Or An Email Sequence Cheat Sheet That’ll Make You Sound Like A Pro
An email sequence can be crafted to achieve different outcomes for any business. Whether you are trying to build relationships with your audience or drive sales, you need to customise your message to get your desired outcome.
Here’s a 7 step system to creating a sales email sequence that gets results.
Email Sequence #1: The Confirmation Email
As soon as your ‘new best friend’ submits the form to get your most outstanding product sent to them, you want to let them know that you’re taking immediate action.
New prospects get very nervous if they experience silence especially if they have just parted with their hard earned cash.
So you’ll need a “confirmation email” to go out automatically. As mentioned in an earlier post 4 steps to writing an engaging welcome email, this first email must set the tone right for you to start building a relationship with your prospect.
This email should accomplish the following:
- Give them immediate feedback that their request has been successfully completed and registered. There’s nothing more annoying for a customer to sit in limbo land wondering if their transaction was successful and their product is on the way.
- Congratulate them on the wisdom of making the decision to request your Lead Generation Magnet (your free report, pdf, checklist).
- Set expectations as to when the package they requested will arrive. Most are downloads but you may deliver in the next email.
- Provide contact info (recommend using an email address) if they have any questions. This gives the prospect more security if they need to contact you.
- Reinforce and get them excited about what they’ll be receiving. The are receiving the most ‘awesome product in the world’ remember.
Here’s a template for Email #1. You should be able to pull the copy for the benefits/etc from your giveaway.
SUBJECT: Congratulations! Your Complimentary Report Has Arrived [[firstname]].
Dear [[firstname]] (insert field changes according to the email service you use. I’ve been with GetResponse for 15 years)
I know your time is valuable, so I appreciate you taking the time to read this email. My purpose is simple: I wanted to take a second to thank you for requesting [free report/pdf/checklist]:
In this valuable FREE Report you will discover:
- [Benefit]
- [Feature / Benefit]
- [Feature / Benefit]
- [Feature / Benefit]
And so much more! It was a very smart move on your part to take action on getting this valuable information.
Your report/pdf/free checklist will be in your inbox soon/ within the next 24 hours!
If you have any questions, please contact me at NAME@EMAILADDRESS.COM.
Congratulations again…. and keep your eyes on your inbox!
Regards/Sincerely/your favourite sign off
[YOUR NAME & TITLE]
Email Sequence #2: Make Sure They Examine Your Free Report; Present Your Offer
The second email in the series should be sent out AFTER you’ve emailed their report and you think it’s arrived at their inbox. Optimally, this email should go out no more than a couple days after your confirmation.
This email should accomplish the following:
- Reinforce the need to go through the ENTIRE report (it’ll change their life remember) if they haven’t done so already.
- Congratulate them again on being really smart for asking for the info. Make them feel special.
- Lay out the benefits / transformations that happen by reading it.
- Introduce your primary OFFER for your product or service – as described in detail in your sales letter.
- State the benefits /transformations associated with your product / service offer.
- Push urgency to accept the offer – scarcity, time limit, whatever. A 2-week deadline is good to start with.
- Call to Action on the offer (e.g., do this to buy now!)
While this is a sales email sequence you still need to build raport with your new potential customer. Lose the dollar signs from your eyes and show empathy by continuing to address their primary problem by providing a valuable solution
NOTE: The following emails in the series should be sent out to ONLY those who HAVEN’T yet taken you up on your offer. Once someone buys, you take them out of the follow-up email sequence.
SUBJECT: You’ve Got The Info – Now Discover More About [topic of the offer]
Dear [[firstname]]
I know something very important about you.
Because you took that step to request [free report], I know that you’re serious about [your product] – otherwise you’d have been just like so many others who just sat on the sidelines and did nothing. You took action and not only requested this valuable information, you’ve already gone through it! (Now if you haven’t YET gone through it, don’t delay… it’s super important!)
And, in [free report], you discovered:
- [feature / Benefit]
- [feature / Benefit]
- [feature / Benefit]
- [feature / Benefit]
However, you may be thinking that even though this is great, you’re just too [OBJECTION – e.g., Busy, Tired, Overworked, Whatever] to take action on everything revealed.
That’s why [YOUR NAME/COMPANY] created a way for you to quickly and easily get [Big Benefit] that’s GUARANTEED to [Insert Outcome They Want] without [Insert Annoying Problem]!
Imagine – which of these powerful elements could you use to get [Big Benefit]?
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
And a whole lot more as well!
It’s all laid out in detail in the information provided. Plus, because we’re so serious about helping you experience [STATE THE SOLUTION YOU PROVIDE] that were going to make available for a limited time [#] FREE Bonuses Worth [$] if you take action right NOW!
- FREE Bonus Gift #1: [Explain bonus and give value] eg a 15/30 minute Skype call with us $$97/$197 value
- FREE Bonus Gift #2: [Explain bonus and give value] eg a complimentary report $47/$97 value
- FREE Bonus Gift #3: [Explain bonus and give value] eg One hour webinar replay on x – $$197 value
But, we’re not done – we’re so confident that you’ll be absolutely delighted, that we’re including a total [STATE YOUR GUARANTEE] – removing ALL risk to you! Your guarantee would most likely be a 30 day money back guarantee
You may be asking why we’re doing this?
Well, it’s because we want to reward people who take FAST Action – and you’ve already proven you’re in that category by requesting this valuable information kit. That’s why we know you’re serious about solving [CORE PROBLEM] and getting [KEY BENEFIT].
However, you need to act now due to [INSERT SOME KIND OF SCARCITY/DEADLINE REASON]… and then we need to return to standard prices. (AT LEAST DOUBLE BUT UP TO QUADRUPLE THE PRICE)
Again – we’re assuming all the risk. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, CLICK THE LINK] Don’t miss out and do it today!
Regards/Sincerely,
[YOUR NAME & TITLE]
P.S. If you haven’t checked ALL the information provided, make sure to do that first!
Email Sequence #3 – Re-State Your Offer / Stress Your Credibility
Email #3 should go out about 3 days after Email #2 – AND / OR about 10 days before the deadline for the offer expires. (Again, in terms of timing, you don’t want an EXTENDED deadline period – 2 weeks is just about right).
This email should accomplish the following:
- Confirm that by now they’ve read the free report fully.
- Describe why YOU can be trusted to deliver on your promises. Past success stories would help.
- Restate the clear, massive value of your offer.
Again, look in your sales letter for the source content to reuse and leverage here.
SUBJECT: The Best Way to Overcome [PROBLEM]
Dear [[firstname]] (my GetResponse format – may not be yours)
So you’ve almost certainly gone through all the information in the [free report] we recently sent you. It’s a great start – but I’m guessing you need even MORE!
Well – I have some very good news – here at [INSERT COMPANY NAME] we’re 100% focused on solving [DESCRIBE KEY PROBLEM PROSPECT FACES] by [STATE THE BIG PROMISE YOU MAKE WITH YOUR PRODUCT/SERVICE]… and we make that happen by:
- [FEATURE / BENEFIT FROM OFFER]
- [FEATURE / BENEFIT FROM OFFER]
- [FEATURE / BENEFIT FROM OFFER]
And much more. How can you be sure this works? Don’t just take my word for it, here’s what [SATISFIED CUSTOMER NAME] had to say:
[INSERT TESTIMONIAL DIRECTLY RELATED TO YOUR OFFER]
Imagine how much it would be worth to YOU to experience the same thing? Well you can. But you need to hurry…
Because in just [X DAYS] our incredible offer disappears – make sure now to [CALL TO ACTION DETAILS –WEBSITE, CLICK THE LINK etc.]
Regards/Sincerely,
[YOUR NAME & TITLE]
Email Sequence #4 – Introduce Some Added Bonus
Email #4 should go out a couple days AFTER Email #3… about 8 days or so before the deadline for your offer expires.
This email should accomplish the following:
- Restate your offer again
- Add another special – a new bonus, discount, whatever – just add one more reason to act NOW!
You’ll notice that this email is VERY similar to Email #2 – that’s because it contains the core sales message you need to get across and… frankly… you may need to literally “beat them over the head’ with the same message to get it to sink in.
SUBJECT: Revealed: The Solution to [CORE PROBLEM]
Dear [[firstname]]
How time flies… it’s already been [X DAYS/WEEKS] since you asked for and received a copy of [free time]… and in it, you discovered:
- [Feature / Benefit]
- [Feature / Benefit]
- [Feature / Benefit]
- [Feature / Benefit]
However, you may be thinking that even though this is great, you’re just too [OBJECTION – e.g., Busy, Tired, Overworked, Whatever] to take action on everything revealed in [free report].
That’s why [YOUR NAME /COMPANY] created a way for you to quickly and easily get [Big Benefit] that’s GUARANTEED to [Insert Outcome They Want] without [Insert Annoying Problem]!
Imagine – which of these powerful elements could you use to get [Big Benefit]?
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
And a whole lot more as well!
It’s all laid out in detail in the information provided. Plus, because we’re so serious about helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available these [#] FREE Bonuses Worth[$] if you take action right NOW!
- FREE Bonus Gift #1: [Explain bonus and give value] – as per previous email
- FREE Bonus Gift #2: [Explain bonus and give value]
- FREE Bonus Gift #3: [Explain bonus and give value]
But, we’re not done – we’re so confident that you’ll be absolutely delighted, that we’re including a total [STATE YOUR GUARANTEE] – removing ALL risk to you!
And we’re prepared to sweeten the deal even further – if you ACT NOW before the deadline, we’ll toss in absolutely FREE [INSERT ONE MORE BONUS]… which has a real value of [$X]!
We’re doing this because we want to reward people who take FAST Action – and you’ve already proven you’re in that category by requesting this valuable information kit. That’s why we know you’re serious about solving [CORE PROBLEM] and getting [KEY BENEFIT].
However, you need to act now as time is running out – there’s only [X DAYS LEFT]! Again – we’re assuming all the risk. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CLICK THE LINK, etc.] Don’t miss out and do it today!
Regards/Sincerely,
[YOUR NAME & TITLE]
Email Sequence #5 – Remind Them The Clock Is Ticking…
Email #5 goes out exactly ONE Week before the deadline expires. This email should accomplish the following:
- Restate your offer in a nutshell
- Push the urgency to act NOW!
SUBJECT: The Time To Act is NOW ( writing a good headline tips are here)
Dear [[firstname]]
Last week I sent you the details on how you can quickly and easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM]! We discussed how you could experience:
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
And a whole lot more as well!
It was all described in detail in the information provided. And we’re so serious about helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available these [#] FREE Bonuses Worth[$] if you take action right NOW!
- FREE Bonus Gift #1: [Explain bonus and give value]
- FREE Bonus Gift #2: [Explain bonus and give value]
- FREE Bonus Gift #3: [Explain bonus and give value]
- PLUS a special FAST ACTION Bonus: [Explain bonus and give value]
Everything is backed by our [STATE YOUR GUARANTEE] – removing ALL risk to you!
Talk about an incredible deal! But, one week has passed and we can only make this opportunity available for one more week – tops! So, don’t miss your chance to take advantage of this offer. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, CLICK THE LINK, etc.]
Regards/Sincerely,
[YOUR NAME & TITLE]
Email Sequence #6 – The End is Near
Email #6 goes out TWO (2) Days before the deadline expires. This email should accomplish the following:
- Restate your offer
- State clearly: Two Days Left!
- Push the urgency to act NOW!
SUBJECT: Time Is Nearly Up, Don’t Miss Out!
Dear [[firstname]]
Just about two weeks ago you downloaded my free report/pdf/checklist and some emails laying out an INCREDIBLE offer for [OFFER / PRODUCT NAME]… and frankly, I’m mystified because I haven’t seen your order yet. That’s why I decided to take a minute to write and remind you that this offer expires in just TWO Days!
You’re busy, I’m sure, so other stuff probably came up first. But now’s the time to act – so you can quickly and easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM] – which will enable to you to FINALLY experience:
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
- [FROM SALES LETTER – Feature / Benefit]
And a whole lot more – with everything described in detail in the information provided. Plus, we’re so focused on helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available [#] FREE Bonuses Worth[$] if you take action right NOW!
And of course, everything is backed by our [STATE YOUR GUARANTEE] – removing ALL risk to you!
Don’t risk missing out on this incredible deal, which disappears in just two days. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, CLICK THE LINK, etc.] I promise you’ll be glad you did.
Regards/Sincerely,
[YOUR NAME & TITLE]
Email Sequence #7 – Today’s Your Last Chance
Email #7 goes out on the day the deadline expires. This email should accomplish the following:
- Restate your offer
- State clearly: One Day Left!
- Push the urgency to act NOW!
SUBJECT: Last Day, Offer Withdrawn
Dear [[firstname]]
By now you’ve gone through the [free report] and all the information… so you know all about the incredible offer we’re making – which will enable you to easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM]
But did you know that TODAY is the LAST DAY it’s available?
We very much take pride in our ability to provide you with top notch value and service – so much so that we back up our words with our [INSERT GUARANTEE].
That’s exactly why we want you to take advantage of this deal before it’s too late. It’s truly incredible, which is why we can’t make it last forever – today is the last day we can offer such a great deal with such amazing bonuses.
So right now [CALL TO ACTION DETAILS –WEBSITE, CALL,CLICK THE LINK, etc.] And start experiencing [OUTCOME They Want] today!
Regards/Sincerely,
[YOUR NAME & TITLE]
Conclusion
An email sequence is your system to guide your prospect along a journey, build a relationship and ultimately convert them into a paying customer.
Building trust is critical and you need to be mindful that you are there to help the customer and not be solely focused on making a sale.
Most email campaigns have the 7 steps outlined above to achieve a sale of a company’s product or service. Study them, customise them, then put the process into action. More sales are awaiting for you as a result.
