Email Marketing

Lesson 10 – The Email Sequence/Funnel

Lesson 10

Let’s revisit what we’ve learned so far:

  • Understand why email marketing is so important to your business -- 4400% ROI

  • How to persuade people to give their email address to you

  • How to create an irresistible lead magnet that people can’t wait to get their hands on

  • How to achieve high opt in conversions

  • Strategies for maximum email open rates

  • Important elements that should go into the email body

  • How to craft slick CTAs for maximum conversions

You’ve come a long way, Padawan! Lemme give you a pat on the back!

We’re almost done, but not done yet!

Next, you want to create an email sequence, sometimes also referred as an email funnel.

There are 2 types of email sequence:

  1. The simple email sequence

  2. The complex email sequence

The Simple Email Sequence

The simple email sequence is a series of emails that you preload into an email automation tool, to be sent to subscribers automatically… depending on when they joined your list.

This means once you’ve loaded the emails into the tool, the emails will be sent out like clockwork without any further input from you.

Whether you’re sleeping or taking a vacation with the family, emails will continue to be sent out on your behalf.

The number of emails in the series can be as much or as little as you like. To simplify things, let’s start with 7 emails. So these 7 emails are sent out over a period of 7 days (1 email per day).

Here’s an illustration of the workflow of a simple email sequence:

  • Today a new subscriber signs up (e.g. John). He’ll get email #1.

  • Tomorrow, another new subscriber (Mary) signs up. At this point:

    • Mary gets email #1

    • John gets email #2.

  • The day after… another new subscriber (Peter) signs up. At this point:

    • Peter gets email #1

    • Mary gets email #2

    • John gets email #3

  • Etc.

Here’s what a simple email sequence looks like:

As you can see, the flow of emails to the each subscriber is linear. They receive emails based on WHEN they join your list.

The Complex Email Sequence

A complex email sequence typically consists of visual workflows like this:

Image source

Instead of just a “linear-esque” email series like a simple sequence, a complex sequence gets a lot more complicated. Rules, if/then logic, and conditions are introduced into the workflow, which can get really messy and difficult to decipher and make sense of as your workflow gets more complicated.

Not to mention you can have nested if/then logic and questions.

This takes much more time and energy to set up compared to a simple sequence.

If you’re just starting out with email marketing, I highly highly recommend you go with a simple email sequence. If you really want to have some kind of “if/then” rules, you’re better off using a separate “rules” page, which most email automation platforms should support, like this:

Screenshot taken from inside BirdSend’s “Rules” Page

After 6 months or a year... when you’ve become familiar with how things work AND if you have more complex needs not met with a simple sequence and “rules”, then you can try out a complex sequence. It’s never too late.

I personally still use a simple email sequence + “rules” to this date.

How Many Emails Should I Load Into A Sequence?

For starters, I recommend 7 emails, with the frequency of 1 email per day to be sent to your subscribers.

If you have more experience in email marketing, feel free to increase that number.

Why 7 emails? Why not just 3 emails or lesser?

Because people receive tons of emails in their inbox, and it’s hard to get their attention. Every single email is vying for their attention, so if you send more emails rather than less (your name constantly show up in their inbox), you have more chance of getting their attention, more chance of building a good relationship with them so that they know you’re the expert in your field, trust you, and eventually buy from you.

Also, it takes 7 interactions with a prospect before he buys from you (source).

People don’t buy services, expertise, consultation, and courses from strangers. They buy from people they know, like, and trust.

BirdSend helps Infopreneurs & Service Businesses grow their email revenue + know which emails are generating the most sales, so that you can write more profit-pulling emails like that... instead of writing dud emails that don't work.