Here's the cold, hard truth. Customers will buy from you when they are ready; not when you want to sell to them.
Modern email marketing tools let us nurture customers using Automations. Automations are a series of emails that are sent at specific times to your customer.
All of these emails are written to journey your customer to the point of purchase. And I will share these with you shortly.
Don't emails end up in the spam box?
Before I give you tips on how to create your email sequence, I want to say: it's all right if a customer moves your email to the junk folder. Why?
They still need to read your brand name before they delete your email. It's good branding. One week in the future, your customer will realise that they need your product or service. And they'll see your name in their inbox, open the email and follow the call-to-action.
Keep reading. Now I'm going to teach you how to write your very own e-mail series that will sell to you 24 hours a day, 7 days a week.
What emails should I write?
Donald Miller, the creator of the Marketing Made Simple framework, recommends six different types of emails:
1. Delivery of the Lead Magnet
This email should be short and simple. I have had great success using a subject line like this: "Re: [Your Lead Magnet name]."
Use one or two sentences to paint a picture of success. Then include a photo of the eBook or the Lead Magnet. And finish with a call-to-action button.
If you haven't heard of a Lead Magnet before, check out our Guide here: How to Build a Lead Magnet.
2. Problem & Solution
Clearly state the problem you solve and position your brand as the answer.
3. Share a customer testimonial
Introduce your customer in a sentence or two and then share the testimonial. Rewrite the customer's testimonial if you need to so all the copy flows well. Finish off with a strong call-to-action.
4. Propose a paradigm shift
These emails are powerful. Share a way of thinking that your customer has now, and propose a better way. It is a great way to stand out in the marketplace.
5. Overcome an objection
What is the biggest objection a customer has to do business with you? Is it price? Is it how long you've been in business? Whatever it may be, tackle this in an email to help get them over this hurdle.
6: Ask for the sale
Now that a lead has reached the end of your sequence, it's time to ask for the sale. Reiterate the problem you solve, how life can be better, give them a plan to do business with you, and finish with a strong call-to-action.
You now know that emails you need to send. The next question I get asked is "which email software should I use?"
Which email marketing platform should you use?
There are lots of choices out there. But which one will be perfect for me?
Mailchimp is the most well-known email marketing software
You can start using it for free to send out email blasts to a small audience. But if you want to build Automations, you're going to need their standard plan.
If you get stuck, there are plenty of support articles online to help you get started. Do watch out! It does have some quirks, especially when you're dealing with more than one Lead Magnet.
When you start making some money, I'd recommend a better marketing automation tool.
ActiveCampaign excels at email automations
ActiveCampaign is a great option for businesses that want to focus heavily on email marketing. It has a great range of templates. It's very affordable too.
There are plenty of integrations out-of-the-box. If you use Bigcommerce, Shopify or Magento, it will sync all your data into ActiveCampaign.
But my favourite choice has to be Autopilot.
Autopilot is the best tool to automate the entire sales process
Autopilot takes all of the marketing software you already use and helps them talk together. Build journeys using tools like Hubspot, Trello, Pipedrive, Typeform and Slack.
You can even use Mailchimp or Hubspot to send emails, but why would you when it has it all built-in.
It also connects with your Facebook and Google Ads so that you can remarket to your customers easily.
Is Hubspot worth it?
For most New Zealand companies, it's not. It's that plain and simple. We're just not big enough, and it's quite expensive for what it is. So I won't cover it in here.
Now, let's talk about how you can write your email copy.
How to write compelling email copy
Litmus found that 46% of all emails are opened on mobile phones. Your mobile is one of your most personal devices. Keep your email copy friendly and free of formal language.
Don't make your emails super long
People are busy, and they won't read your whole email. Keep them short and punchy for the best chances of success.
Emails sent by a real person get opened
It's best to send emails to your mailing list using your name and your email address. I wouldn't get caught up choosing a fancy template. Just use a plain text email (perhaps with one or two images) and try to recreate your email signature for the best open rates.
Finish your emails with a P.S
Since people scan emails and they love offers, including a P.S. is a great way to get your offers seen. It's a little out of the ordinary, so it's often one of the most seen sentences in an email.
Give your emails a catchy title
You don't have to go full-on tabloid and clickbait. But you want to keep your title catchy and in between 30-50 characters. Another great way to increase open rates is to use your customer's name in the subject line.
So, what now?
Create your email sequence using this guide and launch it to the world. Next, review your stats inside your email marketing software and tweak your copy and subject lines.
The goal is to continually increase your open rates and see your sales dramatically increase.
Now many of you will be working in your business and won't have the time to work on your email nurture campaign. That's okay. I am here to help!
Book a call with me today, and I will build your email marketing sequence without sucking up all your time. Let's grow your business together.