How To Develop A Series Of Emails That Pre-sell Your Offer

One Common Mistake Email Marketers Make is to Send One Email To Promote Their Offer

Then, in the next email, they promote a different offer. And so it continues with each email promoting something else.

Will you get sales that way?…

Sure, you’ll always pick up a “FEW” sales. But if you really want to maximize your conversions, you need to create a series of emails that pre-sell your offer.

Multiple emails allow you to share different benefits and different sales angles, which boosts conversions.

The multiple touches further help conversions because people generally need to be exposed to your offer several times (before it “grows” on them).

What’s more, not everyone will see every email, so a sequence increases the chance subscribers will see at least a couple of emails promoting a specific product. So, how do you develop this series?

Read on…

Step 1: Determine How Many Emails to Send

Generally, a series will range from three to seven emails. Here are some questions to ask to determine the length of your series…

1. Is the audience familiar with the product and creator?… Newly launched products require a longer series than more established products. Of course… this depends on your audience. Beginners in your niche will need more emails than intermediates/experts who are more familiar with the products on the market.
2. What’s the price of your product?… Low-priced products require fewer emails than high-end products.
3. Does the audience know you?… If this is an initial auto-responder series where you’re writing to people who’ve just joined your list, then the series needs to be a little longer. Because you’re building relationships while promoting the product, the series can be shorter if you’re writing to a list who already knows, likes, and trusts you.

This isn’t an exact science, so use the above as a general guideline. For example…

• You’ve got a low-priced product ($10) you’re promoting to people who know you. Your series can be two or three emails.
• You’ve got a high-ticket item launching for $100 and a mixed audience. Here, you’ll want a mid-length series of around four to five emails.
• You’ve got a high-ticket item for $500, newly launched, and will take some explanation because the product is unusual. You’ll want a longer series, around six to seven emails.

Next…

Step 2: Decide What to Include in Each Email

Now you know how many emails to include in your series, your next step is to outline the series. Remember, this is a series, not a disjointed group of emails. So, there needs to be continuity from one message to the next.

Secondly, remember… this series should naturally lead to your paid offer. It should be useful in that it solves part of a problem (and keeps people engaged), yet incomplete so you can promote the paid offer.

Your series can include any of the following…

• A set of steps (one step per email)
• A series of tips, tricks, secrets, hacks, etc. (one per email)
• A set of tools, such as checklists, worksheets, cheat sheets, lists, recipes, planners, and similar (one per email)
• A mini-course with a set of lessons (one lesson per email)
• A set of mistakes to avoid (one per email)

… Or some other multipart series, like one detailing a case study. For example…

If you’re selling a book about career building – and you’ve decided on five emails… then you might create any of the following series…

• An overview of a five-step process for finding and landing a high-paying job.
• A set of five checklists (e.g., a resume checklist, a checklist for evaluating a job, and interviewing checklist, etc.)
• A set of five tips for acing an interview

Next…

Step 3: Develop the Series

Now it’s time to create your series. Keep the following tips in mind…

• Craft enticing subject lines… You must craft short, benefit-driven, compelling subject lines to encourage people to open your emails. E.G., “Are you making this costly interview mistake?”
• Mix good content with your promos… As mentioned, each email you create should lead to a paid offer. Generally, 80%-90% of the email should contain great content, with the remainder devoted to making your offer. For example… you can transition from sharing a tip to promoting your offer… “If you found this tip useful, then you will love this…”
• End with a Call to Action… Every email should include one call to action, no more (or you’ll dampen your response rate. For example…

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Note: If you have a discount, such as a coupon code, be sure to mention it in every email and encourage people to buy now before the discount ends.

Now for a few parting thoughts…

Conclusion

You’ve just learned how to presell an offer using a series. As always, keep in mind that testing your series (especially an autoresponder series) is a good way to boost conversion rates further. You can test…

• The number of emails to send.
• The subject lines
• The calls to action

And one final piece of advice…

Be sure to remove subscribers from that particular series once they’ve purchased the product, so they don’t continue receiving emails about things they’ve already bought.