Five-Part Email Series | A specimen, for Rob
Robert Twigger is a friend of mine. He’s a prolific, award-winning author. As well as writing, he coaches other writers.
As an experiment, I wrote a five-part email series for Rob – to send, if he wished, to people who might like to know more about his coaching work.
The series is intended to provide insights and tips in each email, and to build Rob’s credibility with readers who may not know much about him yet – so that, by the time they’ve finished the fifth email, they’ll want to work with him and know what to expect.
By focusing on the reader’s needs and only gradually introducing Rob’s expertise and varied publishing experience, the series positions him as a helpful and confident writing coach.
As you’ll see, I wove through it an account of how Rob assisted one particular writer, Shaun, who went on to be very successful.
The aim was to highlight specific challenges Shaun faced and Rob’s guidance in his success.
Important note
I did this on my own initiative. Rob didn’t ask me to do this. I wrote the five-part series as a demo – to show others what I could do for them.
So: I must stress that the five-email series is a rough draft.
In order to write it, I did make use of things I found on Rob’s website. But Rob wrote nothing that you find on this page.
I told him what I was doing, of course, and sent him what I came up with, but he didn’t edit anything or even (so far as I know) read it.
“Anything that helps you bro,” was his reply.
I‘m extremely lucky to have such a friend.
You can see the five emails here, and further down the page you can see how I went about writing them.
How I Created This Five-Part Email Series
And how I can do it for others
1. Gather Raw Materials
Collect PDFs, website content, and other relevant information.
For Rob, I collected his website content, Wikipedia page, and an interview transcript.
Look for biographical information to get a sense of a person’s background and accomplishments.
Rob’s Wikipedia page provided details about his writing career, adventures, and challenges.
2. Analyse the Raw Materials
Read through the collected information and identify key aspects of work, experiences, and challenges.
In Rob’s case, I identified the genres he’s worked in, diverse subject matter, cultural adaptations, physical challenges, experimental writing, and more.
Look for specific examples, anecdotes, or stories that illustrate expertise and unique perspective.
Rob’s experiences with writing “Angry White Pyjamas,” “Big Snake,” and “Voyageur” provided valuable insights.
3. Conduct Interviews
An interview allows me to gather more specific insights and stories.
Rob provided personal anecdotes and insights into his writing process and experiences.
Use these interviews to add depth and personality to the email series.
4. Identify the Target Audience
Determine who the email series is intended for.
For Rob, the target audience was aspiring writers facing challenges like writer’s block, genre transitions, and the need for personalised guidance.
Consider the challenges, goals, and interests of this target audience.
5. Outline the Email Series
Decide on the number of emails in the series (e.g., five emails).
My outline for Rob’s series included topics like overcoming writer’s block, transitioning between genres, the importance of a writing coach, common writing mistakes, and testimonials.
Create a theme or topic for each email, focusing on the challenges and interests of the target audience.
Ensure that each email builds upon the previous one, gradually revealing more.
6. Develop a Narrative Arc
Create a storyline that runs throughout the email series.
In Rob’s series, I developed the narrative of Shaun Bythell’s journey from a non-author to a successful author, highlighting the challenges he faced and Rob’s guidance.
Use this narrative arc to engage readers and keep them interested in the series.
7. Draft the Email Content
Write each email, incorporating specific examples, anecdotes and insights.
In Rob’s series, I used his own words and experiences, such as his struggles with writing “Big Snake”, to illustrate the challenges writers face and the lessons he learned.
Ensure that each email provides valuable insights and tips for the target audience.
8. Revise and Refine
Review the email series for consistency, clarity, and engagement.
Make any necessary revisions to improve the flow and impact of the series.
Ensure that the email series effectively showcases relevant expertise.
I revised Rob’s series several times to better highlight his specific experiences, maintain a consistent narrative, and ensure that each email built on the one before.
9. Incorporate a Call-to-Action
In the final email, include a clear call-to-action, such as inviting readers to schedule a consultation with Rob.
Make it easy for readers to take the next step.
10. Get Approval
Share the draft email series for feedback and approval.
Make any necessary revisions.
11. Implement and Monitor
Set up the email series in your chosen email platform (for my own, I use ConvertKit).
Monitor the performance of the series, and make adjustments as needed.
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Appendix: Possible Further Steps
Incorporate Multimedia
Consider adding images, videos, or audio clips to the email series to make it more engaging.
Test and Optimise
Before launching the email series, send test emails to a small group of people for feedback – to optimise the email series for clarity, engagement, and impact.
Segment Your Audience
If the target audience is diverse, consider segmenting the email series based on specific interests or needs.
Tailor the content of each email series to the specific segment to increase relevance and engagement.
Collaborate with Other Experts
If appropriate, consider inviting other experts in your field to provide additional perspectives and insights to the email series, broadening the appeal of the series and providing even more value to readers.