How to Automate your Sales Email Sequence
The first step is to sign up for an email marketing automation software or platform. Although many small business owners start off sending all their emails through a regular email service provider, like Gmail, they quickly find themselves with more emails to send than they can handle.
It is better to set up a clear system from the beginning so that you don’t have a mess to clean up later on.
There are many popular email marketing platforms or email automation tools you could choose from such as:
- Constant Contact
Once you have found an email marketing software that fits your needs and your business, take the time to learn the ins and outs of your new tool, like how to create an automated email campaign, email sequences, and other segmentation strategies. Since each email automation software works differently, it would be impossible for us to create a post detailing how to use each one.
Once you are familiar with your email marketing automation tool, you can start working on your automated email campaigns. Some tools may also refer to these as automated email workflows.
For new customers, we recommend starting with six automated emails that follow the Marketing Made Simple sales email sequence.
How often should you send sales emails?
When sending out the initial sales email sequence to a new potential customer, start by sending an email every two to three days to get them used to seeing your name in their inbox. After they have finished with your welcome emails or initial sales sequence, you should continue sending emails regularly at an interval that works for you. You could continue sending emails once a week or up to once a month.
These emails are no longer purely sales-focused. Instead, you are providing relevant information to your target audience in order to strengthen relationships and build their trust in your company. Instead of consistently looking to drive sales you are trying to increase recipient engagement. These emails are referred to as nurture emails.
Even though you aren’t constantly focused on selling in this email sequence, potential customers are still seeing your name regularly in their email inboxes. Each time they learn something new from you or receive value from your content, that brings them one step closer to becoming loyal customers. When they do decide they are ready to make a purchase, they will be more likely to buy from you because they have gotten to know you and grown to trust you through your nurture emails.
When should you send sales emails?
If you work with other businesses, be sure to set up your emails to go out only on business days so that your email campaigns don’t get stuck in the weekend backlog.
If you work directly with clients, you can send out emails any day of the week. If you want to use an advanced email marketing tool, many email marketing tools can run A/B testing. This means you could send out emails to your audience in groups to see if there are certain times of day or days of the week that work best for your potential clients. If you notice that your open rates are highest on Wednesdays at 10 a.m., you may want to go back and set your sales emails to go out at that time as well.
Email Automation Best Practices
Now that you know when and how to send your automated sales emails, here are some tips to help you get the best results.
Stay Client Focused
Although your emails are geared toward selling your product or service, an effective sales email focuses on the client’s need or problem and positions your offering as the solution.
You can also stay client focused by:
- Using personalization: include the client’s name in the greeting of the email.
- Providing valuable information.
- Keeping your emails short and to the point.
- Making it easy to buy your product or service.
I know we already alluded to this one above but it is so important that it is worth a second mention. If you send email campaigns sporadically, people might forget who you are and what you offer. If you only send promotional emails, people will get annoyed and unsubscribe from your list.
The goal of mail marketing is to remind customers that you exist, yes, but it is also about building a relationship. It is important to send regular emails with helpful, relevant content. This is the giving side of the relationship.
If you balance giving away value in your email marketing campaigns with asking for a sale, your emails will feel helpful instead of spammy. This kind of relationship builds trust, making email recipients more likely to buy your product or service when they need it.
Use the P.S.
In your sales emails, never underestimate the power of the P.S. section. It’s no secret that most people skim emails but did you know that 90% of people read the P.S. section before they read the actual email? Take advantage of that super valuable space to add a compelling summary, an extra bit of value, or even to close the deal.
Review the Email Data
After you’ve been sending automated email campaigns for a while, it is important to review email automation data so that you can improve your email automation strategy. This information will help you make changes to your sales email sequence as needed.
If you notice that a particular email in your sales sequence is not performing well, you can make changes to the content or the timing of the email. Sometimes something as simple as a new subject line or updates to your calls to action can make all the difference in email engagement.
The best way to improve your sales email sequence is by testing different variations to see which ones result in more sales or better engagement. By analyzing the data from your email marketing platform, you can make informed decisions about what works and what doesn’t, and continue to improve your automated sales emails.
Remember, there is no such thing as the perfect email, only good emails that can always get better.
Hire a Professional
If all of this data, automation, and sequencing talk has your head spinning, this section is for you. You’ve got a business to run. You shouldn’t have to become an email marketing expert to be able to do it well.
At Agency Boon, we want to make sure all of our clients are telling the right story to the right audience at the right time.
Sometimes, that means helping them craft clear, StoryBranded messaging and a great website. Other times that means walking alongside their business each month to provide continued support in things like email marketing automation, ads, and all the other technical, marketing tasks that are getting in their way.
If you’d like to start using great automated sales emails in your business without having to learn the ins and outs of email marketing, contact us today to speak with one of our StoryBrand Certified Guides. Together, we can tackle all of our marketing needs so that you can focus your time on what you do best.