How to make a good following of emails, focusing on conversion?

Using emails can be a very effective customer conversion strategy. However, email marketing must be structured correctly. Also, you won’t increase your conversion by sending just one email. It takes a string of messages.

Automating email marketing also allows you to keep your customers interested without a lot of work. So, check out how to assemble a conversion-focused email sequence for every stage the customer is in!

What is an email stream?

When we talk about email marketing thinking about conversion, it doesn’t mean that we will only send an email to the interested person, but a sequence. That is a series of automatic submissions to specific segments of people in your contact list.

Emails can be based on behaviour such as:

  • Navigation behaviour;
  • Subscription to your list;
  • Cart Abandonment;
  • Reading or downloading content;
  • Purchase of a product.

Or based on time, for example:

  • One month after purchase;
  • Subscription anniversary;
  • Right after the opt-in.

Since message sequencing is automated, you only need to configure it once. But even so, email marketing can increase conversion and turn interested people into consumers.

Email String Types

1. Welcome email strings

That will be how you receive your potential customers. However, although they have shown interest, they are not yet ready to finalize the purchase. So, if your goal is conversion, it’s no use sending a message saying “buy this”.

Email marketing is not that simple. There is the use of copywriting techniques and proper digital marketing strategies, such as sending the correct amount of messages.

The ideal is to send four to six emails at this stage. The objective at this time, in addition to conversion, is to generate trust and help the potential customer. In email one, welcome and set expectations, for example, if you plan to send a message every day, let the person know.

After all, if these people have subscribed to your list, it’s because they want to know what your brand has to offer. However, don’t overdo it and don’t be repetitive or show up without telling us that you’re going to send messages.
On the second contact, define your expertise and show your value. In the third, show what you do for your customers and, finally, segment your contacts and send more relevant content.

2. Onboarding email string

Now let’s continue your email sequence but in another phase. After the welcome, don’t forget your potential customers. So, go onboarding. Provide the information he needs so that the future buyer doesn’t stop interacting with you. In the end, he can complete the purchase or continue in contact with the brand to receive more content.

In these emails, your goal is to get people to start a demo, set up a meeting, or use the product. The point is that they are personalized, show the benefits of the product — not its function — and focus on the consumer’s journey. So, at this moment you will take the consumer from doubt to certainty.

With this, email marketing ensures that they understand how to use your product. A tip to get the conversion is to offer in one of the emails a discount coupon for the first purchase. As for the number of shipments for this step, it will depend on your type of business and consumer.

3. Cart abandonment email sequence

This sequence of emails is for those people who go to your website and put the products in the cart, but do not complete the purchase or even end up forgetting about it. It may be due to something random, but there is also a chance the reason is related to your payment method not seeming secure.

The checkout process has too many steps and it is tiring, people were just browsing Therefore, they did not intend to buy anything or the cart was left with many products and was very expensive. Regardless of the reason, you need to bring these leads back to your business.

But how will we do this? Through email marketing! According to a Business Insider statement, online retailers lose up to $4 trillion to cart abandonment. A lot, isn’t it? However, these merchants are likely to recoup up to 63% of that unearned income.

The cart abandonment email sequence is indicated to split into three contracts, however, if you feel you need more, you can send:

  • First — Remind the consumer that they left products in the cart, shipping must be done after twenty-four hours;
  • Second — it should address the possible objections and be forwarded to the potential client two days later.
  • Third — it’s your last chance at conversion. So invest heavily. After about three days, send the consumer a discount encouraging purchase.

The shipping deadlines mentioned above are valid for perpetual products. However, in the case of launch, it is necessary to adjust for the cart’s opening time.

You’ve come this far, but you’re not sure how to make good emails? See the video below:

4. Sequence of emails for recurring customers

People who consume in your business often spend much more than new customers. So, the strategy should not only focus on converting new customers but also on not losing regular ones. Recurring customers are responsible for about ¼ of store rents. So don’t ignore them.

In the case of digital products, we can work with three categories within the product belt:

  • Front-end — are the input products, usually have a low ticket;
  • Back-end — are those products that already have a slightly higher ticket;
  • High-end — they are considered exclusive products and therefore have a high ticket.

So, the focus of this sequence of emails will be the persuasion for customers who have already bought, to consume again. Generally, the intention is to get that consumer of the input product (front-end) to buy something with the biggest ticket.

When we have already acquired a product or service from a certain brand, it is easier to trust it to invest larger amounts. Therefore, you will send two emails to this audience.

The first one is to check if everything is right regarding the products, delivery and so on. This message must be sent within two to three days of receipt of purchase.

The second will ship within four days of receipt of purchase. It must contain useful content. For example, recommendations for other products, based on the last purchase made by the customer or recent publications that the consumer might like.

5. Sequence of (re)engagement emails

This type of contact is focused on reactivating contacts and deleting from the email marketing list those who did not re-engage, regardless of having already been a customer or not. However, when longtime customers stop interacting with the brand for a period of thirty to sixty days—depending on the product being sold—it’s time to put them in that sequence.

In this sequence of emails, send two or three messages, as they are people who already have a certain amount of information about your business. These sent contacts are a kind of reminder that seeks to make the customer interact again.

This is not to say that you shouldn’t look for new customers, just that you shouldn’t forget about the old ones. However, it is worth mentioning that it is cheaper than finding and nurturing new leads, as, depending on the email triggering platform used, it can be expensive.

SparkFunnels allows the firing of unlimited emails, in addition to allowing the creation of high converting sales funnels, creation of landing pages, webinars broadcast and other functionalities. All of this by making metrics available for tracking.