You have to create high-value conversion funnels within your business that gently nudge your leads along the customer lifecycle — and they may need to make multiple stops along the route. For example, if your core product has a relatively high price point, it may not make much sense to offer it immediately to a customer who has just opted in for your free lead magnet or requested more information about your company. It’s a much better idea to initially offer them something at a lower price point and focus on fostering a strong relationship.
Once your prospects have purchased your entry-level product and made that initial commitment, they’re much more likely to buy your core product because you have proved your value.
Successfully moving your leads through the different stages of the customer lifecycle takes a relatively large amount of nurturing as well as a slightly different strategy for each stage. The first part of the customer lifecycle is commonly referred to as the Attract phase, where you acquire prospects by offering them free, gated content. This type of lead magnet is offered to your prospects in exchange for their email address so that you can then stay in touch until you convert them into paying customers. This conversion from lead to customer happens, conveniently, in the Convert phase. (For more in-depth information on each stage of the customer lifecycle, check out The Step By Step Guide to the Customer Lifecycle.)
The bridge between your lead magnet, entry-level offer and your core offer is your offer funnel. A common offer funnel features five emails that are meant to push each contact toward one of your products. The offer emails are spaced out a week apart so as not to pester your leads but, at the same time, remain top-of-mind. Of course, if contacts buy your product before the end of the email funnel, you can remove them from receiving future emails via your automation platform.
Each of the five emails has a different angle that should be used to persuade your contacts to buy your product. We’ve outlined exactly what angles your emails should take and how to write content that will connect with your prospects and upsell them to purchase your products.
The Anatomy of an Offer Email:
Delivery Date: Your first email should fire the day after your customer purchases your entry-level product and then have a week in between each following email.
Angle: Each email should take a separate angle to appeal to your prospects’ different emotions and desires.
Email Subject Line: This should grab your readers’ attention, but make sure it’s not deceptive and accurately represents what is inside the email.
Email Pre-Header: Back up what you are saying in your subject line with more information. A pre-header is the text that follows the subject line when your email shows up in the inbox.
Greeting: If you are using a CRM database such as ONTRAPORT, you should use a merge field that automatically includes your prospects’ first name.
Body: We advise keeping your content quick, relevant and straightforward. Try to to keep your content to three paragraphs here. Any longer and your lead probably won’t read your email.
Call-to-Action: Your last paragraph should include a reminder or nudge about what you are promoting.
Sign-Off: Make sure you are consistent in how you sign off your emails so your recipients will recognize you.
P.S.: Some leads may only read your P.S., so keep it enticing without sounding repetitive.
How to Angle Your Offer Emails
Day 0: Offer Email #1 – Personal Gain
This email should highlight how much recipients stand to gain from buying the product you are offering. It’s meant to quickly paint the picture of what your contacts’ life is going to look like once they purchase your product.
This email uses much more of an emotional appeal than subsequent emails in the funnel, so make sure it resonates with your customers’ desires and hopes for their future.
For example, a wedding planner writing this email might focus on the way a bride and groom would feel on their wedding day when they have a perfectly planned and executed wedding.
Day 7: Offer Email #2 – FOMO
This email utilizes FOMO (fear of missing out) to persuade recipients to buy your product.
Remember, fear of missing out is different than striking fear into the hearts of your contacts. It’s easy to make this email inherently negative, so try to stay clear of negative messaging. Instead, focus on the undesirable outcomes that might be a result of your leads choosing not to purchase your product.
Sticking with our wedding planner example, this might take the shape of a customer missing out on a certain venue, deals or insider info that they wouldn’t know without a planner.
Day 14: Offer Email #3 – Logic
Moving away from the emotional appeals, this email takes the logic angle and presents the benefits of buying your product in a clear and logical way.
Spell out the benefits of what your contact is going to get from your product or service in a succinct and straightforward tone, perhaps using stats and studies to back up your points.
For example, the wedding planner might choose to focus on breaking down how much time and money a client would save, or explain how a typical, working couple doesn’t have the time to plan the wedding of their dreams without a planner.
Day 21: Offer Email #4 – Are You Still…?
This email reiterates the problem that most recipients are likely facing. It is meant to be a reminder that the problems they are facing are totally solvable, and the solution is your product or service.
For example, “Are you still stressing out over every single detail of your wedding?”
Day 28: Offer Email #5 – Have You Yet?
This email is the final email of the funnel and is a hard sell on your product. It is similar to the one above, where you reiterate the problem they are dealing with, but it pushes the problem much harder.
Because this is your last effort to get your lead to buy your product, really try to hit home why your product could be life-changing or enhancing.
For example, the wedding planner might offer a testimonial from a past client or offer a before-and-after story.
Once you’ve crafted your offer emails, all you have to do is place them into your conversion campaign within your marketing automation platform, and watch your leads turn into customers.
Have any tips on email copy that converts? Tell us in the comments below.