An email sequence is a series of emails sent to a prospect, user, or customer, delivered automatically using software based on predetermined criteria.

It is a very powerful technique for commercial prospecting and sales which presents in particular interesting opening rates, provided that it is carried out well, within the framework of a considered marketing strategy.

So, you just have to create your prospecting emails, and choose an emailing sequence template on an email marketing automation software like Hubspot, for example, configure your choices, and you can finally follow your leads and prospects continuously and have an effective and uninterrupted communication with them, without having to press again and again on the button “Send” of your mailbox.

We will see in the rest of this article through which business goals these email sequences can be used and how to create an email sequence.

What types of marketing goals for email sequences?

There are several types of email sequences to engage your prospects that serve different and specific marketing goals .

Here are a few examples:

1-? “Nurturing” e-mail sequence
The goal of a nurturing sequence is to introduce your business to prospects. They might have downloaded one of your eBooks or opted for a content deal, but they’re not ready to buy yet. A nurturing sequence aims to gradually bring them to the act of buying by providing them with, for example, an element of social proof, or by showing the Cambodia WhatsApp Number List unique value of your product and the way in which it can solve the prospect’s problem.

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2-? Sequence of engagement emails
An engagement email sequence uses the email to build a relationship with your prospects and potential buyers. The idea is to involve them in your content to spark their interest and make sure it keeps your business name in mind. For example, this type of sequence can help you identify engaged subscribers who open your emails so that you can enroll them in other sequences suited to their specific journey.

3-? Conversion email sequence
This type of sequence is used when you want to see some of your prospects take a specific action, such as attending a demo, meeting, or making an appointment for a phone call. So you need to orient the entire text of your email around a single call to action, and your entire sequence is aimed at getting the recipient to take that action in the first place.

4-? Sequence of follow-up emails
Just because a prospect doesn’t respond to a prospecting email doesn’t mean they’re not interested in your offer. He may need time, thought, and evidence before taking action or leaving a comment.

Sequence of reminder emails

Whether a lead has booked a demo or signed up for a webinar, your business has a real chance to win over that person and maybe even convert them into a customer. However, your hopes will go up in smoke if your lead forgets to introduce themselves. Small, timely reminders can have a big impact on your event attendance rate over time, and necessarily increase the number of opportunities available to your sales team.

Reminder emails are a frictionless way to make sure that a lead or prospect doesn’t forget the event or date they need to attend.

6-? Sequence of re-engagement emails
In order to get results through your email marketing channel, you naturally need a healthy database. Over time, however, email addresses change and prospects move on. It is estimated that an average email database loses about 25% of its contacts each year.

To win back or relaunch some of these contacts, you can deploy a re-engagement sequence. The goal of this type of campaign is to trick the user into opening emails and taking a specific action. If nothing happens, you will need to delete these outdated contacts from your database, in order to keep your mailing list healthy and accurate.

How to create an email sequence
Now that you have an idea of ​​the different ways to use an email sequence, let’s see how to set one up in 6 steps:

Determine the goal of your streak

Most email sequences, and especially those created in a sales context, are aimed at closing deals and making sales. However, there are many ways to get it right, and context and timing are key to getting the right message across at the right time. Understanding your primary goal will help you structure your automation logic, draft your emails, and measure the success of your sequence.

For example, suppose you want to create a follow-up sequence for the purpose of converting a phone conversation into a demo. For your operation to be successful, your prospect must book a meeting for a demonstration through your planning or event management software.

Or maybe you want an automated nurturing campaign to kick in after you download an eBook or content offering. To achieve your goal and transform your lead into SQL (Sell Qualified Lead), you need to provide him with relevant information so that he later performs the desired action, which will meet your SQL criteria.

In fact, the opportunities for focused experiences are almost endless with email sequences, if you push the strategic side of the subject all the way.

2-? Identify the registration criteria (or trigger) of the sequence.
Automation software unfortunately can’t read prospects’ minds, so like any tool, it’s up to you to tell them when and how to work.

This is where the registration criteria come in. When you set up your sequence, you must specify the conditions that must be met for automation to occur. For a sequence of sales follow-up emails, this can be as simple as entering those sales references manually into your CRM or email marketing software.

Determine the duration of the sequence and the number of e-mails required

When it comes to email sequence, there is no time limit or number of emails set. It is up to you to determine the strategic points of contact and their frequency.

For example, if you know that the average sales cycle for your buyer persona is around thirty days, and you want to have two touchpoints per week, you will need to plan something like 8 emails in total. This provides you with a framework to schedule all the messaging that is going to be necessary to get the prospect from A to Z.

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