Having worked as a sales representative for several tech start-ups, I can’t even begin to illustrate the importance of sending email sequences that sell. Automated emails are great because they drastically reduce the workload for a sales rep, however these days, everyone can empathise with finding a range of email sequences lurking in their inbox everyday that just pester us because we have to click 2 buttons to get rid of them!
Not nearly enough business owners invest the time and effort in building useful email sequences that effectively sell their product. Putting together useful email sequences is both a science and an art, and if done well, can lead to magnificent results. Having hundreds of potential customers on an email list isn’t going to produce any income if you can’t sell your product. So, here’s four tips on how to produce 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 involves email sequences. By first impressions, I mean the subject lines of your emails. It’s the first thing that recipients will notice so if it’s not compelling enough, they just won’t open it. It goes without saying, the subject lines of an email are critical when it comes to conversion rates. Here are some statistics which highlights their importance:
One-third of email recipients will open an email based exclusively on the subject line
Nearly 70% of email recipients will decide if an email is spam based upon 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 secret to effective subject lines is solving your prospects problems in as few words as possible. As an example, high-quality subject lines include, “Common questions about job interviews”, “Common questions about rental payments”, etc. Think of your prospects problems and target your subject lines to solve that problem succinctly. You can keep an eye on your subject line performance using HubSpot Sales notification stream (https://www.hubspot.com/products/sales/email-tracking).
Tip 2 – Write Well-Crafted Content
Once a recipient has opened an email, it’s integral that you provide a value proposition in the context of their problem right away. Forget starting the email with your name and job role; you have to give your recipients a good reason to continue reading the email. Hence, begin your email with some info they can connect with, like company news or their opinion to an event via Twitter or an online article, then get into the value proposition in the 2nd & 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 minute to talk to you about [resolution].
Here’s some preliminary information [link to helpful content] and if you ‘d like to chat more about it, let me know.
I recently collaborated with another business with [positive benefit]. Is this something that would be valuable for [company name]?
It’s vital that you get to the point immediately and keep the content targeted to the needs of your prospect.
Tip 3 – Discard the bland ‘Welcome Email’
If a prospect has shown interest in your services or products, why waste both of your time with a welcome email that has no value or offerings? It’s fundamentally dead-wood and if you’re going to send a welcome email, make sure that you utilise a catchy subject line and value proposition in the content of the email (refer to tip 1 & 2).
Tip 4 – Always Be Helpful
The fact of the matter is that even a terrific first email may not get a reaction from the recipient. It’s understandable; people are busy and have prerogatives, so I recommend sending two or three follow-up emails as part of your email sequence. It’s easy to forget about an email that you’re interested in, but a fantastic follow-up email will remind them that you’re here to help them in whatever problem they have. You should make sure that your follow-up emails also include your value propositions, and additional information that is important to the recipient in solving their problems. Again, HubSpot Sales will track which emails are opened and which links are clicked so I strongly suggest using this application to aid you with your email sequences.
The value of developing effective and actionable email sequences can have a powerful affect on your conversion rates and sales. There are many variables that you need to consider when producing 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 worthwhile in consulting with digital marketing professionals that can help you. Speak with the team at Internet Marketing Experts Bunbury today on 1300 595 013 or visit their website: http://www.internetmarketingexpertsbunbury.com.au.