Every entrepreneur knows that growing your list is one of the smartest things you can do for your business. You get that you need a great opt in offer, and you’ve got to put it in front of the right people to get them to give you their email address in exchange for the information you have to share with them.
You understand that your opt in offer should be something that is in alignment with what you want to be known for and what you have to sell (there’s no point in building a list of people who opt in for your ebook full of fantastic Instapot recipes if what you want to sell is a course on video marketing, right?).
But that’s often where things stop for most entrepreneurs, and that’s why they aren’t seeing the SALES results from building their list.
What Comes After the Opt In?
Once someone has opted in to your list, do send them follow up emails that lead them to a paid offer? or do you simply add them to your list and start sending them your newsletter?
If you aren’t sending them an automated follow up series of emails, you are absolutely, positively, without a doubt leaving money on the table (and no one wants to be doing that, am I right?).
The web pages that make up your sales or opt-in funnel are only the beginning. To truly encourage sales, you need to stay in contact with your readers. The easiest way to do that is through your email manager (think Active Campaign, Convert Kit, Infusionsoft or even Mail Chimp), by sending periodic emails with various related offers.
What Should Those Emails Say?
Let’s take a look at a typical follow-up sequence for a free opt-in series. In this case, your reader has attended a free webinar that promoted a high-ticket training program. In the days that follow, you’ll want to stay in contact with an autoresponder sequence that automatically sends email at specific intervals. This same sequence could be used to follow up after they download an ebook, checklist or some other instant access opt-in.
Email 1: This is going to be the first email that goes out after they confirm. It should give the reader access to your free webinar, so that can be a link to the replay, or that instructions to join you for the live event. You will likely also want to include a couple of reminder emails if they event is live.
Email 2: This is the replay email for a live event, or the first follow-up if the original was a replay. In this email, it’s a good idea to offer few bullet points of what they learned, encouragement to watch the replay (if you can legitimately say it’s only available for the next XX days, even better), plus an offer to purchase the training program.
Email 3: A few days later, you’ll want to follow-up again. This time, consider including a case study of someone who used your training program. When combined with a great offer, reading about the results someone else achieved can be a powerful motivator.
Email 4: Use this follow-up message to remind readers that the replay is going away (if it is), and also to answer any objections. For example, you might list some FAQs or even questions you’ve received about your refund policy, who the program is for, or payment options. Remind them about the offer.
Email 5: This is your final reminder that the offer is going away soon. At this point, you may want to encourage the reader to email you with questions (if you have the systems in place to manage a lot of email, that is).
Email 6 and beyond: If your reader reaches this point without buying, then it may be that your product is just not right for her. From this point forward, you should continue to stay in contact by offering great information, case studies, tips and other interesting content, but also to offer other products that might be of interest.
One Thing to Note…
One important thing to remember about this email sequence: if your reader buys your program at any point, you must remove her from this sequence. It will make no sense for her to get email #5 with that final offer reminder if she purchased your program after email #3. Most autoresponder services, such as AWeber, have automation built in that allows you to move subscribers from one list to another based on their actions, so be sure to set that up as you’re building your funnel emails.
This kind of automated approach to email marketing is what will help you build a true passive sales funnel, so look for opportunities to use this system as you build your business.