What Are Core Automated Sequences & How Can They Help You To Get More Clients?
If you want to level up your email marketing, core automated sequences can be a game changer for your wellness business.
These sequences shape the journey that your new subscribers take after joining your list and crucially, they also impact the relationship you can build with them.
First up, let’s set the scene for what’s probably happening right now in your email marketing.
Here’s what most people do when a new lead joins their email list:
They send people through an automated welcome sequence that’s often only a few emails long before these new leads start getting their regular emails (which may be sent weekly or monthly, for example). Unless a new lead is red hot when they join your list, this isn’t enough nurture to get most people to sign up to work with you or even book a call.
The welcome email sequence may have started to warm up your new leads but the job isn’t done yet - far from it (and here’s why).
If this is what you’re currently doing, I’m going to introduce you to another way of building relationships with your new leads via core automated sequences that build on your welcome sequence.
How These Sequences Work
With most of my clients, I recommend having at least sales sequence as a core automated sequence. This can be a straight-up sales sequence but it often works better to sell from a different angle that feels less sales-y. This can look like changing perspective/mindset through the sequence or using content to promote your offer(s) in an authentic way.
Think of it this way.
A potential client joins your email list and goes through your welcome sequence.
But after that, they go through a series of further sequences that help them to get to know you in more depth, along with your signature offer(s), and they start to understand why they have certain problems and how that can change.
Before they ever get one of your regular emails, they’re fully warmed up on the what, the why and the how and some people will be ready to take action. For those that aren’t, you can continue to nurture with regular emails, safe in the knowledge that your new leads are nowhere near as cold as they would otherwise be.
Not every new lead will necessarily go through every core sequence you have set up. If one isn’t a good fit for them, they can skip it and only go through sequences that are relevant.
Examples of Core Automated Sequences
Content-led campaigns that offer value and sell your offer to the warmest leads
Mindset shifting campaigns
Sales campaigns
Campaigns that nurture people who are clicking links but something is holding them back from booking a call, applying to work with you or buying a course/programme
Evergreen masterclass/webinar sequences/funnels
Challenge sequences/funnels
Application sequences, especially for high-ticket offers
Enquiry sequences to reduce potential for being ghosted by new leads
Post-purchase emails
Re-engagement emails
Upsell or downsell sequences
With a combination of these sequences in place, the bulk of your email marketing can run on autopilot.
Where These Sequences Fit Into Your Email Marketing
Some of these sequences follow directly on from a welcome sequence and new subscribers will automatically go through them. Content-led, mindset-shifting and sales campaigns are prime examples here.
Others will only become relevant at certain stages of their relationship with you - after they’ve taken a step towards working together or after they’ve bought from you or worked together, for example.
What About Non-Automated Sequences?
Some core sequences won’t be automated and will be delivered ‘live’ to your current subscribers. Launch sequences, challenges and live trainings are examples of these.
Want to find out which core sequences are the best fit for your business? You can book a 15-minute chat here 0r the button below.