So enter the “Click Sequence”.
A “Click Sequence” is a series of emails that is designed to segment the customers that would be both interested and receptive to receiving your offer at this point in time.
So let's say for instance we have a sporting goods store you sell all kinds of equipment for all sports and you are running a sale on soccer boots. Now if you were to send an email out to your whole list saying that you have a special on soccer boots, you can be just about guarantee that the great majority of people on your list would not be interested in soccer or even buying a new pair of soccer boots at this point in time.
So what we do is we create an informative and educational piece of content about all of the uses and advantages of this particulars pair of soccer boots and this is going to be the buffer between our series of sales emails and the rest of our list.
We then send what is known as a "Click Sequence" out to the entire list, this is a series of emails, I usually send them twice a day for three days and all I say in the email says something along the lines of, hey I've just created a new blog post showing you how you can get the maximum usage from your soccer boots (or whatever the topic of the content is). I never mention the sale or offer for reasons I will explain later.
Now my email auto responder system is smart enough to know if person has clicked that email to view the content and it will automatically stop sending them the rest of the emails in the click sequence so that I don't annoy them or look unprofessional by sending them more emails to do something that they have already done.
If they click on that link to go watch the educational piece of content they have behaviourally indicated to me that they are not only interested in soccer but in the advantages of the soccer boots.
At the end of the video or article I will have a call to action of something along the lines of “if you found this video helpful and you would like to get the same results from your soccer boots then we are having a sale on the soccer boot 2000 and you can buy it by clicking the link”.
Now my email auto responder system is also smart enough to know whether that person has purchased the soccer boots from the sale and if they haven't it will wait for 24 hours or whatever time I wish and then follow up with a series of reminders about the sale still being on and what they have to do to make the purchase.
So by doing things in this manner you can send far more offers to your list on a regular basis because at the end of the day if someone is not interested in that topic all they will get is a couple of email saying hi I got some really cool stuff for you if you would like to have a look, and that's not salesey or pushy and is far less likely to burn out your list then sending the same sales email to everybody.