4 Easy Steps in Creating a Successful Email Marketing Follow-up Sequence
Most of us may think that creating an email marketing follow up sequence is a tough job, and indeed it is. You have so many things to consider such as the number of emails per sequence you’ll send, what goes in each email, how you can make your customers and subscribers buy from your brand and many more. But does that mean that you’d have to give up on your sequence and settle for an ‘okay’ one when you can create an excellent one? No.
What is a Follow-up Sequence Anyway?
These are sets of emails that you send to your subscribers after they opted to subscribe from your updates and newsletters. With the help of a Marketing Automation Software such as Infusionsoft by Keap, sending a follow-up sequence would be a lot easier. Usually, a follow-up sequence is composed of 5 – 6 emails per sequence which will be delivered to your subscribers over the course of days or weeks.
The follow-up sequence is where you and your prospective customer (your subscriber) gets to know each other. On your part, this is where you establish your relationship and build their trust for your brand. It’s where you introduce the services you offer and the products you sell to them, however, you have to be careful not to get too excited with selling your product.
Bonus Tip: The first few days are the most crucial part of the sequence because people will pay more attention to the emails you send. This also means that these people want to get whatever they can from you. This is the reason why you have to make sure that you’re able to gain your customer’s trust during the first few days.
How To Make an Excellent Follow-Up Sequence?
Start from the Scratch
Losing a subscriber in the first few days is a missed opportunity, which is why, if you have created an automated follow-up sequence before, but have not harvested the sweet fruits of your labour, then you may be doing your follow up sequence, the wrong way.
Don’t make an effort to edit and revise your follow-up sequence because it’s not going to work. So, if you’re thinking of recycling your stored sequence—don’t. That list will restrict you from doing what you need to do. Remember, that sequence did bear any fruits when it’s supposed to do so. So, as early as today, scrap that sequence, forget about how you did them and start drafting a new one.
Your goal is to create something different. Something that will surely return your investment.
Know Your Target
The contents of your sequence should depend on who you’re sending it to. If you’re thinking of creating one-size-fits-all business follow-up sequence for all your subscribers, then you’re targeting no one. Today, people prefer personalised emails. They want to receive emails from real people who can understand what they’re going through, and sending one-size-fits-all email isn’t going to gain their trust.
Instead of preparing only 1 email sequence, try creating 2 email sequences, one for your prospective customers and one for your customers. Customers who bought from you, already know what you’re offering and your goal for these people is to Upsell. You want them to continue buying from you and not just stop communicating with you after their first purchase. Remember, these people are your prospective customers, and may share about your brand to their friends and family who had the same problems with them before they knew about you.
For prospective customers, on the other hand, your goal for them is to be able to make their first purchase. You have to establish trust with them. And sending them the same sequence with your customers will not give you any sales. During this stage, you have to make sure that you gain your customer’s trust. Knowing your target gives you more opportunities to personalise your sequence according to the need of your targets.
Develop a Plan
After knowing who your targets really are, it’s time for you to create your plan. If you’re having a tough time coming up with the plan, then go back to your goals. What are your goals for your email marketing follow up sequence? Is it to turn your leads into a customer? Is it to turn your customers into loyal customers? Whatever it is, you have to make sure that by the end your sequence you have accomplished the goal that you want your customers to achieve.
After setting up your goal, develop a plan on how to get your customers to achieve your goal. This part requires in-depth analysation, and this means that you’d have to go back to your customer’s data. What are they looking for? How can you convince them that you can give them what they’re looking for?
It’s easy to lose track of your initial goal during this process so make sure to remind yourself of your initial goal.
Execute and Keep Track of the Results
After carefully creating your plan, it’s time that you execute your plan. But because not every plan are perfect, you have to keep track of the results yielded by your follow up sequence Make sure you take note of every change that happens. Which emails from your sequence get the most engagements? Which one has the most click-through rate? Which of your emails got the worst open rate?
Keep track of the metrics such as the open rate, click-through rate and other rates. Because these can help you improve your email sequences in the future. From your observation, you can then implement changes in your email sequence to make it more effective.
The key for creating a successful email sequence is to keep track of your goal, planning out how you can achieve your goal, execute your plan, and take note of the results. Most importantly, don’t forget about your customer and your prospective customers. Find out what they need and want then make sure you are able to give it to them.