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SHOW ME THE SERIES…
You’ve walked through how to use drip marketing to reach people after some event such as a purchase or sign-up.
• You can see that this strategy is something you could use.
But where do you start and what to you need to say?
• It’s seems kind of complicated.
What does a series actually look like?
NO MEMORY REQUIRED
Creating a series of messages is important because it allows you to provide great follow up, valuable information and consistent communication without needing to rely on “remembering” or having the time to send out individual emails.
In this lesson, you’ll discover the basic elements to create a message sequence for use in an autoresponder.
• You’ll see how the proper set up that can impress and connect with your audience
• You’ll view an example of a message series to adapt for your own use with your business.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Examine the structure of effective autoresponders
- And step through an example of a message series to educate and engage your audience
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
FOLLOW THE A-I-D-A MODEL
The main elements of a message series in an autoresponder follow the “AIDA” communication model.
- This model incorporates attention, interest, desire and action to make a connection.
Let’s look how that fits together:
GRAB ATTENTION-SUPPLY INTEREST
The first step is to grab attention.
- This is usually done with a subject line that attracts the reader and makes them curious about the message.
Next, put something of interest to the reader.
- This can’t be over-emphasized.
- You need to provide something of value that is relevant to the audience.
100% sales pitch is not of interest to reader-especially if that’s all you offer.
A good rule of thumb is that 70-80% of the messages should be directed at providing valuable information the reader needs and wants.
TAP INTO DESIRE
Then, how are you appealing to what the reader desires?
Think back to the 3 primary emotional drivers of purchasing decisions:
- Safety and security
- Approval and validation
- And control-including the desire for freedom to choose your circumstances.
Is your message tapping into these themes?
PUT THEM IN ACTION
Finally, what action do you want the reader to take after reading the message?
- This can be something as simple as clicking on a link to a related post.
- You may ask them to share something, go to a landing page, or register for a free service.
Start with something little and not scary.
- Get people comfortable with clicking on your links.
And when you include an offer to purchase they will already be in the habit of checking you out.
EXAMPLE OF REALTOR SERIES
Let’s look at an example of a message series that educates and engages a customer after a recent purchase.
In our example, I am a realtor and a customer recently purchased a home through my company.
Here are some of the things I want to include in my series:
• Thank you for their business
• Discounts for pizza delivery and packaging supplies
• Information on changing their address
• Coupon for massage services for sore muscles
• Tips on recycling cardboard and shipping supplies
• And a request for referrals
Notice that there is only one request in the 6-part series where I am requesting something from them.
My first email in the series would go out the day after closing and could follow this format:
• Gain attention: In the subject line I’ll put “Do you hear this all the time?” to get them interested.
• In the body, I would thank them for their purchase and include something of interest like: “Did you know a Journal of Urban Economics study showed the children of home-owning parents are much more likely to stay in school and graduate than non-home-owning parents?”
• Then I would appeal to their desire for safety and security for their family with: “Congratulations on taking the next step to securing your family’s future!”
• Finally, I would add a call to action: “I know moving can be a stressful time, click here to download a handy checklist to make the coming days go smoothly”
Three days after closing the next autoresponder with discounts for pizza delivery and packaging supplies would go out.
- The subject line says: “What do duct tape and pepperonis have in common?”
- In the body I would include something of interest like: “Did you know that you need approximately one roll of packing tape for every 10 boxes you pack?”
Then I would appeal to the desire for approval by adding:
“Be the family super-hero by having dinner delivered during this hectic time with the enclosed 20% off a family meal deal at Joe’s Pizza-and get a free roll of packaging tape right next store at Downtown Hardware.”
Finally add the call to action: “Click here for your tape and pizza coupons”
I would continue with this format for the rest of the series including the request for referrals with a link to a referral program page on my website.
- You could also add some monthly “stay-in-touch” emails and a one year anniversary dinner coupon.
As you can see the possibilities are endless, and once it is set up it can continue to grow connections with my client base throughout the year.
TIME TO GET REAL!
Let’s take a look at creating your own message series using drip marketing techniques.
- Use your Practice Guide to identify a couple of message series to implement.
Use the framework to support the AIDA communication model:
• Start with an attention grabbing subject line
• Include items of interest to the reader
• Appeal to their desires
• And make clear call-to-action.
Now that you’ve walked through creating a message series, let’s get into the “nuts and bolts” of setting up an autoresponder series using an example in MailChimp.com with Lesson 5: “How to set up an Autoresponder”