Your 90-Day Email Campaign: The Wrap-Up
Over the course of your 90-day email campaign, you have sent emails designed to:
• Tell prospects who you are and what you do
• Explain why you are different and special
• Build trust and open the door to a potential business relationship
In your final email, you’re going to leave them with something valuable and actionable: A list of tips or suggestions that will help them move forward in their business. Here are some ideas:
• An in-depth checklist
• A detailed visual or infographic that clarifies a complex process
• An “insider vault” of strategies you have developed over the years
• A word-by-word script for a common but difficult conversation
• A curated list of helpful resources
Ideally, you want to give them something truly useful—but not so valuable and complete that they no longer have any need for your services.
Wrapping up your email series in this way accomplishes a few things. You are cementing your expertise and know-how in their minds. You are establishing yourself as a trusted advisor.
You are also activating the law of reciprocity: When you give someone a gift, they are inclined to want to return the favor. In this case, the favor could be a future business relationship with you.