Chances are, if you’re a serious business owner, then your company website has all the tricks. Lead magnets, landing pages, email opt-in forms, and other indispensable digital marketing tactics are just a handful of ways you can improve your marketing ROI.
All of these tactics can lead to new subscribers and more, but these leads are nothing if you don’t take the time to build a trustworthy relationship with your audience. That relationship begins with your email sequence or a series of emails sent at predetermined intervals that contain relevant messages for your audience.
Why write email sequences?
Pre-scheduled emails help you meet your audience where they are in their unique customer journey. Sequences are a great way for you to communicate your knowledge, expertise, products, offerings, and more to your audience.
But first you have to meet your customers’ needs through authentic communication and delivery. While customers usually want results right away, they won’t buy or download anything from you if you don’t articulate the solution to their needs.
There are several different types of email sequences, and you’ll want to discern which is right for your business based on where your team is at in the current marketing funnel. Email sequences take time and empathy to write.
The good news is, no matter which email sequence you choose, the following practices will help you write fun, informative, and most importantly results-driven email sequences that will resonate with your audience and increase your sales.
Top 3 Practices for Writing Email Sequences
1. Know your audience (and their core wound)
As mentioned, you can’t build trust with your audience if you can’t identify their unique pain. While an email subscription may not sound like a recipe for transformation, the right email read at the right time can change a potential customer’s life for the better (and yours). Emails are a wonderful way to let your audience know you see and understand their lack.
Email marketing is highly effective because it’s unafraid to get personal without overstepping bounds. Each email in an email sequence should always address your subscriber by their first name, and grab their attention in the subject line and body paragraphs.
For example, let’s say you run a successful freelance company, and you’re looking for potential freelances to join your new mentorship program. A great hook could be “Psst…I thought it was just me,” in the subject line, and the opening could read, “Dear {First Name}, when I first started freelancing, I had no idea how to do my taxes. I couldn’t even tell you the difference between my social security # and my EIN!”
And this leads us to our next tactic….
2. Be prepared to tell your personal story
Again, the more personal and upfront you are about your company’s story, the more likely you are to build lifelong relationships with your customers. For each email sequence, I recommend you have a handful of personal facts, anecdotes, challenges, successes, etc. ready to go. While you may not use all of them and it’s very important not to overshare, the more you can sound like an accessible human being through your email, the better.
3. Plan your automations far in advance
At their best, email automations keep your business running smoothly by never missing an opportunity to generate leads and sales. However, any snafu in scheduling, technology, etc. can be detrimental to all the hard work you put in writing your sequences. Be sure to choose the best automation tool for your company and team, so you don’t have to worry about running into technical difficulties down the road. And always, always run a test email before launching your next sequence.
Your website is your first impression. Great website content is one of the most effective ways to grow your business. The best copy appears effortless thanks to underlying strategies. Whether you’re revamping your website or starting from scratch, I’ll help you market and sell your business.
Click here to learn more about my copywriting package for entrepreneurs and businesses.
xoxo,
Emily