You need to be writing email sequences that are automated and send out new subscribers so that they
can get to know you a little bit more.
Plus you can use sequences to sell your products and services.
This is the beauty of email marketing tools because it's all automated and this can be happening all
in the background while you do everything else that you need to do to run your business so that you
don't have to be sending specific emails on specific days to specific people all the time.
I mean you'd be spending your entire life doing this manually if you had to do it like that.
So with any email marketing tool you should be able to automate it.
There's different types of sequences that you can have you can have an introduction sequence that welcomes
people to your Web site to you and your brand and educational sequence where it's just if someone wants
to learn more about a topic you have a sequence of emails that helps them learn more about a topic you
have your product launches.
If you are launching a new product you can have a multiple e-mail sequence that you send people you
have your follow up e-mail sequence to people who have purchased a product to keep them engage to make
sure they're happy with whatever they've purchased.
Lots of different types of e-mail sequences.
Here's just a quick sample sequence that is sort of your typical e-mail sequence that I like to send
to people.
This is for people who come out and are brand new to my Web site or are brand new to one of my products
for example free course Osten them an intro email and then followed up with two educational e-mails
and these two educational e-mails are purely educational.
It's just additional content that will benefit them.
I followed that up with what I call an inspirational email.
This is an email that is not selling a product but it's selling the benefit of whatever product or service
I'm offering.
For example if I'm teaching a class on Adobe Premiere Pro video editing and I want to inspire someone
to learn this software I'll show examples of types of videos that people can create with software or
awls share an interview that they did with someone who uses Adobe Premiere Pro.
So this is the email that is not necessarily teaching them something new but it's inspiring them and
making them want to learn or to use the product that I'm about to sell them in the next e-mail which
is the soft launch which is an email where I first start to mention the product that I have.
It's still an educational or an inspirational email in essence but I mentioned the product.
It's not a hey check out this product.
It's only $99 you can get it here for 10 percent off.
It's more of an email where all follow up on that inspirational e-mail that I just sent saying hopefully
I hope you enjoyed that story about Joe Schmoe who learned Adobe Premiere Pro and now has a full time
job in the film industry.
Here's a cool tutorial on how to create better titles with Adobe Premiere Pro.
If you're really interested in liking the tutorials that I've been sending you I actually have a full
course for you that you can purchase where you learn everything from beginning to advance that kind
of e-mail.
I'll follow that soft softshell with another inspirational email to reinforce that idea and this may
is a testimonial from a student of mine a user.
How did the product change their life.
I might include a link to the product in this email maybe not because in the following up e-mail the
hard sell that's where I'm really it's just purely promotional.
There's no sort of fluff there's no education it's just hey here's this product.
I hope you've been enjoying these e-mails that I've been sending you.
If you want to take it to the next level purchase here just click here.
Explain how you purchased it.
And then of course a follow up.
This will probably look different.
If they purchased versus if they didn't purchase and convert it and most tools you can automate it.
So if someone purchases a product they might be.
Transition to a another sequence entirely.
Or you can usually add funnels to your emails.
So if on purchase then they wouldn't actually get the follow up e-mail that says are as wide in person
purchase the product that you promoted or whatever your follow up is to people who don't purchase.
But it's a good idea to have those follow up e-mails at the end of the day remember that the goal with
this sequence is to educate and inspire.
And if you can educate inspire the selling will be easy.
I'm about to show you actually some of my sequences that I'm using.
So you get a better sense of how I'm having success with this.
But a few quick things on how to write better sequences.
The first is to use evergreen content if you have YouTube videos or blog articles that you think are
really high quality and are related to this sequence create a whole email about it maybe use that as
sort of the base of your e-mail.
And if you want you can have people clicked to the article or to the YouTube video.
This is a great way to keep that old content that is still high quality alive and just getting people
aware of it.
There's no reason to try to re-invent the wheel if you've already written about these topics.
Just use a blog article that you've already created.
Personalize it with their name most times with this software.
During the Opt-In form people will submit their name so in the emails that you sent you can personalize
it to that person's name.
So the email isn't just hey this is an email blah blah blah whatever you say it's.
Hey Phil hope you're doing well today and you include their name in that e-mail itself and try to make
it more personal that way.
Another tip is to send it at the right time.
This is going to depend on the e-mail tool that you're using.
But some of the tools allow you to set when e-mails go out and there's lots.
I'm going to actually include some links to articles that explain all of this but there's a lot of research
that's been done into when the best time to send an email there is sort of an aggregate article that
I recently read.
They did a lot of research from many different sources and they found that Tuesdays and Thursdays at
10 a.
M. is a great time.
Now 10 a.m. that's different for people all around the world.
But if you can you can send it at 10 a.m. no matter what time zone people are in.
That's one of the cool things about some of these email marketing tools not all of them have it yet.
Otherwise think about where most of your audience is if most of your audience is in the United States
sending at 10:00 a.m. Eastern Time is a great idea because that's when that's where most people live
I believe about half of the people in the United States live in the eastern time zone.
There's a lot of people on the West Coast and Pacific time.
But even still sending at 10:00 a.m. Eastern time will result in a 7 a.m. Pacific Time e-mail so it'll
be the morning.
And that's where a lot of people are who have money to spend.
So really for most businesses 10:00 a.m. Eastern Time is a good standard but it might be different depending
on your niche.
Some people found that sending on the weekends is really good which is sort of weird because you wouldn't
think that sending emails is a good idea.
On the weekend is a good idea but some people found that they had higher click through rates and higher
open rates on the east on the weekends maybe because people have more time so it's a good idea to test.
And the great thing about these tools that you can analyze the success of your e-mails by seeing what
the click through rate was when the open rate was and you can see OK if I set this type of e-mail this
time did do good or not.
So you should be looking at your analytics to the last quick tip is to test different subject lines.
I'm going to be talking and giving more tips about subject lines in the next lesson and some tools like
convert kit you can actually do AB testing with subject lines which is one of my favorite things about
convert kit.
You can actually test two different subject subject lines and what happens is convert kit will send
out your e-mail to a certain percentage of the people receiving the email and then they'll see after
like three or four hours which subject line worked best and based off of that data they'll send out
the rest of the emails to the list that you're sending to with subject line that converted better.
So let's dive into convert kits so we can see some real world examples of what I'm doing.
Here is my online course masters behind the scenes account I just launched this account.
I have about a thousand subscribers for about a month and a half or so.
But there's a few sequences I launched this brand new free trial of my master class.
And so whenever anybody subscribes they get this free masterclass.
For example when someone listens to my podcast and joins to the podcast page they get on this podcast
sequence.
If someone attended one of my webinars I'll put them on a workshop sequence.
This is a follow up to the webinars that tries to ultimately promote the master class.
And this is the master class purchaser's So this is a new product that I launched about a month ago.
So far we've had 11 people signed up for it.
So pretty darn cool for this specific program.
And you can see the open rates and the click rates for these different sequences.
The open rate for the master class free trial sequence is super high and that's because this is a challenge
base sequence.
So it's basically a six day or five or six day sequence that people get.
And it's a five day challenge for people to get started with teaching online.
So when people sign up for this they know that they're going to be working hard for the next week.
And that's why I believe the open rate is higher.
The master class is super high open rate because these are people who actually purchased and paid a
premium price.
The pauca sequence is also relatively high and that's because this is specifically targeted to people
who listen to my online course Masters podcast.
Before this used to be the same sequence that people got when they signed up on video school online
and a lot of people go to videos go online who aren't interested in teaching online.
So the open re and the click rate was really low compared to this new sequence that I set up.
And so I'm really actually happy about the open rate.
Let me just show you for example the master class free trial sequence.
So here this is how it's set up in convert kit.
And again I know this isn't going to be the same for everyone but you can see that I've got a welcome
email and then each day I send them the steps to for the next part of the challenge.
Every e-mail I have an action item which usually is to click on something to watch a video and then
ultimately here you see that I have my sales pitch down here.
And if someone doesn't get the purchase the product I send up this what did I do wrong.
And this is a great subject line that works really well.
I get a lot of responses from this from people who actually respond and talk to me about what I did
wrong or why they didn't purchase.
And that gives me a lot of feedback to improve my product my pricing and how I sell my different products.
You see here in Connecticut there's this funnel.
And what happens is that if anyone has actually purchased the class they don't get this email because
that would be awkward if you purchased the class and then I'm asking you what did I do wrong why didn't
you purchase this.
That wouldn't make sense.
So that's just one of the real world examples of how that worked.
The podcast sequence here you have this is a pretty much purely educational sequence.
I just have some inspirational stories some tips and advice three ways to get better reviews although
she need to start teaching online nine ways to validate your online course idea at the very end of this
sequence I do promote my master class and that's really all the promotion that I do in this sequence
here I have switched over to my video school online account and you can see all the different sequences
that I have and you can see that it contains information on the subscribers that are part of these different
sequences.
Some are sequences that are built for people who enroll in my free classes.
Others are just sequences that I've used in the past with different lead magnets or optin forms.
And ultimately what I think you should do is to go to your competitors Web sites people who you want
to emulate and compete with and sign up for their email sequences see what they're doing.
See how you can improve upon their email sequences.
Doing it your own way of course not copying but just using them as inspiration.
Now in the next lesson we're going to be talking more about how you can increase your open rate with
better subject lines.