How To Write An Email Series Bloggers Guide
You will never know the magic of autoresponders until you have created a heroic email sequence that converts like crazy. However, not all email series have been successful after their launch. You can have the right email marketing tool. But do you have the right strategy to make your email series work?
These tools are a gift to marketers and business owners. These tools will work on their own even if you’re asleep. All you need to have is the right approach to your leads. And let psychology find paying subscribers.
But to write effective email sequences that work is a skill that not all copywriters have. You need to have a good grasp of psychology and be willing to test your email sequence in different scenarios. And most of all, you should understand how email series work.
What Is an Email Series?
An email series is a set of emails that are sent out accordingly from a schedule and actions by a subscriber.
We can say that an email series is a set of automated emails sent out after subscribers take action.
There are different actions a receiver can do after receiving the email:
Leave it unread.
Open it, and leave it hanging.
Click a call-to-action button after reading.
These responses or actions are also sometimes called triggers. So a sender would set an email that makes an appropriate response for that trigger at a scheduled time. The email series becomes personable, and receivers would not even think it is an automated message.
Benefits of using an email series
Know who among your subscribers is interested in your content.
Understand your audience better.
Showcase your expertise in the field with high-value content.
Offer your product or service subtly without sounding too salesy.
Position your brand subtly by establishing trust and building relationships through your content.
Subscribers get to know you better.
Why Should You Plan Your Email Series Carefully?
The appropriate execution of the email series will help you find paying subscribers. If you plan it carefully, you can sort the different types of subscribers. And you will have a clear picture of your email sequence map.
Moreover, a carefully planned email sequence will help you find which emails in the series are not effective. This way, you can make a few tweaks and improve the series.
A carefully planned series will help you sort out who among your subscribers are ready to buy, interested, testing your expertise, not interested, or just in there for the freebies.
Things you need to start an email series:
A good contact list
An email auto-responding tool
A specific purpose for every campaign
What Do You Need Before Writing an Email Series?
Before writing an email series, you should have three things at least:
One, you need a considerable amount of good email addresses. Find this list from email prospecting tools.
Next, you need an email marketing tool. An email tool will help you set emails to send according to triggers at a scheduled time.
Third, you must have a purpose in sending an email. It is the end goal of your email sender. You have to set this straight because this is the primary reason you are launching an email campaign.
The Purpose of Launching an Email Campaign
Here’s where most inexperienced marketers fail when launching their email campaigns. They have been beating around the bush without purpose.
The purpose of an email campaign will guide you to entice your subscriber to read more or wait for the next ones.
And to do this, you don’t give them the entire cookie jar in one email. You give it one by one. The next thing you know, they have enjoyed what you’re baking. Now, they have more reasons to look forward to the big recipe.
Maybe you want subscribers to join a webinar. Another example is if you are about to launch a product. You may want them to buy an entire course or service or avail of a one-time offer.
You have to set this out straight before writing an email series because you want to see the right people at the end of the journey. The entire email series is the journey, and your purpose is the destination.
How to Write an Email Series
There are different types of email sequences. And here is how you can write an entire series:
Know the purpose of your email campaign.
Make sure this is specific because it will keep your sequence on track.
List down the enrollment criteria for the entire series.
Anticipate the actions of readers. List them because you will base on these actions when writing an email included in the series.
You can update these criteria as you are observing the responses of readers, but here are the most basic ones:
When a reader signs up for your opt-in form
When a subscriber downloads a freebie
When a subscriber abandons an email (yes, sometimes, they are just busy)
When a reader signs up to join a webinar
When a subscriber books an appointment
The list goes on, but you want to make them appropriate for the entire series. Every criterion you list is equivalent to one email.
Determine how many emails you need to write and the time intervals to schedule them.
There is no definite number of emails on a series. When observing your subscriber’s behavior, add one criterion as needed.
But as a start, come up with an email for every action possible. Also, be aware of the timeframe of sending each email. You do not want to bombard your recipients with many emails. Sending a series of emails to decision-makers means there could be other people who need to read your offer.
So give them proper time to digest the last email you sent. Get your average sales cycle for every buyer persona. Of course, do not set a very long interval as it may probably turn them off, or they might lose interest in your emails.
You may also tease them in waiting for your next emails, and when they can expect the next freebie to come.
Start writing the emails.
Each email will have a goal. Refer to the criteria you have set and be careful in writing each one. Remember that many people will receive it, so don’t go too universal and not too specific. Add more personality to make it avoid it sounding robotic.
Input the emails written on your email marketing software.
In this stage, copy and paste each email to your email marketing provider. You have a choice to keep your emails simple or add some marketing graphics.
Automate your email.
In this stage, you will schedule the email, set who receives such email and at what time the recipient should receive the email after a certain action.
Test the series.
Before you put the sequence live, you want to know how it behaves. You can sign up yourself or send yourself an email. You also want to make sure the emails have great visuals from mobile, tablet, or desktop.
You should know if the sequence works according to your set criteria or personalization tokens.
How Do You Write an Email Series to New Subscribers Who Have Just Joined Your Email List?
Somebody signed up for your services! What should you do now? Make the impression! Since this is your first email, you need to write your introduction email right.
An introduction email will provide readers with a clear set of expectations and establish trust. And when you pull this off, you will enhance your email’s deliverability. So, how do you do it right?
Write a catchy subject line.
Nothing beats a subject line that stops anyone from scrolling. Did you know that welcome emails take a 57.8% open rate? This is according to Experian. Your subject line plays a significant role in making first impressions.
To write a catchy subject line, you have to touch curiosity, express some sense of urgency, hook with an irresistible offer, or personalize greetings by including the recipient’s name.
Thank your new subscriber.
It is the first thing you want to say to a subscriber after taking the time to sign up. It provides a sense of trust and significance.
Tell your new subscriber who you are and what you do.
Don’t play a guessing game. Don’t waste your subscriber’s time. This way, a subscriber can find a connection with you. He can have an idea of how your services can help him.
Deliver what you promised.
If your subscriber signed up because of a lead magnet, include it in your welcome email like a gift. Subscribers appreciate freebies.
Hint something to look forward on the next email.
You can do this subtly. So the new subscriber knows you are boiling something up.
Ask for feedback about your email or freebie.
Letting your subscribers know that their opinions matter is the first step in building a relationship. Their feedback is also a great way to find out what is on your subscriber’s minds. And the information is a great reference to understand your subscribers more.
Include a CTA.
Call-to-action buttons are a great way to document their behavior, monitor click-throughs, and monitor sales. You want it bold, contrasting to the email background, and be irresistible.
To do this, keep your CTAs short and personable. Power words include Download Now, Check it out, Get yours, Ask me. You want it to sound urgent or irresistible but not intimidating. Also, do not bombard your welcome email with lots of CTAs. You do not want to turn your new subscribers away.
Proofread your email.
A very engaging email can turn into a disaster when your email is full of typos and grammatical errors. You want your email to sound sharp and look neat.
Don’t forget to A/B test!
“If you want to increase your success rate, double your failure rate.”
-Thomas J. Watson
Never sleep on your emails too long even if you know it works on auto. Check your emails every time. Find out which ones are working or not. Test everything from the subject line to your text links to the CTAs.
How Do You Write an Email Series after You Have Given Away a Free Lead Magnet?
There are different subscribers in your recipients. There are ones that are ready to purchase. There are ones who take every free info they can get. There are ones that are still undecided and waiting for the right time.
After giving away your freebies, what else can you do? Remember your purpose. You want to convince your subscribers to act up to the bottom of your email sequence.
The most appropriate approach here is to nurture your leads. Here, you can share your expertise and experiences or include stories of people you helped, so you can subtly show credibility and establish a reputation.
After your freebie, here are some ideas to include in your content for your emails:
Share experiences in the field.
Provide expert tips.
Initiate a conversation with a stimulating question.
Share some relevant success stories.
Share some resource materials.
However, you should not include everything in your lead nurturing email sequence. The right approach includes showing the perks of being a subscriber. While keeping the communication, you would gradually reduce the freebies so they would still have the reasons to pay.
How to write a lead nurturing email sequence?
Write down your goal for the sequence. Always stick to your goal, and use it as your guide.
Start with a welcome email.
Touch their pain points. You want to hook them into something relevant to them.
Provide what you promised. Here’s your lead magnet and this is the reason they signed up. Make sure to include this in your welcome email.
Deliver your chosen content (experience, case study, success stories, etc.). You want to entertain them with these types of content. This way, your subscribers will get to know you better.
Ask them to follow your social media accounts. Providing them with other ways to communicate with you makes them feel that you are always available.
End with a CTA. As any email should be in your sequence, you want your CTA buttons to be available for users ready to pay.
In addition, provide them weekly and monthly newsletters to keep them updated. Always ensure that your emails are segmented accordingly. Make it a habit to send virtual educational handouts. Keep your emails at considerable time intervals. And provide them with ways to reply to your email.
Tips and Tricks When Writing an Email Series
Deliver your promise.
Act as a mentor, but still personable.
Keep them informed.
Perform A/B tests and update your sequence.
Plan your series map carefully.
Things to Avoid When Writing an Email Series
Bombard them with autoresponders daily
Stop at the welcome email
Be upset over canceled subscriptions
Be too salesy
Be too general
There are so many types of email series. But to plan them effectively, always remember the purpose of your email marketing campaign. When you are feeling lost in the process, your campaign purpose will always lead you back.