Email marketing is one of the most effective ways to nurture leads and convert them into customers. I keep hearing email marketing is dead or dying. However, this is far from the case. You can build trust and credibility with your audience by sending targeted, personalized messages to the right people at the right time. And ultimately drive more sales for your business. Email marketing has the highest ROI (return on investment) of all digital marketing, so if you aren’t actively building an email list, stop everything you’re doing and get started! An email list of raving fans and engaged customers is worth its weight in gold!
Today we will explore six great email sequences that can help you nurture leads and convert them into customers. From welcome emails introducing new subscribers to your brand to re-engagement campaigns that reconnect with dormant leads. I’ll show you how to create automated, personalized sequences that drive actual results for your business.
- Welcome Email Sequence
- Lead Nurturing Sequence
- Re-engagement Sequence
- Abandoned Cart Sequence
- Upsell/Cross-sell Sequence
- Win-back Sequence
Welcome Email Sequence
The welcome email sequence is the first impression that a new subscriber has of your brand, and it is crucial to make it count. This sequence is triggered as soon as someone signs up for your email list. It’s your opportunity to introduce them to your brand, set expectations for future communications, and encourage them to take the next step, such as making a purchase. So, be sure to map this sequence with content that aligns with the subscriber and your business goals.
These emails aim to establish a relationship with the subscriber, provide value, and set the tone for future interactions. So, be sure they are personalized, warm, and friendly and offer a clear call to action for subscribers to take the next step in their customer journey with your brand. Thus, this could be as simple as visiting your website, signing up for a free trial, making a purchase, or booking a call.
Lead Nurturing Sequence
Lead nurturing sequences are designed to keep leads engaged with your brand. Engagement is key to keeping your brand at the top of your mind. So, these sequences are crucial in building a relationship with customers and keeping them interested in your products or services.
These emails can include helpful content such as blog posts, infographics, e-books, or other educational material that help educate the person about your products or services. Overall you aim to provide value to the subscriber, demonstrate your expertise in your field, and keep your brand top-of-mind.
Pro Tip: Segmenting your leads by their interests and behavior is important in tailoring the content and message to match their needs and preferences. Basically, this will increase the chances of converting them into paying customers.
Re-engagement sequences are used to reconnect with leads who have gone dormant or haven’t engaged with your brand for a certain period of time. These sequences effectively reignite interest in your products or services and bring back inactive leads. There are a few ways you can achieve this:
- Include special one-time offers
- Limited-time discounts
- Exclusive content
- Other incentives for the person to re-engage with your brand.
These emails aim to remind subscribers of your brand’s value and encourage them to take a specific action that excites them to re-engage.
Overall, making these emails personalized, friendly, and easy to understand is important, with a clear call to action.
Pro Tip: Be mindful of the message’s timing, frequency, and tone, as you don’t want to come across as desperate or pushy.
Abandoned Cart Sequence
Abandoned cart sequences are triggered when someone adds items to their online shopping cart but doesn’t complete the purchase. These sequences effectively recover potential lost sales and remind the customer of the things they left behind. After all, the overall Abandoned Cart rate is 69.57%, imagine recovering just ⅓ of that. The difference it would make on your bottom line. These emails can include a reminder of the items left in the cart, images of the products, and a special offer such as a discount or free shipping to encourage the person to complete the purchase.
As a proven model, you will boost your ROI and recover lost sales by adding this to your strategy. Thus, it’s important to make these emails personalized, friendly, and with a clear call-to-action, making it easy for the customer to complete their purchase.
Resource: How to Use Our Digital Marketing Team to Grow Your Business and Get Your Life Back – Small businesses, even the most successful ones, often don’t have a big enough budget to hire an entire team of people. Sometimes it’s just two or three employees doing the job of ten (or even worse, it’s just YOU). One of the best solutions is to hire a virtual team to back up your in-office workers. In this workbook, I will tell you precisely what you want to look for from a virtual assistant to make sure you pick the best to work at your small business.
Upsell/Cross-sell sequences promote related products or services to existing customers. These sequences are a great way to increase customer lifetime value and drive additional revenue for your business. These emails can include personalized recommendations based on the person’s purchase history or browsing behavior. For example, if a customer has previously purchased a specific product, you can recommend complementary or related products in a post-purchase sequence.
Overall these emails aim to provide value to the customer by introducing them to new products or services, providing tips on how to use what they just purchased, and increasing their purchase frequency. Making these emails personalized, relevant, and with a clear call to action is very important (with value being key). Also, segmenting your customer base by purchase history and browsing behavior allows you to send targeted and relevant recommendations, increasing the chances of success.
You have heard this term, win-back sequences, over the years and may need clarification on what that is. Win-back campaigns are just that. Win-back sequences are used to reconnect with customers who last purchased a while ago. These sequences are an effective way to bring back inactive customers and increase repeat business. These emails can include special offers, exclusive deals, or personalized recommendations based on the person’s previous purchase history. It will remind the customer of your brand’s value, overcome objections, and incentivize them to purchase again. This is another area where timing is also essential, as you want to avoid coming across as pushy or aggressive. Also, you want to send the message when the customer is most likely to be in the buying mood.
As I mentioned earlier, email marketing is, in fact, still alive. It is still a potent tool for nurturing leads and converting them into customers. Therefore using automated, personalized email sequences, you can build trust and credibility with your audience and ultimately drive more sales for your business.
This Week’s Action Steps:
- Do a sweep of your list and figure out who needs to be re-engaged or won back? Segment these contacts and implement the corresponding campaign.
- Audit your welcome email sequence. Is it engaging, relevant, and has a good CTA? Are the subject lines enticing and clickable? Each quarter you should review your sequences to optimize them.
- Set up a post-purchase sequence. Next, be sure to provide value and then, in a 2nd email, follow up with a relevant additional product or service they may be interested in.
Still, trying to figure out where to start? Schedule a call with me today if you need help with your social media strategy or someone to take over your entire social media presence.
Links for this episode:
- How to use our digital marketing team to grow your business
- Email Marketing
- Schedule a free call with Jennie today!
Rate, Review, & Subscribe on Apple Podcasts
If you like the podcast, please consider the rating and review of my show! Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” I would love to hear what episodes you enjoy!
If you haven’t done so already, please subscribe to the podcast. I’ll be adding new content weekly; if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!