Danavir has 2 go-to email marketing sequences that he LOVES:
1/ The ROI Sequence
This is a 3 part cart abandonment sequence.
Email #1: Reminder
Email #2: Objection
Email #3: Incentive
2/ The GLF Sequence
For promos.
Email #1: Gain (benefit)
Email #2: Logic (proof)
Email #3: Fear (discount)
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Here’s a text breakdown of the GLF Sequence from Danavir
[The GLF Sequence For Ecommerce Brands]
Most ecommerce brands follow the same pattern whenever they’re promoting a product…
1/ Send promo email
2/ Re-send to unopens
This is a solid strategy for your everyday promo, but what about when you need to be more aggressive?
For example, product launches.
In cases like these, one email isn’t enough. You want to send multiple emails and you want to give the FULL sales pitch so you can convert as many customers as possible.
This is why I came up with something I call “The GLF Sequence”.
It’s the EXACT 3-part email sequence I use with clients whenever we’re doing an aggressive, multi-part email promotion…
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EMAIL #1: Gain
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This email is all about what your customer “gains” from buying your product.
In other words, you don’t just want to introduce your offer. You want the email to be an exciting announcement and remind people why your product is so awesome.
Is it the world’s best tasting greens supplement?
Is your shoe made in a “luxury country” like Italy?
Is the material(s)/ingredient(s) super rare?
Whatever makes your product special, make it the focus of the email. You’ll still want to point out any other elements that help make the product worth the price, but that should only make up a small fraction of your pitch.
The important thing to remember is that you want to focus on the positioning of your product and the transformation it gives.
The goal is get people excited to buy right now.
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EMAIL #2: Logic
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“Gain” emails naturally rely on a lot of claims. The next step then is to sell to the “rational” mind.
You want to make sure you answer all of their objections so they have all the info they need to make a buying decision. You also want to make sure you give them any excuse they need to buy.
Now, the biggest objections typically are…
1/ Price
2/ Shipping
So you’ll want to make sure to answer those things up front. For example, you can trivialize the price by saying your product is worth multiple of a competitor’s product because it lasts longer. Another simpler example is just having a discount.
This a low hanging fruit.
But this should only make up a small portion of your email.
What you really want to do is to focus on proof elements…
1/ As seen on logos
2/ Customer testimonials
3/ Risk reversals
4/ Scientific studies
5/ Before/after images
6/ Comparison charts
…etc
You don’t need all them. What you need to do is to collect YOUR best proof elements and make the entire email about that. Even if all you have is a collection of customer testimonials, that’s all you really need for this email to work.
With all that said, this email is more of a set up for email #3…
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EMAIL #3: Fear
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This is the classic ecommerce email.
In this email, all you’re doing is focusing on scarcity (EX: we’re almost sold out) and/or urgency (EX: sale ends tonight!). Naturally, this will also be your shortest email.
Now, if you *really* want to be super aggressive, you can do two more things…
First, you can use more explicit language such as telling your subscribers that once your product is sold out, you won’t be back in stock for another 3 months, meaning they’ll be forced to wait before they can own your super amazing product.
The next element you can manipulate is frequency…
This basically means sending multiple emails that are counting down the time they have left to buy such as “6 hours left!” and “3 hours left”
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The Result Of The GLF Sequence
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From a birds eye view, the GLF sequence actually ends up saying what a long-form landing page would say, but in email format.
So once your subscriber goes through all 3 emails, they’re getting the entire sales pitch. And even if they miss an email, the ones they do receive will still be as persuasive as the one they missed.
Especially since most of the time, they will have been following you for a while and already understand what you sell.
Again, because of how aggressive this sequence is, make sure to pick your spots.
But once you use it, go all the way
Credit: Ryan Deiss (Invisible Selling Machine)
#ecommerce #emailmarketing #shopify #ecommercebusiness #digitalmarketing #email #emailmarketingtips #klaviyo #tutorial #copywriter #copywriting #chasedimond
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