How to develop a high performing email sequence to fuel your business growth

Investing your time, effort, and money into email marketing is a smart decision for the progression of your business. Find out how to develop a high performing email sequence to fuel your business growth.

Email marketing has taken the crown for the most effective form of marketing in relation to sales. With 72% of consumers preferring to hear from brands through email, ignoring your duty to meet their needs becomes impossible.

To grow your brand, you need to develop high-performing email sequences that grab your audience’s attention and turn readers into loyal customers. 

Is email marketing really that important?

Before we jump into the how, let’s consider whether email marketing is worth our time as business owners. Many could argue that your time, as a business owner, is more important than your money. So, is this a worthy investment of your precious hours? Is email marketing overrated?  

Ultimately, email marketing is not overrated. On the contrary, it’s fundamental to a successful business. 

What are the benefits of email marketing?

Every brand is different, so the way they use email sequences will vary. However, the benefits of email marketing are undeniable. When you invest in using emails as a prime source of marketing, your brand will:

  • Build trust with your already warm and engaged leads.
  • Create a more sacred environment that strengthens individual relationships.
  • Segment your audience to send more personalized, targeted content. 
  • Drastically improve conversion rates and help your revenue boom. 
  • Gain audience insight through easily understood metrics. 
  • Gather almost instant data to measure, with instant rewards that come alongside it. 

What is an email sequence?

An email sequence is a collection of emails written in advance rather than single emails sent instantly. Your email sequence is written with an objective or goal in mind, and this is spread over multiple emails across a certain period of time.

For example, a nurture sequence is a series of emails that are crafted with the sole purpose of keeping your leads warm and nurturing them onto your email list. This is sent as soon as a person opts in to your email list.

Further, these emails are set to send automatically through the use of a trigger. This could include “when the lead joins the list” or a time-based trigger, like “2 days later.”

How to create email sequences that work

Now you understand the concept of an email sequence and what this marketing method can do to propel your business forward, let’s take a look at some email sequence top tips. It’s time to see a strong ROI for your email marketing efforts by implementing the following tips.

1) Know the purpose of your sequence

Before you write a single word, you need to first pinpoint why this sequence exists. What is the point of it? 

Are you crafting a promotional sequence to launch a new product or service? Or are you creating a nurture sequence to keep your leads toasty, to then lead into your promotional sequence? Perhaps you’re creating an audience research sequence with the intent of discovering more about your leads’ pain points? 

As with any form of content, you have to know why you’re writing it before you write anything. Everything you create needs to help get you one step closer to that purpose. 

2) Invest your time in your subject lines

In email marketing, your subject lines are your headings. Some might actually argue that subject lines are even more important than headings because you still have a chance of someone reading past a lackluster heading by scrolling down. 

With a subject line, though, it requires immediate action by clicking to open the message. If the subject line doesn’t captivate immediately, that email will be sent to the deleted folder unopened. 

So, it’s crucial that you master your subject lines, thinking carefully about what resonates and excites your audience most. 

3) Segment your list 

Audience segmentation offers so many benefits, and nowhere is this clearer than email marketing. 

Segmenting your audience means offering two different routes into your email list. The vast majority of businesses use a lead magnet to entice sign-ups to their list. This could be in the form of a free PDF, an infographic, a small ebook, or a discount. The audience will then give their email address over in exchange for the freebie. 

Segmenting requires two separate lead magnets that appeal to two distinct demographics. Say, for example, you run a business in the wedding industry as a wedding planner. To segment your audience, you create two lead magnets. One is aimed at brides, and it’s a digital magazine about the best wedding dress shops in the area. You also offer a free guide titled “A Groom’s Guide to Delivering the Ultimate Wedding Speech.” 

When leads sign up for these different lead magnets, they’ll enter the list as separate segments. This means you can send unique messages to each group and set up sequences that are targeted toward them. 

Email sequences – are they worth your time? 

Email marketing has one of the highest ROI rates of all marketing avenues. On average, you can gain $42 for every $1 spent. And, if you master this method of marketing, you can increase this rate. 

While it may take trial and error, alongside a chunk of time, email marketing is more than worth your time as a business owner. 

Remember to create sequences with a clear purpose, taking time and care with your subject lines. And, if you’re hoping to gain the best response from your emails, you’ll need to segment your list. Sure, it can be fiddly, but the results will speak for themselves. 

Over the past decade, Liz Slyman has worked as a copywriter and digital marketing executive for a multitude of companies from startups to and mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists.

Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.

Photo by Christina