Email sequencing describes the process of using automation software to send a series of emails to a potential customer based on a set of predetermined time intervals or triggers. This allows you to follow up with potential customers at scale, with targeted messaging specific to their position in your sales funnel. Not only is this an effective form of marketing and lead nurturing in itself but it is also a great way to save time because the long and monotonous task of responding to individual emails can be automated through email sequencing. There are several different kinds of email sequences that you can send, depending on the situation. For example, a nurturing email sequence can be used to introduce your prospect to your brand if they are not quite ready for a hard pitch but have signed up to your mailing list or downloaded an information booklet. A nurturing sequence will typically address any objections that might prevent the prospect from making a purchase or by conveying the value of the product or even using some figures and testimonials to leverage social proof.
These are effective motivators that will pull the prospect further into the sales funnel. There are also engagement email sequences used to build rapport with potential customers and create familiarity with your brand. The intention is to raise awareness and keep your brand at the forefront of your prospect’s mind. You can identify who is strongly interested in your services and who isn’t based on the response rates and then those who are interested can be enrolled into the next stage of sequences. Using a conversion email sequence is the next logical step in the campaign and it is at this stage that you can begin to make requests of your prospect, such as accepting a free trial or booking a call. These emails are focused entirely on creating a persuasive call-to-action using skillful copywriting.
You then have follow-up email sequences to be sent to the prospects who didn’t respond to the initial conversion emails and who may need a few more impressions to make a decision. Follow-up emails should refer to a previous interaction to add context and then deliver another compelling call-to-action. Reminder email sequences can be sent to prospects who have booked a meeting or displayed interest in some way but haven’t followed up at a later date. These prospects need a gentle reminder to ensure that they don’t forget about you. Finally, there are re-engagement sequences. Because email databases tend to lose about one-quarter of their contacts every year due to changed email addresses or a loss of interest, a re-engagement strategy can be useful to regain some of these contacts.
If you would like Otelli to help you set up a winning email sequencing campaign, you can reach out by filling in our ‘Say Hello’ form or calling us directly. One of our skilled and cheerful team members will have a provisional call to understand your industry, budget, and goals. We’ll then work out a roadmap that includes a free trial and then start gaining your business some lovely new customers.
