Email marketing is one of the most effective ways to stay in touch with your customers. But, if you are doing it wrong, you could be losing them instead. The key to successful email marketing is developing an email sequence, that’s why we are going to show you email sequence examples and how to modify it.
Have you ever wondered how companies like Groupon, AirBnb and Uber can send you a series of emails that seem to be catered specifically to your needs?
They are using email sequences. It is an automated marketing tool where the same piece of content is sent out at a regular interval with a pre-determined cadence. In this blog post, we will tell you everything you need to know about developing your own sequence with some email sequence examples.
Email sequence example and what it is.
In an email sequence, a writer or company sends out multiple emails to their customers or potential customers. All of these emails contain useful information and/or advertisement(s) and form a cohesive and thought-out piece.
A series of emails may be based around one topic while others may vary in the topics they cover. If you've ever done your shopping online, then you will easily understand how different emails can benefit both companies and customers alike.
One email sequence example is Nike. For instance, if you're interested in buying a new pair of running shoes online from Nike for yourself, why not sign up for their weekly "Find Your Greatness" sequence about sports motivation?
The individual emails are all related, but each one also contains unique content that motivates the reader to purchase something from them.
whether it's just getting people excited about sports by quoting famous athletes or inspiring oneself to become better through reading motivational articles, or promoting future events where the reader might be able to buy new shoes, become healthier, and have a great time.
However, even if the customer doesn't sign up for the "Find Your Greatness" sequence from Nike or some other company selling running-related products, that person might still visit their website to find out more about their products - whether it's to learn more about their shoes before buying them or looking into participating in one of those future events.
In this way, each individual email in the series is useful and relevant but they also tie together as a cohesive unit with different articles and information contained within each one: all designed to get you closer to buying something from Nike (or any other store).
At the same time, if you don't want to buy anything from them, you can still get the information in the emails and use it for your own workout motivation.
In short, sequences are useful because they provide a company or business with an opportunity to spread their message out over time - sometimes this is done through any number of different autoresponders that send out a pre-written series of emails at specific intervals for a predetermined amount of time.
Other times companies write each individual email themselves then link all of them together into one cohesive unit that may contain multiple advertisements leading up to a final call-to-action.
The point is that as long as the series contains relevant content throughout all the individual emails, there's very little between writing your own sequence and signing up for an autoresponder that guarantees ROI (return on investment).
How can you use email sequences?
Nowadays, most companies will offer emails as part of their marketing strategies, including online stores like Nike who offer special discounts to those who sign up for motivational emails or other product advertisements.
Other types of businesses can use it in a variety of different ways ranging from simply sending out announcements about events (e.g. store openings, new products being released), promoting relevant articles on topics relevant to their business or industry, or just giving information about what's happening behind the scenes at the company itself without spamming customers with each individual update via social media sites etc.
If you run your own small business or are thinking about starting something new, emails should be at the top of your list when it comes to promotional marketing strategies.
This is because following an effective sequence not only provides you with possible leads for whatever plans you have in mind (i.e. selling products), but also allows you to maintain contact with customers and keep them excited about what's happening inside your company.
As long as you offer high-quality information that interests them or supports their lives in some way, it will not only improve customer relations, but can serve as one of the most effective marketing techniques used by any business out there today - whether it's a large corporation like Nike or a small startup like yours.
For example, you can use a typical sequence to tell your subscribers about certain events coming up, send them links to articles they might find interesting for informational purposes, or just give them some tips on how they can get more out of their experience with your business by using the information in each individual email.
However, even though it's a great idea to have an sequence in place, you must remember that every business is different and the nature of your content will greatly affect what type of emails you send out.
For example, if your company is more event-based or functions around certain releases then sending out announcements about those events would be a good way to interest customers who aren't already subscribed.
If you're selling products online however, it might be better to use autoresponders to send out coupons they can use for discounts on their purchases - either one of these strategies can work well depending on how you word the messages themselves.
What's important here is recognizing that most people don't want their inboxes filled up with advertisements from companies they've never even heard of before.
What are the benefits of using Sequence Emails?
They can help grow your list into something that regularly engages with you on an ongoing basis, without feeling too pushy or sales-y. If done well, they can turn subscribers who never open your emails anyway – into people regularly looking out for your new content every day.
Sending multiple emails also gives you more space to sell visitors on your offer, and to give them the information they need to become a customer.
It's far more efficient than sending one message that tries to do everything at once; which can easily overwhelm people into not reading it at all.
Sequences are also great for getting an idea of what you should be sending on a regular basis, based on how many emails your list wants (and when!).
Running separate campaigns every day or week is a bad idea – but sequences allow you to convert highly interested readers who might open multiple messages from you, without overwhelming those who only want email updates every few days.
Types of Email Sequence
There are typically 3 types of sequence that are usually sent out over a period of time and the purpose is to provide some sort of benefit to the audience reading them.
The first type is autoresponders.
Autoresponders are almost like set-it-and-forget-it tools because they do all the work for you, automatically sending out marketing messages on predefined intervals until you decide to stop it, or it up with something else (i.e. convert it into an email course or marketing funnel).
Sequences are successful because they give the audience real value beyond the reason why you initially started talking to them. They usually do this by providing information on topics that your market is actively searching for, giving tips and strategies, breaking down complicated ideas into bite sized pieces, etc.
It's important to note that the type of content delivered in these emails should vary because if you send out a group of 5 emails that have the same general message then your audience will stop paying attention after the first one delivers no results!
2). Email course
The second type that you can create is called an "email course.". An email course is different from autoresponders, in that you can add a much higher level of personalization when talking to your audience.
Let's say that you have a list of people from all over the world who are interested in making money online or learning how to promote their business better, and so on and so forth. You know this because they signed up for your newsletter and provided their contact information.
However, what you don't know is exactly what these people want right now, let alone next week. That's why we send out an email course: we get to speak directly into our audience's mind because we've done research about them beforehand!
3). Marketing Funnel
The third type is called a "Marketing Funnel". A marketing funnel is a sequence of emails that your business uses to turn people who are interested in something (i.e. an autoresponder) into paying customers.
These people might be on your email list for many different reasons, but the most common ones are: they subscribed because they were curious about what you had to offer or they purchased your product/service and wanted more information, or because somebody referred them to you.
The best way I can describe this is through an example: Say you just finished creating an eBook with 10 tips for making money online, then maybe you'd want to send out an autoresponder series that talks about 5 of those tips every couple of days for 7 days straight.
Now, those people who read your autoresponder emails and didn't purchase the eBook might be interested in learning more about what you had to say or they might want to learn "more" and that's when we send out the Marketing Funnel.
The first email of this funnel is called a "warming email". This is where we introduce ourselves and provide people with some value for free (this could be an eCourse, a video series, etc).
It's important to note that this sequence can actually lead down many different paths depending on how well it performs for you!
To tie everything together: think about an autoresponder as something you set up once and then let run on autopilot until you decide to turn it off or change something about it. If you want to dig a little deeper and really get the most out of your email lists then you should consider creating an email course as well as sending out marketing funnels.
How to get started with email sequence?
Are you wondering where to start? Don't fret - I have a few tips! First up is my favourite question of all time: how do I get started with an email ? Let's figure it out - here are the most important things to know!
Step #1: Decide on A Length For Your Email Series
There are some pros and cons of choosing different lengths of emails.
Short-form emails (e.g. three or four parts) are perfect for beginners who want to see results quickly. If this sounds like you, keep in mind you'll only have to write three or four emails total. Yay!
Medium-form emails are great for professionals who want to share more valuable insights with their list subscribers. The nice thing about medium length email series is that they're easier on your brain because you don't have to write as much content.
Long-form email series are perfect if you're looking for something long-term , super informative, and thorough . It's also perfect for those of you who enjoy writing (I fall into this category!).
Step #2: Plan Out Your Emails Before You Write A Lot Of Content
You may not realize it, but a little prep work goes a long way for email list building. When you're writing an email , there are three main things you have to do: research, write content, and schedule your emails.
I'll walk you through this process so that creating an email series is as easy as possible...
Research - before you write one word of your emails, spend some time reading other people's content in your niche. Also spend time looking at stats about what works and what doesn't work in terms of social media marketing.
Don't just play copycat though because this won't help you stand out from the competition. Instead, take a look at what other people are doing and be inspired to do something different or better .
In fact, if you follow my advice then this "better" thing will actually come as a result of collaborating with your list. I'll explain more about that below...
Once you have an idea for an email format , write content - here's where you turn those ideas into reality! Although it may seem like a lot of work right now, remember: quantity trumps quality (yep, we talked about this earlier).
It doesn't matter how long or short your emails are; they should contain useful information and insights for your subscribers. You can edit them later; there's no need to stress out about this part yet!
Finally, schedule your emails - by scheduling your emails , you'll be able to work on other aspects of your business while the messages are being sent out for you.
I highly recommend using an email marketing service so that someone else can handle all aspects of list building, formatting, and sending messages.
Step #3: Collaborate With Your Subscribers To Make A Long-Lasting Relationship
When it comes to building a successful email list , there's one thing you have to remember: relationships aren't just one-sided. Sure, you may be sending messages to your subscribers but they're also sending messages back too.
Instead of writing your email series in a bubble, try to think about what your subscribers want. This means creating content that is exclusive for them based on their interests and needs. You can do this by asking questions at the end of each email or even reaching out directly.
Step #4: A/B Test Your Emails For Better Results
Now that you have the basics down, let's talk about actually implementing everything. Here are some tips when conducting A/B tests for better results ...
First off, write one version of an email then send it out to 50-100 people on your list (if you're just starting out then send it to everyone). If you notice that people are opening/clicking more in one version of the message rather than another , keep this in mind for your next email.
Then, do some research by asking around or looking at other resources online. Make sure you're testing the right things.
For example, testing subject lines is crucial so be sure to include the most important information.
Finally, if possible try split testing within different locations or time zones. You can use Facebook ads or similar tools to drive traffic to specific messages that you want tested
In conclusion, having an email sequence set up can be a huge benefit for any company who wants to expand their customer base while still maintaining communication and support.
And since they're relatively cheap and easy to implement into existing promotional strategies without running into many legal problems (unlike sending unsolicited commercial email, or spam), there's no reason why you shouldn't have one in your arsenal if you don't already!
So instead of letting another day go by without taking action, start thinking about what you can do to create a well-planned sequence for your company.
Not only will this improve customer relations and promote better communication between employees, but it might just be the secret to growing your business - and who doesn't want that?
If you follow this advice, I think that your customers will come back for more.
You could also get repeat purchases from them or even encourage them to tell other people about your business because they like what you're doing for them (by giving great deals). Either way, it will be well worth the effort!