BEST OF: 4 Types of Email Sequences to Increase Sales

BEST OF: 4 Types of Email Sequences to Increase Sales

BEST OF: 4 Types of Email Sequences to Increase Sales

If you want to increase sales for your coaching business, there are 4 types of email sequences you want to include.

We’re bringing back a popular episode that walks you through what they are and how to use them effectively.

You’ll discover:

  • 4 types of email sequences that have been proven to increase program sales
  • How many emails should be included in each email sequence for maximum impact
  • Why including these email sequences 30-60 days prior to your launch will improve your conversion rate
  • Our #1 recommendation to build momentum and excitement for your upcoming sales, (leading to more people enrolling as soon as the doors open)

Tune in to find out how to use email sequences to build momentum, warm up and nurture your audience and make sales.

Knowing how to write an email sequence that actually gets results can feel a little tricky the first few times you write them. Most of us don’t start our online businesses with copywriting experience so we’ll be sharing what each sequence’s purpose is and how many emails we recommend for that sequence.

Okay, let’s dive into the 4 types of email sequences to increase sales.

1. PRE-LAUNCH EMAILS: add value, build authority

In the timeframe of 1-2 months before your launch campaign, we recommend warming up your followers with program specific emails that let them know that something is coming and educates them on the things they need to know to make a purchase decision when the time comes. These emails should nurture your audience and establish your authority by sharing value-adding content with your email list. Be sure to leverage any podcasts, posts or videos you’ve made to share exclusive insights, mindsets or strategies that prove you know how to help solve your ideal client’s problem.

These emails should be sent once per week 4-8 weeks prior to your official launch dates. We call this your Pre-Launch Runway. These emails would be in addition to any regularly scheduled emails that you have going out.

If you want to learn more about how to design a pre-launch runway be sure to listen to episode 172 of The Wellness Business Podcast. It’s called: A Simple and Free Strategy to Increase Interest in Your Programs

2. WAITLIST EMAILS: build momentum, warm your audience

One of the best ways to create momentum and excitement for your upcoming program launch is to create a waitlist. We also recommend that you thank your early-bird audience for being the first to sign up by offering them a digital thank you gift.

That means that you’ll send your waitlist audience a special free download just for registering on your waitlist. This technique has served us very well over the years and gives our waitlist audience the feeling of exclusivity and VIP access to special opportunities that no one else gets.

When the launch gets closer you can begin to build anticipation by letting your waitlist know exactly when your offer will be live, and what bonuses they will receive if they are the first to sign up.

We’ve also given our waitlist members 24-hour advanced notice of the sale link so they can get in on any time-sensitive offers before the sale goes public.

For this email sequence there isn’t a specific number of emails. Depending on how early someone registers for the waitlist they may get as many as 5-7 emails.

3. LEAD MAGNET FOLLOW-UP EMAIL SEQUENCE EMAILS: value add for your ideal client

Any time someone signs up for one of your free downloads make sure to follow up with them with additional emails to educate them on what they need to know to make a buying decision from you. Also, let them know what dates they need to mark in their calendars and any next steps they may need to take.

Karen has a pre-written follow-up email sequence you can download to make this easy, so you don’t have to figure this one out on your own. Grab the 5 done-for-you fill-in-the-blank email templates here.

This email sequence will be different for everyone but on average, it should be 5-7 emails in length. How often you send them is up to you, so you can do daily, every other day or every 3 days.

4. OPEN CART EMAILS: make sales, enroll clients

During the open cart phase or launch phase it’s important to educate your audience as much as possible about your offer/program through testimonials, data from previous client wins, tackling objections, and any live Q&As you’ll be hosting.

This sequence of emails should create urgency by sending multiple emails on the last day of the open cart. Make sure to communicate that the doors are closing, and to address any hesitations or objections your audience may have, encouraging them to reach out to you with their doubts. On the last day we always include a “if you’re on the fence” email to give our subscribers a chance to ask questions.

The number of open cart emails depends on how long your launch campaign is. For a 5-day open cart period we would recommend 7 emails in total. One on days 1-4 and three emails on day 5.

So, there you have it – 4 types of emails sequences to increase sales.  Which ones will you try next?

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3 Steps to Turning Freebie Seekers into Paying Clients

3 Steps to Turning Freebie Seekers into Paying Clients

3 Steps to Turning Freebie Seekers into Paying Clients

As you’re growing your email list and social media followers with your free content, one of your main goals is to turn some of your subscribers into paying clients.

You may be wondering how to move people from being just a freebie seeker to becoming someone who invests in your coaching programs or other offers.

On this episode, we are covering 3 specific steps to put into place to enroll more people into your paid programs, and we’re sharing examples of each one.

STEP #1. Find out what your ideal clients want and find out what to do with the information you gather once you have it.

STEP #2. Invite people to work with you or join your group program (discover one effective ‘non salesy’ way to do this with ease).

STEP #3.  Map out a customer journey that leads potential client down the path towards becoming a client.

If you want to turn more of your followers and subscribers into clients, be sure to tune in.

Let’s dive in!

It’s important to know some stats up front, so you can set some realistic goals. I believe it was Instagram expert, Jasmine Star, who said something like 95% of your audience will only consume your free content and that’s okay. Keep showing up and be there for the people who want to hear from you because you never know when they will be ready to work with you and you also never know when someone will refer you to a friend, even if they never work with themselves.

We find this to be very true in our businesses too – most people will only consume our free content, but when you know how to drive people to your paid programs, you’ll have more of them becoming clients or enrolling in your online programs.

This exact question was posted in my Health Coach Biz Support Facebook group for my live office hours, so I gave a very detailed answer that you can watch if you are in my group.  Just go to the videos tab and you’ll see the replay from the Live office hours replay I did in April.

Here was the question:

How do you move people from “freebie seekers” to paid clients? I have both a group and a list that all came from opting into my free lead magnet. They come out in full force for free trainings, free downloads, etc. – but paid offers (even as low as the $18 offer I put out Monday) are literally crickets.

I loved this question because it gave me some good information. Her freebies are resonating with her audience since they are signing up for them so that’s great. Since the price of her offer was only $18, we can feel pretty confident that price is not the objection, so it’s something else.  It’s usually a disconnect in how the offer is worded – meaning it isn’t clear HOW it will benefit them or how it will help them get from where they are now to where they want to go – the outcome or result. If people are confused or unsure of how something will help them, they aren’t going to dig around to figure it out, so they pass on it.

It could also be that the freebie topic and title was enticing but there was somehow not a direct logical connection about how the freebie topic relates to her paid program.

This is common because we don’t come out of school knowing how to write sales copy – it’s a process and it takes time to figure out what our audience really wants and what will resonate with them enough to take action.

When people understand the benefits and it’s a solution they WANT, money becomes much less of an issue.  Saying “I can’t afford it” oftentimes means I don’t see the value, I don’t need that, or it’s not a top priority right now. People find a way to pay for things they really want.

3 Steps to Turning Freebie Seekers into Paying Clients

Let’s look at 3 steps to turning freebie seekers into paying clients.

STEP #1 – Know what your ideal clients want (their desired goal, what problem they want fixed).

This is why it’s so important to do some research to find out what specific problem people have when it comes to your niche. You want to make sure your offer directly addresses the problem, and you are using words they use to describe the problem and the solution.

When you think about your ideal client, can you make a list of 3-5 very concrete and specific challenges, issues or struggles they have that are related to your niche?   What are they saying to themselves or what are they telling their best friend?   What words and phrases are they using? Go ahead and write them down.  If you really aren’t sure, you can start out by looking at other social media accounts of similar niches to get some ideas. Look at the posts and questions you see to get some insights. Ideally, speaking to people one-on-one will give you the best information but start where you can.

If your niche is about balancing women’s hormones, your ideal clients may not be saying to themselves “I sure wish I could balance my hormones” but they might be thinking things like “These hot flashes are driving me crazy because I can’t sleep, and I can’t lose weight no matter what I try.”  Your niche could be about balancing hormones in the big picture, but make sure the wording you use is what your ideal clients are actually expressing, so they understand how you might be able to help them solve the problem.

Here is where the wording comes into play:

  1. The name of the program or paid offer (is it specific and clear who it’s for)
  2. The benefit people will receive from it – what is the promise or expected outcome they will get if they go through your program?  This will be communicated on place like your sales page, social media posts and videos.

STEP #2. Invite people to work with you. 

If you have a freebie that is growing your email list, are you inviting your new subscribers to take the next step with you?

The next step could be to book a discovery call, enroll in a program or purchase a low-priced offer such as a high-value guide, recipe bundle or something else (priced under $30).  Oftentimes, coaches aren’t presenting offers often enough and that’s a big reason for not getting clients.

One easy way to do this is to add an invitation in the P.S. of the first email in the nurture email sequence, and then sprinkle in client success stories in some of the other nurture sequence emails.

Back on episode 155, we covered The Missing Link to Turning Your Email Subscribers into Clients, and we highly recommend listening to that since we go into how to align your free offer with your paid programs, so you have more people signing up to work with you.

STEP #3.  Map out a customer journey.

A customer journey is simply how people go from finding out about you to becoming a client, so there are going to be steps for that along the way.

This is a big one. When you share content on social media, do some of your posts lead clients to the next step in the customer journey?  Before someone becomes a client, they will need to have several touchpoints with you.

Here’s just one example:

#1. They follow you on IG.

#2. They check out your bio and some of your posts.

#3.  They join your FB group.

#4. They subscribe to your podcast or YouTube channel.

#5. They get on your email list.

This example was 5 steps but one of your customer journeys may be 3 or 4, and you will likely have more than one customer journey in place.

The chances of someone booking a call or joining your program from just one post, one video or one email is incredibly small, but when people get to know you more and see you and your content in multiple formats, it’s builds trust and familiarity which is critical in the customer journey.

We did a very in-depth episode all about the customer journey on Episode 132:  Planning Your Customer Journey for Improved Client Attraction, and we’ll link to that in the show notes at wbpodcast.com/132

Let’s recap the 3 steps to turning freebie seekers into paying clients: 

STEP #1. Know what your ideal clients want, so you can communicate that you have the solution.

STEP #2. Invite people to work with you or join your group program.  Don’t be shy about it.

STEP #3.  Map out a customer journey, and keep in mind that it takes time and multiple touchpoints with you before people invest.

Remember to be patient with yourself with all of this. It takes learning a bit about marketing and then you test, tweak and fine tune as you go to see what works.  We are still testing things all the time.

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5 Types of Free Offers to Grow an Email List Full of Ideal Clients

5 Types of Free Offers to Grow an Email List Full of Ideal Clients

5 Types of Free Offers to Grow an Email List Full of Ideal Clients

If you want to build your email list, you may be wondering what type of free offer to create. Since there are many options to consider, we are narrowing it down to 5 types of freebies you can use to grow an email list full of your ideal clients.

In this episode of The Wellness Business Podcast, you’ll learn:

  • The simplest and easiest type of free offer you can create on your own
  • The best format for testing your freebie title and topic
  • The freebie option that will accelerate your email list growth the fastest

Tune in to discover which type of free offer might be best for you AND your audience right now, so you can start growing your email list now.

As you probably already know, a freebie or lead magnet is something you offer as a way to grow your email list. People sign up to receive your free, must-have valuable resource, and they typically also receive an email follow-up sequence that may lead to booking a discovery call or joining one of your paid programs.  There are all kinds of different freebies, and today we are covering 5 of the most common and most popular.    

Before you decide on the TYPE of freebie you want to create, it’s important to keep a couple of things in mind:

  1. The topic and title of your freebie are WAY more important than the format you use (a PDF guide vs. a video series for example) because your free offer should provide a small solution to a problem or struggle you know your ideal clients have. Your audience doesn’t really care how they get the solution – they want it in the easiest way possible in most cases, so keep that in mind.   
  2. Your freebie should directly relate to your paid program and what you offer. So, as you toss around ideas for what to put together, ask yourself if it ties into your coaching program in a logical and seamless way. 

Let’s dive into 5 options for your freebie, so you can decide which one is right for you at this time.   

1. PDF guide or short eBook. 

Let’s start with this option because it’s the easiest format to create. You can use canva.com for this or outsource it to a virtual assistant or find someone on Fiverr.com to do it for you inexpensively.  The goal of any free offer is to have people consume it, so they get value from it and learn a little about what you do and how you may be able to help them. You don’t want to create a free 50-page PDF guide that people likely won’t ever get through, so we recommend 3-10 pages as a range – something easy to read that gives folks a quick win. 

Starting with the simplest freebie format can be a great way to gauge interest in your offer, and then you can add more bells and whistles or tech later if you have a winner.

2. Resource list, checklist or cheat sheet. This would also be a PDF, but it’s usually shorter than a guide or eBook – sometimes just 1-2 pages long, but still high value for your audience. These can be a fun to put together, especially if you have a list of free resources you know your audience will appreciate.  If your niche is gluten free living, you can include your favorite apps, websites, places to shop, etc.  People like quick and easy, so what can you put together that would be a helpful reference? 

3. Recipes for your niche.  If your niche relates to a particular dietary style such as plant based, keto, paleo, etc. a recipe guide can be a good option. If you are trying to make changes to your diet, figuring out what to eat is a struggle for most people, so if you can make it easy for them, they will appreciate it. A free recipe guide could have 20-30 recipes in it – just enough to give people a few to try out.  You can use services like That Clean Life or Meal Garden to put together guides to use as freebies and also use them with your clients as extra goodies. This makes it easy, so you don’t have to create the recipes from scratch.

4. Workshop or video series.  Now, we are getting a little more advanced, but free workshops and/or video series can work well because people get to see you on video, and that means they get to know you and connect with you faster and on a deeper level, which tends to expedite the customer journey. 

The workshop can either be live, delivered in real time on Zoom or it can be pre-recorded.  A video series can be two or more videos and they would be pre-recorded. Both of these options involve more tech, but if you’re ready to dial things up a bit, this could be a good option to test. 

5. Virtual summits.   Taking the tech up another notch would be something like hosting and running a virtual summit. This can be an amazing way to turbo charge your email list growth quickly because you’ll have several speakers on your summit and each of them should be required to email their subscribers and spread the word on social media.  If you had 15 speakers and they each had an email list of 3,000+ people, you would have the potential to get exposure to thousands of new people in a very short period of time. People would need to enter their email address to register for the summit, so you are growing your email list. The benefit to each speaker is that they are getting in front of new people too, and they will usually be allowed to share one of their freebies too, so they can grow their email list too during the summit, so it’s a win-win for everyone. 

Which type of freebies are you most drawn to right now? Take a look at what others are doing to get some ideas and inspiration and then set a due date for when you want to have yours complete and ready to share with your audience.

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4 Types of Email Sequences to Increase Sales

4 Types of Email Sequences to Increase Sales

4 Types of Email Sequences to Increase Sales

Did you know there are different types of email sequences you can use to increase sales and boost client enrollment in your programs?

On today’s episode, we’re covering 4 different types of email sequences you can use as part of your marketing strategy for better results.

  1. Pre-launch emails
  2. Waitlist emails
  3. Nurture sequences
  4. Open cart emails

Knowing how to create email sequences or campaigns that actually get results can feel a little tricky the first few times you write them. Most of us don’t start our online businesses with copywriting experience so we’ll be sharing what each sequence’s purpose is and how many emails we recommend for that sequence.

Here are the 4 types of email sequences to increase sales. Be sure to tune into the podcast episode for more details and examples.

1) PRE-LAUNCH EMAILS: add value, build authority

In the timeframe of 1-2 months before your launch campaign, we recommend warming up your followers with program specific content that let them know that something is coming and educates them on the things they need to know to make a purchase decision when the time comes. These emails should nurture your audience and establish your authority by sharing tips, strategies, case studies, busting myths, etc. to help educate and inform. Be sure to leverage any podcasts, blog posts or videos you’ve made to share exclusive insights and/or mindset shifts that showcase you know how to help solve your ideal client’s problem.

These emails should be sent once per week, 4-8 weeks prior to your official launch dates. We call this your Pre-Launch Runway.

If you want to learn more about how to design a pre-launch runway be sure to listen to episode 172 of The Wellness Business Podcast. It’s called: A Simple and Free Strategy to Increase Interest in Your Programs

2) WAITLIST EMAILS: build momentum, warm your audience

One of the best ways to create momentum and excitement for your upcoming program launch is to create a waitlist. We also recommend that you thank your early-bird audience for being the first to sign up by offering them a digital thank you gift (this could be a PDF related to the topic/theme of your paid program). 

This means that you’ll send your waitlist audience a special free download just for registering on your waitlist. This technique has served us very well over the years and gives our waitlist audience the feeling of exclusivity and VIP access to special opportunities that no one else gets. Offering an extra free resource is optional, and something you can add down the road if you are new to all of this and may not have time to incorporate it for your upcoming promotion. 

When the launch gets closer, you can begin to build anticipation by letting your waitlist know exactly when your offer will be live, and what bonuses they will receive if they are the first to sign up.

We’ve also given our waitlist members 24-hour advanced notice of the sale link so they can get in on any time-sensitive offers before the sale goes public.

For this email sequence there isn’t a specific number of emails. Depending on how early someone registers for the waitlist they may get as many as 5-7 emails.

3) LEAD MAGNET FOLLOW-UP EMAIL SEQUENCE EMAILS: value add for your ideal client

Any time someone signs up for one of your free downloads, make sure to follow up with them with additional emails to educate them on what they need to know to make a buying decision from you. Also, let them know what dates they need to mark in their calendars and any next steps they may need to take.

The pre-written follow-up email sequence that I mentioned earlier is for this exact purpose, so you don’t have to figure this one out on your own. To save tons of time be sure to download the 5 done-for-you fill-in-the-blank email templates by going scrolling to the bottom of the show notes on this page.

This email sequence will be different for everyone but on average should be 5-7 emails in length.

4) OPEN CART EMAILS: sell, sell, sell!

During the open cart phase or launch phase, it’s important to educate your audience as much as possible about your offer/program through testimonials, data from previous client wins, tackling objections, and any live Q&As you’ll be hosting.

This sequence of emails should create urgency and you’ll also want to send 2-3 on the last day of open cart. Make sure to communicate that the doors are closing, and to address any hesitations or objections your audience may have, encouraging them to reach out to you with their doubts. On the last day we always include a “if you’re on the fence” email to give our subscribers a chance to ask questions.

The number of open cart emails depends on how long your launch campaign is. For a 5-day open cart period we would recommend 7 emails in total. One on days 1-4 and three emails on day 5.

So, there you have it – 4 different email sequences you can use to increase sales.  Start where you can and build from there over time.

Be sure to download the 5 free fill-in-the-blank email templates below.

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3 Things to Focus on Before Your Next Launch to Increase Sales

3 Things to Focus on Before Your Next Launch to Increase Sales

3 Things to Focus on Before Your Next Launch to Increase Sales

There are 3 key things to focus on before your next promotion or launch if you want to increase sales because it’s not just what you do during your promotion that will get people to take action.  The time frame before your launch or promotion is considered your pre-launch period and this is important because it’s where you can really warm up your audience and subscribers, build trust and gain interest in your upcoming offer.

On this episode, we’re covering 3 specific things to focus on before your next promotion to increase sales and enrollment in your programs.

You’ll discover:

  • How to show up consistently for your followers and subscribers to warm them up and create curiosity about your program before you launch
  • 5 ways to show up consistently (and how soon before your launch)
  • When to focus on building your email list
  • The benefits of growing your Facebook group prior to promoting your offer

The more your audience knows you, the more likely they are to invest in what you have to offer and the more they are warmed up to the topic you are talking about, the more they will be ready to sign up even before you go to promote your program.

Plan out at least 30 days for this if possible (45 days is even better, but 30 is a good place to start).

1. Show up consistently.   What 2 platforms can you go all in on?

If you’re only on one social media platform right now, start where you are.

Decide where you are going to show up to deliver value and helpful content to your audience and commit to it – at least weekly.  Pick two to start with if you are on more than one.  The goal with this is to share content that is directly related to the program you are launching while also allowing your audience to get to know you. When you do this, you are educating and inspiring your audience and your community around a certain theme or topic.

I just launched my new program called Group Accelerator and 30 or more days before I started to promote it, some of my content was about FB groups. I shared tips about running and growing groups, and our last podcast topic was about how to save time running your group. Back in January, I started a wait list for the program too, so I started planting seeds about it, so I started about 6 weeks in advance, but I tend to do more like 30 days.

One way to do this is to look at common questions you get or questions you see on social media that are related to your niche and the program you will be promoting and use that as inspiration for topics to cover.   

You can also pick topics from your program and share one quick tip about it. Another idea is to address common myths and/or misconceptions. For example, if your program is about intermittent fasting, a common misconception (or even an objection) might be that it sounds complicated and they may be worried they will feel hungry during the day. How can you bust those myths or objections and put people at ease, so they are curious and want to learn more?  You can focus on the benefits and client success stories too to mix things up.

Here are 5 simple ways you can show up consistently:

  • Livestream video – on your page, in your group. Where does it make the most sense for you to go live and how often can you do it?  The more you live video you do, the better, so decide what works for you at this time. Plan on at least once a week.
  • Stay in touch with your email subscribers weekly. You can repurpose content by using the livestream topic for your email and invite people to watch the livestream or replay. Let your subscribers know you are working something exciting for them that you will be sharing more about soon.
  • Social media – you can use a mix of static image posts, video, carousels, stories and reels. Pick 2-3 and go all in.  Not every post needs to be about your program topic, but a majority of them should be.
  • Blog posts – share your post on social media and via email. Your blog post content can be used for livestreams too, so one topic can be used in multiple ways. If you are doing weekly blog posts, each one should tie into your paid program since you will only have time for 4 of them if you have 30 days.
  • Guest opportunities for blog posts, livestreams, podcasts or in their group. This is a great way to get in front of new people, grow your audience and sometimes, also build your email list. Do as many as you can (weekly would be ideal).

Which of these 5 can you commit to doing at least 30 days before your launch?

  • Livestream video
  • Emailing your subscribers at least once a week
  • Social media posts
  • Blog Posts
  • Guest opportunities

2. Build your email list

One of the biggest indicators of the success of your promotion or launch is directly tied to the size and quality of your email list. Are you focusing on list growth before you launch and between launches? This should be an ongoing strategy each and every week.   Some people wait until right before their launch to grow their email list, but when you focus on this on an ongoing basis, you will have new subscribers each and every week, and over time, they really get to know you.   

If you want ideas on how and where to promote your freebie to grow your email list, check out episode 138 where we covered 5 FREE Ways to Promote Your Free Offer to Grow Your Email List.   

3. Grow your Facebook Group

A free Facebook group can be a great step in the customer journey because when people join your group, they see you on video, they also see you as a leader in the group and that starts to build trust right away. The people in your Facebook group get to know you pretty quickly, even more so than through email since they get to interact with you in real time.  Growing your group on a continuous basis will be a big help between launches.  Your group is also a great way to grow your email list, so the two work very well together as part of the customer journey.

For more on how to grow your email list through your group, check out episode 239 where we covered:  How to Use Your Facebook Group to Grow an Email List Full of Warm Leads

What is one thing you can start with now that will help people get to know you and feel connected to you, so when you go to invite them to your program, they know you are the right person to help them?

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