Why email nurture sequences are silly
One day, I will probably write a post about crafting a perfect email nurture sequence. But, it’s not gonna be a standard nurture sequence. It’s gonna be something special.
But, before the inspiration comes, I wanted to voice my thoughts on why I think that the usual email nurture sequences are silly and should not be used in a service- based business.
First, let’s identify what nurture sequences are and what kind of a sequence I will be referring to throughout this post.
WHAT’S AN EMAIL NURTURE SEQUENCE?
A nurture sequence is set up in an autoresponder. It’s an email service that will send out emails to your whole email list, without you having to do it manually.
In a sales funnel, usually, a prospective client goes through a journey something like this:
freebie –> opt-in –> 5-7 value emails –> paid offer
Those 5 to 7 emails usually are a standard nurture sequence procedure. A person receives an email each day with some value in it. It might be a tip on how to do something, an interesting insight, or a list of resources.
At the end of it, the person is offered to buy something, usually something related to the freebie, but also to another higher-end product.
The sequences can differ in many ways, but that’s the gist of it.
WHY ARE NURTURE SEQUENCES USELESS?
If you look at it, a sequence will NOT offer any help to the person who opted-in. They have a problem. That’s the main reason why they have signed up for that freebie of yours.
So, why would you ask them to go through a week’s worth of emails before you actually offer to help them with their problem?
To “nurture” them? Your prospective clients aren’t stupid.
You know all too well that they are probably subscribed to dozens of email lists like yours and they have seen these sequences over and over.
What if they need help NOW?
HERE’S WHAT AN EXPERT HAS TO SAY
I am subscribed to Ben Settle’s email list. Every day, he emails his list at least once. And every. single. email. sells.something.
As soon as you sign up for his list, you start getting his broadcasted emails. Which means that, you never have to go through some sort of pre-made sequence. You get emails from him as soon as he sends them.
And he is considered as one of the top email marketers in the world.
It was because of him, actually, that I started thinking of my mindset towards nurture sequences.
He once posted something related to this on Facebook and one of his friends, an expert in internet marketing, replied:
Agreed. “Nurture sequences and goodwill emails” that don’t sell are dumb.
I have multiple clients who have pretty hefty ad budgets where we’ve tested when to sell in their autoresponder sequence. Immediately day one is the answer.
We do a slightly different approach and often have a short content video immediately after opt-in with a link to the sales video or sales page right under it. But each email is content/personality/sales.
The psychology doesn’t even make sense to “nurture” them. They’re searching now for help. They subscribe to your list now for help. And you’re going to make them wait till next week for help!
WHAT TO DO INSTEAD
So, how do you write emails that sell from day 1, but don’t sound like sales sleaze?
My favorite way is to combine stories with promotion. For example, if you are in business, then you have products or services to sell.
Having that product in mind, what kind of story could you write down, that would relate to this product?
You can tell:
- Your story from your perspective
- A story about someone else (non-fiction)
- A story about someone else (dramatized)
- A story from your favorite TV show
- A historical story
All you have to do, is to tell a story, have a moral of it that is related to what you are selling, and then refer to the offer.
As long as it’s interesting content and your prospective clients will gain something from it, they will not hate you for selling in EVERY piece of content that you provide.
There are, of course, many other ways to combine content and promotion. Be creative!
What do you think of nurture sequences?
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Hi! I’m Cornelia.