Email Sequences – How They Work and Why!

Email nurturing is a huge part of email marketing. One of the best ways of doing this is by emailing your audience regularly and consistently. 

Email nurturing is when your audience gets to know you and your brand over the course of time by emailing regularly.

You stay top of mind by emailing regularly and providing value about your products and/or services.

What is an email sequence?

An email sequence is when you send a series of emails over the course of a few days, weeks or even months. These emails usually have a similar theme and goal.

Why do email sequences work?

Email sequences work because you’re building a relationship with your readers. They build on each other, making it more likely that your readers will book a call or make a purchase.

How to write an email sequence?

The best way to write an email sequence is to determine what your main goal is.

Once you‘be determined that, you can think about what your readers need to know to take that step.

What stories can you tell that will make them more likely to buy from you? What testimonials can you share?

What makes a good email sequence?

A good email sequence is one that provides value and leads your readers to the conclusion that they need your product or service. The best sequences are the ones that don’t feel like they’re selling to you.

Short and regularly email sequences are best. One of the favourites being the Soap Opera Sequence. 5 emails over the course of 5 days. 

The Soap Opera Sequence

There is a strategy called the Soap Opera Sequence created by Russell Brunson. He outlines it in his book, DOT COM Secrets.

With this strategy, you send out one email a day for five days. Here’s the break down:

Email #1: Set the Stage

Make sure the first email does not come across as boring. You need to connect with your user immediately, so the ideal thing to do first is to introduce yourself. Make yourself sound interesting. What’s unique about what you do? What can you present that will make them want to read more? Maybe there’s a secret you can present that will get them hooked.

If they’ve signed up to your email list with a lead magnet – make sure you include the download link within this email. We’re a huge fan of including an explanation that they will get 1 email for 5 days in a row – but after that, you’ll slow down and email them (once a week, once a month, etc.).

Email #2: High Drama

Now that you’ve got their attention, this is where the selling process begins. After introducing yourself, you can start with a backstory. Is there something you can discuss that maybe changed your business for the better? Maybe any conflict or issues you’ve had in the past. Being authentic and a little vulnerable in this email can really pull at the heart strings and create a personal connection with your reader.

 Email #3: The Epiphany

Now you’re halfway there! You still have their attention and they’re ready to read more. You’ve introduced your product and more importantly, they like you. They find your story interesting and want to learn more about how you’ve accomplished so much and overcame any conflict you’ve been through.

Now it’s time to include an epiphany. Explain something that you realized, which could be a valuable trick you came up with that improved your business. Now users not only understand the value of your product, but they are able to connect with you emotionally.

Email #4: The Hidden Benefits

The reader is now essentially learning how your product works and your ideal customer. But they need to realize if it’s working for them. By using a customer persona, list the ways your product can directly help your leads. From this email, readers begin to realize that your product is what they’ve needed all along. Because of this, make sure to provide a link for them to contact you and make a purchase.

Email #5: The Call to Action

This is the last email in the series, but not the last email they will ever receive from you. By now, readers have learned about your product and have connected with you personally. Now is your chance to include special offers, with a sense of urgency that will drive them to purchase your product immediately.

Now you have built a personal connection with your readers. They’ll be expecting to hear from you again, so be sure to email them weekly (or monthly). But don’t leave them too long. Relationships take consistent communication and engagement!

What email management tools to use for email sequences?

Although there are many different email management tools out there and most have the ability to create email sequences, ActiveCampaign is our favourite.

It’s an affordable option for growing lists and is significantly easier to use.

Do you need more info on how to successfully build your email list? Download our case study on how I grew my email list by 85% in less than three months here.

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