Nowadays industry are turning digital and businesses need to use multiple strategies to sustain brand for a longer period. There are different ways of marketing and it is important as the audience develops a recognition for a specific brand or company.
As this recognition turns to eagerness, most people randomly turn into the customers of a brand. Email marketing is one of them. To understand email sequencing, you need to have a clear idea about email marketing.
Now the question arises, how can a brand execute the email marketing process successfully to improve sales? Well, there are certain things to know about email marketing and the right sequence that can improve your sales. You can go through some examples of the right email sequence here.
Email Sequence: Definition
An email sequence is a well-planned strategy the companies use in the case of email marketing. If you are planning to improve the marketing for your company, make sure to send emails to random individuals in a specific sequence.
There are different parameters on which the email sequences are made. Once a particular email sequence is made, a company can automate the process. If you do the same in your organization, expect a sharp improvement in your business as you would be able to save both time and labour charges.
Email sequences can be a long-term process as it can run for months or years. All these sequence-based emails help in nurturing the random people turning them into prospects. When these prospects are convinced to purchase something from your brand, you can consider them as customers.
Here are some current stats regarding email marketing that can show you its present condition in the business world and why you need to concentrate on it.
As per the data published by Statista, in 2020, the number of email account users amounted to 4.3 billion. This number has increased as the same data shows that it was some 3.9 million in the year 2019. This data is published on Oberlo.
The other data from the same site states that an expense of $1 done on email marketing can provide an ROI of $42. So, this can be considered as another crucial reason why email marketing has high relevance in the industrial field.
According to Hubspot the company could make $100,000 in a month while carrying out email marketing creating a particular sequence. As per the blogger, the revenue of the company boosted to 215%.
Email Sequence: Reasons for its necessity
Many points show the vitality of the email sequence. Some key points are discussed below:
Email sequence for setting up communication with the customer:
The primary job of an email sequence is to guide the customer to initiate communication. In case there is more communication, you can expect the customer to make purchases from you.
Enhance bonding with the customer:
You cannot expect any random person to become your customer instantly. Sending a single email or sales-related mail might ruin the customer’s interest in your company.
To handle such a condition, you can rely on email sequencing. Following a specific sequence while sending the mails to the prospects (people) you can expect them to become your customers.
Provide the prospects with the necessary knowledge about a company:
If you are a business owner and planning to incorporate an email sequence for further email marketing, consider it as a support system for providing the necessary knowledge regarding your business. Email sequence does not mean that you need to send sales-related messages to your potential customers every time.
Brand positioning:
Not every business owner understands the importance of email sequence but it can enhance the position of a specific brand in the industry. Moreover, the protocol of sending emails can improve the repute of the organization.
No matter which industry you belong to, email sequencing can be a crucial thing for you to count on because it can act as a determinant for the condition of your business in the long run. Moreover, you can gradually make a big network of prospects and later increase your customer base.
Proper Usage of Email Sequence
Here, you can go through the key variants of emails in terms of their content that you can send to your contacts when it comes to email marketing.
There are roughly six types of emails that you can send to random individuals to turn them into brand-loyal customers. The types of emails that form a sequence are mentioned here in chronological order.
The Friendly email: Permission email
The permission email is always the first type of mail a company needs to send to potential customers. This mail should always resemble a person who is about to set a friendly connection with a random person.
The characteristics of the permission mail are as follows:
- The mail should be written in an informal manner
- It must have a casual language
- All permission mails should be written addressing the reader
- It can also have an imperfect approach but with easily understandable facts
- Both facts and language in the permission main should contain such language which helps the random reader to relate to the company
So, as a business person, you must always convey to your marketing team to write the permission mails according to the above characteristics.
The Presentation email: Clout email
The clout email comes in the second position when you consider the email sequence. With the help of this email, you can make your presentation before the random prospect. The best you can do is to mention authentic facts regarding your company.
The characteristics of the clout email are as follows:
- All clout emails should contain good facts about your organization
- The prominence of your organizational platform must show up on your email
- Add content that is present on your Youtube channel or the podcasts that are featured
- The write up of the email must be in such a manner that the person going through it gets intrigued easily to watch the video clip
- Make sure the video clip contains factual information about your company that is made it a graspable way
- The presentation should be done in a manipulative manner as the viewer gets readily intrigued to know about the brand
The manipulative email: Training email
If you are maintaining the email sequences, try to manipulate the random customers with the help of training emails. You can easily change the mind of the prospect with the right presentation of the training email.
In the case of the email sequence, it comes at the third position. As a businessperson, you can send the training email until the prospect can recognize your brand and start communicating with you.
Attributes of the training email are given below:
- A training email should have a similarity with clout email as per the content
- It should have the attachment where an organization guides the prospect in case of using a product
- The organization should act as the teacher while sending the training email to random individuals repeatedly
- All video content should be presented in a friendly manner
The informative email: Recommendation email
When you find that the random prospect is communicating with you even after you are sending the training emails, consider it the right time to send the recommendation emails.
There should be a lot of information in the recommendation emails that can let the prospects know about different products. You can use the affiliate links in the recommendation emails that can help you to attract prospects and later turn them into customers.
Attributes of Recommendation email are mentioned here factually:
- Recommendation emails should contain a positive overview of different products
All recommendations should be made in such an approach that the prospects get easily manipulated - No recommendation emails should be presented in a deliberate promotional manner
- The brands or products recommended by an organization should not be competitors
- All associates which a business organization recommends should provide a part of their profits to the organization
The sales email: Asking email
Only a few prospects can actually keep communicating with a business organization till it gets the position of sending the sales email. If you find any prospect (random individual) interested in your brand and communicating after you have sent the recommendation mails, you can send an asking mail.
The way to understand whether the prospect is interested in your brand is by tracking the results of the training and recommendation emails.
Here are the characteristics of the asking mails
- All ask emails must promote a product or a brand
- The language should be friendly and informal
- The call-to-action approach needs to be maintained by the organization when it comes to sending the ask mails to the potential customers
- All information regarding the sales must be present in the ask email
- Mail for further communication: Feedback email
After you have sent the ask mail to the prospect, try sending the feedback mails to further communicate and check if the potential customer is eager to become your customer or not.
The Feedback email
Here are the unique facts about the feedback mail
- Every feedback mail should start with a salutation as an organization can never consider a prospect as a stranger anymore
- The language of the feedback mail should always contain the request for views from the prospect
- A feedback mail should ask for the views only and never ask for a purchase
- An organization should never send the same feedback message to a prospect again and again as it can diminish his/her level of interest
Email Sequence to Activate a List
If you are a business owner, never let your marketing team put contacts into a dormant list. A dormant list can be harmful to your business. This list develops when an emailing list becomes ‘longer but people never get engaged.
So, you can consider it to be a failure of your email marketing if this type of situation arises. However, there is a solution to this. With a proper email sequence, you can desperately try to attract prospects again.
As per the sequencing is concerned you can start from the clout mails. Sending clout mails repeated times can enhance the further interest of any random individual towards your business.
So, you can see how maintaining proper email sequence while email marketing can help you rapidly build up a network for your business organization.
Examples Of An Email Sequence To Count Upon
If you have newly opened a business and are all set to incorporate email marketing, taking reference from the previous email sequence example can help you a lot.
Here, some well-acclaimed examples of the email sequence approach are mentioned in details:
Lead nurturing approach
The lead nurturing approach can be taken by a company if the random prospect connects easily with the lead magnet. The elements a company can send are as follows:
- Ebooks
- Genuine links of different sites
- White paper
- Portfolio of the company
To enhance the process of lead nurturing through email marketing, you can
take the support of the autoresponder.
Make sure a person can get the desired benefits in terms of sales if he or she is eager.
You can use the email sequence mentioned above and make sure the customer does not develop a disinterest towards your brand. As this can only lead you to incur losses.
Sending Informative Emails to Customers
Many business organizations start sending engagement emails to the people in the place of clout emails. This varies from one business to another.
As a business person, you can send random customers a set of recommendation emails with engaging content.
Proper tracking of the engagement morals should be done as a customer should never get it after the purchase is done. However, you can send an engagement mail to the customer mentioning the fact of inviting friends to know more about the brand.
As a result, the engagement mail can help you improve the networking of your business.
Conversion Email Sequence
Sending the conversion mail to the clients can be the appropriate idea for you in case you desire the receiver to actively take action to be a part of your business.
It might not be an instance that you are looking forward to selling something.to the random prospects.
The conversion email sequence is mostly used by gaming or entertainment apps. Proper tracking is necessary in this case as you might send irrelevant repeated emails to the same person.
So, if you have assigned the autoresponder, a marketing executive should always look after its operation.
Re-engaging email approach
The re-engaging approach is mainly used by eCommerce sites when they find a customer and remain inactive for days.
It is one of the best ways to make random leads and turn them into customers by balanced manipulation. There are different situations when an eCommerce site actually can send a re-engaging email. They are:
- When the company guesses that the customer might have not understood the need for the product
- When the customer is inactive for a long time and dos do not visit the e-commerce website
- If a customer leaves the order midway abruptly
- If the company observes that a customer has failed to place the order several times.
As per the language of re-engaging mail is concerned, the marketing executive of the e-commerce site should act as a guide and make the customer speak up regarding his/her problem
If the random customer does not reply after sending re-engaging mails, the e-commerce website can consider it as a sales failure.
If you have an eCommerce website, you can send the re-engaging mail on your site’s behalf to a customer. Remember the points and convey them to the marketing team for your company.
Renewal email sequence approach
As a business person, dealing with networking or cable service, you can send emails for sales and turn them into customers. The renewal email sequence can start after these random prospects have become your customers.
As a supplier, you can send the renewal mails in case you find a specific customer not renewing his/her subscription. Do not leave such customers unattained as they might switch to another supplier without any notice.
In the case of renewal mails, the language should be informative and factual. The best you can do is add an emotional touch to the email as it might lead the customer to change his /her mind.
Another thing you need to ensure is not using any type of threatening language. Always remember that email marketing is a field where you can carry out the best deal with the customer.
In case you do not find a customer not responding to your mail to communicate with you through other media, you can get back to the clout mail sequence and keep informing everything happening in your business.
Final Words
The importance of proper email sequence should be considered by every company as it relates not only to the success of email marketing but also the success of the overall business. The best you can do is maintain the sequence in the proper order.
As you start with any business organization, make sure to hire the best marketing executives who have a proper idea regarding the recent condition of the market and the business that you are into. The best they can do is to provide support to you.
