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.
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:
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:
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?