Why Following Up With Emails Is Such A Good Strategy
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Following up with emails is one of the simplest ways to build brand awareness, drive traffic to your site and or offers, share your knowledge and ultimately make sales.
Yet most people seem to view it as some frightening endeavor.
Well today, I'm going to help you tame your fear.
A very effective strategy to approach email marketing
There are lots of different ways you can approach email marketing and depending on the strategy you employ, the results can be very different.
One strategy that is actually somewhat underused and potentially very effective is to write an autoresponder sequence.
What this means, is that you are writing a series of emails that you will deliver automatically through your autoresponder without having to have any input in yourself.
This will then help to build interest in your brand, engage your audience more and more and then eventually make a sale.
The sequence is going to trigger automatically as soon as the subscriber signs up.
And the best part is that you won’t even need to lift a finger (once your email sequence is on your autoresponder, of course).
But why an autoresponder sequence is such a good strategy?
There are many things that make autoresponder sequences a good way to go ahead.
The first benefit is that autoresponder sequences involve less effort on your part.
You don’t need to lift a finger like I said – and that means you can focus your efforts elsewhere.
All you do have to do is to create the email sequence in the first place.
When creating your autoresponder sequence, there are a few things to keep in mind and to consider.
This is a system that will work differently from other email messages and that means you need to approach it a little differently.
For example, when creating an autoresponder sequence, you need to make sure that it is 100% evergreen.
In internet marketing, the term ‘evergreen’ means that a piece of content is going to be just as relevant and interesting in 3 years as it is today.
So, a news story is not evergreen and neither is any story that references something that’s in the news.
Step, stages and series ...
Another tip is to think about the types of content that lend themselves best to being shared in this manner.
For example, courses tend to be very effective because they will come in steps and stages.
The other great thing about a course is that it has very clear value and that it can act as an incentive in itself.
Any kind of series that imparts advice and ideas can work well, if you deliver evergreen information.
How do you go about making the perfect autoresponder sequence?
Here are some tips that will help you to make the best first impression and to drive conversions and maintain engagement along the way…
Tease Your Next Message
One great strategy that often gets overlooked is to tease your next message.
Another of the big strengths of an autoresponder sequence is that you will know with certainty what the next message is going to be about and when it is going to get sent.
That means that you can include a note at the bottom of your current message saying ‘The subject line is XXX - so look for it’.
This helps to build anticipation for what is coming up and it gives your emails a sense of sequence and importance.
This is the most important part of any email marketing campaign but it bears repeating here.
It is always crucial that your email marketing campaign includes:
- a tip of some sort
- an actionable idea
- some entertainment
In other words, you need to make sure that after reading your message, your audience feels that they spent their time well and they would do well to make sure they look out for the next message.
It is very important that you give your email a conversational tone because it is going to end up right in the inbox of your recipient – which is a very personal place.
This will help you to better build a real relationship with your audience and it will make sure that your emails aren’t filtered out by the spam filter quite so readily too.
Get the Welcome Message Right
This is a fantastic opportunity to tease what lies ahead to make sure that your reader is exciting and interested to look out for your future messages.
Let them know the timescale and the subject line structure too so that they can actively seek out your messages and they won’t be as likely to get lost.
Invite them to message you if they have any questions and to get in touch if they want to strike up a conversation.
This will help to make you feel like a real person (which is even harder when your sequence is being delivered automatically) and it will build more trust and a better relationship with your audience.
Autoresponder sequences don't have to be the exact same for everyone
If you have a good autoresponder tool, then you should be able to introduce slightly more advanced features and options.
For example, how about creating an autoresponder sequence that changes depending on how well engaged the user is?
This type of sequence is called marketing automation.
Basically it allows you to send the 'perfect' email based on your lead behaviour.
If you are interested in learning how marketing automation works, you can read
Bottom line, get all the above right and you can effectively sell without putting off your audience ... and on autopilot. How cool is that?
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© 2017 by Marisa Specogna