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.
When this email follows a promotional event (webinar/masterclass/workshop), you also want to reflect the key points made in the event that support the decision to buy.
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 “salt” 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. Remember, even chocolate chip cookies need salt to be delicious.
Email 3: The third email brings in the social proof email. You start this email with positioning that is then supported by personal stories, testimonials, and outcomes that demonstrate how your solution made a difference in a customer’s life. Case studies can also be especially powerful.
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?”
Now is the time to ‘get real’ with your audience. You will bring all the elements together in a powerful way – emphasizing what they want, demonstrating how this offer can get them there, presenting how it feels to not be/do/have what they want, and provide as much social proof as possible especially if it is a direct reflection of the points you are making in the email. The deadline does the rest.
Final note: more is better.
The list above uses the framework to create five emails, but your follow-up may require more than five. Usually it does. Once you have the five primary emails written, you can add additional emails by mixing ‘n matching – blue sky + social proof, problem/pain + social proof, or more than one email under the same positioning. For example, if your offer delivers several compelling ‘blue sky’ opportunities, highlight one per email rather than one email for all.
The key is to keep playing the notes.