Email marketing is not dead and can give your business a huge boost when it comes to getting client interaction, building a community and creating a following around a specific product or service.
Andre Chaperon’s Soap Opera Sequence (SOS) emails are known to keep an audience engaged, which is what we want from our email sequence. But what is the secret to this strategy’s success?
The Soap Opera Sequence Secret
The secret is to do the opposite of what you are probably currently doing, and that is to not push out the same emails to all your subscribers. Mass broadcasts of content is not the way to attract customers to the product you are trying to promote. Generic emails have a greater chance of being overlooked and ending up in the junk or spam email folder. Only 5% of the emails you send out should be manual broadcasts. The other percent of the time automated systems should trigger SOS emails based on subscriber behavior. The result is the right email being sent to the right person at the right time. The email is 100% relevant to the subscriber
As an example, let’s take a promo that is 27 emails deep into a SOS. There is a link to an offer on the email of this particular automated email sequence. People interested in the offer will click the link, while those who aren’t interested will not. The behavior of the individual subscriber triggers an SOS for the offer. Then over the next few days more relevant and targeted emails are sent to the subscriber based on their behavior. This keeps subscribers interested in your products or services, your business, and your content. Your emails will actually be read and encourage the continued support of your business and promote subscriber engagement.
You can get this result by setting up your own SOS email with the help of the ASK Method. Here are ASK Method ideas to help you create relevant and targeted email content to keep your subscribers engaged, reading and clicking on your emails.
These ideas keep to a version of the well-known copy writing strategy AIDA (attention, interest, desire, action).
The ASK Method email ideas framework
Ideas: Will it get the reader’s attention?
Curiosity: Will it be interesting to the reader?
Story: Does it tell a story?
Benefits: How is the content useful to the reader?
Desire: How do you make your reader want to take action?
Click: Is it easy to click/sign up/ access your site or product from the email?
Places to find Content Inspiration
- Alltop.com has great headlines that can give you pointers on what kind of headlines and content you can create.
- Use current events to start a conversation and link it to your business or product. In the same way, use social media to see what is trending and make a connection.
- Use interesting stories, specifically weird history facts or legends, that will get the interest of your readers,and it allows you to end the story with a punt for your business.
- Funny and crazy stories are also a great attention grabber, especially if they are real-life stories. Be on the lookout for stories that you can lead back to your product.
- Take emails and feedback that you receive and use them for discussion, guide or FAQ based content.