The E mail Sequence That Earned Us $100,000 in 30 Days

Consequently, we constructed a follow-up e-mail sequence.

In different phrases, for those who construct your emails out beforehand and set it up with e-mail advertising automation, you may comply with 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 e-mail sequence — utilizing the free E mail Templates software from HubSpot Gross sales — that generated $100,000 in 30 days. Our complete income elevated by 215% since we began sending these templates in a sequence.

To create an efficient e-mail sequence, you may want a number of instruments to get began:

• Lead Technology Kind: Earlier than you think about your content material, the platform you may use, or how you may phase your lists, you may need to determine how you may acquire the knowledge you obtain from these emails. Consider it as working backward from the tip objective of sending the e-mail.
• E mail Builder: Selecting an e-mail constructing software that has record segmenting capabilities, an intuitive design interface, and an affordable ship restrict to your pipeline would be the high priorities you may 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 software.

HubSpot’s E mail Advertising Device is a good place to begin constructing personalised e-mail sequences that concentrate on your prospects or prospects.

Strive HubSpot’s E mail Advertising Device Free

As an example you might be making a nurturing e-mail sequence to immediate a prospect to take motion. Such an e-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 trade (and thus make you their supplier of alternative after they’re prepared to purchase)
• Preserve you top-of-mind till they’re prepared to purchase

You do not need to do an excessive amount of in a single e-mail, so every e-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.

However the variety of emails and length of time will depend upon a number of elements. 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 looking 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 “Learn how to Put together My Credit score for Shopping for a Home” is way 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 purchasing round, the place are they at in that course of primarily based on what you already learn about them (actions they’ve already taken in your website), and what info do you want them to know throughout that point? Understanding these elements will enable you decide how lengthy a sequence must be.

Learn how to Create an E mail Sequence

Now that you’ve got an thought of what e-mail sequences are, the conditions by which you’d use one, and the way lengthy a sequence can/ought to final, let’s discuss the right way to 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. Nevertheless, there are numerous 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, as an instance 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 means of 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 info 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 countless 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 software, now we have to inform it when and the right way to work.

That is the place enrollment standards is available in. Whenever 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 e-mail sequence, it may be so simple as manually enrolling them utilizing your CRM or e-mail advertising software program.

Alternatively, you should use 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 plenty of extra. In case your CRM information it, and if the information in your CRM is dependable, you could possibly automate round it. (If you happen to’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 isn’t any set timeframe or variety of emails. You may have to get strategic concerning the touchpoints which are 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 have to map out round 8 emails. This gives a framework to plan the messaging essential to get the prospect from A to B.

Alternatively, if it is a follow-up e-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.

Upon getting your framework and you’ve got outlined which emails are wanted, it is time to get pen to paper.

Listed below are some sources that will help you out:

Needless to say every e-mail will probably be despatched to a number of prospects, seemingly at completely different instances. Your emails must be evergreen, and the knowledge you embody must be common sufficient to use to any prospect who suits the factors you set. Nevertheless, personalization tokens may 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 e-mail ought to have one objective. Do not water down the message by overloading every e-mail with info. By holding it to 1 objective, one objective, and one call-to-action, you get rid of confusion and improve the chance of success. You possibly can 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 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’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.

Think about this a part of the method as instructing your automation software program, step-by-step, the right way to execute the duties you need it to. This contains:

• 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 ensure you’re not taking something without any consideration or leaving stones unturned as you create these “directions.”

Listed below are some sources for working with HubSpot’s automation software:

7. Take a look at the sequence.

If you happen to’re capable of, it helps to check the sequence earlier than launching to see if it behaves the best way you count on it to. You are able to do this by setting it stay and enrolling your self.

Alternatively, it’s also possible to ship check emails. You may need to make sure the emails look good throughout units and whether or not the personalization tokens are functioning accurately.

Take it from me — testing helps save plenty of heartache.

The success behind this sequence comes from its skill to affect the psyche of your prospect. Delight, gratefulness, and remorse are highly effective emotions that may immediate folks in direction of actionable steps. The next sequence attracts in prospects by catering to their delight, gives them with content material they are often grateful for, and leaves them with emotions of remorse in the event that they miss the chance.

Able to see this sequence in motion? Here 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 trade, nearly all 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 will safe an inventory, we attain out to congratulate them. Not solely does this heat up the preliminary e-mail and catch their consideration, nevertheless it additionally performs on their delight. Many equate a information point out with success, and chances are high, your prospects do too. They’ll 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 lets you monitor the net and obtain e-mail notifications for specific key phrases. Making a Google Alert is straightforward. Kind the key phrase and save the alert to ship it to your e-mail handle.

Within the instance under, we monitor the key phrase “orthopedic surgical procedure.” After coming into the key phrase and my e-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 software to make use of when monitoring information subjects. It’s a house the place you may privately manage and analysis subjects related to you. It’s an alternate software 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 inside the platform.

For instance, an internet site we comply with in our trade 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 prospects. 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 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.

Here is our best-performing preliminary e-mail template:

Step 3: Ship a follow-up e-mail with useful content material personalised to their trade.

If you happen to can add worth to somebody’s life or career, it’ll 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 precious branding survey software we use to assist purchasers differentiate themselves.

Here is what which may appear like:

Add names at any time when 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 software. If this e-mail fails to drive prospects to answer or guide 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 comply with up with this e-mail template:

This single e-mail has the best response price of all of the templates. Why? We are able to’t say for sure; nonetheless, providing prolonged hours may very well be the important thing. With out mentioning express hours, prospects may routinely 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 e-mail template.

When struck with silence, you need to ship a ultimate e-mail that prompts them to reply. We deal with this with our ultimate follow-up the place we ask for permission to shut the file.

This e-mail performs nicely. Why? I feel it’s a mix 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 possibility.

Two, some folks need what they will’t have. As soon as a possibility feels prefer it’s about to slide away, some prospects may bounce 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 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 software lets you measure open charges and click on charges. At Feed. The Company, we always measure e-mail efficiency and make enhancements as we see match.

Measuring e-mail efficiency will enable you perceive what templates are performing greatest versus what wants enchancment. With out this software, it might be exceedingly tough to make selections because of the lack of information.

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 had 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 software, and click on ship.

E mail Sequence Examples

Whereas we despatched a follow-up e-mail sequence, there are a number of sorts of sequences you may ship to have interaction 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 e-mail in a nurturing sequence from Second:

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This e-mail sequence is greatest for corporations which have brief 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 e-mail sequence, you may need to give attention to educating your prospects quite than promoting to them. This builds belief and familiarity between your model and the recipient. Once they’re prepared to purchase, you may be high of thoughts.

2. Engagement E mail Sequence

An engagement e-mail sequence makes use of e-mail to construct rapport with prospects. The thought is to get them engaged along with your content material to construct curiosity and maintain your group high of thoughts. One of these sequence may enable you establish engaged subscribers who open, click on, and take motion on emails so as to enroll them in different sequences tailor-made to their particular journey.

Instance of an e-mail in an engagement sequence from A Youngsters Guide About:

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The engagement e-mail sequence works nicely for manufacturers which have frequent occasions. These emails are greatest used as soon as the connection has been established and the recipient seems 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 E mail Sequence

This sequence is used while you’re asking one thing of your prospect (e.g., reserving a name or assembly, or scheduling a demo). Which means that you may focus your complete copy round a single call-to-action, and you may use the sequence to get the recipient to take that motion.

Instance of an e-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 e-mail template. One of these e-mail must be the ultimate one in your e-mail sequence as a result of it not educates or evokes the prospect — as a substitute it asks for one thing, their time. So, make certain this e-mail sequence is reserved for many who have opened, engaged, and even responded to previous emails.

4. Observe-Up E mail Sequence

Simply because a prospect would not reply to a gross sales outreach e-mail doesn’t suggest they are not . They might want a number of “impressions” earlier than noticing and taking motion. A follow-up e-mail sequence loops again and touches base along 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 admin work they need to do.

Template Supply

Nearly each enterprise can profit from a follow-up e-mail sequence. If you happen to discover your prospects have had in any other case nice engagement and open charges however nonetheless have not taken motion on a conversion e-mail sequence you’ve got already despatched, a follow-up message could be a nudge in the appropriate course. One of these e-mail sequence works nicely when it is personalised and empathetic — assume optimistic intent and genuinely relate to the individual 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 thrill that particular person (and presumably earn their enterprise). Nevertheless, you may’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 essential logistical particulars.

Instance of an e-mail in a reminder sequence from Dyspatch:

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Reminder emails are much like follow-up e-mail sequences in that they seem to be a greatest observe when speaking with potential prospects. The important thing to creating these sequences work is to maintain the topic line easy, the copy easy, and the decision to motion outstanding. 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 e-mail as a channel, you naturally want a wholesome database. Over time, nonetheless, e-mail addresses change and prospects lose curiosity. The typical e-mail database loses contacts at round 25% per yr, so even for those who’re producing new leads at a fast price, you may 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 consumer to open emails and take some type of motion; in any other case, the result’s you eradicating them out of your database. This can enable you maintain your e-mail record wholesome and correct.

Instance of an e-mail in a re-engagement sequence from Return Path:

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In case your model sees a possibility to nurture prospects with a nurture e-mail sequence, then you definitely’ll need to make certain your messages aren’t going to the incorrect individual, or worse, bouncing. It might sound counter intuitive to deliberately ask folks to decide out of your e-mail subscription, however it may well do wonders to your engagement metrics. Quite than having a bloated record of contacts, you may turn into laser centered on the people who’re within the e-mail content material they obtain out of your firm.

Create Your Personal E mail Sequence

E mail sequences can nurture your leads into changing into prospects with out the work of writing a brand new e-mail from time to time. Take from the examples above and get began with your individual sequence to begin successful over prospects.

Editor’s notice: This put up was initially revealed in Might 2019 and has been up to date for comprehensiveness.