MODULE 9 – WRITE YOUR FOLLOW-UP EMAILS

One of the most important parts of creating a lead magnet is the follow up. After all, the whole point of creating your lead magnet is to bring your target audience into your email list so that you can build relationships and market your paid products and services. Therefore, creating and setting up the follow up emails is crucial for your success.

The great thing about follow up emails is that they are automatically sent by your autoresponder once you set them up. You load your emails into the system, and then it all works together. Your prospects enter their email address, they are sent to the thank you page, and an email is simultaneously sent to them.

If you don’t already know, the BeInfinite platform automation can serve as you’te autoresponder and will allow you to set up a series of emails to automatically go to the inboxes of people who have signed up for your lead magnet.

Explain It to Them

The first email you should send is a thank you message, and a reminder about where the download page is (where applicable) for your lead magnet. You’ll want to remind your subscribers about how they signed up for your email list, what they received, and what they can expect from you in the future.

The goal of the email series you send is to convert your leads to customers. You accomplish this by establishing trust. The first leg of this challenge is achieved by sending them the lead magnet. The lead magnet shows your subscribers the type of quality products and services they can expect from you in the future. The emails will reinforce your knowledge, your authority, your skills, and help build trust and confidence.

Choose Your Frequency & Segmentation Strategy

You can set up emails to go out as frequently as you want or need to. However, you must set them up to go out at least weekly. If you send emails fewer than weekly, there is a chance the lead will forget that they signed up to receive your messages and then they’ll unsubscribe. You can also set up a series of emails as long or short as you need them to be. You can even add more on the fly as one-off broadcast emails after you’ve set up your series.

For this first set of emails, consider creating 5 to 7 emails in the series to help convert them to buyers. You can also set up triggers within the system to move subscribers to different lists at different points. This is called market segmentation. Don’t worry, it’s not difficult to do and is all automatic based on the options and settings you create within your autoresponder service.

For example, if a lead hasn’t responded after five emails, they can be moved to a more general email list that isn’t promoting a specific product but is still providing valuable content. Or, if a lead does respond and makes a purchase, they should be removed from that list into a customer’s list so that you no longer market the same product or service to them.

When you create your series, each email should build upon the other. You should have a goal for the series or sequence of emails that go to your leads. Plus, you will want to have built-in triggers that are based on the lead’s behavior that will move them to a new list, or eventually drop them off the list.

A Good Sample Schedule for An Email Autoresponder Sequence

• Email 1: Confirmation email. Your autoresponder service likely has a template for this first email. It is called a double opt-in email and is important. This will help you avoid issues with anti-spam laws.
• Email 2: Thank you email. This is the email that will be triggered after your subscribers finish the opt-in process. If the lead magnet is a download, you’ll send them to a download page so that they can get the lead magnet they signed up to receive. Some of this process will be created by whichever software or plugin you choose to use from the previous modules, such as BeIninfite. Plus, you want to inform your new subscribers of what else they’re going to receive from you in the future.
• Email 3: Get started email. In this email you’ll want to acknowledge that your subscribers have had time to read or consume the lead magnet, plus provide some tips that will enable them to get the most out of it.  Remind them that you’ll email them again soon. You want them to look forward to your messages.
• Email 4: Benefits email. Tell your subscribers how valuable your lead magnet is, how awesome they are for being smart enough to get it, and the results they should be getting. Provide additional instructions on using the lead magnet if possible. Then, provide a link to a new special offer related to the lead magnet.
• Email 5: Tips for Success email. People love getting tips and tricks in their email that they did not have to take time to find. Make your subscriber feel good for opting in, let them know again how smart they are, offer a few testimonials, success stories, and ideas about how they too can be successful. Refer them to a special offer.
• Email 6: Bonus Gift and/or Promotion of Special Offer. If your subscribers didn’t answer your call to action yet, ramp up the offer with a bonus gift, or mention the time limit on the special offer. Give them a little more education into the benefits of your solutions.
• Email 7: Additional Resources. Tell your subscribers about other things you have to offer. As long as they’re aligned with your lead magnet benefits, then news of other offers will be good information to provide. Be sure to mention your special offer again if they’ve not taken you up on it.
• Email 8: Check in email. Sending personal messages is a good idea if someone hasn’t taken you up on your special offer yet. You can talk about people who have taken you up on the offer, or ask them to come to a special discussion group or webinar for more information about your offers.

Continue in this manner as long as you wish. But, be sure to move people from this list when they have made a purchase, or when they’ve taken some action that indicates that they want to learn more, such as joining a teleseminar or webinar.

Here’s a simple series of steps you can follow to help design and craft an email series.

1. Get to know your autoresponder software. It probably has video tutorials that can help you learn to use it. You can also outsource to someone who knows how to use the software if you prefer, such as a virtual assistant (VA).
2. Think about additional information, tips, and resources that would help your subscribers use and benefit from your lead magnet.
3. Start thinking about your products and services and which one you wanted to promote when you made your lead magnet (the goal of your lead magnet). Write down the benefits of this product or service.
4. Using the additional information, tips, resources, and list of benefits, determine what the topic will be for each of the emails you want to send.
5. Collect the links you need to insert into the emails for product promotion.
6. Craft your email series.
7. Determine the actions you want your autoresponder to take at different points, based on its options and features. For example, moving a subscriber to a customer list once they’ve purchased something. Be sure to program those appropriately when you upload your email series.

Action Steps:

1. Create a schedule and topic list for your autoresponder series. Use the planning template provided to help define a goal and topic for each email.
2. Write each of your follow up emails per your outline above.
3. Load the emails into your email autoresponder service.