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.

Will AI Eliminate the Need for Professional Content Writers?

The world of content creation is changing rapidly. From more emphasis on video content to the rise of social media platforms, how people consume information is constantly evolving. In recent years, we have also seen the emergence of artificial intelligence (AI) in the world of content creation. Many people wonder, “Will AI replace human writers?”

I needed to explore the benefits and limitations of AI and analyze whether it could ultimately replace professional content writers.

AI Writing – The Pros and Cons

AI writing is perfect for creating repetitive content like boring reports, product descriptions, and simple articles. So, one major benefit of AI is creating large amounts of content quickly.

A critical problem with current AI content is repetition and the risk of plagiarism. But the major disadvantage is a limited capability to create high-quality, human-like content that could pass the Turing test.

What’s the Turing Test?

The Turing test was developed by Alan Turing in 1950 to examine a machine’s ability to demonstrate intelligent behaviour that would make it seem human. Turing suggested that people could judge if they witnessed someone texting with a machine. If the person couldn’t tell the difference between humans and machines in the text conversation, the machine passed the Turning test.

AI Writing Vs. Professional Content Writers

Although the rise of AI is somewhat alarming among some writers, it is unlikely that machines can completely replace human writers anytime soon. Professional content writers are highly skilled in writing and storytelling, bringing a unique touch that machines can’t replicate. Plus, genuine quality content requires creativity, originality, and a human touch, which are not capabilities machines possess.

The Future of AI Writing and Content Writing

The future will probably bring more collaboration between AI and human writers. AI seems to be becoming a part of the content creation process.

For example, professional writers benefit from AI through research, technical writing, and identifying trends. Human writers already rely on AI writing platforms for editing and proofreading. Ask anyone who uses Grammarly or Hemmingway! Yet, every professional content writer will tell you that many AI proofreading suggestions are discarded out of hand.

Conclusion

AI writing systems don’t yet possess the artistic and creative skills necessary for producing top-quality content, but they are incredibly powerful tools. Content creation will always require human skills, knowledge, and experience. AI can support research, reduce mundane tasks, and streamline the writing process.

The future looks very bright, and content writers can be confident that the rise of AI will not lead to us being replaced. Instead, AI, like other technological advancements, will likely enhance workflow and efficiency, changing some of how we work.

Don’t Hire a Writer for Your Website!

You need professional content, and you know what you wrote yourself (or what the developer added) is not good enough. You might know how to optimize your content for SEO, but will it impress your clients?

Every day, clients ask me for new “subtly persuasive” content. By definition, “content” is informative, and “copy” is persuasive. When you read a newspaper, the articles are content, and at the bottom of the page is ad copy.

Yet, many audiences are tired of old-style, aggressive marketing messages. In some industries, clients tell me their customers (especially B2B) could actually be immune to the in-your-face ads of yesteryear. At the same time, simply informing these same clients with content marketing creates solid relationships, but there is some evidence of lower sales.

So, why do I say, “Don’t hire a writer?”

Writers – the kind you can hire to write your website, blogs, whitepapers, guest articles, etc. – are usually skilled at one or the other style. Some write engaging content that informs and maybe even entertains readers – but seldom does that translate into conversions. The others, the copywriters, are often more skilled with B2C copy with a rather direct approach. Any copy with the line, “but wait, there’s more!” is probably too aggressive for most B2B clients.

The Balance Between Content and Copy

To reach B2B clients and many modern consumers, a balance between information and persuasion builds a foundation for conversions. Essentially, everyone deserves to know enough about the benefits of your product to decide to buy. Subtle persuasion works in every industry, but it works best when your target persona is already well-informed, has high expectations, and you have significant competition.

Of course, I offer subtly persuasive content/copy for my current and prospective clients. I hope we have the opportunity to work together (again) soon.