In this podcast episode, we’re digging into the art of crafting impactful nurture email sequences. This marketing technique makes warming up your list and leading them into your paid offer feel like a natural experience for both you and the reader. Email marketing reins as one of the most effective platforms for conversions, but the secret sauce is truly understanding how to lead your readers through an experience that builds trust, keeps them engaged, and prompts them to buy. Of course, I’m not gatekeeping a thing, and I’m telling you exactly how we achieve this over here at Hirsh Marketing. This episode is like a mini masterclass and you can use all of these points to up your email marketing game.

 

I’ll be sharing:

  • My approach to keeping my audience engaged and moving through the sequence with purpose and excitement.
  • How to keep your leads hooked by telling stories and delivering value that builds trust. 
  • My super secret tactics for how you can smoothly shift from warming up your list to sealing the deal with sales-focused emails.
  • Why it’s important to be crystal clear on your messaging, and how you’ll be guiding your readers towards the action you want them to take.

 

When utilized effectively email nurture sequences have the power to maximize engagement and conversion opportunities while simultaneously helping our audience feel more connected to us. It’s truly about nurturing and taking them on a journey to experience your brand as a whole.

 

Tune in for tangible tips that will revolutionize the way you conduct your nurture sequences.

 

Like the podcast? Leave us a review on Apple or Spotify.

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

 

Hello, my friends. Welcome back to the podcast! Happy Tuesday! If you are tuning in live, we have a lot of really amazing content in the pipeline for you this month. This is my month, I guess I’m calling it like an experiment. It’s my month off. But I’m also being very intentional with that. So, it’s not like I’m on vacation the whole month. I do have 1 trip planned. We’re going to go snowboarding. But I got the message a few weeks ago or a month ago to take thirty days off and to disconnect from essentially all noise. That’s kind of the motivation behind it. So, I have had my team lock me out of my social media and I am off Slack, email, and all of the day-to-day, like our daily huddle, our team meetings, the things happening in the day-to-day of the business. Now, my direct reports obviously have a way to get a hold of me. I have text message and I have Voxer on my phone, but I told them, “Run it through on a need-to-know basis. Like, do I need to know this? Do I need to weigh in on this? Then, absolutely, contact me. But otherwise, I’m trying to separate myself from the day-to-day to get clarity because I do believe when you are, when you have as much noise as us humans have every day because of the constant stimulation of email and social media and notifications, like, we don’t have time to think.

 

And over the last several years, I’ve continued to expand the time I spend thinking and allowing myself white space and every single time I do it, I get incredible realizations and creativity and clarity. And so there’s not like one problem I’m trying to solve. I have built my company to where it is and it is capable of running without me. A lot of what I spend my time doing is because I’m just choosing to still be involved. Like, I have an entire team from sales all the way through delivery that can run without me and I have a leadership team and so, I know that and I want to explore what the next level looks like for me as well as access just a different level of creativity because I do believe as a content creator that when you turn off the noise and you stop consuming from other content creators, you tap into a different level of creativity. That’s not being influenced by others and I think this is very, very powerful. So, I’m being really intentional during this time and I have, you know, thirty-plus minutes a day of meditation that I’m going to do. I’m going to do a lot of walking, like silent walking. I’m actually doing this challenge. I’ll share with you guys and then I’ll share the takeaways after but I’m doing this challenge. There’s this book called the 12-hour walk and basically you walk for 12 hours, you walk in silence, no phone, so you’re not like listening to music or listening to an audiobook, you are in silence and you’re walking.

 

And people get these incredible ideas and just revelations which makes sense because any time I walk for like 30 minutes silently it’s an incredible experience. So you walk for 12 hours, you can take breaks. It’s not really about the fitness side of things. I think it’s more so about the mental side so I’m going to do it. I’m going to do it this month. I’m going to start kind of prepping. I mean I walk a lot but I’m start prepping by doing like an hour a day and then I’m going to do 12 hours from like 6 am to 6 pm and it’s going to be super interesting because I feel like that’s a long time to not have any other. Stimulation like you’re not talking to anybody. You’re not, you are in your head and in your body and that’s it so I will let you know how it goes. All right, with all of that aside, today’s episode is actually a more tactical strategic episode. A few weeks ago I put up a question on my Instagram that asked what you guys wanted to hear on the podcast because I’ve been batching a lot to prep for this month and a couple of the recommendations and suggestions that people wanted was to understand nurture email sequence strategies. So I decided to kind of break down my own strategy and thought process behind nurture email sequence and that’s what we’re going to talk about so first of all I would classify it. There’s a lot of different types of nurture email sequences because anytime somebody signs up for something, a PDF, a webinar, a series.

 

You can have a nurture sequence attached to that now, a live webinar or a webinar nurture sequence is going to be very, very different than when somebody downloads something like a PDF or a checklist or even a quiz. So, in this episode, I’m going to more so focus on the latter. The people downloading a PDF, a quiz, a checklist like something really simple versus a webinar. We’ll touch on the webinar and how it translates, but it’s definitely different because a webinar, you’re trying to get somebody to go watch something, whereas a PDF download, like they download it and they have it right immediately. So it’s a different experience.

 

So first of all, you’ll notice that I just use the word experience like 4 times. And if you’ve heard anything that I talk about on marketing so far, you know I look at marketing as an experience and so a nurture sequence is not any different. It’s an experience that you now get to take these leads on after they sign up for whatever it is they just signed up for. Now, the next experience they have is this nurture sequence and so if we look at it through that lens, what would we want that experience to be like? Well, number one, we want them to get value out of what they just downloaded or the quiz that they just took, the action they just took and they just said yes to.

Means they’re super interested in what you have to offer in the problems you can solve and the desires you can address. They are very interested in this and so therefore we want to make sure they get as much value and indoctrination into your brand and you and the emotional connection to you as possible. The second thing we want to do in the experience is we want to make sure they know what to do next, that they have a place to go from here. 

 

One of the biggest mistakes that I see people make with opt-ins and PDF downloads and quizzes is they just assume that everybody’s going to just consume what they just downloaded and think about that. The reality is probably less than 10 percent of the people who download a checklist or a PDF are going to consume it from beginning to end like people sign up for things. All the time with the best intentions and then don’t consume it so we can use this email sequence to help them consume it. That’s the first thing I like to do so when I plan out an email sequence I look at number one. What is the result that somebody just opted in for like what’s the promise of my lead magnet or of my quiz or of this checklist and how can I reinforce the clarity and the understanding and the value that I want to give around this result.

 

It’s really actually quite simple because if you take your lead magnet or whatever they just signed up for likely you can break this down or you already have into parts into phases into steps into like ingredients that go into you know the ultimate results that they want. That can dictate your email sequence. You’re going to regurgitate your email sequence. Not word for word I mean you’re going to regurgitate what you just downloaded. Not word for word at all. But in a way that gets them continually excited to go consume what they just downloaded while also giving value. So, let me give you a really good example of mine. So, we put out our marketing playbook every year. It’s a huge resource. It’s like a 60-page PDF. It’s our best resource that we put out all year one of and I know that the majority of people are not going to read through it all. Like they’re just not. It’s 60 pages. They’re going to skim it. They might not even open it. They might have good intentions to open it throughout the playbook is sections so there’s you know marketing predictions. There’s strategies that you should implement. There is what worked and what didn’t the year before so all we do in our nurture sequence was. This one is our longest one because the resource is so huge. All we do in our and our nurture sequence is we storytell or bring in the components from each of those sections so I have about 4 or 5 emails for each of those sections where I’m really.

 

I’m not like copy-pasting what’s in the playbook. I’m saying it in a different way in a more appropriate way for email while also teasing what’s in the Playbook. So let’s say that I have you know a marketing prediction. That’s like you’re going to need to live launch. Okay so I could talk about have an email storytelling. Why that is so important that you live launch this year and then I could say I have this other marketing prediction that is x y z go to page 22 in the PDF and go check out what it is so now I’ve provided value I have built a connection. With somebody who read that email right? and I’m building trust and they’re going. Oh she knows what she’s talking about. This is a really good point about live launching. I just got value from this email and I’m going you better. Go read what this other prediction is because I’m not telling you what it is and so now they want to go read the PDF. Instead of what most people do is they just tease the PDF they’re just like you just downloaded this here’s the link. Go check it out right? and then that some people are going to do it. Some people aren’t but I think the mistake that people make is they assume that because this resource is free. Like well why wouldn’t people click it. They only need 1 email like usually when people plan a nurture sequence like only the first email gives the resource and I’ll tell you how I integrate the offer in a second but the first thing is not making the mistake of assuming just because your resource is free, everybody’s going to go download it. 

 

Everybody’s going to go click on it, read it, consume every piece of it after just a single confirmation email. Like that’s 5%, probably, honestly, of people. The second thing I do is I use what’s called the super signature. I did not invent this; I actually can’t remember who did it. It’s like an OG marketer and what that means is below your signature, you put 1 to 3 links to where you want people to go, and it doesn’t even have to directly go with the content, but it’s just there. And so anytime that I write a nurture sequence attached to a PDF, I put the link to the actual PDF in every single email at the bottom, like below my signature. It’s not taking away from the body of the email. It’s below after it’s like, ‘Best, Emily Hirsch,’ and then below there is our super signature. The first one I usually do is a link back to what they originally downloaded, even if it’s two weeks ago because what this does is it trains people to open your emails to find the links because don’t you hate it when you sign up for something and you’re like, ‘God, what email was that? They put that link in like I can’t find it, I can’t remember the subject line. Oh, forget it, I’m just gonna move on to the next thing, right?’ But if my links are there in every single email, now I’m training people to open my email because all the links you need are in every single email, right? You can also, side note, you can also use this when you have a sequence attached when someone buys from you, like buys a course, you put the login at the bottom of every email, and then you’re training people who bought from you to open all your emails. 

 

These are just delivery emails but let’s say you have a, you know, a delivery sequence after someone buys your course to get them to consume it, go through it, make steps, you put the login at the bottom of every email to make it super easy for people to know when and where to login. The second link that I put in my super signature is typically a link to our application. So. That’s where I want people to go, like that’s the right thing for my business. For you, it might be an offer. It might be booking a call. It might be a product, wherever you want someone to go next in terms of your paid offer, you’ll put it in the second link. And so. This means even if the email is a nurture email like I’m not pitching anything about my offer, if someone reads it and goes, ‘Oh, this is so good, like I need help like this in my business.’ Well, there’s a link to the application at the bottom, right? So we usually will change up what we write there, but it’s this. It’s 1 sentence, you know, leading to the application. And then the third link, sometimes I don’t do this. It depends on the email and if it’s too much but it should be another piece of content. So usually we use my podcast.

 

And we will link to a different episode in my podcast. So. It’s like here’s more value. Basically so let’s back up and kind of recap. What I have said so far when planning a nurture sequence I would say it’s going to usually be between 8 and 12 emails. My playbook email sequence is like. 21 emails because the playbook itself is such a hefty resource that we can put it out in that long of a sequence and it’s very valuable so look at the possibility of. How could I break down what somebody just downloaded into themes or steps or sections that I could write emails around. And send them back to what they downloaded, get them intrigued by and wanting to go and consume what they downloaded or signed up for and to my next step that I want them to go whether that’s an offer, application, call, or product. Okay. Now in some cases if you have a checklist for example, like if you have a 1 page checklist it’s kind of hard to regurgitate that checklist so in those cases with clients. What I’ve done is said what is some complementary content that we could create that would be related to this checklist that would make someone want to download this checklist so this could be I think for one of our clients I planned out it was like the 5 mistakes that people make when it comes to I think this was far when it comes to like interior designing because the checklist was for that. 

 

So we actually use different types of content to write emails around the 5 mistakes and then we led each of those to the checklist. So there are some cases where the download is so simple that you can’t turn it into a bunch of content and that’s okay. Think about some complementary content that could go with that now these emails are not like essays. Okay, so choose 1 simple angle from each and and think about keeping it really simple think about what would you open? What would you open and what would you read in your inbox people. Love storytelling. People love emotion. They connect with emotion people. Love value right? So do not like I actually put this in capital letters when I wrote when I wrote the notes for this episode do not sound templated because I promise you like the second that you start sounding like a robot in your emails because they. Everyone is following the same exact format and people are going to stop opening them. They’re going to be like they’re going to tune it out because we are designed to tune out that stuff as humans like if it’s predictable. It’s the same thing every time. It’s the same format every time. It’s not valuable. It sounds like a robot wrote it. We’re not going to listen to it.

 

And we’re going to stop opening the emails so make sure that your emails don’t sound templated don’t make everyone the same exact format think of it through storytelling and what you would want to open like what would keep you intrigued if you look at your email and you’re like oh this didn’t give me any value if I opened this. And it sounds like a corporate robot like rewrite the email and 1 trick I have if you need this for writing because I actually do quite a good amount of writing if I want to I’m I’m a pretty good writer. It just takes me forever. But for me 1 thing that helps so much is I talk out loud when I write and I even do this if I’m in a coffee shop I have to read it out loud and and talk through it out loud because then I think about how I would say something to somebody and it helps me write.

 

So I have no idea if that helps you, but it really helps me. Okay, so. Nurture sequence: plan the experience based on what they just downloaded. How can you reinforce what they downloaded by doing 2 things? Teasing what they downloaded so they want to go and consume it because you will win more if the leads actually consume what they download because that builds a stronger relationship with you and therefore is highly likely to lead to a sale. Second thing is you have a place that you want to lead them, so we’ve talked about in the super signature you’re linking that place. Also, if it naturally comes up in one of your nurture emails like if you’re talking about a story of a success story as it and it’s relating to the content email but it would be very easy for you to be like if you also want results like this just click here. You can incorporate that into your copy like again, it doesn’t have to be a template this should flow. But at the end of the sequence I recommend having 4 to 5 emails that now are just sales emails like they are just focused on getting someone to the next place. 

 

So whether that’s a product, a course, a membership, a call, an application. Those emails are focused on that and so. The best way to do that is through again storytelling, testimonials, hitting on core pain and desire and those emails ideally also have some sort of urgency in them. So is there a bonus? Is there a discount? Is there something that the people who just signed up for lead generation offer and now they’re in this sequence that there is a reason for them to go take this action? There’s some sort of bonus or discount or something that’s going to disappear in a certain amount of time, that’s ideal. I mean you don’t have to do it that way but it will definitely get more people to take action. Sometimes in a lead generation sequence the next step you want someone to take is maybe go to a free webinar. That’s okay, so then those won’t be sales emails for you. Those will be webinar invitation emails so defining the experience you want people to have and then the next place you want them to go is very important because that’s your customer journey right? 

 

And so those final emails are going to lead people to that next place and then the final email I like to put in an email sequence is called a transition email and it’s basically like. You know you still haven’t bought or you still haven’t booked your call or you haven’t done this action. You know that’s fine. You may not be ready yet. However, you want to say that here’s where you can go next to make sure you’re still getting value from me. So for me I usually lead people to my podcast or I’ll say every Friday. Check your inbox and you’ll have a newsletter waiting for you that has top converting ads and a note from me something that transitions and is like okay we have now completed this customer journey like this experience and now here’s where you can continue to get support because you have not said yes to Xyz and that’s the final email that I usually put in a sequence so usually nurture emails are like 8 to 12 they should be an experience. They should lead the lead somewhere next, incorporate urgency and then at the very end transition someone wherever you want them to go usually that’s some form of like where they can find regular content from you. So your social media podcast Youtube email newsletter I’ll also note this may be helpful so we send out our emails like my podcast email my newsletter email. We have a specific tag for people in the backend.

 

Get those emails. I don’t give the leads that tag until they finish going through this sequence. So when someone came in as a playbook lead they went through this entire sequence and then after that transition email at the very end. They got the tag that meant. Okay now start sending them regular emails and I do this because I want someone coming into. You know the experience like the playbook to have an intentional experience. That’s not mixed in with my other emails like my podcast and. Friday newsletter and so I know exactly what the experience is like because they’re not mixed with my regular emails I’m sending out so that’s a strategy I’ve also done forever and highly recommend. So that’s my nurture sequence strategies I do want to just touch on Webinars for a second. So with Webinars. It’s a very very different strategy because you are trying to get someone to go watch something as fast as possible and then from there they’re in a different experience once they go watch it so with live webinars I typically do like 2 to 3 what you would call nurture emails between the time when somebody signs up and when the webinar happens. 

 

Obviously if they sign up like the day before they’re not going to get all those if any of those but if they sign up seven days before they’re going to get about 3. The purpose of those emails is get them excited for the webinar. Get them to save the date and the time get them to feel like I cannot miss this training so you’re not really, you’re not really giving I mean you’re giving value but you’re you’re more so getting someone to remember they’re like visibility emails. Let’s call them that. They are the purpose of them is save the date and time and here’s why you need to be on this webinar live and if you have like a live bonus or something mentioning that so during a live webinar That’s all we do and then we have like a 24 hour and a 1 hour reminder that the webinar happens and then we go straight into sales emails. So. It’s just a very different experience with an automated evergreen webinar I mean you’re going straight from sign up to here’s the webinar. So then you’re usually right into a sales sequence now if somebody still doesn’t buy and this is true with any sequence. Especially live or yeah evergreen webinar if someone still doesn’t buy and they go through. Let’s say you’re like 6 to 8 sales emails and they still don’t buy. That’s when maybe I’d put them in a nurture sequence that is like what I just described for the lead Gen where you break down like 4 Topics are things that you could talk about over the course of like 8 to 10 emails and you just nurture them and then maybe you send them back to your offer at the end of that I use I do teach. It’s in the back end of my essential program and our marketing content, the 90 day nurture sequence.

 

And so what that looks like is there’s like there’s multiple so they opt in they go through the initial nurture sequence whether that’s a webinar or Pdf They get your sales emails and then if they still don’t buy after that you put them in a longer term nurture sequence. That’s like. Once or twice a week emails and then you build in flash sales into that sequence I would say this is only right for maybe like a webinar. Funnel or a live launch where someone still doesn’t buy and you just want to be really intentional with like weekly nurture content to help them overcome objections and build that trust what I do like about that strategy is it. Forces people to also have when you have the flash sales in there and you’re driving people back to your offer. It’s just an automated way to do that. So like when someone joins my list and then in thirty days from now or forty five days from now I might have an automated kind of flash sale or promotion to my offer. That I don’t even have to think about like it just happens so that’s kind of taking it to the next level but figured I’d share that and those are my email sequence strategies I think the biggest thing for you guys to take away is it’s an experience. 

 

How can you create an experience and also make sure you are clear anytime you’re creating an email sequence on what the intention is of the sequence like what do you want people to do and feel in this email sequence and that will help drive your copy your topics and everything you create around it alright you guys. I will be back on Thursday. Have a beautiful rest of your day.