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It’s All In The Follow Up

Since most buyers don’t buy on their first visit, it is in your best interest to capture their email address using an attractive lead magnet and use a pixel to be able to show your online ads to them in the future. Now that they’ve visited your site, it’s time to stay in front of your prospective buyers so that they come back to buy.

Follow-up campaigns can be overwhelming and staring at a blank screen and wondering what to write can cause you not to send them. Here are a few tips on what to write and how to format the emails to get them opened.

Start with a 6-email campaign that introduces you, your company, and your offers to your potential customers. It’s not a buy-now type of email but more of a story to get them attracted to you so that they engage. Do this in a quick daily campaign for these first 6 emails.

  1. Who are you – build an emotional connection to where they are right now & you

  2. Where did you come from – show your offer’s origin story, your catalyst for doing this

  3. What do you do – what problems, solutions, and how your way to approach it

  4. How did you gain your expertise – share story-driven case studies, your first client, and share the results

  5. Who do you do this for – who are your dream customers

  6. How can you do it for me – make a special today-only type of offer

Make your call to action at the end of each email with an offer to move them forward on their own buyer’s journey. Ask for a reply by answering a question, try an activity, and send the results. The purpose is to double benefit, they engage with your emails which improves your email creditability with the servers and it helps to deepen your relationship with your prospective customers. Remember your offers are NOT always to buy, but to move them along their journey and to get engagement. Yes, still make your offer to buy occasionally. Try offering educational events as a great way to get them to get involved with you.

Styling tips for your emails. Make your emails short. No more than a 1-minute read. Today’s readers want to scan your email so make sure your content is also complete in a scannable manner. Bullet points are great and use lots of white space in between sentences and points so that it is easy on the reader's eyes. Be very concise and avoid the fluff, unlike in this blog. Haha.

Make it easy on yourself and automate your emails. Use software that can do it automatically once someone visits your site. Once the first 6 emails are sent, the prospect moves into a weekly email notification. That means you only write 1 email per week and broadcast it to your list to keep them engaged. These can be written in batches or 1 at a time. Keep them light and valuable to your audience. Changing the style and topics each week. One can be a story, and one can be a tip. Another can be best practice or a case study. Remember to always make some sort of offer at the end of each email.

Your follow-up can dramatically increase sales with the 97% of site visitors that didn’t buy. Don’t throw away the chance to engage them when they are in their search and learning phase. When you do, you’ll get a lot more customers coming back to you when they are ready to buy.

Marcia Riner is a business growth strategist. Small Business Owners come to Marcia looking to 2X - 3X their revenue and profitability without spending an additional dollar on marketing or advertising. In fact, she is able to show prospective clients a clear ROI to working with her before they decide to hire her. Don't believe it? Let her prove it to you in just a few minutes.

Marcia hosts a weekly podcast with videos on YouTube @ and audio @ She is constantly sharing business growth tips on all of her social channels @marciariner

Marcia has created an incredible FREE webinar that will show you how you can boost your net profit by 45% in just 30 days. Go check it out while you can @


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