The web pages that make up your sales or opt-in funnel as discussed in our previous article are only the beginning. To really push through and encourage sales, you need to stay in regular contact with your audience. The easiest way to do that is through your email marketing software, by sending periodic emails with various related offers and valuable additional information.
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 priced training solution. In the days that follow your webinar, you’ll want to stay in contact with an autoresponder sequence that automatically sends email at specific intervals (this happens automatically once set up).
Email 1: This is going to be the first email that goes out after they confirm that they want to attend your webinar. It should give the reader instructions on how to access to your free webinar, so that can be a link to the replay, or it can be instructions on how to join you for the live event. You should also include a couple of reminder emails if they event is live, as this is a proven method of increasing attendance.
Email 2: This is the replay email for a live event, or the first follow-up if the original was a replay of the webinar. In this email, it’s a good idea to offer few bullet points of what they learned, encourage people to go watch the replay (if you can legitimately say it’s only available for the next XX days, even better), plus include an offer to purchase the training program.
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 and shows the value others have received.
Email 4: Use this follow-up message to remind readers that the replay is going away (if it indeed is), and also to answer any common 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.
Email 5: This is your final reminder email that your offer is going away. At this point, you may want to encourage the reader to email you with questions and concerns, I would also bullet list the value points (what you will learn) in bullet format and I would ask for the order, this after all is your last push to close this sale.
Email 6 and beyond: If your reader reaches 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. My personal preference here is to move people from this point onwards onto my regular newsletter mailing list, this allows me to stay in regular contact and to sell to them via the value contained in my newsletter.
One important thing to remember about this email sequence: if your reader buys your program at any point, you must remove them from this sequence of emails. It will make no sense for them to receive email #5 with that final offer reminder if they have already purchased your program after email #3. A lot of autoresponder services, 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 automated 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 and remember you have can multiple products with lots of different email sequences.