Writing Email Sequences

(How to use email to ascend customers up

the Value Ladder)

Email is a powerful platform for customer

communication.
But a lot of what I’m going to share with you can be
applied to other customer communication platforms
(social media, SMS, etc)

Once someone has signed up for a brand’s email list,

they are now part of that brand’s “world”
If a business can build and maintain a strong
relationship with these people,
If they can shift their beliefs and inspire action towards
their reader’s goals.

The business can earn fans for life and will be able to
achieve both a high LTV and huge scale.
Different Kind of Email Sequences

The Welcome Sequence

When someone opts in and takes their first step into
your world,
You want to start hyper-building the relationship with
them by providing value and by building rapport (a close
and harmonious relationship in which the people or groups concerned
understand each other's feelings or ideas and communicate well)

This kind of email sequence is often called an

“Indoctrination Sequence” because you also take this
time to reshape their view on the world.

The goal of a Welcome Sequence is to take a brand

new person who isn’t familiar with you or your brand.

Build a relationship with them, reshape their

understanding of the world and prepare them to
purchase the next product on the Value Ladder.

Email 1 : is a simple introduction and the actual “bait”

they signed up for.
You will also want to tease the content they will be
getting in the next email so that they will want to come
back and read it.

Email 2 : is usually a HSO email where they get the

opportunity to know the guru / brand’s discovery story
and shift some beliefs.

You can make all of the CTAs in each email link directly
to the next product in the Value Ladder.
Or you can simply make them “Value Emails” where
you teach a small lesson or direct to some type of
media asset like a YouTube Video.

Email 3 : Is often some type of pure Value Email that

gives the reader new knowledge about their
Roadblocks and What needs to happen if they want to
get to their Dream State.

This can be done with the DIC format and then either
reveal the answer instead of driving the click or have
them discover the answer on a dedicated page or video
outside of the email.
 Email 4 : is usually a DIC email focused 100% on driving
the newly educated and excited reader to go to the
sales page

And then Email 5 : is usually a PAS style email to help

people over the edge now that they have been to the
Sales Page for your upsell product.

You can have more than 5 emails, or less.

It’s up to you to decide what steps the reader needs to

experience between opting in for the original value and
being ready to be sold to for the next product.

Even if the reader doesn’t buy the next product, they

should be “bought” in to the brand and trained to
enjoy opening the business emails.

To get good at Welcome Sequence, I recommend you

go and sign up for as many newsletters as you can and
take notes on what they do well and where they can
improve.
Normal Newsletter Emails
While this isn’t exactly a “sequence”,
It is important to keep the relationship with your list
alive, and continue to sell/help them with your other
products.

You are going to want to make the majority of your

emails to your list about helping them rather than only
sending direct sales emails.

You are building up a relationship “bank account” so

that you can eventually make a withdrawal by asking
them to look at and buy a product or service from you.

But even though these are “Value” emails does not

mean that you should ignore the DIC, PAS, and HSO
elements.

You still need to grab their attention and build up

curiosity before you share your lessons or provide your
value so that they will pay attention.
You can also tag on a mini CTA in the PS section of your
Value emails to capture sales as you educate and help.

But usually you will want a 3:1 ratio of Value emails to

Sales emails to your list.

Launch Sequence
When a business is going to launch a new product or
hold a live/paid event,
They will often send a series of emails to their list to
build up demand and capture the maximum number of
sales.

In many ways these sequences are a lot like the

Welcome Sequence.

There is usually an announcement email a few weeks

before the product becomes available encouraging pre
orders.
Then there is usually a period of Value emails and free
content meant to educate the reader and amplify their
pain and desire around the new product.

Then a series of PAS emails once the product is

available to purchase.

If there is a sale period or time limited access, there are

also usually some high urgency PAS style emails that go
out at different times letting the reader know there are
48 hours left, or 24 hours left etc.

Many businesses run several launch cycles per year for

their products in this way.

Reactivation Sequence
Over time subscribers will lose interest, and will stop
opening up your emails.
Google and Mail servers keep track of open rates and
spam complaints.
If you keep sending email to people who don’t ever
open it, you’re sending domain/address will get black
listed and they will stop treating your emails as priority.

So if there is a lot of old subscribers who aren’t

responsive on your list,
You need to identify them and give them a chance to
reintegrate or clean them out of your list

To do this you’re going to send them a Reactivation

sequence

You’re going to first segment the subscribers who

haven’t opened any emails in X number of months

Then you’re going to sent them a series of emails

letting them know they are going to be removed from
your list

And then inviting them to take X action to stay on.

(Usually, that means clicking a link saying they want to
stay)

You can also “bribe” them to stay by offering them a

small discount on one of your products.

Or “re-indoctrinate” them by building their curiosity

and desire to consume some content similar to the
Welcome Sequence to get them to engage in the
“world” of the brand.

But eventually you need a “break up email”

A final last chance to stay.

If they don’t take the necessary action, you then
remove them from your list,
So that you keep your sender score high, and focus on
helping the people who are most engaged with your
brand.
Segmentation
Today’s modern Email Marketing Software (EMS) like
Mailchimp, Active Campaign, etc
Allow you to segment your list based on behaviour

For example,
If they click a specific link, open an email, visit a page
on your site, buy a specific product etc
You can tag them and then treat them differently on
your list

In this way you can identify your best prospective

customers for a specific product, or send one kind of
Email to the men and another to the women, etc.

This ability to segment and tag your list will allow you
to tailor the subscribers experience to them and allow
to get the maximum value.

The old rule of thumb is that a business should earn at

least $1/month(rs.80) for each subscribers on their list.
If you show up to help a business and they have
100,000 subscribers but are only making $20k/month
(Rs. 1,600),
Then you know they need to improve their list health,
improve their email sequence, and/or add new
products to get more value per contact.
=============================================