You’ve probably heard business gurus telling you to get on building that email list. The messaging is so ubiquitous that it’s easy to lose sight of the fact that email marketing is one of the best ways to free yourself from dependency on social media algorithms. Luckily, adding email to your marketing channels doesn’t have to add a lot to your weekly to do list. In fact, you can use an email marketing strategy that doesn’t require constant maintenance and content creation. An automated nurture sequence is the perfect way to implement magnetic email marketing that you can set and forget.

Email Marketing Strategy Fundamentals

If you’re new to email marketing strategy, it’s easy to think that it just involves weekly or monthly newsletters. Those can be effective if you’re consistent and intentional about them. Most businesses that we work with are more interested in building out a low-maintenance marketing channel. You’ve got enough on your plate! We use the principles of sales funnel marketing as the basis for email marketing that doesn’t require constant content creation.

Sales funnel marketing is a concept that explains a customer’s journey from initial awareness of a brand all the way to conversion. The process can be broken down into many stages, but the five main steps look like this:

  1. Brand awareness: A client becomes aware of your brand for the first time.
  2. Interest generation: The client becomes interested in learning more about your brand and services.
  3. Consideration: The client considers working with you.
  4. Conversion: The client invests in your services.
  5. Loyalty: The client returns to you to purchase again.

The sales funnel concept is powerful because it can help you design a marketing strategy for any channel and any product or service. It gives you a way to be intentional about your content creation. Instead of throwing spaghetti at the wall, you have direction from start to finish.

The Nurture Sequence Solution 

So how do you translate the sales funnel principle into an email marketing strategy? That’s where the nurture sequence comes in. A nurture sequence is a series of emails that walks potential clients through the sales funnel. The sequence automatically sends when someone opts into your email list, either through a freebie or opt-in form.

Because nurture sequences follow the sales funnel model, it’s easier to keep them focused than unstructured email sequences. Nurture sequences can run anywhere from five to twelve emails. At Brandcendent, I create custom nurture sequences that typically run about eight emails long. That’s because I follow the Rule of 7. This established marketing principle states that most people need to be exposed to an offer seven times before they take action. Eight emails is generally enough space to familiarize a prospective client with your offer, invite them to act, and follow up on an offer.

Nurture sequences are a powerful way to connect with clients across industries. I’ve created them for business coaches, photographers, social media agencies, and entrepreneurs with online courses. To get a sense of what this email marketing strategy looks like for wedding vendors, watch this free mini training!

Two Ways to Create Your Email Nurture Sequence 

Do nurture sequences have you rethinking your email marketing strategy? When you’re building your nurture sequence, you can take one of two approaches. You can either DIY it or collaborate with a professional copywriter.

1. DIY Your Sequence

If you’ve got more time than money, DIYing your nurture sequence can be a good place to start. Here are a few tips to help you get the best email content possible when you’re doing it on your own.

  1. Subscribe to an email list from a business you like. Observe their strategy and see what you can learn from them. But don’t copy and paste their strategy directly onto your own! 
  2. Follow the sales funnel model to keep your messaging on track.
  3. Use these tips to write connection-focused emails that convert.
  4. Purchase a template from a professional copywriter! I can’t emphasize how helpful this can be in taking the guesswork out of your content creation. Someone has probably even created a template tailored to your industry. Here’s an example of a plug-and-play nurture sequence template for wedding photographers. 

Any time you create content for your business, don’t be afraid to reach out to a trusted fellow business owner for feedback. A second reader can help identify the strengths and weaknesses of our marketing while also lending moral support. 

2. Collaborate with a Copywriter

If you have the resources to outsource, no one can kick your email marketing strategy into high gear quite like a copywriter. A copywriter specializing in email marketing should be able to combine your industry expertise with their understanding of marketing and sales to craft copy that converts. It takes a huge weight off your shoulders knowing that you gave yourself the best chance for success by collaborating with a pro. 

Working with a professional copywriter takes a lot off your plate, and it gives you the chance to refine your messaging around your offer. I can’t tell you how many of my email marketing clients react along the lines of “Yes! This is what I was trying to say. And it sounds like I actually wrote it.”

Learn more about Your Orbit, my signature email marketing service.

What’s Next for Your Email Marketing Strategy

Are you looking for a professional copywriter to help you create a high-touch, low-maintenance email marketing strategy? I’ve helped over 60 brands attract aligned clients with trauma-informed copywriting. Inquire with me!

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