Having worked as a sales rep for a number of tech start-ups, I can’t even begin to describe the importance of sending email sequences that sell. Automated emails are amazing because they massively reduce the workload for a sales representative, however nowadays, everyone can identify with finding a range of email sequences lurking in their inbox on a daily basis that just frustrate us because we need to click 2 buttons to get rid of them!
Not enough business owners spend the time and initiative in designing convincing email sequences that essentially sell their product. Developing compelling email sequences is both a science and an art, and if done properly, can produce wonderful results. Having hundreds of prospective customers on an email list isn’t going to generate any income if you can’t sell your product. So, here’s 4 tips on how to set up a great email sequence that will convert your leads into sales.
Tip 1 – First Impressions Count
The age old saying ‘make a good first impression’ is very appropriate when it relates to email sequences. By first impressions, I mean the subject lines of your emails. It’s the first thing that recipients will find so if it’s not compelling enough, they merely won’t open it. It goes without saying, the subject lines of an email are critical when it comes to conversion rates. Here are a few stats which accentuates their importance:
One-third of email recipients will open an email based completely on the subject line
Nearly 70% of email recipients will ascertain if an email is spam based on the subject line
40% of emails are opened on mobile devices first, and the common mobile screen can only fit between four to seven words in the subject line.
The trick to successful subject lines is solving your prospects problems in as little words as possible. As an example, high-quality subject lines include, “Common questions about university”, “Common questions about home loans”, etc. Consider your prospects problems and target your subject lines to solve that problem succinctly. You can monitor your subject line performance using HubSpot Sales notification stream (https://www.hubspot.com/products/sales/email-tracking).
Tip 2 – Write Well-Crafted Content
After a recipient has opened an email, it’s integral that you present a value proposition in the context of their problem straight away. Forget starting the email with your name and job role; you want to give your recipients a good reason to continue reading the email. Therefore, begin your email with some information they can associate with, like company news or their opinion to an event via Facebook or an online blog, then get into the value proposition in the 2nd and 3rd sentences.
Your value proposition should be structured like this:.
I have an idea about [problem/pain-point] and I’d love to have a moment to speak with you about [solution].
Here’s some preliminary information [link to helpful content] and if you ‘d like to talk more about it, let me know.
I recently collaborated with another business with [positive benefit]. Is this something that would be beneficial for [company name]?
It’s necessary that you get to the point quickly and keep the content focused on the needs of your prospect.
Tip 3 – Throw out the bland ‘Welcome Email’
If a prospect has shown interest in your service or products, why waste both of your time with a welcome email that has no benefit or offerings? It’s virtually dead-wood and if you’re going to send a welcome email, make sure you incorporate a catchy subject line and value proposition in the content of the email (refer to tip 1 & 2).
Tip 4 – Always Be Helpful
The reality of the matter is that even a wonderful first email may not get a response from the recipient. It’s understandable; people are busy and have priorities, so I recommend sending two or three follow-up emails as part of your email sequence. It’s easy to forget an email that you’re interested in, but a great follow-up email will remind them that you’re here to help them in whatever problem they have. You ought to make sure that your follow-up emails also feature your value propositions, and further information that is interesting to the recipient in solving their problems. Again, HubSpot Sales will keep track of which emails are opened and which links are clicked so I strongly advise using this application to assist you with your email sequences.
The value of crafting effective and actionable email sequences can have a huge affect on your conversion rates and sales. There are many factors that you must consider when building your email sequences, but this article showcases the most important factors that lead to success. If you’re having problems converting your leads into sales with your email sequences, it’s certainly beneficial in seeking advice from digital marketing professionals that can help you. Talk to the team at Internet Marketing Experts Lismore today on 1300 595 013 or visit their website: http://www.internetmarketingexpertslismore.com.au.