▷ Increase Your Sales With Email Sequences

Most small businesses get 90% of new customers from referrals. If they have more time, they can generate leads through inbound marketing, and if they have more money, they can buy more than $30,000 in advertising or sponsorship. But time and money are limited, they must seize the new opportunities …

The ROI from email marketing can be up to 3800%, generating up to $38 in revenue for every $1 spent. Email sequencing adds more value due to the time it saves. In addition, they generate 320% more revenue than non-automated email sequences.

But what is email sequencing?

It is a series of emails sent to a potential customer, user or customer automatically thanks to the automation software according to predetermined criteria such as a deadline or an action in progress.

There are different types of email sequences depending on the results you want to achieve.

The development sequence is called

The so-called development sequence presents prospects for your business. They might have downloaded an e-book or signed up for a content deal, but they’re not ready to sell yet. A sequence like this is designed to get them there by providing social proof, handling objections, and proving the value of your offer.

Email sequence to share

Email Engagement Sequence uses email messages to build a relationship with potential customers. The idea is to involve them in your content to generate interest and keep your organization on top of your interests. This type of sequence can help you identify engaged subscribers who open, click, and act on email messages so that you can enroll them in other sequences tailored to their specific journey.

Convertable email sequence

This sequence is used when you ask a potential customer for something (for example, to book a call or a meeting). This means that you route your entire email copy around a single call to action and use the sequence to get the recipient to take that action.

Email follow-up sequence

It’s not because potential customers don’t respond to a business prospecting email that they don’t care. They may need some “feelings” before they act. With a sequence of follow-up emails, it allows you to come back and engage with your potential customer base after several attempts to raise awareness. This is how salespeople can reduce the number of manual emails they send and the administrative work they have to do.

Reminder email sequence

Whether a potential client signs up for a webinar or gets a place at an event, your organization has a chance to satisfy the prospect (maybe you win the deal). However, you cannot offer this remedy if the potential client has forgotten to show up. Reminders can have a huge impact on engagement rate over time, increasing the number of opportunities.

Reminder emails are a way to ensure that a potential customer does not forget the event or appointment, as well as providing them with all the necessary logistical details.

Re-share email sequence

To get results from email as a channel, you need a healthy database. However, email addresses can change and potential customers lose interest. The average email database loses contacts about 25% annually, even if you generate new leads at a fast rate, you will get skewed data from indifferent or outdated contacts.

To restore some of these contacts, you can perform a re-sharing sequence. The goal is to trick the user into opening the emails and taking actions, otherwise the end result is that they will be deleted from your database. This helps you maintain the health and accuracy of your mailing list.

How long is an email sequence?

For the duration of your email sequence, there is no perfect duration. This will depend on several factors such as the personality of the buyer, the buying stage of the buyer, the average length of the selling cycle and what you want to achieve with your sequence.

Let’s say you create an email sequence to get a potential customer to take action. This sequence should do several things:

  • educate them throughout their buying journey;
  • Deal with any objections they have along the way;
  • prove your authority and credibility within the market (and thus their preferred resource when they are ready to buy);
  • Keep in mind until you are ready to buy.

Don’t want to do too much in one email? Each email should be designed to play a role so you get the prospect from where they are to where you want them to be.

But the number and duration of emails varies depending on a number of factors. For example, a first-time homebuyer might begin their buying journey years before trying to secure a mortgage while someone seeking an emergency HVAC repair is ready to act right away (thus needing no sequence of care at all). Also, if someone downloaded an e-book for “How to Set Up Credit to Buy a Home” much earlier in the process than the person who filled out your contact form and isn’t ready to sell.

In other words, how long have the buyer been shopping, where are they in the process based on what you already know about them (actions they’ve already taken on your site), and what information do you want them to know about them? Understanding these factors will help you determine the length of your streak.

How to create an email sequence?

Now that you have an idea of ​​what email sequences are, when you can use a sequence, and how long a sequence lasts, here’s how to set it up.

Determine the purpose of the sequence

Most email sequences (especially those created in the context of sales) have a larger purpose of winning new business. There are many ways to “win a new business” and context is important to convey the right message at the right time. Understanding your reasons will help you structure your automation logic, craft emails, and measure success.

For example, you want to create a simple follow-up sequence designed to turn a conversation into a demo. In this case, success means that the client books a meeting through your scheduling software.

Alternatively, you may want to launch an automated campaign after downloading an ebook or viewing content. Being successful means turning it into SQL so that you provide them with the information and ability to take action and meet your SQL standards. Once you do that, you can tell your system to pass it on to sales.

The opportunities for targeted experiences are endless if you are strategic about it.

Define criteria that lead to your sequence

Automation programs can’t read the minds of potential customers at least yet, like any other tool, we have to tell them when and how to work.

This is where the entry criteria come in. When you set up your sequence, you define the conditions that must be met in order for the automation to run. To get a sales follow-up email sequence in place, it can be as simple as registering them manually with a CRM or email marketing software.

You can use more advanced standards if your automation software allows it. Here are some examples of triggers:

  • When a contact fills out a form;
  • when a contact visits a particular page;
  • When a contact enters a new life cycle phase;
  • When a contact makes an appointment.

And much more. If your CRM system records it, and if your CRM data is reliable, you may be able to automate it.

Select the duration of the sequence as well as the number of emails you want to send

As mentioned, there is no set deadline or number of emails. You need to strategically identify the needed focal points and their frequency.

For example, if I know that the average sales cycle for my typical buyer persona is 30 days and I want to get touch points twice a week, I should find about 8 emails. This provides a framework for planning the necessary messages and transferring possibilities from one step to the next.

On the other hand, if it’s a series of follow-up emails from a face-to-face conversation, you can consider receiving fewer emails before sending you a reminder to call. By phone (this can also be automatic).

Write a sequence of emails

Once you have framed the number of required emails, it’s time to move from one pen to another and write down the email sequence.

Each email will be sent to multiple potential customers, likely at different times. Your emails should be permanent, and the information you include should be global enough to apply to any potential customer who meets the criteria you’ve set.

Balancing the global and the specific is how you can expand while making every potential customer feel like you’re talking to them directly.

Bonus tip: Every email should have a purpose. Don’t overload each email with information. By keeping it in one goal and one call to action, you eliminate confusion and increase your chances of success. You can always add more emails if someone does a lot of work alone.

Create a sequence of emails using the program

When you have all your emails in text form, it’s time to put them in the system.

  • With sales emails, it’s often best to keep it simple, such as having a rep send the messages in person from their inbox;
  • Marketing emails have more room for brand flair and eye-catching visuals.

You can copy and paste your text into the email generator. Putting it in your system allows you to tell your automation software what to send.

Configure your own automated sequence

Think of this part of the process as telling your automation program step-by-step how to perform the tasks you want. This includes:

  • Specify the registration criteria on which you have decided;
  • Determining what actions to take and when;
  • Configure the amount of time that must elapse between each action, and what to do when certain scenarios occur.

The automation is very literal, make sure you don’t take anything for granted or ignore anything when creating these ‘instructions’.

Test your sequence

It’s a good idea to test the sequence before you run it to see if it behaves as you expect. You can do this by downloading it and registering yourself.

Alternatively, you can also send test emails. You will need to ensure that emails are displayed correctly on all devices and that the personalization tokens are working properly.

Best Email Marketing Sequence:

  1. Look for prospects mentioned in the news for example;
  2. You can send them an email to congratulate them on their media coverage;
  3. Then follow up with a follow-up email that is tailored and relevant to their market;
  4. Send email template with “Try to contact”;
  5. Finally, send ‘Permission to close your file’ which is the follow-up email form;
  6. You can optimize email templates based on the performance you measure for each one.

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