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

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 by means of inbound advertising. 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 answer — e-mail sequences.

E mail advertising ROI could 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 will possibly save. As well as, they have been discovered to generate 320% extra income than non-automated emails.

Because of this, we constructed a follow-up e-mail sequence.

In different phrases, when you construct your emails out beforehand and set it up with e-mail advertising automation, you’ll be able to observe 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 instrument 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 Era Type. Earlier than you take into account your content material, the platform you‘ll use, or the way you’ll phase your lists, you‘ll wish to resolve the way you’ll gather the data you obtain from these emails. Consider it as working backward from the tip purpose of sending the e-mail.
• E mail Builder. Selecting an e-mail constructing instrument that has listing segmenting capabilities, an intuitive design interface, and an affordable ship restrict on 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 e-mail sequence that your readers will see — whether or not they open the e-mail or not. So, take slightly additional time to get it excellent by utilizing a topic line testing instrument.

HubSpot’s E mail Advertising and marketing Device is a good place to start out constructing personalised e-mail sequences that focus on your prospects or clients.

Strive HubSpot’s E mail Advertising and marketing Device Free

As an instance 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 business (and thus make you their supplier of alternative once they’re prepared to purchase).
• Preserve you top-of-mind till they’re prepared to purchase.

You don‘t wish 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 depend upon a number of elements.

For instance, a first-time homebuyer could begin their path to buy years earlier than trying 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 “Learn how to Put together My Credit score for Shopping for a Home” is far earlier within the course of than somebody who stuffed out your contact type 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 find out 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 to decide how lengthy a sequence needs to be.

Learn how to Create an E mail Sequence

Now that you’ve an concept 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 how you can put one in place:

1. Decide the sequence’s goal.

Typically, most e-mail sequences (particularly these created in a gross sales context) have the broader purpose of incomes new enterprise. Nevertheless, 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 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 provide. 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’ll be able to have your system hand them off to gross sales.

The alternatives for focused experiences are limitless when you’re strategic about it.

2. Establish the enrollment standards (or set off) for the sequence.

Automation software program cannot learn minds (but?); identical to any instrument, we have now to inform it when and how you can work.

That is the place enrollment standards are available in. If you arrange your sequence, you may specify the circumstances 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 software program.

Alternatively, you need to use extra superior standards in case your automation software program permits it. Examples of triggers embody:

• When a contact fills out a type
• When a contact visits a specific 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 info in your CRM is dependable, you could possibly automate round it. (For those who’re utilizing HubSpot, you could 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 in regards to the touchpoints which might 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 might must 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 e-mail sequence from a face-to-face dialog, you would possibly take into account fewer emails earlier than sending your self a reminder to achieve out by cellphone (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 here are some assets that will help you out:

Understand that every e-mail might be despatched to a number of prospects, doubtless at totally different instances. Your emails needs to be evergreen, and the data you embody needs to be common sufficient to use to any prospect who matches the factors you set. Nevertheless, personalization tokens could 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 goal. Do not water down the message by overloading every e-mail with info. By conserving it to 1 goal, one purpose, and one call-to-action, you remove confusion and improve the chance of success.

You may at all times 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.

After getting all of your emails in textual content type, 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 and marketing emails, although, have extra room for branding aptitude and crowd pleasing visuals.

No matter your method, you can 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.

Take into account 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 ensure you’re not taking something as a right or leaving stones unturned as you create these “directions.”

Listed here are some assets for working with HubSpot’s automation instrument:

7. Check the sequence.

For those who’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 reside and enrolling your self.

Alternatively, you too can ship take a look at emails. You will wish 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 loads 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 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 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 search 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, nevertheless it additionally performs on their satisfaction.

Many equate a information point out with success, and likelihood is, your prospects do too. They may doubtless be pleased with this point out, and congratulating them will open doorways to establishing a connection.

Google Alerts and Feedly are two assets for monitoring the information. Google Alerts lets you monitor the online and obtain e-mail notifications for specific key phrases. Making a Google Alert is easy. Kind the key phrase and save the alert to ship it to your e-mail tackle.

Within the instance beneath, we observe 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 instrument to make use of when monitoring information matters. It’s a house the place you’ll be able to privately set up and analysis matters related to you. It’s an alternate instrument 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 inside 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 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.

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

Free to talk?

Dr. [Last name],

As a result of I work a lot with [targeted industry], I consistently observe business information. Just 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 likely to be concerned with discovering out how we helped [similar firm] get going rapidly of their new route — with none of the everyday cookie-cutter approaches to advertising.

Take a look at our affected person promoting and model campaigns right here. For those who‘d prefer to be taught extra, let’s arrange a fast name. Schedule quarter-hour right here on my calendar.

Regards,

Matthew

P.S. For those who’re not the appropriate individual to talk with, who do you suggest I speak to?

Sometimes, 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 personalised to their business.

For those who can add worth to somebody’s life or career, it should increase credibility and strengthen the connection. Due to that, this e-mail template at all times drives a ton of responses.

For instance, I ship physicians a useful branding survey instrument we use to assist shoppers differentiate themselves.

This is what which may appear to be:

Free doctor branding instrument

Good day Dr. [Last name],

I‘m following up on my earlier e-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 enable you to perceive how your apply 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 converse, I will 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.

Get pleasure from your weekend,

Matthew

Add names at any time when potential. Including a health care provider’s identify to the survey brought about our response charges to skyrocket. Though it was a small tweak, personalization is a strong instrument. 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 in a position to join. Once more, I understand how hectic issues can get at work and with household.

I’d be obtainable 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 enable you to handle your crew so you’ll be able to exceed your objectives of [insert custom goals].

To schedule a time on my calendar, simply click on right here.

Finest,

Matthew

This single e-mail has the best response fee of all of the templates. Why? We are able to’t say for sure; nevertheless, providing prolonged hours may very well 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 exterior of normal “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 wish 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 technique of closing recordsdata this month.

Sometimes, after I haven‘t heard again from somebody, it means they’re both actually busy or aren’t . For those who aren’t , do I’ve permission to shut your file?

If you’re nonetheless , what do you suggest as a subsequent step?

Thanks on your assist.

Regards,

Matthew

This e-mail performs nicely. Why? I believe 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 chance.

Two, some folks need what they will’t have. As soon as a chance feels prefer it’s about to slide away, some prospects would possibly soar on it. Frankly, I’m not totally positive. My assumption is that they understand, “Oh, I’m by no means going to listen to from this man once more. Possibly I ought to look into the provide…”

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 e-mail templates by measuring their efficiency.

HubSpot’s free e-mail templates instrument lets you 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 enable you to perceive what templates are performing finest versus what wants enchancment. With out this instrument, it might be exceedingly troublesome 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 have been in a position to shut $100,000 in simply 30 days. These templates provide the potential to get related outcomes. Strive it out. Create a free HubSpot account, open the e-mail templates instrument, and click on ship.

E mail Sequence Examples

Whereas we despatched a follow-up e-mail sequence, there are a number of varieties of sequences you’ll be able to ship to interact your prospects.

1. Nurturing E mail Sequence

A nurturing sequence introduces the prospect to your organization. They could have downloaded an e book or opted right into a content material provide, however they aren’t 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:

Picture Supply

This e-mail sequence is finest for firms 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‘ll wish to concentrate on 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 prime of thoughts.

2. Engagement E mail Sequence

An engagement e-mail sequence makes use of e-mail to construct rapport with prospects. The concept is to get them engaged along with your content material to construct curiosity and maintain your group prime of thoughts.

Such a sequence would possibly enable you to determine engaged subscribers who open, click on, and take motion on emails with the intention to enroll them in different sequences tailor-made to their particular journey.

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

Picture Supply

The engagement e-mail sequence works nicely for manufacturers which have frequent occasions. These emails are finest used as soon as the connection has been established and the recipient appears ahead to your emails.

Ideally, an engagement e-mail sequence needs to 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 gathering or scheduling a demo). Because of this you’ll focus your 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. Such a e-mail needs to be the ultimate one in your e-mail sequence as a result of it not educates or evokes the prospect — as an alternative, it asks for his or her time.

So, ensure this e-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 gross sales outreach e-mail doesn‘t imply they’re not . They could 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 scale back the variety of guide emails they ship and the admin work they need to do.

Template Supply

Nearly each enterprise can profit from a follow-up e-mail sequence. For those who 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.

Such a 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 please that particular person (and probably earn their enterprise). Nevertheless, you’ll be able to’t present that delight if the lead forgets to indicate up.

Little reminders can go a great distance in attendance fee over time, rising 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 in addition present them with any obligatory logistical particulars.

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

Picture Supply

Reminder emails are just like follow-up e-mail sequences in that they are a finest apply 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 outstanding.

Bear in mind: The purpose 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, nevertheless, e-mail addresses change and prospects lose curiosity.

The typical e-mail database loses contacts at round 25% per yr, so even when you‘re producing new leads at a speedy 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’ll be able to deploy a re-engagement sequence. Such a marketing campaign’s purpose is to immediate the person to open emails and take some type of motion; in any other case, the result’s you eradicating them out of your database. This may enable you to maintain your e-mail listing wholesome and correct.

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

Picture Supply

In case your model sees a chance to nurture prospects with a nurture e-mail sequence, then you definitely‘ll wish to ensure your messages aren’t going to the unsuitable individual, or worse, bouncing. It may appear counterintuitive to deliberately ask folks to choose out of your e-mail subscription, however it will possibly do wonders on your engagement metrics.

Fairly than having a bloated listing of contacts, you’ll be able to change into laser-focused on the people who’re within the e-mail content material they obtain out of your firm.

E mail Sequence Finest Practices

Regardless of the type of e-mail sequence you are creating, there are some finest practices you’ve to remember to make sure that you get one of the best outcomes potential. Listed here are 5 of them:

1. Set SMART objectives.

Earlier than beginning an e-mail sequence, ask your self: What do I wish to obtain with this?

All e-mail sequences have objectives. For instance, a lead nurturing e-mail sequence ought to enable you to construct relationships along with your clients, whereas an deserted cart e-mail sequence ought to improve gross sales.

When setting objectives on your sequences, ensure they’re SMART — Particular, Measurable, Achievable, Related, and Time-bound. This framework ensures that you simply set practical objectives 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 objectives, don’t dive straight into creating your e-mail sequence simply but. As a substitute, you may wish to create an overview, which is able to enable you to decide what number of emails might 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 all over, that‘s regular. Get them out first. You’ll type by means of them later.

If you‘re completed writing out your concepts, group related matters into classes. For instance, when you’re instructing your subscribers how you can do one thing, take into consideration a very powerful factor they should find out about that subject 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.

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 present you a transparent route as you craft the e-mail sequence.

3. Write evergreen content material.

The wonderful thing about e-mail sequences is that you simply don’t have to put in writing variations of the identical e-mail to create them. As a substitute, make your e-mail content material evergreen and related to everybody within the buyer phase that’ll obtain the sequence.

Because of this you’ll must keep away from stylish jokes or info that received’t be related within the subsequent couple of months. For those who embody these, you’ll need to consistently edit your e-mail sequence — which defeats the aim of saving time whereas offering your clients with a customized expertise.

4. Write efficient topic strains.

The one approach 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 tremendously influences their determination to open them.

Writing a nice e-mail topic line is hard since you need it to be concise, but attention-grabbing. It ought to make a superb first impression and persuade your subscribers to learn the emails, as an alternative of deleting them.

An effective way to understand how efficient your topic strains are is to run A/B exams along with your e-mail automation software program. These exams will present you which ones topic strains have greater open charges so you’ll be able to replicate them.

5. Embody a call-to-action.

In your advertising belongings 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 type of e-mail sequence you ship out, you must 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, when you’re sending out an deserted cart e-mail sequence, embody a CTA resembling “Proceed buying” or “Return to cart” to information clients again to your web site to finish the acquisition. For those who don’t embody this CTA, they’ll shut the e-mail and neglect in regards to the cart fully.

6. Check all elements of your e-mail sequence.

Earlier, we talked about you can take a look at your e-mail topic line to extend your open charges, however you don’t need to cease there. You may really take a look at each side of your e-mail sequence, together with your CTAs, design components, e-mail physique copy, and the variety of emails in a sequence.

Working cut up exams on these e-mail components will assist you already know which of them resonate most along with your viewers and encourage them to take motion. When you’ve this knowledge, you’ll be capable to enhance the efficiency of your e-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 e-mail occasionally. Take from the examples above and get began with your individual sequence to start out successful over clients.

Editor’s word: This submit was initially printed in Could 2019 and has been up to date for comprehensiveness.