What’s the best way to follow up with new subscribers when they join your email list?
When I started to research how to create the best possible nurture sequence, I noticed something surprising…
The vast majority of online businesses make no attempt to follow up with their new subscribers after the initial opt-in email. They either go silent until it’s time to launch their next programme, or they move their subscribers straight onto their regular newsletter list.
This is a HUGE mistake.
In this video I explain 4 other big mistakes online businesses make with their nurture sequence and how you can optimise yours, so you can increase your sales by 50% and dramatically lower your cost per conversion.
Click the video below to find out how.
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Hey Anna here. I wanted to talk to you today about the seven simple emails that you can send to your list, to boost your conversions by as much as 50%. Often when we get new subscribers on our list,
we’re not sure what to say to them in those first seven days.
So we end up saying nothing and we just bung them on our main newsletter list, so they don’t hear from us for a long period of time. What can happen here is that your unsubscribe rate ends up quite high because your subscribers have forgotten all about who you are.
So if you’re struggling to know what to say to your new subscribers in the first seven days after joining your email list, make sure you stick around and watch the rest of this video where I’m going to teach you the biggest mistakes that business owners make when they write their nurture sequence and the steps that you can take to optimise your nurture sequence so that you maximise conversions and radically reduce your cost per lead.
First of all, what even is a nurture sequence?
A nurture sequence is a sequence of emails designed to welcome your new subscribers to your email list, after they’ve opted in. These emails are automatically drip fed to your subscribers over a period of around seven days using your email marketing software. They’re designed to solidify your new relationships and position you as a trusted expert so that you’re leading your prospects down a path so they’re ready to buy from you.
Before we dive into how you’re going to optimise your nurture sequence, I just wanted to talk through the biggest mistakes that I see business owners make, after they’ve sent out the opt-in download email.
Now over the years because I’ve been so keen to learn how to create the perfect nurture sequence, I’ve opted into a lot of email lists. And one thing that has surprised me is the number of big-name influencers and high-visibility businesses that have no nurture sequence at all. The problem with this is that with the speed that the internet moves, if your subscriber opts in to your email list on a Sunday and it’s six or seven days before they receive your regular email newsletter,
there’s a high chance that they will have forgotten why they opted in to your list at all. With no name recognition, there’s a much higher chance of them unsubscribing from your list, between them opting in and your next communication. Which is why it’s really important that you solidify that relationship by putting in place a solid nurture sequence.
The next problem I see all the time is that nurture sequence emails can often be these kind of generic tips based emails. Obviously it’s important to give value in your emails, but it’s also important to tell your own personal story so that people get a sense of the person behind the brand.
Which brings me onto the next mistake, where many business owners don’t put any of their own personality into their nurture sequence. So it’s all very corporate sounding, its high value because they’re giving away lots of free extra value information, but I’m not getting a sense of your personality as I receive your emails.
The fourth mistake I see often in nurture sequences, is that there are no opportunities to engage in a one-to-one dialogue. Now the reason why this is important is because when you have a new subscriber joining your list, they’re obviously a warm lead. They’re keen to get to know you and this can be a real missed opportunity if you just see your email list as a group of people to bombard with email blasts.
The final mistake that people often make with their nurture sequence is that they don’t give any logical next step at the end of the sequence. So they kind of leave their new subscriber hanging. What you want to do is make sure that you keep the relationship moving so that it doesn’t just become this kind of awkward dead end. Now you might be wondering why you should bother spending the time to craft these seven emails.
Well the truth is that a well-crafted nurture sequence can actually increase your sales conversions by over 50%. As I mentioned before it can help you to lower your unsubscribe rate because it helps to create name recognition as you appear in your new subscribers inbox. If you’re running cold traffic, it can reduce the cost of your conversions by as much as 33%.
Your nurture sequence also helps you to qualify your leads Often somebody might download your opt-in who isn’t your ideal client. What the nurture sequence does it gives people the opportunity to see
whether they liked what you’ve got to say and then they can disqualify themselves and unsubscribe which helps to keep your email list much cleaner.
The final reason why you should bother is because your nurture sequence is going to move your prospects along the customer awareness scale, so that they are then much closer to buying from you.
Without geeking out too much on Jean Schwartz, I just wanted to very quickly touch on what the customer awareness scale is. Every buyer goes on this customer journey, from most unaware to problem aware to solution aware, to product aware and then to most aware, which is when they’re absolutely dying to buy from you. Your new subscribers, when they join your list, are somewhere between most unaware and solution aware on the customer awareness scale, which means they’re not yet ready to buy from you. The goal of your nurture sequence is to move your buyers from the most unaware end of the spectrum, along the scale and down to the most aware.
Now not all of your subscribers are going to be absolutely ready to buy by the time they’ve got to the end of your email sequence – and that’s okay. You can just move them onto your main list and continue to nurture them over time until they’re ready.
But there are going to be other people who are ready to buy, which is why it’s so important for you to offer them the opportunity to take the next step with you as they get to get to the end of your nurture sequence.
Now that you understand the importance of having a solid nurture sequence, I’m going to run you through a couple of ways that you can optimise your nurture sequence so that you can increase your sales conversions from your email list.
The first thing that you want to do is send seven daily emails over a period of seven days. Not all of these emails need to be particularly long, but you do need to consistently show up with people so that you start to build that name recognition when your emails land in their inbox.
The next thing you need to do is use your nurture sequence as an opportunity to share your personal stories and show your personality. Don’t use corporate language, use the kind of language that you would speak when you’re speaking out loud to your friends and your family. Also share your origin story and the success stories of your clients.
The next thing you can do, is include a couple of one-liner spear emails, and these are just very short closed-ended question emails, which are designed to trigger your new subscribers to send you
a reply. What’s so great about this, is that it opens up a one-to-one dialogue with your new subscribers so that you can start to solidify that relationship and show them that there’s an actual human being on the other end of the email.
The other thing you can do is help to make your new subscribers feel extra special, by sending them exclusive bonus content. This could be in the form of a bonus video that only new subscribers can access when they’re in your nurture sequence. It could be another download. It could be just that the body copy of your email has some really helpful tips that are going to help them to implement what they’ve already learned from your opt-in.
Then the final thing, is that you want to make sure that you’re leading your subscriber towards a logical next step. Now as I mentioned previously your buyer is going on a journey with you as they move through your nurture sequence. There are going to be some people who are ready to buy from you, so make them an offer or if you don’t have anything that you specifically want to sell them at that point,
why not offer them a free consult? Some kind of 20-minute free call that they can have with you just to keep the relationship warm, so that you’re not just leaving them hanging at the end of your nurture sequence.
Now, if you found that helpful, make sure that you check out my blog for more helpful information on how to improve your emails and tell better stories to your subscribers.
You can check that out at www.wordistry.co.uk/blog.