Email marketing has quickly become one of the most powerful tools available to businesses both large and small. The wonderful thing about email marketing is that the same marketing and advertising tactics that are being used by the big corporations can also be implemented by the small business owner as well in order to get big results. The trick to great email marketing is in understanding some of the different tactics used and the timing of when to use what.
An email follow up series is all about timing. Once you have effectively obtained a lead, they have opted in by offering their email address, the real work of landing the sale starts. Your email follow up series is the tool that will help you finish convincing the lead that you are the choice they should make, or to encourage the lead to continue making purchases.
Use Your Tools
Most small businesses which are using some type of email marketing software or marketing automation software have at their fingertips email follow up series capabilities, but most companies do not put this important tool to work. Why? Because most business owners feel intimidated by the prospect of mapping out their objectives and then writing up the pre-arrange emails. What these business owners do not realize, however, is that an email follow up series is a small time investment which will continue to build your business, land sales and increase your revenue for a long time to come.
What Is a Follow Up Series?
A follow up series is quick simply a series of email messages which are automatically sent out to leads (potential or returning customers) with more information or encouragement to make a purchase or respond to your message in some way. Your email follow-up series is quite literally the best and most authentic way to engage people in your brand and get them committed to be a part of your online community as well as a “free” advertiser. People share brands and messages that they enjoy and believe in.
What Should A Follow Up Series Consist Of?
A follow up series of emails should consist of a couple of different kinds of messages.
- Thank You– The thank you message should be sent immediately after a purchase or after an opt in. This will also offer an email confirmation to cement the address to your list.
- Let’s Get Started or Welcome– This message or a variation of it is a way to reach out to the lead to connect on a deeper level. This is a good time to invite them to share your brand on their social media, making sure that sharing capabilities can easily be done from the email itself.
- This Way to Great Content– This message will refer the lead back to your website where they can find new, relevant content (articles, blogs, offers) to help them in whatever niche your product, service or brand promises to assist them.
- Make the Most of…- This message will offer your lead tips to ensure success with the product, brand or service. This is also a great time to encourage your lead to share content with others who might also need this brand, product or service.
- Bonuses– Everyone loves bonuses and free gifts. At this point in the relationship with your lead you should offer a bonus of some time. The most inexpensive way to keep leads interested is with free content. Content is free for you because you can create it, and it appealing to the lead because it will continue to help them along whatever path they started out on with your product, brand or service. Bonus content can come in the form of free e-books, articles, videos, tutorials or webinars.
- How Pleased Are You?– This message will seek to engage the lead on an even deeper level by giving them the opportunity to offer feedback. Feedback can be offered in the form of a testimonial. This has a twofold purpose. One is makes the lead feel special and necessary to the brand and two it provides you with important marketing feedback which can help you improve your marketing strategies.