Despite decades in sales & marketing including nine years doing Internet marketing with sporadic emails, I have only once before done an email campaign for my opt-in bonus, 9 Steps to Finding Prospects Who Want What You Provide, on AberleEnterprises.com. That one was only nine emails long. It just seemed like too much work to take the time to actually plan a campaign.
Ironically, I had heard from experienced, successful Internet marketers how important planning your campaign is. When I finally decided to create a schedule for an autoresponder sequence, I found that it was a great idea for a couple of reasons. By the way, MailChimp calls this an automation workflow when you set it up go out to your email list in a batch, typically so many days since they signed up or days since the last email.
Advantages of Having a Planned Email Sequence
- It Gives You Something to Start Writing About
As any writer knows, there is always the potential for writer’s block, that feeling of nothing coming through.
- It Narrows Down What to Write About
I finally realized that writer’s block can come from another direction. It can come from so much to write about and so much to do that your brain freezes. It’s an experience of overwhelm. Where do you start? What’s most important? By mapping it out, you know what to start with today.
- Puts Your Thoughts into Logical Order
The schedule also enables you to have some sort of that makes it easier for people to learn and understand. One thing builds on one another this way.
How to Create Your Autoresponder Sequence
The first thing I did was draw out the marketing flow using DIA, a free diagram editor, at https://wiki.gnome.org/Apps/Dia/Download. This way I could visually see the connections and how they relate to my objective. One piece of excellent advice is to know what the outcome is that you want to achieve. (See the image of the flowchart above.)
Then because I work best with lists and checklists I wrote out each topic in more detail using Microsoft Word. I found as I worked that I came up with new topics I wanted to insert which meant that I needed to renumber my list in Word so then I took the list to Excel because it is easier to renumber since I put the “Autoresponder #” in the first column and the “Email Topic” in the second column. Whenever I want to insert a new topic into the email sequence, I only insert under the “Email Topic” column which moves the other topics down.
Note how you can color the section that you have completed. You could add other columns too, like a column for date completed.
There are several advantages to having a plan for your email campaign. You can overcome writer’s block by knowing in advance what you want to write about next. It also narrows down the topics, which makes you more efficient and prevents overwhelm. The third important reason is that it enables you to have a more logical flow of topics so that it is easier for your readers to grasp because the topics build on each other.
Writing to empower relationships,
John R. Aberle, Scriberle
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