HubSpot email sequences are an effective method to save time and maintain consistency when communicating with your audience. However, using them solely for cold outreach wastes a great instrument.
Consider email sequences to be a versatile tool that may be used for a variety of purposes. You can use them to promote events, engage leads, follow up with consumers, and much more. HubSpot isn’t the only vendor that offers email sequences, and most of the information below applies to any service you use.
Here are ten practical methods to use email sequences to expand your email strategy. As you read through, consider which ones meet your needs and how you might put them to use for your team.
- Webinar Invitations
Stop sending out invites and reminders for each webinar. Instead, create a sequence to do it for you, ensuring that attendees do not forget about your event while also improving attendance.
Begin with an initial invitation that highlights what they will learn and why it is worth their time. A few days before the event, send out a reminder with crucial talking topics. On the day of the event, send out a last email with a link to register. Then, to collect comments, send out a recording link and a simple survey.
- Send reminder emails for appointments or renewals.
Missed appointments and expired subscriptions are missed opportunities. Create a sequence to notify customers about forthcoming dates and renewal deadlines so they stay on track and you don’t lose out on possible money.
For example, send an initial reminder a week or two before the event, followed by another reminder closer to the day with information on what to expect or how to prepare. If it’s a renewal, send a reminder of the advantages of sticking with you and offer to assist if they have any issues or need to change their plans.
- Event Follow-Up
Don’t allow event connections get cold. A follow-up sequence maintains the momentum and converts attendees into engaged contacts.
Begin with a “thank you” email for attending. A few days later, send a link to the session recordings and any other resources. Finish the series by inviting them to the next event or providing a special post-event offer.
- Feedback Requests
Get insights and improve your offerings (or events) by soliciting feedback at the appropriate moment. This sequence is ideal for collecting feedback following a purchase or support encounter.
Send a thank-you message a few days after the transaction, and then follow up a week later to see how the product or service is working for them. To make things easier, ask specific questions and attach a link to the feedback form.
- Asking for reviews
If you’ve been receiving positive feedback from consumers, encouraging them to share it publicly is really beneficial. But, while customer reviews are invaluable, requesting them one by one takes long. Use an automated sequence to solicit feedback at the optimal time — just after someone has had the opportunity to experience your product or service.
Begin by thanking them for their purchase, and then follow up a week or two later with a request for feedback. Make it simple by offering a direct link to leave their feedback. Sweeten the bargain by providing a little discount or benefit in exchange for their time.
- Podcast guest outreach
Finding and arranging podcast guests can be challenging. Use a sequence to speed up the process, allowing you to focus on having amazing discussions rather than becoming mired down in email threads.
For example, start with a personalized invitation describing why you want to spotlight them and why it’s a good fit. If they do not respond, a brief follow-up might remind them of the opportunity and propose possible dates. Once they’ve agreed, send them a confirmation email with interview specifics, a list of potential questions, and any setup instructions they require.
- Create drip programs for strategic partners.
Send useful content on a regular basis to keep your partners informed and demonstrate your value for the relationship. This keeps you front of mind without bombarding them with irrelevant updates.
Create a sequence that sends out a monthly update with industry news, blog entries, or any other stuff that they could find relevant. Consider making occasional exclusive deals or providing early access to resources to foster goodwill and strengthen the collaboration.
- Re-engagement campaigns.
If you do not contact them, they will go chilly over time. Use a sequence to reactivate these leads and remind them why they joined in the first place.
Begin with an email that highlights what’s new – recent product improvements, a significant win for your organization, or new features they might find beneficial. If that doesn’t pique their interest, offer a tiny re-engagement discount or highlight great material they may have overlooked. Keep the tone light and focus on reconnecting rather than selling.
- Lead nurturing
Help your leads go through the buyer’s journey by providing relevant material based on their interests. The idea is to establish trust and guide them to a conclusion without being overbearing.
Begin with an informative item that tackles a pain issue they are likely to have. Follow up with content that demonstrates how your product or service can address the issue. Finish with a strong call to action, such as scheduling a demo or free consultation.
- No-shows during meetings or demonstrations
No-shows occur, but they do not have to result in a missed opportunity. Create a follow-up sequence for folks who missed a scheduled meeting or demo so that you can continue the conversation without manual effort.
Example: Send a pleasant email quickly after the missed appointment, noting that things come up and providing an easy link to reschedule. If they do not respond, send another email a few days later, offering different times to demonstrate flexibility. For high-priority leads, consider including a personal touch in the final email, such as a direct contact number or a note asking if there is another way to connect.
Getting started
Email sequences are more than simply a method for sending cold outreach; they’re a versatile tool that can automate practically any form of contact.
There are numerous ways to use sequences in your organization, including re-engaging prospects, developing partnerships, and managing event follow-up. Even if you don’t use HubSpot, these ideas may be applied to any one-to-one email sequencing service.
Don’t waste this valuable instrument by limiting its use to cold sales outreach. When you become creative with your sequences, you may be amazed at how well your team can work together.
