Mindwhirl Marketing Podcast Ep 4 – Email Follow-up Sequences

Mindwhirl Marketing Podcast Email Follow up Sequences

LISTEN to the Mindwhirl Marketing Podcast Ep 4 – Email Follow-up Sequences

WATCH The Mindwhirl Marketing Podcast Ep 4

Articles and Companies Discussed in the Podcast

How to Align Sales and Marketing
Get the Client Magnet System QuickGuide
Client Magnet System Webinar

Podcast Transcript

Mike Miller  00:00

All right. Welcome to Ep #4 of the Mindwhirl Marketing podcast. I’m Mike Miller, along with my co host, Shelly Miller.

Shelly Miller  00:07

All right. Hello. Hello. Ready for number four?

Mike Miller  00:10

Absolutely. You know, we’ve been through a lot since number three. And number four we have Yeah, we’ll go into it. But Wow, a lot stuff. You can tell there’s a clue.

Shelly Miller  00:20

Yeah. A couple clues. Yeah.

Mike Miller  00:23

Exactly. So I’m really, today we have a really cool topic. We do. But it’s a we have our own spin on it. We do. Yeah. So we get to explain and teach you all there is to know really about email follow ups and email follow up sequences.

Shelly Miller  00:48

It’s an exciting topic. It is. I really like it.

Mike Miller  00:51

Yeah, it is. It’s exciting. Because there’s so much you can do with it. There is and most everyone just thinks email marketing,

Shelly Miller  01:03

they do. They do that, you know, it’s all I send an email, you know, they don’t really go through the whole list in their head of things that they can keep in contact with your customers. So a follow up sequence is a really good way to keep that ongoing relationship.

Mike Miller  01:20

Exactly. Absolutely. And so it’s all about relationships, building them and growing them and maintaining them indefinitely. So let’s start by talking about what this is. And what it isn’t perfect. Want to kick us off?

Shelly Miller  01:39

Sure, sure. So this is not about how to write the emails. Right. So we’re not gonna teach you copywriting of an email.

Mike Miller  01:47

No, this episode, there’s no way that we have time. It’s not gonna happen though. Exactly. That’s a multi episode thing anyway. And then we’re not going to teach you how to set up the email. sequence in your email service provider. Right? And it’s almost, and I’ll get into it more, but it’s almost wrong to call it an email service providers really marketing automation.

Shelly Miller  02:11

True, true. Old School term, you know, so we know ESB

Mike Miller  02:16

Yeah, exactly. It doesn’t mean extra, extra sensory perception. srss, which is

Shelly Miller  02:22

a lot better. email service provider. Yeah, I’d rather learn about extra which record whatever. Yes, exactly. Yeah.

Mike Miller  02:31

Um, and we another thing that this isn’t, is we, and really this is from you, you know, you were like, it has to be actions can’t be triggers, because you don’t know what triggers are. But actions are obvious. Right? So if you change the nomenclature,

Shelly Miller  02:54

we’re using big words.

Mike Miller  02:58

If you changed if you change The word it makes sense,

Shelly Miller  03:01

right? Well, you know, it’s like with any industry, there’s jargon. And then also it depends on how long you’ve been in that industry. And then it depends on the words that you like, you know, I mean, we’ve been in this for so long and then to keep talking about, you know, gosh, you pick the thing that you like, so GIF, GIF. Oh, gotcha. People, please don’t say Jimmy anyway. But and then also actions. It’s obviously and then actions versus triggers. It’s the same thing. I just prefer actions, actions, gives me It puts me in the right mindset to create those and think about those as I create my email campaigns, whether it be follow up framing, programming. Yeah, actions helped me to understand them better,

Mike Miller  03:45

right. Yeah, exactly. Because 98% of the actions that happen are based on actions that they took. Yes. So anyway, we’ll get into use actions, we use x Exactly. And we were also talking about the sales, I mean, the marketing side and not the sales side. Right.

Shelly Miller  04:09

Right. So while there is follow up emails for sales, obviously, we are we’re talking about the marketing side, right? Follow up today,

Mike Miller  04:19

right? Because everything we’re talking about is permission based. So this is permission based marketing. And even though you could follow up with someone on the sales side, you wouldn’t do it with your marketing automation tool. Right. I’m gonna leave it there. Okay. All right. Sounds good. Okay. So, um, the most important way, so we discussed it and we feel like the best way to explain this is to put it in context.

Shelly Miller  04:50

Definitely. We need to so that the listener can understand our process for sending out follow up emails, right, right. So let’s go Mike. Okay, down. Okay.

Mike Miller  05:03

So here’s my best shot. So when we talk about the client magnet system map, right, everything we do relates to the client magnet system. Yes. Because it’s our map, exactly. It’s all of sales and marketing combined. It’s your complete client acquisition system in a map, all in one little map. So what we’re talking about really is marketing automation. In the tools layer, on the marketing side of the map, yes. If you’re if you’re paying attention to the map, which you should get, we have a client magnet system quick guide. We have a web webinar. We have, you know, the map and several forms. So go get it so you’ll know what we’re talking about, on our website, on the blog, or on our YouTube channel. Exactly. Yeah. So Email Marketing runs through the marketing side of the business. But it’s centered in the marketing automation box in the tools layer. Yes. And the reason why we center it there is because we’re really talking about marketing automation. We’re not talking about email marketing, even though a lot of people think that email follow ups, you know, are like, what I’m trying to say is actions have to occur.

Shelly Miller  06:33


Mike Miller  06:34

And those actions are tracked with marketing automation tools.

Shelly Miller  06:39


Mike Miller  06:39

Right. That’s where there’s a difference between email marketing and marketing automation. And you’ll notice that MailChimp, for instance, is moving more towards marketing automation with their offerings, because they’re starting to do more of the the tracking and the campaigns. Yes. The sequences we call them sequences. So anyway, I want you to imagine, Jim, okay, Jim is a lead. And let’s let’s just use our business because it’s easiest, right? So Jim is a lead he comes to he sees something that we put up on Instagram or Facebook or something, right? Yes, maybe we did an ad. We could have got him several different ways. But he comes to a landing page on our website. Now he downloads he puts his first name and his email address into the form and he requests a lead magnet. Now, a lead magnet is anything in the middle of the funnel and the bottom of the funnel. So the way we separate it is top of the funnel content is ungated. You know you get that for free. You just come to the site and you look at it yes or consume it. gated content is the middle of funnel and the bottom of the funnel. So any gated content, you know, middle of the funnel bottom of the funnel like a lead magnet, a lead magnet, a guide, a white paper of webinar, special video, a course you know all kinds of different, you know 80 different kinds of lead magnets. So, whatever they sign up for, they get the lead magnet, right. So now they start what we call a framing sequence. Right. Everyone else in the industry calls it a follow up email sequence or series.

Shelly Miller  08:39

And I want to say because it’s just a blanket statement to just anytime you follow up with somebody with anything, just throw it in the follow up pile, right? That’s why it got labeled that. Yeah, but there are there are reasons why it shouldn’t just all be thrown in the follow up pile. And one is what Michaels explained to you Now,

Mike Miller  09:00

right, right, exactly. So why do we call it a framing sequence? What a framing sequences first is it’s three to five emails that follow a lead magnet. And that includes the email that gives the link to download the lead magnet. Right? So yes, the first email is Hey, thanks for requesting the lead magnet. Here’s the link. You know, we hope you find it valuable. And anything else you want to put in there? Right, right. So then you’ll have two to four more emails that come out. And those are what we call a framing sequence. And the whole reason for the framing sequence is to frame the value that your business offers. Right? Yes, the value that you offer, share your brand, your corporate feel, right and how you interact. How You engage with people maybe tell stories get personal. Yes. be funny. If you’re funny, be serious. If you’re corporate, you write whatever you decide to be. That’s where you start to frame how the lead imagines you in their mind. So it’s really brand building.

Shelly Miller  10:23

It definitely is.

Mike Miller  10:24

Right. So so it’s brand building, but on the other hand, it’s also leading to the last email. The last email is an offer. Yes, that offer can be for more information or for purchase of your products or services.

Shelly Miller  10:46

And usually, that’s around five emails for us. Yeah, we usually it’s usually a five email sequence.

Mike Miller  10:52

Yeah, exactly. We we try to do five three is minimums. Yeah. Yeah. So that offer your framing that offer, right so all the other emails lead up to the last email. And the last email has an offer. And we have framed that offer and the value you offer and your brand in the minds of the lead. That’s why we call it a framing sequence. Very nice. And it’s not really a follow up, although you could say, well, it’s a follow up to a lead magnet. You could. But for us, it’s framing or framing the impression that we want to make in the mind of the lead so that they understand our value. And if they’re a customer, right, if they’re an ideal client, you know, part of our persona, right? If their target, no, then we want them to call us if or reach out to us. If they’re not then we want them to realize Are value and maybe refer friends, but not necessarily call us in contact us, right? You know, because they’re not an ideal target. So now that you see Jim moving through the sequence, right, what happens to him next? Well, we put at the end of those five emails, which are the framing sequence, we put Jim into a programming sequence.

Shelly Miller  12:31


Mike Miller  12:32

a regular and what’s called programming because it’s regularly scheduled programming. And just like every network, television station, you know, at six o’clock, they have the same show every night, except on the weekends, right? Well, we have a vlog and a podcast every week. So you’re going to get an email announcement. You know, if you’re on our list, you’re going to get an email announcement. At least two times a week. Yeah. Right. So you’re going to get an email from us at least two times a week. Now, that’s not follow up, right? That’s programming, huh? Right, regularly scheduled programming. So that’s the that’s an important point. It is, right? Because people will be in your programming sequence. When they finish a framing sequence, they go into your programming sequence. Well, the other things that you offer in your programming sequences, so not just our vlog, right, you know, video blog, or our podcast, but also we’ve got a new lead magnet, or a new video or a new webinar, or we’re doing a live cast from wherever, right. So we want to announce those things.

Shelly Miller  13:53

Definitely. And we do and that’s, that’s why we don’t call those follow ups. Another example. Because that’s not a follow up, but it’s thrown in the follow up pile a lot,

Mike Miller  14:04

right? Yeah, that’s just the general term everyone uses. So, um, so then one. So let’s say that Jim sees one of the emails that we have for another lead magnet. Okay? And I’m trying to be specific about how I say this. So Jim is already in our list. But he goes to another lead magnet. And he downloads that lead magnet, right that we offer. He’s he goes into another framing sequence, a framing sequence designed to match the lead magnet he just picked up.

Shelly Miller  14:43

Yes, that’s different from the other framing sequence that Jim was in, when he first maybe found us or from that lead magnet he downloaded.

Mike Miller  14:52

Exactly, exactly. So now he’s in that framing sequence and at the end of it, he can He would be putting back into the programming sequence. It’s kind of like you pick them up for a minute you give them something and then you offer them product or service or additional information. And they either take it or they don’t. And either way they’re put back into the programming sequence. Yes. Right. So where are the follow ups?

Shelly Miller  15:25

Where did the Apollo spin? Exactly? Yes. Where, where’s that leads perfect intro to so now that you know what the framing sequence is, and our PR, our programming sequence, now you will see where the follow up emails go into?

Mike Miller  15:41

Yes, exactly. And the best way to explain it is to tell you the actions that they would take in order to get follow up email series, right so and a follow up email series can be two to five emails. You don’t need to go into depth, but you are still, you know, like following up with the action that they took. And it depends on the action they took as to how many emails and what you say, yeah. And we won’t get into all of that. But let’s just talk about and give it give you some examples about the different kinds of actions they can take. Perfect. So the first one is submit a form. Right? So now, and when they take actions just real fast, sorry. When they take an action, they can already be in our email list, or maybe they’re not in the email list yet.

Shelly Miller  16:40

True. That’s a good point.

Mike Miller  16:41

Yeah. So like submit form? Well, you could you obviously, when they submit the form, for the lead magnet, they’re going to get the framing sequence, but they could also submit a form on our contact page, right? Right. Mm hmm. Or some or a support form. Drew. So those are different. You know, they don’t necessarily have to be a lead or customer at that point in time. But they’ve submitted a form. And when they submit that form, they could get follow up emails, a sequence of emails based on whatever it was, you know, yeah. That helped guide them to the next step. Or maybe if it’s in the support case, it just reinforces the fact that hey, we’re on top of it,

Shelly Miller  17:29

right? Yeah.

Mike Miller  17:32

You want to go with the next kind? Sure.

Shelly Miller  17:34

Um, so I don’t

Mike Miller  17:37

open opens an email. There you go. Yeah. Hmm. So tell me about that.

Shelly Miller  17:41

So if you know you’ve sent something out and they’ve opened your email, click the link from the email that would could trigger should trigger a follow up. That’s when you should send a follow up for that because they’re obviously interested. I have more of a bita see that A b2b example. But same same deal, you know, you get an email, hey, there’s this new battery for your camera, click it, and you get it, but you don’t buy it, then you get an email follow up that says, hey, you were looking at this, would you like to, you know, so?

Mike Miller  18:16

Right. So you you either take an action or don’t take an action, right? So in this case, open an email. And think about it this way, too. We could have them open an email, we could track whether they opened an email in a framing sequence. True. You know, I mean, it’s all over the place, but the action that they could take is they opened an email,

Shelly Miller  18:39

right? And that would trigger the follow up,

Mike Miller  18:41

right? And it’s positive or negative. So they opened it or they didn’t open it. Yes. And if they and and either way we could make an email send out based on it, yes. But remember, or realize what what it says depends on where They are in the process. So it’s not like we can tell you and you’ll always say x. Right,

Shelly Miller  19:04

right. No, there isn’t. There is not an exact type that you should do there there, you still need to make sure that they’re tailored toward the action that was taken.

Mike Miller  19:14

Right. Exactly. And, and really, you could write anything as long as it’s tailored toward the action that they’re taking. Yes. And it’s going to be dynamite. It’s going to be the best you can write. The next thing is they click a link in email, which you had mentioned what you know, so they open the email, and then they click a link in an email. And then they visit a web page. Right? Yes, all three of those actions could be tracked. And, and so they could open the email but not visit the webpage. Right? Right. Right. So you could have if someone opened the email, but didn’t visit the web page, then send them an email. Yes, see, I mean, see Now you could play those actions against each other. And that is a follow up email and it could be to one to five emails. Just depends. The next one is that an event is recorded.

Shelly Miller  20:17

Yes. Right.

Mike Miller  20:18

Yeah. So that’s like videos.

Shelly Miller  20:23

They watched a video.

Mike Miller  20:25

Yeah, yeah. They watched a video

Shelly Miller  20:28

they listened to one of your, your webinars.

Mike Miller  20:32

Yeah, exactly on demand webinars. So they, it could be anything that’s not like a link click. No, but they did. They took some action that isn’t trackable any other way. You know, when they watched a video through to the end, they attended a webinar through to the end. Yeah. Stuff like that. You could also track whether they share an email forward an email or reply ply to an email. Good.

Shelly Miller  21:01


Mike Miller  21:03

And then, you know, although you could get a little creepy there,

Shelly Miller  21:06

you could, but it’s a forgotten one that works well. Yeah. So people that usually just overlook that.

Mike Miller  21:12

Exactly. And I mean, I think that you shouldn’t mention that. You, basically that you basically, hey, we saw that you forwarded that to Karen. And so

Shelly Miller  21:27

careful not to be too creepy is what you’re saying.

Mike Miller  21:29

Yeah, yeah. Just don’t even mention that. All right. So the next one is that a goal is achieved? Yes. Right. So this one’s cool, because you could say, well, I want them to click the link to the offer. You know, in my framing sequence, I gave him five emails lead him up to the offer. Did they click the link to the offer and go do it? That’s the goal. Yes, we could just set that as the goal. We can also set did they open each email, every email and again,

Shelly Miller  21:58

the secret Once Yeah, very good. Very good. Yeah. So

Mike Miller  22:02

we could we could do it that way. Um, we can do it date based?

Shelly Miller  22:07

Yes. Yeah, depending on how long they’ve been on your list, if they’ve been just the date, you know, they’ve been here for seven days. They’ve been here at the 21st day, we’re gonna do this.

Mike Miller  22:17

Yeah, we’re gonna follow up with this. And that’s good for customers, too. Yeah. So they’ve purchased and now it’s been three months. And so we’re going to do a quarterly review, you know,

Shelly Miller  22:28

reassessment review over, we’re gonna look at your analytics, we’re gonna, whatever

Mike Miller  22:34

exists follow ups. Exactly. Now RSS base, that’s the one thing that’s not really an action. Okay. Right. So RSS based is they signed up to your RSS feed at some point in time. And now when you publish content, it just it sends them an email automatically, right, and they call that a follow up email. But it’s really just an announcement from the RSS feed, right? Yeah. So and then finally, you can track if they dismiss a pop up on your website. Yes. Right. So do you want to be bothered with push notifications? No. No. And then you could send them an email? Or if you have intercom or some kind of chat feature on your website, exit out of that. Yeah. When they do, then you could send them an email.

Shelly Miller  23:25

Perfect. Yeah.

Mike Miller  23:26

So um, that really wraps up all of the different ways that you could use follow up emails, right.

Shelly Miller  23:35

And a lot of them are underutilized. So I’m hoping that this gives everybody some ideas, because when we talk to a lot of our customers, they’re not even using half of these Right,

Mike Miller  23:46

exactly. Yeah, no, most people don’t use any of them. Except submit form.

Shelly Miller  23:50

Yes. Once again, is automated anyway.

Mike Miller  23:54

Yeah, exactly. So um, you know, that’s it in a nutshell. Like we said, if you have the client magnet system map to help guide you, you’ll understand how all this works together. And and really why what’s important here is why we call it a framing sequence. What the programming sequences and then how follow up emails work with within the system. Yes, based on actions taken. Mm hmm. But in order to track the actions you have to have marketing automation.

Shelly Miller  24:28

Yes. Very good. So,

Mike Miller  24:30

huh. So that’s what we’re gonna leave it

Shelly Miller  24:32

all right. Nice, huh? Yeah. fun conversation.

Mike Miller  24:34

It was it was absolutely so we really appreciate you for joining us on the mindful marketing podcast number four.

Shelly Miller  24:42

Yes, sir. Do

Mike Miller  24:44

and we hope to see you again real soon. And remember that they can work in they get the the information or information Yeah,

Shelly Miller  24:53

so the guides and the worksheet are both in the description. Whether it doesn’t matter where you’re looking at this. You’re on our blog, you’re listening. We will have it in the description. Also, you can always find it on my world blog.

Mike Miller  25:07

Absolutely. All right, well, thanks again for listening and we’ll see you again real soon. See you

Shelly Miller  25:12

next time. Thanks again for listening to the mind bro Marketing Podcast. Make sure to subscribe to the podcast on iTunes, Google podcast Stitcher, and wherever podcasts are sold. Plus, check us out on YouTube. Grab some marketing tips and insight and subscribe to our channel while you’re there.

About Shelly Miller

Entrepreneur, marketer and social psychologist - I help you make the most of your business with marketing, online and offline.

Leave a Comment