If you’re looking to sell something, there’s a simple and effective structure you can use to create a 4-email campaign. This approach is versatile, allowing you to use it repeatedly across different platforms. I’ll outline the steps below.
First, it’s important to understand that a sales email campaign doesn’t have to consist solely of dedicated “solo emails.” You can integrate your campaign into other emails or even adapt the structure for social media. For example, you can post a shortened version of the first email on social media, then follow up with subsequent posts, gradually sharing more information about your offer.
Email 1: Introduction and story
The first email should serve as an introduction and include a story. Often, the story explains why you’re offering this product or service. For instance, you might say, “People always ask me what tools I use in my business, so I decided to create a document evaluating the various tools needed for an online business.” Or, “People frequently ask me how to describe what they do in a way that attracts others, so I put together a guide to help.”
Next, clarify who the product is for. It might be for people struggling to get their messaging clear, or those whose taglines and communication efforts aren’t resonating with their audience.
After that, briefly describe the product and its benefits. For example, “This is a worksheet to help you create your elevator pitch, and it will help you attract the right clients by ensuring your message is on point.” List two or three benefits, often in bullet points, and end with a call to action (CTA), encouraging the reader to buy, register, or sign up.
Remember, this email is meant to be low-key, giving readers background information while subtly leading them towards the CTA. Ensure the offer is upfront and easy to find in the email.
Email 2: Provide details
The 2nd email should elaborate on the benefits of your offer. If it’s an event, describe the different lessons or components and the benefits of each. For example, “I’m teaching a course on partnership marketing, and the first lesson covers various models, helping you find the one that suits you best.”
You can also include brief testimonials, success stories, or research to support your claims. Even if you don’t have direct testimonials, you can refer to relevant studies or expert opinions to make your case more authoritative. End this email with a stronger CTA, such as “Register now.”
Email 3: FAQs
Email #3 should focus on frequently asked questions (FAQs). I like FAQs because they anticipate and address any concerns or objections your audience might have. You can use this email to show why your offer is valuable and to overcome any hesitation.
Consider adding a limited-time bonus or discount here to create urgency.
Email 4: The final push
The 4th email is all about creating urgency. Highlight what the reader will lose if they don’t act, playing on the fear of missing out (FOMO). For example, “If your messaging isn’t on target, you’re likely losing potential clients who don’t fully understand what you offer.”
Reiterate the value of your offer, perhaps mentioning the cost or the long-term benefits of investing now. Finish with a strong CTA, like “Last chance to register,” and consider sending a second email on the final day, that is, one in the morning and one at night.
What’s next
Consistency is key in maintaining your connection with your subscribers. Regular communication makes it easier to send a series of emails like this without overwhelming your audience. Over time, you’ll build trust and establish your expertise, leading to a higher likelihood of your offers being well-received.
So, start emailing your subscribers regularly!
Need help? Pick up my free email course, “10 Techniques for Better Results from Your Emails”
If you have any questions, feel free to ask in the comments.
4 replies to "How to create a 4-email sales campaign"
Thank you so much for sharing this! I’m new to email marketing so this is really a big help.
I have a question: When should I send the emails? Everyday? For every week? Or every few days? Thanks!
This makes things really simple. I like the idea of integrating my campaign into other emails. Thanks!
Guy, the frequency of emails depends on a lot of things — your audience, your topic, and how important email is to your business. I now email every day but most people start out once a week. Does that help?