Do you use automated email marketing campaigns in your business? If you don't, you're missing a trick that will help you elevate your email marketing and get more results and sales in your business. So are you ready to find out what essential email campaigns examples we highly recommend every business should have?
Let's do this!
SOME EPISODE HIGHLIGHTS: (0:11) Want to get more sales from your email marketing? Grab our Click Tricks. (5:17) Fancy a 14-day FREE trial with Keap? (7:15) The product delivery sequence. (9:03) The welcome sequence. (11:21) Your initial sales campaing - selling your core product. (12:41) Sales campaigns that sell your product from different angles. (15:20) Your objection-handling campaign. (17:05) The revival and re-engagement campaign. (19:01) The Tell Me More campaign. (28:25) Subject line of the week.
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That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here.
1. The Product Delivery Sequence
The first automated email sequence we recommend you set up in your business is the one that delivers your lead magnet or product. This allows you to make sure your audience receives what they've signed up for and knows how to access it.
But you also want to use this sequence to let people know how valuable your lead magnet or product is – even if they never look at it! And yes, the percentage of people who don't even download your lead magnet after signing up for it is staggeringly high in all industries.
So use this sequence to tell your audience about the value of what you're giving them, how much of an expert you are, and how you can help them – even if they never actually consume the product and regardless of whether it was something they paid for or not.
In the product delivery sequence, we also tell our subscribers that if they don't want to hear from us anymore, they can click on a link in the email, and that's it – no more emails from us. This is because you want to think about the customer experience – you don't want to bombard people with emails. And by doing this, you get to follow a much more subscriber-centric approach.
2. The Welcome Sequence
After putting your subscribers through your lead magnet or product delivery sequence, we suggest you put them into a welcome sequence. This is the handover piece between the delivery of our lead magnet and our daily emails, so we use this automation to tell our subscribers they're going to keep hearing from us every day going forward (unless and until they unsubscribe).
We call our welcome sequence the Getting To Know You sequence because your subscribers literally get to know you! The campaign also explains what they can expect from you, how often you’ll email them, where else they can connect with you, and why your emails are good and exciting. Because let’s face it, you have to tell them why your emails are good and exciting! You can't just say that you'll email every day without saying why. So tell them you'll be dropping a short hint, a tip, a story, an idea, or a piece of inspiration every day. And that sounds exciting.
How do you get sales from your welcome sequence if it's not a sales campaign? You do because this short 4-email automation is packed full of all those important psychological factors, like building trust and rapport, creating desire, and setting expectations.
It's only after you spend this time telling people about your credibility that you can get straight into your initial sales campaign.
3. Your initial sales campaign – selling your core product
The next automated email campaign example we recommend you use is a sales sequence that introduces your core product – the main thing you offer. For us, this is our membership – The League.
This email sequence helps you set the context – you want to introduce your core product to someone who's never heard of it. This is your opportunity to say what it does, who it helps, and what its features and benefits are. You want to talk about the transformational outcomes that people are going to get from your product so they can start to understand why they should buy from you and buy from your right now.
Inside our membership, we teach a few of these sales campaigns – like the Overture or the Columbo campaigns, for example. They are context-building sales campaigns that help you introduce your primary or main (core) product.
4. Sales campaigns to sell your product from different angles
Once you’ve run through your initial sales campaign (over a period of 6-7 days), you want more and different sequences that help you sell your product from different angles. These follow-up sales campaigns should focus on using a different approach to talk about your core product – one that doesn't feel like selling.
This is because your audience already knows about your product from your previous sales sequence, where they would have been directed to a sales page. But now you want to try something different, so we recommend you send them to a piece of content first, like a training video, a webinar, or a challenge, for example. This is something they can consume to help them build belief in your product. We have a few campaigns that do this, like our Golden Cloak campaign or our Black Widow campaign.
Again, make your approach subscriber-centric here – think about the customer experience. You don't want to keep banging people over the head with stuff to buy!
Your subscribers joined your email list to get value. You welcomed them into your world, you did a 6-7 day direct selling campaign, so now switch things around and take them through a value-driven automation.
This allows you to preface your shopping window with something value-driven and provide a better experience for your subscribers. It helps them stay engaged, encourages them to open your emails, and to build long-term relationships with you.
5. Objection-handling campaign
The next campaign you want to run is one that handles objections. We have an overly dramatically named campaign for this inside The League – The Interrogator.
By now, you've told your subscribers about your product in a few ways – directly and then through content. If they still haven't bought from you, you want to know why. So this campaign is all about understanding why some people haven’t bought from you yet so you can handle their objections.
You can do this by running surveys, for example. Or you can craft a series of emails that address these objections. What you don't want to do though is to word your emails in a way that raises objections. Because you don’t want to start telling people about things they hadn’t even considered as problems, right?
After the objection-handling campaign, you can have as many sequences as you want – all mixed together and running one after the other. And at the end of these, they'll receive your day-to-day emails.
But while all this is happening, we have two more campaigns in our engine that run into the background, waiting for people to be flagged up and these sequences can be triggered and the emails sent out:
- The revival or re-engagement campaign.
- And the Tell Me More campaign.
6. The revival and re-engagement campaign
The first of these campaigns is what we call our LOL Revival campaign, which is a re-engagement campaign. It's triggered for those subscribers who have disengaged.
Now, disengagement can mean different things to different people. But in short, you're looking for someone who hasn't looked at your emails or clicked on links within a fixed period of time. In other words, they're disengaged.
The problem with disengaged subscribers is that they impact your email deliverability. So you want to find these people and put them through this campaign to re-engage them. You do that by offering content and asking questions to check if they still want to hear from you. If they re-engage over the course of the 14 days it takes us to run this campaign, they’ll be put back into our email marketing engine. If not, they get unsubscribed and removed from our list.
7. The Tell Me More campaign
The other campaign we want to highlight is for people who are hyper interested in your products and have checked your sales pages a number of times but haven't bought yet. We call this the Tell Me More campaign, and it's a highest-intent conversion sequence.
This campaign is triggered for people who have high buying intent. And the aim is to take someone who's on the verge of buying and encourage them to take the step and purchase.
Do you need to build all these campaigns at once?
Absolutely not! We don't want email marketing to take over your business. The best way to go about it is to spend 2-3 hours a week to build and write these campaigns, piece by piece and over time – think of spreading the work across 6-8 months. It’s a bit like adding an extra carriage to your business to make your train of email automation a bit longer and more effective.
Once you build your campaigns and send them out, you can let them run for a while and see how people respond and engage with them. This allows you to get results straight away from what you've already built but also go back to your sequences and tweak them accordingly based on your learnings.
As you become more confident, you can apply your finding to the next campaign you write, and the process will become easier and quicker over time.
Plus, because your sequences are built inside your email engine and are automated, they'll continue to give you results in the future. So ideally, we suggest you pick a new campaign every 4-8 weeks, create it inside your engine, and put it live to your email list.
Your long-term nurture campaign (Daily Email Strategy)
Once your subscribers have been through any email campaigns you might have created, you want to send them a long-term nurture campaign. This is essentially what our day-to-day emails are – cool stories and value-driven sales emails that you send as often as you choose to. This could be every day or a few times a week. But if it's less than three times a week, we think you’re missing a trick. Because these emails absolutely help you deepen relationships and solve two problems:
- They help you maintain your relationship with your subscribers between big sales campaigns – the ones you run every 4-8 weeks. And these could be webinars or live challenges, for example.
- The daily emails help with timing. If someone comes through your email engine and goes through all the campaigns you've built but still doesn't buy from you, it could be because the timing isn't right for them yet. They don’t need your product right now. But with your regular emails, you get to show up and build trust, so when the timing is right, you’re at the top of their inboxes.
Would you like to grab our email campaign examples?
If you want to start building these essential email marketing campaigns and get more predictable results in your business, you can grab the exact campaigns we use. We give you an easy-to-use Google Document that you can fill in and personalise to you and your business. You simply plug the campaigns into your system and send them out to your email list.
And if you want to understand the psychology that we (a hypnotist and a mind reader) have added into our email marketing campaigns, we also give you a video for each sequence where we walk you through why we say certain things. All of this and more is available inside our membership The League, and when you join, you get instant access to more than 24 complete email marketing campaigns. Pretty cool, right?
Subject line of the week
This week’s subject line of the week is “you free now?” followed by the cartoony pair of eyes emoji. We sent this out half an hour before we were due to go live for a behind-the-scenes tour of our membership, The League. This strategy is something you can build into a lot of the live campaigns you run, like automated webinars, for example.
It works well because it allows you to give people a little notice, and if they’re not too busy, they can join you live. It’s last-minute, but you can catch people who are online, especially if your live is in a Facebook group, for example.
Useful Episode Resources
FREE list of the top 10 books to improve your email marketing
If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.
Join our FREE Facebook group
If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.
Try ResponseSuite for $1
This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.
Join The League Membership
Not sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.
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