to give away good material because when they see the value in what you have to offer, it will make them more likely to buy from you.
I can’t say this enough – headlines are almost the most important part of your email series. Spend over 50% of your time crafting a killer headline so that your email gets opened up in the first place — it’s well worth your time. After all, what good is sending them emails if they go straight to the trash.
You need to make sure that you have a headline that hooks. We recommend using curiosity headlines or benefit headlines. Curiosity headlines drive their curiosity and leaves them wanting more. Benefit headlines describe the successes that come from using the product. In both cases the reader will want to know more and will be more likely to open your email.
Although it might be tempting to tell them all about your goods and services — wait. Selling happens later. The introductory nurture / welcome series is there to have people get to know you and trust you.
Offer them time with you or some next step so that they can get interested. By giving them a little more without selling they will see that the tools you have are useful and needed. This will increase the trust they have for you, which will help you close the sale when the time is right.
People come in with a ton of objections to your business (some that are even made up in their head without any basis in fact). It costs too much. It won’t work. I don’t have time. The list goes on
Let people know that you truly understand their objections and keep talking to them. Help them overcome those objections by showing them how your products or services truly work. Be honest and tell them how to overcome these objections.
If you think they might be afraid to invest, let them know that others have been in your shoes and explain the kinds of returns they can see for their investment. Instead of pretending objections don’t exist, hitting them head on and assuring our potential customers that we understand them, helps alleviate anxiety.
Your audience will want to know what to do next, it’s just human nature. Make it clear what next steps you want people to take so that they can engage with you. Maybe it’s a live masterclass, a free call – whatever it is let them know. You’ve nurtured them through this automation and have gained their trust–so by the end they should be asking what’s next.
The next step could be another free, yet valuable offer, or, if they’ve come in as a warm lead, it might even be offering your services or products so they can dive in. It all depends on how familiar your audience is with the work you do!
Ultimately, when it comes to the email series, the best practice is to make sure that you don’t overwhelm them with too much information.
By telling them what to expect in the initial email you’ll be able to keep them from becoming overwhelmed. Keep it all simple and then find out their interests as much as you can–write the emails to be short, relevant, and engaging. The more you can segment someone (put them in one category of your business, services or products), the more you can cater to their needs and provide solutions. Offer an easy way for them to filter themselves into the right funnel, like a quiz that results in an automation to cater to their needs.
Remember, this isn’t about being in someone’s inbox, it’s about being someone’s solution.
We understand that crafting the perfect automation can be time consuming and a little overwhelming, but we know that if you follow these steps, you’ll be more likely to attract your audience.
We work with clients to craft email series that work. If you have one or want to talk about what goes into yours, sign up for a free 30-minute consultation – we’ll get you started and heading in the right direction.Schedule a Call