The single most important email you ever send to someone who has opted-in to your list is the first one. Bar None. Period.
It is almost always the one you pay the least attention to. Stop doing that!
Here are a few things to consider:
- You get ONE chance to make a first impression. (Think hard about that).
- That impression needs to be one that will make them open the NEXT email.
- The email should add value and have a mini-conversion.
- It should reflect back the fears that made them opt-in in the first place.
- It should start them thinking you know the solution
This first email is when you start working on the know, like trust factor I always harp about. In a direct manner, you have to let them know you are the person they should listen to. YOU are the one who can help them with their pain point.
That pain point is defined by the subject of the magnet they are downloading from you. Make it clear you are the one with the answers!
Then you must reinforce that with good solid value.
Provide a diagnosis of the problem and then reflect back to them what it will look like when the problem is solved. When the pains and frustrations are removed. Describe how good the “new normal” will be.
Then drop what one of my friends calls a “credibility bomb.” Social proof is a strong motivator to convince people to listen to you.
Finally, tell them what the next step is. What action should they take? It doesn’t have to be a biggie. A mini conversion to added value is perfect here.
TIP: I always say you should not be promoting your product right off the bat. And you shouldn’t. Every email cannot be primarily selling.
But making your solution available and promoting are two different animals. If someone joined your list because they are desperate for the solution you certainly don’t want them to wade through 3-7 emails before you offer an opportunity to buy.
One good way to do this during your email funnel is to use “P.S” and say something like “If you need an immediate fix to this problem try THIS.” Add a link to your sales page.