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Email Marketing

A Beginners Guide to Email Sequences

On average, email sequences generate 3X the return of non-automated emails. It’s time to stop relying on monthly email newsletters and invest in email sequences.

Not surprisingly with an average ROI (return on investment) of 38 to 1, email marketing offers by far the most cost-effective online marketing channel. But businesses adopting automated email sequences are increasing that return by a whopping 320%!


Email Sequences = Autoresponders, Series, Flows, Drip & Nurture Campaigns


So what exactly is an email sequence?

Unlike its email marketing sibling the newsletter, rather confusingly, email sequences have many names. Autoresponders, Series, Flows, Drip & Nurture Campaigns are all referring to the same type of email.

The textbook definition would read something like this. Email sequences are a pre-written, automated series of emails that are triggered by an event or action.

In more simple terms they act as scripts or templates around conversations with your customers and prospects.

Email sequences allow you to scale up repetitive email activity that would otherwise rely on individuals memory and judgement, whilst at the same time hyper personalising your messaging.

The chances are you’re using some basic email sequences in your business already. The chances are even better than those emails were written by a software provider like stripe or Shopify and haven’t been personalised to your business

Whenever an email is automatically triggered by an event on your website or interaction with your business, it should be considered an email sequence. Subscriber confirmation emails, order confirmations, delivery updates and credit card receipts are all automated email examples that most business owners ignore.


Why email sequences are effective?

Sequences work so well for two key reasons:

  • Consistency – Unlike a human counterpart, an automated email sequence doesn’t get bored with routine, repetitive tasks. It doesn’t forget to follow up with a customer or take Sundays off. Automated sequences can be relied on to follow instructions without question, ensuring a consistent level of service to prospects and customers alike.

  • Data – Sequences allow you to measure interaction at each step of the email series. This ability to measure allows you to test subject lines and copy at each step in the series. Over time this provides incremental improvement to results. Something that otherwise would rely on anecdotal evidence from whoever was sending emails on a particular day


Which 3 email sequences you should build first

  • Welcome Email – Welcome emails are a series of emails that are used to start a relationship with a new subscriber. Whenever someome joins your email list, whether that’s from a newsletter signup, enquiry form or lead magnet. You are presented with an opportunity to build a new relationship. All too often this opportunity is lost when the new subscriber is either ignored entirely or simply recieves a single email confirming their subscription. A welcome email sequence lets you make the most of your first impression with a prospective customer, by allowing you to map out the perfect customer journey in advance.

  • Abandoned Cart EmailAlmost 75% of shoppers leave items in their shopping carts before abandoning their purchase. Abandoned cart or recovery emails as they’re sometimes called, are automated emails that are triggered when a shopping cart doesn’t complete its journey. Reasons for adadoned carts can vary from interuptions, unexpected costs to lack of trust. As frustrating as they are to online retailers they present a huge opportunity for those using a follow up emails sequence. Ensure you match your recovery sequence to the primary abandoment reasons to maximise results.

  • Thank You Email – Thank you emails operate in a similar way to welcome emails, the difference being that rather than nurturing a suscriber to a purchase, the goal now is to maximise the lifetime value of the new relationship! Thank you emails offer the opportunity to upsell customers, provide introductory offers, discount codes or even parallel purchases. Quite honestly the limiting factor here is your own imagination.


Actions

Email sequences done correctly can dramatically impact the return on email marketing. Yes, they can seem challenging initially when compared to a simple newsletter, but don’t let that put you off. There are a couple of really simple actions you can start on right away.

  1. Review what email sequences are already running in your business. Re write them with fresh eyes and remember to always have a goal in mind with each email your subscribers recieve.

  2. Write a basic welcome email and test your copy writing skills on your new subscribers before expanding your email series into other areas

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