There are tools available like HubSpot Sequences that allow you to create a sequence of emails, and enroll people into the sequence. This automates the follow up process, so you can write all your emails in one go, and automatically have each of them sent out after a certain amount of time. This saves time, and also serves another longer term purpose which I'll get to. First, let's talk about a general e-mail sequence that you can create now. Let's say you're creating a simple email sequence to reach out to marketing leaders at software companies. You can start with an email sequence that's three emails long with a phone call in between the first two emails. Let's continue to use the example of your web design company. The first email template would leave room for you to add custom content. It might look something like this. Hi Kathy, I'm Rob from XYZ Web Design, and I'm reaching out because I notice that your website wasn't ranking for some very low competition keywords that are popular in your area. Below are some typical problems we've solved from other software companies. One company's website wasn't generating enough sales, so we optimized their website and increased revenue by 51 percent in a month. Another website wasn't getting enough traffic, so we optimized the website to rank in Google and increased their organic traffic by 43 percent in three months. Three, another company was focused on the product, and planned on building the website later, but that meant they couldn't collect leads in the meantime, so we built one from scratch for them which let them collect emails while they built their product, and still have an audience email about their launch. I would love to get on a call soon and learn a little bit more about your business and goals to see if I can help. If we decide it's not a good fit, at the very least, I'd be able to point you in the right direction. You can book a time with me here. Looking forward to chatting. Best, Rob. While the majority of the email is templated, that first section is what keeps the reader hooked to keep reading. You would write a custom intro that shows, one, you've done your research on them and the company. Two, you know what they're interested in, either personally or professionally, and can relate to it. I might say something like, I help companies turn their websites into revenue generating channels. I took a look at your website today. I saw that it isn't as up to date as your competitors. You might be losing some potential customers here, I'd love to help. Notice also at the end that I provide a link. That's a meetings link. You can create one through the HubSpot sales tool. If someone clicks that link, they'll see your calendar, your availability, and will be able to book a time with you directly without you both emailing back and forth to find a time that works. Then you'd follow up with the first phone call the next day and use this script. Hey Kathy, it's Rob from XYZ Web Design. How are you? Hey, I know I'm catching out of the blue here. I'm calling because I came across your website and I noticed that you were losing out on potential traffic from search. Do you have a second to chat? It's short and sweet. If you get their voicemail, you should leave a voicemail and use a similar script. Hey Kathy, it's Rob from XYZ Web Design. I know I'm catching you out of the blue here. I'm calling because I came across your website and noticed that you were losing out on potential traffic from search. If you have five minutes to chat, I would love to help you out. Here's my phone number to call me back. Then the second email we got the next day and contain a case study or some information related to their industry. Ideally, something your company has written. Hey Kathy, wanted to follow up on my email and phone call. I know you're busy, so I'll keep this short. I'd love to help you turn your website into something that will get you more customers. I just helped another client go from not getting any customers from their website to getting ten leads each month. I've attached the case study in case you're interested in learning more. Is this something you'd be interested in doing for your business? Best, Rob. The third email in the sequence is what we call a breakup email which lets the person know you won't be following up with them anymore. Here's an example. Hey Cathy, I don't want to keep following up if improving your website isn't a priority for you right now. I appreciate you fielding my first couple of emails. Feel free to keep my info on hand if you'd like to reach out in the future or if you have any questions. In the meantime, I know you don't want to talk, but here are some free resources that I thought might help you. Let me know if you have any questions. Best, Rob. It's interesting because the breakup email has been one of the most successful emails for me in terms of what gets meetings booked. Once you create a series of email templates, you can create a sequence and schedule each email to go out after a certain amount of time. Then you enroll a prospect into your sequence, so they'll receive these emails automatically. The sequence ends if your prospect responds to an email or receives the final email without responding. Earlier, I mentioned that setting up an email sequence for automated follow up can save time. But there is a second benefit to it. If you're using HubSpot Sales with HubSpot CRM, all the emails you send are tracked. This means you'll get a notification when someone opens your email and clicks on a link in that email. So imagine you enrolled someone in the sequence above, and they never responded. Or maybe you booked a meeting, but they weren't interested. Six months later, you get a notification that they just open your emails from six months ago. That's a sign for you to follow up with them. Sending those sequences of emails not only books you meetings now, but will plant the seed for potential conversations in the future. I've closed a lot of deals based off that tactic. Sometimes, it's not that they don't want help. Maybe they have a lot to do or they just forgot to respond. I just send an email like this. Hey Kathy, we spoke a couple of months ago about redesigning your website. I wanted to follow up and see if now would be a better time to chat. Maybe there's something I can help with. Let me know if you'd like to set up a call. Best, Rob. That's why I love using sequences. I can use one sequence, customize the first email, and schedule out the rest. Before you get too excited about automating your email follow ups. There's one important point to remember. Do not fall into the automation trap. It's easy to think, great, a tool that helps me do less work and email more people in less time. A huge mistake people make is creating a sequence, and then rolling 50 people at once with no personalization. That's not the purpose of sequences. It's not helpful, and only adds to the noise in people's inboxes. Here are some tips to avoid that. First, customize your emails for the person you're contacting. Focus on how you can help their business. Provide helpful resources, send emails during off hours such as early in the morning, or between 5:00 and 7:00 pm. Alternate the time of your follow ups. For example, don't send each follow up email at 5:30 pm, it gives away the fact that the emails are automated. Keep your paragraphs to one to two sentences to optimize for mobile reading, don't include more than one or two photos and links, do not include file attachments. Practice these tips, and you'll start booking meetings soon. In the next section, we're going to learn how to run an effective exploratory call to qualify whether or not the person is a good fit to work with.
