When you or your team gets busy and overwhelmed, the result can be some relatively boring, unengaging emails that leave your computer or marketing platform. Let’s face it, when time is tight, getting things done is often better than not done at all. So, we tend to become a bit briefer in our editing and refinement of content. However, email still leads the charge when it comes to meaningful and impactful customer communications. Marketing teams need to spend even more time refining messaging today. If you are struggling to get results from your email efforts, consider sequencing to boost your results. In this blog, we outline what your team should do.
At SaaStr Annual 2018, Sam Blond, CRO of Rainforest QA recommended, "Define your strategy for outreach. Then get creative with the email copy — be clever." Blond explained that one of Rainforest's most successful email sequences is addressed from their CTO, however, Rainforest's writers send the email to the CTO of a prospect's company, framing the message as if their CTO asked them to reach out. Essentially, they are ghostwriting. "It's creative, it grabs attention, and it allows us to cast a wide net over each prospect's company," Blond said. In the end, most companies do this when sending out email content on behalf of someone recognizable and reputable within the company.
So, if you are responsible for email content, it better be engaging. And, when writing a sequence of emails as part of a campaign, it is important to clearly define the purpose of each email. Let’s look at a common sequence that a systems integrator could use for a campaign. Remember, depending on your marketing platform, you can consider creating an automated workflow that moves prospects out of one list and into another based on which email message they respond to. No one wants to be bothered with irrelevant emails about things they already have engaged your team about.
Sample email sequence:
- Email 1: Acknowledge and address pain points with work you do in the prospects industry
- Email 2: Explain a value message related to a product and or integration service
- Email 3: Name drop a big client and link back to a success story or case study
- Email 4: Qualify your message - share an industry article
- Email 5: Include a product or solution message - link to a technology partners product or your website
- Email 6: Reach out one last time to ensure the message has been heard - create a limited time offer.
Sequencing Makes Sense
When outlining the structure of an automated campaign, it is important to always consider your prospect’s point of view. Remember to exclude prospects who successfully react to your marketing emails and move them to a “do not send” list or to a new sequence that gets them into the applicable phase of the automated campaign and buyer’s journey.
Reach out to learn more
Vector Firm has years of experience and can provide fresh perspective on what email content may work well for each specific campaign sequence. We are here to support your sales efforts and marketing programs by helping create successful, customer-centric email marketing campaigns.
Contact Vector Firm today to discuss your sales initiatives and content marketing needs.
