You are so excited to finally have your website up. You were even able to pull through with an opt-in to meet the needs of your audience. Your email setup has been somewhat painful but with a little help and some effort, you feel it’s a success.
You’re now working on establishing those business goals and getting things done.
Let the subscribers roll in!
Six months in, your email list begins to grow one by one. You are the proud mama to one hundred and one email subscribers.
Then, one afternoon, while having a conversation with a fellow business owner on the topic of meeting your business goals and growing that darn list, she interjects some hard truth.
“Well, at least you have a strong nurturing email sequence. One that will help you meet the goals you’ve mentioned. That’s one of the hardest parts of setting up your email sequence.”
Her matter-of-fact statement landed confidently on your ego as you thought of the two emails you had spent hours on.
You get home, and dig into the topic of nurturing a list of email subscribers.
Sadly, you missed the mark. Not by a mile but 198 of them.
And yet, the big question still looms, “How do you successfully launch a nurturing sequence that will meet your business goals?”
Don’t worry, friend! We got you!
Here at Communicator Academy, we are rooting for you to win, which is why we have created a go-to guide that will help you build a set of nurturing emails to help you meet your business goals.
But first, let’s make sure we are on the same page.
What is a sequence of nurturing emails?
A sequence of nurturing emails is a set of emails, usually 4–6, that nurture and on board a new subscriber. Within this set of emails, the new subscriber is being nurtured according to a specific need, with the intention of building trust and a lasting relationship. The goal is to eventually convert that subscriber to a loyal and continued customer.
There are a variety of types of nurturing emails you can send, each having its own purpose and business intent. Today we are focusing on these four: The Building Trust and Getting Personal Email, The Authority Email, The Offer What You Offer Email and The Follow-Up Email.
Before we dive into the four types of emails to help you meet your business goals, let’s discuss objectives and goals.
What you decide here will drive the purpose of your emails and give you direction on your content.
Defining your objectives and goals
Your business objectives and goals work together. Think of them as best friends on a mission. Where your goals are the big picture in the direction you are heading, your objectives will be the tactical and specific steps you’ll follow to get there. For instance, if your goal is to increase sales of a particular product, your objective may be to design and launch a set of nurturing emails that funnel the new subscriber to make the purchase.
These goals and objectives will serve you in the direction of the content you create.
Now that we have discussed the importance of objectives and goals, let’s take some time to break down each of the emails we discussed earlier with this in mind.
Four types of nurturing emails to help you meet your business goals.
The Building Trust and Getting Personal Email:
This section of your email sequence should be the first, because it introduces you and sets the tone for what your new subscriber can expect from you. If you will be sending them one email a week or once a month, tell them that here. What kind of information can they expect to receive in their inbox? This email gives insight on why you do what you do and allows for your new subscriber to see into your world on a more personal level. Not so much on your business or a product, although that is expected, its true purpose is to offer your free gift to them, build trust and begin the process of gaining their friendship.
The Authority Email
Here you will talk about the how. How you have the authority to be an expert on the topic and why you should have a place in their life to offer your earned wisdom. In this email you can include your accomplishments, your wins and success — even your losses — and how it made you have a stronger voice on the topic or product you are selling. This email builds credibility and welcomes your subscriber to lean into what you have to say as an established expert in your field.
The Offer What You Offer Email
Bringing continued value to your audience is the main objective of this email. This is where you will meet a specific set of needs with a particular product or set of. By this time, you have introduced yourself on a personal level, begun the process of building trust, and built authority by letting them know you are an industry expert. Your subject line of this email should be creative in leading the client to a need. The body of this email will require a call to action with content that meets the original goal you have set out to accomplish.
The Follow-Up Email
After you put in all the hard work to set up your email sequence, the last thing you want to do is leave your new subscriber unattended. To follow up is to ensure your subscriber and new friend is well aware they are important to you beyond the offer. You want them to know their needs are heard and to feel appreciated when they gave you permission to speak into their inbox.
Beyond this go-to guide, do you need more support in meeting your business goals? Are you feeling alone in the process of growing your ministry and speaking business? Leverage, The Speaker Conference, can help!
If you are looking for more ideas beyond the emails discussed in this article or feeling a little lost in the process of building your platform, our speaking conference is just the place for you.
Ever wonder, “How can I get email subscribers in the first place?” Or, “How do I get more email subscribers?”
Leverage can help you learn to build your social media platform in order to funnel subscribers into your email list through social media and podcasting.
We hope the four types of emails laid out in this go-to guide develop for you a solid foundation of nurturing emails.
Our hope is that once implemented, and mastered, your nurturing emails not only meet your business goals, but also serve as one of your leading business tools to build lasting relationships with your subscribers.
Each of the four emails discussed above is specifically designed to have its own objective. Take your time to cultivate the content well. Do your research. Know your audience, your message and your business goals. The point is to not only have an embedded goal within each one but to speak to the heart of your new friend.
So that the next time you have lunch with a one of your business pals and the topic of emails arise, you will have the confidence to not just say that your sequence rocks but that it works!