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7 Stages of Sequenced Email Marketing
Quite often when we think about email marketing and automation, the first thing that comes to mind is building a drip campaign to nurture leads. This is a great start, but there is so much more email can do to help drive your marketing and business forward. Let’s take a look at the seven stages of email marketing and the email sequences you can use to get the best possible results.
Stage 1 – Lead
Nurturing Email Series
When you generate a new lead, you want to bond with the new lead and create value for them. There are various email sequences you can use to achieve this. For example, for a lead generation campaign, you can use a standard drip email sequence or a multi-video bonding sequence. If you generated a lead at an event, you may want to use an event follow-up sequence. The key at this stage is that you want to develop a relationship with your audience, while providing value to them, so they are better prepared to buy from you.
Stage 2 – Sales
Once your lead is sales ready, you can either drive them to a sales campaign through email or call on the lead using a sales person. For many businesses, they will use both email and sales people to maximize results. When it comes to email, there are different types of email campaigns that can be used ranging from driving prospects to sales letter to a webinar campaign.
Stage 3 – Onboarding Email Series
While making the first sale is a great step, to maximize the lifetime revenue per client, you also want to maximize retention and upsell clients in the future. This is why onboarding is so important. To ensure that clients get the most out of your product or service, set them up for success. You want to show them how to use your product to get the best possible results. If they are successful using your product, they will be more likely to buy from you in the future.
Stage 4 – Customer
You work so hard to win new business, so why not make your customers feel special, so they are more compelled to be loyal to your business. An easy way to achieve this is through milestone bonding campaigns where you connect with your audience on special occasions, such as their birthday. Another important customer experience campaign is the customer experience survey email series. This campaign allows you to find out how clients feel about your business and product, so you can make any necessary adjustments to satisfy your client’s needs and continue to win their business.
Stage 5 – Upselling
If you know what product a prospect may be interested in after buying a product from you, email can be used to automatically send relevant offers to your clients. This allows you to maximize the lifetime revenue per client, while developing more consistency in how you sell to your clients, creating a more predictable business.
Stage 6 – Retention
Once your client is purchasing from you, make it easy for them to renew. Blueprint develops retention campaigns using a sequence of emails that are automatically sent to your customers to maximize both retention and revenue.
Stage 7 – Re-engagement Email Series
When you lose a customer or if a customer has simply gone cold and has not purchased, there are email campaigns that can be used to reengage with these contacts. For example, if you have lost a customer, a limited time promotion can be used to entice them to come back. If you have improved the functionality of your product, email automation can be used to educate the customer on how your new offering can now satisfy their unmet needs.
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