For decades, emails were being used by businesses to reach out to their prospective customers, but their use in recent times has skyrocketed by multi-folds. In fact, approximately 333.2 billion emails are sent every day across the globe, and this figure is not going to slow down by any chance. However, with so many emails being sent to grab peoples’ eyeballs, how do you differentiate your email from others? Especially if you’re running an email marketing campaign to get new customers, those plain and old-school emails won’t work anymore here.
To really make a difference to your bottom line, you will have to create email sequences that are goal-oriented, well-structured, and well-written. If you can manage to smoothly pull it off, you’ll be at an edge over others. To help businesses and professionals make the most of their email marketing efforts, we’ve curated this epic guide highlighting everything you need to know about drafting a winning B2B lead generation email sequence. So if you’re interested in improving your B2B lead generation email campaigns, read this article till the end.
How Long Should Your Email Sequence Be?
There is no one precise answer about how long your email sequence should be because not every person on your email list is on the same user’s stage. For example, an email sequence for someone who has just signed up for your newsletter will be different from someone who has already made some purchases from your business before.
You will have to identify, evaluate, and segment your entire email list before deciding the length of your individual email sequences. As long as all the emails are meaningful and relevant, there is no such thing as too short or too long email sequence. However, remember to test and check what works best for you.
Different Types of Email Sequences You Must be Aware Of
Before you jump straight into crafting B2B lead generation emails, make sure you’re well aware of the different types of email sequences available. This knowledge will help you choose the ideal kind of campaign, helping you develop better emails for your prospective clients or customers. So let’s look at the different available types of B2B email lead generation email sequences shared below.
- Nurturing Sequence
The nurturing sequence introduces the potential customer to your business. They might have downloaded an ebook or signed for content promotion, but they’re not ready for sales. A nurturing process is created to help them get there through evidence of social value, dealing with the objections, and creating worth.
- Engagement Sequence
An engagement email sequence makes use of emails to establish relationships with the customers. This type of sequence can assist you in identifying engaged customers who click, open, and then take action on emails to enroll them in different sequences tailored to their particular experience. The goal is to keep them interested in your content, which will increase their interest in your business and keep it at the very forefront of their minds.
- Conversion Sequence
This sequence is utilized when you ask your potential client a question (e.g., scheduling an appointment or call or scheduling a demonstration). It means that you’ll structure your entire message around a single call-to-action and then use this sequence to prompt the person to take that decision.
- Follow-up Sequence
A prospect’s inability to respond to a sales-related email doesn’t mean they’re not interested. It could take some “impressions” before noticing and acting. A follow-up email sequence loops back and reconnects with the prospect after a few attempts. This way, sales reps can cut down on the amount of manually written email messages they send.
- Reminder Sequence
If a prospect has booked the time for a demo, registered for a webinar, or been able to get a seat at the event you’re hosting, your business can be awed by the individual (and perhaps even earn the business of their choice). But, you won’t be able to provide this kind of pleasure if the person isn’t able to attend. A few reminders can go a big way in increasing attendance in time. Reminder emails can be a low-cost method to ensure that the reader does not forget about the occasion or appointment.
- Re-engagement Sequence
To reap the benefits of using email as a method, it is essential to have an effective database. In time email addresses change, and potential customers lose interest. The average database of email addresses can lose contacts by approximately 25 % every year. It means that even if you’re creating new leads at an accelerated rate, you’ll eventually see certain data points that are skewered by people who aren’t interested or have been deprecated.
In a desperate attempt to get back certain contacts, it is possible to implement a re-engagement sequence. This kind of campaign aims to encourage users to open emails and take some sort of action, or else the final result is to remove them from your databases. This can help your email database to remain in good shape and up-to-date.
5-Step Process to Write a Stellar Lead Generation Email Sequence
Now that you’re aware of the different types of email sequences, it’s time to walk you through a quick 5-step process of writing a stellar copy. You can definitely make a considerable difference in your B2B lead generation efforts if you follow the points below,
- Determine the Purpose of Your Email Sequence
In general, most emails (especially ones designed in an environment of sales) tend to have the larger goal of generating new business. There are, however, many ways to go about “earning new business,” and the context is crucial to deliver an appropriate message at the appropriate time. Focusing on the reasons behind your messages can help you organize your automation logic, create your email campaigns, and evaluate their success at its best.
- Use a Powerful Subject Line
People get a large number of emails every day but ultimately decide to read their subject before opening. And, it’s no hidden fact that only the ones with a powerful subject line get opened in most cases. Therefore, the writer needs to write in a compelling tone. The subject line must be memorable and catchy so that it grabs the readers’ attention from the very first sentence.
- Write it Briefly No Matter What
It is a fact that cannot ever be over-emphasized. Emails for business and B2B lead generation should be short and brief by default. It’s not something to be considered a preference but rather an essential requirement because it’s assumed that everyone within working environments is extremely caught up with their work. Then, there’s the issue of time. It’s much too valuable to spend the majority of it reading lengthy emails. That’s the general perception of those who get many emails every day. Thus, the main idea of an email, or in this instance, a B2B email, is to be brief as much as possible.
- Try to Enhance Personalization for Each Recipient
Personalization is what it’s all about. Nothing evokes more interest and attention of people in a way more than a message that is specific to them and appeals to their personal side. Lead generation emails for B2B should be tailored to the individual recipient. They must strive to address the issues that are specific to the individual business.
- Create a Compelling CTA
Call to action (CTA) is about how to convert leads into customers. They’re the next step after you’ve told the potential customers about your great opportunity. It’s more like a direction that tells the potential customer what to do in the next step. If you can provide the right kinds of content that show an interest in your products, you will be able to determine potential leads who might want to purchase your item. Therefore, one of the primary concerns of the top lead generation companies is to create a powerful and compelling CTA while writing an email sequence for their lead generation process.
Moreover, B2B lead generation email sequences can make a massive difference to your bottom line if you can do it correctly. To cut the guesswork from the entire process and make it more effective, you should follow the steps mentioned above in this guide. You will surely see a great, noticeable difference in results going forward.