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:
- Have a customer case study? This is a great place
- Selling complimentary products? Detail one of
- 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?
Customize message four for your unique product. Try one
of these ideas:
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."
"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