Now that we’ve gone through the basics and benefits of email automation and have explained different types of email sequences, in this blog, we’ll share how to create a killer automated email sequence. If you’re just tuning in now (and want to save time and generate revenue), you’ve come to the right place. You can create an effective email sequence for your business in five steps:
1. Determine the Purpose
More often than not, the goal of an email sequence is to generate new or repeat business. Ensure you have one clear purpose, goal and call to action in each email. The purpose that you decide on will then determine what type of email sequence you choose to deliver.
2. Identify the Trigger
Specify the conditions that will need to be met to trigger the automation. E.g. filling out a form on your site, downloading a PDF or booking a meeting. Alternatively, you could trigger the sequence when a new contact is entered into your Customer Relationship Management (CRM) or email marketing program – manually or automatically – or if they engage with a different email such as your bi-weekly newsletter.
3. Set the Duration
Email frequency is always important. The length of an email sequence should be determined by multiple factors, including the buyer and the stage of their journey, your business’s sales cycle length and what you’re trying to achieve. While individual emails should be short and sweet, together, automated email sequences can take weeks (or longer) to lead the consumer to where you want them to be. E.g. with a nurturing email sequence, educate the consumer, handle objections, establish your credibility and place your brand top-of-mind until they’re ready to make a purchase.
It’s essential to get the duration of your automated emails right. Sending emails too close together could annoy the recipient, but setting them too far apart could let them forget who you are. It’s vital to have an innate understanding of your purchase cycle and to test different sequence durations for best results.
4. Write the Emails
Now that you know the frequency of emails and the duration of the sequence, it’s time to start writing! Keep the content strategic, concise, and entertaining. Put yourself in your audience’s shoes and try to answer their questions or handle objections. It’s important to be relatable but relatively generic to suit any prospect that would receive the sequence of emails. If possible, personalise the email with the customer’s name to add a positive touch.
5. Set Up Automation
Once you have finessed your email/s, enter them into your email software system. Depending on your business, you may want the email to look as though it came directly from a sales rep. Alternatively, marketing emails can be more creative with eye-catching content. Don’t forget to test your automated email sequence before making it live. Ensure the sequence is triggered at the right time and that the emails look great on multiple devices (i.e. desktop and mobile).