Learn More About Email Autoresponders
What You’ll Learn
In this lesson we’ll walk through the steps needed to create an effective email autoresponder sequence to nurture new leads and increase the chances of them buying from you.
Why It’s Important
Email marketing is still extremely effective and the reason for this is that it exposes potential clients to you business multiple times. More exposure means more rapport and increases the likelihood they’ll buy from you.
In this lesson we’ll walk through the steps needed to create an effective email autoresponder sequence to nurture new leads and increase the chances of them buying from you.
Why It’s Important
Email marketing is still extremely effective and the reason for this is that it exposes potential clients to you business multiple times. More exposure means more rapport and increases the likelihood they’ll buy from you.
What is an Autoresponder?
Some of you may be new to this so before we dive in, we need to understand what an autoresponder is. If you already know, skip ahead.
Autoresponders are a series of email content that gets delivered every time someone subscribes to your email list. It goes out in a certain sequence, on certain pre-determined dates. This sequence is delivered over time with the goal to develop a deeper relationship with your new audience.
Autoresponders are a series of email content that gets delivered every time someone subscribes to your email list. It goes out in a certain sequence, on certain pre-determined dates. This sequence is delivered over time with the goal to develop a deeper relationship with your new audience.
Creating the Right Content
This is possibly the most overlooked aspect of creating an effective autoresponder. For a lot of trainers, the goal of creating an email autoresponders series is simply to have one.
The thought process is often ‘if I have an autoresponder, I’ll get more clients’.
But this is like saying ‘if I have a personal trainer, I’ll lose weight’, and we both know that ain’t true.
The best autoresponders appeal to the subscribers next logical step and to understand what that next step is, we need to take a look at the previous step…
What did they sign up for in the first place?
The thought process is often ‘if I have an autoresponder, I’ll get more clients’.
But this is like saying ‘if I have a personal trainer, I’ll lose weight’, and we both know that ain’t true.
The best autoresponders appeal to the subscribers next logical step and to understand what that next step is, we need to take a look at the previous step…
What did they sign up for in the first place?
If a new subscriber signed up for your protein flap jack recipe, the chances of them looking for a personal trainer are pretty slim. So your autoresponder sequence about how awesome a trainer you are isn’t useful or relevant to that subscribers goal.
But let’s say someone signed up for your case study on how Jane lost 12lbs and regained her confidence… That subscriber is more likely to be looking for help with their fat loss.
You see, the effectiveness of an email autoresponder series is dictated by what the subscriber signed up for in the first place and where they are in the buyer journey.
So let’s start with the beginning of the buyer journey. The Awareness phase. When your future clients are still looking for ways to solve their own problems.
They ask their freinds, search Google and read blog posts. Ideally yours.
The Weekly Email System
This system for people at the beginning of the buyer journey is pretty simple. You send them weekly updates.
Whether your lead magnet is simply “sign up for weekly updates” or it’s a more comprehensive eBook on how to accomplish a goal, the subscriber came from your blog.
If someone is reading your blog, which typically contains how to guides and advice, that person is still trying to fix their own problem. That’s why they’re on your blog.
They’re not ready for your offers yet.
But here’s what’s really cool. You’ve just invited someone in to your business circles that might buy from you in the future. In other words, you placed your business on their radar before they’ve even considered hiring a PT.
Now all you need to do is stay top of mind with weekly email updates.
Content might include guides, recipes, advice, guidance, business updates and the odd success story.
Keep it simple, valuable and consistent.
Whether your lead magnet is simply “sign up for weekly updates” or it’s a more comprehensive eBook on how to accomplish a goal, the subscriber came from your blog.
If someone is reading your blog, which typically contains how to guides and advice, that person is still trying to fix their own problem. That’s why they’re on your blog.
They’re not ready for your offers yet.
But here’s what’s really cool. You’ve just invited someone in to your business circles that might buy from you in the future. In other words, you placed your business on their radar before they’ve even considered hiring a PT.
Now all you need to do is stay top of mind with weekly email updates.
Content might include guides, recipes, advice, guidance, business updates and the odd success story.
Keep it simple, valuable and consistent.
The Lead Magnet Subscriber Autoresponder System
This system is a but more complex. Someone who subscribes to a lead magnet on your websites main pages should be subscribing to a case study or comparison chart. Something that matches the goal of the page they’re on.
For example, people who are on your services page, looking at your services and pricing, are much further down the buyer journey than a blog reader. These people are almost ready to hire a PT. That’s why they’re on the page.
So let’s assume they’ve signed up for a case study: How We Helped Jane Lose 12lb in 8 Weeks.
What next?
The goal here is obviously to nurture the subscriber in to becoming a client. But more specifically, we want them to reply to an email, get in touch with questions, set up a call or claim a free strategy session.
In other words, we want them to take a next step and that next step needs to fit in with your business.
The following is a 5 step email series used by marketing experts the world over. It's basic but does the job and is the perfect starting point if you need a quick email sequence.
Email 1 - Introductions
As you already know, first interactions are everything in business. This is true for email too. If a client opens up your first email, your emails won’t get marked as spam and the client is more likely to receive the rest of your email series.
So the first step is getting the subject line, right. Name it something that’s related to what they have signed up for. Something along the lines of “Re: Your Free Fat Loss eBook”. This will let the customer know that important information is enclosed and they’ll be more inclined to open it.
Use the first email as an opportunity to build trust and interest. The main focus should be highlighting the benefits of them being on your list, while introducing a more human side. After all, clients need to feel connected to their chosen PT.
Here's a template to get you started:
For example, people who are on your services page, looking at your services and pricing, are much further down the buyer journey than a blog reader. These people are almost ready to hire a PT. That’s why they’re on the page.
So let’s assume they’ve signed up for a case study: How We Helped Jane Lose 12lb in 8 Weeks.
What next?
The goal here is obviously to nurture the subscriber in to becoming a client. But more specifically, we want them to reply to an email, get in touch with questions, set up a call or claim a free strategy session.
In other words, we want them to take a next step and that next step needs to fit in with your business.
The following is a 5 step email series used by marketing experts the world over. It's basic but does the job and is the perfect starting point if you need a quick email sequence.
Email 1 - Introductions
As you already know, first interactions are everything in business. This is true for email too. If a client opens up your first email, your emails won’t get marked as spam and the client is more likely to receive the rest of your email series.
So the first step is getting the subject line, right. Name it something that’s related to what they have signed up for. Something along the lines of “Re: Your Free Fat Loss eBook”. This will let the customer know that important information is enclosed and they’ll be more inclined to open it.
Use the first email as an opportunity to build trust and interest. The main focus should be highlighting the benefits of them being on your list, while introducing a more human side. After all, clients need to feel connected to their chosen PT.
Here's a template to get you started:
Subject: Re: Your Free [PRODUCT/EBOOK]
Hey [FIRST NAME],
Thanks for downloading [PRODUCT/EBOOK]. By now, you should have been directed to the download page but if you missed it, here it is again:
[LINK TO DOWNLOAD PAGE]
Here at [YOUR COMPANY] we provide premium [YOUR SERVICE] to [YOUR NICHE] and we're on a mission to help 10,000 people just like you.
With that said, if you have any questions at all, feel free to answer this email.
In the meantime, I'll be in touch with some more useful tips and tricks to help you get to [GOAL].
All the best and thanks again for joining us,
[YOUR NAME]
[YOUR COMPANY]
Email 2 - Tell a Story
The importance of the company-client bond is crucial in the PT game. Seeing that you care can have a huge impact on their decision. More importantly, though, they need to see that you can bring positive results. Email two is where to show it.
Use past client experiences as your selling point. Paint an image of a client that was in a similar situation to the interested client. Then show how your PT service changed their life for the better. In many cases, this will be a case of having helped a client lose weight or gain muscle to become happier. Include before and after photos, along with a testimonial.
Creating that emotional bond while strengthening the feeling that your service can help them achieve goals. In turn, this will encourage user action.
To create a strong and emotional email that grabs the readers attention use this simple template:
Subject: Meet [NAME] (Case Study)
Hey [FIRST NAME],
Today I wanted to introduce you to [NAME]. [NAME] suffered from [Describe the problem and how it affected the client on a personal and/or professional level].
When [NAME] came to us he was at rock bottom. So we [Briefly describe how you helped the client. Don't go in to too much detail just yet].
In the next email, I'm going to teach you EXACTLY how we helped [NAME] accomplish [GOALS].
Until next time,
[YOUR NAME]
Email 3 - Give Value
Your potential clients can now see that you are a PT who cares. They also have proof that your work is capable of turning their life around. But as with any service, they need to feel that they’re getting the best value possible.
Link email number three to the previous message by continuing from where you left off. Then use the opportunity to smoothly transfer into solving another problem for them. Clients need to know that the service is about them, and showing that you can solve their problems here is a must.
Ultimately, this email is about cranking up their desire. Many potential clients will be hesitant before starting a personal fitness journey. Make them want it.
Subject: How to [SOLVE PROBLEM] (Step by Step)
Hey [FIRST NAME],
In the last email you met [NAME]. [NAME] was suffering with [PROBLEM].
[Go in to minor detail about the problem again].
Here's how we helped:
[STEP 1
STEP 2
STEP 3
STEP 4
STEP 5]
That's it!
Not as complicated as you might think, right?
If you're curious about how to get started with [YOUR SERVICE] you can check out our services page here:
[LINK TO SERVICES PAGE]
Until next time,
[YOUR NAME]
Bonus Tip: Install a Facebook retargeting pixel on the services page to create an audience of people who have clicked on and viewed that page. These people are warm leads and more ready to buy than any one else.
Email 4 - Statistics & Numbers
Gaining an emotional bond is one thing, but potential customers need to know that they are making the right choice. Offering facts and figures can be key to providing those assurances.
Your statistics and research shouldn’t only underline the benefits of working with you. They should also underline the negative impact of not acting. When dealing with potential PT clients, that means highlighting why getting in shape is a must.
Once again, testimonials can have a telling impact. After all, recommendations are still the most powerful influencer in any marketing campaign.
Here's an example email you can use:
Subject: All of these people can't be wrong!
Hey [FIRST NAME],
Now that you've learned a little bit about how we help our clients and the simple steps we use to get them to their goals, I wanted to show you some amazing results we've accomplished with our clients:
[IMAGES & TESTIMONIALS]
Most of our clients come to us because they need somebody to be accountable to.
They need to know that rather than investing their money in gym membership and struggling to turn up, they'll have a qualified and experienced friend to look after the exercise and nutrition aspects of their life that they just don't have time for.
If this sounds like you, I'd love to talk! Just hit reply.
Until next time,
[YOUR NAME]
Email 5 - Scarcity
By now, the reader is either interested or they're not. However, they have no incentive to act immediately. This allows them to keep doing what they’ve always done, putting it off until tomorrow. Ultimately, this prevents you from making money and stops them from achieving their fitness goals.
The final step of the email chain is to encourage quick action. The longer they hesitate, the less likely they are to sign up for the service. Therefore, giving them a time sensitive offer is vital. This could mean offering a special discount, a free trial, or an upgraded service. Either way, setting a limit forces them to make a decision one way or the other. In the long-term, this is guaranteed to work in your favour.
Be sure to be very open and honest about your time sensitive offer and make it clear that the reader does have a choice. Being pushed in to a corner is no way to do sales and certainly no way to start a long term relationship with your client.
Here's how it might look:
Subject: [YOUR OFFER]
Hey [FIRST NAME],
If you've been thinking about working with us to achieve [THEIR GOAL] then I have some great news for you.
[YOUR OFFER]
But wait, we're looking for action takers so this offer is only valid until [24 HOURS/48 HOURS].
To redeem this offer, simply reply to this email with "I'm In!" and I'll get straight back to you.
If you're not ready to commit yet, that's cool too. We don't do hard sales and our commitment to your success is paramount!
I hope to hear from you,
[YOUR NAME]
Email 6 (BONUS EMAIL) – Follow Up
You can send a sixth email to remind them that their offer is to expire. For example, if you offered a 48-hour window, messaging 24 hours later can give them that final push in the right direction.
Email Timing
Timing is everything in business. The actual process of linking your email system to the web sign-up will depend on the provider you’ve chosen. However, the blueprint for sending emails at the right time is consistent throughout.
The key is to strike a balance between staying fresh in their minds, and not pestering them. Too many emails can be annoying while too few won’t gain the desired response. The first email should come immediately after their confirmation, as you need to gain interaction immediately.
After that, each of the following emails should be scheduled according to the level of commitment.
For example, if the commitment is $10,000 then that's not an impulse buy and people might need a lot of nurturing to make the decision. If the commitment is $500, it's still not an impulse buy but it's small enough that the potential client needs a push.
The trick is to ensure that you aren't bombarding their inbox to the point of becoming an internet pirate. Meanwhile, sending often enough to keep them reading more. Obviously, if you do go for a secondary scarcity email, you’ll need to time this so that there’s still enough time for the user to capitalize. After all, not everyone will open their messages straight away.
This should build momentum and ultimately lead to the sale.
The key is to strike a balance between staying fresh in their minds, and not pestering them. Too many emails can be annoying while too few won’t gain the desired response. The first email should come immediately after their confirmation, as you need to gain interaction immediately.
After that, each of the following emails should be scheduled according to the level of commitment.
For example, if the commitment is $10,000 then that's not an impulse buy and people might need a lot of nurturing to make the decision. If the commitment is $500, it's still not an impulse buy but it's small enough that the potential client needs a push.
The trick is to ensure that you aren't bombarding their inbox to the point of becoming an internet pirate. Meanwhile, sending often enough to keep them reading more. Obviously, if you do go for a secondary scarcity email, you’ll need to time this so that there’s still enough time for the user to capitalize. After all, not everyone will open their messages straight away.
This should build momentum and ultimately lead to the sale.
