We examine the 3 key email sequences EVERY business should have to drive action and conversions across their website, as well as the consequences of not having them running.
“The money is in the list”
– we’ve all heard that before when it comes to digital marketing.
And it’s true, as we covered in our Email Marketing Guide here.
Yet despite the evidence, it’s still surprising to us at Magnet Monster to see business owners neglect the importance of email ‘sequences’ that drive actions and conversions across your website.
The Importance of Marketing Automation – The 3 Email Sequences You Need to Succeed
An Email ‘Sequence’ is one that is pre-scheduled and fires automatically when a visitor performs an action when browsing your website.
At Magnet Monster, we’ve identified 3 Email Sequences we believe every business needs to give themselves the best chance of success.
The beautiful thing about these sequences is once they’re up and running, they work their magic with no maintenance – driving actions and sales across your website on autopilot.
It’s also why we specifically offer them as a bolt-on service to our Lead Magnets because we’ve seen time-and-time again how effective they are when implemented.
1: Pre-Purchase Email Sequence
You deliver your Lead Magnet, but now what?
Well, you aren’t just going to let your prospect sit their idly – now is the time to strike while the iron is hot!
A series of ‘Pre-Purchase’ emails can further encourage the prospect to visit important content across your website, either written or video to strengthen your growing relationship.
These emails should nurture the growing trust your prospect has placed in you by initially opting in to receive your Lead Magnet or offer.
Here is an example of 4 Pre-Purchase Emails you can create to send to your prospect upon registering for your Lead Magnet/newsletter:
- Blog post they may find interesting related to your business/product
- Social proof from a customer who had amazing results using your business/product
- Background of your business/product and the story behind your brand
- Strong Call-to-Action (10-20% off) to drive a conversion now that you’ve built up trust over several emails
The point of the Pre-Purchase Email Sequence is to familiarise your prospects with the face behind your brand. That’s why we recommend using a blend of content and social proof to eventually generate sales, as opposed to solely asking them to buy your product/service.
Executed effectively, the Pre-Purchase Email Sequence strengthens the initial bond your customer has after downloading your Lead Magnet and consolidates an image of trustworthiness in their mind about your business.
At Magnet Monster, we tell our clients “There’s a time for selling, and there’s a time for telling”. A well written Pre-Purchase Email Sequence should do both effectively.
2: Post-Purchase Email Sequence
In an ideal world, your prospect will convert as a result of performing an action directly linked to your pre-purchase email sequence.
Great news! But the marketing automation shouldn’t stop there.
Instead of patting yourself on the back, now is the time for the Post-Purchase Email Sequence.
Once your customer has made a sale, you can then carefully follow-up with a series of emails explaining how your product/service works, as well as asking them for reviews.
In addition to this, you can strategically implement up-sells and cross-sells of relevant products or services. After all, if they’ve bought once, research shows they’re very likely to buy from you again!
Here is an example of 4 emails that could work effectively in a Post-Purchase Email Sequence:
- Ask if they’ve received their product/service along with how to get the best results from it
- Request for a review/social proof on Instagram or Google/Facebook
- Introduce them to a cross-sell – related product/service to their original purchase
- An email telling them you’re grateful for their business/trust, and you’d like to continue helping them reach their goals
Remember, the selling doesn’t stop once you’ve sold; it merely forms the beginning of a long-term relationship between you and your customer. The post-purchase email sequence capitalises on this opportunity, increasing the value of each customer as well as generating invaluable social proof to spread your message further.
3: Cart-Abandonment Sequence
Arguably the most important email sequence on the list, and definitely the most ignored.
The latest data online places cart abandonment rates at a shockingly high 75% . That’s well over 2/3rds of customers leaving their shopping trolleys after adding something to the basket on your website.
What do you do in such a situation to salvage a sale?
A Cart Abandonment Sequence is the answer.
Using a carefully structured shopping cart that captures your prospects email before they have the option to checkout allows you to save any potential missed sales (and trust us, there are LOTS of them already happening on your site).
At Magnet Monster, we’d go as far as saying a Cart Abandonment Sequence is the biggest missed opportunity for making sales available to any online business right now.
We typically implement a 4-stage sequence, that follows a pattern similar to this:
- A reminder that the customer has abandoned their cart and they’ll save the cart for them for 24 hours
- Asking the customer if there was a problem that resulted in them failing to complete the sale and asking them if they’d require any further assistance
- A generic piece of content (blog article or video) related to your business/brand, designed to win back trust and spark interest again in your product/service
- A generous discount % designed to push them over the line and complete the sale
You really have nothing to lose by implementing this sequence.
Next time you examine the sales on your website, keep in mind that roughly over 75% of your existing traffic will abandon their plans to buy from you and implement a Cart Abandonment Sequence to rescue the sale.
Bonus: Magnet Monster’s Email Marketing Mastery Service
This one isn’t an automation, but it’s a service that’s still crucial to the success of your business and is our most popular with clients we’ve built Lead Magnets for.
If you have a growing list, then you need to be emailing them often.
However, we are aware that many businesses simply don’t have the time or manpower to email their list on a frequent basis – a HUGE missed opportunity given the ROI left on the plate!
At Magnet Monster, we offer an Email Marketing Mastery Service which includes 4 emails, created from scratch on a monthly basis to market to your audience.
These emails are created in conjunction with your current marketing goals and interlay various offers, discounts and blogs/video content you wish to market to your followers on a monthly basis.
Each month we consult with you to find out your goals and then take the reigns from you by emailing your list directly for maximum ROI.
Price: £399 per month
Email Marketing Images
In addition to social media images, we also support your email marketing efforts with customisable images per month to support our Email Mastery Package.
£25 per image.
Can you survive without these email sequences? Certainly. But will it result in you not maximising your businesses online potential? Absolutely.
Intelligent marketing automation can take the stress out of the constant need to plan social media campaigns, implement PPC and content marketing.
Done correctly, it alleviates the pressure on your online business and enhances your sales on autopilot at rates unfathomable to people who don’t understand their value.
At Magnet Monster, we’re on hand to compose each Email Sequence for any of our clients as a separate service – or included – as part of our Lead Magnet service. Contact us today for a free consultation and let’s rescue the money currently leaking through your business on a daily basis.