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 sequence 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 a long-lasting customer
- Have a long list of prospects over a period of time. An email sequence can help you turn them into buyers by convincing them to take an 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 that you should keep in mind to make the most of it.
Let’s get started!
Focus on features, not benefits
People are getting busier every day, and they are least interested in reading anything that doesn’t offer them value. If you start explaining features in your email sequence and overlook mentioning benefits, 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 what are your accomplishments the user will never take another chance to completely go through the email.
Remember, every time people read something they always look for what is it in for them, (WIIMF). So be mindful of that. Rather than explaining the features, explain how the target audience is going to benefit from your product/service, & how your product/service is going to solve his problems, etc.
Never be boring
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
Whenever you are writing an email, use a 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 a longer period of time. If your audience reads the message, and a minute later he has no clue of what he read, it’s of no use. And that’s the reason why people put so much effort to create marketing slogans and making an advertisment that brings 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 in your own unique way 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 speaking 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 won’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 things that they can relate to in their personal lives. Just everyday things that might interest your audience.
Your subject line is important
Your email marketing performance is highly dependent upon the email subject line that you choose. The email subject line is the first thing your prospect is going to 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 the reason why 47% of marketers test the email subjects again and again before they could actually send it.
A great email subject line increases the click-through rates. Regardless of your end goal, here’s what makes an email subject line more effective.
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 the 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 a good way to create curiosity that results in good email open rates. Just 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 end up creating an effective email sequence that works. It’s great to offer free stuff once in a while because at the end of the day people love to have new experiences, and things, particularly 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 launching some free training about how to use it, just mention it in your email.
Personalization, relevance & timeliness
A timely email that’s relevant and personalized can do wonders. Imagine sending a personalized 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 is the process of sending two different sets of emails to two diverse groups to identify which one is 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:
- Which subject line has great 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 kind 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 actually test?
Check out different versions of your email with various subject lines.
It includes using the various layouts, elements, and other designs for your email campaign. You can try out simple, sophisticated, or complex designs 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 brain of the reader. 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 the reasons 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 actually 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 the email 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, a bit of common sense, and imagination to place the CTA to make the most of it.
The design of the CTA should stand out. Add design elements that are appealing and that would 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 is a result of carefully implementing creative ideas that are proven to bring great results. At the end of the day, 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.