{"id":1192,"date":"2018-04-11T09:51:28","date_gmt":"2018-04-11T14:51:28","guid":{"rendered":"http:\/\/blog.kmbrian.com\/?p=1192"},"modified":"2020-12-03T22:58:03","modified_gmt":"2020-12-04T04:58:03","slug":"email-sequence-driving-leads","status":"publish","type":"post","link":"http:\/\/kmbrian.com\/blog\/email-sequence-driving-leads\/","title":{"rendered":"A Three-Email Sequence for Driving Qualified Leads"},"content":{"rendered":"<p>One of our biggest priorities at Mailshake is talking to our customers. We want to get to know them, learn how they use our tool, and what they get out of it. This not only helps us build better, lasting relationships, but it also helps us adapt and expand Mailshake so that we can offer a better experience to all our users.<\/p>\n<p>Most recently, I talked with <a href=\"http:\/\/www.linkedin.com\/in\/alexschlinsky\" target=\"_blank\" rel=\"noopener noreferrer\">Alex Schlinsky<\/a>, who heads up digital marketing agency <a href=\"http:\/\/prospectingondemand.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Prospecting on Demand<\/a>.<\/p>\n<p>Alex and his team use Mailshake to help other companies <a href=\"http:\/\/kmbrian.com\/blog\/how-generate-leads\/\" target=\"_blank\" rel=\"noopener noreferrer\">generate leads<\/a> and drive sales. In 2017 alone, they helped 55 entrepreneurs generate their first six-figure year.<\/p>\n<p>I asked Alex to talk me through the cold email process they use. Here\u2019s what he shared.<\/p>\n<p><em><strong>RELATED:<\/strong> <a href=\"http:\/\/kmbrian.com\/blog\/cold-email-templates\/\">15 Cold Email Templates To Generate More Leads<\/a><\/em><\/p>\n<p><!--more--><\/p>\n<h2>The Three-Step Sequence<\/h2>\n<p>As a general rule, Alex and his team send emails in sequences of three.<\/p>\n<p>Traditionally, it was understood that prospects need to be exposed to a brand around seven times for them to react. Today, sometimes it\u2019s less, sometimes it\u2019s more, but after sending thousands of emails, Alex and POD came to the conclusion that <b>the magic number is three<\/b>.<\/p>\n<h2>Getting Ready to Send Emails<\/h2>\n<p>Before doing anything else, Alex and the POD team complete the following three-step process.<\/p>\n<p><b>Step 1: They learn about the C<\/b><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">ustomer<\/b><img data-attachment-id=\"1204\" data-permalink=\"http:\/\/kmbrian.com\/blog\/email-sequence-driving-leads\/mailshake-step-1-learn-about-customer\/\" data-orig-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-step-1-learn-about-customer.jpg?fit=350%2C350&amp;ssl=1\" data-orig-size=\"350,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mailshake-step-1-learn-about-customer\" data-image-description=\"\" data-medium-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-step-1-learn-about-customer.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-step-1-learn-about-customer.jpg?fit=350%2C350&amp;ssl=1\" loading=\"lazy\" class=\" wp-image-1204 alignright\" style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\" src=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-step-1-learn-about-customer.jpg?resize=197%2C197&#038;ssl=1\" alt=\"\" width=\"197\" height=\"197\" srcset=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-step-1-learn-about-customer.jpg?w=350&amp;ssl=1 350w, http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-step-1-learn-about-customer.jpg?resize=150%2C150&amp;ssl=1 150w, http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-step-1-learn-about-customer.jpg?resize=300%2C300&amp;ssl=1 300w\" sizes=\"(max-width: 197px) 100vw, 197px\" data-recalc-dims=\"1\" \/><\/p>\n<p>When launching an outreach campaign, a lot of people just want to get out there and start sending emails; but this is a mistake. Want results? You have to understand who you\u2019re emailing.<\/p>\n<p>This means knowing:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">What your core product is.<\/li>\n<li style=\"font-weight: 400;\">Who you\u2019re offering it to.<\/li>\n<li style=\"font-weight: 400;\">Why they need this product &#8211; what pain points does it solve?<\/li>\n<\/ul>\n<p><b>Step 2: They Build an Email List<\/b><\/p>\n<p>This could mean:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Compiling a list of people you know on social media. This is effective, but time-consuming. Alex advises against it.<\/li>\n<li style=\"font-weight: 400;\">Buying or using <a href=\"http:\/\/kmbrian.com\/blog\/sales-prospecting-techniques\/\">prospecting<\/a> lists from other sources.<\/li>\n<li style=\"font-weight: 400;\">Using a scraper to gather potential prospects\u2019 information for you.<\/li>\n<\/ul>\n<p><b>Step 3: Configuring Your Email Provider for an Outreach Campaign<\/b><\/p>\n<p>It\u2019s a worst-case scenario, but use your main email address for a cold outreach campaign, and you risk getting banned. Create an address specifically for outreach instead. Alex recommends using <a href=\"http:\/\/gsuite.google.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">G Suite<\/a>.<\/p>\n<p><em><strong>RELATED: <\/strong><a href=\"http:\/\/kmbrian.com\/masterclass\/\">The Cold Email Masterclass<\/a><\/em><\/p>\n<h2>The Sequence&#8230;<\/h2>\n<h3>Email One &#8211; Creating Awareness<\/h3>\n<p><img data-attachment-id=\"1205\" data-permalink=\"http:\/\/kmbrian.com\/blog\/email-sequence-driving-leads\/mailshake-relates-to-a-common-pain-point\/\" data-orig-file=\"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-relates-to-a-common-pain-point.jpg?fit=350%2C350&amp;ssl=1\" data-orig-size=\"350,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mailshake-relates-to-a-common-pain-point\" data-image-description=\"\" data-medium-file=\"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-relates-to-a-common-pain-point.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-relates-to-a-common-pain-point.jpg?fit=350%2C350&amp;ssl=1\" loading=\"lazy\" class=\" wp-image-1205 alignright\" src=\"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-relates-to-a-common-pain-point.jpg?resize=212%2C212&#038;ssl=1\" alt=\"\" width=\"212\" height=\"212\" srcset=\"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-relates-to-a-common-pain-point.jpg?w=350&amp;ssl=1 350w, http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-relates-to-a-common-pain-point.jpg?resize=150%2C150&amp;ssl=1 150w, http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-relates-to-a-common-pain-point.jpg?resize=300%2C300&amp;ssl=1 300w\" sizes=\"(max-width: 212px) 100vw, 212px\" data-recalc-dims=\"1\" \/><\/p>\n<p>Your first email to a prospect should do two things:<\/p>\n<ol>\n<li style=\"font-weight: 400;\">Highlight a pain point.<\/li>\n<li style=\"font-weight: 400;\">Offer something that has very little commitment tied to it.<\/li>\n<\/ol>\n<p>Try opening with a question that relates to a pain point your target audience experiences, making sure to personalize it to the industry or people you\u2019re targeting.<\/p>\n<p>Ideally, add context by stating how you\u2019re working with people experiencing this same pain point, and you want to know if they\u2019re struggling in this way as well.<\/p>\n<p>Then, entice them with a micro-commitment.<\/p>\n<p>This should be something that feels really insignificant to the recipient &#8211; think an invite to view a PDF or video.<\/p>\n<p>Note that a micro-commitment isn\u2019t something like \u201cshoot me a yes if you\u2019re interested.\u201d As casual as that might feel, it\u2019s actually a pretty big ask. What you want is to engage the recipient without making them feel like they&#8217;ve committed to anything.<\/p>\n<p>Lastly, ask the recipient to let you know if they have any questions, and sign off.<\/p>\n<h3>Email Two &#8211; Generating Lead Opportunities<\/h3>\n<p>This should be a short follow-up email. It\u2019s not a real pitch; you\u2019re just trying to get them to the stage at which you can get them using your product.<\/p>\n<p>Try something like this&#8230;<\/p>\n<p><i>Hi [first name, last name],<\/i><\/p>\n<p><i>I know you\u2019re struggling to generate\u2026 <\/i>Make a bold claim. It causes controversy and makes people pay attention.<br \/>\nIf you have one, include a case study that proves your claim.<\/p>\n<p>Reference what you said in your last email, i.e. <i>in my last email I offered you xyz\u2026 <\/i><\/p>\n<p><i>I just wanted to make sure you had the chance to see that.<\/i><\/p>\n<p><i>Here it is again&#8230;<\/i><\/p>\n<p><i>If you want to discuss this in more detail with me, just reply to this email.<\/i><\/p>\n<p><em><strong>RELATED:\u00a0<\/strong><a href=\"http:\/\/kmbrian.com\/blog\/follow-up-email-strategy\/\">How to Write a Follow-up Email<\/a><\/em><\/p>\n<h3>Email Three &#8211; The Last Email in the Sequence<\/h3>\n<p><img data-attachment-id=\"1202\" data-permalink=\"http:\/\/kmbrian.com\/blog\/email-sequence-driving-leads\/mailshake-can-i-close-your-account\/\" data-orig-file=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-can-I-close-your-account.jpg?fit=350%2C350&amp;ssl=1\" data-orig-size=\"350,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mailshake-can-I-close-your-account\" data-image-description=\"\" data-medium-file=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-can-I-close-your-account.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-can-I-close-your-account.jpg?fit=350%2C350&amp;ssl=1\" loading=\"lazy\" class=\" wp-image-1202 alignright\" src=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-can-I-close-your-account.jpg?resize=185%2C185&#038;ssl=1\" alt=\"\" width=\"185\" height=\"185\" srcset=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-can-I-close-your-account.jpg?w=350&amp;ssl=1 350w, http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-can-I-close-your-account.jpg?resize=150%2C150&amp;ssl=1 150w, http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-can-I-close-your-account.jpg?resize=300%2C300&amp;ssl=1 300w\" sizes=\"(max-width: 185px) 100vw, 185px\" data-recalc-dims=\"1\" \/><\/p>\n<p>You don\u2019t <i>have <\/i>to send a three-<a href=\"http:\/\/userpilot.com\/blog\/user-onboarding-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">email sequence<\/a> &#8211; sometimes marketers send more (including Alex and his team).<\/p>\n<p>However, regardless of the number of emails you send the final one is always the same:<\/p>\n<p><i>Can I close your account?<\/i><\/p>\n<p>The subject could be anything\u2026<\/p>\n<p><i>One last try<\/i><\/p>\n<p><i>My last attempt<\/i><\/p>\n<p><i>Here goes nothing&#8230;<\/i><\/p>\n<p>It doesn\u2019t really matter (most emails get opened anyway).<\/p>\n<p>What <i>really <\/i>matters is the contents of the email.<\/p>\n<p>Alex gave me two suggestions.<\/p>\n<p><b>Option one:<\/b><\/p>\n<p><i>Hi [first name, last name],<\/i><\/p>\n<p><i>I just wanted to follow up with you one last time. I haven\u2019t heard from you, which likely means one of a few things:<\/i><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><i>You\u2019re not interested in a strategy to provide proven\/generate new clients\/xyz<\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\">You\u2019re just too busy to respond (I completely understand, so if you could just reach back out to me when you have the time&#8230;)<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\">You\u2019ve fallen and can\u2019t get up, in which case I should probably call someone because I\u2019m really starting to worry \ud83d\ude42<\/li>\n<\/ul>\n<p><i>Jokes aside &#8211; can I close your account?<\/i><\/p>\n<p><i>If you do need me, feel free to reach back out.<\/i><\/p>\n<p><b>Alex\u2019s second example was of an email he received himself, from Forbes:<\/b><\/p>\n<p><i>Hey Alex,<\/i><\/p>\n<p><i>I didn\u2019t want to keep bothering you if you decided this isn\u2019t the right fit for you, however because so few people qualify for this I\u2019d be remiss if I didn\u2019t check in with you one last time.<\/i><\/p>\n<p><i>Are you still considering joining? Are you still interested in this offer? Or do you have any questions I can assist with?<\/i><\/p>\n<p><i>If there\u2019s something I can be of more help with please let me know. If you\u2019re ready, select an option here.<\/i><\/p>\n<p><i>If not, I appreciate the time, have a good one.<\/i><\/p>\n<p>If these formats feel familiar, you\u2019re not alone. They\u2019re used a lot but results show they\u2019re working better than ever.<\/p>\n<p>That said, we shouldn\u2019t be copying these emails word-for-word (that\u2019s plagiarism &#8211; plain and simple). Instead, take bits from them and make them your own. Write what comes naturally to you &#8211; you\u2019ll probably find you get better results, anyway.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of our biggest priorities at Mailshake is talking to our customers. We want to get to know them, learn how they use our tool, and what they get out of it. This not only helps us build better, lasting relationships, but it also helps us adapt and expand Mailshake so that we can offer &#8230;<\/p>\n","protected":false},"author":3,"featured_media":1201,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[3],"tags":[],"jetpack_featured_media_url":"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/04\/mailshake-3-email-sequence-1.jpg?fit=1138%2C493&ssl=1","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - http:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>A Three-Email Sequence for Driving Qualified Leads<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"http:\/\/kmbrian.com\/blog\/email-sequence-driving-leads\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"A Three-Email Sequence for Driving Qualified Leads\" \/>\r\n<meta property=\"og:description\" content=\"One of our biggest priorities at Mailshake is talking to our customers. 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