Like most small companies, we at Feed. The Agency used to get 90% of latest shoppers from referrals. If we had extra time, we‘d generate leads by way of inbound advertising and marketing. If we had extra money, we’d buy $30,000+ in ads or sponsorships.
However we had restricted time AND cash. So, we needed to give you a unique answer — electronic mail sequences.
Email marketing ROI can be as high 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 could actually save. As well as, they have been discovered to generate 320% more revenue than non-automated emails.
Consequently, 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 based mostly on predetermined standards equivalent to a time delay or motion being met.
In different phrases, in case you construct your emails out beforehand and set it up with email marketing automation, you may comply with 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 electronic mail sequence — utilizing the free Email Templates tool from HubSpot 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 just a few instruments to get began:
- Lead Technology Kind. Earlier than you think about your content material, the platform you‘ll use, or the way you’ll section your lists, you‘ll wish to resolve the way you’ll acquire the data you obtain from these emails. Consider it as working backward from the tip objective of sending the e-mail.
- E mail Builder. Selecting an electronic mail constructing instrument that has listing segmenting capabilities, an intuitive design interface, and an inexpensive ship restrict to your pipeline would be the prime priorities you may wish 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 just a little additional time to get it excellent through the use of a subject line testing tool.
HubSpot’s Email Marketing Tool is a good place to start out constructing customized electronic mail sequences that concentrate on your prospects or clients.
How lengthy ought to an electronic mail sequence be?
There is not any set size for an electronic 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 what you are promoting. It’ll additionally rely upon what you are hoping to perform with the sequence.
As an instance you might be making a nurturing electronic mail sequence to immediate a prospect to take motion. Such an electronic mail sequence ought to do just a few 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).
- Hold you top-of-mind till they’re prepared to purchase.
You don‘t wish to do an excessive amount of in a single electronic mail, so every electronic mail should be crafted to play an element 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 might 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 “The right way to Put together My Credit score for Shopping for a Home” is far earlier within the course of than somebody who crammed out your contact kind and is not sales-ready.
In different phrases, how lengthy is your purchaser buying 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 provide help to decide how lengthy a sequence needs to be.
The right way to Create an E mail Sequence
Now that you’ve an concept of what electronic mail sequences are, the conditions during which you‘d use one, and the way lengthy a sequence can/ought to final, let’s discuss the way to put one in place:
1. Decide the sequence’s goal.
Typically, most electronic 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, for example you wish to construct a simple follow-up sequence designed to transform a dialog right into a demo. On this case, success would imply the prospect reserving a gathering by way of your scheduling software.
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 sales qualified 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 may have your system hand them off to gross sales.
The alternatives for focused experiences are limitless in case you’re strategic about it.
2. Establish the enrollment standards (or set off) for the sequence.
Automation software program cannot learn minds (but?); similar to any instrument, now we have to inform it when and the way to work.
That is the place enrollment standards are available in. If you arrange your sequence, you may specify the situations that should 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 should utilize extra superior standards in case your automation software program permits it. Examples of triggers embody:
- When a contact fills out a kind
- When a contact visits a selected 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 information in your CRM is dependable, you could possibly automate round it. (When you’re utilizing HubSpot, you can find more information about HubSpot’s enrollment criteria 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 have to get strategic in regards to 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 wish to have twice-a-week touchpoints, I would have to map out round eight emails. This gives 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 may think about fewer emails earlier than sending your self a reminder to succeed in out by telephone (sure, this may be automated too).
4. Write the emails for the sequence.
After 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 can assist you out:
Needless to say every electronic mail will likely be despatched to a number of prospects, seemingly at totally different occasions. Your emails needs to be evergreen, and the data you embody needs to be common sufficient to use to any prospect who suits the standards you set. Nonetheless, personalization tokens will be added to supply 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 goal. Do not water down the message by overloading every electronic mail with data. By retaining it to at least one goal, one objective, and one call-to-action, you eradicate 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 getting all of your emails in textual content kind, it is time to put them within the system.
- With gross sales emails, it is usually 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 method, you can copy and paste your textual content into your electronic mail builder. Putting 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, the way to execute the duties you need it to. This contains:
- Specifying the enrollment standards you selected.
- Designating which actions (e.g., electronic 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 ensure you’re not taking something with no consideration or leaving stones unturned as you create these “directions.”
Listed below are some sources for working with HubSpot’s automation instrument:
7. Take a look at the sequence.
When you’re in a position to, 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 can even ship check emails. You will wish to make sure the emails look good throughout units and whether or not the personalization tokens are functioning appropriately.
Take it from me — testing helps save a number of heartache.
The success behind this sequence comes from its capacity to affect the psyche of your prospect. Pleasure, gratefulness, and remorse are highly effective emotions that may immediate folks towards actionable steps.
The next sequence attracts in prospects by catering to their satisfaction, 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 agency in the healthcare industry, the vast majority of our shoppers are docs or dentists. Step one we take on this sequence is to search out information tales that point out docs. As soon as we will safe a listing, we attain out to congratulate them. Not solely does this heat up the preliminary electronic mail and catch their consideration, but it surely additionally performs on their satisfaction.
Many equate a information point out with success, and chances are high, your prospects do too. They are going to seemingly be happy 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 electronic mail notifications for explicit key phrases. Making a Google Alert is easy. Sort the key phrase and save the alert to ship it to your electronic mail deal with.
Within the instance beneath, we observe the key phrase “orthopedic surgical procedure.” After getting into the key phrase and my electronic mail deal with, 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 instrument to make use of when monitoring information subjects. It’s a house the place you may privately set up and analysis subjects related to you. It’s an alternate instrument Feed the Company makes use of to find docs 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 inside the platform.
For instance, an internet site we comply with 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 email templates builder from 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 comply with business information. Not too long ago, I observed that you’ve got [insert company action].
Normally, when that occurs, [insert business issue] turns into a precedence. That is why I assumed you may be eager about discovering out how we helped [similar firm] get going shortly of their new path — with none of the everyday cookie-cutter approaches to advertising and marketing.
P.S. When you’re not the appropriate 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 comply with up with a second electronic mail.
Step 3: Ship a follow-up electronic mail with useful content material customized to their business.
When you can add worth to somebody’s life or career, it’s going to 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 instrument we use to assist shoppers differentiate themselves.
This is what that may appear like:
Free doctor branding instrument
Good day Dr. [Last name],
I‘m following up on my earlier electronic mail with a free instrument I believe you’ll love.
It is a model evaluation survey I created only for you (actually, your identify is on it) that may provide help to perceive how your observe is totally different from different docs in [insert their city].
Click on right here [add hyperlink to survey] to start the model differentiation evaluation survey. After we converse, I will benchmark your responses in opposition to the highest doctor manufacturers across the nation.
I am sharing my calendar (click here) so we will schedule a handy time to debate.
Get pleasure from your weekend,
Add names at any time when doable. Including a health care provider’s identify to the survey precipitated our response charges to skyrocket. Though it was a small tweak, personalization is a robust instrument. If this electronic mail fails to drive prospects to answer or guide time on my calendar, I’ll ship a second follow-up electronic mail utilizing the “Attempting to Join” electronic mail template.
Step 4: Ship the “Attempting to Join” electronic mail template.
For prospects who’ve but to reply, I’ll comply with up with this electronic mail template:
Attempting to attach
Hello Dr. [Last name],
I‘m sorry we haven’t been in a position to join. Once more, I understand how hectic issues can get at work and with household.
I might 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 wish to provide help to handle your group so you may exceed your objectives of [insert custom goals].
To schedule a time on my calendar, simply click here.
This single electronic mail has the very best response fee of all of the templates. Why? We will’t say for sure; nonetheless, providing prolonged hours might be the important thing.
With out mentioning express hours, prospects may mechanically assume that scheduling occasions can be throughout their enterprise hours. Providing occasions 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 wish to ship a remaining electronic mail that prompts them to reply. We deal with this with our remaining comply with up, the place we ask for permission to shut the file.
Permission to shut your file?
Hello Dr. [Last name],
I am writing to comply with up. We’re within the technique of closing information this month.
Sometimes, after I haven‘t heard again from somebody, it means they’re both actually busy or aren’t . When you aren’t , do I’ve permission to shut your file?
If you’re nonetheless , what do you suggest as a subsequent step?
Thanks to your assist.
This electronic mail performs properly. Why? I believe it’s a mixture of two issues. One, it might be FOMO or concern of lacking out. Nobody needs 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 may leap on it. Frankly, I’m not solely certain. 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 in a position to 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 email templates tool permits you to 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 provide help to perceive what templates are performing greatest versus what wants enchancment. With out this instrument, it will be exceedingly tough to make selections as a result of lack of knowledge.
The return on this sequence has been great, however we’re nonetheless early within the course of. We’ll proceed to check these templates till we uncover the “excellent” electronic mail.
We have been in a position to shut $100,000 in simply 30 days. These templates provide the potential to get comparable outcomes. Attempt it out. Create a free HubSpot account, open the email templates tool, and click on ship.
E mail Sequence Examples
Whereas we despatched a follow-up electronic mail sequence, there are just a few varieties of sequences you may ship to interact your prospects.
1. Nurturing E 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 electronic mail in a nurturing sequence from Moment:
This electronic mail sequence is greatest for firms which have quick gross sales cycles, like many shopper packaged items and even easy B2B digital applied sciences.
To have one of the best outcomes with a nurture email sequence, you‘ll wish to give attention to educating your prospects moderately than promoting to them. This builds belief and familiarity between your model and the recipient. After they’re prepared to purchase, you may be prime of thoughts.
2. Engagement E mail Sequence
An engagement electronic mail sequence makes use of electronic mail to construct rapport with prospects. The concept is to get them engaged along with your content material to construct curiosity and preserve your group prime of thoughts.
One of these sequence may provide help 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 electronic mail in an engagement sequence from A Kids Book About:
The engagement electronic mail sequence works properly for manufacturers which have frequent occasions. These emails are greatest 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 needs to be despatched after there was significant engagement on previous electronic mail sequences.
3. Conversion E 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 you’ll focus the whole 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 Local:
SaaS firms and different service suppliers who depend on reserving calls and demos to shut offers will discover worth in a conversion electronic mail template. One of these electronic mail needs to be the ultimate one in your electronic mail sequence as a result of it now not educates or conjures up the prospect — as an alternative, it asks for his or her time.
So, make certain this electronic mail sequence is reserved for individuals who have opened, engaged, and even responded to previous emails.
4. Comply with-Up E mail Sequence
Simply because a prospect would not reply to a sales outreach email doesn‘t imply they’re not . They might want just a few “impressions” earlier than noticing and taking motion.
A follow-up email sequence loops again and touches base along with your prospect after just a few outreach makes an attempt. That is so gross sales reps can cut back the variety of guide emails they ship and the admin work they need to do.
Nearly each enterprise can profit from a follow-up electronic mail sequence. When 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 appropriate path.
One of these electronic mail sequence works properly when it is customized and empathetic — assume constructive intent and genuinely relate to the particular person on the opposite facet of the inbox.
5. Reminder E 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 please that particular person (and probably earn their enterprise). Nonetheless, you may’t present that delight if the lead forgets to point out up.
Little reminders can go a good distance in attendance fee over time, growing the variety of alternatives you may have “at bat,” so to talk.
Reminder emails are a low-friction approach to make sure that the lead would not neglect in regards to the occasion or appointment and likewise present them with any mandatory 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 are a greatest observe when speaking with potential clients. The important thing to creating these sequences work is to maintain the topic line easy, the copy simple, 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 E mail Sequence
To get outcomes from electronic mail as a channel, you naturally want a wholesome database. Over time, nonetheless, electronic mail addresses change and prospects lose curiosity.
The typical electronic mail database loses contacts at round 25% per yr, so even in case you‘re producing new leads at a fast fee, 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 may deploy a re-engagement sequence. One of these marketing campaign’s objective is to immediate the person to open emails and take some form of motion; in any other case, the result’s you eradicating them out of your database. It will provide help to preserve your electronic mail listing wholesome and correct.
Instance of an electronic mail in a re-engagement sequence from Return Path:
In case your model sees a possibility to nurture prospects with a nurture electronic mail sequence, you then‘ll wish to make certain your messages aren’t going to the fallacious particular person, or worse, bouncing. It may appear counterintuitive to deliberately ask folks to decide out of your electronic mail subscription, however it could actually do wonders to your engagement metrics.
Fairly than having a bloated listing of contacts, you may turn into laser-focused on the people who’re within the electronic mail content material they obtain out of your firm.
E mail Sequence Finest Practices
Irrespective of the form of electronic mail sequence you are creating, there are some greatest practices you’ve got to bear in mind to make sure that you get one of the best outcomes doable. Listed below are 5 of them:
1. Set SMART objectives.
Earlier than beginning an electronic mail sequence, ask your self: What do I wish to obtain with this?
All electronic mail sequences have objectives. For instance, a lead nurturing electronic mail sequence ought to provide help to construct relationships along with your clients, whereas an deserted cart electronic mail sequence ought to enhance gross sales.
When setting objectives to your sequences, make certain they’re SMART — Particular, Measurable, Achievable, Related, and Time-bound. This framework ensures that you just set practical 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 a substitute, you may wish to create an overview, which is able to provide help to decide what number of emails will likely be in every sequence.
Take a while out for a brainstorming session. Write down every little thing you wish to embody in your emails. In case your concepts really feel in all places, that‘s regular. Get them out first. You’ll kind by way of them later.
If you‘re finished writing out your concepts, group comparable subjects into classes. For instance, in case you’re instructing your subscribers the way to do one thing, take into consideration crucial factor they should learn about that matter and work backward from there within the following emails.
If you’re pleased with the best way your sequence is organized, you can begin writing the content material.
Observe: Your preliminary define may want tweaks as you craft your emails. That‘s okay. Outlines aren’t meant to be excellent; they’re meant to offer you a transparent path as you craft the e-mail sequence.
3. Write evergreen content material.
The wonderful thing about electronic mail sequences is that you just don’t have to jot down variations of the identical electronic mail to create them. As a substitute, make your electronic mail content material evergreen and related to everybody within the buyer section that’ll obtain the sequence.
Which means you’ll have to keep away from fashionable jokes or data that gained’t be related within the subsequent couple of months. When you embody these, you’ll need to 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 approach 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 enormously influences their choice to open them.
Writing a great email subject line is difficult since you need it to be concise, but attention-grabbing. It ought to make an excellent first impression and persuade your subscribers to learn the emails, as an alternative of deleting them.
A good way to understand how efficient your topic traces are is to run A/B assessments along with your electronic mail automation software program. These assessments will present you which ones topic traces have greater open charges so you may replicate them.
5. Embody 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 electronic mail sequences. Irrespective of the form of electronic mail sequence you ship out, it is best to at all times embody 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 electronic mail sequence, embody a CTA equivalent to “Proceed buying” or “Return to cart” to information clients again to your web site to finish the acquisition. When you don’t embody this CTA, they’ll shut the e-mail and neglect in regards to the cart fully.
6. Take a look at all features of your electronic mail sequence.
Earlier, we talked about that you may check your electronic mail topic line to extend your open charges, however you don’t need to cease there. You’ll be able to truly check each facet of your electronic mail sequence, together with your CTAs, design parts, electronic mail physique copy, and the variety of emails in a sequence.
Operating break up assessments on these electronic mail parts will assist which of them resonate most along with your viewers and encourage them to take motion. When you’ve got this knowledge, you’ll be capable of enhance the efficiency of your electronic mail sequences — which, in flip, will increase your conversions and scales what you are promoting.
Create Your Personal E mail Sequence
E mail sequences can nurture your leads into turning into clients with out the work of writing a brand new electronic mail every now and then. Take from the examples above and get began with your personal sequence to start out profitable over clients.
Editor’s observe: This submit was initially printed in Could 2019 and has been up to date for comprehensiveness.