Why Email Follow-Up Is So Important

There’s one huge mistake that I consistently come across when I’m running Facebook Ad Autopsy’s for clients, and that’s there a real lack of effective follow-up.

Let me explain.

The most effective use of Facebook adverts are to drive leads into your sales funnel.

Your sales funnels job is to convert those leads into customers and generate you a profit on your ad spend.

Simple.

But the big challenge sits between step one – where you’re driving traffic to your opt-in page – and step two, when you’re getting the customer to commit to purchasing.

Now, this is where the much talked-about sales funnels step in, to do the dirty work and heavy lifting to convert your prospect into a customer.

I’m not going to go deep into the subject of sales funnels, as there are so many strategies and techniques, and I’ll end up bamboozling you.

But I do want to talk about the most important part of any funnel, and that’s your email follow up.

As soon as your prospect gives you their contact details, to the day when they buy your high-ticket product/coaching, your emails need to perform.

So, in today’s blog post, I’m going to give you three email techniques that will ensure they get opened, get read and make sales.

Let’s get stuck in.

1. Subject line

Your subject line is the short line of text that sits in the inbox of your subscribers.

It has one job, to get the reader to click and open your email.

Now, there’s a range of copywriting techniques that you could use, and it would be unfair for me to argue one is better than the other without any conclusive results.

But my personal favourite is intrigue.

By opening-loops and demanding that the reader has to open the email in order to understand what you’re talking about, gets an incredible response.

For example, something like:

  • I couldn’t believe it!
  • He’s only 4 foot tall
  • This is why I hate pizza

Three random examples, but as long as they link into the email content, they’d get a strong open-rate.

2. The Style Of Your Email

If you’re using a CRM system to send your emails – which I assume you are – then it’s vital that your emails look a certain way.

You don’t want to be using fancy templates or including lots of images.

Instead, you want them to look as personal as possible.

Make sure they’re just blank text. No logo’s, blocks of colour or anything that would look out of place in an email that you would send to a friend.

Look at the kind of emails that I send you, for example.

3. The Copy

Last, but not at all least, is probably the most important part of your email, and that’s the actual message.

The copy.

If your emails look great, get opened but are a pile of tosh to read, then you’re not going to make any sales.

The message that you include is absolute key.

Now, when it comes to following-up with email marketing it becomes much easier, and you don’t have to sit at that blinking cursor wondering what to write.

You simply have to restate the benefits of the product, persuade them that it will help them or make them feel better and include a link for them to click.

It’s really simple.

However, if you’re following up for any length of time then I would personally advise you to mix up your emails.

So rather than having sales email after sales email. I would throw in a short conversational story here and there to mix it up and make your emails entertaining and different.

But by just adding a mix of follow-up emails into your funnel, you’ll drastically increase the conversion rates and make a flood of extra sales. It’s only going to increase your results!

Best of all, if you’re not sure what you’re doing, then you can just hire a copywriter to do it – but it’s vitally important that you have a red-hot email series, if you’re expecting to generate any profit from your Facebook Ads.

Hope that’s helpful and we’ll chat next week,

Emma x

4 Comments

  • Sam

    Reply Reply May 15, 2015

    Emma,
    This is very good – thank you!

    You are giving good advice to people!

    Cheers,
    Sam

    • Emma

      Reply Reply May 15, 2015

      Thanks Sam – really nice to hear and glad you found it helpful. Emma x

  • elaine

    Reply Reply May 15, 2015

    As always pragmatic and sensible advice from Emma – love these blogs as they are so rich in content and easy to digest. Keep up the great work Emma

    • Emma

      Reply Reply May 19, 2015

      Thanks for your kind words Elaine, it means a lot that you take the time to comment and I am glad it has helped x

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