Your email funnels are incredibly important. You want to take a new subscriber who doesn’t know who you are (a “cold” prospect), and “warm them up” so they’ll be ready to sign up for your next bootcamp. Provide value in your emails so your new subscribers start to know, like and trust you. Then, in your final email you’ll have a call-to-action to buy, or to take the next step in their relationship with you.
You should write an email funnel for each lead magnet you have. You can definitely reuse your old email funnels and just tweak them for the new lead magnet. Just be careful: if you have subscribers signing up for multiple lead magnets, they could get turned off if they get the exact same series of emails. It comes down to knowing your ideal client and what they expect.
Today we’ll focus on pre-planning, as well as writing emails 1 and 2.
It’s important to take some time to plan out your email funnel. Which lead magnet will the email funnel be written for? What problems will that lead magnet be solving? What related pain points can you start to address in your email funnel? How can you provide value to help your client solve those pain points?
Also, take time to think through what you want your new subscriber to do at the end of the funnel. Do you want them to purchase an introductory product? Set up a consult? Sign up for your next FASTer Way to Fat Loss round? Knowing where you want them to end up will help you plan out how to lead them there through your emails.
your email funnel
EMAIL #1 - THANKS FOR DOWNLOADING
Your first email should thank your new subscriber for downloading your lead magnet. Let them know you genuinely appreciate their interest in your business. This is your first chance to build a relationship with your new subscriber, but try to keep things short and sweet. If you send out a huge, long email right away, there’s more of a chance your prospective client will immediately unsubscribe.
You should also include a link to download your lead magnet. Even if you deliver your lead magnet automatically with a service like Leadpages, you’ll still want to include this link. Sometimes there’s a technical glitch, or sometimes people just forget to save your lead magnet. Including the download link in your first email will save you from having to email that link out later.
Take a paragraph to let your subscriber know what she can expect from you. Tell her how often you’ll be emailing her and what kind of value you’ll be giving her. You should convince her that it’s worth taking the time to open and read your emails.
EMAIL #2 - CONNECT ON SOCIAL
Your leads are more likely to convert into paying clients if they follow you on at least three social media platforms. You already have them on your mailing list, so your second email will invite them to connect with you on some of your other platforms.
Don’t include every single social media account you have in this email: share the 2-3 platforms you use most often.
EMAIL #3 - TIPS & TESTIMONIALS
The key to getting your new subscriber to know, like, and trust you is to provide value. Go back and look over your answers in the email funnel pre-planning part of the workbook. What pain point can you help address with a few quick tips? Focus on that for this email.
You’ll want to throw in a few tips that can quickly and easily solve a small pain point or struggle your reader has. If you can give her a quick win, she’ll trust you. Just make sure your win directly relates to your business. You can teach her how to organize her closet, but that won’t get her into a FASTer Way program.
This email is also a good place to throw in some client testimonials, which we’ve supplied you with. Start to show your new subscriber that working with you will help her make a positive change in her life.
EMAIL #4 - YOUR STORY
Sharing your story can be a great way to deepen the relationship with your new subscriber. Share the experience you had when you went through the FASTer Way to Fat Loss. What transformation did you experience? Are you a certified trainer? If so, share how you got into the fitness industry. If you are a busy mom trying to work with other busy moms, share your experience trying to balance health and wellness with being a busy mom. This is where you let your ideal client know you are their ideal coach!
Start by figuring out what you want your reader to learn from your story. Is it that you’ve been there, too? Are you trying to share your “why?” Whatever that is, write it down. Then, after you’ve written Email #4, go back and look at that purpose. Remove any of your story that doesn’t directly relate to that purpose. It’s important to build a relationship, but you also don’t want to go on and on about yourself. Don’t bore your reader with parts of your story that don’t matter.
EMAIL #5 - THE PITCH
This is what we’ve been working toward for the whole email series. Email 5 is where you put in your strong call-to-action to sign up for your next FASTer Way program. You’ve warmed up your new email subscriber. Now is the time to get them to invest.
Your Email 5 should read like a short sales page. You’ll be working to persuade your reader to sign up for the FASTer Way with you, so take the time to address her pain points. And, if you can, also address common objections you get from clients. Often these objections are not understanding carb cycling and/or intermittent fasting, not wanting to spend money on yet another weight loss program, and not understanding that hours of cardio can actually be making their bodies hold on to fat.
Don’t worry if you don’t immediately get a lot of sales from your email funnel. A decent conversion rate is about 3-5%, meaning that for every 100 new subscribers you get, 3 to 5 of them will buy based on your last email. The others you’ll start to convert through your nurture emails. (We'll go more into depth on nurture campaigns later.)
SENDING YOUR EMAIL FUNNEL
Once you have your emails written, it’s time to load them into your CRM (Mail Chimp, ActiveCampaign, etc.). My team and I suggest starting out with ActiveCampaign since it's only $9 for a lite plan when you're just starting out, and you get a lot of great features.
I recommend setting up your automation so the first email sends out immediately when someone subscribes. The other emails should be sent out about every two days, unless you have a good reason to send them more (or less) often.