Hook your Potential Customers — The Soap opera Email Sequence
Every time I hear that email marketing is dead, I find it pretty funny. I see businesses making high profits using this channel every day. But every once in a while, I see some random person on the internet claiming that email marketing is long-gone.
Almost half the population of the world uses email. This marketing channel has the potential of bringing a staggering ROI of 4400%. Imagine that every 1$ spent would bring $42. Sounds too good to be true, right?
But in order to get to a point where you can make high returns, you need to incorporate successful strategies into this channel. I don’t want to sound harsh, but you are not going to achieve high returns if you rely on generic emails. You need to dig deeper.
To achieve that, one of the great strategies is to use the soap opera email sequence. Wait a minute! You might be thinking that we are going to talk about a TV show with high drama situations, like kidnapping someone. No, it’s not exactly that, but we will use some concepts of TV soap operas.
So what exactly is a Soap Opera Email Sequence?
It’s an effective series of 5 email messages used to “warm-up” your brand new leads and email subscribers. The credit for creating this sequence goes to Russell Brunson. Some people also call it the SOS method.
The Soap opera email sequence is a great way to tell your story and convert leads. The people who are targeted with this sequence have very little awareness of your brand. I know it’s tempting to reach out to them with a sales pitch. But don’t hurry.
Sales don’t work like this. You need to establish trust first. Without trust, they might think you are too pushy. It’s something against your long-term marketing success.
Everyone knows how a Soap Opera works, right?
People wait for Soap Operas every week. They know it’s the same story, but they still watch it. For some people, it’s very cheesy. But for the fans, it’s the ultimate form of entertainment in their stress-filled lives. They watch it with bated breath until the last few minutes end in a cliff hanger.
There’s a character whom everyone loves. He/she always saves the day, and everyone roots for them. In our case, you (the company) are that character. People will start trusting you after the email sequence is done and get ready for what you are offering.
Now let’s take a close at each email in the sequence!
Email 1: Set The Stage
Lights. Camera. Action!
What do you do when the first scene of a TV show is boring? You change the channel. That’s what most people do.
The same rule applies to the sequence. So you need to hook them in the beginning.
And you do that with the welcome email. It’s an introduction, but not a boring one.
One great way to grab their attention is to present a secret.
Let’s take the example of an SEO agency. In the introduction email, the owner can talk about their success and experience in the industry:
“I’ve worked in the SEO business for over 7 years. But the last 3 years were the real deal. Now I get 35 new clients every month. And do you want to know how I do it? I’ve got a secret, and it works. Every. Single. Time. Watch for my next email, and I’ll share it with you.”
Email 2: High Drama
They are hooked from the first email. They know they are dealing with an expert here. A professional who has 7 years of industry years, someone who has seen results. Now they want to know that secret.
They will open this 2nd email where you’ll start with a back story. You can start with how you were struggling to find a job and always had a passion for technology. But you didn’t want to work for someone else.
Wait on! People want to hear about the secret. Right?
Yes, this is where you’ll start selling. Add a postscript or a final paragraph and mention your website.
“Before I wrap up, I should share my secret with you. Visit my website, and read how I’ve helped my customers.”
Email 3: The Epiphany
You’ve reached the midpoint of our soap opera. People are engaged and dying to know the secret.
You have introduced them to your website, but above all, they know your story and have started to like you.
They want to know more about your story and how you got through all the obstructions.
It’s time to throw in the Epiphany email. This email ties right into your business. You can talk about how you struggled for months to learn SEO. There was not a single resource that could make you an expert. But you have compiled all the actionable data over the years into a single course.
Users not only understand the value of the product, but they have an emotional connection to it.
Email 4: The Hidden Benefits
People know that your course works for some people. But you need this email to hone in on your buyer persona.
They want to know if it will work for them.
Tell them how it will directly help them. Let them know it will solve their problems.
Tell them they have two routes. One is to start searching on Google about SEO. They will find many great websites that teach SEO. But if you start learning, it will take months for you to reach a point where you can call yourself someone close to an expert.
The second is the easy one. Sign up for my course and get the most actionable tips on SEO. Here, you can also talk about the added benefits, like how they’ll also get your insights on running an SEO agency.
This is the email where they’ll realize, “This is the course I needed all along.”
Go ahead and provide links for them to contact you and purchase.
Most people will take immediate action.
Be clear about your shipping costs.
Studies show that the number one reason for abandoned shopping carts is the unexpected shipping costs. Customers often complain that they find out about the shipping costs only after they proceed to checkout. If you can solve this issue, you will prevent a large number of abandoned shopping carts.
The best way to resolve this is to be clear about your shipping costs. The customer should see that your prices are mentioned. Even though you might get fewer carts, you can reduce the total number of abandoned carts. Transparency often leads to long term customer loyalty and gives you an edge over competitors.
You could also offer free shipping. Most people are looking for discounts, free deals, and other benefits. By offering free shipping, you can grab their attention when it matters most. Make sure to remind them about the free shipping just as they proceed to checkout for better results.
Email 5: The Call To Action
It’s time to wrap things up. No, it’s not the last email they will receive from you. It’s last in the soap opera email sequence.
In this email, you’ll give them a great offer. You’ll compel them to take action. Creating a sense of urgency can drive more sales.
Final Thoughts on Soap Opera Email Sequence…
It is one of the most actionable tools in email marketing. Create one soap opera for yourself and have fun.
And be sure to comment about your favorite part of this TV serial of the marketing industry!