Episode 96: The Basic Email Sequence You MUST Have

This episode is all about setting up the basic email sequence that you MUST have.

Email sequences can be overwhelming for people and I find with my clients, it’s the number one block that stops them from moving forward their online marketing strategy.  So, we all know and we all hear if you’ve ever read any business book, any online marketing book or listen to Gary Vaynerchuk and the likes of him, you will know that your email list is gold.  It is the core asset of your business.  We want to use that email list because it is the way that you can connect with your audience consistently. It’s a way that you can present them with offers and it’s something that you physically own and nothing can change that at the moment. 

If we talk about Facebook platforms, I know a lot of people spend money building up their platform on Facebook. 

However, Facebook changes its algorithm all of the time and you have no control because you don’t own that platform. 

Whereas with your email list, you have full access to those people constantly.  So, that’s why building an email list is so important and today I’m talking about the number one email sequence that you really must have set up.

There are many reasons why you would also set up an email sequence.  You could set one up with I’m going to be talking about today, is your welcome sequence, and that’s going to welcome new people who have maybe stumbled across your Facebook stuff or Instagram or any other social media platform. This welcome sequence will actually tell them a little bit about who you are and what you’re about. 

You could have another to introduce them to a new product or service that you might have, that’s going to work for your existing people.  You can also keep people up to date with what’s happening, when you have your regular emails.  And it also helps to move them through your product or service that they’ve just bought, so you can have another sequence ready to go to move them through from once they’ve just bought.

This basic email sequence that I’m going to talk about today is your welcome sequence and it’s the one at the very beginning. 

Now, when you start thinking about your welcome sequence, I really want you to identify the goal of your sequence: have you got a product or service ready to go?  What one is it?  What’s the customer’s journey into that purchase? 

I always like to work from the finish line all the way back and kind of work backwards. What is that end goal?  What do you actually want them to do at the end of your kind of customer journey, because that welcome sequence is part of your customer journey or your sales funnel, which is what I always am talking about, OK?

Once they get what’s their end goal, do you want them to book a call with you?  Do you want them to actually make the purchase through the email sequence?  Perhaps you send them to a sales page.  What’s the end goal of this?  OK?  For me, for example, I always want to get people on the phone, that’s what I like to do is to talk to people.  My whole welcome email sequence is actually designed to get people to book a call with me.  I’m not trying to sell them anything during my email sequence; that’s not what I’m trying to do, but you can if that’s what you want to do, if you want to send people to a sales page: awesome.  Do that and that’s your end goal, OK?  And then we’re going to work backwards.

If we want to get them to there, what is that product or service about? We want to be talking them through that process right from the very beginning, without necessarily saying hey, buy my stuff, buy my stuff in the very first few emails; we want to guide them through that process and so the starting point of that welcome sequence. Perhaps they’ve got onto your list because you offered them a free pdf guide or a video training or whatever it is that you offered them.  That would be in that first email that gets sent to them in this sequence. 

Other things that I want you to think about is when you’re writing this email sequence, I want you to make sure that you’re actually keeping your sentences and paragraphs short.  We want to make sure that it’s being read like a conversation, like you’re having a conversation with someone.  I’m going to let you know that the emails that my audience get in my welcome sequence right now, things are always changing, but right now they’re very long.  In fact, my welcome sequence is essentially a beginner’s guide of how to build your own sales funnel: that’s what I talk about.  I’ve got six emails set up and people can go through that and if they took the actions in those emails, they could go and start their own, build their own sales funnel.

What would you be focusing on? 

What’s a little obstacle that people may need to overcome before they would get to the end result that you sell?  What’s the result that you’re selling?  Now, come back and what are some of those obstacles that they might go through?  What I want you to think about is, what’s a little obstacle that you could help people through in your email sequence to kind of give them a bit of a win?  We want them to get a bit of a win; we want to show them exactly that we know what we’re talking about and that if they follow this content, that we can help them overcome this one little obstacle on their way to getting the results that they’re looking for, the results that they came to us for in the first place, OK?  We really want them to achieve a little win in our welcome sequence.

Five top tips about running your welcome sequence. 

#1: I want you to have your goal in mind and how does that fit into your whole marketing strategy, this particular email sequence.

#2: I want you to keep your ideal customer in mind while you’re writing it, so write as though it is a conversation with them, that’s always the best thing.

#3: Always end with a call to action.  Keep it to one call to action per email or maybe two, so don’t ask them to check out this sales page, go and join me on Facebook, join this group, check me out at Instagram, do all these things. No one’s going to do any of that!  They will do one thing.  If you ask them nicely enough they will do one thing, OK, but don’t ask them to do more than that.

#4: Write short sentences and paragraphs; keep it really easy to read.

#5: Give value.  Don’t waste your readers’ time.  That’s when my welcome sequence is a pretty much a guide exactly how to set up your own sales funnel because I want them to be able to do that.  I want them to be able to understand what the whole point of a sales funnel is, because that’s what I’m all about.  That’s what I want them to learn when they come to me.

Every Wednesday I run a full tutorial on my Facebook page through a live video. This is based on the content shared here in the podcast. Be sure to check out my Facebook Page for past Facebook Live tutorials where I go deeper and share useful demonstrations on how to implement this into your business.

Actionable Task: What is the core goal for your welcome sequence? Come and share in our Facebook group.

Join Group: Online Marketing Mastermind

Don’t forget to sign up for my Sales Funnels 101 Training to help you develop your online marketing strategy.

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