Every month I’m asked questions about Email Marketing – here’s what I was asked this month and my responses!
Have a question you’d like answered?
Q: How many autoresponders do you think is good in a series for a product that starts at $150 and then for products that go $300+? They would hear from me 2-3x per week usually. I have 2 autoresponders in the series now and I know that’s not good enough – I think I’m stuck on what to say!
How many emails you have in your series depends on a few things such as price of the product (as you mentioned), how often you will be emailing them any way (you’ve mentioned 2-3X per week usually), how much valuable content/info you have (you dont want to put emails in a series just for the sake of it to reach a certain number of messages), and what you’re audience needs are/they respond to.
As a general rule of thumb to start with I would suggest anywhere between 2 weeks and 4 weeks as a starting point – so maybe a series of 5-10 emails depending on all those factors.
Either way, you need a starting point to work from to test what works best for your audience and the products/services you are offering.
Coming up with content is a common problem!
Don’t worry too much and remember the aim is to: add value, start to build the relationship and then lead to a sale (and that doesnt have to happen everytime!
Many very large brands that I work with dont have an initial sales funnel but focus on the other two aspects I mentioned so that when they do want to make a sale later down the line, they have an engaged list of prospects to contact).
The first series is only the initial touchpoint and people may need more time to get to know you before purchasing as well – so dont forget funnels later down the line after the intial sign up too .
Without seeing your emails etc. it’s hard to comment properly, but I would try extending to a series of 5 and work to the 3 principles above over the first 30 days of the relationship particularly.
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The first thing I would suggest is to ensure you know the objective of the series overall, and then break it down to each individual email – what do you want to achieve with each email throughout the series. E.g. adding value/introducing yourself, indtroducing your product/service/make a sale etc.
You also want to then figure out what you want to say and when – this will come from the objectives you want to achieve. So for example, you may decide you want to have something that runs with only 4 emails (1 a week for 4 weeks for example). Or send an email every 3 days for 2/3 weeks.
It depends on your objectives and if you want to sell a product at the end/ reactivate subscribers/ follow up a sale etc. Hope that helps a little!