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The web pages that make up your sales or opt-in funnel are only the beginning. To truly encourage sales, you need to stay in contact with your readers. The easiest way to do that is through your email manager, by using a follow-up sequence (sending periodic emails with various related offers).
Let’s take a look at a typical follow-up sequence for a free opt-in series. In this case, your reader has attended a free webinar that promoted a high-ticket training program. In the days that follow, you’ll want to stay in contact with an autoresponder sequence that automatically sends email at specific intervals.
Follow-Up Sequence Email #1:
This is going to be the first email that goes out after they confirm. It should give the reader access to your free webinar (instructions to join you for the live event or a link to the replay) . You will likely also want to include a couple of reminder emails if the event is live. Since this may be their first time to hear from you, also include a brief introduction and what they can expect to get in their inbox from you.
Follow-Up Sequence Email #2:
This is the replay email for a live event or the first follow-up if the original was a replay. In this email, it’s a good idea to offer a few bullet points on what they learned, encouragement to watch the replay (if you can legitimately say it’s only available for the next XX days, even better), plus an offer to purchase the training program.
Follow-Up Sequence Email #3:
A few days later, you’ll want to follow-up again. This time, consider including a case study of someone who used your training program. When combined with a great offer, reading about the results someone else achieved can be a powerful motivator.
Follow-Up Sequence Email #4:
Use this follow-up message to remind readers that the replay is going away (if it is) and also to answer any objections. For example, you might list some FAQs or even questions you’ve received about your refund policy, who the program is for or payment options. Remind them about the offer.
Follow-Up Sequence Email #5:
This is your final reminder that the offer is going away soon. At this point, you may want to encourage the reader to email you with any questions (if you have the systems in place to manage a lot of email, that is).
Follow-Up Sequence Email #6+:
If any readers reach this point without buying, then it may be that your product is just not right for them. From this point forward, you should continue to stay in contact by offering great information, case studies, tips and other interesting content, but also to offer other products that might be of interest.
One important thing to remember about this email sequence: If any readers buy your program at any point, you must remove them from this sequence.
It will make no sense for them to get email #5 with that final offer reminder if they have already purchased your program after email #3. Most autoresponder services, such as Aweber or ConvertKit (my favorite), have automation built in that allows you to move subscribers from one list to another based on their actions. So be sure to set that up as you’re building your funnel emails.
This kind of hand’s off approach to email marketing is what will help you build a true passive sales funnel, so look for opportunities to use this system as you build your business.
Do you have a follow-up sequence (aka welcome email) built into your sales funnel? If so, what email platform are you using and why? Please share your comments below.
This is a 5 part series on Sales Funnels. Stay tuned for part 5, “Top Tools For Building Funnels”.
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