How Follow Ups Sell More Chocolate

You might not have a follow up campaign. After all, assembling a weekly newsletter is much easier than designing an email series with evergreen value.

But follow up autoresponders are powerful. Create an initial set of valuable messages, and you’ll automatically build loyalty and interest in every new subscriber.

But what should you write about?

We have a customer who rocks follow-ups to their fullest potential. Keep reading for inspiration on how you, too, can reap the benefits of a well-designed follow-up series.

Meet Chocoley

Chocolatier Nicole Leffer knew that ongoing emails would help grow her business, Chocoley. So she and her team designed a sweet series of candy-molding lessons.

Each one has clear project instructions. And while crafters can use supplies from anywhere, the social credit the emails build (and the helpful links to product pages) make Chocoley the logical place to buy them.

How She Builds Relationships

Nicole’s writing creates a connection between her business and her readers. These quotes from her emails show you just how she does it:

Illustrates her instructions with bits of story

“When I was a kid I remember that every science fair I ever went to had at least a couple kids with projects showing the way oil and water don’t mix. It’s the same with chocolate and moisture– only it’s way worse.”


Explains the “why” (for the two-year-old in all of us)

“Dampness & condensation also results in “sugar bloom” – you’ll see grains of sugar on the surface of the chocolate.”


Thoughtfully anticipates and addresses concerns

“If you’re using a clear mold, you’ll be able to tell that the chocolate is ready when it uniformly does not look wet on the underside of the mold.”


Shares “trade secrets”

“This step is a secret I learned from a top chocolatier in Switzerland. … They swear it ensures a perfect finish on every piece of candy, and every time I’ve done it, that’s the result I’ve had.”


And does it work?

“We’ve had fantastic feedback from our customers,” Nicole says. “They love the course because it provides a real value they are looking for.”

How She Makes Sales

Yes, email marketing’s great strength is it’s potential for relationship-building. But you don’t earn dollars with hugs and high-fives alone. So Chocoley’s follow-ups:

Give subscribers a thank-you discount

“I wanted to give you a little something to say “thanks” for taking this course with me. Use the code [code] on your first order of $49.99 or more (before shipping) to save $15. ….”


Finish with purchasing as a go-do item

“P.S. If you want to find some cool molds, start here:


Show how the products make things easier

“(Remember, V125 Indulgence chocolate requires tempering, and Bada Bing Bada Boom Candy Melts does not. If you want to make molded candy with Couverture chocolate can still follow the directions below, but when we melt the chocolate you need to temper yours).”


Ask for referrals

“I hope you have enjoyed this course– I’ve definitely enjoyed teaching you! If you know other people who might be interested in learning about molding chocolate, please tell them to sign up at”


And does it work?

“The open rates have been very good,” Nicole says, “and the course has definitely led to new sales (from new customers), as well as improved our relationship with our customers.”

Design Your Own Lessons

“We wanted to find something that would really encourage people to open their email everyday (that was guaranteed to provide value, but that would also help us educate people about using our products),” says Nicole.

That may sound overwhelming, but you can manage it with these steps:

  • Start with information that someone out there is looking for, that you know well.
  • Compile everything. Make a giant list.
  • Figure out which ideas belong together and where your breaks should fall.
  • Switch and swap the order of the lessons until the flow makes sense.

“With the course laid out,” Nicole explains, “the emails almost write themselves.”

What Do You Think?

Do you have a follow-up series? If you do, what kind of value do you send?

If you don’t, what could you write about?