As a salesperson, your daily activities are numerous. These will likely include outreach, sales calls, follow-ups, meetings and appointments, sending sales emails, and more.
Just reading that sentence must have been exhausting!
Of this task list, emails tend to take away most time. Don’t they? We heard, salespeople mostly have to send the same emails repeatedly. In fact, salespeople use only 34% of their overall time selling, while a solid 21% of their time goes into writing emails! What’s even more daunting is that most of these emails are repetitive.
Wouldn’t it be helpful if you could automate the email sending process? Enter sales email sequence.
What are Email Sequences?
Email Sequences is a simple feature that lets salespeople send automated yet personalized emails to their prospects. What’s more? Emails can be set up to be sent out at a specific time through a CRM (Customer Relationship Management) solution or an email automation tool.
Through these tools, salespeople can create different email sequences depending on which stage of the sales funnel the prospect is in.
Why are they important?
A solid email makes a massive difference to the mindset of a prospect. Sending constant emails in timed intervals shows that you care about them.
Here are three reasons how email sequences can help boost productivity and engagement
Automation: The automated nature of email sequences makes it easy for salespeople to focus on selling instead of creating new emails every time. Sales email sequences can be configured to send emails automatically whenever there is a behavioral change for the prospect.
For example, if the prospect visits a particular product page or when your user tries out a new feature, sales sequences can be smartly triggered to send a relevant email.
Customizable: Sales sequences are highly customizable. It allows salespeople to define different audiences for different sequences. This means that they can send highly relevant emails whether they are prospects, customers, or churned ones. What’s more, sales sequences can also be configured based on which time zone the recipient is in.
Personalization: Prospects and customers usually receive a lot of emails. You can make yours stand out in the midst of that. This helps them feel more prioritized and enthusiastic about choosing your product or continuing to use yours versus the others in the market.
Here are 4 different email sequences you can set up to help you focus more on selling:
Four Email Sequence Cadences
1. Sales email sequence to a Prospect
Day 1 - The first email
Send an introductory email about your company, explain the various products and services you offer. You can also share customer feedback, reviews from popular websites, etc.
Day 5 - The second email
In your follow-up email, include some more details about the product that they are exploring. If the product works better with a bundle, you can use this opportunity to cross-sell.
Day 10 - The third email
Send a second introductory email to the prospect, explaining how you’d like to understand the prospect’s pain points and requirements. Send them a Calendly link they can use to quickly schedule a call with you.
Day 15 - The final email
Send your final email, again outlining the product, the bundle, and what kinds of discounts you can offer if they sign up in the next couple of days.
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2. Onboarding sales email sequence
Day 1 - The first email
Send your customer a welcome email thanking them for purchasing your product and how excited you are to see them use it and avail its benefits. Add a line here to let them know that you are there for them to reach out to if they have any queries or doubts.
Day 3 - The second email
Send your customer an email asking them how their experience has been so far. Have the in-product tutorials been useful? At the end of the email, you can share a useful feature that they can try immediately.
Day 5 - The third email
In your third email, share another useful feature for them to try out. At the end of this email, ask them if they have found your previous email communication useful.
Day 10 - The fourth email
Now that it has been ten days since they have been using your product, share some complex features that they can try out, and let them know that they can reach out to you in case of any queries.
Day 15 - (If they are on trial)
Send your prospect an email reminding them that their trial period is about to expire, and if they’d like to become a full-time customer, they can avail of an exclusive discount. Explain the other benefits associated!
Day 15 - (if they are a customer)
Send your customer an email asking them how everything is going, if they’d like to get on a call and discuss more features, if they’d like a walkthrough of the product. Alternatively, you can also share a link to your knowledge base for their reference.
Day 21 (or the last day of the free trial) -
On the last day of the free trial, send your prospect an email letting them know the same. Tell them that you can assist them in finding the right plan for their company, or even assure a discount if they become a paying customer before the trial expires. |
3. Nurture email sequence
Day 1 - The first email
Send them your first email, a welcome email. Thank them for visiting your resources page, or if they have downloaded an ebook from your website, share a link on this email for easy access.
Day 5 - Second email
In your second email, you can share more useful resources with your prospects such as a relevant article, an SEO page, a guide, or even ebooks.
Day 7 - The third email
Invite them to join your upcoming webinar or view an existing one. Alternatively, you can also share feature walkthroughs of your product or other relevant video links such as “Sales Tips” or influencer talks!
Day 10 - The fourth email
This can serve as an intermediary email, where in the middle of the nurture sequence, you ask for your prospect’s feedback! Ask them if what you shared was useful, and if not, get their inputs on what you can do better.
Day 13 - The fifth email
By now, your prospects are acquainted with your brand and your product. Send your prospects an email about your product. It can be a short description of what your product can do, its top features, reviews from renowned agencies, and more. You can then provide them with a Calendly link that allows them to schedule a quick conversation with you where you can take them through the product and its capabilities.
Day 17 - The sixth email
In this email, send your prospects a link for a free trial for your product. Include one or two lines about how they can use all of the product’s features over the duration of the free trial.
Post-trial-period -
After the trial period, send your prospects an email reminding them about the same. You can ask them to complete the purchase and avail of an exclusive discount. |
4. Churned prospect/customer email sequence
Day 1 - Send your first email
Have a subject line that reads “We miss you” or “Hope you come back”. While it may not fetch you an immediate response, it will definitely show your former customer that you have not forgotten about them.
Day 3 - Send your second email
You can share some details about what is new with your company, what has been happening. It doesn’t have to specifically be about your product, but if you want to, you can share some useful and interesting information about what has changed with your product since they last used it.
Day 7 - The third email
Before you send an email, use your customer success tool to understand why the customer has churned (or in the case of a prospect, why they haven’t converted after the free trial). Write an email highlighting those in particular, and how your product has evolved to ensure that those factors will not be a pain point for the user anymore. For example, if the price was an issue, you can include an offer in the email, which they can avail if they decide to come back in the next couple of days.
Day 11 - The fourth email (if the previous three emails don’t get you responses)
Send the churned customers some resources, links to articles or ebooks, useful tips, or even a link to your knowledge base.
Day 15 - The final email (if there is still no response)
Send them one final email saying that you are there for them whenever they’d like to reach out to you for a product tour, general queries, and tell them how you are ready to address their pain points. |
Sales email sequences help sales reps become more productive and close more deals. It prevents them from writing a new email every time they need to reach out to a prospect, onboard them, or remind them that their trial is about to expire. Freshsales CRM helps you configure multiple email sequences within a single solution. Want to learn more? Check out how Freshsales can help.
