We are really excited this week to be introducing Nathalie from New Software Marketing. She is an Infusionsoft Certified Partner and specializes in Sales Process Automation, Marketing Automation Strategy, WordPress Development & Ecourse setup.
Natalie is going to be giving her secrets on setting up a high converting email nurture sequence today and I am super excited, so lets just DIVE IN!
Now more than ever, it is critical that every business not only builds a list of potential buyers, but engages with them as well. Your job is to guide them through a sequence of emails that will lead them to eventually purchase from you.
Gone are the days when people purchase blindly. Now they want to get to know you.
It is very important to spend time writing an email nurture sequence that will help them get to know you and see you as an authority in your field.
Your prospect goes through different phases while on your email sequence. They start as a lead who signs up to one of your freebie, then move on to be a fan, and if you do it right, they become a customer.
That’s what I call building the Trust Ladder.
Your lead needs to get to know you, like you and trust you, so that when you show
them your offer, they’ll want to buy .
So let's get into it!
How To Write An Email Nurture Sequence Which Converts
1) Get The Right People In Your Sequence
That sounds pretty obvious but in order to convert leads into buyers you need to be very clear who
your ideal client is, where they are and what pain or problem they have that you know you can solve
with your program, product or service.
In order to attract the right people, you need to think with the end in mind: what you want them to
eventually buy. From there, define a freebie or lead magnet that you know will help them get closer
to solving their problem and therefore buy from you.
2) Choose Your Lead Magnet Wisely
In order for your lead magnet to be efficient it needs to:
- Provide value to them NOW
- Be easy to consume
- Provide a tangible result
- Help them see you as an authority in your field
- Make them want to learn more from you
- Give enough but don’t give too much.
Yes there is such a thing as giving away too much, if you overwhelm your subscribers with too much free stuff they won’t be ready for the next step which would be to purchase your product, course or service.
3) Have A Clear Call To Action In ALL Emails
That is really important. You need to get your subscribers to engage from the beginning.
From the first email you send giving them access to your free piece of content, make sure you ask
them to hit reply to let you know they got it.
Not only does it help build that relationship, it also ensures that you are not going to be put in their
Here are some call to actions you can use;
- Hit reply to answer a very easy question
- Get them to click on a link to checkout an article or watch a video.
The more engaged you’ll get them the better chance that they’ll keep reading your emails and that
you’ll build that relationship and trust.
4) Make Your Email Personal So They Can Relate
"People want to do business with people" - Nathalie Lussier
I love that quote because I think that in the end, all people want is to connect.
I heard the other day that an insurance company did some stats and found out that a lot of their
customers were leaving not because of their service but because of the lack of relationship with
their agent or agency. They had absolutely no attachment to them.
I truly believe that the more you can integrate your story into the sequence (without getting too
personal although some people really go deep…) the easier it will be to connect with your audience
and attract the people that you are meant to work with.
Not to mention it will make your non ideal client go away which is exactly what you need.
5) Build The Know You, Like You, Trust You Factor Into Your Email Sequence
The first thing that your sequence should do of course is to deliver on the promise. Thank your subscriber for signing up, tell them what to expect and give them a link or login to the free piece of content they signed up for.
From there, if they are completely new to your list, I suggest you send them 2-3 “discovery emails”
where you can talk more about you, your business and why you’re doing it.
This is to help them get from the "know you" to the "like you" stage.
That’s where you’ll share your best stuff: any guest blogging, interviews you’ve done that can help
them get to know you. (I also send them more freebies that are related to the same topic.)
You can then start a series of engagement emails that provide more valuable content to your subscriber and moves them closer to the “trust you” stage. Another rung on the ladder!
The purpose of these series of emails is so your subscribers can see what you have to offer (free and paid) and if that’s something they could learn from.
6) 3 Angles You Can Use To Get People To Buy
There are 3 angles that you can work on when it comes to asking for the sale: Gain, Logic and Fear.
Here are examples of what they could look like (very simplified but you’ll get the idea).
- Gain: if you join X you’ll gain A,B,C and will be able to do 1,2,3
- Logic: Sounds like you are interested in learning about X, I teach X, join us and signup here!
- Fear: These emails are typically scarcity based : price going up, limited seating or limited time
7) Address Objections Upfront
When you do your homework and work on your Ideal Client Profile (also known as ICP or Avatar),
you also need to search for the possible objections they’ll have when it comes to buying. If you
don’t know their objections, talk to people and find out.
Usually they are things like:
- Is it for me?
- Will I have the time?
- Will it work for me?
You shouldn’t wait for people to tell you what their objections are. Instead, address them before
they come up and get them out of the way in your email sequence.
These emails work very well towards the end of the sequence when you’ve made your pitch and
they didn’t buy, sometimes all it takes is a little extra push.
8) Share Testimonials And Social Proof
Adding testimonials and social proof is going to drastically increase your conversions for sure. It
not helps build your authority and shows that past clients got results. And if they can identify
with them, they’ll be more likely to buy.
An ideal format of testimonial for this could be :
- Before I worked with Nathalie I was….. After going through her course I am…… Before and
After work really well.
People want to hear success stories. If you don’t have any because it’s a brand new product or
service, you can share testimonials from people that have worked with you in the past or even
testimonials from your peers.
I hope you enjoyed these little secrets and I’ll leave you with this last piece of advice: You’re not
selling a product, a course, a service or a program.
Write your email sequence like you’re selling a solution.
We would love to know if you've ever written an email nurture sequence before and if you have any tips that helped you in the comments below.
Written by Cheryl Clarke Chief Happiness Officer & Director Of Ginger Marketing