If there's one thing that every sleep consultant should be doing, it's email marketing. This invaluable tool gives you the ability to reach out to potential clients and existing customers in a very personal space - their inbox!
But what do you actually do with this kind of influence?
Email sequences are one of the best ways to use your existing database to get new clients and keep existing ones happy. In this post, we'll cover three common types of email sequences: welcome, sales, and re-engagement.
Email sequences are a great way to build relationships with your audience.
Email sequences are a great way to build relationships with your audience.
Email marketing is one of the most effective ways for you to engage with your clients and prospects. It's also one of the most cost-effective ways to do so! You can use email sequences to help deliver valuable content, build trust and credibility with potential customers, and even create an opportunity for them to buy something from you.
Welcome Sequence
A welcome sequence is the first series of emails you send to your subscribers after they've signed up for your list. It's a great opportunity to introduce yourself, share more about your business, and provide value in the form of a freebie or other valuable resources that will help them decide if they want to continue receiving emails from you, and maybe even work with you in the future.
It should also serve as an introduction to how you operate as an email marketer--what type of content do you send out? What kind of personality do you have? How often do people expect to hear from someone like this? Using this email sequence as an opportunity to tell your story can help build trust with new subscribers by showing them who YOU are before asking them anything else (like their money).
The best part about welcoming new subscribers is that it doesn't have to be complicated!
We recommend having a freebie of some sort you can provide in exchange for their email. Then, they’ll have opted into your subscriber list and you can email them all you want, unless they unsubscribe, of course.
Here’s what a sample welcome sequence might look like:
Deliver the freebie
Introduce yourself, your story, and your business
Provide more value and resources
Provide social proof for your business
Ask for action!
The goal of this sequence is to introduce your subscribers to your business, make them aware of how you can help them, help them so that they begin to trust you, and ask for the next steps, whether that’s purchasing a guide, course, or setting up a call with you. You are there to help them solve their sleep problems!
Sales Sequence
The sales sequence is the most important part of your email marketing strategy, so it's worth taking the time to consider how you can make it work for you.
The sales sequence should be broken down into a series of emails that move prospects through the buying process and lead them toward purchasing. You want these emails to be personal, helpful, and relevant--not spammy or pushy!
Personally, I send out sale sequences 2-3 times a year, for about 7-10 days each. 5-6 emails in this sequence should suffice, and if you only do it a few times a year it won’t feel like you’re overdoing it.
Make sure you have emails that include the following:
Announce the sale or promotion.
Highlight the problem your service or course solves. Agitate the problem. Share the solution - your services or your course!
Share social proof that your course or services do, in fact, solve this problem.
Answer FAQs about your course or services.
Sale reminder - it’s almost over!
Final reminder - this is the last call.
Re-engagement Sequence
Once you’ve started your email list, it’s important to keep up with it so that your subscribers know, like, and trust you. You also can stay top-of-mind so that if and when they have sleep issues, they know exactly who to reach out to.
Life happens, though, and sometimes email marketing is the ball that gets dropped.
The re-engagement sequence is the series of emails you send to your subscriber list when you haven't been active in a while. This can be used as a way of getting customers back into your business, or it can be used for scrubbing an old list of inactive subscribers and getting rid of anyone who is bringing down your open rate or click rate.
It's important not to just send out one email and call it good; especially if you're trying to generate sales. So make sure that every person who signs up gets at least three emails within the first few weeks of signing up with your business--and then continue sending them on a regular basis after that! How often?? Weekly. Yes. I’ll say it again. WEEKLY.
Email sequences are a powerful tool for getting new clients and keeping existing ones happy.
Email sequences can help you build relationships with your audience by providing valuable content, while also giving them the opportunity to opt-in to receive more information from you in the future.
If one of your goals is to grow your business, using email marketing is one way that will help you achieve this goal by driving traffic back to your website or landing page where they can learn more about what it takes for them to work with you as their sleep consultant.
Not sure where to start with your email marketing?? We use and love Flodesk (get 50% off your first year with them when you use our affiliate link!). Read more about why we love it here!
Need help getting things going?? Need help moving things forward? Have a sale coming up that you want to promote with a sales sequence? Reach out today, and we’re happy to help!