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.

Instructional Design, Anti-Money Laundering!

If you’ve known me for some time, you know I have an instructional design (ID) background. I studied instructional design at UBC back when we handed papers in, on paper. Then, I also spent over 25 years working as an instructor for Dale Carnegie Training in BC. Most of the courses I taught I did not design, but I did create many company workshops and conference type meetings.

What Is Instructional Design?

It may seem obvious, but basically instructional design is the process of presenting information in an order and manner that make it memorable for the learner.

Poor design leaves the learner:

  • sitting through a lecture that is all over the place
  • wondering what the teacher is getting at
  • walking away learning nothing
  • not remembering what the lesson covered
  • bored

So, I am thrilled to say that the first phase of the Anti-Money Laundering Course through Innova Learning is complete. If you require Anti-Money Laundering (AML) compliance training, be sure to register to be sure you are notified when the course is available.

Other Applications

Innova is clearly an application for ID. There are many online courses available now. Some are required by governments, like this one. Others are offered by companies as employee training. Some are available to the general public to learn new skills, especially in the high tech field.

In addition, I write for school teachers, a Singapore public speaker and a series for a US government department. I am also helping develop a series of courses for energy work and self-healing.

Instructional design is an increasingly large portion of the work I do. Mostly though, I still write the words on the internet.

Lifeworkx, an employee caregiver support organization, has offered me the opportunity to write many of their internet and non-internet words. I even wrote the scripts for these videos. If you are caregiving, or know someone who is, the resources there are incredible. Also, they have resources for employers because employee caregivers are now creating a labour market crisis.

Instructional design and writing the internet. So, that’s some of what I have been up to lately.

Greetings from Ecuador!

Melody

SEO Content Writing This Week

SEO Content Writing This Week

One of the best things about SEO content writing is the variety of topics I encounter every week. This week included everything from peridontal research studies to Christmas. There was more ongoing work in the financial industry, and even some on interior design and alternative medicine.

The SEO Content Writing Niche

One of the most common pieces of advice a freelance writer will receive is to “find your niche”. They choose narrow subject areas like “cryptocurrency” <blech>, or “fashion”, or “travel”. Seldom do these niche writers venture forth to write outside of their niche.

My niche is business. My talent/skill is seeing what your client needs to take action.

How I Developed That Talent/Skill

For more than 2 decades, I instructed an internationally acclaimed sales course. There were 55 professional B2B sales reps in each class. In each of the 12 sessions of the course, I had to fine-tune the sales concept to every product/service. That meant that, on the fly, I was developing examples for hundreds of products.

If you have ever worked with professional B2B sales reps, you probably know they can be rather tough minded. I had the ability to quickly adapt the material to their unique situations. This was the foundation for my award-winning sales and graduation levels.

What Does That Have to Do With SEO Content Writing?

SEO content writing is much easier. This same skill, adapting sales/marketing techniques to unique situations, is required. Now, I can sit behind my computer and do these adaptations at my leisure. I can revise and rework each line. When instructing the classes, I was public speaking, and had to do it all at light speed. No revisions.

So, that’s why SEO content writing for business is my niche. I have written for accountants, and funeral homes, on the same day. From my point of view, the same principles apply. Solid SEO content writing requires convincing, persuasive language, on informative topics. You give me your topics, and leave the copywriting to me.

Melody