We are going to be talking about setting up some automations on your email platform, so that the people on your list get nurtured very specifically without you having to do the same work over and over again.
1. Segmenting your list.
2. Set up a nurture sequence.
3. Set up automations for your regular content emails, abandoned shopping carts, etc.
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So you know those emails you get when you sign up to a mailing list? Did you know most are not written then and there?
If it is someone smart, they have created a nurture sequence and scheduled their regular content.
They also have a method of tagging people in their database or email software to know how someone came to join their lists.
In this episode, I won’t be giving specifics on how to do this, as they will vary from database to database, email platform to email platform. They may be affected by whichever landing page you use, and so forth.
If all these things make you a bit panicky because you don’t understand them, don’t worry, just have a listen to this episode so that you understand the theory, and then find someone in Upwork to do the practical stuff.
For example, I am not a fan of scheduling the emails, so I found someone in the Philippines via Upwork who schedules my emails when I send her the content.
But in order to hire someone to do this, it is important to know what to ask of them.
TIP 1 Segmenting your list
If you don’t want to do this yourself, don’t feel obliged. Talk to your tech person. If you haven’t got a tech person, get a tech person, have a look on Upwork or Fiverr and find someone who will do what you want them to do for a very, very affordable price.
What segmenting means is putting people into different categories. Each person might have loads of categories or loads of tags, they have different names for this depending on what platform you’re using. But what you really would like to know is how people come to join your list. Is it a different promotion you have been running or is it a webinar you are hosting or is it an opt in that you made available?
Because these things will tell you a lot about that person. Whether that person goes to certain pages on your website or if they abandon the cart at some point, put something in the shopping cart and then don’t purchase it. What are they looking on on your website? Which webinars are they attending? Are they staying throughout the whole of the webinar? Are they then clicking through to the sales page and so forth. A good tech person will be able to set up your website and your email platform or your database so they talk to each other so that you can know all of this stuff because then you can approach all of these different people with a series of emails to help convert their sales or get more sales from them or upsell from them.
So for example, if you have abandoned a shopping cart, have you ever had this where you’ve then later on down the line got emails offering you 10% off what’s in your basket? Amazon do it. A bunch of other people do it. It’s because they’ve managed to tag that you have something in your cart that you’ve abandoned. So you were interested enough to go in the shop and add things to your cart, but something stopped you from actually going through completing the sale. And if it was price, that’s how they want to help you combat that by offering you a bit of a discount or some kind of incentive to actually carry on through with that sale.
So think of all of the times where you have been, I don’t want to say the victim, but the victim of segmenting.
Maybe you’ve joined a mailing list because they’ve offered an opt-in that you found super interesting.
For example, one of the options I offer is a no-brainer social media planner, where it tells you day by day what different things you could post on your social media. Now if you joined during that promotion or to receive that opt-on, then I’m going to assume that you’re either interested in my work or more specifically you’re interested in learning more about social media content. So if I ever brought out another product to do with social media and social media content and so forth, perhaps I would set up a series of emails to go out to people who had downloaded that specific opt-in and target them knowing that that is their specific interest. Is that making sense? So have a little think about what your products are, what the different pages on your website are, what you would like to know about the people joining your mailing list.
This can be super useful in terms of learning about the different groups on your mailing list and how you can target them specifically and scoop up anyone that gets left behind.
Tip 2: Set up a nurture sequence
When someone registers to your mailing list, they will automatically get a series of emails that you have set up already. So you don’t have to do this every single time someone registers to your mailing list. It’s already automated.
When someone signs up to your mailing list, they are warm. They have looked at your site or they’ve looked at some link somewhere or they’ve seen your freebie and they are interested in you at this point. But imagine they sign up to your mailing list the day after your e-newsletter goes out. And imagine you only send your email newsletter out once a week, once every two weeks, once a month, which you know, in internet time, is a really, really long time, right?
So at the time when they are really warm to you, they might not receive anything for quite a long time in internet speak. So what you want to do is have this automated chain of emails that will go out to someone regardless of when your next e-newsletter goes out.
So here is what I recommend, and this is just a guide, please have a little think about what services and products you’re offering and who to and tweak this to suit your needs.
Email one will go out almost immediately, usually. And we’ve all had these emails. It’s an email basically just saying, thanks for registering, you can change your preferences whenever you like GDPR, etc. What I like to include in this is to ask a question. These people are super warm to you, enough to register for an email, even though they already get thousands of the newsletters, right? So ask them a question, engage with them even further. Make them even more invested in you. Make them feel like you really care because you do, right? You want to know these new people are your potential future customers. So what do they want from you? What can you help them with? Now this question will really depend from industry to industry, right? So for example, I like to help startups and people who are self-employed. So I might ask the question, what is your biggest pain point in your business right now?
Email two; we want to have some kind of social proof that you are as awesome as you say you are. So this email will go maybe a day or two after the previous one. And you want to include either testimonials or screenshots of your Facebook reviews, maybe even a little video with someone talking about how great your services are or your products are, but something that gives you credibility, right?
Email three again might be a day or two after the previous email. And here I would introduce an introductory offer. You want to instill some kind of urgency for people to buy from here in now. Now, like we said, they are already warm to you. So what we would like to do is make them take that next step into being your actual customer. So this introductory offer, again, this is where as you saw to help with this, with the segmenting that we talked about. Ideally it would be related to how they’ve come in onto your mailing list. So if they came onto your mailing list because they downloaded a freebie on social media planning, then perhaps you give them an introductory offer on your social media planning course or something along those lines.
Email four; I would direct them here to some more free content. Or maybe it’s a podcast. You want to continue showing them how awesome you are and how right they were to sign up to your mailing list and how much they’re going to benefit from it. And it’s not going to be all salesy, but you were also going to give them a lot of free stuff that is just going to be a gold mine to them.
So again, really useful if you can tag this, if you could see who’s clicking through all these different links, right? So you can get even more understanding about the people who are coming onto your mailing list.
And then email five again a day or two after the previous one, I would send another reminder of the introductory offer and remind them that this introductory offer has an expiration date. Again, we want to instill some kind of sense of urgency and encourage them to go from being sort of your audience to being a customer.
So that’s what I recommend for a nurture sequence. Now you might want to start just by writing your general nurture sequence and then perhaps you tweak it. Again, going back to the segmentation, perhaps you tweak it depending on how and when people have come onto your mailing list. If it’s with regards to a specific webinar, maybe the introductory offer is related to that webinar content. If it’s because they bought a specific product, then they’re already a customer, so maybe you want to encourage them to upsell or perhaps buy that next product from you.
Another tip that I got from the amazing Amanda Cook from the Wellpreneur is to separate out the actual content writing from the technical logistics of this. And so what we mean by that is write the actual content for these different emails, just write it in a Word document. It doesn’t have to be anything fancy. And then later on, figure out how to schedule it in your email client or send the content to your tech person or your Upworker or whatever. But think of it as two separate acts because chances are one of them bothers you more than the other, right? And to, to thinking of it as one act one task is perhaps a bit too much or too overwhelming. So first, write the content for your nurture sequence and then figure out the logistics or get someone else to do the logistical side of it.
Tip 3: Set up as many automations as possible
Now tip three is basically to set up loads of other automations based on your segmenting and based on your weekly content, based on your launches, all of your emails can be scheduled in advance. Doesn’t that sound great? Doesn’t that sound amazing?
You could do the emails for the following month or when you decide to do a launch, sit down and write all of the emails for that launch in one go. Anything that you can batch together and do in lumps rather than ad hoc here and there will be more organized, you’ll be able to see the chain of thoughts in your emails better. So you will make sure that they are not repetitive and they make sense one after the other and that you’re keeping it fresh and interesting and it will just save you loads of time.
If you have to get into the zone, do the work and then you fall out of the zone and then you have to get into the zone a couple of days later to do a similar task. All of that getting in and out of the zone takes a lot of time and energy. Whereas if you batch it, you’re just getting in the zone and you’re bashing out the stuff one by one.
- Segmenting your list.
- Set up a nurture sequence.
- Set up automations for your regular content emails, abandoned shopping carts, etc.
In the meantime come join us on our facebook page www.facebook.com/thebeautyofourdreams