When you have an email list, an effective autoresponder series can be used to turn prospects into customers one email at a time. The best part is, once you’ve created and optimized your series, you can use it over and over again with the same results. Here are steps you can use to create an effective campaign.
Map your sequence
When you set up an email campaign, you want to take your prospects through a journey that begins with not knowing or trusting you at all to realizing that you are the best person to provide the solution you are looking for.
The way you do this is by mapping your sequence—what are the steps a prospect needs to go through to make a buying decision?
Decide what content you will deliver
With some emails, you’ll want to share resources such as a downloadable PDF or link to an article on your website. With others, you’ll want to build your relationship with your reader and you can do this through case studies, testimonials, or stories.
Decide what content you are going to deliver with each email.
What is your goal with each email in the series?
Whether there are three, five or 27 emails in the series, each email should have with a specific goal in mind.
You can use emails in your series to help readers:
- Get to know and trust you
- Answer objections a prospect may have
- Create a sense of urgency
- Cross sell other products or services
Be clear on what you want each email to accomplish. Each email in the series should move your prospect closer to making a decision. In his book The Adweek Copywriting Handbook, Joe Sugarman describes this as the “slippery slope.” Provide a series of emails readers want to read that lead them closer to buying from you with each one.
Test and measure your results
Once you’ve created your sequence, testing your results and making adjustments to improve conversions.
Some useful metrics are:
- Open rates
- Links clicked
- Responses from subscribers
- Unsubscribe rates
Use this information to refine what you’re doing and better your results.
The goal of your autoresponder series should be to build trust and turn prospects into customers. Use your autoresponder series to show how your solution is the best solution for your prospects problems and business growth is sure to follow. Contact us to learn more about how to get the most out of your email marketing campaigns.