Once someone has viewed your promotional webinar, you’ll want to quickly begin your follow-up as they’ll never be more primed to buy than in the first few hours after viewing the webinar.
The emails in this sequence should be assertively spaced with email 1 deploying within 60 minutes of the close of the webinar whether live (date-specific timing) or evergreen (contact-dependent timing). Email 2 should land no more than 24 hours and or tighter.
The balance of the emails should be timed relative to funnel specifics including cart close, expiring bonuses, etc.
Email 1: The “assume the sale” email – this one is fairly brief, acknowledging that they attended (and wasn’t what you heard great), and essentially restate the primary BENEFIT + the offer.
Email 1 should also reiterate the scarcity triggers such as special pricing and put a spotlight on any fast action bonuses.
Email 2: This is the stakes email, and the focus in this email is on what is at stake for them personally if they don’t move forward. What do they stand to lose? What pain/struggle is likely to continue? What desire is likely to go unfulfilled?
Email 3: The blue sky email – this email will focus is on the flip of the stakes email highlighting what’s possible when they choose to move forward and dare to dream big and take action. How might their life look different? Whom will they become as a result? This is the perfect email in which to include 3 – 5 testimonials to bolster the credibility of the blue sky you’re painting.
And depending upon how you’ve structured your expiring bonuses, you’ll want to make sure you highlight anything the is ending unless they take action by X day/time.
Email 4: The “did you get this” email – the tone of this email is 2 parts concern and 1 part incredulous that this clearly valuable opportunity is going unheeded. This is the email to lean big into the scarcity triggers and ideally should be sent when a big benefit is expiring that day.
Email 5: Clocks ticking email – this is all scarcity. By this point, you’ve given them all the reasons to go forward and they’re either not interested or they are last-minute Lucy’s and Larry’s and they’ll finally buy from this email.