Like most small businesses, we used to get 90% of new clients from referrals.
If we had more time, we’d generate leads through inbound marketing. If we had more money, we’d purchase $30,000+ in advertisements or sponsorships.
But we had limited time AND money. So we had to come up with a different solution.
As a result, we built a follow-up email system -- using the free Email Templates tool from HubSpot Sales -- that generated $100,000 in the past 30 days.
Our total revenue increased by 215% since we started sending these templates.
Here's how we did it:
Step 1: Find prospects who are mentioned in the news
We’re a branding agency in the healthcare industry, so the majority of our clients are doctors or dentists.
One of our favorite tricks is finding doctors who are mentioned in the news, and reaching out to congratulate them. Saying “congrats” warms up the initial email and catches their attention.
There are two methods we use for monitoring the news: Google Alerts and feedly.
Creating a Google Alert is simple. Type the keyword you want to monitor and save the “alert” to send to your email address.
For example, a keyword that we track is “orthopedic surgery.” So I just type in “orthopedic surgery,” enter my email address, and click Create Alert:
Now I'll get an alert when an orthopedic surgeon is mentioned in the news.
We also use feedly to discover when a doctor is mentioned in the news. I simply add websites to my "feed," so when a website we're monitoring publishes a new article we have alerts saved in one place.
For example, a website we follow in our industry is KevinMD.com. I add the website to our feedly account by clicking +Add Content, typing “KevinMD.com”, clicking the green +feedly button, then click Add:
And just like that, KevinMD is added to our feed.
Other websites we’ve gotten new customers from are TEDmed.com, Ad Week, and Advertising Age. So I’ll add those to my feedly account as well.
To see all of them at once, I click on my Health tab, and all of them pop up as one feed:
Step 2: Send an email congratulating them on their news coverage
Now that we've found our doctor to contact, we send the first email using the free Email Templates tool from HubSpot Sales.
Here's our best-performing initial email template:
More often than not they'll click reply or schedule time on my calendar.
(Our team uses Meetings tool from HubSpot Sales Pro to automatically book meetings on our calendars without sending back-and-forth emails of "What time works for you?")
If I don't hear anything for 24 hours, I'll send a second email.
Step 3: Send a follow-up email with helpful content personalized to their industry
This email template always drives a ton of responses.
For example, if our current prospect is a physician, I’ll send him a valuable "branding survey tool" we use to help clients differentiate themselves.
Here’s what that might look like:
After we added doctor's names to the survey our response rates skyrocketed. It's a small tweak but personalization is a powerful tool.
If the doctor doesn't click reply or book time on my calendar (using the Meetings tool from HubSpot Sales Pro) I'll send another follow-up email.
Step 4: Send the third email template of “Trying to connect"
If I don't hear anything for 24 hours, I'll send this follow-up email again:
This single email has the highest response rate of all the templates.
Step 5: Send the final follow-up email template of “Permission to close your file?”
If I'm struck with silence after the first three emails, I'll send a final follow-up email asking for permission to close their file:
Why does this email perform so well? Perhaps because people want what they can't have.
I'm not entirely sure, to be honest. My assumption is they realize, “Oh, I’m never going to hear from this guy again. Maybe I should look into their business …”
Finally, our last step is measuring performance of our email templates.
Step 6: Improve our email templates by measuring their performance
Inside HubSpot's free Email Templates tool we can measure our open rates and click rates:
We constantly measure email performance and make improvements as we see fit.
This helps us understand what templates are performing the best versus what templates should be improved. Without this tool, we are making decisions with zero data.
These templates have worked tremendously well for us so far, but we’re still early in the process. We will continually test until we discover the perfect email templates.
Hopefully you'll get similar results as us -- closing $100,000 in just 30 days.