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Email Marketing Information |
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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: "This treatment is a cinch: Simply attach the included 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: 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 include your hours of operation and time zone. 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, choose: "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! Beka Ruse is the Business Development Manager at AWeber Communications. Experience the acclaimed customer support and reliability of AWeber autoresponders. http://www.aweber.com/lfs.htm
MORE RESOURCES: Mastering B2B Email Marketing in 2025: Unlocking the Keys for Sustainable Growth and Engagement Block Telegraph Content and Messaging Strategies for Long-Lifespan Products MarketingProfs.com Email Marketing Personalization: How to Make Every Email Count North Forty News Bento Elevates Ecommerce Email Marketing Practical Ecommerce Email Marketing Developments in 2024 and Their Ripple Effects in 2025 MarketingProfs.com 22 Email Marketing Platforms to Know Built In Industry KPIs: Email marketing metrics improved in most recent data—with a cautionary note eMarketer A Quarter of Global Consumers Unsubscribe from Emails Weekly – How SMBs Can Boost Email Marketing Strategies Business Wire Don't Sleep on Email Marketing — Here's Why It's Still Your Business's Most Powerful Tool Entrepreneur Email Design Trends for 2025 Designmodo 9 Email Marketing Best Practices in 2025 Metricool Email Marketing Friday Forum MarketingProfs.com Best Email Marketing Tool (2025): Klaviyo Recognized as Top Email Marketing Service by Consumer365 GlobeNewswire Predictive Analytics Methods to Improve Email Marketing Spiceworks News and Insights Email Marketing Friday Forum MarketingProfs.com Five Ways to Unleash the Power of AI in B2B Email Marketing MarketingProfs.com Top 10 Best Email Marketing Services Software Platforms for 2020 Spiceworks News and Insights Shoppers Who Buy Via Email Spend 138% More Than Those Who Don't. Here Are 9 Email Hacks to Capture Their Sales Entrepreneur Email Promotions Tab Hysteria Is Back! (Thanks, Apple) MarketingProfs.com How To Start a Newsletter To Earn Subscribers Taboola.com Top 41 B2B Email Marketing Statistics You Need to Know in 2025 Influencer Marketing Hub Top 5 Email Marketing Tips for Driving Revenue in 2025 The Source Magazine The Realtor’s Guide to Email Marketing NeilPatel.com Google Announces Gmail Dynamic Email: Impact on Email Marketing Spiceworks News and Insights Striking The Balance Between Mass Campaigns & Tailored Outreach For Email Marketing Demand Gen Report Email Marketing Friday Forum MarketingProfs.com Why is DMARC Important? [2025 Updated] Security Boulevard 5 Best Email Marketing Companies in 2025 UI The Daily Iowan The future of email marketing lies in AI Fast Company 5 Tools for a Successful Email Newsletter Re-Engagement Campaign National Shooting Sports Foundation Zeta Marketing Platform Named a Leader in Analyst Report on Email Marketing Service Providers, Q3 2024 Business Wire |
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