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How to Create an Automated Email Sequence that Saves Time and Boosts Sales
Your email sequence works hard for you every single day.
Not only does it bring prospects back to your site and build relationships with them, but it also drives conversions, increases customer satisfaction levels, and saves you tons of time.
Imagine having to manually follow up with each lead. It’s just not possible, especially when you’re getting a good handful of new leads each day. This is where an automated email sequence comes into play. You can essentially “set it and forget it” while you work on other parts of your business.
Sounds good, right? The problem is only half of marketers currently use email automation in their business. This is because the thought of putting together a successful email sequence that converts and creates happy customers seems like an overwhelming task.
But, if you break it down into different stages and consider who you’re targeting and what your goal is from the start, it makes the process a whole lot easier.
To get you started, we’ve outlined the key steps you need to take to create a sequence that both saves you time and increases your sales.
1. Imagine the Ideal Experience
Before you even put pen to paper (or fingers to keyboard), consider the experience you want your prospects to have with you.
Think about the things you want them to think and feel about your business before and after they make a purchase. This will then guide the narrative of your email sequence and help you drive leads from one stage of the sales funnel to the next.
We all want our customers to have the “perfect” experience with our brand, but this won’t happen without forward planning. In the first instance, you need to envision what that experience looks like and then create a plan to make it a reality.
2. Decide on Your End Goal
The problem a lot of marketers have when it comes to automated email sequences is trying to do too much all at once. If you’re asking your leads to download an ebook and then sign up for a demo and then share your stuff on social media, you’re going to confuse them.
A great automated email sequence has just one goal in mind, so really think about what it is you’re driving your leads to do.
It could be something like:
3. Put the Pieces Together
From there, it’s time to build the puzzle that is your sequence. Think of it as a series of building blocks that stack on top of each other to create a bigger picture.
Each email in the sequence should have a specific purpose that helps funnel your leads to the end point (which is the ultimate goal of your sequence).
This isn’t the time to work on subject lines and the body copy of each email; instead, you need to think about how you’re going to use your emails to tell a story about your product, its value, and why your leads need it in their lives.
Remember here that not every email needs to sell (and, in fact, this can be detrimental to your goal), but every email does need to convey some kind of value, whether that’s by sharing something educational, highlighting a customer success story, or starting a conversation with a lead to build your connection with them.
4. Tell Your Story
Now it’s finally time to put it all together and add in the details to your emails.
By this point, you should have a rough plan for what email goes where in your sequence, what kind of value each email is going to give, and how they drive leads towards the ultimate goal of your sequence.
Which means that it’s now time to write.
This is when you hone in on the different elements of your emails, like the subject line, the body copy, and your calls-to-action. There’s no one-size-fits-all solution to writing your emails; that will depend on your brand voice and what the purpose of each email is.
It’s a Constant Game of Improvement
The good thing here is that you can change and tweak these elements over time until your sequence is performing as best as it can be. In fact, you should always be measuring what’s working and what’s not and constantly be striving to improve each and every email.
You’re not going to create a winning automated email sequence first time around (or, at least, it’s very unlikely). It’s a constant game of improvement and listening to your leads and understanding their wants and needs.
Only then can you start to create an experience that converts new customers over and over again.
About the Author
Scott is the CEO of Elevation Marketing. He is a balanced risk-taker with nearly three decades of experience starting and growing advertising and marketing agencies. His business acumen is matched with a drive to build creative teams that thrive in open, collaborative work environments. Scott seeks out the best creative individuals, not only to provide quality service to clients, but to also help shape the future direction of Elevation Marketing. He remains dedicated to helping his talented teams develop unique and effective integrated marketing programs that help employees realize their full potential while serving up impressive business wins for clients.
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