Tips: Sequential Email Series
Businesses everywhere have realized email marketing is a winning strategy for increasing sales. Even competing against search engine optimization, pay-per-click, social media, and the many other forms of online marketing, e-mail returns $40 to every $1 spent according to the Direct Marketing Association. The reason is that it creates relevant messages, sent out to the right person, at the right time, and without significant cost. In the world of marketing, it has one of the highest ROIs! While email marketing may be a broad marketing tool, when focused, it’s powerful.
Sequential Email Series (SES), also called autoresponders, drip-feed, or lifecycle emails, are used bylarge corporations, small businesses, and bloggers to increase the long term value of clients. SES is a set of prewritten emails that are sent to anyone who opts-in and requests to receive e-mails. These are different from typical email broadcasts since they are not a one-time message sent out to the e-mail list at the same time. They are actually a series of emails sent out at different times to different people. Emails from the series are sent out in pre-scheduled intervals (Example: Weekly or Monthly) to a user who is part of the e-mail list.
The benefit of Sequential Email Series are that you can engage people through multiple emails, which are scheduled to be sent out as a new person signs-up, without all the stress since they’re written beforehand. This allows businesses to generate passive income since it requires only a one time investment to create the campaigns because they are reused every time a subscriber opts in.
Strategies for Sequential Email Series
Sequential Email Series (SES) is an essential tool to drive traffic, while improving user engagement, and increasing the bottom line. To clarify the tool known as sequential email series marketing, let’s go through a few of the strategies to use toward your business.These should get you started on using autoresponders and eventually lead to strategies of your own.
1. Showcase Archives to Readers
If your company maintains a blog, then you may have several old posts that are still golden nuggets for the reader to discover. Many visitors to your blog may miss out on your older blog posts. Instead of having these posts disappear into the abyss of the internet, why not highlight them in an SES? You could arrange these as your “best of” collection, or for a specific interest, such as start-up posts only.
2. Offering Free Mini-Course
One of the most common uses of SES is a mini-course on a particular subject. Setting up a series of emails that gives instructional information related to your business. Each day, your readers receive an email with a teaching session and a task to accomplish. Nothing beats education based selling!
3. Including Upsells
If you’ve used Amazon.com before, you’ve most likely received an e-mail that says “You may also like…” or “We recommend these items…”. If you sell products on your site, you can easily add in an upsell through an SES that offers your customers another choice once they make a purchase. For example, say you were to purchase a digital camera, a great follow-up email will include offers for memory, camera bags, and stands.
4. Product & Feature Launches
37signals does a great job of this to promote new products they’re offering. They also use this when they’ve added a new feature, like Project Templates, to their widely popular Basecamp project management system.People don’t have the time or attention span to constantly stay up to date with new products or feature upgrades, so when you make them aware of these occasions, they’ll appreciate and use them.
5. Showcase Your Abilities
Testimonials, examples of previous work, and case studies can be the strongest signal to a prospective buyer to take action. SES are great to showcase your talents outside of your website. For example, if you’re in home restoration, you may want to send past and potential clients e-mails with examples of recent client work with a story attached. Not only will this expand their awareness of what you’re capable of, it’ll also show the quality of work you do. Social proof is a powerful psychological motivator.
About the Author:
Heral Patel – Email marketing expert at AnnexCore with a focus in sequential email series, email remarketing, and subject line testing.