Email Marketing Campaigns 101

Email marketing Campaigns

Do you sell by email?

If so, have your email marketing campaigns been hitting their mark? Or falling flat?

Because if your results have been lacklustre, one of the problems might be the sequence of your emails, or lack of.

You see, it doesn't matter if you're the very best copywriter in the world,

And it doesn't matter if you have the greatest offer known to man...

It will all be pointless- if you're not sending your emails in the right order.

Read on and I'll tell you exactly why that's the case AND I'll show you the only 5 email sequences you'll ever need to know...

If you want to be able to extract the maximum amount of cash from your  list, you're gonna want to read every word of this post.

Before we get into the correct order for sending messages, I'm going to back up and explain my first statement with a metaphor.

Simply replace "best copywriter in the world" with "best looking man in the world".

Instead of "make a sale"... let's say your goal is to get married.

If the best looking man in the world (not me, I'm 3rd) were to walk up to a random woman in the street and ask for her hand in marriage.

Just how many do you suppose would say yes?

Let's say 1% agree.
It could be for any number of reasons: she could be desperate, lonely, crazy, or drunk or on drugs.
Maybe it's hormones,  raw attraction, or even an amazing pickup line.

Whatever the case, it doesn't really matter.

Why's that you ask?

Because 99% said no!

(of course, in this example you would only need one person to say yes as marriage is supposed to be forever).

Here in the real world, any sane person would probably have a few questions, like...

Who are you?
How do I know you're not a psycho serial killer with a freezer full of women's body parts?

As Dan Kennedy would say, it's simply a bridge too far.

Funny enough though, that's the equivalent of what most people are doing with their email list.

There are no introductions, no casual flirting, no first dates, no wining and dining.
They just get straight to business...
and like a thief in the night,
after their first sale they're usually out of there and onto the next poor sap.

Their email marketing campaigns look a little like this:

"Hey I'm Ben, wanna get hitched? No? Last chance to get married.. Going once, going twice, fine you lose! On to the next one!"

Does that sound like you?

I hope not.

If it does, here's your lightbulb moment: a business relationship with your customer isn't that much different from the above dating example.

If you're the best looking man in the world and you start off with "Hi my name is Ben, would you like a drink?"

And from there you escalate to asking for the phone number, asking them on a date, going for the first kiss, the first... you know, and THEN marriage.

You're going to have much more success.

Because the secret is in  systematically escalating the level of commitment.

And in your case, commitment from your customer comes in the form of their time or their money.

So with that out of the way, we can get down to the reason you're here.

The meat and potatoes of email marketing sequences.

There are five total.

The first one for you to understand is...
the Indoctrination series.

Think of it like introducing yourself and offering to buy the girl a drink at the bar.
You want to put your best foot forward, so to speak.

With that in mind,

The indoctrination sequence is usually 1-3 emails and it has a few functions.

It should give valuable content first to establish goodwill with your subscribers.
(I define goodwill as being the amount your prospects know, like, and trust you.)

The indoctrination sequence also serves to establish your credibility and authority.

Beyond that, you want to welcome and introduce them to you and your brand.
The new subscriber should be reminded exactly what's in it for them to be on your email list and what to expect.

Also, you will want to tell them what to do next. Usually this means getting them to whitelist your emails and possibly create a separate folder for your emails so they don't miss out.

The next of the email marketing campaigns is the engagement sequence.

Think of it like asking for the girls phone number and then out on a date.

An engagement sequences role is to get the new subscriber to, as the name describes, engage with your content, your CTA's, and ultimately buy.

Depending on how big your ask is, you can employ a number of different engagement sequences.

If your next logical step is a rather large one, you can use a nurture campaign to build more goodwill and proof of your products effectiveness.

On the other hand, if you're selling low priced, impulse items, you can use a more direct marketing styled quick conversion campaign.

This style uses scarcity and other impulses to create quick sales.

Here's an example of how that might look for a gym selling memberships...

(Day) 1: Get in the best shape of your life, today!
2: Off
3: Get 40% off all gym memberships for our New Years sale!
4: Off
5: Sale ending soon!
6: Save 40% on gym memberships! Only 48 hours left.
7: Final Warning: sale ends at midnight!

(These emails follow the "gain, logic, fear" template perfected by digital marketer. In fact, I've learned most of these email sequences from DM.)

A "four day cash machine" is another good example of this type of promotion made famous by Frank Kern.

The third type of email sequence is the Ascension series.

Think of ascension as asking the girl to marry you after you have been dating for a while.

The goal of these campaigns is to take buyers and ascend them into one or all of the following

  • Buying higher ticket items
  • Continuity programs
  • Becoming multi buyers
  • Cross sell them.
  • Increasing the frequency and recency of their purchase.
  • Purchase affiliate offers

(Frequency and recency simply means how often and how recently your customers bought from you.)

Or, if you have already sold them your most expensive/only product, you might want to decrease your refund rate by sending them a nurture campaign which helps them use your product.

Note: There are numerous businesses where you won't want to immediately sell them again.
For example: if you're selling cars, your customer *probably* won't be in the market again the week after they bought a new car.

However, that doesn't mean you shouldn't follow up with them!

If your business falls into this category, remember you don't always have to sell them YOUR product or service. It can be anything else that provides more value to them.

In the case of the car dealer, maybe this is where you sell them affiliate offers with local tire shops, car washes, insurance agencies, you name it.

You could also launch referral campaigns at this point.

The main function of the ascension campaign is to upsell your customers in some way.
There are many varieties of upsell sequences. Here are just a few:

The first is the "C, C, P, C" formula: content, content, pitch, content.

There's also the "know, like, trust, challenge, convert, fear" sequence.

And then there's the "content, hybrid (content+pitch), pitch, logic, fear" sequence.

If these upsells don't work, there's also the upsell abandon campaign.

The fourth type of campaign is the segmentation sequence.

Your email list is full of hidden treasure in the form of hyperactive buyers.
Your job is to identify who they are.
You also want to figure out who is interested in which topic or offer if you have multiple.

The segmentation sequence is always a broadcast email.

It's job is to identify and segment by interest, based on their actions.

These actions could be getting them to opt into a different list, adding them to a retargeting list, or tagging your emails.

An example of another list they can opt in is an early bird list for a new product, a webinar signup, or a goodwill segmentation list.

The last type of campaign you need to implement is the winback or re-engagement sequence.

Chances are, until now you have been email marketing all wrong.

This is losing you a ton of potential customers and email subscribers whom you've paid for.

The first thing you need to understand is that it's completely normal for people to unsubscribe from your list.

It's a business fact that people will do so regularly, and that's fine. (I'll tell you why in a second)

With that said, the job of the re-engagement sequence is to do what its name implies.

This bad boy gets your unresponsive customers to re-engage with your emails and your business.

As you know, customer acquisition is the most expensive cost to any business. Anything you can do to lessen this expense will have an immediate impact on your bottom line.

What you need to do is directly callout your inactive subs.
Basically you're going to re-indoctrinate them.

And here are a few things you can do to get someone to re-engage with your emails...

  1. Bribery! Bring them back into the fold with a free gift.
  2. Benefits! Remind them why being on your list is awesome and give them valuable free content.
  3. You can offer them a special discount.
  4. Threats! Warn the unengaged that you will remove them from your list if steps 1-3 don't work.

Keep in mind, there are many reasons why someone will unsubscribe from your list, but here's why you really shouldn't worry about it.

You need to worry about your email deliverability.

You need to prove to your email service provider that you're NOT a spammer.
One of the metrics they look for in order to confirm you're not spamming is the engagement with your emails.
IE: your open rates and click rates.

Therefore, if someone isn't opening your emails and clicking your links after your winback sequence...

It's in your best interest to follow through with your threat and remove them.

Ultimately your goal is to have an active and engaged/responsive list, right?

One full of people who happily buy from you over and over... and tell their friends to do the same.

That can't happen if you are messing up the order of the messages you're sending to your new subscribers.
Remember, don't ask someone to marry you the first time you meet!

One of the core rules of marketing and business is your customer list is your biggest asset.

By following this short guide, you will begin to build a real relationship with your customers and maximize your biggest asset.

That way you can turn your email list into your personal ATM.

Hopefully this helps you in your email marketing endeavours,

And if you would like me to help craft any of these email marketing campaigns for your business, simply reach out to me at either...

Email me at ben(at)benbyrnemedia.com
Use the subject line: email marketing campaigns guide
And I'll give you a special discount for being a reader of my blog 🙂

OR just message me on my facebook fan page. Make sure to use the same message as above.

I'll get back to you as soon as I can.

Thanks for reading and I'll talk to you soon.

-Ben Byrne