How to Structure an Email Follow Up Series


    Marketers the world over use follow up autoresponders to

    increase sales. But, many struggle to write a compelling

    message series. Don't let that keep you from your share of

    the profits! Print and follow these instructions; you'll

    soon be following up with finesse.

    (Examples in this article use the fictional product "Green

    Garden Lawn Fertilizer". Any similarity to actual products

    is unintended and coincidental.)

    Message 1 - Big Benefits:

      Many of the sales resulting from your follow up series will

      come after the very first message. Keep this message short.

      Just take 500 or so words to flesh out a handful of your

      biggest benefits. For example, part of the Green Garden Lawn

      Fertilizer company's first message might read:

        "A Lush Lawn: Green Garden Fertilizer will give you a

        lush lawn in just 2 weeks! Density will increase up to 50%..."

        "No More Brown: Watch your lawn become 3-5 shades

        greener with regular treatments"

    Message 2 - Establish a Need:

      Use your second message to explain why your product is necessary.

      First, lay out the situation leading to a need for your product.

      Then, show that your product will meet that need. For instance:

        "Lawns across the country are looking dull. Homeowners water

        and mow to no avail. But, not those who use Green Garden

        Fertilizer! They've created lush, beautiful lawns"

    Message 3 - Tool Talk:

      In your third message, show the lead how he will go about

      actually using your product. Detail any tools or supporting

      material that you offer. In the case of our fictional Green

      Garden Fertilizer, part of this message might read:

        diffuser to the end of your garden hose, creating a

        sprinkler. Run the sprinkler for 15 minutes each week.

        You will see an improvement after just one treatment!"

    Message 4 - The Wildcard:

      Customize message four for your unique product. Try one

      of these ideas:

      • Have a customer case study? This is a great place

        for it.

      • Selling complimentary products? Detail one of

        them here.

      • Selling a real-world product? Explain shipping

        / tracking now.

      • Have a bricks and mortar office? Invite the

      • Are you personally a visible part of your brand?

    Message 5 - Questions? Comments?:

      Your lead may be waiting to purchase until you explain one

      particular thing. By asking outright, you can speed the

      sales cycle to a close.

      Start the fifth message by asking your prospect if he has

      any questions. Give him several ways to reach you, and

      Take the rest of the fifth message to answer some of the

      questions your prospects ask most often. For instance:

        "Are you excited about the lush lawn you'll have with Green

        Garden Fertilizer? I hope so! Let me go over some questions

        our customers have asked in the past"

    Message 6 - Testimonials:

      With your sixth message, show off your satisfied customers.

      Choose several of your best testimonials, and list them here.

      Look for quotes from customers who are obviously excited about

      your product, but that still sound believable. For instance,


        "I'm thrilled with my Green Garden Fertilizer! Just two weeks,

        and my lawn looks better than it has in years."

      Instead of:

        "Green Garden Fertilizer is miraculous! It turned my back lot

        into a rolling meadow in days - and that lot is PAVED!"

      (The testimonials in this article are made up examples. All of

      your testimonials, however, must be real. Fabricating

      testimonials is illegal.)

    Message 7 - Last Chance:

      Your final message serves as one last reminder of your product.

      Briefly reiterate its most impressive features. Then, throw in a few

      testimonials or a very short case study. Round out this message

      with your contact information. Our example product's final

      message might read:

        "Over the past several weeks, you've heard about how Green

        Garden Fertilizer can turn your lawn around. Customer Dusty

        Dan tried it, and he says, 'My lawn has never looked better...'"

    Follow Up With Finesse

      Automation means that good follow up doesn't have

      to be time consuming. Now, creating a message series is just

      as easy!


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