Call sequencing has been shown to increase contact rates by up to 110%. So, isn’t it time you implement the same approach to your email outreach? Email sequences save time, create a consistent experience for your prospect, and can even speed up your sales cycle.

Begin by identifying your goal for the sequence. If you’re contacting a prospect for the first time, your goal might be to educate them about pain point solutions. If you’re trying to re-engage with a prospect who’s ghosted, your goal would probably be to get them on the phone.

Here’s an email sequence I use for prospects before I’ve gotten them on the phone. Use these templates to take some of the guesswork out of your daily prospecting, move up on the activity board, and close more deals.

The Pre-Call Email Sequence for Reaching a Prospect

Email 1: The pain message

If you’re contacting a client you haven’t yet spoken to on the phone, it’s important to immediately establish value and avoid pitching your product too soon.

This template starts with an attention-grabbing headline and drives home value with an easy-to-read, bulleted list of pain points that should ring true to those of your prospect.

Email 2: Value message

One week later, follow up with a value message. In your first email, you identified their pain points. Now it’s time to tell them about the benefits of your product/service. Give your prospects a solution, and offer them a glimpse into what life with your company is like.

Email 3: Name drop message

Another week gone by and you still haven’t heard from your prospect? It’s time for the name drop. Highlight clients with similar company goals as your prospect and speak about their success using your product/service.

Email 4: Qualify message

A week later, follow up with a question for your prospect -- and tie that question back to a pain point. You want to remind your prospect of the challenges they face, and highlight how you can help.

Email 5: Product message

A week later, it’s time to pitch your product and speak directly about its features. Keep this email short. Your prospect hasn’t verbally expressed interest in your offer, so you’re still trying to earn their attention and interest. Keep your product’s benefits and features bulleted and topical to boost readability.

Email 6: Last attempt

One week later, it’s time for your final attempt at contact. Avoid the temptation to be passive-aggressive or pushy. Keep your tone business-as-usual and self-aware. And tell your prospect you’ll always be available to talk when your product/service becomes a business priority.

Customize this sequence for your business and see how much time and energy you gain for other, more valuable tasks.

HubSpot CRM

Originally published Feb 5, 2018 8:30:00 AM, updated February 26 2018

Topics:

Email Prospecting