Email your way to sales.

Email marketing is still the most profitable channel. Find your channel.

Steve Lindgren
April 23, 2018
MARKETING
3:30pm

If there is anything we can all agree on, it’s that the inbox is sacred space. You’re not going to give your email address to just any website or web offer out there. Otherwise, you spend a ridiculous amount of time unsubscribing from emails you don’t want and that came out of nowhere.

Building an email list is important for making online sales in any industry, not just the natural products industry. A lot of business owners know they need “a list” but don’t know how to go about getting emails. A simple “sign up for our newsletter” will not cut it if you are looking for conversions.

If you are ready for some practical tips on building your list and making sales using an email series, keep reading.

What’s the first thing I need to know?

The first thing you need to know is that you must offer something of value for free in exchange for an email address. The most successful offers are ones that your audience cannot believe is free. Perceiving what they believe to be valuable is the tricky part, and should be tested if you have the ability. Learn more how to develop your audience here. (link to messaging article)

Once your email list starts to grow, it’s time to consider crafting an email series to actually sell your product.

OK, I have a list, now what?

We are going to walk you through an email sequence with the goal of introducing your product and making a sale. There are many variations out there for email sequences, but I would encourage you to try an outline like the one below first. It’s just not a good idea to keep trying different tactics with your list. It’s a sensitive thing, and if people feel like you are abusing their inbox, the will unsubscribe. Ain’t nobody got time for that.

DAY 1

Mood: Have fun, be funny (if you are), and show a bit of your brand personality. Don’t come on too strong though. Balance is good.

Goals: Get their attention, inspire curiosity about your brand and product, make your offer casually. Your offer is not the sole focus of this email, it’s more like an afterthought.

Notes: If they do go for your offer, this will trigger a squeeze page where they will need to opt in again. This creates segmentation and lets you build a list of people you know are very interested. (aka warm leads).

DAY 2

Mood: Still show your personality, but feel free to be a bit more direct about your offer.

Goal: Provide the benefits of your product and the problem(s) it solves for them.

Notes: Start with the benefit (not features!) of your product. I will contribute to their journey towards a healthier lifestyle, or something along those lines. Make sure you are clear about their problem/pain, and the solution your product offers. Your offer in this email will also be directed to a squeeze page with the same goal as day 1.

DAY 3

Mood: Take a break from your product slinging. Go back to the mood of day one but interject a bit of authority, as in you know your ‘ish.

Goal: Offer value. Think about this like a lead magnet in email form.

Notes: The purpose of not offering your product here is that it gives them a mental break. It allows your audience to reengage and interact with your brand in a non-sales way.

DAY 4

Don’t send anything today! You have been in their inbox for 3 days straight already. Give your content and offers time to permeate.

DAY 5

Mood: Still show your personality, and write conversationally. Add a small sense of urgency.

Goals: Continue to provide value like in Day 3. Remind them of your product benefits. Include a one-time-offer.

Notes: The trick behind a one-time-offer is that it creates a sense of urgency. This usually get’s people motivated to buy because they don’t want to miss out on a special offer. This is also a good time to cross-promote. Do you have a sister brand or offer a similar product to the one you have been promoting this whole time? Drop it in like you did with your product on Day 1.

DAY 6

Replicate your goals from day 5, just use different language. This helps get the same message across in a different way.

DAY 7

Don’t send anything today! It’s been a hard 6 days of work, so everyone deserves to rest on the 7th.

There you have it. That is your basic outline for an email series with a product offer. It’s a good thing to keep in mind that you need to know your audience and your product pretty well before attempting something like this. It might be that a 5 or even 3 email series works better for you. It all depends on your list. If you’ve got a bunch of question marks floating around your head, we can help out. Check out some of our previous posts here.

Good luck, and let me know how it goes!

Steve Lindgren
Steve Lindgren is a Brand Specialist & UX Designer based in San Diego. His passion is to build brand experiences that educate, engage, and inspire.

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