How I build sales email campaigns

In this post I’m going to outline how I build a 12 part email sales campaign. We’ve used this format to launch software, localisation services, courses, digital products, consulting, coaching and more.

The price is irrelevant when sending these kinds of emails, as is the call to action. If you want someone to meet you in person and buy via a proposal and invoice – great. Or if you want to sell a product via a cart/checkout system, this campaign will work too.

Part 1: Set up
Part 2: Structure

Part 1: Set up.
This 12 part email campaign is designed to get people to take action. It can be used to either launch a product or sell a product that already exists.

We’ll be sending 1 email a week (at least – feel free to send more if you want) over 3 months, resulting in roughly 12-13 emails.

You’ll need a sales page like this one or this one.To be honest, it doesn’t matter too much what the page looks like. We’ve even seen some success with taking people straight to the checkout page. Although I haven’t tested it enough to prove either is better.

The objective is to sell a product and convert someone into a buyer. They could be a current customer that you’re selling a new product to. Or a prospect who is close to buying.

The purpose of some of the emails is to act as both traffic for the sales page AND sales copy. Other emails will be designed to engage the reader and ask for feedback.

Part 2: Structure
Month 1: Engage
Month 2: Nurture
Month 3: Sell

As you can see we have divided the email campaign into three parts. Engage, nurture and sell.

Each part has 4 emails. 1 per week, 4 per month. 1 month’s worth of campaigns in total.

Now, you could send more emails in a shorter time span. If you have a time sensitive offer or you’re running a sale for example. However our emails are designed to be sent as a campaign and then, automated later on.

Eventually, the nurture and sell parts of the campaign will be send on automation to new subscribers/leads etc.

Month 1: Engage
Month 1 is about engaging with the list. If you’ve rarely sent emails before or your customer doesn’t send many, this is a good place to start. Each email for the engage series asks a question. 

It doesn’t give anything, it just asks for a dialogue. Things like “what are you working on?” and “how could we make your life easier?”

We want to get replies from prospects and customers and begin warming them to the campaign.

Month 2: Nurture
The nurture part is about sending useful and new ideas to the reader to prove we know what we’re talking about. We tend to send emails with new ideas or insights. Disruptive ideas. Myths and objections that aren’t true. And what’s changing in the market.

These 4 content prompts are a great way to demonstrate your authority and begin to sell to the customer. 

Those who know my sales letter structures will see it’s just the opening part of a sales letter, spread over 4 emails. If you’ve got blog content, great. Use that content in the email. You don’t have to redirect people to your site (although as a rule we want to).

Month 3: Sell
Now we make the offer and sell the product. In this part of the campaign we send 4 emails positioning the product and answering different problems or offering different benefits. 

I still find great success with the Gain, Logic, Fear style campaign that Ryan Deiss and DigitalMarketer teach. With that format I’ll choose 2 benefits to the product, a problem and a feature.

This time, we have links to the sales page to drive as much traffic as possible to the sales pages.

Sending the emails
Hopefully you can see how a structured email campaign can drive sales and make your life so much easier. There’s no need to reinvent the wheel for the campaign. It’s the copy and micro-copy that makes the biggest difference.

If you want to see how I build $100K marketing funnels using WordPress and the kinds of launch email series’ I use, go ahead and sign up below.

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.