4 Keys to a Profit-Producing Email Sequence

So you’ve managed to get people to opt-in to your list and you’re building a subscriber base.
This is one of the most important things you can do for your ongoing revenues. BUT, if you don’t follow up with a good email sequence then you’re pretty much wasting the time and expense you've invested in your list building efforts…

A good email autoresponder sequence builds a relationship with your subscribers and motivates them to begin doing business with you or take the next step in your sales process.

Too many business owners - and even marketers - treat this follow-up as an afterthought. They stack up the messages without strategically planning what each message should be accomplishing. Here’s how to make sure you are doing it right:

Put yourself in your prospects' shoes
Empathy is, in my opinion, the most valuable trait a marketing strategist or business owner could possess. By being able to truly put yourself in your prospect's shoes, you can structure the messages accordingly. You'll want to make sure you've considered the type of information that most interests them and the bottom-line benefit they desire from your
product/service.

Give content. Don’t just sell
Would you subscribe to a magazine that was full of ads and nothing else? Not likely. So, why do so many business owners have this odd (and somewhat narcissistic) idea that once they have subscribed, a prospect is waiting by their computer to receive another email about their latest special promotion?

The fact is - people hate to be sold, but they love to buy! There is a big difference. Give
quality content in your autoresponder sequence and tune into your subscribers' interests. Tell
stories and give them helpful advice that they can put into action without requiring them to buy anything. It's counterintuitive. You may think that by providing so much for free, they'll have less of a reason to purchase from you. But, nothing could be further from the truth. Instead, by giving first, you will create an appetite for more and will generate trust in your company that translates into sales and referrals.

Carefully time your emails
Autoresponders allow you to automatically space your messages in any way you wish. All you have to do for each message is to specify the number of days between that email and the last one. I recommend delivering content every day for the first few days, and then space your messages out a little longer after that first week. Why? Because immediately after subscribing people are most interested in you and it’s a great time to educate them about your company and your products/services. This is the time to show them you understand their needs and can deliver benefits that either alleviate a pain or help them gain a pleasure.

You'll also want to consider the time of day that your audience is most likely to pay
attention to your email. For instance, a contractor is up and out early in the morning. They
generally take care of their office administration later in the afternoon or in the evening. So,
you wouldn't want to send in the middle of the night in hopes they'll find it in the morning.
At best, they will open it and decide to put it off till later (which seldom happens) and at
worst, they automatically delete your email along with the many other non-personal messages they've received by the time they finally check their emails late in the day.

Remember why they subscribed in the first place
Most businesses build their list by giving away some sort of freebie in return for the opt-in. If you want to build an engaged audience of prospects that respond to your offers, make sure that the content and promotions you send them relate to why they are there to begin with. NOTE: This obviously implies that in putting together your initial "opt-in offer," it is vital to begin with the end in mind. Offering someone a 50% off hotel certificate will not provide a qualified list of prospects for an insurance company. (A free PDF guide to the "Top 7 Ways to Lower Your Insurance Costs" will generate a smaller, but much more responsive list.)

By following these 4 simple guidelines and constantly improving, you'll ensure that you maximize the time, effort and expense you put into developing your list and cultivate a responsive and profitable asset for your business.