2 kinds of automated emails

Let’s talk about how to use email.  

First, there are two kinds of emails you need to understand— as it relates to marketing. 

#1 = Broadcasts are “one-offs.”  

You generally write the message, and then schedule it  to send at some point in the future. Most weeks, I take a few hours in the morning to create all email communications for that week at one time. 

I set timers on them, and then let the automation work its magic.

#2 = Sequences are “strings of emails.”  

As opposed to the one-off broadcasts which send “one at a time,” sequences run like digital freight trains— headed towards the receiver’s inbox. Once someone enters the sequence, they’ll receive everything in the entire line at pre-determined times (unless they unsubscribe). Triggering events— such as submitting a form or making a purchase— commonly fire these sequences and set them in motion. 

Getting practical

Here are a few ways I currently use each of the above: 

📣 I send a broadcast every Monday morning, after I publish my weekly “Top 7” blog post.  This is my review of the previous week, where I highlight a few projects I’m working on, several personal reflections, and make observations about life in general. It’s my regular newsletter, of sorts, created while referencing my planner and doing my “weekly review” every weekend.

📣 Someone enters a sequence when they opt-in for the free PDF of my planner— which is something I offer in the PS of each of those broadcast emails, as well as the bottom-line CTA at the base of every blog post. That sequence includes 10-12 emails related to the Advance Planner, which sends them info about goal-setting, life-management, priorities, and other topics I teach in the Advance Planner Workshop and practically implement with that planner.

📣 I send a broadcast every Wednesday morning after my newest podcast episode goes live.  This email directs receivers to my website (primarily) as well as other platforms where they can subscribe to my weekly talks. 

📣 Someone enters a sequence when they opt-in for any “next step” that’s offered to them in the podcast. Sometimes, I direct them to a book via a “free + shipping” offer.  Other times, I refer them to  an audiobook or a course. Some of these offers are “free content” and others are “paid content.” Whatever the case, the sequences are prepared in advance, and a specific event (i.e., a purchase, submitting a form, etc.), serves as the tripwire.

📣 When someone purchases something, my software places them in a sequence that orients them to what they bought. 

Notes about purchases… 

📣  If they purchased a book, I generally send them a few pointers as to how to read that book, highlight some related content across my website, and provide some virtual coaching via the email sequence. 

📣 If they purchased a course, I provide instructions to login and review their content, address frequently asked questions (i.e., lost passwords, forgot username, etc.), and tell them how to reach me if they have additional questions. I also offer unexpected bonus value to them, as well, through this sequence.

How do you get the email addresses?

For the most part, the email addresses on your list will come from opt-in forms and checkout pages (re: purchases) throughout your website.  I currently have several free opt-ins running on my site.

An opt-in is when people exercise the option of exchanging their email address for something of value on your website— usually a PDF, a mini-course, or some form of training (i.e., the link at the bottom of this post about "how to start from scratch" is an opt-in.

Though we typically consider an opt-in as a freebie, in addition to these,  I have several paid promos running on my website that function much like opt-ins. 

Once someone provides you their contact information, it’s up to you to continue the conversation...

... which you can do using those broadcasts.

Your next step = Learn how to start from scratch

Watch the video at no charge-- instant access to a pre-recorded webinar-- and you'll learn how opt-ins fit into the bigger picture of creating a website, releasing other forms of content, and more.