Setting up a welcome email can sound daunting and complicated, but it doesn’t have to be like that. Today I’m going to share with you how you can set up a perfect follow-up email sequence in 5 simple steps.
Well, let me tell you the story of the first ever time I used an automation: it was more than a year ago when using Mailchimp automation was a premium feature and you had to pay for that.
I had just learned about follow-up sequences and I wanted to have one, too.
So I paid the feature, and I started working on the emails. After writing five or six packed emails, it was ready. Or at least I thought so.
I really didn’t notice the little “activate” toggle on the bottom and guess what? My automation wasn’t working. I realised the reason after almost two weeks. So, I had lost 15 days of use of this premium feature. I was so “happy” -_- (and felt like an idiot..)
So today I want to share with you five vital steps for a smooth follow-up sequence, so you don’t end up feeling like me 🙂
Let’s dive into it!
1) Know your goal: Do you want to sell something? If yes, what? Your tripwire? Your services? Your coaching? Define it! When you’re giving away your freebie in exchange for an email address, your goal is growing your list to create tribe of raving fans. What is the next step? Do you want to position yourself as the expert? Get the reader on the phone? Sell an evergreen course? Be crystal clear on the final goal of your follow-up sequence, because it’s going to help you (or your copywriter) crafting the copy for the sequence.
2) Map out the steps: what is the lead journey? How many emails do you want to send? What will be the content of every email? What are you going to share?
Going into to nitty-gritty of all the steps, always keeping your final goal in mind, will help you to craft the right emails to send your subscriber.
As Ally Ayton mentions if this article, make sure to include an About Me email, Educational email, Q&A, Testimonials/case study email and a sales email. These five are the starting point of every funnel!
3) Choose the best tool you can afford, and know its features: don’t go for Mailchimp because it’s free. MailerLite is free, too, yet they’re very different.
Once you’ve chosen your tool, play around with it and test everything before activating any automation.
If this is the first time using that tool, go and check the help section, it can save you a lot of time!
Same thing if you’re switching from one software to another!
You may want to customise your confirmation email, and some software may “hide” or make it hard to find this option.
4) Use tags: once you’ve got people on your list, you may want to know a bit more about them:
- what they are interested in,
- where they live,
- what links they click on,etc..
the possibilities are endless, but we don’t need to go too big.
To give you an example, you may offer two, three or more freebies, so it can make sense for you to know what your subscriber downloaded because it gives you a specific information about his/her interest.
Or you could add a tag to all the people who click on your calendar to book a call: some of them may book it, some others no: you can send an email to all the subscribers who clicked on the calendar link, but didn’t convert (book the call) and offer them the call again.
5) Segment: once we get the hang of tags, let’s start to use them for real by segmenting our list. We already said we want to know the behaviour of our readers, if they click something, what they download, or maybe if they don’t get to open the email number 1, where you’re actually delivering your freebie!
So segmenting comes helpful here: you simply create a segment with all the people who didn’t open your email and send them a second one to remind them to check out your freebie. And you can do all this easily.
So, to summarise, an automated follow-up sequence can go a long a way and help you create that “know, like and trust” factor: these aren’t just empty words, but what you need to sell more effectively and with integrity.
If I’m in your list, and you show me you’re interested to learn about me, my interests and at the same time you tell me about your experiences and expertise, it’s easier to create a connection, even if we may never meet face to face.