Avoid Four Strikes When Crafting The Perfect Prospecting Emails Campaign
Everybody knows that the concept of nurturing emails is important. It’s a key to the scaling of your business. Jean-Luc wrote a great article outlining the rules to follow when crafting the perfect prospective emails:
- Keep the message simple and straight to the point
- Personalize your message
- Do not forget the call to action
- Talk about them, not about yourself!
- Play cool
- Do your homework
- Use text formatted emails
So where does this list come from? Experience my friends. Many people at Tropical have worked for other startups. We’ve tried it multiple times with multiple companies.
To follow up with JL’s post, I wanted to show you a real life scenario that will help you (I hope) avoid important mistakes when crafting a nurturing or a prospective email campaign.
Nurturing emails, the real life scenario.
You and your marketing team have finished your first nurturing meeting. It went great! You decided to send four emails to your prospects. (They are the ones who are trying your software!) They’ll receive one email from each of your organization’s key employees: the marketing girl, the tech support guy, your sales rep, and then a final mail from your CEO! That way you’ll close the deal for sure:
- You’ll introduce your product: “Thanks for the trial. Our product is the greatest things since sliced bread. Here’s a list of our features.”
- You’ll show off your awesome tech support: “If you have any problem, we’re here 24/7, and we kinda rock, you know!”
- You’ll make an offer: “Heyyyy, here’s an offer that you cannot decline.”
- And have a pep talk from the guy behind it all: “Why would you not buy our software? We rock!”
NICE! The designer has already crafted the email campaign with all your logos, crazy but subtle shadows, and out of this world screenshots of your software. It’s just so beautiful.
Code it in a Mailchimp or Campaign Monitor autoresponders, and BOOM! You got your nurturing emails up and running. You will convert. It’s damn sure!
Money will just rain!
One week passes.
Then a month.
You kind of forgot your prospective emails because they already rock!
So one morning you say to yourself: “Hey! Why not check on my nurturing campaign?”
Then, you check your campaign statistics… You’re heart stops for a second. The results are catastrophic. Only 10% of your prospects opened your first email. And worse, after that, you’re open rates are dry. Desert dry! They are plunging. And you don’t even want to look at your click rate: it’s a great thing that those can’t go below zero!
So. What happened?
First strike: sending emails from different contacts.
Your first series of prospective emails should always come from ONE person.
That way, your leads can put a name and a face to your brand. It becomes human. Even if he or she does not answer to your first emails, he or she associates your name to the brand: “Guillaume from Tropical”. I’ve been the trial nurturing guy before. I was the main contact point and I succeeded in creating a business relationship with some of our leads: they added me on Linkedin and Facebook. When that happens, you’ve won. They will open your mail and answer to your questions.
Tip: Do not be afraid to let your personality be reflected in your emails. Be yourself, your leads will feel it and they’ll trust you. The only rule: be true.
Second strike: sending random emails.
Your prospective emails series should tell a story.
Ask yourself- what’s the point of your emails? What’s the next thing you want your lead to do: attend a webinar? Ask for a quote? Try to follow your sales pipeline milestones. Remember, don’t be too pushy.
I’ve encountered a great email series when I tried Evernote. They decided that their story would be to showcase their product. The email subject was: “Evernote Tip 1/5: Create your first note”. Just by reading the subject, I knew how many emails they’ll send me and that they would be useful. I opened and read all their emails. Smart!
Tip: When writing prospective emails, start by writing subjects and call to actions for all your emails. Your call to action doesn’t have to result in button pushing. For example, you can ask the prospect to reply to answer a question. After that it’s a piece of cake to write the messages.
Third strike (you’re out!): html templates.
I’ve heard it, you’ve heard it. We all heard it: html templates are no good when sending prospective emails.
But we still do it! One day, when we realized that our nurturing email series had terrible click (or reply) rates, we tried it. We removed the “beautiful” from our emails. The result was astonishing. We sent the exact same message. Not a letter more, not a letter less. And our leads just started to reply to our last email. We passed from 0% click rate (yes, 0) to a 20% reply rate. One out of five people were actually taking time to answer our question- just by removing all the unnecessary things.
Tip: A/B test the same message with and without the html template. You’ll see what work the best for you. Every market is different. Try it for yourself and you may be surprised by the results.
Extra strike (because emails are not baseball): rhythm & relevance
When thinking about your subjects and call to action, keep in mind the rhythm and relevance of your emails.
The right rhythm is important to keep your lead hooked with relevant information. You have to make sure that the right message is pushed at the right time. If you have a 14-day trial, don’t try to sell at the second-day email.
Tip: Not all of your leads have the same needs and that’s why autoresponders are not a good way to nurture leads. Try to segment your leads and find what they are looking for. It’ll help you when writing the content of your emails.
In conclusion, I may not know much about baseball (sorry, I am Canadian, so I’m all about hockey!), but I know that you’ll see some dramatic changes in your prospective email campaign if you follow these rules:
- One person to contact all your prospects
- Your prospective email campaign should tell a story
- Html template emails are bad. BAD.
- Keep a good rhythm with relevant emails
And finally, do not forget to test. Every business is unique.
What would your fifth strike be? (I really know nothing about Baseball…)