Help writing an email sequence? That’s a thing? Yep, actually, it’s the very best thing. When it comes to creating content for your business you never have to start from scratch. There’s always an opportunity to pull content out of things your audience has already told you (here’s looking at you analytics) or by talking directly to them.
Without those conversations (or that data, all the data) it’s easy to feel like what you have is not “important” enough to say. Or to feel like you’re bothering someone by ending up in their inbox. The thing is, none of that is true. Emails can be tiny (i.e. under 300 words) which can make them feel “less important” but if you solve a problem with a micro email, it is important enough. Also, people signed up for your email list because they want to hear from you. They WANT you to email them about something they care about (otherwise they are always free to unsubscribe) but you’ll never know what they care about unless you ask them.
And when you use this data, your audience helps you build products, courses, services, AND all of your copy (especially help writing an email sequence) for you. Because no matter how much it feels like it, you are not your ideal client and you can’t write all of your email sequences (or do anything) based on what you want. When it comes to “insert thing that you do,” you’re always going to be more sophisticated about the topic when compared to a lead who doesn’t fully understand the value of the solution you provide from experience.
Yes, you may be very similar to your audience because you both have the same kinds of children (human vs furry vs pet, obviously), or are obsessed with tacos and Grey’s Anatomy. But when it comes to your craft, you know more of the ins and outs than they do so you don’t want to miss the opportunity to put yourself in their shoes.
When it comes to getting help writing an email sequence, it’s important to first understand what all is involved. Knowing the stages you are aiming to move your audience through determines how much content you’re going to end up needing. And that determines how many people you’re going to end up needing to talk to.
Start with a conversion-focused email sequence sequence strategy
A conversion-focused email sequence strategy aims to actively push your lead from Point A to Point B. That means a lot of attracting and repelling. Providing a lot of value and pitching early on.
Here’s the flow of one of those sequences.
- Your lead finds your opt-in somewhere out on the interwebs. That may be via social media, hearing you on a podcast, or finding it on your website.
- From the initial source your lead clicks a link and lands on a dedicated landing page. The landing page has a brief description and a CTA that encourages them to download your opt-in.
- After they enter the contact information to download the opt-in they are redirected to a thank you page. Ideally, this thank you page offers a low cost product, a significant discount on a high-priced package, or (for service providers) a CTA for a consult call.
- After downloading your opt-in, email number 1 of an 8-email welcome sequence lands in sitting in their inbox.
Now that you know what you’re going to write, here’s how you figure out what to write.
Get help writing an email sequence with data
One of the most important data points to have is knowing where your audience comes from. It helps you focus your lead generation efforts but you can also use it in your email copy.
If you find out a lot of them are going by organic search (because your blog game is amazing) use the phrase “Googling all the things”. If they are coming from Pinterest a phrase like “pinning must review content on Pinterest” or “forever scrolling through Pinterest” may work well. These are high-level examples but find ways to incorporate those facts into your copy.
If you are speaking to a particular audience, for example at a conference, summit, or on a podcast call the audience by name on your dedicated landing page.
Another way to use data to get help writing an email sequence is by reviewing your most popular blog content on Google Analytics, and including 5-7 blog posts in an email in your welcome sequence to introduce some of the best pieces of evidence of your expertise.
Popular content also represents a pain point. So focus an email in your welcome sequence on addressing that particular pain point.
Get help writing an email sequence by surveying your audience
Google Analytics is a passive way of finding out what your audience is thinking and although it’s a great place to start, it’s never a one to one replacement for talking directly to them. Your options for more direct communication include
- hopping on a phone (or Zoom) call and conducting a user interview OR
- creating a survey!
The one-on-one call is ideal (if you’re speaking to the right person) but a survey allows you to get a lot of information at one time and constantly collect information from your audience (if it’s always available).
When you’re writing a welcome sequence the survey should include information that is going to help you best serve them which is going to be different based on how you serve people. The survey can include questions such as:
- Their titles,
- Who they serve,
- How long they’ve been in business,
- What do they struggle with,
- What are their top goals,
- What is their experience with tool X,
- What do they most want to learn from you, etc.
Where to share the survey
When creating the survey, ask questions that are going to help you do your job better and make creating content easier.
Before you start your welcome sequence, send the survey to former clients and customers. If you are very active in a community that your ideal clients frequent you can share the survey there (if it doesn’t violate community rules).
After your welcome sequence is live, a built in survey is a great way to keep things current. For example, in email 2 of welcome sequences I include a brief survey to get them to answer one important question. For me, I ask how long they’ve been in business. For you, it may be more relevant to ask if they prefer to DIY everything or outsource all the things.
Get help writing an email sequence by professionally stalking them
Okay, I’m not trying to get you locked up (I’m not made for that prison life either) but bare with me. Pick a few of your favorite or ideal clients. Follow them and see what they talk about to their email lists, share to social media, etc. so that you can include relevant facts in all your emails.
This research is a great way to drip in “bonding facts” such being obsessed with “The Bachelor” or “The Office”, having a special affinity for pineapples, or anything that makes you sound like more of a person to your audience (because people don’t buy from companies, they buy from people).
On social media people can get vulnerable with sharing their pain points (sometimes without knowing) so by following your ideal clients there you can get real time information about what’s bothering them. And then put that email into your welcome sequence!
It is so possible to get help writing an email sequence via data, surveys, and listening to what they say in a totally non-creepy, non-stalky way. Using this information makes writing your sequences easier and makes it easier to connect with your audience (because it feels like you are already in their heads)!
Do you already use any of these strategies to create your email sequence content?