How to Craft a "Hey, Look! Here’s How I Can Help!" Email Sequence

Yes, you’re here to serve your audience and contribute in a way that makes the world a more beautiful, livable place, but you’re also here, in business, to make money, so you need an email sequence that sells for you. 

After all, as online business owners, we have to use the tools we have at our disposal. We don’t have sales reps to constantly be encouraging others to learn about and purchase our products, so our next best move is to set up a system that works like an automatic, online & loving salesperson. 

We essentially get to create our ideal employee through a series of automated emails. 

Lots of business owners, when they get to this point, will shy away from being too direct in their sequence. Instead of full on product pitches, they’ll deliver more useful content and then hide a pitch in a PS. This is not that kind of email sequence. I get that you are business to make a living, and as a result, this sequence speaks to making more sales and encourages you to get over the embarrassment you might feel around selling. 

You had no trouble with the “Get to Know Each Other” email sequence (after all, it’s all about giving), but at around step 8, you’re prompted to start selling. 

We’ll pick up from there. 

start. The reader has been a part of your community for longer than a week now, at the minimum, and you’ve sent her lots of valuable information. You may have even chatted with her briefly via email. 

step 1. You send a direct pitch selling your an entry-level product for stay-at-home mom’s who are interested in becoming VA’s. The price point is $47. 

step 2. She clicks on the link in the email, but she doesn’t purchase. 

step 3. If she clicks, you send a follow-up email the next day with a testimonial from another full-time mom who is now making a living as a VA. 

step 4a. She purchases the product. Once she does this, she’ll be entered into a new sequence for that specific product. 

Let’s say she doesn’t buy though. what happens then?

step 4b. She doesn’t even open the email. 

step 5. Two weeks later, after receiving a couple of your regular, weekly emails, she is sent another automated email. This time, it’s an invitation for a free 20-minute consult with you to see if a VA business is really right for her. 

step 6. She clicks on the link and books in an appointment. 

step 7. You have the call with her and make a direct pitch for consulting time where you help new mom’s put together a 6-month plan for getting their VA business started. 

The above structure is as simple as it gets, and depending on your business, it might be all that you need, but when it comes to this sequence, there is so much possibility for growth. For example, once you have a suite of products, you can tailor your “get to know each other” emails around them and use a reader’s click as a trigger to send a pitch X amount of days later. 

However, you don’t have to start with a huge, complicated sequence. In fact, I don’t recommend it as our businesses are always changing and you won’t know what’s working until you test it out. My advice is to start with one email at a time and go from there. 

Have questions? Drop a comment below!  

Hi, I’m Cher!

I write about the place where business + social responsibility meet. When I'm not researching whatever my latest obsession is, you can find me re-watching Remember the Titans, posting on Insta @___whatthehale, or hiking somewhere in the PNW. If you're interested in working with me on a marketing or PR campaign, I do that, too.

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