Let's hear about how you're using Email Sequences!


Userlevel 7
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Share an example of how your team is using Email Sequences to reach your customers and prospects. Let’s hear your ideas! I’ll start with an example we use this feature at Copper in the first comment. :point_down:


7 replies

Userlevel 7
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I’ll go first: for customers who go through our high-touch onboarding, we use Email Sequences to send them a survey after they have completed their setup. The Sequence is triggered off of a tag we add to each contact involved in the onboarding process.

The first email in the Sequence contains the survey link and some personalizations such as who their onboarding specialist was. The second email, which is sent three days later, is sent if they didn’t click the survey link, and is just a quick follow-up reminder.

This helps us collect feedback very easily with a high response rate!

Userlevel 4
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We use it to send welcome packages to our new members. Basically every time someone is marked as a New Member, it will send them the email with a link to our welcome PDF. If they don’t open it it will follow up a few days later.

We have a similar setup for follow up after each virtual seminar.

Surveys are a good idea. Maybe we’ll include one as part of our follow-up sequences.

Userlevel 3
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Our website has the web tracking pixel so anyone with high web engagement gets sent a calendar link to talk to our sales team.

The web visits also count towards the lead score, which helps my sales guys understand the level of interest they’re working with.

Userlevel 3

For us it’s more about being able to manage all these things in one place. Previously we had to log into ActiveCampaign separately to edit campaigns, check performance, etc. We also had to make sure that all the contacts there were in line with what we had in Copper. We were doing that manually for a while and then used Zapier. But of course it’s easiest if we can just work directly out of Copper.

Also it’s really, really handy to be able to open a contact and see exactly which campaigns they’ve been sent and opened. It helps us tailor the conversation so that we’re not repeating something they’re already read.

This blog post that I wrotemight be valuable to some: https://www.anduro.com/blog/marketing-automation-from-linkedin-to-prospects

Userlevel 3
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In speaking with customers, one overarching theme is how much teams love the added structure email sequences provides to their client relationship process. I want to highlight a great story from a customer this week in the dental appliance industry. 

This customer targets two core audiences, with an interest in product A or B. Their goal was the save the sales team from performing random, manual outreach and keep up with important follow ups. With reps averaging 50-100 emails outbound each month manually and with no structured cadence, you can see how easy it was to let follow ups (and deals!) slip through the cracks. 

The most important component for this customer was optimizing their client’s purchasing experience - they wanted to engage their prospective buyers as soon as possible and reach success (a purchase) within the first two touch points. 

Previously, reps were manually emailing leads about product A or product B , pushing for a phone conversation. Now, sales reps are empowered to set up their own campaigns using a two email sequence with contact tags for each product segment. This switch to automation organized their leads and pushed out content to match a lead’s product interest. They spend more time on the phone with hot leads who engage with emails, and less time sending out random follow-ups. 

The other key component for their business was the reordering process. To help with optimize, we set up a post-sales campaign based on the time elapsed since last purchase to keep customers engaged after the initial sale and coming back for more. 

Finally, seeing all analytics on the record in Copper was a true game changer in terms of visibility for managers and reps! The team didn’t have a clear understand of how their leads were engaging with their emails, and now fully understand where to spend the bulk of their day. Leadership can clearly evaluate email efforts to make necessary adjustments. 

Email sequences helped the team to prioritize their time and better understand their most engaged leads and clients who are ready for a conversation about their different product offerings, or ready to buy again. It was very cool to watch sequences fill in the gaps for this customer’s sales process! :relaxed:

 

Userlevel 5
Badge +3

Love the examples thus far!

We use Email Sequences in 3 core ways:

  1. Sales-Focused Opportunity Follow-Up (CLIENT): So when an opportunity is moved to a stage in the process (after a proposal is sent), it sends out a follow-up cadence over the course of 14 days for a client. We have them super personal and short, just check-ins. The open rate and reply rate are fantastic (talking like 80% open rate and 35% response rate). To get this working though, we had to do some complexity to make the tag append to the primary contact of the opportunity upon stage change, so it’s not super straightforward unfortunately.
     
  2. Process-Focused Lead Follow-Up (INTERNAL): When a new lead is added to the system due to requesting pricing on our website we have it add the lead with the Lead Status of “Requested Pricing” which then triggers an email nurture to go out after a 1 hour delay, checking in if they have any questions and if we can help with anything.
     
  3. Copper Tips & Tricks Newsletter (INTERNAL): When you sign up for our Copper CRM Tips & Tricks digest here, we have a lead add to the CRM with a drop-down custom field called “subscriber status” set to “subscribed”, which triggers a Workflow Automation to add the tag “subscribed - tips & tricks digest”, which triggers our newsletter to send out from Outfunnel.

With all of the above, we love how it tracks engagement and visits to the website back to the lead/person along with a lead score. This lets us see who on our newsletter is most engaged directly within Copper which is awesome. We were using ConvertKit heavily in the past but are in transition to totally move away from it soon :grinning:

For the final piece, we use our own internal communication automation tool which is built more for the one-to-one transactional emails for regular check-ins when onboarding a new client through an opportunity pipeline, internal team emails depending on stage they are at, or with status updates throughout the project management pipeline.

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