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

Electronic mail advertising ROI will be as excessive as 3600%, producing $36 for each $1 spent. An e mail sequence provides much more worth due to the time it might save. Electronic mail sequences have been discovered to generate 320% extra income than non-automated emails.

Like most small companies, we at FEED. The Company beforehand earned 90% of latest purchasers 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 ads or sponsorships.

However we had restricted time and cash. So, we needed to give you a unique answer — e mail sequences.

Because of this, we constructed a follow-up e mail sequence that generated $100,000 in 30 days. I am going to pull again the curtain of that course of (together with the free HubSpot instruments used) in addition to present e mail sequence examples to encourage you to begin creating e mail sequences for your self.

What’s an e mail sequence?

An e mail sequence is a sequence of automated emails which might be despatched routinely to a prospect, consumer, or buyer utilizing automation software program. The emails are despatched based mostly on predetermined standards, similar to a time delay or motion being met. Widespread sequences embrace a welcome e mail sequence, an onboarding e mail sequence, and a lead nurturing e mail sequence.

Why are automated e mail sequences so highly effective? In case you construct your emails out beforehand and set them up with e mail advertising automation, you possibly can comply with up with prospects at scale with out being the one to click on the “ship” button again and again.

At FEED, we constructed our personal follow-up e mail sequence — utilizing the free Electronic mail Templates device 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 Kind. Earlier than you contemplate your content material, the platform you‘ll use, or the way you‘ll section your lists, you‘ll need to determine the way you’ll accumulate the knowledge you obtain from these emails. Consider it as working backward from the tip aim of sending the e-mail.
• Electronic mail Builder. Selecting an email-building device that has record segmenting capabilities, an intuitive design interface, and an inexpensive 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 somewhat additional time to get it excellent by utilizing a topic line testing device.

HubSpot’s Electronic mail Advertising and marketing Instrument is a good place to begin constructing personalised e mail sequences that concentrate on your prospects or clients.

Attempt HubSpot’s Electronic mail Advertising and marketing Instrument Free

How lengthy ought to an e mail sequence be?

There‘s no set size for an automatic e mail sequence. The length and variety of emails will rely solely on the customer persona, the customer’s journey stage, and your common gross sales cycle size.

Let‘s say you’re making a nurturing e mail sequence to immediate a prospect to take motion. An e mail sequence like this could do a number of issues:

• Educate them alongside their path to buy.
• Deal with any objections they’ve alongside the way in which.
• Set up your authority and credibility within the trade (and thus make you their supplier of selection once they’re prepared to purchase).
• Preserve you top-of-mind till they’re prepared to purchase.

This is an instance from meals photographer Regan Baroni, who sells pictures providers and on-line programs to restaurant homeowners:

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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 web site)? What data do you want them to know throughout that point?

Understanding these components will provide help to decide how lengthy a sequence must be.

The best way to Create an Electronic mail Sequence

Now that you’ve got an thought of what e mail sequences are, the conditions during which you‘d use one, and the way lengthy a sequence can/ought to final, let’s discuss easy methods to create personalised e mail sequences for your corporation.

1. Decide the sequence’s objective.

Usually, most e mail sequences have the broader aim of incomes new enterprise. Nevertheless, there are a lot of methods of going about “incomes new enterprise,” and context issues for delivering the best 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 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 supply. Success for this may imply turning them right into a gross sales certified lead (SQL), so that you’d present data and alternative for them to take motion and meet your SQL standards.

The alternatives for focused experiences are infinite in case 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 device, we now have to inform it when and easy methods to work.

That is the place enrollment standards are available. Once you arrange your sequence, you may specify the circumstances 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 embrace:

• 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 data it, and if the information in your CRM is dependable, you could possibly automate round it. (In case you’re utilizing HubSpot, you will discover extra details about HubSpot’s enrollment standards right here.)

3. Decide the length of the sequence and the variety of emails required.

About 215,298,720 emails are despatched per day. There‘s quite a lot of noise in individuals’s inboxes; if you need your emails to maneuver the needle on your corporation, it is vital to be strategic about your touchpoints.

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 might have to map out round eight emails.

This supplies 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 may contemplate fewer emails earlier than sending your self a reminder to achieve out by telephone (sure, this may be automated, too!).

4. Write the emails for the sequence.

Upon getting your framework and also you‘ve outlined which emails are wanted, it is time to get pen to paper. Listed below are some sources that will help you out.

Every e mail will probably be despatched to a number of prospects at totally different occasions, so your emails must be evergreen, and the knowledge you embrace must be common sufficient to use to any prospect who matches the standards you set. Nevertheless, personalization tokens will be added to supply 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.

5. Construct the emails utilizing e mail software program.

Upon getting all of your emails in textual content type, it is time to put them within the system.

Upon 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’ll copy and paste your textual content into your e mail builder. Placing them in your system lets you inform your automation software program what to ship.

6. Arrange the automation.

Contemplate this a part of the method as instructing your automation software program, step-by-step, easy methods 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 move between every motion and what to do when particular situations occur (if/then logic).

Listed below are some sources for working with HubSpot’s automation device.

7. Take a look at the sequence.

Take it from me — testing emails helps save quite a lot of heartache. Make sure that the emails look good throughout gadgets. Electronic mail open charges on desktop are declining, so do not ignore testing on cell.

Greater than half of shoppers say that they will go some place else if an e mail isn’t personalised, so additionally bear in mind to verify that the personalization tokens are functioning accurately.

The success behind this sequence comes from its capacity to affect the psyche of your prospect. Pleasure, gratefulness, and remorse are highly effective emotions that may immediate individuals towards actionable steps.

Electronic mail Sequence Examples

Whereas we despatched a follow-up e mail sequence, there are a number of kinds of sequences you possibly can ship to interact your prospects.

9 Electronic mail Sequence Examples

Whereas we despatched a follow-up e mail sequence, there are many kinds of e mail sequences you possibly can ship to interact your prospects.

1. Nurturing Electronic mail Sequences

A nurturing sequence introduces the prospect to you, your organization, and your choices. It will also be known as a welcome e mail sequence. Viewers might have downloaded an e-book or opted right into a content material supply, however that doesn‘t imply they’re sales-ready.

A nurturing sequence is designed to get them, thereby 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 firms which have brief gross sales cycles, like many shopper packaged items and even easy B2B digital applied sciences.

To have the most effective outcomes with a nurture e mail sequence, you‘ll need to concentrate on educating your prospects slightly than promoting to them. This builds belief and familiarity between your model and the recipient. After they’re prepared to purchase, you may be high of thoughts.

2. Onboarding Electronic mail Sequences

After you purchase a service, what do you need to see occur? You need to obtain one thing, even when that your precise buy is a delayed transaction. That is the place onboarding e mail sequences are available.

Instance of a Pinterest administration onboarding e mail sequence from Writing From Nowhere:

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This generally is a fundamental welcome e mail that ushers new purchasers or clients into your service, or it might comprise vital subsequent steps for onboarding. These e mail sequences will be plain textual content and direct, and you may count on excessive open charges since persons are already anticipating to listen to from you.

3. Engagement Electronic mail Sequences

An engagement e mail sequence makes use of e mail to construct rapport with prospects. The thought is to get them engaged together with your content material to construct curiosity and preserve your group high of thoughts.

This sort of sequence may provide help 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:

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The engagement e mail sequence works properly for manufacturers which have frequent occasions. These emails are greatest used as soon as the connection has been established and the recipient seems to be ahead to your emails.

Ideally, an engagement e mail sequence must be despatched after there was significant engagement on previous e mail sequences.

4. Conversion Electronic mail Sequences

This sequence is used once you‘re asking your prospect one thing (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 also you’ll 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. This sort of e mail must be the ultimate one in your e mail sequence as a result of it now not educates or evokes the prospect — as an alternative, it asks for his or her time.

So, be sure that this e mail sequence is reserved for many who have opened, engaged, and even responded to previous emails.

5. Comply with-up Electronic mail Sequences

Simply because a prospect would not reply to a gross sales outreach e mail doesn‘t imply 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 together with your prospect after a number of outreach makes an attempt.

Template Supply

Nearly each enterprise can profit from a follow-up e mail sequence. In case you 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 have already despatched, a follow-up message generally is a nudge in the best course.

6. Re-Engagement Electronic mail Sequence

Has somebody joined your record and gone chilly? As soon as somebody stops opening your emails, they are not more likely to come again on their very own; they have to be re-sold on why your messages are price their time.

Attempt a re-engagement sequence that gives them one thing attractive, like this instance from HubSpot Academy:

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7. Reminder Electronic mail Sequences

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 possibly can’t present that delight if the lead forgets to point out up.

Reminder emails are a low-friction approach to make sure that the lead would not overlook concerning the occasion or appointment and in addition present them with any mandatory logistical particulars.

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

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The important thing to creating these sequences work is to maintain the topic line easy, the copy easy, and the decision to motion outstanding.

8. Re-Engagement Electronic 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 common e mail database loses contacts at round 25% per 12 months, so even in case you‘re producing new leads at a fast fee, 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 possibly can deploy a re-engagement sequence. This can provide help to preserve your e mail record wholesome and correct.

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

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It may appear counterintuitive to deliberately ask individuals to choose out of your e mail subscription, however it might do wonders to your engagement metrics. Fairly than having a bloated record of contacts, you possibly can turn into laser-focused on the people who’re within the e mail content material they obtain out of your firm.

9. Ongoing Academic Content material

In case you make investments cash in free instructional content material, you then need to be sure that prospects see it. Ideally, new clients will come into contact together with your content material advertising, and it’ll carry them to your e mail record.

Nevertheless, no buyer has seen ALL of your content material. Even as soon as somebody has subscribed to your e mail record, your free content material will help nudge them in direction of your paid gives.

These ongoing instructional emails are highly effective for driving site visitors to your content material advertising and might ship subscribers to:

• Webinars.
• Weblog posts.
• Video sequence.
• Podcasts.

Instance of instructional content material from Nadalie Bardo:

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The Electronic mail Sequence That Made Us $100,000

Able to see this sequence in motion? This is how we earned $100,000 in 30 days.

The next e mail sequence attracts in prospects by catering to their pleasure, offering them with content material they are often grateful for, and leaving them with remorse in the event that they miss the chance.

Step 1. Discover prospects who’re talked about within the information.

As a branding company within the healthcare trade, the vast majority 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 a listing, we attain out to congratulate them. Not solely does this heat up the preliminary e mail and catch their consideration, however it additionally performs on their pleasure.

Google Alerts and Feedly are two sources for monitoring the information. Google Alerts lets you monitor the online and obtain e mail notifications for explicit key phrases. Making a Google Alert is straightforward. Sort the key phrase and save the alert to ship it to your e mail deal with.

Within the instance under, we observe the key phrase “orthopedic surgical procedure.” After coming into the key phrase and my e mail deal with, 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 device to make use of when monitoring information subjects. It’s a house the place you possibly can privately set up and analysis subjects related to you. It’s an alternate device 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 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 have 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 directly.

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 always comply with trade information. Lately, I seen that you’ve got [insert company action].

Normally, when that occurs, [insert business issue] turns into a precedence. That is why I assumed you may be taken with discovering out how we helped [similar firms] get going shortly of their new course — with none of the standard cookie-cutter approaches to advertising.

Take a look at our affected person promoting and model campaigns right here. In case you‘d prefer to study extra, let’s arrange a fast name. Schedule quarter-hour right here on my calendar.

Regards,

Matthew

P.S. In case you’re not the best particular person 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 comply with up with a second e mail.

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

In case you can add worth to somebody’s life or career, it is going to enhance 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 helpful branding survey device we use to assist purchasers differentiate themselves.

This is what that may appear like:

Free doctor branding device

Whats up Dr. [Last name],

I‘m following up on my earlier e mail with a free device I feel you may love.

It is a model evaluation survey I created only for you (actually, your title is on it) that can provide help to perceive how your observe 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 communicate, I am going to 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.

Take pleasure in your weekend,

Matthew

Add names each time potential. Including a health care provider’s title to the survey brought on our response charges to skyrocket. Though it was a small tweak, personalization is a strong device. If this e mail fails to drive prospects to answer or guide time on my calendar, I am going to 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 sequence template.

For prospects who’ve but to reply, I am going to comply with up with this e mail template:

Making an attempt to attach

Hello Dr. [Last name],

I‘m sorry we’ve not been capable of join. Once more, I understand how hectic issues can get at work and with household.

I’d be accessible for a name throughout weekends or earlier than or after work hours if that‘s simpler for you. I do not imply to bug you, however I do need to provide help to handle your staff so you possibly can exceed your objectives of [insert custom goals].

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

Greatest,

Matthew

This single e mail has the best response fee of all of the templates. Why? Providing prolonged hours may very well be the important thing.

With out mentioning express hours, prospects may routinely assume that scheduling occasions can be throughout their enterprise hours. Providing occasions 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 last e mail that prompts them to reply. We deal with this with our last follow-up, the place we ask for permission to shut the file.

Permission to shut your file?

Hello Dr. [Last name],

I am writing to comply with up. We’re within the strategy of closing recordsdata this month.

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

In case you are nonetheless , what do you suggest as a subsequent step?

Thanks to your assist.

Regards,

Matthew

This e mail performs properly. As soon as a chance feels prefer it‘s about to slide away, some prospects may leap on it. 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 sequence templates by measuring their efficiency.

HubSpot’s free e mail templates device 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 provide help to perceive what templates are performing greatest versus what wants enchancment. With out this device, it could be exceedingly troublesome to make choices because of the lack of information.

The return on this sequence has been great, 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. Attempt it out. Create a free HubSpot account, open the e-mail templates device, and click on ship.

Electronic mail Sequence Greatest Practices

Regardless of the form of e mail sequence you are creating, there are some greatest practices you’ve to remember to make sure that you get the most effective outcomes potential. Listed below are 5 of them:

1. Set SMART objectives.

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

All e mail sequences have objectives. For instance, a lead nurturing e mail sequence ought to provide help to construct relationships together with your clients, whereas an deserted cart e mail sequence ought to enhance gross sales.

When setting objectives to your sequences, be sure that they’re SMART — Particular, Measurable, Achievable, Related, and Time-Sure. This framework ensures that you simply set real looking objectives and obtain them on or earlier than the deadline you set for your self.

2. Define every e mail sequence.

Creating a top level view will provide help to decide what number of emails will probably be in every sequence. Write down the whole lot you need to embrace in your emails. Once you‘re accomplished writing out your concepts, group comparable subjects into classes.

For instance, in case you’re educating your subscribers easy methods to do one thing, take into consideration an important factor they should find out about that subject and work backward from there within the following emails.

Once you’re pleased with the way in which your sequence is organized, you can begin writing the content material.

Word: Your preliminary define will want tweaking as you craft your emails. Outlines aren‘t meant to be excellent; they’re meant to offer you a transparent course as you craft the e-mail sequence.

3. Write evergreen content material.

The beauty of automated e mail sequences is that you simply don‘t have to jot down variations of the identical e mail to create them. As an alternative, make your e mail content material evergreen and related to everybody within the buyer section that’ll obtain the sequence.

Vital reminder: You‘ll have to keep away from stylish jokes or data that received’t be related within the subsequent couple of months. In case you embrace these, you may must always edit your e mail sequence — which defeats the aim of saving time whereas offering your clients with a personalised expertise.

Instance of evergreen e mail sequences from HubSpot Academy:

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4. Write efficient topic traces.

The one approach you may get outcomes out of your e mail sequence is when your subscribers open them, which comes all the way down to writing nice e mail topic traces. Contemplate operating A/B exams inside your e mail automation software program. These exams will present you which ones topic traces have greater open charges so you possibly can replicate them.

Preview how your topic traces look utilizing a topic line tester:

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5. Embrace a CTA.

Regardless of the form of e mail sequence you ship out, it’s best to all the time embrace a CTA to assist your readers know what to do subsequent in the event that they determine to behave.

For instance, in case you‘re sending out an deserted cart e mail sequence, embrace a CTA similar to “Proceed buying” or “Return to cart” to information clients again to your web site to finish the acquisition. In case you don’t embrace this CTA, they will shut the e-mail and overlook concerning the cart utterly.

6. Take a look at all features of your e mail sequence.

Earlier, we talked about that you may check your e mail topic line to extend your open charges, however you do not have to cease there. You may check each side of your e mail sequence, together with your CTAs, design parts, e mail physique copy, and the variety of emails in a sequence.

Working break up exams on these e mail parts will assist which of them resonate most together with your viewers and encourage them to take motion. When you’ve this knowledge, you’ll enhance the efficiency of your e mail sequences — which, in flip, will increase your conversions and scales your corporation.

Our analysis discovered that 38% of manufacturers are growing their e mail funds. Is yours one in every of them after studying concerning the energy of e mail sequences?

Create Your Personal Automated Electronic mail Sequence

Electronic mail sequences can nurture your leads into turning into clients with out making you run on the email-writing hamster wheel. Take from the examples above and get began with your personal e mail sequence to begin profitable over clients.

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