How could email marketing still be effective at the ripe old age of 57?
No wonder your email sequences are collecting digital dust with all the dancing on TikTok, debating on Twitter, reels on Instagram, and “friend forming” in Facebook groups. However, email has remained central to digital communication and has effectively grown a lot of CBD companies.
With email marketing’s value set to increase to $17.9 billion by 2027, it’s far from over the hill. The golden age of email marketing is here to stay, with it being 40 times more effective at acquiring new customers than Facebook or Twitter.
Email sequences generate the highest ROI because you can foster a deep one-on-one relationship with your One Reader. Unlike social media followers, you have complete ownership of your list. Meaning more access to them increases your ability to present the best possible offer at the best time.
If HubSpot said it; it has to be true.
You built enough trust to capture their email address after driving them to your site, so now it’s time to sell your product. Your email sequence is the best way to nurture your subscribers until they pay. With 120+ business emails sent and received every day, yours has to stand out from the crowd using specific copywriting. Here’s how.
By the time you finish reading this article, you’ll learn:
- The strategy behind a successful email sequence
- How to increase your sales with 3 S’s
- What impact the other elements of email have on the copy
The Art of Email Sequences
Effective email sequences start with a dynamic strategy built on audience research and messaging math. Define your overarching goals, KPI’s and then improve your ROI by optimizing what subscribers open, ignore, or delete.
4.1 million active email users worldwide have provided enough information to set base goals for your email so you can segment your list and schedule the automated email sequence.
An example of a goal is to increase open and click-through rates for new subscribers within 30 days of signing up for your list.
The ultimate goal is to increase engagement and sell more CBD products. Convert subscribers -> buyers -> lifelong customers through communicating relevant, timely, and personalized value propositions.
Each email in your sequence has one goal. Define what actions you want the reader to take and how you’ll prompt them to take that action. Your list segmentations determine what sequence you will create. Don’t go in blind, use your data from previous email campaigns or use the industry standards as a baseline.
Studying the data and plan how you’re going to take an action.
Testing, Testing,Testing is as Easy as 123
Plan on running A/B tests to see how you can maximize your clicks and optimize your emails in each sequence. Test one element of your email sequence at a time to get an idea of what’s increasing your conversions. It’s the only way to know what’s working or what isn’t. Evaluate the outcomes and make decisions to improve the performance of your sequences.
There are only a few key areas you should focus on for testing, for instance:
- The offer
- Subject line
- Body copy
You should also test:
- What type of content is most effective
- What’s the most effective structure
- How many visuals to use
- When to send the emails
Take a learning approach to the optimization process, so your sequence will cut through the noise. Identify bottlenecks, areas for improvement, and note key performers. Uncovering unique insights will lead to an increase in conversion using limited time and money. CBD marketing managers focus on maximizing their email list to get the greatest returns.
Email Insights Make the Future Bright
Email metrics are useful for improving your subscriber’s experience. Engagement from your audience provides data that drives innovation for your messaging. It empowers your converting content because you have a deeper understanding of your audience’s desires.
You can 10x your click-through rate from analyzing previous emails you sent to your current segment of subscribers. Use the following metrics to discover your buyer’s journey:
Apple’s Mail Privacy Protection
As of June of 2021, Apple’s new privacy protection scheme – Mail Privacy Protection (MPP) prevents email marketers’ use of third-party cookies. It impacts engagement data since we can’t see if they open the email or not.
A healthy email sequence performance leans on percentages, feedback, and results from A/B testing multiple designs and formats. Customer-driven decisions enhance your strategy’s effectiveness to engage them with relevant copywriting.
1. Monitor your campaigns
2. Maintain your connection
3. Keep monetizing your email content
Once you have the strategy, focus on the actual email copy. Draw insight from research and data; Develop a hypothesis, prioritize what to work on, and optimize your sequences.
The 3 S’s are the Keys to Your Email Sequences
Use segmentation, stories, and specificity to write email copy that makes the One Reader feel like you’re face to face solving their need. Boost both clickthrough and conversion rates, prompt them to open the email and take action with relevant messaging.
1. Separate the Winners from the Beginners
Marketers have found a 760% increase in email revenue from segmented campaigns.
The better you know your audience, the better you can segment their email sequence. Segmentation lets you get specific and tell more meaningful stories, which increases the chances of your subscribers taking action on your One Offer. Email sequences like a welcome series or a nurturing series will increase your conversion rates because of their relevance.
Stand out in your One Reader crowded inbox
Email marketing is the most efficient channel for driving purchases (73% of votes). Targeted emails are relevant because they are tailor-made to capture their attention and build trust. Each email must be a personalized experience that speaks about what the subscriber desires.
To deliver relevant emails based on the segmentation, divide up your email list into a smaller list of subcategories based on:
- Common interest
- Target Audience/Buyer Persona
- Recent Webinar Guest
Segment your audience based on their path through your funnel. You should have a good idea of who your audience is at this point, so align your One Reader’s interest with your One Offer. Go beyond first-name personalization.
Email Automation; Customer Creation
Personalized emails are effective at selling when sent at a consistent cadence. Using an email sequence to “drip” emails to your subscribers over a few days or weeks turns those interested leads into nurtured customers. First, determine your intent then create a dynamic workflow that delivers based on time or triggers.
Time-based mail Sequence
Predetermined time intervals sent on specific days.
Trigger-based mail Sequence
Emails are delivered based on subscribers’ actions (trigger points), whether it’s clicking a button/checking out a landing page.
Determine what’s appropriate for your sequence. Welcome sequences are time based but using triggers is possible. Abandon cart emails are obviously triggered.
The Highest Converting Sequences
Sequences save time with personalized timed or triggered email templates. Email sequences are easier to sell your products because they hinge on the details that make your brand’s story relevant to your One Reader’s life. Send the right offer with the right message to your high-quality leads using the insights from your research. Target them with exclusive valuable content that motivates them to purchase your CBD product.
One of the emails can highlight the USP for your product.
The most common sequences are:
- Abandoned Cart
Set it up once, learn forever, and continuously sell better. Since you have a plan, your subscribers will tell you what they need through feedback, analytics, and your KPI’s.
Abandon Cart Sequences
When a subscriber expresses high intent to buy but leaves your website before entering their payment information, send them a sequence to incentivize the purchase. You don’t have to be pushy, but why slow down their momentum when there is interest in your product.
According to SaleCycle, over 75% of people abandon their cart online and CBD companies can recover up to 63% of their lost sales.
Win back revenue that you would have lost with converting messaging, whether they were just browsing, comparing prices, etc. Send an offer to them that’ll overcome whatever objection they had. Their objection could be the cost is too high, the checkout process is too complex, etc.
For example, send a sequence that offers free shipping.
Send emails that directly sell by reverse-engineering your messaging from the optimized offer. The offer makes your sequence convert, but first you have to create a revelation you want the One Reader to have. Leverage their belief, feelings, and knowledge into a converting message that’ll change their perspective on their problem. Tie it to your product and position it as the solution.
For example, send a sequence about related products or a bundle of the best products.
Send an email detailing a related product and you could get a sell.
Your conversion sequence closes the deal with your One Reader by pushing them closer to a purchasing decision.
Attract their eyeballs to get their attention and then convert that into interest/curiosity. Lead them to the next step, holding their hand with entertaining info that informs. Accelerate their purchase by speaking to their beliefs until they have a revelation to take you up on your offer.
Emphasize the benefits that are most important to them. Conversion sequences work with all types of content.
Tied to your lead magnet, send nurturing email series after your One Reader opted in. These sequences are 4-6 emails that regularly convert subscribers to customers by moving them further along in their buyer’s journey. Deliver your lead magnet and continue with targeted content that’ll encourage subscribers to become customers. Valuable content will convince them but include exclusive discounts.
In time, your subscriber will need your product so build the relationship and maintain it with a sequence. Your brand will stay top of mind; you can provide helpful tips to build your authority, you can entertain your audience in a fun and unique way. Share an update or an announcement in the middle of the sequence. Start a conversation and subtly sell your product using a call to action.
Deliver your lead magnet and continue with targeted content that’ll encourage subscribers to become customers. Valuable content will convince them but also include exclusive discounts to incentive the behavior you want from the One Reader.
Send a sequence to current subscribers or customers to increase their satisfaction, experience, and connection with your CBD product or brand. Re-engage them with the heavy use of triggered emails communicating the product’s value and its relevance to your One Reader. They are the most common sequences because retaining customers is more affordable than acquiring them. Persuade old customers with a new offer by creating an optimal sales experience in their inbox.
Send an email suggesting a solution to a problem you know they have.
Welcome Home; Set the Tone
These 4-6 emails can welcome new subscribers and transform them into well-informed future customers. Don’t just send them to a newsletter. Set expectations, establish the value, showcase the benefits, provide social proof, and incentivize their customer journey. Welcome email series set the expectations for your new subscriber.
It’ll present your product or service while engaging them. Tell your One Reader thank you and the type of content they’ll get. Let them know how often they’ll receive emails and reaffirm the value that’ll be in their inbox daily, weekly, or monthly.
Your welcome series can sweeten the offer with free shipping if the purchase is made within 30 days.
Here’s a breakdown of Medterra’s first email in their sequence:
MedTerra’s welcome email provides an offer right away.
Next, they differentiate themselves from other CBD brands.
After that, they address their One Reader with email copy that speaks to problem/pain awareness.
MedTerra’s welcome sequence is simple and touches all bases.
MedTerra ends the email showing their best-selling products.
What’s the Prime Time to Send Emails
Timing or triggers are everything when it comes to increasing your open rates. It’s essential to get your emails opened so your converting messaging can convince them to improve their lives. Determine the email cadence and create the automation schedule with a sequence.
Timing is of the essence with an email sequence.
The email standards frown on sending individual emails on Mondays or Fridays, but your audience determines the best days. Research starts the best time to send emails are 6 am-10 am and 7 pm-10 pm.
Focus on Fibonacci for Your Email Sequences
Use nature to schedule your autoresponder to reach out to your audience with perfect timing to move them along your sales funnel. Use a copywriting formula like AIDA, POS, or PASOP combined with the Fibonacci sequence.
Let’s use a welcome sequence for an example. You plan the timing of each email based on the day and the number of the email using a natural pattern.
How to Plot a Best Selling Email Sequence
A connected series of lead nurturing emails that push the subscribers further down your sales funnel allows you to send targeted emails at every stage of the buyer’s journey. With any email sequence, you want to define the end goal and where they are at when they enter the campaign. Use your series of emails to connect your One Reader to the end goal: your CBD product.
Optimize the offer for your product and watch your sales 2x at least.
Consistently Write Converting Messaging
77% of people across all age groups and demographics prefer email over other permission-based advertising. Every day 319.6 billion emails flood your One Reader’s inbox so to stand out meet them in their head.
Make a promise in the headline and keep it with your body copy. Tell your One Reader what you have to offer and why it’s valuable. Focused messaging prevails because it’s personal.
Relevancy = revenue. Email copy resonates when it is about the subscribers and how your product or service benefits them. Deliver dynamic content with the right messaging to the right person at the right time.
Keep it concise, entertaining, educational, and offer a solution. Meet the One Reader with vivid descriptions of their problem, be hyper-specific detailing the pain point that’ll get a visceral reaction. Speak to the moment of highest tension. Write out their inner dialogue and mirror it in the email copy.
Think about the problem that keeps them up at night. Key in on the part of the problem that triggers a super emotional reaction. Think about the hyper-specific context in which your product solves the problem. Base it on your One Reader feeling when they engage with your marketing and product.
And then ask yourself, “can I be more specific?”
Storytell to Sell Well
Tell a story that engages the One Reader and connect it to your product. To shape a relevant story, ask yourself:
- What do they exactly need to do?
- What do they need to believe?
- What do they need to feel?
- What do they need to know?
MontKush uses their origin story masterfully throughout their messaging; They even have a birthday bundle inspired by their origin story.
Try these 4 steps to make your One Reader the hero.
1. Identify the hero
2. Put the hero’s problems, pains, and dreams into the spotlight
3. Guide them to promise land by introducing your solution
4. Show them they’ll live happily ever after
There are a ton of ways to weave your brand story into your subscriber’s life. Tell the story in an email that’s a part of your sequence or you can drip out the tale over a few emails. One of the most effective ways to tell a story uses the superman principle.
Try the “Superman Principle” to Tell a Story
1. Your One Reader is the hero of their own story
2. Every moment is about them achieving their goal (using your CBD gummies to achieve that goal)
3. Your One Reader saves the day, not your product
4. Your solution makes them Superman/Superwoman
Stories will always persuade people because when we hear them our brain puts us in the scene we’re reading. Everyone loves a good story. In fact, the “feel good” hormone oxytocin releases as a story resonates with your One Reader.
Specificity in Email Sequences
Bridge your content with context. Make it meaningful with crisp nouns and active adjectives. Generate interest with word pictures; Don’t summarize. Adding details translates to more meaningful stories because “relevance rules.”
Personalization separates high-converting emails from the ones that get lost in the inbox. Start with the subject line, write the preview text, keep the body copy relevant and scannable.
Piece it all together to increase your sales through emails.
How to Write Converting Email Copy
Above all, write to one person. Using your One Reader’s name, inner dialogue, tone, and addressing their highest moment of tension in your email copy increases the chances of them clicking through. Use an emoji or two to help convey emotion.
This CBD company (Not Pot) uses emojis in the subject line.
Be concise using action-orientated verbs and keep adverbs, adjectives, pronouns, and prepositions to a minimum. Communicate the message with as few words as possible. Avoid huge chunks of text and long sentences.
Keep your paragraphs between 3 to 4 sentences at the most. Use numbers instead of writing them out and support your claims with statistics. To break up your text, try using:
- Bullet points
Optimize the words for your subject line, body copy, and call to action to help the reader visualize the next step and create a sense of urgency. To make sure your emails get delivered, avoid spam words and phrases that’ll reduce the deliverability of your emails.
The Best Ability is Deliverability
Spam words to avoid:
Slippery Slope Subject lines
The sole purpose of your subject line is to get your One Reader to open your email. Keeping it short and sweet, provide some value or info enticing them to open it. Try summarizing what your subscribers are going to read. The best way to inspire action is with a simplified subject line containing the subject’s name that tells them what’s in it is the best way to inspire action.
Leafly puts the offer in the subject but leaves room for curiosity.
Curiosity Pulls like Gravity
Create an open loop gap by being descriptive yet leaving out an important detail. Creating curiosity engages your audience’s mind so they’ll try to work out what’s next. On average, an email subject line contains 43 characters and most email service providers cut the subject line off after around 40 characters. Remember to use numbers when applicable.
Engage your audience’s mind and you’ll prompt action using the curiosity loop.
Make the One Reader curious and they’ll ask themselves what are “these.”
Are you Scared to Use FOMO?
Use psychology. The fear of missing out is a powerful motivator. People react more strongly when they feel like they will lose something. Use your subject line to let your subscribers know what they’ll be missing out on if they don’t open the email.
Hype is a strong selling point because of herd mentality.
The bottom line is to make your slippery slope subject line more memorable using curiosity, FOMO, testimonials, offers, etc.
Examples of Email Sequence Subject Lines
- “Use a customer testimonial”
FabCBD does this masterfully in their subject lines and throughout the body copy.
CBDistillery uses the offer directly in the offer above.
Subject Line Tools:
Try using CoSchedule’s Email Subject Line Checker as a resource to improve your subject lines.
Action-orientated, concise, and unique pre-header text impacts the opening of the email. The sentence that follows the subject line should always convey a compelling message. Within 100 characters, you can also include a call to action.
If you didn’t use an emoji in the subject line, see if adding one here will increase the odds of your One Reader opening your email.
A preview of how your preview text will look.
Email Sequences Content is Everything
Consistently stay top of mind with a sequence containing content that combines your unique selling points with valuable entertaining storytelling. Using your insights, deliver relevant information/insights/tips and generate sales for your CBD business.
Convey it in your One Reader’s language to establish an emotional connection. Show the subscriber the similarities between you and them; it’ll build a deeper relationship.
Ensure Nobody Emails Content Like You
From welcome emails to abandon cart sequences, copywriting gets the reply, the purchase, or the click. It’s how you get engagement and increase the click-through rates of your emails:
- Set the goal for your sequence, and then the goal for the individual email you’re writing
- Align the content with the rest of your sales funnel
- Edit your content ruthlessly to make it concise and powerful
Let’s break down each step.
1. Set the Goal
- One Offer
- One Reader’s Stage of Awareness
- One Promise & One Big Idea
- Type of Content
2. Align the Content with the Sales Funnel
Be brief and on-brand while speaking to the awareness stage of your subscribers. Your One Reader is in one of Eugene Schwartz’s 5 stages of awareness, so it’s your job to move them to the next stage.
If they are a subscriber, then the likelihood of them being unaware is slim to none. So the majority of your email sequence content will focus on moving your One Reader from solution-aware to product-aware or product-aware to most-aware.
For example, use time-limited offers to create urgency or relevant customer testimonials to get a product-aware One Read to purchase.
FAB CBD uses the new year as a deadline for their offer.
You can send an email sequence that recognizes customer milestones and celebrations them with an offer. Another technique would be emailing your list a link to a blog post that solves their problem, moving them from problem aware to solution aware. Drive traffic directly to your new post and gain even more.
Triggers for Email Sequences
Sugarman’s 24 psychological triggers are an excellent starting point since they get people to buy things. Select one to focus on by figuring out:
- The end goal for your One Reader
- Where they are now
- How you’ll connect them with words
Use a trigger to focus your copy around. The value proposition, social proof, guarantee, objections you address, and your call to action. Choose wisely and connect it to their pain points to create persuasive messaging.
What trigger would you use to sell MedTerra’s CBD Gummies?
Pain Points Power Persuasion in Email Sequences
Speaking to your One Reader highest moment of tension sets you apart from the competition. Agitating the pain point and then immediately introducing a resource to help. Providing the solution with your product unlocks the possibility of a purchase.
Use testimonials to find the pain points to speak to or use them directly in your email body.
Social Proof is a Must for Trust
The idea is that people will adapt their behavior without you having to highlight the evidence.
- Expert Social Proof
- Celebrity Social Proof
- User Social Proof
- Wisdom of the Crowd Social Proof
- Wisdom of your Friends Social Proof
Clearly communicate your value for the people who are on the fence.
Above is an example of “user social proof.”
Call to Action Copy for Email Sequences
The single focus of your email should be your call to action, so every email needs at least one CTA button. A clear and concise CTA using specific action verbs has to align with your email copy. State the action you want your One Reader to specifically take.
In the photo above, Sunday Scaries technically has two CTAs, “Join the Squad” and “Shop Now” but the first one is used as a headline to encourage herd behavior. The point is to let your One Reader know precisely what they are getting. Convert prospects on special offers or upsell existing offers.
Try to write the call to action in the first person. Use a general rule of thumb like completing this sentence: I want to______. End with a strong push to action answering the question, “what is the cost of not clicking this button now?
Secondary Call to Action
Use P.S. to support the goal of your email. Use the space to provide one last benefit that wasn’t mentioned. Or you can use it to guide readers to your blog, social media channels, an offer, or the next stage in your sales funnel.
Be careful not to overuse the second call to action.
Be concise. Most emails are too long for the seven seconds you have to make a first impression. Your audience research and insights will let you know how long your emails should be.
Keep emails short and sweet like MedTerra’s quiz.
Formatting Email Sequences
Your emails will be delivered to multiple devices and screens so create templates that provide a consistent look and feel. Use the same imagery, color scheme, language, and tone for every email you send in your series. 88% of smartphone users check their email actively.
Use images of your product to break up text.
Keep it simple and clean to enhance your messaging. Structure your email, so it guides your One Reader to action. Every email should have:
- An offer
- Supporting data
- Visible CTA button (Linked to a specific landing page)
Edit the Email Sequences Content
Editing is where the magic of crafting converting messaging happens. Edit your email copy ruthlessly to increase comprehension. Clarity connects everything in your email and brings it together.
Of course, once the messaging is clear you have to make sure it looks good. Your One Reader sees your email before they read it.
Creating space in your email designs can help your message breathe because text-heavy emails hurt the eyeballs. Create scannable emails with eye-catching images, gifs, and visuals. Make sure they are great on all devices. The aesthetics of your layout can supercharge your conversions and your user experience.
Strategically use white space, email copy, and visuals to make your email sequences easy to navigate.
Make sure the design is responsive. Think about the visual hierarchies when it comes to your email images. Think about the following visual elements before sending the email:
- F vs Z pattern
- Heavier or less heavy image density
- Multi-column vs single-column sections
- Hyperlink color
- CTA button color
Email Sequences Images
Product images are a great way to convey emotion and meaning.
Use these tools to compress your email sequence images
Email Sequence Call to Action Button
Use a clean and simple design to make sure it stands out to capture your One Reader’s attention. You can increase the size of your button. Make it look like an actual clickable button, and you’ll see a 45% increase in clicks. For example, you can place it right under your value proposition.
Use a color that contrasts the primary colors in the email sequence. According to a Hubspot study, changing the CTA button color from green to red boosted conversions by 21%.
A clean and simple CTA button is the best way to increase your sales.
How Email Sequences Boost SEO and Social
Emails help your SEO from a holistic standpoint but not directly. Use email sequences to increase your SEO’s impact and vice versa. Add social sharing links makes it quick and easy for your One Reader to share your email on social media.
Emails are the Best Investment Ever
Hands-down email sequences are the best way to stay in touch with your readers. With many of your subscribers having crowded inboxes overspilling with “trash” emails, it’s hard to write an email sequence that makes people read, click, and buy. But as one of the oldest channels in digital marketing, you can track meaningful metrics that’ll grow your business.
Surviving the 2021 Epic Facebook/Instagram Blackout
In early October of 2021, the servers went down for hours making everyone realize how important email is.
Email sequences are here to stay, so use them wisely. Remember, you don’t own the content you post on social media, and you’re not limited to the social platform rules when you use an email sequence. Classics never go out of style and when it comes to ROI, email marketing is a class of its own (the digital marketing HOF). Don’t retire it just yet.
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