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Increase Your Sales with Email Sequencing

Most small businesses get 90% of new customers through referrals. If they had more time, they could generate leads through inbound marketing, and if they had more money, they could buy more than $30,000 in advertising or sponsorship. But as time and money are limited, they should take advantage of new opportunities…

The return on investment of email marketing can reach up to 3,800%, which generates up to 38 euros in a turnover of 1 euro spent. An email sequence adds even more value due to the time savings. In addition, they generate 320% more revenue than non-automated email sequences.

But what is the email sequence?

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

There are different types of email sequences depending on the result you want to receive.

a so-called development sequence

A so-called growth sequence presents possibilities for your company. Maybe they downloaded an eBook or opted for a content deal, but they just aren’t ready to sell. A streak like this is designed to get them there by providing social proof, addressing objections, and establishing the value of your offer.

an engagement email sequence

An engagement email sequence uses email to build a relationship with your prospects. The idea is to incorporate them into your content to generate interest and get your organization noticed. This type of sequence can help you identify engaged customers who open, click, and act on emails so you can enroll them in other sequences tailored to their specific journey.

an email conversion sequence

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

a follow-up email sequence

It’s not because prospects don’t respond to sales prospecting emails that they’re not interested. They may require a few “impressions” before they can function. Through a sequence of follow-up emails, it goes back and hits your potential base after a few outreach attempts. This way sales reps can reduce the number of manual emails they send and the administrative work they do.

a reminder email sequence

Whether signed up for a potential webinar or just landed a spot for an event, your organization has a chance to keep your prospect happy (perhaps winning the market). However, you cannot offer this pleasure if the prospect forgets to introduce himself. Reminders can have a huge impact on participation rates over time, increasing the number of opportunities.

Reminder emails are a way to ensure that the prospect doesn’t forget the event or appointment and also provides them with all the necessary logistical details.

a re-engagement email sequence

To get results from email as a channel, you need a healthy database. However, email addresses can change and prospects lose interest. The average email database is losing about 25% of contacts per year, so even if you rapidly generate new leads, you’ll find asymmetric data from indifferent or old contacts.

To win back some of these contacts, you can sequence the engagement again. The goal is to trick the user into opening the email and taking action, otherwise the end result is that they will be removed from your database. It helps you keep your mailing list healthy and focused.

How long does the email sequence last?

As for the duration of your email sequence, there is no ideal duration. This will depend on several factors such as the personality of the buyer, the phase of the buyer’s purchase, the average length of the sales cycle, and what you want to achieve with your streak.

Let’s say you create an email sequence to get the probability to take an action. Such a sequence should do several things:

  • Educate them during their shopping trip;
  • deal with any objections that may arise along the way;
  • Establish their authority and credibility in the market (and therefore their supplier of choice when they are ready to buy);
  • Keep this in mind until they are ready to buy.

Don’t want to do too much in one email? Every email should be designed to play a role in helping you get prospects where they are where you want them.

But the number and duration of emails varies depending on several factors. For example, a first-time home buyer may begin his buying journey years before attempting to secure a mortgage, while someone seeking emergency HVAC repair is prepared to act immediately (no more. The treatment sequence would not be needed at all). Also, if someone who downloaded an eBook for “How to Build My Credit to Buy a Home” is much earlier in the process than the person who filled out your contact form and isn’t ready to sell? Is.

In other words, how long your buyer has been shopping for, where they are in the process based on what you already know about them (they’ve already taken action on your site) and to learn about it. What information do you need for that? 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 ‚Äč‚Äčemail sequences, when you can use one, and how long a sequence should last, here’s how to set it up.

target your streak

Most email sequences (especially those created in the context of sales) have a broader goal of getting new business. There are many ways to “win new business” and context is key to getting the right message across at the right time. Understanding your reasons will help you structure your automation logic, draft your 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 would mean that the prospect books a meeting through your scheduling software.

Alternatively, you might want to launch an automated campaign after you’ve downloaded an eBook or content offering. To be successful, this will mean converting them to SQL so that you can provide them with information and the ability to take action and meet your SQL criteria. Once they do, you can instruct your system to send them to the sale.

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

Identify the trigger criteria for your sequence

Automation software can’t read your customers mind, at least for now, like any tool, we have to tell them when and how to operate.

This is where the registration criteria come in. When you set up your sequence, you specify the conditions that must be met for automation to occur. For sales tracking email sequences, it can be as simple as entering them manually with your CRM or email marketing software.

If your automation software allows it, you can use the more advanced Criteria. Examples of triggers are:

  • When someone fills out the contact form;
  • When a contact visits a particular page;
  • When a contact enters a new phase of the life cycle;
  • When a contact takes an appointment.

and many more. If your CRM records this, and your CRM data is reliable, you may be able to automate it.

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

As mentioned, there is no time limit or number of emails set. You need to strategically define the required touchpoints and their frequency.

For example, if I know that the average sales cycle for my buyer persona is 30 days and I want to have touch points twice a week, I should schedule about 8 emails. It provides a framework to plan for sending the required message and to move the prospect from one stage to the next.

On the other hand, if it’s a sequence of follow-up emails from a face-to-face conversation, you might consider getting fewer emails before sending yourself a reminder to contact yourself. By phone (this can also be automated) )

Compose your sequence emails

Once you’ve got the required number of emails, it’s time to go from pen to paper and write the email sequence.

Each email will be sent to multiple potential customers, possibly at different times. Your emails must be permanent, and the information you include must be universal enough to be applicable to any prospect who meets the criteria you set.

The balance between the universal and the specific is how you can grow, while still making each possibility feel like you’re speaking directly to them.

Another tip: Every email should have a purpose. Don’t overload every email with information. By having 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 one of them is doing too much work on its own.

Create Emails for Your Sequence Using Software

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

  • With sales email, it’s often best to keep it simple, like a representative personally sending a message from their inbox;
  • There is more room for flair and eye-catching branding in email marketing.

You can copy, paste your text into the email generator. Putting them in your system lets you tell your automation software what to send.

Configure automation of your sequence

Think of this part of the process as how your automation software, step by step, performs the tasks you want. It also includes:

  • Specify the registration criteria as decided by you;
  • the designation of the works to be performed and when;
  • Configure the time elapsed between each action, what to do if a specific scenario occurs.

Automation software is extremely literal, make sure you don’t take anything for granted or overlook anything when creating these “instructions”.

test your sequence

It’s useful to test the sequence before launching it to see if it behaves as you expect. You can do this by uploading and registering yourself.

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

Best email marketing rankings:

  1. For example find out the possibilities mentioned in the news;
  2. You can send them an email congratulating them on their media coverage;
  3. Then a follow-up e-mail customized and relevant to their market;
  4. send email template with “Try to connect”;
  5. Finally, send “Authorization to close your file” which is the follow-up email template;
  6. You improve email templates based on the performance you measure for each.

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