Sales sequences are an automated tool from HubSpot that allows us to send multiple emails or create a sequence of alternating emails, phone calls, in-mails, or other activities that we can undertake to reach a customer.
What can sales sequences be used for?
Sequences that will alternate sending e-mails and other spain business email list tasks (such as phone calls, in-mail, online meetings, etc.) can be used in any sales process. Of course, messages should be personalized as much as possible . We can use such sequences, for example:
For prospecting – cold calling, emails – or customer needs research.
To respond to an inquiry or download material from our website.
For follow-up after a meeting, event (such as a trade show or webinar) or use of a product demo.
But sequences can also be used for other activities, not just strictly sales-related ones, e.g.:
New customer onboarding.
Customer satisfaction research – in the form of telephone and e-mail surveys.
Ticket responses – technical problem.
When can we use email-only sequences? Here are some examples:
When we try to contact a customer for whom we only have an email address.
The moment the person we were talking to stops answering calls and replying to messages.
If a given prospect has stated that they want to come back to the topic later, e.g. in a year – so that they do not forget about us during that year.
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How to make the sequence of sales activities more effective?
What gets your prospects to respond will depend on their specific needs, but in general, you'll get better results by:
Personalization
The goal of sales automation tools is to free up your time so you can spend more time personalizing interactions. You can also use automated personalization tools in HubSpot to do this, so it’s worth using them when possible.
The use of multi-channel and a differentiated approach
Instead of relying solely on emails and phone calls, you can also add a video, GIF, text message, LinkedIn in-mail or other social media to your sequences. It’s important to differentiate them based on your target persona. For example, for high-level decision-makers, a LinkedIn message might be better than a GIF; but depending on your industry, you might also want to consider adding a short video recorded on Vidyard, for example.
Short, concise content and correct language and formatting
Get to the point right away. Ideally, before your recipients have to scroll down, which is especially important on a phone. There’s no faster way to ruin a first impression than with grammatical errors and sloppy formatting.
CTA – call to action
Always clearly indicate to the recipient what they can do next, whether that’s downloading content, scheduling a meeting, signing up for a trial, or something else.
You will find sample email templates implementing these principles for download at the end of this post, don't hesitate to use them!
What might a sales sequence look like?
Now let's look at a specific example of a sales sequence. This will be a cold prospecting sequence.
day: first email
day: phone call
and: in-mail after connection
day: phone call
day: automatic follow-up email
day: follow-up in-mail
Day 10: Phone call and SMS
Day 14: Automatic final email with recorded short video
If no response, change to long-term sequence
GROW_COLD PROSPECTING SEQUENCE
Of course, if we get a response, the sequence may end so as not to send automated emails to the customer we managed to reach.
In times of information noise, it is difficult to reach the customer with your offer, even if it is perfectly tailored to them. Recipients reject offers before they have a chance to read them, even though they may have been very valuable to many. Therefore, you should not be discouraged by initial failures and it is worth using all possible means of reaching the customer. Automating sales activities and using sequences can help with this.
