Following Up: For Sales Funnels That Work
You’ve planned out your sales funnel, you know where the content goes, and you know what your prospect is looking for… What’s next? You know that emails come into it, but what do you write? When do you send them? What’s next?
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Let’s take a look at a typical follow-up sequence for a free opt-in series. In this example, your reader would like to attend a training that looks beneficial to them and their business. In the days that follow, you’ll want to stay in contact with an autoresponder sequence that automatically sends email at specific intervals.
Email 1: This is going to be the first email that goes out after the prospect confirms they want to stay in touch with you and understands you will be following up with them. It should give the reader access to your expansion pack, and your free webinar. You will need to follow this with a couple of reminder emails if the event is live.
Email 2: This is the replay email for a live event, or the first follow-up if the original was a replay. In this email, it’s a good idea to offer few bullet points of what they learned, encouragement to watch the replay (if you can legitimately say it’s only available for the next few days, even better), plus an offer to purchase the training program.
Email 3: A few days later, you’ll want to follow-up again. This time, consider including a case study of someone who used your training program. When combined with a great offer, reading about the results someone else achieved can be a powerful motivator.
Email 4: Use this follow-up message to remind readers that the replay is going away (if it is), and also to answer any objections. For example, you might list some FAQs or even questions you’ve received about your refund policy, who the program is for, or payment options. Remind them about the offer.
Email 5: This is your final reminder that the offer is going away soon. At this point, you may want to encourage the reader to email you with any questions that they might have.
Email 6 and beyond: If your reader reaches this point without buying, then it may be that your product is just not right for her, right now. From this point forward, you should continue to stay in contact by offering great information, case studies, tips and other interesting content, but also to offer other products that might be of service to her.
One important thing to remember about this email sequence: if your reader buys your program at any point, you must remove her from this sequence. It will make no sense for her to get email #5 with that final offer reminder if she purchased your program after email #3. Most autoresponder services, such as Active Campaign, have automation built in that allows you to move subscribers from one list to another based on their actions, so be sure to set that up as you’re building your funnel emails.
This kind of hand’s off approach to email marketing is what will help you build a profitable sales funnel that helps your audience as they pass through it.
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