Missoula SEO Rebecca Holman

Internet Marketing Tips for Small Business – How To Set Up Soap Opera Sequences In Emails

How to Increase Email Conversions by Creating a Soap Opera Sequence

Email marketing is still one of the most effective means of connecting with your target audience. If you want your readers to respond to your call to action, you need to get them to start reading—and keep reading until they take the action you want them to. One way to accomplish that is to create a soap opera sequence.

What is a Soap Opera Sequence?

A soap opera sequence is a series of marketing emails that uses drama and suspense to hook readers and convince them to click on the call to action. Each email ends with a cliffhanger that entices readers and makes them eager to read the next installment in the series.

Also known as an SOS, the soap opera sequence consists of five emails that follow a specific formula designed to deliver results. If you do it right, the SOS can be irresistible.

Soap opera sequences work because human beings are naturally inclined to respond to stories. We learn from stories. People who make an emotional investment in a company or product are far more likely to convert than people who don’t—it’s that simple.

The Five Stages of a Soap Opera Sequence

Now let’s walk through the five emails that make up the soap opera sequence. Within this framework, you can get really creative. For example, you might share a client’s success story or talk about the big epiphany that helped you make your first million dollars.

The first email:

sets the scene. In it, you should tease the most compelling piece of information you’ll be sharing—something directly connected to your call to action. For example, you might say, “In my next email, I’ll tell you how I pulled my company back from the brink of disaster… with one simple trick.”

In the second email:

you should build suspense by introducing drama. Often, companies use the second email to offer some backstory. Continuing with our example, it might say “I had just lost my biggest client and we didn’t have the money to pay our suppliers.”

The third email:

should explain your epiphany—the thing you realized that helped you to save the day. It might read something like this. “That’s when I knew the answer—I had to revamp my website to include….”

Your fourth email:

must explain the hidden benefits of the product or service you’re selling. At this point, the reader should be almost convinced, and this is your opportunity to close the deal. You might say, “Not convinced yet? Here’s what my new product can do for you if you try it.”

The fifth and final email:

is the call to action. Of course, you’ll include a call to action in each one of the emails, but in the last one you can apply a bit of direct sales pressure and a direct appeal. Some people even decide to add a time limit: “I can only offer XYZ at this price for another few days, so take action today to claim yours!”

A lot of marketers use compelling images, videos, and an intriguing PS at the end of each email to increase the sequence’s effectiveness. While all SOS emails follow the same basic pattern, your creativity and passion can help turn yours into a success.


If you want to take your email marketing to a new level of success, then creating a soap opera sequence is one of the best ways to do it. As long as you have a dramatic and exciting story to tell, you can plan out a sequence that will boost your conversions and help your company to grow. Please click subscribe if you’d like to be notified when we release new training videos like this one.



Missoula SEO Rebecca Holman

Internet Marketing Tips for Small Business – Stay Out Of The Spam Filter

How to Make Sure Your Marketing Emails Don’t Get Marked as Spam

You’re spending good money on marketing emails, and the last thing you want is for them to end up in your subscribers’ spam folders. Yet, that’s what happens a lot of the time. The key to avoiding that outcome is to understand why emails get marked as spam and what you can do to prevent that.

Emails that find their way to the spam folder are unlikely to be read unless someone goes searching for them. That means that if your emails are there, you might as well be burning money. A plan to maximize the ROI on your email marketing campaigns must include a strategy to avoid the spam filter.

Why Do Emails Get Marked as Spam?

Emails rarely get marked as spam without a good reason—but it’s important to remember that spam filters make mistakes. They’re only as effective as they’re programmed to be, and that means that you have to be aware of the triggers that cause them to capture emails.

Emails are sometimes marked as spam because they come from shared domain names. If you’re using a Yahoo or Hotmail address as the return address on a marketing email, then there’s a good chance that it will be marked as spam.

Another common trigger is the use of overly hyped language. If your subject line and email are loaded with words like Sale, Limited Offer, Act Now, and other sales-y phrases, then the chances are quite high that a spam filter will redirect it to the recipient’s spam folder.

If a recipient doesn’t open your emails, then over time, their email provider’s spam filter may decide that they are spam even if the recipient doesn’t mark them as such. As algorithms grow increasingly sensitive, the chances increase that unopened emails may be designated as spam.

Finally, if a recipient marks an email as spam then your email will almost certainly wind up in the spam folder. You might like to think that someone who subscribed to your list wouldn’t do such a thing—but they might.

How to Improve Your Email Delivery

There are things you can do to increase the chances that your emails will reach recipients’ inboxes instead of their spam filters. First and foremost, make sure to use a double opt-in for your list. Don’t buy email addresses and require every subscriber to click an email and confirm their subscription.

The double opt-in accomplishes two things. First, it gets subscribers to look for your first email and find it if it’s in the spam folder. They can then choose the “Not Spam” option to ensure it gets delivered to their inbox. Second, it weeds out people who may have subscribed without really being interested in your products.

Next, use a dedicated domain name as your return address. As stated previously, free email providers are often used by spammers. If you pay to register a domain name, your emails are less likely to be marked as spam.

The third thing you can do is to avoid over-the-top language, particularly in your headlines. Your copy should be persuasive without hitting people over the head. A compelling headline that offers the promise of valuable information is far more likely to be opened than a direct sales pitch—and that can also address the issue of emails not being opened.


The key to ensuring that your emails reach inboxes instead of being relegated to the spam folder is to weed out people who aren’t in your target audience, use a legitimate domain name, and provide valuable content without the hype. If you do that, then you’ll increase your open rates—and your sales. Please click subscribe if you’d like to be notified when we release new training videos like this one.