How to Write an Email Sequence That SELLS for You
Would you like to make more sales? You need an email sequence.
Do you want your audience to get to know, like, and trust you quickly and efficiently? An email sequence will help.
Are you ready to truly engage your people and help them grow and thrive? Yep, that’s what your email sequence can do.
But… what if you’re not a writer? How the heck are you supposed to write an email sequence that works for you without making yourself nuts?
Even if you’re not a writer, you can write a great email sequence that boosts your bottom line with sales and builds an engaged following at the same time. Here’s how.
Step 1. Start with a clear purpose for your sequence
Before you write a single word, be sure that you know what you want to accomplish with your sequence. One sequence, one primary goal — most likely the sale of a specific product or service.
You don’t want to use a sequence to let people know about your entire catalogue or products, or offer them half a dozen different services.
Instead, pick a single focus: a course, a service, a product, or whatever else you want to sell, and use your sequence to drive readers to that endpoint.
Step 2. Map out the steps needed to get to the end
Let’s say you’re writing a sequence designed to sell your online basket weaving course. What are the steps someone needs to follow to be ready to enroll? Maybe (and I’m not a basket weaving expert, so bear with me) that looks like this:
Become aware of what basket weaving is
Decide on the size of the basket they’d like to make
Learn a super basic weaving technique
Learn about the one tool you MUST have in your basket weaving kit
See how the finished baskets can be used
Each of these steps will be built out into a single email that will help your readers get that much closer to being ready to enroll in your course.
If you’re a service provider, the same principle applies — simply map out the steps people need to follow to be ready to hire you.
Become aware of the service you offer
Learn the first tiny thing they need to know in order to hire someone who does what you do
Learn the next tiny thing they need to know in order to hire someone who does what you do
Address the common questions and objections people have when they hire someone like you
See where they can be/the results they can have if they hire you
Step 3. Write to a single person
You’ve probably done a lot of work on your “ideal” client, but for now, toss that aside and think about a real, living client you’ve actually worked with. (If your business is brand new, think of a specific, real person you want to have as a client.)
Write your emails to that actual person. If you know her well and you’ve been out drinking together, use that. Remember that time we went to Jay’s and ordered margaritas and the little umbrella poked you in the nose and we laughed so hard I actually popped a button on my shirt?
When you write personal, highly specific stories, you make your message more relatable to a wide audience. It sounds crazy, but it works.
After you’ve written your highly specific message to one person, then you can go back and tweak — so for example, the bit above might be rewritten as You know how it is when you’re out with your bestie and you order margaritas and the little umbrella pokes you in the nose and you laugh so hard you actually pop a button on your shirt?
The story is still super specific, and this doesn’t feel like it’s an email to a list. It feels like an email to one person — and that’s what you want.
Step 4. Don’t confuse people
Just as you have a single overarching goal for your email sequence (buy this thing), keep the focus clear within each individual email in the sequence.
If your email is full of questions for people to answer, packed with links that go to different places, and stuffed with multiple calls to action (CTA), your reader will be confused.
How do you want the reader to engage? Hit reply and tell you something? Join your Facebook group? Follow you on Instagram? Pick ONE — not all of the above. Each email can drive to a different place, but streamline within each email.
In addition, each email should move your reader one step closer to the end goal — so give them something to do that’s related to that step — decide on the size of the basket they’re going to make, or list 5 tasks they could outsource to a VA or whatever. If you give the reader 97 steps, she’ll get overwhelmed and delete you.
Step 5. Provide real value
Your email sequence should not be five days of “Buy my awesome thing because it’s awesome.” It also shouldn’t be five days of “Jane bought my awesome thing because she is awesome.”
The sequence should provide genuine value to people. They should get something from it — education, entertainment, inspiration, something.
Think carefully about the emails you most enjoy reading. Are they emails that sell you something, or emails that give you something? You can be a giver in your sequence while you lead people right into a sale.
Step 6. Be patient
Once you complete your sequence and set it up, leave it alone — at least at first. You’ll be tempted to change and tweak things in response to every reply, every click, every everything. Resist.
You must let at least 100 people go through your sequence before you change anything. You need data to make changes, and if you try to tweak things because one person unsubscribed or replied with a mean comment, you’ll lose your ever-loving mind.
After you’ve put 100 people through the sequence, you can start to look at your open rates, click-through rates, and your sales and make changes as needed.
If you’re serious about your online business, you need an email sequence, so take the time to write yours.
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About The Author >>
Meet Abbi Perets
Abbi Perets is a freelance writer with nearly 20 years of experience working with some of the biggest brands in the world. She’s passionate about helping creative entrepreneurs with email sequences and killer sales pages to get their courses, services, and products in front of the people who need them most.
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