Email marketing is the most effective and direct way of connecting with your leads, nurturing them and turning them into customers. By using a highly effective sales conversion email campaign, your organization can convert leads into new customers and one-time buyers into loyal, long-term brand advocates.

When your leads have been nurtured and are sales-ready, an email automation sequence can create a sense of urgency and drive prospects to purchase. As Pardot consultants, we recommend the following 7 types of sales conversion email campaigns to convert more leads into sales and generate more predictable results.

Sense of Urgency Email Series

When you have acquired a lead via an offer on your website, such as a free coupon, it is the ideal time to start a sense of urgency campaign. This campaign uses pressure stacking to help prospects move forward with their purchase decision.

How does pressure stacking work? After a prospect has opted in for an offer that indicates that they are sales ready, such as downloading a coupon for a discount, a follow up sequence is sent to them. The purpose of the follow up sequence is to create a sense of urgency. Each email layers an additional promotion on top of the coupon they downloaded, which makes the deal too good to miss out on.

Promotion Drip Email Series

A promotion drip email series can be an effective way to drive your leads to take action. Using the right offer is key for driving sales conversions. There are different promotions you can use for this purpose, such as a deal of the day or week, percentage discount on selected items, and more.

Since not all prospects are ready to make a purchase, use nurture campaigns in between your promotion campaigns to continue to build your relationship with your prospects and further nurture them to sales-readiness.

Sales Letter Email Series

A sales letter email series is a fast way to convert leads into sales for low-cost entry level products. A sales letter can take many forms, such as video, video animation or plain text. The most important part is the effectiveness of your actual sales copy to ensure that your sales letter is compelling enough to deliver the best possible conversion results.

A sequence of emails is sent to your prospect letting them know about a new promotion. The sales letter then communicates your sales pitch. Your pitch should start by telling them what’s in it for them. Next, it should explain what your product or service will do for them. Next, explain how your product or service works. Next, support your claims with social proof, so they can see your offer is credible. Lastly, tell them how they can take action.

Quite often, prior to a sales letter email series, we recommend using a bonding sequence. The purpose of a bonding sequence is to provide exceptional value for your prospects, so they feel you are credible and to establish reciprocity.

Webinar Email Series

A webinar email series is an effective way to drive prospects to register for your event, attend and buy. A webinar event can be live or automated and both offer different benefits. With an automated webinar, the main advantage is the ability to standardize your pitch while offering anytime access for your prospects. With a live webinar, you get to engage with your prospects in real-time and answer any questions they may have about your products or services.

There are three key sequences for a webinar email campaign. The first is the invitation sequence, which drives your prospects to sign up for your webinar. Second is a reminder sequence to maximize attendance from those that have signed up and third is a follow-up sequence. The purpose of the follow-up sequence is to maximize sales.

Event Closing Deals Email Series

If you want to close more sales during and after an event, the key is starting the sales process at the event. While purchases may not be able to be made on the spot, a promotion such as a free trial or discount can entice your prospects. The easiest way to do this is to have a tablet where prospects can register with their email, so that you will be able to send targeted follow-ups and offers after the event. An effective follow-up sequence for an event is a sales letter email series.   

An event can be a great opportunity for businesses to sell more complex products, while allowing you to assist prospects in completing sales paperwork. If your prospect has purchased, move them into an onboarding email sequence to continue building your relationship and ensure successful retention.

Product Launch Email Series

If your business is launching a product, you need to generate excitement and accelerate sales. With a product launch email campaign, there are three key email sequences.

The pre-prelaunch sequence should be designed to generate excitement and anticipation for your upcoming product launch. This phase alerts your prospects that you are launching a new product soon and to be on the lookout for it. The pre-prelaunch emails should generate interest and create demand.

The prelaunch sequence should offer some type of value or content for free. This is a way to exceed the expectations of your audience and create a sense of loyalty and reciprocity when your product is released.

In the launch sequence, you build on the free content or value you provided in the pre-launch sequence to provide an in-depth overview of your product or service that is now available for purchase. The key to this being effective is how well your free content or value offer resonated with your prospects. If you exceeded their expectations, they will be very comfortable in taking the next step to buy with you as they want to continue their journey with your brand. The email sequence to use at this step is the sales letter email sequence.

Sales Enablement Email Series

Buyers make purchases in specific steps from awareness, to information gathering, to comparison shopping, to purchase, to post-purchase. Marketing supports sales and establishes consistent communication by building content and email campaigns to support the buyer’s journey.

At the information gathering and comparison shopping stages of the buyer’s journey, marketing can support sales by creating feature sheets, ROI reports, product comparisons, case studies, demo videos, and more. To ensure that sales enablement content is used by representatives, it’s vital to get their buy-in when creating the content. Take time to review their communication process with them, and map out what kind of content is going to be genuinely useful through the buyer’s journey. Once you get buy-in on content, be sure that members of the sales team know where it’s located and how to use it.

There are two sets of content to provide to your sales team: the first is campaigns, the second is assets. For lost sales opportunities, prospects can be placed into an automated email campaign to stay top-of-mind, or into a promotion campaign to try to close the sale. For won sales, prospects can be placed into an onboarding campaign, as well as retention and upselling campaigns. 

Getting Started

Blueprint is fully certified in a range of platforms including certified in Pardot consulting and Hubspot. Blueprint understands the power of email automation and can put it to work for you. To learn more about how our proven email automation campaigns can grow your business, connect with us at [email protected].