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The best email follow-up and nurture patterns for increasing ROI

The best email follow-up and nurture patterns for increasing ROI

Let's first define an email sequence and discuss why every lead acquisition manager and sales representative has to create at least one before. We will show you two efficient email follow-up and nurturing sequences you can use to turn prospects into customers.


To begin with, what is an email sequence?

A series of emails sent through automation software to a current or potential customer is known as an email sequence. Here, emails are sent in response to specified criteria in an effort to pique the recipient's curiosity and persuade them to respond, sign up, or make a purchase. Utilizing email marketing sequences is usually a wise move, but particularly if:

You are copy-pasting the identical email proposal to every client. You spend a portion of your time creating, organizing, and sending follow-up emails. You frequently neglect to follow up. 



It's simpler than it seems to create and deploy email marketing sequences. The sequences may be created from scratch and scheduled to be delivered in the recipient's time zone with the correct email marketing tool. Everything simply has to be set up once. You may reach a large number of prospects, keep your messaging consistent, and free up time to work on other projects by automating email marketing sequences. 


If you don’t know what an email sequence is. No need to worry; the next two examples will clarify what an email series looks like. Please feel free to test them both.


Example #1: Follow-up emails for cold sales

One of the most frequent and costly errors sales representatives make when sending out cold emails is failing to follow up. The majority of purchases occur from polite follow-up emails, not from sending an alluring initial message. To maximize your chances of success, we advise creating a sales email follow-up sequence of at least five different messages (including the initial cold email). Here is how ours appears:


A cold email with an attention-grabbing subject line. A polite follow-up email a few days later; a value-bringing message three to four days later; a second value-bringing message three to four days later. Lastly, a break-up email five to seven days after the second value-bringing message.


Cold sales email

There are a few straightforward yet effective guidelines you should adhere to while sending a cold sales email:


  • Create a subject line that is both engaging and genuine.

  • Include a compelling offer (add relevant figures and stats)

  • Include customer case studies, success stories, and endorsements to support your assertions.

The follow-up email

Every effective sales narrative must include follow-up. You should wait two to three days before responding to a professionally written cold sales email. The explanation is straightforward. You need to allow your potential customer time to read your message and weigh your offer.

You may use an email tracker to monitor when and how many times your recipient has read your email. If you don't want to automate your email sequence and would rather do it manually be cautious. You can use this information to guide your decision on when to get in touch with them.


The Breakup email

After four emails, if your prospect still doesn't choose to buy your service, you'll need to send them a break-up email to get their attention. A break-up email is essential because it not only helps you end the line of contact, but it also gives you one last chance to make things official.


Example #2: After a meeting, send a series of follow-up emails

In this case, you have previously spoken to your prospect over the phone or in a business meeting. You should follow up very after following the meeting in order to clarify your viewpoints and improve your connection. This sequence is just as powerful despite being shorter than the email used for cold sales. What's in it is as follows:

  • After the discussion or phone call, send a quick follow-up email.

  • A day after the initial email, send another follow-up note.

  • A day before the meeting, send a third follow-up email.

Wrap up

Contrarily, sending only one email, no matter how captivating it is, is probably not going to earn you any customers. This is because it takes more time, doesn't progress prospects through the sales cycle, and helps you gain new customers (which increases your conversions and income). They could not have time to respond right immediately, be hesitant to accept your offer, or just overlook your letter.


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