A Soap Opera Sequence is a series of email marketing messages that tell a compelling, serialized story to engage and nurture leads.
Inspired by soap operas’ dramatic and emotional nature, this sequence aims to capture the audience’s attention through a narrative that builds suspense and encourages the reader to look forward to the next installment.
Each email in the sequence usually ends with a cliffhanger or a teaser for the following email, mirroring the episodic nature of a soap opera.
This strategy was popularized by Russell Brunson, co-founder of ClickFunnels, to build trust, establish rapport, and ultimately drive sales.1
Visual Representation:
Key Elements:
- Set the Stage: The first email introduces the story, sets the tone, and typically addresses a problem or pain point to which the reader can relate.
- High Drama: Subsequent emails dive deeper into the story, introducing complications, conflicts, or emotional peaks that resonate with readers’ experiences or desires.
- The Epiphany: One of the emails leads to a revelation or solution, often linked to the product or service being marketed. This provides a new perspective or solution to the problem presented.
- The Hidden Benefit: As the story unfolds, subtle benefits of the product or service are revealed, positioning it as a must-have solution.
- The Close: The final email in the sequence concludes the story and includes a strong, clear call to action, encouraging the reader to take the next step, whether purchasing, signing up for a webinar, or another conversion goal.2
Purpose:
The primary purpose of the soap opera sequence is to transition cold leads or new subscribers into warm prospects and, eventually, loyal customers.
This approach leverages storytelling to make the marketing message more memorable, relatable, and effective.
By weaving a narrative that resonates with subscribers, businesses can foster a deeper relationship, making it more likely for the audience to engage with the brand and take the desired action.
This strategy enhances the customer journey and increases each subscriber’s lifetime value, as subscribers are more inclined to trust and invest in a brand they feel connected to.
Benefits:
- Engagement: By taking subscribers on a journey, the soap opera sequence keeps them engaged and anticipating the next email.
- Trust Building: Sharing personal stories and experiences helps establish trust and rapport with the audience.
- Emotional Connection: The storytelling approach fosters an emotional connection with the audience, making the marketing message more impactful.
- Higher Conversion Rates: By the time subscribers reach the end of the sequence, they are more primed and ready to take action, leading to higher conversion rates.
Usage:
Soap opera sequences are commonly used in email marketing campaigns, especially in industries where building a personal connection and trust with the audience is crucial, such as online coaching, info-product marketing, and lifestyle branding.
Example:
A financial advisor could use a Soap Opera Sequence to share a client’s journey from financial struggle to stability and success.
Each email reveals a part of the story, discussing challenges, financial insights, and, ultimately, the role of the advisor’s services in transforming the client’s life.
The final email wraps up the story and invites readers to schedule a free consultation, providing a clear and compelling call to action.3
Related Terms:
References:
1. Brunson, R. (2022). Expert secrets: The underground playbook for coverting your online visitors into lifelong customers. Hay House. https://www.amazon.com/Expert-Secrets-Underground-Converting-Customers/dp/1401970605/
2. Email marketing 101: The soap sequence [2022 update]. SMA Marketing. (2023, June 23). https://www.smamarketing.net/blog/email-marketing-the-soap-sequence
3. Blankenship, M. (2022, February 1). Creating a soap opera sequence that sells [guide]. ClickFunnels. https://www.clickfunnels.com/blog/soap-opera-sequence/
