Challenge
Purchasing an online course or coaching program is like paying for college tuition. It’s a huge investment, which means a ton of research goes into choosing the right one. Epic Fab Girl (EFG) is a online membership community that offers courses and programs for Christian women entrepreneurs. I was tasked to create an email nurture sequence that promoted their digital marketing course while also staying true to their faith-based values.
Solution
I worked directly with the program’s coach to create a 10-email campaign. The emails focused on buyer objections, storytelling, social proof, purchase bias and A/B testing. The campaign was disbursed to virtual summit attendees.
Email nurture sequence
Cart Open — Email 1
Fast Action Bonus — Email 2
Fast Action Bonus Expiring: Email 3
Frequently Asked Questions — Email 4
Transformation — Email 5
Transformation — Email 6
Objections — Email 7
Upgrade — Email 8
FOMO — Email 9
Bring Em’ In! — Email 10
Brand archetype
Since Epic Fab Girl is a membership community, I used the Girl Next Door Brand Archetype to bring a friendly, encouraging, and helpful tone to their emails. When people read their emails, they feel:
- Welcomed.
- They have found their tribe.
- Accepted.
Credits
Copywriter: Bianca Heath
Strategist: Bianca Heath, Candace Armour
