I got asked a really good series of questions the other day, by a wonderful woman named Sara.
She found herself in the position that A LOT of my clients are also in when we first meet. She has a well designed opt-in, and welcome sequence that helps get her sales, but without a lot of clarity about what to do next in the process of outlining her future sales sequences.
I loved her questions so much, I just had to share.
"I launched a 5 day challenge freebie on Monday and took my users through an email sequence which led to a low-dollar offer later in the week.
I've had some purchases on that and have moved those subscribers over to a new sequence, beginning with a thank you.
Message 2 is just tips and info to help them as they start to move through the program (a mini course), and message 3 is some related and helpful links to blog posts on my website.
What I'd like to know is:
1. Should your next offer be to a low or high priced offer?
2. How long should I wait before making any other kind of offer?
3. How frequently should I send my emails and what type of content should I include?
Thanks very much in advance!"
Ok, raise your hand if you’ve ever asked EVEN one of these questions?
That’s because all of them are tricky, and in email marketing there is no ONE right way to do things.
Remember, when it comes to your email, everything you do, absolutely everything, will take a lot of testing and tweaking before it’s running perfectly.
Ultimately, you're writing to a totally unique sub-sect of people, that no other person in the whole world is writing to – so your process will be just as unique.
All the same, I gave Sara some quick advice that I think will also be useful to share here as well.
QUESTION: Should your next offer be to a low or high priced offer?
When you begin mapping out your sequences it all starts with your GOALS. What is the final result you want from the people who buy your product or service?
For most people, this is *something* like “I want my people to refer me,” or “I want them to raving fans of my business” ergo, they’ve worked with you and now they can’t stop talking about you.
If you work backward from that point, how did these people engage with you to become raving fans? It could be with a high priced offer ($5,000-10,000), it could be with a low ($200) offer. One of my clients has built a business around selling a $12 product, so it all depends on your business model.
HOWEVER, the higher that number, the more smaller priced offers, and nurture sequences you (usually) need to have in place to work people up to feeling comfortable buying high priced products/services.
A good way to think of this is like a staircase with a series of landings. Each set of stairs is like a sequence of emails that get you up to the landing which is a paid offer. If you were to skip from a free offer to a $3,000 offer that would be a TON of stairs to walk up, with no place to stop and rest in between.
QUESTION: “How long I should wait before making any other kind of offer?”
How long you wait in between making offers depends on your metrics. Here are a couple of questions you can ask yourself to see if your audience is ready to receive offers from you:
- Are people consistently opening your emails?
- Do they click links that aren’t offers?
- Do they respond back to you or act on your CTA?
These are signs that your list enjoys your content, at very least will open your email to see the offer, and are receptive to being pitched.
But this place is also a testing ground.
For a product that’s around $500 – I like a second nurture sequence that’s around 8-12 emails and takes my readers 2-3 months to receive. I feel like this is a nice long time for them to feel like they’ve received a lot of content from me before pitching them.
I also feel that $500 is a lot to spend if you don’t believe it’s worth it, so I put a lot of effort into proving the value before ever pitching.
QUESTION: “How frequently should I send my emails and what type of content should I include?”
These are also a bit of a doozie because it depends on your goals and your list. For my $500 product, I’m sending 2 emails a week.
One of these is my “Tip Tuesday” emails that would come out on Tuesdays anyway, and one is what I’m learning, resources I like, ways to engage with me, small free pitches that incentives clicking but aren’t paid, free resources I’ve created, blog posts I’ve written, Q&A answers like this, just really anything I can come up with.
Putting the piece together
If putting together the ALL the pieces is totally overwhelming, confusing, and more importantly, time-consuming...
Imagine just how nice it'll be to have a simple 10-day email challenge help you get it all out!?
Now you can put together you sequence in half the time with the CONFIDENCE that you're doing everything right.