How to Set up an Email Marketing Campaign – Part 9: Follow-up Email Sequence

The follow-up email sequence is what is so powerful about email marketing. When someone opts in to your list, you can have a full set of emails waiting to be sent out to them on total autopilot.

These emails make it super easy for you to establish a relationship of trust with your subscribers; to give them valuable content and to also send them relevant offers.

First Follow-Up Message

The first of the follow-up email messages in your sequence will be the email where you give your new subscriber the link to the download page for their free gift that they opted in for.

You will also want to take the chance to briefly establish your authority and recommend to them your best offer.

Follow-Up Messages 2 Through 5

The second follow up message should be set to go out 24 hours after the first follow-up message and the next three follow-up messages should also be set to go out 24 hours apart.

These four follow-up messages should contain your best content. At the end of your content (or during the content if it is applicable) briefly promote your best offer.

Follow-Up Messages 6 and Onwards

After the first 5 follow-up email messages, the rest of the follow-up email messages in your sequence should be set up to go out either 48 or 72 hours apart.

With these email messages, you want to continue delivering quality content to your subscribers.

As far as promoting offers is concerned you don’t need to promote a product with every email sent out. Every second email is a good guideline, however, if there is an offer relevant to your content don’t hesitate to promote it.

How Many Follow-Up Messages Should You Have?

A common question that gets asked is; “How many follow-up email messages should I have in my sequence?”

There’s no definite answer to this, however, a general guideline is 6 months worth of messages. The best option for your email marketing campaign will depend on the niche that you are in.

Some niches will have a longer ‘subscriber life’ than others. For example, if you’re in the wedding niche your subscribers will only remain active while they are preparing for their wedding.

The best way to ascertain how many follow-up messages you should have in your email marketing campaign is to check your autoresponder statistics. For example, if you have 3 months worth of follow-up email messages set up and there are many of your subscribers still opening those emails, then you’ll want to set up more messages to go out.

When should you stop setting up messages? Whenever you want to stop earning money!

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