Writing an email follow-up sequence can feel intimidating. What do I say to get them to buy???
Here are a few tips to make the process flow a bit easier and also, most importantly, convert your prospect to a buyer.
- Be conversational. Write in a way that the words sound like you. Warm. Friendly. Interested in your prospect.
- Keep it short. Short paragraphs. Short sentences. Short.
- Follow the same emotional storyline as your sales page copy. We utilize sequencing guidelines from the StoryBrand framework.
- Link your call-to-action (CTA) to the sales page enabling you to keep the emails tight.
StoryBrand Framework 5 Email Sequence
Email 1: This email is the same information as found in your sales page header. You’ll want to clearly articulate your understanding and affirmation of what your prospective customer, the hero of your StoryBrand, wants and the fundamental problem that they believe is keeping them from what they want.
Link this want to all the other good things that can result when they have what they want. Close the email with a short description of your solution and a clear call to action to buy.
Email 2: This is the stakes email. I also call this the “stick” email because this is the email in which you will remind them of what is at stake and what they stand to lose if they don’t solve the problem and get what they want.
The reality is that humans move more quickly away from pain than toward pleasure. So this email may feel uncomfortable to write, but that is the point.
Email 3: The third email is the social proof email. Now is the time to present a personal story about how your solution made a difference in a customer’s life, or provide a case study and/or testimonials.
Email 4: “Paint that sky blue!” This email is the aspirational email. In this email, you will return to the ideas presented in email 1 (what your prospect wants, the fundamental problem that is keeping them from what they want, and your solution for solving that problem).
But then, paint a beautiful blue sky of what’s possible for them – really possible – once they have what they want.
This email is usually the longest of the series. Have fun with it.
Email 5: Last call. “Hello! Is this thing on?”
If they have not purchased by now, they are either not interested or not listening. If it’s the latter, this email is intended to wake them up and get them over to the sales page so they can buy.