The top 3 Frequently Asked Questions (FAQ) about email sequences
You’d be surprised how many New Zealand coaches and service providers haven’t heard of a welcome sequence or even an email sequence. If that’s you - no judgement. There are lots of things I haven’t heard of. You’re not given a manual with your business.
After what is a welcome sequence? Which I’ve mentioned below and in other content. I usually get questions about how do I even setup a welcome sequence?
Those email frequently asked questions (FAQ’s) are best answered in a 1:1 for specific advice or in this blog article about welcome sequences (with examples).
Email FAQ 1: What exactly is an email sequence?
An email sequence is a series of emails that are sent to a subscriber based on an action they take (or don’t take). That could be:
- joining your email list (welcome sequence),
- not opening your emails (reengagement sequence),
- lead nurture sequence (downloading a freebie or content upgrade etc.),
- webinar sequence (emails sent before registering for an online event and after attending).
There are other types of email sequences but I'll save those for another time.
Email FAQ 2: How is a welcome sequence different from a lead nurturing sequence?
A welcome sequence is sent to new subscribers. They may have downloaded a freebie or just joined the email list. A lead nurture sequence is sent when someone acts in a way that suggests they may be interested in your services. That could be by clicking on some links in your welcome sequence, by viewing particular pages, or even by downloading a whitepaper or report. I prefer to send a lead nurture sequence after the welcome sequence. But it depends on the typical behaviour and business.
The reason is a lead nurture sequence is typically a better fit with someone who is further along in their journey with your brand. It’s more sales and problem focused than your welcome sequence.
The goal of your welcome sequence is to introduce yourself and show why it’s worth them sticking around. Plus to give them the opportunity to convert at the end of the welcome sequence if they’re already ready.
Email FAQ 3: How many emails should be in a sequence?
There is no magic number of emails that should be in a sequence. It depends on:
- The sequence type and goal
- The business The audience
-
They value and investment you’re asking them to make
- The typical sales cycle (time to a conversion)
Number of emails in a welcome sequence
Welcome sequences usually have 4-6 emails. Maybe more but it depends. Yeah that infuriating saying 'it depends' again.
I prefer to start off with a 4 email welcome sequence then optimize over time. But if you’ve already got a welcome sequence and you’re keeping their attention but not the conversions then you could add more emails to address FAQ’s or address reasons why they aren’t acting yet.
As I mentioned above, some people need more touchpoints to build trust and they won’t convert in your welcome sequence.
Number of emails in a lead nurture sequence
A lead nurture sequence may have 4-7 emails or even as long as 12 emails. But that usually requires an email copywriter or email marketing specialist. Copywriters are experts at holding attention with copywriting techniques.
The number of emails may also vary if:
- If you have a long sales cycle (time between someone joining your email list or approaching your brand and when they choose to book a call or convert).
- If they’ve gone through your welcome sequence or have been on your list for a while (they may not need as many emails.)
- If you don’t have a welcome sequence (why not?) or they need more convincing (they may need longer or more emails.)
Number of emails in an email sequence by industry
If your business is a larger marketing business you’re going to have a different welcome sequence or email automation strategy than someone who has a sole trader life coaching business.
For example: If you run a SEO agency then you may need a longer sequence as people can be a little sceptical about SEO. Often because their spam folder is full of so called experts claiming to get them to rank in position 1 and giving away free audits. Email marketers, manifestation coaches and business coaches can also encounter these trust issues.
However a career coach or nutritionist may have less trust issues. Their services are very 1:1 so it’s harder to have some of the challenges about rogue agency fees or not ‘getting their money’s worth’.
However, if you have a high-ticket coaching programme you’re likely to need to nurture your audience more as they’re making a bigger investment than a 1:1 session.
Email sequence information for NZ businesses
I’ll be updating this article or creating a series to give you more. But in the meantime you’ve hopefully got a better understanding of these frequently asked questions about email marketing sequences.
The New Zealand market is unique. 97% of businesses in New Zealand are small to medium enterprises (SME’s). Over half of New Zealand businesses have highlighted a need for being more digital. While social media captures attention I’ve found email marketing is underrated and there is a learning curve for NZ small businesses.
Email marketing is well-known, by marketers, as a driver of business growth. But I’m working on raising it's awareness with small business owners. So email marketing is accessible for service providers and coaches that need email sequences that work for them while they’re with clients. There's more to email than just newsletters.
If that sounds like you then reach out for a free no-obligation chat about how email sequences can help you work smarter not harder.
