I admit it: I have more than 43,000 not read emails on my Gmail accounts. You are probably in a similar situation.
How does it happen? It usually starts with a free PDF offer that attracts your interest. You subscribe, get what you want, but then receive several weekly emails that you never open. You do not want to do it because, well, maybe they will offer something free again? If you use email marketing for your business, you do not want to become another ignored sender whose only success was to bring someone to download your initial gift.
Why most e-mail campaigns fail miserably
Let's be honest here – most of the campaigns by email crash and burn because they completely lack why someone has registered in the first place. According to Campaign Monitor, the opening rate of average email in industries is only 21.5%, which means that 78.5% of emails never open! It is a lot of wasted efforts. There is often a disconnection between the gift that people get and the product you want them to buy.
But why exactly do they fail? It's simple:
- The bait and switching routine: you promised value, delivered it once with your gift, then you immediately went to “buy my stuff” mode. No one likes to feel cheated.
- The syndrome “Me, me, me”: your subscribers do not care about the steps of your business or how you think your product is great. Hard, but true.
- The robotic tone: if your emails sound as if they have been written by AI without any human touch (oh, irony), people will undress faster that you cannot say “unsubscribe”.
- The inconsistency trap: you send three emails in a week, then nothing for a month, then suddenly reappears to request a sale. This is not how the relationships work.
The value-to-avant approach: to continue what led them to cling
Remember what made someone join your list first? VALUE. They wanted this free guide, this control list or a video because it promised to help them solve a problem or achieve a goal. So why stop there?
The secret sauce to convert subscribers to buyers is not complicated: continue to offer coherent value, and they will naturally want more what you offer – including your paid products.
The value messaging sequence
Instead of bombing new subscribers with sales arguments, try this value -oriented approach:
Email n ° 1: Welcome delivery + free
This is your first impression, so make it count! In addition to delivering the promised gift, use this opportunity for:
- Thank them sincerely for trusting you with their email
- Give clear instructions on how to get the most out of their gift
- Define the expectations of the value type they will receive (and how often)
- Ask a simple question to encourage an answer
For example: “What is your greatest struggle with [topic]? Press answer – I read each answer, and it helps me create content that helps you. “According to Getrespons, welcome emails have an average opening rate of 82%-it's 4 times higher than regular promotional emails! Do not waste this golden opportunity.
Email n ° 2: freebia enhancer
Here is where most email sequences go wrong – they go directly to sale after the welcome email. Instead, send something that improves the value of the gift they have just received. Have they downloaded your guide “10 cooking hacks in time”? Send them a quick video showing your favorite hack in action. Or maybe a printable cheat sheet summarizing the main points. This shows that you are serious about value, not just the capture of their email.
Email n ° 3: the real application of the world
Now is the time to show how someone else applied what you have taught in the gift and obtained results. It could be:
- A brief case study of a customer or customer
- A scenario before and after
- Your personal history of implementation
The key is to make it relatable and show proof that your methods work. According to requests from Demand Metric, case studies are considered effective by 88% of marketing specialists – they strengthen trust without feeling Salesy.
For example, if your gift concerned Instagram growth strategies, share a screenshot of someone's analysis before and after applying your advice, as well as their specific results.
Email n ° 4: The common error solver
To date, your subscribers have had time to consume your gift and implement part of what they have learned. This is the ideal moment to deal with current errors or obstacles to which they could be confronted. “After having helped more than 500 people implement the strategies of the [freebie name]I noticed three current errors that continue to arise. Here is how to avoid them … “This shows that you understand their journey and you worry about their success. It also positions you as a person who has helped many others – build your authority naturally. Educational emails have higher click rates than promotion. People want to learn, not be sold.
The value does not only come from you – it can come from the connection with others in the same trip. In this email:
- Share the content generated by the user linked to your gift
- Highlight publications on the social networks of people implementing your advice
- Invite them to join your Facebook / Community / Commentary group on a specific article.
A study by Nielsen revealed that 92% of consumers trust the recommendations of the people they know, and 70% trust the opinions of consumers published online. Showing that others appreciate your content strengthens trust by proxy.
Email n ° 6: the unexpected bonus
Surprise your subscribers with something they did not expect – an additional resource, model or tool that completes the original gift. The key is to ensure that it feels like a real gift, not a bridge pot. Untanding gifts create stronger feelings of gratitude than expectations. “I organized my content library yesterday and I made it [resource] would be super useful for all those who downloaded the [original freebie]. It's you – no attached channels. I hope it helps! “”
Email n ° 7: The problematic solution bridge
Now – and only now – is it time to present your paying product. But instead of doing your product, do it on the next logical problem that your subscriber must solve. “To date, you have probably implemented the strategies of [freebie name] and might wonder about [next logical challenge]. That's exactly why I created [product name] … “It does not look like a difficult sale because you really help them to go to the next stage of their trip.
According to Salesforce Research, it takes 6-8 keys to generate a viable sales advance – and you have now provided 7 keys filled with value.
E-mail n ° 8: the objection manager
Answer the most common reasons for people hesitate to buy your product. But instead of being defensive, understand and provide honest answers. “I noticed a lot [your audience] have a few questions before diving more deeply [product name]. I understand – here are the most common questions and my honest answers … “Being transparent on potential concerns reinforces confidence.
Measure what matters
Most people are obsessed with opening rates, but that only scrapes the surface. If you want to know if your Privo value approach works, look at these measures:
- Response rate: People respond to emails that are close to their hearts. It's gold.
- Click / opening ratio: not only the number of opening, but how many people who opened clicked.
- List of commitment segmentation: which opens and click in a consistent way vs occasionally?
- Disabilities rate by e-mail: What emails turn out of people?
- It's time to buy first: how long does your confidence construction cycle last?
Mailchimp Research shows that segmented e-mail campaigns have an opening rate of 14.31% higher than non-segmented campaigns. Use these commitment measures to segment your list and offer an even more relevant value.
How to start implementing this today
- Audit your current sequence: How many emails of value compared to the sales emails do you have? Be honest.
- Create a value bank: list all the quick advice, strategies and resources you may share that align with your gift and your product.
- Card your customer journey: What logic steps do people take from the initial offer (freebie) to the advanced solution (product)?
- Steps implementation: do not try to revise everything at a time. Start by adding value e-mails 2-3 before your sales argument.
- Test and measure: Try different value approaches and see what generates the most commitment.
Remember that the objective is not only to avoid becoming one of these 40,000 unrelated emails in someone's reception box. It is a question of building a relationship where your subscribers are looking forward to hearing you. Because let's be real – in a world where the average person receives 121 emails per day (campaign instructor), standing requires more than a simple catchy object line. It is necessary to systematically offer so much value that the opening of your emails becomes obvious.
Start with the value, continue with the value, sometimes offer paid solutions that offer even more value and look at your subscribers turn into customers who thank you for having sold them.
