Like most small companies, we at Feed. The Company used to get 90% of latest shoppers from referrals. If we had extra time, we‘d generate leads via inbound advertising and marketing. If we had more cash, we’d buy $30,000+ in commercials or sponsorships.
However we had restricted time AND cash. So, we needed to provide you with a distinct resolution — e-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 e-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.
In consequence, we constructed a follow-up e-mail sequence.
What’s an e-mail sequence?
An e-mail sequence is a collection of emails that’s despatched routinely to a prospect, consumer, or buyer utilizing automation software program. The emails are despatched based mostly on predetermined standards comparable to a time delay or motion being met.
In different phrases, in case you construct your emails out beforehand and set it up with e-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 again and again.
At Feed. The Company, we constructed our personal follow-up e-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 e-mail sequence, you will want a couple of instruments to get began:
- Lead Technology Type. Earlier than you think about your content material, the platform you‘ll use, or the way you’ll section your lists, you‘ll need to resolve the way you’ll acquire the knowledge you obtain from these emails. Consider it as working backward from the top objective of sending the e-mail.
- Electronic mail Builder. Selecting an e-mail constructing device that has checklist segmenting capabilities, an intuitive design interface, and an affordable ship restrict in your pipeline would be the high priorities you will need to look into.
- Topic Line Checker. The topic line is the primary a part of your e-mail sequence that your readers will see — whether or not they open the e-mail or not. So, take just a little further time to get it excellent by utilizing a topic line testing device.
HubSpot’s Electronic mail Advertising Device is a superb place to start out constructing customized e-mail sequences that concentrate on your prospects or clients.
How lengthy ought to an e-mail sequence be?
There isn’t any set size for an e-mail sequence. The length of the sequence and variety of emails will rely solely on the client persona, the client’s journey stage, and the common gross sales cycle size at your enterprise. It’ll additionally rely upon what you are hoping to perform with the sequence.
For instance you’re making a nurturing e-mail sequence to immediate a prospect to take motion. Such an e-mail sequence ought to do a couple 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 alternative 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 e-mail, so every e-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 length of time will rely upon 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 in search of 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 “Tips on how 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 kind and is not sales-ready.
In different phrases, how lengthy is your purchaser purchasing round, the place are they at in that course of based mostly on what you already learn about them (actions they’ve already taken in your website), and what data do you want them to know throughout that point? Understanding these components will assist you to decide how lengthy a sequence must be.
Tips on how to Create an Electronic mail Sequence
Now that you’ve an concept of what e-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 e-mail sequences (particularly these created in a gross sales context) have the broader objective of incomes new enterprise. Nonetheless, there are various methods of going about “incomes new enterprise,” and context issues for delivering the appropriate 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, to illustrate 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 via 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 could 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 infinite in case you’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, now we have to inform it when and how you can work.
That is the place enrollment standards are available. Once you arrange your sequence, you will specify the situations that have to be met for the automation to set off. For a gross sales follow-up e-mail sequence, it may be so simple as manually enrolling them utilizing your CRM or e-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 kind
- When a contact visits a specific web page
- When a contact enters a brand new lifecycle stage
- When a contact books a gathering
And lots of extra. In case your CRM data it, and if the info in your CRM is dependable, you might be able to automate round it. (In the event you’re utilizing HubSpot, you’ll find extra details about HubSpot’s enrollment standards right here.)
3. Decide the length 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 can be required and the frequency of these.
For instance, if I do know the common 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 gives a framework to plan the messaging essential to get the prospect from A to B.
However, if it is a follow-up e-mail sequence from a face-to-face dialog, you would possibly think about 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.
Upon getting your framework and also you‘ve outlined which emails are wanted, it’s time to get pen to paper.
Listed below are some sources that will help you out:
Understand that every e-mail will likely be despatched to a number of prospects, probably at totally different instances. Your emails must be evergreen, and the knowledge you embrace must be common sufficient to use to any prospect who matches the standards you set. Nonetheless, personalization tokens may be added to offer that customized contact.
The fragile stability 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 extra tip: every e-mail ought to have one objective. Do not water down the message by overloading every e-mail with data. By preserving it to 1 objective, one objective, and one call-to-action, you eradicate confusion and enhance the chance of success.
You may all the time add extra emails if one e-mail is doing an excessive amount of heavy lifting by itself.
5. Construct the emails utilizing e-mail software program.
Upon getting all of your emails in textual content kind, 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 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 e-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.
Contemplate 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., e-mail sends) to carry out and when.
- Organising 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 be sure you’re not taking something as a right or leaving stones unturned as you create these “directions.”
Listed below are some sources for working with HubSpot’s automation device:
7. Check the sequence.
In the event 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 may also ship check emails. You may need to make sure the emails look good throughout gadgets and whether or not the personalization tokens are functioning accurately.
Take it from me — testing helps save a whole lot of heartache.
The success behind this sequence comes from its capacity to affect the psyche of your prospect. Delight, gratefulness, and remorse are highly effective emotions that may immediate folks towards actionable steps.
The next sequence attracts in prospects by catering to their pleasure, gives 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 shoppers 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 will safe a listing, we attain out to congratulate them. Not solely does this heat up the preliminary e-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 probably be pleased with this point out, and congratulating them will open doorways to establishing a connection.
Google Alerts and Feedly are two sources for monitoring the information. Google Alerts permits you to monitor the net and obtain e-mail notifications for explicit key phrases. Making a Google Alert is straightforward. Sort the key phrase and save the alert to ship it to your e-mail tackle.
Within the instance beneath, we monitor the key phrase “orthopedic surgical procedure.” After coming into the key phrase and my e-mail tackle, 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 house 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 a web site you’re monitoring publishes a brand new article, you’ll obtain an alert throughout the platform.
For instance, a web 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 directly.
Step 2: Ship an e-mail congratulating them on their information protection.
When you discover a prospect, ship the primary e-mail utilizing the free e-mail templates builder from Gross sales Hub.
This is our best-performing preliminary e-mail template:
Free to speak?
Dr. [Last name],
As a result of I work a lot with [targeted industry], I consistently observe business information. Lately, I observed that you have [insert company action].
Often, when that occurs, [insert business issue] turns into a precedence. That is why I assumed you is perhaps fascinated by discovering out how we helped [similar firm] get going shortly of their new route — with none of the standard cookie-cutter approaches to advertising and marketing.
P.S. In the event you’re not the appropriate particular person to talk with, who do you suggest I speak to?
Usually, this e-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 e-mail.
Step 3: Ship a follow-up e-mail with useful content material customized to their business.
In the event you can add worth to somebody’s life or occupation, it should increase credibility and strengthen the connection. Due to that, this e-mail template all the time drives a ton of responses.
For instance, I ship physicians a useful branding survey device we use to assist shoppers differentiate themselves.
This is what which may seem like:
Free doctor branding device
Hi there Dr. [Last name],
I‘m following up on my earlier e-mail with a free device I believe you’ll love.
It is a model evaluation survey I created only for you (actually, your identify is on it) that can assist you to perceive how your observe is totally different from different medical doctors in [insert their city].
Click on right here [add hyperlink to survey] to start the model differentiation evaluation survey. Once we communicate, I am going to benchmark your responses in opposition to the highest doctor manufacturers across the nation.
I am sharing my calendar (click on right here) so we will schedule a handy time to debate.
Take pleasure in your weekend,
Add names every time attainable. Including a physician’s identify to the survey precipitated our response charges to skyrocket. Though it was a small tweak, personalization is a strong device. If this e-mail fails to drive prospects to answer or e book time on my calendar, I’ll ship a second follow-up e-mail utilizing the “Making an attempt to Join” e-mail template.
Step 4: Ship the “Making an attempt to Join” e-mail template.
For prospects who’ve but to reply, I’ll observe up with this e-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 out there 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 assist you to handle your staff so you possibly can exceed your targets of [insert custom goals].
To schedule a time on my calendar, simply click on right here.
This single e-mail has the best response price of all of the templates. Why? We will’t say for sure; nonetheless, providing prolonged hours could possibly be the important thing.
With out mentioning specific hours, prospects would possibly routinely assume that scheduling instances can be throughout their enterprise hours. Providing instances outdoors of standard “9 to five” hours can push prospects to motion.
Step 5: Ship the ultimate “Permission to shut your file?” follow-up e-mail template.
When struck with silence, you need to ship a remaining e-mail that prompts them to reply. We deal with this with our remaining 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.
Usually, after I haven‘t heard again from somebody, it means they’re both actually busy or aren’t . In the event you aren’t , do I’ve permission to shut your file?
If you’re nonetheless , what do you suggest as a subsequent step?
Thanks in your assist.
This e-mail performs effectively. Why? I believe it’s a mixture of two issues. One, it could possibly be FOMO or concern of lacking out. Nobody desires to really feel as in the event that they’re lacking a possibility.
Two, some folks need what they’ll’t have. As soon as a possibility feels prefer it’s about to slide away, some prospects would possibly leap on it. Frankly, I’m not solely positive. My assumption is that they understand, “Oh, I’m by no means going to listen to from this man once more. Perhaps 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 e-mail templates by measuring their efficiency.
HubSpot’s free e-mail templates device permits you to measure open charges and click on charges. At Feed. The Company, we consistently measure e-mail efficiency and make enhancements as we see match.
Measuring e-mail efficiency will assist you to perceive what templates are performing finest versus what wants enchancment. With out this device, it could be exceedingly troublesome 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” e-mail.
We have been capable of shut $100,000 in simply 30 days. These templates provide the potential to get comparable 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 e-mail sequence, there are a couple of varieties of sequences you possibly can ship to interact your prospects.
1. Nurturing Electronic mail Sequence
A nurturing sequence introduces the prospect to your organization. They might have downloaded an e book or opted right into a content material supply, however they don’t seem to be sales-ready. A nurturing sequence is designed to get them there by offering social proof, dealing with objections, and establishing worth.
Instance of an e-mail in a nurturing sequence from Second:
This e-mail sequence is finest for firms which have quick gross sales cycles, like many client packaged items and even easy B2B digital applied sciences.
To have the most effective outcomes with a nurture e-mail sequence, you‘ll need to concentrate on educating your prospects fairly than promoting to them. This builds belief and familiarity between your model and the recipient. After they’re prepared to purchase, you will be high of thoughts.
2. Engagement Electronic mail Sequence
An engagement e-mail sequence makes use of e-mail to construct rapport with prospects. The thought is to get them engaged together with your content material to construct curiosity and preserve your group high of thoughts.
The sort of sequence would possibly assist you to establish engaged subscribers who open, click on, and take motion on emails as a way to enroll them in different sequences tailor-made to their particular journey.
Instance of an e-mail in an engagement sequence from A Children E book About:
The engagement e-mail sequence works effectively for manufacturers which have frequent occasions. These emails are finest used as soon as the connection has been established and the recipient seems to be ahead to your emails.
Ideally, an engagement e-mail sequence must be despatched after there was significant engagement on previous e-mail sequences.
3. Conversion Electronic mail Sequence
This sequence is used whenever you‘re asking one thing of your prospect (e.g., reserving a gathering or scheduling a demo). Which means you’ll focus the complete copy round a single call-to-action, and you will use the sequence to get the recipient to take that motion.
Instance of an e-mail in a conversion sequence from Yokel Native:
SaaS firms and different service suppliers who depend on reserving calls and demos to shut offers will discover worth in a conversion e-mail template. The sort of e-mail must be the ultimate one in your e-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 e-mail sequence is reserved for many who have opened, engaged, and even responded to previous emails.
4. Comply with-Up Electronic mail Sequence
Simply because a prospect does not reply to a gross sales outreach e-mail doesn‘t imply they’re not . They might want a couple of “impressions” earlier than noticing and taking motion.
A follow-up e-mail sequence loops again and touches base together with your prospect after a couple 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 e-mail sequence. In the event you discover your prospects have had in any other case nice engagement and open charges however nonetheless haven‘t taken motion on a conversion e-mail sequence you’ve already despatched, a follow-up message generally is a nudge in the appropriate route.
The sort of e-mail sequence works effectively when it is customized and empathetic — assume optimistic intent and genuinely relate to the particular person on the opposite facet 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). Nonetheless, 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 will have “at bat,” so to talk.
Reminder emails are a low-friction manner to make sure that the lead does not neglect concerning the occasion or appointment and in addition present them with any obligatory logistical particulars.
Instance of an e-mail in a reminder sequence from Dyspatch:
Reminder emails are much like follow-up e-mail sequences in that they are a finest observe 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 distinguished.
Keep 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 e-mail as a channel, you naturally want a wholesome database. Over time, nonetheless, e-mail addresses change and prospects lose curiosity.
The common e-mail database loses contacts at round 25% per yr, so even in case you‘re producing new leads at a speedy price, you’ll naturally get some information 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. The sort of marketing campaign’s objective is to immediate the consumer 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 assist you to preserve your e-mail checklist wholesome and correct.
Instance of an e-mail in a re-engagement sequence from Return Path:
In case your model sees a possibility to nurture prospects with a nurture e-mail sequence, then you definately‘ll need to be certain your messages aren’t going to the flawed particular person, or worse, bouncing. It may appear counterintuitive to deliberately ask folks to choose out of your e-mail subscription, however it might do wonders in your engagement metrics.
Moderately than having a bloated checklist of contacts, you possibly can change into laser-focused on the people who’re within the e-mail content material they obtain out of your firm.
Electronic mail Sequence Finest Practices
Regardless of the sort of e-mail sequence you are creating, there are some finest practices you may have to bear in mind to make sure that you get the most effective outcomes attainable. Listed below are 5 of them:
1. Set SMART targets.
Earlier than beginning an e-mail sequence, ask your self: What do I need to obtain with this?
All e-mail sequences have targets. For instance, a lead nurturing e-mail sequence ought to assist you to construct relationships together with your clients, whereas an deserted cart e-mail sequence ought to enhance gross sales.
When setting targets in your sequences, be certain they’re SMART — Particular, Measurable, Achievable, Related, and Time-bound. This framework ensures that you just set lifelike targets and obtain them on or earlier than the deadline you set for your self.
2. Define every e-mail sequence.
When you‘ve set your targets, don’t dive straight into creating your e-mail sequence simply but. As an alternative, you will need to create a top level view, which can assist you to decide what number of emails will likely be in every sequence.
Take a while out for a brainstorming session. Write down all the things you need to embrace in your emails. In case your concepts really feel everywhere, that‘s regular. Get them out first. You’ll type via them later.
Once you‘re performed writing out your concepts, group comparable matters into classes. For instance, in case you’re instructing your subscribers how you can do one thing, take into consideration crucial factor they should learn about that subject and work backward from there within the following emails.
Once you’re pleased with the best way your sequence is organized, you can begin writing the content material.
Notice: 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 route as you craft the e-mail sequence.
3. Write evergreen content material.
The beauty of e-mail sequences is that you just don’t have to jot down variations of the identical e-mail to create them. As an alternative, make your e-mail content material evergreen and related to everybody within the buyer section that’ll obtain the sequence.
Which means you’ll must keep away from fashionable jokes or data that received’t be related within the subsequent couple of months. In the event you embrace these, you’ll must consistently edit your e-mail sequence — which defeats the aim of saving time whereas offering your clients with a personalised expertise.
4. Write efficient topic traces.
The one manner you’ll get outcomes out of your e-mail sequence is when your subscribers open them. And for the reason that topic line is the very first thing your subscribers see once they obtain your emails, it enormously influences their choice to open them.
Writing a nice e-mail topic line is difficult since you need it to be concise, but attention-grabbing. It ought to make a great first impression and persuade your subscribers to learn the emails, as a substitute of deleting them.
An effective way to know the way efficient your topic traces are is to run A/B checks together with your e-mail automation software program. These checks will present you which ones topic traces have larger open charges so you possibly can replicate them.
5. Embrace a call-to-action.
To 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 e-mail sequences. Regardless of the sort of e-mail sequence you ship out, you need to all the time embrace a CTA to assist your readers know what to do subsequent in the event that they resolve to behave.
For instance, in case you’re sending out an deserted cart e-mail sequence, embrace a CTA comparable to “Proceed purchasing” or “Return to cart” to information clients again to your web site to finish the acquisition. In the event you don’t embrace this CTA, they’ll shut the e-mail and neglect concerning the cart utterly.
6. Check all features of your e-mail sequence.
Earlier, we talked about you could check your e-mail topic line to extend your open charges, however you don’t must cease there. You may really check each side of your e-mail sequence, together with your CTAs, design parts, e-mail physique copy, and the variety of emails in a sequence.
Working break up checks on these e-mail parts will assist you already know which of them resonate most together with your viewers and encourage them to take motion. When you may have this information, you’ll be capable of enhance the efficiency of your e-mail sequences — which, in flip, will increase your conversions and scales your enterprise.
Create Your Personal Electronic mail Sequence
Electronic mail sequences can nurture your leads into changing into clients with out the work of writing a brand new e-mail sometimes. Take from the examples above and get began with your individual sequence to start out successful over clients.
Editor’s notice: This put up was initially revealed in Might 2019 and has been up to date for comprehensiveness.