{"id":9067,"date":"2024-10-25T14:35:16","date_gmt":"2024-10-25T14:35:16","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/why-youre-probably-underutilizing-email-sequences\/"},"modified":"2024-10-25T14:35:16","modified_gmt":"2024-10-25T14:35:16","slug":"why-youre-probably-underutilizing-email-sequences","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/why-youre-probably-underutilizing-email-sequences\/","title":{"rendered":"Why you’re probably underutilizing email sequences"},"content":{"rendered":"


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For HubSpot users, HubSpot email sequences are a powerful way to save time and stay consistent when connecting with your audience. But if you only use them for cold outreach, you\u2019re letting a valuable tool sit idle.<\/p>\n

Think of email sequences as a Swiss army knife of sorts \u2014 useful for a ton of different things. You can use them to promote events, keep leads engaged, follow up with customers and much more. HubSpot, of course, is not the only vendor offering email sequences and much of the advice below is applicable to whichever solution you\u2019re using.<\/p>\n

Let\u2019s look at 10 practical ways to expand your email strategy using email sequences. As you read through, consider which ones fit your needs and how to put them to work for your team.<\/p>\n

1. Webinar invitations<\/h2>\n

Stop manually sending invites and reminders for every webinar. Instead, set up a sequence to do it for you, making sure people don\u2019t forget about your event and increasing attendance.<\/p>\n

Example:<\/strong> Start with an initial invite highlighting what they\u2019ll learn and why it\u2019s worth their time. A few days before the event, send a reminder with key talking points. On the day of the event, send a final email with a link to join. Then, follow up with a recording link and a quick survey to get feedback.<\/p>\n

2. Reminder emails for appointments or renewals<\/h2>\n

Missed appointments and expired subscriptions are lost opportunities. Set up a sequence to remind customers about upcoming dates and renewal deadlines so they stay on track and you don\u2019t miss out on potential revenue.<\/p>\n

Example<\/strong>: Start with an initial reminder a week or two out, then send another reminder closer to the date with details on what to expect or how to prepare. If it\u2019s for a renewal, include a reminder of the benefits of staying with you and offer to help if they have any questions or need to adjust their plan.<\/p>\n

3. Event follow-up<\/h2>\n

Don\u2019t let event connections go cold. A follow-up sequence keeps the momentum going and turns attendees into engaged contacts.<\/p>\n

Example<\/strong>: Start with a \u201cthank you\u201d email for attending. Then, a few days later, send a link to session recordings and any additional resources. Wrap up the sequence by inviting them to the next event or offering a special post-event deal.<\/p>\n

Dig deeper: <\/em><\/strong>3 tips to maximize your ROI at events<\/em><\/strong><\/a><\/p>\n

4. Feedback requests<\/h2>\n

Get insights and improve your offerings (or events) by asking for feedback<\/a> at the right time. This sequence is perfect for gathering input after a purchase or support interaction.<\/p>\n

Example<\/strong>: Send a thank-you message a few days after the transaction, then follow up a week later, asking how the product or service is working for them. Ask specific questions and include a feedback form link to make it easy.<\/p>\n

5. Asking for reviews<\/h2>\n

If you\u2019ve been getting great feedback from customers, getting them to share that publicly is a huge help. But while customer reviews are gold, asking for them one by one takes forever. Use an automated sequence to ask for reviews<\/a> when it matters most \u2014 right after someone\u2019s had time to enjoy your product or service.<\/p>\n

Example<\/strong>: Start by thanking customers for their purchase, then follow up a week or two later with a request for a review. Make it easy by including a direct link to leave their thoughts. Sweeten the deal by offering a small discount or perk in exchange for their time.<\/p>\n

Dig deeper: <\/em><\/strong>The marketer\u2019s guide to automating customer engagement<\/em><\/strong><\/a><\/p>\n

6. Podcast guest outreach<\/h2>\n

Finding and scheduling podcast guests can be a hassle. Use a sequence to speed up the process so you can focus on having great conversations instead of getting bogged down in email threads.<\/p>\n

Example<\/strong>: Kick off with a personalized invite explaining why you\u2019d like to feature them and why it\u2019s a good fit. If they don\u2019t respond, a quick follow-up can remind them of the opportunity and suggest some dates. Once they\u2019re on board, send a confirmation email with interview details, a list of potential questions and any setup tips they need.<\/p>\n

7. Drip campaigns for strategic partners<\/h2>\n

Send relevant content consistently to keep your partners in the loop and show them you value the relationship. This keeps you top of mind without overwhelming them with random updates.<\/p>\n

Example<\/strong>: Create a sequence that sends a monthly update with industry news, blog posts or any other content that could be useful to them. Consider adding occasional exclusive offers or early access to resources to build goodwill and deepen the partnership.<\/p>\n

8. Re-engagement campaigns<\/h2>\n

Contacts go cold over time if you don\u2019t reach out. Use a sequence to revive these leads and remind them why they signed up in the first place.<\/p>\n

Example<\/strong>: Start with an email highlighting what\u2019s new \u2014 recent product updates, a big win for your company or new features they might find useful. If that doesn\u2019t spark interest, offer a small re-engagement discount or showcase top content they might have missed. Keep the tone light and focus on reconnecting, not just selling.<\/p>\n

Dig deeper: <\/em><\/strong>9 steps to make an email reactivation program that really works<\/em><\/strong><\/a><\/p>\n

9. Lead nurturing<\/h2>\n

Help your leads move through the buyer\u2019s journey<\/a> by delivering helpful content based on their interests. The goal is to build trust and guide them toward a decision without being pushy.<\/p>\n

Example<\/strong>: Start with an educational piece that addresses a pain point they\u2019re likely facing. Follow up with content that showcases how your product or service can solve that issue. End with a strong call to action, like scheduling a demo or a free consultation.<\/p>\n

10. Meeting or demo no-shows<\/h2>\n

No-shows happen, but they don\u2019t have to mean a lost opportunity. Set up a sequence to follow up with people who missed a scheduled meeting or demo so you can keep the conversation going without manual effort.<\/p>\n

Example<\/strong>: Start with a friendly email shortly after the missed appointment, acknowledging that things come up and offering a quick link to reschedule. If they don\u2019t respond, send another email a few days later with alternate times to show flexibility. For high-priority leads, consider adding a personal touch in the final email, like a direct contact number or a note asking if there\u2019s a better way to connect.<\/p>\n

Getting started<\/h2>\n

Email sequences are more than just a way to send cold outreach<\/a> \u2014 they\u2019re a flexible tool that can automate almost any type of communication.\u00a0<\/p>\n

Whether it\u2019s re-engaging leads, nurturing partnerships or managing event follow-up, there\u2019s no shortage of ways to put sequences to work for your business. And if you don\u2019t have HubSpot, these ideas can be implemented in any one-to-one email sequencing tool.<\/p>\n

Don\u2019t let this powerful tool go to waste by using it only for cold sales outreach. You might be surprised how effectively your team can work when you get creative with your sequences.<\/p>\n

<\/p>\n

\n<\/div>\n

Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n


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