Templates for creating super effective sales email sequences

You’ll agree with me that it takes a lot of effort to reach your target audience, earn their trust and, in the end, close a sale, right?

Well, for that to happen, your potential customers will have had to go through the different stages of a conversion funnel.

This is a long process, which we can carry out through different channels such as email marketing, and it’s in the sales stage where everything is at stake: both the resources and the time invested.

That’s why, in this article, I’m going to share some templates for creating sales email sequences that will not only help you reach your ecommerce or online business’s marketing goals, but will also help you close as many transactions as possible.

· How to plan the sending of your sales emails

To understand the role these emails play within a commercial transaction, I want to invite you to review how conversion funnels work, as well as the different needs a user has at each stage.

Thanks to automation, and different email series, we can plan our sends so users receive them at the right time.

Specifically, let’s do a quick recap of the general stages of a conversion funnel, so we can put our sales email series into context:

Attraction.

In this first stage, your customer may not even know they have a need. Therefore, your goal will be to make them aware of it through valuable content and newsletters.

Consideration.

During this stage, your potential customer already knows they have a problem and, because of that, will want to solve it by searching for alternatives. Your goal will be for them to see you as the best option, so you’ll need to earn their trust, empathize with them, and show them that you understand them.

Conversion.

At the conversion stage, your potential customer is already ready to make a decision, and for it to be favorable to your business, you’ll need to convince them that your offer is the ideal one to solve their situation.

Loyalty.

And finally, in the loyalty stage, once the purchase has been made, it’s time to show new opportunities and offers, taking care of the relationship more than ever to keep them loyal.

Remember that this funnel works 24/7. In other words, once you have your emails created and set up, your online store will be able to sell nonstop (even when you’re not around).

With that said, let’s see when the right time is to start sending sales emails.

· When to send sales email series?

From the moment a customer discovers your ecommerce until they make a purchase, several stages take place. And just like in any other decision-making process, to move from one stage to another, they need information.

At each stage, that information will be different depending on the needs of the moment. And where will they find it? That’s right, in the emails they’ll receive within your funnel.

So, to know the exact moment sales emails should be sent, we need to review all the stages of sales funnels in email marketing and types of emails:

Attraction.

Here your main goal will be to capture your target audience’s attention. To do this, you’ll apply a content strategy and different branding actions, such as having a presence on social media.

Subscription.

Once you manage to become visible to your audience and generate attraction, you need to guide them to leave their details in a form so they can enter your sales funnel.

Follow-up.

Now that they’re part of your database, it’s time to give them value, trust and confidence. You’ll achieve this through newsletters, access to downloadable content and other materials.

Sale.

All of the above will help your audience see that you’re a brand that can help them, because once they know they’re in good hands with you, that’s when it’s time to send your emails with an effective sales proposal.

► How many emails should you send?

Now you might be wondering how many emails to send to get the highest number of conversions (without leaving potential customers behind). Ideally, you shouldn’t send too few or too many.

And how many emails is that? Well, based on my experience, I’d say the optimal number is to create sequences of between 3 and 5 emails. Creating more could be excessive and annoying for those who receive them.

Below, I’ll give you more details on this topic, and later we’ll look at some templates that will help you create effective sales emails in a maximum of 5 sends. All of this always with the goal of achieving better results!

· Sales email series in just 3 sends

The first option is to send sequences of just 3 emails. For this, there are copywriting formulas that fit this structure perfectly, since they’re divided into three stages of awareness, with each email working on one of them.

These are the PAS and GLF formulas, which in copywriting we also use to write sales letters and ads. Thanks to them, we manage to create the right mental scenario in the reader’s mind to make a purchase.

► Sends using the PAS technique (Problem, Agitation, Solution)

This is the first formula you can use to create a 3-email sequence, which will help you sell your physical products (or digital products) more effectively.

The PAS formula is actually widely known among copywriting professionals, since it’s based on presenting the customer’s problem, agitating it by emphasizing its possible consequences, and showing the solution we can offer them. Here’s a quick summary:

● Problem. In the first email, you should talk about the problem your customer has and help them understand it’s something they need to solve right away.

● Agitation. Next, your goal will be to emphasize the seriousness of the issue and the possible consequences of doing nothing.

● Solution. Finally, you should present your product not just as the best option, but as THE option.

So, each of these items corresponds to one email in the sequence, and they connect with each other to help the customer make a final purchase decision.

► Sends using the GLF technique (Gain, Logic, Fear)

The second technique I wanted to show you is based on the items ‘Gain’, ‘Logic’, ‘Fear’. So, this is a formula that we can also put into practice in a sequence of 3 sales emails, which would be the following:

● Gain. This email should be more subtle, referencing some valuable content from before that was of interest to the user, and providing additional information to help them understand how they can improve even further by making a small investment.

● Logic. Next, you’ll send a second email that places special emphasis on more benefits of the offer. With this, you’ll clear up any doubt or objection.

● Fear. Finally, you’ll focus on creating urgency. In other words, you’ll give them a deadline to make the purchase decision, and tell them about the possible consequences of not taking advantage of your offer.

Urgency is one of the best-performing sales triggers. In this sequence, this element plays a very important role, especially for those users who hold out until the last stage to make their purchase decision.

· 5 Templates for sequencing your sales emails

Let’s now move on to the practical part, with some example templates you can use to create sequences of up to 5 emails (without this becoming intrusive).

To do this, and taking into account all the theory we’ve covered so far, I’m going to show you templates for creating different types of emails, which will make it much easier for you to increase your conversion rate.

This sequence follows a logical order, so when you build and set it up, stick to it so users receive each email consistently and it actually helps them make their purchase decision.

1) Agitating the problem

In this email, you’ll talk about your potential customer’s problem. You need to put it on the table, talk about it openly, and make them aware that it exists.

2) Presenting the opportunity

The second email in the sequence focuses on showing the reader why they should trust your product to solve their problem and change their current situation.

The opportunity is what a person can achieve by making a change. And that change will come from your offer.

3) Time to talk about benefits

This is the part that generates the most positive impact on your potential customers. Don’t confuse it with talking about features; instead, focus on the value users will get once they try your product.

4) Breaking down objections

Objections are the points that hold back the sale. For example, your customer thinking your offer is too expensive, not having time to try it, or needing to check with someone before buying… They all have a solution.

5) Last call

This is the time to give the final notice and create urgency. The fear of missing out on the offer pushes people to make a decision, and it also helps keep the process from dragging on and being forgotten.

· The time has come to create your sales emails!

Now that you have these 5 templates, there’s no excuse not to create the sales email sequence to give your next launch a boost.

I designed them with online business owners who sell physical products or, for example, digital products in mind (although I’m sure you could get even more out of them).

That’s why I’ve included some of the most persuasive copywriting elements in them, such as:

1. Agitating the problem.
2. Referencing pain points.
3. Benefits of the offer.
4. Results that can be achieved with it,
5. Addressing possible objections or doubts that may hold back the purchase.
6. Testimonials.
7. Urgency elements.
8. Calls to action.
9. …

That said, remember to use them as a starting point and, as you move forward and gather data on how users behave with your emails, optimize them!

The key to growth is continuous improvement, which is why my recommendation is always to measure and apply improvements after implementing. If you follow this process, you’ll move forward and your customers will feel more satisfied.

It’s time to get started! What are you waiting for to create your own sales emails and optimize your conversion funnel?