Best Email Marketing Sequences for Retention

With social media holding such a prominent spot in our world, it’s no wonder that businesses are looking for ways to keep their emails relevant and interesting. As a result, a lot of companies are creating short-lived emails to capture the attention of prospective customers. The problem is, these emails don’t always work out and can leave a bad taste in the reader’s mouth.

Luckily, with a little preparation and strategy, you can craft a solid email marketing campaign that will impress your audience and encourage them to take action in favor of your business.

The Hook

The hook is what attracts your reader’s attention and holds it throughout your email. Use whatever works best for your product or service and fit as much relevant information into a single line as possible. Your goal is to immediately grab the reader’s attention with the first couple of words in your email so that they don’t close the message before you even get started.

The hook could be as simple as “Hey there, we’re an email marketing company that wants to help you grow your business.” Alternatively, you could use an interesting statistic, such as “95% of people won’t read past the first paragraph.” Whatever it is, use something that will make the reader stop and take note.

The Main Message

A few short paragraphs will suffice for the main message of your email. Keep the tone of your email professional and businesslike, and make sure that everything you write is supported by evidence. The more you put in it, the more you get out of it. As a business owner, it’s your responsibility to provide the best possible customer experience by using multiple communication channels and platforms. Your email should be no different.

The Summary

People often jump to the summary at the end of an email to find out what the email is all about. This is why it’s important to put the summary at the beginning of your email. The summary provides the reader with a quick and easy way to find out what the email is about without having to read it in its entirety. If you want your email to be effective, place the summary at the beginning, as people typically read through the summary before getting to the meat of the email.

The Body

The body of your email is where you discuss the details of your email. Start by introducing yourself and/or your company and give the reader a brief overview of what they’re going to learn in your email. You want to make sure that everything is relevant and interesting, so don’t worry about writing too much.

Closing

Your email’s tone and content should match throughout, so it’s important to maintain consistency within your email. You want to end your email on a high note and leave the reader feeling inspired or motivated to take action. To get the best results, end your email with a couple of interesting facts or statistics about your product or service.

Avoid using overly formal language, as it may seem too professional and intimidating. Instead, write in an informal manner and use industry terms whenever possible. The simpler you can make it, the more likely someone is to open it and read it.

Subject Line

Understandably, you want to grab the attention of as many people as possible when putting together an email marketing campaign. The key is in the subject line. While the rest of the email will provide the reader with value, the subject line is the first thing that will pop up when someone starts scanning their inbox. Make sure that your subject line is easy to read and contains keywords that will help the recipient find your email.

Personalization

While the content of your email may be relevant to your reader, the effectiveness of your email depends on your ability to personalize it to them. Give the email a sense of urgency by including topics that are relevant to the individual. For example, if you sell flowers, you could write, “Flowers are a timeless way to express love.” However, if you’re advertising a product, you could write, “New shoes are in! Save 20% with this coupon .” Your individualized message ensures that the content is relevant to them and will generate interest.

Layout

Your email’s layout should be as simple as possible; keep things clean and easy to navigate. In today’s world, people have limited attention spans and look at information presented in a way that’s most accessible. The fewer distractions the better, so keep the layout simple and uncluttered. Your email’s design should match the rest of your website, so make sure that everything is uniform in style and layout.

Content

Your email’s content is everything except for its layout. You want to provide the reader with useful information that will help them make a decision. If you’re advertising, be sure to include a call-to-action (CTA) at the end of your content; this will encourage the reader to take some sort of action. The CTA may be as simple as “click here to learn more,” or it could be as elaborate as “go to website A to get a free guide.” You want to end your content with something that will make the reader want to continue reading.

Timing

Timing is everything. You want to send your email at the right time, in the right place, and through the most convenient channel. Your email should arrive when the recipient is expecting it and ready to read it. Keep in mind that people are often on their phones while traveling or in a meeting, so make sure that your email doesn’t get lost in the shuffle.

Throttle

Throttle is how many emails you can send per day, per week, or per month. You will want to keep your email’s frequency in check, as excessive sending will make your email appear spammy. If you’re worried that your email is going to be marked as spam, don’t just stop there. Set up a filter to flag suspicious emails as spam, and remember, there is no such thing as a spam-free email. The key is to create a good relationship with the email service provider (ESP), and they’ll happily help you figure out what’s causing the problem.

Testing

Testing is extremely important. If you’ve never tested your email’s layout or composition, then you should probably find a way to test it out before sending it to a group of people. While there are several online tools that can help you with basic testing, you should look for something a little more sophisticated if you’re aiming for perfection.

Once you’ve confirmed that everything looks okay, it’s time to email your list. Even if you’ve never done so, you should have at least an email list of some sort; it doesn’t matter what format you use, as long as you can send an email to it. Don’t worry, adding a couple of hundred people to your list is almost guaranteed to increase your open rates by 5%, as per the results of a HubSpot Blog article.

Delivery

Your email’s delivery is the action of sending the email. Some ESPs offer an opt-in or opt-out method of delivery, so make sure that you’re taking the right action after you’ve sent the email. If you’ve opted-out, you’ll need to opt-in to get emails from future campaigns; delivering without consent is a good way to piss off your subscribers. If you’ve opted-in but haven’t converted to valid email addresses, then you’re risking punishment by the ISP.

Follow-Up

Thanks to automation and email list segmentation, you don’t need to follow-up with every subscriber individually. Instead, you can send a single email to the entire list, and each person will automatically receive a follow-up email a short while later. Some ESPs will even allow you to create multiple, automatic follow-up emails so that you can send a different message to everyone on your list.

Having a clear objective in mind when creating your email marketing strategy will help you produce a coherent and successful campaign. By following a standard format, using reputable sources, and personalizing your email, you can guarantee that you’ll impress your audience and encourage them to take action.

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