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7 Tips for Building an Effective Email Sequence

Email sequences are an integral part of your data driven marketing arsenal. You can use them to…

  • Educate your target audience on the benefits of your product.
  • Make your prospects feel good about and engage with your brand.
  • Persuade them to take action.

What’s more, email automation software, such as Cognism, lets you do all this on autopilot!

However, you have to get your email sequence right. If it’s poorly-written, boring or fails to communicate the necessary information, it won’t produce the B2B lead generation results you need.

Here are 7 tips on how to build an email sequence that delights your audience and makes them take action.

1. Focus on benefits, not features

Remember that whoever you are sending your cold email sequence to, no matter what they do or where they are, they don’t have much time. If they open your email, they want to know what’s in it for them, pretty quickly.

That means you can’t waste time telling them how great your company is. Your recipient doesn’t want to know how long you’ve been in business or any other accomplishments. 

Get to the point. Identify your target’s pain points and talk about how your product solves them. Focus on the benefits of your product and how it will improve the prospect’s life for the better! 

2. Drop names

Nothing makes a buyer sit up more than thinking a competitor has an advantage over them. 

If a company in your prospect’s industry is using your product and getting results, tell them. Don’t be afraid to drop their names.

Another top tip - use statistics from your customer case studies when writing marketing emails. Show how your products are benefitting your clients in the real world. It’s all social proof, which creates FOMO (fear of missing out!) for your prospect. Just make sure the clients you mention are in the same sector or industry.

Another benefit of this approach is that it shows to your target that you’ve done your research. It helps to position you as an expert.

3. Don’t be boring

Possibly the most critical piece of advice here; make sure your email is interesting!

If your prospect is bored after the first paragraph, they’re probably not going to bother reading the second one. You need to grab their attention straight away.

Don’t be afraid to use humour in your B2B email sequence. You can also be provocative. A conversational style usually comes over well. 

Just try to judge your audience. The ideal tone of voice will differ depending on the seniority of the client. Using slang, emojis and text speak probably won’t work on company CEOs.

4. Have a Call To Action

Your email sequence will have an overarching goal. It could be to book a meeting or demo, it could be renewing a contract, or virtually anything else. However, you should have a goal for every email in your sequence, especially transactional emails, something you want your recipient to do after they’ve read it.

The only way to get your prospect to take action is to tell them what to do. This is your Call To Action, or CTA. Here are 3 CTA tips:

  • If you are offering something for free (e.g. trial, scoping), mention it in your CTA.
  • If your offer is time-sensitive, tell them. Create some urgency!
  • Make your CTA very clear. Don’t have more than one CTA in an email.

5. Your subject line can make or break your email

The first thing your recipient will see when your email lands in their inbox is the subject line. When they see this, they will make an instant decision on whether your email is worth reading or not. 

Make sure your subject line is as good as it can possibly be. Here’s Cognism’s best practice:

  • Keep it short – 50 characters max.
  • Make sure the subject line matches the content and tone of the email. Be honest!
  • Use personalisation if you can.

6. Always be testing

Your email automation software will collect response data on your emails, such as open rates, click-through rates and reading time. Study this data and use it to improve your email sequences. 

A/B test different messages to find out what resonates best with your target audience. You can also experiment with what days and times you send emails. Boosting responses, even by a small amount, can make a big difference.

7. Bring it all together

The success of an email campaign is a combination of everything:

  • The sequence.
  • The subject lines.
  • The target audience.
  • Their position in the buyers’ cycle.

There are many moving parts to a successful email sequence. It takes time to get it right. Persistence and resilience are essential.

Did you know?

Cognism provides all the B2B data your business needs to boost your email marketing campaigns.

Using our unique AI-powered platform, you can find decision-makers anywhere in the world and outreach to them quickly and at scale.

Even better, you’ll be working with an award-winning Customer Success team, who will assist you in getting the very best value out of our technology.

Want to know more? We’d be happy to show you! Just register for a free, 15-minute demo with our team and we’ll arrange a time at your convenience.

Click to book your Cognism demo today!


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