In the video below I talk about the Lead Conversion Email Sequence.
The Lead Conversion Email Sequence should be used when you are looking to take someone from your email list, such as an interested party, and you want to turn them into either a sale, or a more qualified lead that your sales team can call up.
The reason that someone typically enters into this sequence of emails is due to their activity in the past. They may have opened a specific email of yours. They may have clicked on a link within an email of yours. Or perhaps they have gone to a specific page on your website, and that has triggered this sequence to send them out a series of emails.
The lead conversion email sequence, as well as 22 other email sequences are available in the Digital Marketers’ Campaign Playbook, which you can download below this post. But for now, here’s the whole video!
The 2nd email in this sequence should reinforce your prospect’s suspicions about the problem you solve. At this point, you still aren’t talking directly about a solution, but subscribers will have some preconceptions about how they can solve their problem, and you want to reinforce those thoughts, so that they are primed and ready to take action when the right solution presents itself.
Now that your prospect is aware of their problem, and they have hope that there is a way to solve that problem, on Day 6 it’s time to evoke emotion about the pain associated with that problem. At the core of this problem, what is the pain your prospect is experiencing? The better you can articulate that pain and tie it closely to an emotion they feel, the more compelling the emails to come will be.
The 4th email that is sent on Day 9 is the first time you will talk about your solution. In this email, you want to make direct reference to the problem, reinforce the hope that it can actually be solved, and emphasize the emotional connection your prospect has to solving that problem. Of course, you will also want to articulate how your business can solve this problem for them with your product or service.
Day 11 is when you will send out email 5, and it’s all about social proof. Ideally, you would use this email to present a customer a story of someone who has overcome this very specific problem in the past by using your solution. If you can, get this customer on video telling the story themselves.
The 6th e-mail of this sequence gives you an opportunity to overcome common objections with an FAQ. Think about the most common reasons people don’t buy from you, and try to address your prospect’s concerns about each of them.
As we move on to Day 15 of this sequence, it’s time to get serious. In email number 7, you will introduce a time-bound offer for your product or service, which will eventually create urgency. You will also reinforce the implications of not solving this problem. Connect these implications back to the emotions you described in the 3rd email of the sequence.
The last 4 emails from Day 17 to 19 are all about closing the deal. You will provide further social proof in the form of customer testimonials, reviews, and results, and then create urgency by taking away the time-bound offer you are providing prospects using a hard deadline.
I would highly recommend using smart triggers throughout this sequence. If someone hasn’t opened or clicked any of the first 5 emails, then they probably aren’t interested in your offer, at this point at least. For example, you could set up the sequence so that emails 6 to 11 only get sent to people who have engaged with previous emails.
That’s it for the Lead Conversion Email Sequence!
![The Ultimate Guide to Email Marketing [Infographic] (1)](https://flypchart.co/wp-content/uploads/2017/05/The-Ultimate-Guide-to-Email-Marketing-Infographic-1-110x80.jpg)
