Why Email Sequences Feel Disjointed
Many marketers approach email campaigns as standalone blasts. Each email gets its own focus, and the overall narrative often gets lost. This disjointed approach can confuse recipients, leading to disengagement.
Instead of treating each email as a separate entity, consider them as parts of a cohesive story. When you create a narrative arc across multiple emails, you engage your audience on a deeper level, increasing the likelihood of conversions and brand loyalty.
Defining a 6-Email Arc
A well-structured email sequence typically follows a six-part story arc:
- Setup: Introduce the main theme or problem.
- Tension: Build excitement or raise the stakes.
- Proof: Provide evidence or testimonials.
- Objection: Address potential concerns or hesitations.
- Offer: Present your solution or product.
- Decision: Encourage the recipient to take action.
This structure not only guides the reader through the sequence but also creates anticipation for what’s coming next.
Mapping Narrative Beats to Email Types
Each email in your sequence should align with one of the narrative beats. Here’s how to map them effectively:
- Email 1 – Setup: Introduce your brand and the problem it solves. Use relatable language to connect with your audience.
- Email 2 – Tension: Share a story that illustrates the problem in a compelling way. Use vivid imagery to evoke emotions.
- Email 3 – Proof: Incorporate customer testimonials, case studies, or data that supports your claims. This builds credibility.
- Email 4 – Objection: Anticipate common objections and address them directly. Offer reassurances and counterarguments.
- Email 5 – Offer: Clearly present your product or service as the solution. Highlight key features and benefits.
- Email 6 – Decision: Create urgency with a time-sensitive call to action. Encourage recipients to act now.
Visual Consistency and Variation
Visual elements play a key role in storytelling. Ensure that your emails maintain a consistent look and feel. Use similar colors, fonts, and layouts across the sequence to reinforce your brand identity.
However, within this consistency, allow for variation that reflects the narrative arc. For example, the email introducing the offer might feature bolder colors or larger images to draw attention. This balance keeps the sequence visually engaging while still feeling cohesive.
Examples of Arcs for Different Goals
Different campaigns can benefit from tailored story arcs. Here are three examples:
Onboarding Sequence
For onboarding new users, your sequence could look like this:
- Email 1: Welcome and setup.
- Email 2: Highlight common challenges new users face.
- Email 3: Share success stories from existing users.
- Email 4: Address concerns about learning curves.
- Email 5: Introduce key features and benefits.
- Email 6: Encourage users to complete their profile or take a specific action.
Launch Sequence
For a product launch:
- Email 1: Tease the upcoming launch.
- Email 2: Build excitement with sneak peeks.
- Email 3: Share testimonials from beta testers.
- Email 4: Address any doubts about the product.
- Email 5: Officially announce the launch.
- Email 6: Provide a limited-time offer to encourage purchases.
Nurture Sequence
For nurturing existing leads:
- Email 1: Reintroduce your brand.
- Email 2: Share relevant industry insights.
- Email 3: Present case studies showing your impact.
- Email 4: Address concerns about your industry.
- Email 5: Offer a free resource or trial.
- Email 6: Invite them to a webinar or consultation.
Measurement and Iteration
After deploying your email sequence, track key performance metrics like open rates, click-through rates, and conversion rates. Analyze which emails performed best and why. Use this data to iterate on future sequences.
Testing different subject lines, email copy, and calls to action can provide valuable insights. A/B testing is particularly effective in optimizing each step of your narrative arc.
Avoiding Overautomation That Kills Humanity
While automation can streamline email marketing, it’s crucial not to lose the human touch. Personalized emails that resonate with the audience are more effective than generic blasts.
Make sure your emails feel authentic. Use language that reflects your brand’s personality, and don’t shy away from storytelling elements that foster connection.
Automation should enhance your strategy, not replace the creativity and empathy that drive successful marketing.