If you're in a sales role, you should consider using automated email sequences. By adding automated emails to your sales process you can speed up the prospecting process and be far more productive.
In this article, we’ll show you the benefits of email automation as well as exactly how to create an automated email sequence for your business.
What is an automated email sequence?
An automated email sequence is like having your own personal assistant. An email sequence is simply a series of emails which are sent out based on pre-set time intervals or triggered automations.
Pre-set time intervals email sequences are going to send emails to the contact at time intervals which you set. This could be right after a visit to your website, 30 days later, every six months, etc. These are known as auto responders.
Trigger-based email sequences are sent after some action is completed. This could be visiting a website or clicking a link in an email or social post. This includes actions such as when they click on a link, when someone has not visited a website for a certain time, an abandoned shopping cart, etc.
To make this happen, just set up these pre-written emails and set up the events and times you want these emails to go out. Then this system is on autopilot.
Using Automated Email Sequences:
There are many reasons to use an automated email sequence to reach out to potential customers. Just think about what you would say to each of them if you were given the chance during each stop of the sale process and incorporate that into an email. This is a chance to get your product/service in front of a potential customer so make sure you are making a good impression!
Some of the unique features for email automation includes:
A/B Testing: Artificial Intelligence automatically tests emails and helps you optimize everything from subject line, email content, link placement and type, delivery time, and more. This will help you find the best way to delivery your emails to your readers.
Smart Segments: you can target the right customers every time by utilizing smart segmentation. Smart Segments form by segmenting your contact list based on very specific actions. You can build Smart Segments by hand or via automatic smart segmentation in Constant Contact.
Marketing Playbooks: use a preconfigured playbook to target customers automatically based on where they are in the life cycle.
Analytics: helps you make decisions on how your emails are performing and gives you key trends to continually optimize your emails.
How to Write an Email Sequence: There are several things to keep in mind as you develop your email sequences.
Here are four (4) tips to writing an effective email sequence:
Evergreen Marketing: You may use a sequence for a period of time, so your content should not be time sensitive. You want your content to be appropriate today and for 3 to 6 months from now. Make sure not to specify any dates, holidays or seasons.
Personalization: Ideally, you want readers to feel like they received an email just for them. Use personalization in the sequence as this will help them feel more connected to your company. This could include the readers name, customizing your call to action, etc. Don’t overdo it with the personalization because then it can become complicated.
Set Goals: You should know exactly what information you want readers to take from the email or what action you want them to complete after reading the email before you create it. This can help you tailor your email to meet these goals.
Check analytics: Be sure to check your email analytics to see if what you are doing is working. If you are getting low engagement and low clicks, you may want to go back and adjust or re-create your emails. See what is working and what is not and change your emails accordingly to help them perform as best they can.
Example of an Autoresponder Sequence:
Thank you Email: when you get a new contact or customer, you should send a thank you email to them. This is the best way to turn leads into customers and create long-lasting customers. Thank them for the interest in your company and provide useful information about your company and how to contact you. Don’t forget to include a call to action in your email.
One week Later: The second email is a great way to show readers they can trust you and the company. Include information on the company and the team. Perhaps share useful resources or links. Share your social accounts as well.
One week after that: Send a reminder email that you’re still there and offering your product. Include any helpful resources such as e-book, blog articles, videos to show readers you are an expert in your field, and they can trust you. Simply demonstrating that you really want their business can help sway them over to you.
Another week later: Inform your customer that you still want their business and perhaps highlight another specific product or service that many customers like them have used with positive results. Also include any new resources that may show other helpful, useful information.
One month later: Send an email to check up on them and remind them you still exist. You might include a coupon or discount code as a thanks for supporting the company for a year.
The process of producing new customers can take time and can be a long process. However, in many cases, the sales process often has a familiar process and milestones. By incorporating automated email sequences, you can maintain contact, provide useful information, and maintain visibility with your contacts. In many cases, this is just what it will take to draw in new customers. Email automation can be a small, time-saving tool in an effective sales process.
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