The Key to Successful Email Nurture Sequences that Convert

I’ve had several clients (and potential clients) approach me recently about writing email nurture sequences that convert.

Some have no sequence in place, so they’re starting from scratch. Most have something that simply doesn’t work. They send out hundreds of thousands or even a million emails to contacts who should be interested in hearing what they have to say. Yet, open rates are low, click-through rates are lower, and conversion rates are mostly zero.

6 Most Common Mistakes in Email Nurture Sequences

Unsurprisingly, patterns exist in what undermines results. This (incomplete) list describes some of the most egregious errors.

  1. Giving Away the Secret Sauce – Offering FREE eBooks is a great way to get new email contacts or even re-engage long dormant lists. It is seldom a great way to convert an active list to buy, especially when the eBooks provide solutions instead of reinforcing the need.
  2. Information vs Persuasion – So many email sequences provide LOADS of information, so recipients feel educated. An informed consumer is a good thing. A consumer with too much information will not purchase.
  3. No Call to Action – Email sequences are an ideal format for gentle persuasion. You don’t need to be all “in your face,” but so many I see have no CTA at all!
  4. Too Many Internal Links – You MUST have one clear CTA link to schedule a call, buy now, or register for an event. If you want to direct traffic to a blog or landing page, too, add that link, but limit your links to help focus reader response.
  5. Being Too Vague – So many bulk emails I’ve seen are vague and “nice” but lack a connection between a customer problem and the offer of a solution. Many are even quite off-topic, providing support to readers to make it easier for them to accept their problem and do nothing.
  6. Using ChatGPT – Email sequences written by ChatGPT come together quickly, so they are a great temptation for the DIY solopreneur hoping to save a few bucks on copywriting. Unfortunately, they seldom convert. Why? Good question. The ones I have seen are utter crap… but I expect there are some better ones out there.

How to Write Successful Sequences that Convert

My first piece of advice is – DON’T. If you have a limited budget for content and copywriting, use it on your email sequences. In an email, you have the opportunity to have an intimate, one-to-one conversation. Do not violate that.

If your budget is even more restricted, write a ChatGPT sequence and have it edited by a professional (HUMAN) copywriter (me.) This is a critical part of your sales process where you can win customers or alienate them.

Contact me through my website here or through my profile on Freelancer.com for a quote on your next email sequence.

Readability Scores

Readability Scores

Choose Your Level

This week readability scores came up more than once. A few complex topics needed simplifying. My clients want to simply inform their current customers about complicated topics, without condescension. So, we discussed the concept of “Readability Scores” and what that really means.

Some of what goes into web content or blog readability is about image placement, subheadings, bullet points and other things on a page that make it easier to read. That’s not what I am talking about here.

The Flesch Readability Scores Test

People mostly scan content on the web. Posts that are easy to read and scan make sense. The Flesch Reading Ease test scores the complexity of copy and rates it on a scale of 0 to 100 (see below). Generally, a score between 60 and 70 (8th to 9th grade) is considered typical for most industries.

Then again, many industries easily support more difficult text. A government website I worked with this week scored at a 20 to 30 level. The client preferred that the information from that website be rewritten for his customers in that 60 to 70 range.

 

Score

School level

Notes

100.00-90.00

5th grade

Very easy to read. Easily understood by an average 11-year-old student.

90.0–80.0

6th grade

Easy to read. Conversational English for consumers.

80.0–70.0

7th grade

Fairly easy to read.

70.0–60.0

8th & 9th grade

Plain English. Easily understood by 13- to 15-year-old students.

60.0–50.0

10th to 12th grade

Fairly difficult to read.

50.0–30.0

College

Difficult to read.

30.0–0.0

College graduate

Very difficult to read. Best understood by university graduates.

(Source: Wikipedia)

Why Readability Scores Matter

Your readability scores influence how much time your visitors spend on your website. It may seem counterintuitive, but the easier readability scores tend to keep website visitors for longer. Readers bore easily. (Thanks for staying with me here!)

When your visitors stay on your website longer, your SEO ranking goes up. Google watches how long people stay on your site. If your nearest competitor engages readers for longer than you do, they are ranked above you.

Deliberate Choice is the Key

If you know me at all (and if you don’t, here’s a clue) you know how strongly I believe in deliberate choice. So, just like anything else, choose your readability score to fit with your audience, your subject and who you are. It is that combination that will make for successful web content.

Melody

P.S. The Flesch Readability Score of this post is 71.1

The picture is the view out my window. The mare’s name is Paloma (Dove), and the colt is Luz (or often Lucita, which means “Little Light”). The bushes are a salak (snake fruit) and mangosteen in my tropical fruit orchard here in Ecuador.