The tech, the writing, the set-up, the doubts…everything about email sequences is not just scary but mysterious.
Are they really as fantastic as some tout them to be?
Maybe you’re green to email sequences and the thought of putting one together scares you to bits. Or…
Maybe you already have a sequence written but your emails resemble a mess of ill-fit clothes.
You wonder what you’re doing wrong when everyone is screaming from the roofs about the results they’ve received.
Let’s clarify what exactly an email sequence is so that we’re all on the same page:
An email sequence is a series of emails that are sent on auto based on a frequency and order which you pre-determine. They are not broadcast emails that are sent to your entire list or to segments of your list.
Email Sequences have a multitude of benefits:
- They make it easy to inch your subscriber forward with your content
- They help you pitch and sell your product at the end of the sequence. Sales on auto every single day or while you sleep? This is where it happens.
- Allows you to establish a relationship with your subscriber and build trust
- Lets you highlight your best content on your own terms and in the order you want
The biggest myth I hear about sequences is that you need 7 emails in a sequence for it to ‘work’.
But does the 7 email formula work for every niche, product, and program?
Of course not!
You can’t box every goal and declare that it requires just 7 emails to convince your subscriber to take that action you want them to take.
For instance, you have a $19 ebook which is pitched through Sequence A vs a $750-3 month coaching program which is pitched through Sequence B.
Would it take the same number of 7 emails to get a subscriber to take action on Sequence A and B?
The more expensive and complicated the product, the more time they need to think and decide.
So instead of asking yourself how many emails you need…ask yourself what’s the goal of your sequence. Because there isn’t an easy answer to how many emails should go in a sequence.Instead of asking how many emails you need in a sequence, ask yourself what's the goal of your sequenceClick To Tweet
In this post, I’ll walk you through the important considerations and the quick steps that will get you started with your own email sequence.
Before we head into the specific steps, if you’re looking for a cheat sheet to write your email sequence, you’ll love this download.
#1 State the goal of your sequence
What is your end point?
- Are you going to ask for a sale?
- Are you looking to turn them into a client?
- Do you want them to join your mastermind?
Be very clear about what this is. A sequence without an end goal can end up being painful because your subscribers don’t know what to take away from each email and where and what exactly you’re inching them towards.
A sequence without an end goal can end up being painful because your subscribers don’t know what to take away from each email and where and what exactly you’re inching them towards.An email sequence without an end goal is painful because your subscribers are as lost as you areClick To Tweet
And believe me, it does show when your end point isn’t clear.
Now, your end point doesn’t necessarily have to be a product or service pitch. It could also be an invitation to join your community or to establish your authority expertise and build trust.
# 2 Plan how many emails you’re going to have in your series
Each email has to inch your subscriber forward towards that goal.
You need to ask yourself if you have reason to believe that your subscriber is ready to take action on that end goal that you’ve set at the very end.Each email in a sequence has to inch your subscriber forward towards an end goal Click To Tweet
And the onus is on you to ensure that they have all the resources they need to make an informed decision.
Half the battle is over once you have Steps 1 and 2 out of the way.
#3 Write your sequence emails
Before you go into writing your emails, here’s are some pieces that you need to curate:
- The pain points of your subscribers
- The exact words they are using to describe it
- 2-3 personal experiences (turning points, failures, successes) or stories (interaction with others, stories you’ve heard, Facebook interactions) with regards to the topic. Use your experiences and stories to teach, inspire or educate them about a critical point with regards to the topic of your sequence
- Mistakes people have when it comes to the topic. Your own mistakes.
- Why you are the best person to help them with the topic
Email 1 is always a welcome email that introduces the subscriber to you and your brand. A critical piece that goes missing in several welcome emails is –
A critical piece that goes missing in several welcome emails is – why you are the best person to help them with the topic.
So be sure to state this.
For the other emails, weave in the stories, experiences, and mistakes that you’ve curated from your research.
Each email should put forth 1 main point or outline 1 teaching or 1 strategy.
You also want to use tease and intrigue within each of your emails.
Hint at what you’ll be pitching them or where you are leading them to.
Close your emails with a question. Here are some examples of how to do this:
Here are some examples of how to do this:
- Do you know that 90% of what people believe about organic vegetables is wrong? I’ll tell you what that myth is tomorrow and how it’s going to help you cut your expenditure by up to 50%.
- Do you know what’s the number #1 mistake people make when it comes to meal planning? If you’re thinking X, then you’re wrong. I’ll tell you what that mistake is tomorrow and how it’ll make you look at meal planning differently.
- Do you know how long it takes for your body to form a habit? The answer will shock you. Look out for that tomorrow.
#4 Determine the frequency or how far apart each email will be
Like I mentioned in this post, the frequency depends on how content heavy each of your emails are and how many you have planned for your sequence.
I have done 1 email a day for shorter sequences that don’t have an action step for the subscriber. But if you’re running a challenge with exercises for the subscriber to complete or your emails are content heavy, it’s best to space them out.
#5 Setting up the tech
Make sure the first email goes out immediately to your subscriber unless this is a challenge or email course that starts at a predetermined date.
Have an opt-out link to stay on your list but unsubscribe from your sequence. This is relevant especially if you are promoting the sequence to an existing list or audience.
*In-sequence tags in Convertkit
If you have a few sequences going on, create a tag ‘in sequence X’ for those who are going through this new sequence and then set up a trigger that removes the ‘in sequence X’ tag when they complete it.
Then you can go into your other sequences and exclude anyone who has the ‘in sequence X’ tag. What this does is ensure that your subscribers are not bombarded with too many emails and don’t go through more than 1 sequence at the same time.
What this does is ensure that your subscribers are not bombarded with too many emails and don’t go through more than 1 sequence at a time.
#6 Get more people into your sequence
How will your audience find or get into that sequence?
How many pathways into the sequence are there? The more your create, the more subscribers you will have heading towards that end goal which could be a product or service pitch.
But it also has to relevant. Pick blog posts and content pieces that are relevant to the email sequence before linking it up.
Your email sequence should be a natural extension of the content that the reader has just consumed. It shouldn’t feel like a stretch where you’re connecting 2 different topics together.
It shouldn’t feel like a stretch where you’re connecting 2 different topics together.
This is also where you reverse engineer and promote the content pieces that lead to the sequence. The more eyeballs on your content pieces, the more people you have in your sequence.
Once you have a good number of people go through your email sequence, it’s time to analyze and optimize that sequence.
Here’s what to look out for when you analyze your sequence:
- Where in the sequence do people start to drop off? Does this give you insight on how you can move the pitch earlier?
- Which subject lines have lower open rates?
- What calls to action have lower click-through rates?
- How can you duplicate the success of those emails with high opens and click through?
- The welcome email is naturally one that gets high opens. So avoid this email in your analysis. But you can do a comparison between welcome emails from different sequences.
An email sequence is an opportunity to nurture your audience on auto
You present information in a flow that you have complete control over.
You also decide when and what they should see first.
Once you get over the fear and hesitation to get your first sequence running, follow through on these steps and the cheatsheet to have your sequence written.
What do you plan on having as your first email sequence and what issues are you facing?