--- Here's a text breakdown of the GLF Sequence from Danavir
[The GLF Sequence For Ecommerce Brands]
Most ecommerce brands follow the same pattern whenever they’re promoting a product… 1/ Send promo email 2/ Re-send to unopens
This is a solid strategy for your everyday promo, but what about when you need to be more aggressive?
For example, product launches.
In cases like these, one email isn’t enough. You want to send multiple emails and you want to give the FULL sales pitch so you can convert as many customers as possible.
This is why I came up with something I call “The GLF Sequence”.
It’s the EXACT 3-part email sequence I use with clients whenever we’re doing an aggressive, multi-part email promotion…
This email is all about what your customer “gains” from buying your product.
In other words, you don’t just want to introduce your offer. You want the email to be an exciting announcement and remind people why your product is so awesome.
Is it the world’s best tasting greens supplement?
Is your shoe made in a “luxury country” like Italy?
Is the material(s)/ingredient(s) super rare?
Whatever makes your product special, make it the focus of the email. You’ll still want to point out any other elements that help make the product worth the price, but that should only make up a small fraction of your pitch.
The important thing to remember is that you want to focus on the positioning of your product and the transformation it gives.
“Gain” emails naturally rely on a lot of claims. The next step then is to sell to the “rational” mind. You want to make sure you answer all of their objections so they have all the info they need to make a buying decision. You also want to make sure you give them any excuse they need to buy.
Now, the biggest objections typically are… 1/ Price 2/ Shipping
So you’ll want to make sure to answer those things up front. For example, you can trivialize the price by saying your product is worth multiple of a competitor’s product because it lasts longer. Another simpler example is just having a discount.
This a low hanging fruit.
But this should only make up a small portion of your email.
What you really want to do is to focus on proof elements… 1/ As seen on logos 2/ Customer testimonials 3/ Risk reversals 4/ Scientific studies 5/ Before/after images 6/ Comparison charts …etc
You don’t need all them. What you need to do is to collect YOUR best proof elements and make the entire email about that. Even if all you have is a collection of customer testimonials, that’s all you really need for this email to work.
With all that said, this email is more of a set up for email #3…
In this email, all you’re doing is focusing on scarcity (EX: we’re almost sold out) and/or urgency (EX: sale ends tonight!). Naturally, this will also be your shortest email.
Now, if you *really* want to be super aggressive, you can do two more things…
First, you can use more explicit language such as telling your subscribers that once your product is sold out, you won’t be back in stock for another 3 months, meaning they’ll be forced to wait before they can own your super amazing product.
The next element you can manipulate is frequency…
This basically means sending multiple emails that are counting down the time they have left to buy such as “6 hours left!” and “3 hours left”
——— The Result Of The GLF Sequence ———
From a birds eye view, the GLF sequence actually ends up saying what a long-form landing page would say, but in email format.
So once your subscriber goes through all 3 emails, they’re getting the entire sales pitch. And even if they miss an email, the ones they do receive will still be as persuasive as the one they missed.
Especially since most of the time, they will have been following you for a while and already understand what you sell.
Again, because of how aggressive this sequence is, make sure to pick your spots.
Dan Beer outlines two high-converting email marketing sequences for e-commerce: the GLF sequence for aggressive promotions and the ROI sequence for abandonment recovery. Both strategies leverage psychological triggers—moving from desire and logic to urgency—to maximize sales and recover lost leads at the bottom of the funnel.
Hey guys, today I'm here with Dan and beer and we're gonna be talking about two
different types of email marketing sequences. So I'm really pumped.
Dan and beer. How are you? I'm doing great, man. Thanks for having me.
Dude, I'm pumped for you to be here. The stage is yours.
I cannot wait to learn from you. All right, let's just get right to it then.
So in this,
we're just going to talk about two of my favorite go-to email marketing
sequences can pretty much work for anything regardless of whatever it is you're
selling. But they're very, very, two very, very similar sequences.
And so the first one is called, you know, the GFL sequence.
It basically stands, G stands for gain,
which is the benefit type of email F I think it's actually
G L F. I messed up my own sequence. Gain, then logic and then fear.
Okay.
And this is a sequence that you primarily want to use for like multi-part
promotions. Like say, yeah, you're coming out with a new product launch.
And so you're going to send out multiple emails about that same thing.
Some brands will just send out an email and say, Hey,
we launched something and then they might resend it to people who didn't open.
I find that to not be enough because you want to give the whole pitch as much as
possible. So I always like to think of multiple part sequences.
And also it could be for anything, you know, aggressive.
Like if you want to be aggressive limited time,
and you just need to give the whole entire pitch,
this is when you would use this type of sequence. So again,
first email is called the gain email. This one is all about the benefit. Okay.
This is where you basically introduce whatever it is. The product is,
whether it's a new product, old product, whatever, it doesn't matter.
You introduce the product, maybe the offer, maybe you have a limited type offers,
whatever it is.
But the main purpose of the email is to say basically how great the product is.
Usually you focus on the benefits and the position, the position could be, uh,
maybe your product is the first product to have X, Y, and Z ingredients.
Maybe it's the only product. Maybe it's a, you know, this product was made in,
you know, in Italy or something, uh,
something that makes that product unique, uh,
different or just premium in general.
And that's what you want to really, really focus on.
You want people to read this email and say, this is a great product. It's for my,
this particular problem is exactly what I want.
It sounds freaking awesome. That's what that email is for.
So once people get that email, all right,
then what happens after that is you want to say, okay,
if they haven't bought that from that first email,
where they say that this is a group, they know this is a great product for them.
What do they need to know to then buy the product? If they didn't,
if they didn't buy from that first email and that is logic, the proof,
the rational reasoning, why they should buy.
And here is an, at this point where you just start talking about,
you still talk about the offer, Hey, get the product, whatever, 20% off,
whatever. But now you say, now you have to answer the objections. All right.
The primary objections being stuff like price,
which you can answer with a discount or trivialization, right? Kind of like, uh,
you know, if you buy this stuff,
it's like buying five of these other competitive products.
So you're actually saving money with us, right? That's one way. Uh,
you can do proof elements such as testimonials, which is my favorite,
which is usually what a lot of brands will typically have, uh,
logos like you've been featured on Forbes or entrepreneur or wherever. Right.
And it also, you want to answer any other objections that they have proactively,
like for example, guaranteed, this is something a lot of, I, in fact,
I have yet to see a direct consumer brand actually promote their guarantee
aggressively. And this is where you want to do it. Right. So you have,
it could be a standard guarantee, like, Hey, buy anything you've got 30 days,
you can refund it. We'll fix it for you or whatever.
Or if you want a limited time guarantee, like, Hey,
for this particular promotion,
only we are giving you 110% of your money back. If you don't like it,
like, you know, if they kind of like an infomercial, like, uh, you know,
90 day guarantee or a lifetime guarantee, whatever it is you want,
it could be limited time. It can be site-wide, whatever it is, whatever it is.
That's the way you want to think about this email, answer the objections,
make every reason to make them feel that they are smart for making this
purchasing decision. And then email number three in this sequence is fear.
All you want to focus on is urgency. Hey, go buy this right now.
So this is more like the typical email that you will see in e-commerce,
which is again, you focus on the scarcity. You focus with scarcity,
by the way, is when you say, well,
we only have like 10 units left or it's almost sold out. Um, urgency,
which is, Hey, six hours left. Like that,
and you want to focus on countdowns. You can send multiple emails.
If you want, Hey, uh, it goes, uh, this, this deal ends midnight.
Hey, this deal ends in six hours. Hey, you got three hours left to do that.
You want. And also I, when, if you're,
if you're not doing this too frequently, I also, uh, suggest strong language.
And by that, I mean, you don't want to just say, Hey,
this ends at midnight. Go buy. Now you want to say, Hey,
this ends at midnight. Don't forget. If you, if you leave this email,
you will forget. So go buy right now.
You want to be a little bit more aggressive with it. And when you do those,
when you do those three things, when you go,
when someone goes through all through those emails,
they're going to go from saying, okay, this was a cool product too. Okay. Yeah.
I need to buy this now. And even if someone misses one of those emails,
which is the most likely thing that's going to happen,
they still get the information that they need to know at that particular time,
especially if they've been on your email list for a couple of weeks, right.
They know what you're selling anyway, and they know your value proposition.
So it's not going to be like, you know, not going to come from left field. Okay.
And so that's the type, this is the, you know, the game logic here sequence,
again, for promotions, product launches, anything aggressive that you want. Okay.
So that's this particular sequence.
And then there's one more sequence that's very similar to this,
but it's for a checkout abandonment and then really any type of
abandonment flow. And this is what I call the ROI sequence. Okay.
With the first email being about the reminder,
the second email being about the objection and the third email being about the
incentive. So what, what does that mean? Okay. Email number one,
the reminder reminder email is basically the standard email that every
e-commerce brand sets, right? And that is, you want to remind them, Hey,
you forgot something in your cart. Okay. Very simple. I also like to say, uh,
if you have any questions or whatever, just, you know, email us.
Not only does it help answer their objections and stuff like that,
but also email replies in general helps you with deliverability ESP.
So it's always a good idea to ask for people to reply to your email. Okay.
And also I do not like giving discounts on that first email.
This is the email you send out just to get those easy sales. Okay.
So just remind them. And that's, again, it's basically almost everyone has this.
So if you have this, you're good to go. Okay. Um, and then email number two,
this is where things get different. Again,
very similar to the game logic fear sequence in which this one's all about
proof. Email number two is all about answering objections.
And the way I like to do this is again, what is the biggest,
what are the biggest objection people have when they check out their cart?
Well, one is price and then two is shipping.
So talk about one of those two things. Hey,
we're giving you a 20% discount if you buy right now, or Hey,
we'll give you free shipping. You just buy right now.
I also love testimonial walls,
which basically means you just flood it with testimonials,
like six testimonials, nine testimonials. And you got it.
The best testimonies that you got there. Right.
And just the fact that there's a lot of them, even they don't even read them.
There's a lot of them. They'll say, okay, this is, this is legit. Okay.
And then, uh, I also, again, here's where I love the guarantee.
And I think the guarantee is even more important here than in other emails.
I mean, in the standard game logic fear sequence, because this is at this point,
they are bottom of the funnel. These are hot customers.
So at this point they just need that extra, you know,
you're protected while they are trying to buy whatever it is that you want to,
whatever it is that you're selling to them. And then once someone gets through that,
then all that's left is what I call the incentive email, which is again,
the incentive, which is whatever your discount free shipping, free bonus,
a limited time guarantee,
whatever that specific offer that you want to give to people,
whoever abandoned the cart or browse abandonment or any of that kind of stuff.
And again, you want to say, Hey, go buy right now.
You have, uh, today's the last day, uh, six hours left.
Don't forget. Uh, because once this deal is gone, it is really gone forever.
And I cannot do anything for you and who knows when I'll get this product back
in stock. So that kind of strong language. And again, once you have all that,
three, uh, those three, uh, flows, three emails in the flow,
when you look at it from a bird's eye view,
you've covered all of the questions that a customer,
the average customer is going to have about your particular product. Okay.
And so, yeah,
all I've got left is to show two examples of email number two for both
sequences, the logic email, cause that's where people usually, you know,
mess up in or they just don't understand as much.
So this email is actually, I haven't even sent this email yet.
We're working with a gym bag. Uh, they basically,
they're raising their prices. Um, and so we're doing that.
We're doing the game logic fear sequence to, uh, give people the entire, uh,
sales pitch, but why we're raising our prices. And this email,
which is the number two email in the sequence, you are starting out with their,
Hey, you only have 72 hours left before the price goes up.
Then we're going into the product. Like, Hey, you know,
it's going up to one 89. You have to one 49 or now,
but the second product, which is just small duffel,
same product, but just smaller.
And now here's where we go into the testimonial wall.
I was talking about earlier, you know,
what real people are saying about even athletic, athletic duffel bags.
I think it's like three or five testimonials here,
all five stars cause you know, they all like it, I suppose. Uh,
and then last but not least, this is the guarantee, uh,
make it really big for them. Obviously it looks bigger here cause when I Google
doc, but make it really big, make it bold, make it, you know,
again, make them feel okay.
And it's smart that they are making this purchase because this particular
product is an expensive, uh, duffel bag, I believe is like 120. Actually,
no, it's like I said earlier, like 150 bucks or something like that.
That's not cheap for a duffel bag. So make them feel again,
but they're not that if something, uh, turns out wrong,
that they're going to be okay. Okay.
So that's for the game logic fear sequence.
And then this particular email is for the ROI sequence.
It's a second email in that sequence. Again, very simple.
It's just text that just said, Hey, you haven't completed your order.
So thinking about it, here's 10% off to get you off the fence.
And then again, uh, a little testimonial wall, which is what they're, uh,
it was, it was the biggest proof element that they have is just a,
just a can of, it's just a drink. So there's not much to it. Um,
and that's it, right?
That's pretty much what these two sequences are all about. As long as you,
uh, I wouldn't use them all the time, uh,
because most of the e-commerce you don't have to, but when you do it, uh,
definitely go aggressive with it. Cause then this is like your chance.
If you're going to use it, it's like your chance to make a lot of sales.
So, yeah.
Dude, this is fantastic. This is so awesome. I appreciate you so much for anyone.
That's wondering, you know, what do you do? Uh, what are you working on right now?
Yeah, well, right now I do email marketing for clients just like Chase does. Uh,
you can go to supply drop media.com for that.
You can also check out my personal blog, Denver, sorry.com.
I'm actually starting a, uh, a men's personal care, uh, brand on the side.
Um, and I talk about,
and I talk about it on Denver sorry.com in my newsletter where I teach, you know,
other e-commerce business owners how to start their own e-commerce businesses.
Nice, man. I love it. I'll drop those links below.
And then what is your Twitter handle for people to follow you there? Yeah.
It's just my name. Dan of your Saria. Amazing. Dude, thank you so much.
The handles will be below. Appreciate you being here. Thank you, man.
Of course. Cheers.
