Like most small companies, we at Feed. The Company used to get 90% of latest purchasers from referrals. If we had extra time, we‘d generate leads by inbound advertising and marketing. If we had more cash, we’d buy $30,000+ in ads or sponsorships.
However we had restricted time AND cash. So, we needed to provide you with a unique resolution — electronic mail sequences.
Electronic mail advertising and marketing ROI may be as excessive as 3600%, producing as a lot as $36 for each $1 spent. An electronic mail sequence provides much more worth due to the time it might save. As well as, they have been discovered to generate 320% extra income than non-automated emails.
Because of this, we constructed a follow-up electronic mail sequence.
What’s an electronic mail sequence?
An electronic mail sequence is a collection of emails that’s despatched mechanically to a prospect, person, or buyer utilizing automation software program. The emails are despatched primarily based on predetermined standards similar to a time delay or motion being met.
In different phrases, for those who construct your emails out beforehand and set it up with electronic mail advertising and marketing automation, you possibly can observe up with prospects at scale, with out being the one to click on the “Ship” button time and again.
At Feed. The Company, we constructed our personal follow-up electronic mail sequence — utilizing the free Electronic mail Templates device from HubSpot Gross sales — that generated $100,000 in 30 days. Our whole income elevated by 215% since we began sending these templates in a sequence.
To create an efficient electronic mail sequence, you may want a number of instruments to get began:
- Lead Technology Kind. Earlier than you take into account your content material, the platform you‘ll use, or the way you’ll phase your lists, you‘ll need to determine the way you’ll gather the data you obtain from these emails. Consider it as working backward from the top objective of sending the e-mail.
- Electronic mail Builder. Selecting an electronic mail constructing device that has record segmenting capabilities, an intuitive design interface, and an affordable ship restrict in your pipeline would be the prime priorities you may need to look into.
- Topic Line Checker. The topic line is the primary a part of your electronic mail sequence that your readers will see — whether or not they open the e-mail or not. So, take somewhat further time to get it excellent through the use of a topic line testing device.
HubSpot’s Electronic mail Advertising and marketing Device is a superb place to begin constructing customized electronic mail sequences that focus on your prospects or clients.
Strive HubSpot’s Electronic mail Advertising and marketing Device Free
How lengthy ought to an electronic mail sequence be?
There is no set size for an electronic mail sequence. The period of the sequence and variety of emails will rely fully on the customer persona, the customer’s journey stage, and the typical gross sales cycle size at your small business. It should additionally rely on what you are hoping to perform with the sequence.
For example you’re making a nurturing electronic mail sequence to immediate a prospect to take motion. Such an electronic mail sequence ought to do a number of issues:
- Educate them alongside their path to buy.
- Deal with any objections they’ve alongside the best way.
- Set up your authority and credibility within the business (and thus make you their supplier of selection once they’re prepared to purchase).
- Maintain you top-of-mind till they’re prepared to purchase.
You don‘t need to do an excessive amount of in a single electronic mail, so every electronic mail have to be crafted to play a component as you get the prospect from the place they’re at to the place you need them to be. The variety of emails and period of time will rely on a number of components.
For instance, a first-time homebuyer could begin their path to buy years earlier than making an attempt to safe a mortgage mortgage, whereas somebody who’s searching for an emergency HVAC restore is able to take motion instantly (and thus wouldn’t want a nurturing sequence in any respect).
Moreover, somebody who has downloaded an e-book for “Methods to Put together My Credit score for Shopping for a Home” is way earlier within the course of than somebody who stuffed out your contact type and is not sales-ready.
In different phrases, how lengthy is your purchaser purchasing round, the place are they at in that course of primarily based on what you already find out about them (actions they’ve already taken in your web site), and what data do you want them to know throughout that point? Understanding these components will enable you decide how lengthy a sequence must be.
Methods to Create an Electronic mail Sequence
Now that you’ve an concept of what electronic mail sequences are, the conditions through which you‘d use one, and the way lengthy a sequence can/ought to final, let’s discuss how you can put one in place:
1. Decide the sequence’s objective.
Typically, most electronic mail sequences (particularly these created in a gross sales context) have the broader objective of incomes new enterprise. Nevertheless, there are a lot of methods of going about “incomes new enterprise,” and context issues for delivering the suitable message on the proper time. Honing in in your causes will assist as you construction your automation logic, craft your emails, and measure success.
For instance, for example you need to construct an easy follow-up sequence designed to transform a dialog right into a demo. On this case, success would imply the prospect reserving a gathering by your scheduling software program.
Alternatively, you may want an automatic nurturing marketing campaign to set off after they obtain an e-book or content material supply. Success for this might imply turning them right into a gross sales certified lead (SQL), so that you’d present data and alternative for them to take motion and meet your SQL standards. As soon as they do, you possibly can have your system hand them off to gross sales.
The alternatives for focused experiences are limitless for those who’re strategic about it.
2. Determine the enrollment standards (or set off) for the sequence.
Automation software program cannot learn minds (but?); identical to any device, we have now to inform it when and how you can work.
That is the place enrollment standards are available in. If you arrange your sequence, you may specify the situations that have to be met for the automation to set off. For a gross sales follow-up electronic mail sequence, it may be so simple as manually enrolling them utilizing your CRM or electronic mail advertising and marketing software program.
Alternatively, you need to use extra superior standards in case your automation software program permits it. Examples of triggers embrace:
- When a contact fills out a type
- When a contact visits a selected web page
- When a contact enters a brand new lifecycle stage
- When a contact books a gathering
And plenty of extra. In case your CRM information it, and if the information in your CRM is dependable, you might be able to automate round it. (Should you’re utilizing HubSpot, you could find extra details about HubSpot’s enrollment standards right here.)
3. Decide the period of the sequence and the variety of emails required.
As talked about beforehand, there‘s no set timeframe or variety of emails. You’ll must get strategic concerning the touchpoints which are required and the frequency of these.
For instance, if I do know the typical gross sales cycle for my purchaser persona is 30 days and I need to have twice-a-week touchpoints, I would must map out round eight emails. This supplies a framework to plan the messaging essential to get the prospect from A to B.
Then again, if it is a follow-up electronic mail sequence from a face-to-face dialog, you would possibly take into account fewer emails earlier than sending your self a reminder to achieve out by telephone (sure, this may be automated too).
4. Write the emails for the sequence.
After you have your framework and also you‘ve outlined which emails are wanted, it’s time to get pen to paper.
Listed here are some assets that can assist you out:
Understand that every electronic mail will probably be despatched to a number of prospects, doubtless at completely different instances. Your emails must be evergreen, and the data you embrace must be common sufficient to use to any prospect who suits the factors you set. Nevertheless, personalization tokens may be added to offer that customized contact.
The fragile steadiness between common and particular is how one can scale whereas nonetheless making every prospect really feel as if you are speaking on to them.
One further tip: every electronic mail ought to have one objective. Do not water down the message by overloading every electronic mail with data. By preserving it to at least one objective, one objective, and one call-to-action, you remove confusion and enhance the probability of success.
You’ll be able to at all times add extra emails if one electronic mail is doing an excessive amount of heavy lifting by itself.
5. Construct the emails utilizing electronic mail software program.
After you have all of your emails in textual content type, it is time to put them within the system.
- With gross sales emails, it is typically higher to maintain issues easy as if a rep despatched the messages personally from their inbox.
- Advertising and marketing emails, although, have extra room for branding aptitude and attention-grabbing visuals.
No matter your strategy, you’ll copy and paste your textual content into your electronic mail builder. Placing them in your system permits you to have the ability to inform your automation software program what to ship.
6. Arrange the automation.
Think about this a part of the method as instructing your automation software program, step-by-step, how you can execute the duties you need it to. This consists of:
- Specifying the enrollment standards you selected.
- Designating which actions (e.g., electronic mail sends) to carry out and when.
- Establishing how a lot time ought to elapse between every motion and what to do when particular eventualities occur (if/then logic).
Automation software program is extraordinarily literal, so ensure you’re not taking something with no consideration or leaving stones unturned as you create these “directions.”
Listed here are some assets for working with HubSpot’s automation device:
7. Check the sequence.
Should you’re capable of, it helps to check the sequence earlier than launching to see if it behaves the best way you anticipate it to. You are able to do this by setting it stay and enrolling your self.
Alternatively, you too can ship take a look at emails. You may need to make sure the emails look good throughout gadgets and whether or not the personalization tokens are functioning appropriately.
Take it from me — testing helps save a variety of heartache.
The success behind this sequence comes from its means to affect the psyche of your prospect. Delight, gratefulness, and remorse are highly effective emotions that may immediate individuals towards actionable steps.
The next sequence attracts in prospects by catering to their pleasure, supplies them with content material they are often grateful for, and leaves them with remorse in the event that they miss the chance.
Able to see this sequence in motion? This is how we earned $100,000 in 30 days.
Step 1: Discover prospects who’re talked about within the information.
As a branding company within the healthcare business, the vast majority of our purchasers are medical doctors or dentists. Step one we take on this sequence is to seek out information tales that point out medical doctors. As soon as we are able to safe a listing, we attain out to congratulate them. Not solely does this heat up the preliminary electronic mail and catch their consideration, however it additionally performs on their pleasure.
Many equate a information point out with success, and likelihood is, your prospects do too. They are going to doubtless be happy with this point out, and congratulating them will open doorways to establishing a connection.
Google Alerts and Feedly are two assets for monitoring the information. Google Alerts means that you can monitor the net and obtain electronic mail notifications for explicit key phrases. Making a Google Alert is straightforward. Kind the key phrase and save the alert to ship it to your electronic mail handle.
Within the instance beneath, we observe the key phrase “orthopedic surgical procedure.” After coming into the key phrase and my electronic mail handle, I click on “Create Alert.” Now, I’ll obtain an alert any time the information mentions an orthopedic surgical procedure or orthopedic surgeon.
Feedly is one other device to make use of when monitoring information matters. It’s a area the place you possibly can privately set up and analysis matters related to you. It’s an alternate device Feed the Company makes use of to find medical doctors talked about within the information.
To make use of the platform, add web sites to your “feed.” When an internet site you’re monitoring publishes a brand new article, you’ll obtain an alert throughout the platform.
For instance, an internet site we observe in our business is KevinMD.com. So as to add it to our feed, I:
- Click on “+Add Content material.”
- Enter the URL within the search bar: KevinMD.com.
- Click on the inexperienced “+Feedly” button.
- Click on “Add.”
In these 4 steps, we added KevinMD to our feed. TEDmed.com, AdWeek, and Promoting Age are different web sites we’ve used to accumulate new clients. They’re examples of different web sites I’ve added to my Feedly account.
To view the content material from these web sites, I click on on the “Well being” tab, the place all of the content material seems without delay.
Step 2: Ship an electronic mail congratulating them on their information protection.
When you discover a prospect, ship the primary electronic mail utilizing the free electronic mail templates builder from Gross sales Hub.
This is our best-performing preliminary electronic mail template:
Free to talk?
Dr. [Last name],
As a result of I work a lot with [targeted industry], I consistently observe business information. Just lately, I seen that you have [insert company action].
Normally, when that occurs, [insert business issue] turns into a precedence. That is why I believed you is perhaps fascinated with discovering out how we helped [similar firm] get going rapidly of their new path — with none of the everyday cookie-cutter approaches to advertising and marketing.
Try our affected person promoting and model campaigns right here. Should you‘d prefer to study extra, let’s arrange a fast name. Schedule quarter-hour right here on my calendar.
P.S. Should you’re not the suitable particular person to talk with, who do you suggest I discuss to?
Sometimes, this electronic mail garners two reactions — a reply or time scheduled on my calendar. If I do not obtain a response in 24 hours, I observe up with a second electronic mail.
Step 3: Ship a follow-up electronic mail with useful content material customized to their business.
Should you can add worth to somebody’s life or occupation, it can enhance credibility and strengthen the connection. Due to that, this electronic mail template at all times drives a ton of responses.
For instance, I ship physicians a invaluable branding survey device we use to assist purchasers differentiate themselves.
This is what that may seem like:
Free doctor branding device
Whats up Dr. [Last name],
I‘m following up on my earlier electronic mail with a free device I feel you’ll love.
It is a model evaluation survey I created only for you (actually, your identify is on it) that may enable you perceive how your follow is completely different from different medical doctors in [insert their city].
Click on right here [add hyperlink to survey] to start the model differentiation evaluation survey. After we communicate, I will benchmark your responses towards the highest doctor manufacturers across the nation.
I am sharing my calendar (click on right here) so we are able to schedule a handy time to debate.
Get pleasure from your weekend,
Add names each time doable. Including a health care provider’s identify to the survey triggered our response charges to skyrocket. Though it was a small tweak, personalization is a strong device. If this electronic mail fails to drive prospects to answer or ebook time on my calendar, I’ll ship a second follow-up electronic mail utilizing the “Making an attempt to Join” electronic mail template.
Step 4: Ship the “Making an attempt to Join” electronic mail template.
For prospects who’ve but to reply, I’ll observe up with this electronic mail template:
Making an attempt to attach
Hello Dr. [Last name],
I‘m sorry we haven’t been capable of join. Once more, I understand how hectic issues can get at work and with household.
I’d be accessible for a name throughout weekends or earlier than or after work hours if that‘s simpler for you. I don’t imply to bug you, however I do need to enable you handle your workforce so you possibly can exceed your objectives of [insert custom goals].
To schedule a time on my calendar, simply click on right here.
This single electronic mail has the very best response price of all of the templates. Why? We are able to’t say for sure; nevertheless, providing prolonged hours may very well be the important thing.
With out mentioning specific hours, prospects would possibly mechanically assume that scheduling instances can be throughout their enterprise hours. Providing instances exterior of standard “9 to five” hours can push prospects to motion.
Step 5: Ship the ultimate “Permission to shut your file?” follow-up electronic mail template.
When struck with silence, you need to ship a ultimate electronic mail that prompts them to reply. We deal with this with our ultimate observe up, the place we ask for permission to shut the file.
Permission to shut your file?
Hello Dr. [Last name],
I am writing to observe up. We’re within the strategy of closing recordsdata this month.
Sometimes, after I haven‘t heard again from somebody, it means they’re both actually busy or aren’t . Should you aren’t , do I’ve permission to shut your file?
In case you are nonetheless , what do you suggest as a subsequent step?
Thanks in your assist.
This electronic mail performs properly. Why? I feel it’s a mixture of two issues. One, it may very well be FOMO or worry of lacking out. Nobody needs to really feel as in the event that they’re lacking a chance.
Two, some individuals need what they will’t have. As soon as a chance feels prefer it’s about to slide away, some prospects would possibly soar on it. Frankly, I’m not fully certain. My assumption is that they notice, “Oh, I’m by no means going to listen to from this man once more. Possibly I ought to look into the supply…”
When you’re capable of drive a prospect’s response to answer or shut out the communication, the final step is measuring the efficiency of the e-mail templates.
Step 6: Enhance your electronic mail templates by measuring their efficiency.
HubSpot’s free electronic mail templates device means that you can measure open charges and click on charges. At Feed. The Company, we consistently measure electronic mail efficiency and make enhancements as we see match.
Measuring electronic mail efficiency will enable you perceive what templates are performing finest versus what wants enchancment. With out this device, it might be exceedingly tough to make choices because of the lack of knowledge.
The return on this sequence has been super, however we’re nonetheless early within the course of. We are going to proceed to check these templates till we uncover the “excellent” electronic mail.
We had been capable of shut $100,000 in simply 30 days. These templates provide the potential to get related outcomes. Strive it out. Create a free HubSpot account, open the e-mail templates device, and click on ship.
Electronic mail Sequence Examples
Whereas we despatched a follow-up electronic mail sequence, there are a number of varieties of sequences you possibly can ship to have interaction your prospects.
1. Nurturing Electronic mail Sequence
A nurturing sequence introduces the prospect to your organization. They could have downloaded an e-book or opted right into a content material supply, however they aren’t sales-ready. A nurturing sequence is designed to get them there by offering social proof, dealing with objections, and establishing worth.
Instance of an electronic mail in a nurturing sequence from Second:
This electronic mail sequence is finest for corporations which have brief gross sales cycles, like many client packaged items and even easy B2B digital applied sciences.
To have one of the best outcomes with a nurture electronic mail sequence, you‘ll need to concentrate on educating your prospects moderately than promoting to them. This builds belief and familiarity between your model and the recipient. Once they’re prepared to purchase, you may be prime of thoughts.
2. Engagement Electronic mail Sequence
An engagement electronic mail sequence makes use of electronic mail to construct rapport with prospects. The thought is to get them engaged together with your content material to construct curiosity and maintain your group prime of thoughts.
Any such sequence would possibly enable you determine engaged subscribers who open, click on, and take motion on emails to be able to enroll them in different sequences tailor-made to their particular journey.
Instance of an electronic mail in an engagement sequence from A Youngsters E book About:
The engagement electronic mail sequence works properly for manufacturers which have frequent occasions. These emails are finest used as soon as the connection has been established and the recipient appears to be like ahead to your emails.
Ideally, an engagement electronic mail sequence must be despatched after there was significant engagement on previous electronic mail sequences.
3. Conversion Electronic mail Sequence
This sequence is used while you‘re asking one thing of your prospect (e.g., reserving a gathering or scheduling a demo). Which means that you’ll focus all the copy round a single call-to-action, and you will use the sequence to get the recipient to take that motion.
Instance of an electronic mail in a conversion sequence from Yokel Native:
SaaS corporations and different service suppliers who depend on reserving calls and demos to shut offers will discover worth in a conversion electronic mail template. Any such electronic mail must be the ultimate one in your electronic mail sequence as a result of it now not educates or conjures up the prospect — as a substitute, it asks for his or her time.
So, be certain this electronic mail sequence is reserved for individuals who have opened, engaged, and even responded to previous emails.
4. Comply with-Up Electronic mail Sequence
Simply because a prospect would not reply to a gross sales outreach electronic mail doesn‘t imply they’re not . They could want a number of “impressions” earlier than noticing and taking motion.
A follow-up electronic mail sequence loops again and touches base together with your prospect after a number of outreach makes an attempt. That is so gross sales reps can cut back the variety of handbook emails they ship and the admin work they must do.
Nearly each enterprise can profit from a follow-up electronic mail sequence. Should you discover your prospects have had in any other case nice engagement and open charges however nonetheless haven‘t taken motion on a conversion electronic mail sequence you’ve already despatched, a follow-up message could be a nudge in the suitable path.
Any such electronic mail sequence works properly when it is customized and empathetic — assume constructive intent and genuinely relate to the particular person on the opposite aspect of the inbox.
5. Reminder Electronic mail Sequence
Whether or not a lead has booked a demo, signed up for a webinar, and even snagged a seat to an occasion, your group has an opportunity to thrill that particular person (and probably earn their enterprise). Nevertheless, you possibly can’t present that delight if the lead forgets to indicate up.
Little reminders can go a great distance in attendance price over time, growing the variety of alternatives you may have “at bat,” so to talk.
Reminder emails are a low-friction method to make sure that the lead would not neglect concerning the occasion or appointment and likewise present them with any obligatory logistical particulars.
Instance of an electronic mail in a reminder sequence from Dyspatch:
Reminder emails are just like follow-up electronic mail sequences in that they seem to be a finest follow when speaking with potential clients. The important thing to creating these sequences work is to maintain the topic line easy, the copy easy, and the decision to motion outstanding.
Bear in mind: The objective right here is to get the prospect on a name they’ve already agreed to.
6. Re-Engagement Electronic mail Sequence
To get outcomes from electronic mail as a channel, you naturally want a wholesome database. Over time, nevertheless, electronic mail addresses change and prospects lose curiosity.
The common electronic mail database loses contacts at round 25% per 12 months, so even for those who‘re producing new leads at a speedy price, you’ll naturally get some knowledge skew from uninterested or deprecated contacts.
As a last-ditch effort to win again a few of these contacts, you possibly can deploy a re-engagement sequence. Any such marketing campaign’s objective is to immediate the person to open emails and take some sort of motion; in any other case, the result’s you eradicating them out of your database. This may enable you maintain your electronic mail record wholesome and correct.
Instance of an electronic mail in a re-engagement sequence from Return Path:
In case your model sees a chance to nurture prospects with a nurture electronic mail sequence, you then‘ll need to be certain your messages aren’t going to the fallacious particular person, or worse, bouncing. It may appear counterintuitive to deliberately ask individuals to decide out of your electronic mail subscription, however it might do wonders in your engagement metrics.
Reasonably than having a bloated record of contacts, you possibly can grow to be laser-focused on the people who’re within the electronic mail content material they obtain out of your firm.
Electronic mail Sequence Greatest Practices
Irrespective of the sort of electronic mail sequence you are creating, there are some finest practices you might have to bear in mind to make sure that you get one of the best outcomes doable. Listed here are 5 of them:
1. Set SMART objectives.
Earlier than beginning an electronic mail sequence, ask your self: What do I need to obtain with this?
All electronic mail sequences have objectives. For instance, a lead nurturing electronic mail sequence ought to enable you construct relationships together with your clients, whereas an deserted cart electronic mail sequence ought to enhance gross sales.
When setting objectives in your sequences, be certain they’re SMART — Particular, Measurable, Achievable, Related, and Time-bound. This framework ensures that you simply set life like objectives and obtain them on or earlier than the deadline you set for your self.
2. Define every electronic mail sequence.
When you‘ve set your objectives, don’t dive straight into creating your electronic mail sequence simply but. As an alternative, you may need to create an overview, which is able to enable you decide what number of emails will probably be in every sequence.
Take a while out for a brainstorming session. Write down every thing you need to embrace in your emails. In case your concepts really feel all over, that‘s regular. Get them out first. You’ll kind by them later.
If you‘re completed writing out your concepts, group related matters into classes. For instance, for those who’re educating your subscribers how you can do one thing, take into consideration an important factor they should find out about that matter and work backward from there within the following emails.
If you’re proud of the best way your sequence is organized, you can begin writing the content material.
Observe: Your preliminary define would possibly want tweaks as you craft your emails. That‘s okay. Outlines aren’t meant to be excellent; they’re meant to provide you a transparent path as you craft the e-mail sequence.
3. Write evergreen content material.
The beauty of electronic mail sequences is that you simply don’t have to put in writing variations of the identical electronic mail to create them. As an alternative, make your electronic mail content material evergreen and related to everybody within the buyer phase that’ll obtain the sequence.
Which means that you’ll must keep away from fashionable jokes or data that received’t be related within the subsequent couple of months. Should you embrace these, you’ll must consistently edit your electronic mail sequence — which defeats the aim of saving time whereas offering your clients with a personalised expertise.
4. Write efficient topic traces.
The one method you’ll get outcomes out of your electronic mail sequence is when your subscribers open them. And because the topic line is the very first thing your subscribers see once they obtain your emails, it drastically influences their determination to open them.
Writing a terrific electronic mail topic line is difficult since you need it to be concise, but attention-grabbing. It ought to make a superb first impression and persuade your subscribers to learn the emails, as a substitute of deleting them.
An effective way to understand how efficient your topic traces are is to run A/B checks together with your electronic mail automation software program. These checks will present you which of them topic traces have increased open charges so you possibly can replicate them.
5. Embrace a call-to-action.
On your advertising and marketing property to be efficient, you’ll want to inform your clients the motion(s) you anticipate them to take. The identical applies to electronic mail sequences. Irrespective of the sort of electronic mail sequence you ship out, it’s best to at all times embrace a CTA to assist your readers know what to do subsequent in the event that they determine to behave.
For instance, for those who’re sending out an deserted cart electronic mail sequence, embrace a CTA similar to “Proceed purchasing” or “Return to cart” to information clients again to your web site to finish the acquisition. Should you don’t embrace this CTA, they’ll shut the e-mail and neglect concerning the cart fully.
6. Check all points of your electronic mail sequence.
Earlier, we talked about that you could take a look at your electronic mail topic line to extend your open charges, however you don’t must cease there. You’ll be able to really take a look at each side of your electronic mail sequence, together with your CTAs, design parts, electronic mail physique copy, and the variety of emails in a sequence.
Working break up checks on these electronic mail parts will assist you understand which of them resonate most together with your viewers and encourage them to take motion. When you might have this knowledge, you’ll be capable of enhance the efficiency of your electronic mail sequences — which, in flip, will increase your conversions and scales your small business.
Create Your Personal Electronic mail Sequence
Electronic mail sequences can nurture your leads into turning into clients with out the work of writing a brand new electronic mail from time to time. Take from the examples above and get began with your personal sequence to begin successful over clients.
Editor’s notice: This submit was initially revealed in Could 2019 and has been up to date for comprehensiveness.