People generally drop the ball when it comes to converting their email list into real buyers because they’re too afraid to push the sale, burnt their list, or haven’t devised a workable strategy to reach their end goals.
Instead of a hodge-podge of email marketing tricks, I want to share a concise process for turning email leads into buyers that you can implement into your email marketing campaign this afternoon.
Step 1: Plan the Progression
All great sales campaigns begin with a strategy and email marketing is no different. To begin, you’ll want to plan out and “arc” that takes your subscribers from point A to B. In other words, you’ll be using a series of emails to identify a problem and then share a solution which happens to be in the form a product.
Ideally, three to four emails will suffice for a one or two week period that you’ll be putting on this sales progression. This leads to …
Step 2: Create the Micro-Series (with Freebies)
Imagine your sales campaign as a content series but delivered through email.
Here’s a sample breakdown:
- Email #1: Identifies a problem (can be done through a story)
- Email #2: Provides a possible solution (through a tutorial)
- Email #3: Offers a definitive solution (the product)
- Email #4: Shares the experience and rewards (feedback, testimonials, etc)
In essence, you’re doing a sales pitch through four different emails. The first two sets up what you’ll be promoting and drums up an “itch” for your subscribers to scratch. The latter two solves the problem, completely, and reinforces the buying decision.
Step 3: Siphon Users and Create Buzz
All the while you’re sending out these emails, you should reinforce your message:
- Start discussions on your Facebook wall
- Get active in a Twitter hashtag chat
- Write a few blog posts about the topic
- Personally network with your subscriber base to identify the problems
Each email should, in good practice, siphon the individual so they’re actively engaging your brand and building buzz around the “big reveal” (aka the product).
Step 4: Drive the Sale (Twice)
When it comes time, push the sale hard. Use every bit of your knowledge about sales copy and call-to-actions to convert your subscribers or at least gain valuable feedback for your next campaign.
After the hard sell, drop in a few notes and do a soft sale by mentioning the product when you’re reinforcing your decision to share the product (testimonials, case studies, etc).
Step 5: Bridge into the Next Phase
Lastly, and in some ways – most importantly, you’ll want to bridge your email sequence into the next “phase” which primes your subscribers for the next round of solutions to other problems. This part of the sales campaign scales down the aggressive marketing talk and keeps things casual until the time is right to begin the next sales sequence (you can do this by talking about blog updates, what you’re doing, sharing stories, allowing guest email content, and much more).
This is but one type of email sequence that will convert leads into buyers. What would you add?