Woo Hoo! Someone requested the free giveaway that you have on your website. They gave you their name and email address in exchange for the free gift you created. Maybe it’s a video series or a report that talks about their problem. You know, the problem that you have the exact solution for!
Now what? They received the free gift in their email and they’ll receive your e-newsletter, but what happens now?
This is an important time to keep this new person engaged with who you are and how you can help them. They’ve just indicated that they’re interested in what you have to say or the solutions you offer. The best way to keep their interest is to set up a series of emails that automagically go out to them at specified dates and times and that move them to the next step in your sales funnel.
First of all, figure out what it is you want them to do next. Is it to sign up for a consultation call? Is it to buy a more in-depth product or program? Whatever the next step is in your funnel, you’ll want this email series, or email sequence, to entice them to take that step.
I generally tell my clients to have a minimum of 5 emails in this first email series or nurture sequence. It’s called a nurture sequence because you are nurturing the new relationship.
The first email can go out right away. Be sure to thank them for requesting information from you. Let them know how to get their free gift. Be sure to provide a link to them for downloading a report or a link where they can watch the video series.
You’ll want the second email in the sequence to go out a few days later. Now, if you are sending a video series to them, this will be a link to the second video and possibly a short recap of the first video. If they downloaded a report, ebook, etc., this second email will be a follow up. You may want to ask them if they had time to download or read the report yet and maybe provide another link to the gift for convenience.
For the subsequent emails, I would stagger the delivery of them just a bit. Let’s say you sent email 2 out 2 days after the first email. You may want to send email 3 out either the next day or wait 3 days, and at a different time of day. If the free gift is a video series I suggest sending the video delivery emails out at a consistent interval, say every day or every other day. Once they’ve received all of the videos in the series, then stagger the follow up emails.
Why do you want to stagger them? You don’t want to annoy people who just signed up for your information. I know I’ve been in the situation where I signed up to someone’s list and then got inundated with sales emails and nothing makes me unsubscribe faster than that. Remember, you’re nurturing a new relationship, you don’t want to scare them away.
Secondly, if you send them a series of 5-7 emails and they all go out every other day at the same time, they make think that this will continue to be a habit with you and they may tune out your emails and not even open them, or they may find that pattern annoying and unsubscribe from your list.
Now, with that being said, you don’t want to wait too long either. They are interested in learning more about you and your solution to their problem, and if they truly need your help, you’d rather help them sooner rather than later. So, I think waiting more than 4 days between emails is too long.
The final emails in your sequence will need to focus on the pain they are experiencing by not having your solution and giving them the next steps to work with you and to get the solution they need.
For example, let’s say you’re a health coach and your free gift is a report on how to avoid emotional eating. The third email could be about the pain the emotional eating is causing them such as weight gain, feeling bad about themselves, etc. The fourth and fifth email can also touch on some of that pain, but now bring up how you can help them – an upcoming webinar, purchasing a program you have, working with you in a group program, one-on-one, etc. (this should also be the next step in your funnel). It’s always helpful to list out the program benefits in these emails.
If they choose to work with you, you’ll move them into a different part of your funnel. If they didn’t choose to work with you yet, move them to your e-newsletter list (provided you told them they would receive it) and keep providing them with valuable information.
What success have you found with your follow up emails? I’d love to hear from you in the comments below. Feel free to email me with any questions you have about your current nurturing sequence , I’m happy to give you some feedback.