An email sequence is an integral part of your overall email marketing strategy. While the goal of your email sequence depends upon the specific objective, you want to achieve. Quite often, marketers use the email sequence for the following reasons:
- Have already launched a product or service. Use email sequences to educate your target audience about the benefits of your service or product.
- Build long-term customer relationships. An email sequence is a great way to make a personalized connection with your prospects and engage with them well. It improves customer satisfaction and convinces them to become long-lasting customers.
- Have a long list of prospects over some time. A cold email sequence can help you turn them into buyers by convincing them to take action.
Concise, to the point, and short emails without fluff work well. If you create boring emails, you will fail to provide value and communicate necessary information. As a result, you will end up wasting time & money.
Whether you are incorporating an automatic email sequence or you've just planned to start your email sequence for a newly designed product. Here's a list of things you should remember to make the most of it.
Focus on features, not benefits
People are getting busier every day and are least interested in reading anything that doesn't offer them value. Suppose you start explaining features in your email sequence and overlook mentioning benefits. In that case, it's less likely that they will read it, and ultimately you will leave a lot of opportunity on the table.
So what does that mean? Explaining benefits rather than features creates a win-win situation. If you start explaining the features, what makes you a great company, and your accomplishments, the user will never take another chance to go through the email entirely.
Remember, every time people read something; they always look for what it is in for them (WIIMF). So be mindful of that. Rather than explaining the features, please explain how the target audience will benefit from your product/service, & how your product/service will solve his problems, etc.
Never be boring
A boring email sequence leads to failure, which means poor open and click-through rates. Here's how you can ditch a boring email sequence and create a very engaging and result-driven email sequence
It's about them, not you.
When writing an email, use layman's language and avoid using internal business language. Don't confuse what you want with what costumes are looking for. Use language that is relevant to them rather than you.
Make your content ‘sticky'
Remove any of the cliche languages that you have been using. The goal is to grab the audience's attention so that the message sticks inside their minds for longer. If your audience reads the news, and a minute later, he has no clue of what he read; it's of no use. And that's why people put so much effort into creating marketing slogans and making advertisements that bring results. They work because they are sticky.
Your reader doesn't have an emotional attachment to cliche; he's interested in knowing the simple language that speaks to him. Expressing yourself uniquely is the best way to engage your audience.
Express opinion and use colloquial language
While writing an email, act as if you are speaking to the reader in real life. Implement the same way you'd be doing when talking to your friends & family otherwise. Have a strong opinion about something, and stand by it. Be authentic, and don't waste time trying to be good enough to be accepted by your audience. Don't be wishy-washy. People will lose interest if they don't know what you stand for.
People love to listen to stories that they can relate to. These things do not necessarily have to be relevant to the business but rather something they can tell in their personal lives. Just everyday things that might interest your audience.
Your subject line is essential
Your email marketing performance is highly dependent upon your chosen email subject line. The email subject line is the first thing your prospect will see. As soon as he sees it, he's going to make the decision right away whether or not to open the email. That's why 47% of marketers test email subjects repeatedly before they can send them.
A great email subject line increases click-through rates. Regardless of your end goal, here's what makes an email subject line more compelling.
People are geared toward taking actions where they sense urgency. You can start the same practice in your email sequence and add this to your email subject line.
For example, adding the starting and ending dates of ongoing sales can entice the audience to take action because it makes them feel left behind.
While a sense of urgency entices the audience to take action for good, maintaining a sense of mystery is an excellent way to create curiosity that results in good email open rates. Make sure anything you do is related to your brand, or your emails will end up in your spam folder.
People love free stuff! If you understand this simple human psychology, you will create an effective email sequence that works. It's great to offer free stuff occasionally because people love new experiences and things, mainly when they are free. Include the word “Free” in the subject line and see the results.
For example, if you've just launched the home depot health check app and launched free training, mention it in your email.
Personalization, relevance & timeliness
A timely email that's relevant and personalized can do wonders. Imagine sending a customized email to a working mom addressing how to make your Sunday special by following yoga tips at home on a Sunday morning. The reader is already sold.
The only way to prove statistically whether or not your email campaign is successful is through A/B split testing. It sends two emails to two diverse groups to identify the winning version. I.e., the one with higher open rates and click-through rates. It is another way to compare and evaluate two different things.
Marketers do the A/B split testing to know the following:
- Which subject line has excellent open rates
- Whether or not the target audience is drawn to visuals, including emojis, animations, etc
- What kind of language entices them to take action
- What type of email copy drives more conversions
Here's a straightforward way to do the A/B test:
Decide which variable to test
Once you decide on which variable to test, create various versions of it and send it to two different sets of groups. So what can you try?
Check out different versions of your email with various subject lines.
It includes using various layouts, elements, and other designs for your email campaign. You can try out simple, sophisticated, or complex techniques to see your audience's reaction.
According to studies, emails that include the element of personalization have 14% higher open rates than those without personalization. That's why many brands like Dropbox leverage the power of personalization to improve the chances of email success.
Incorporating a positive tone in your copy is a powerful way to engage the reader's brain. Study shows that positive language improves the email conversion rate by 22%.
Have a Call To Action
A great call to action goes a long way. It is critical to the success of an email marketing campaign. This powerful strategy separates great emails from good emails. CTAs are why your prospects lead the way to becoming a client.
No matter what kind of email you send, whether it's a welcome email, an informational email, a marketing email, a newsletter, or a thank you email for making a purchase, your email should include a clear, concise CTA that's relevant.
It's what entices the target audience to take action; here are some great tips for CTA.
- Offering something for free? Mention that in CTA
- Use CTA to create urgency, if you are offering something that's time-bound
- Never add the same CTA two times in the email; it makes it redundant. If you necessarily need to add a second CTA, give it a different weightage by giving it a different color & placing it creatively in your email.
Call to action placement.
Your reader should be able to see the call to action button without actually scrolling down the page. But again, it's not a rule of thumb. Use your creativity, common sense, and imagination to place the CTA to make the most of it.
The design of the CTA should stand out. Add appealing design elements that encourage your audience to take action. Choose font and color as per your business branding.
The size of your CTA matters; check its preview before you could hit the send button.
An effective email sequence results from carefully implementing creative ideas that are proven to bring great results. The goal is to have great open rates and engage the audience to take action. Implement these tips mentioned above to leverage the benefits of your email sequence and email marketing.
You already have great ideas; it's time to implement them, so dig deep into them.