Hunting through different valuable resources, I finally came up with 5 types of email that are a must-have for any conversion funnel. (as far as information products are concerned, it may be different for physical products). I am sharing this sequence below and would love to hear your opinion on this:
(Please note that it is up to you how many emails you send for each type. For most people, even one email of each type will do the work.)
1. Seduction Email
(Miss this email if your email list is old enough and your prospect knows who you are)
The purpose of this email is two folds: (1) Create a mindset that people start knowing you. Who you are? What's your story? Craft your struggle/story in the most intriguing way possible. (2) What's the value of being in your list? What to expect in future? Narrow down your niche and talk about what makes you different than others.
As I have already said, it's up to you how many seduction emails you would like to send. Generally speaking, one will suffice.
2. Tease Email.
Purpose: Setting the context of your launch.
In this email, you will start talking about the "subject of your launch." In other words, you will present the PROBLEM and discuss its SOLUTION. For example, if you are a weight loss expert and want to launch a program on hormonal imbalance, you should start talking about hormonal imbalance - describing its prevalence and how most of the obese people exercise their butt off only to find later it was all due to hormonal imbalance.
Press on the pain points. Present some solutions too.
Two important things: (1). Again, the number of tease emails vary from product to product. However, you must think about sending at least 2 tease emails.
(2). There must be a continuation line at the end of your tease email. For example, in the example given above, a continuation line can go like this "P.S Next week, I am launching my most comprehensive program on hormonal imbalance - something you won't find anywhere else (I will show you how). Stay tuned."
If you are a regular email reader, you are probably aware of the power of 'P.S'. Put it into action here!
3. Prime email
Purpose: Segmenting your audience between those who are interested and those who are not.
In prime email, send your list a launch trigger where they start signuping. Typically, you ask people to signup for a webinar that is related to the subject of your launch.
Launch trigger segments your audience beautifully. At the end of the webinar, you launch your program/product, open your cart(for a while), and allow the sales to start rolling in!
(Webinars are usually conducted for higher priced products. If your product is low-priced, you can miss this email and move forward. However, it may(or may not) effect your sales.)
4. Pitch Emails
Purpose: Job of your pitch email is NOT to sell, but to sell the CLICK only (to your sales page).
- Describe your offer - the value of your program.
- Why should they take your offer?
- Why now? (Because the cart will close soon).
Common mistake: People copy-paste their sales page.
5. Nudge Emails
Purpose: To push those people who are just on the edge.
Nudge emails are written to bring your prospect closer to a sale. Generally, these emails answer the most common questions related to your program. One important component of nudge emails is: Creating urgency.
Humans are natural procrastinators. So, deal them accordingly. Create bonuses for those who buy within next 6 hours. Or, more commonly, mention the number of hours left before the cart closes forever, never to come back again.
This is my email sequence blue print for conversion funnels. I would highly appreciate if someone wants to expand on it or suggest more improvements.