You should listen to this episode, but if you haven’t the time or desire, here’s some tips Liz gave me. These tips are all specifically for Saber Feedback. YMMV.
- When a customer signs up for our 10-day trial, send them 1 email a day for the first five days, then a trial expiry reminder at day 8 and day 10.
- Each email should make one point and have a clear action that we ask the recipient to make
- Address common sales blockers in an email.
- One email should be a customer testimonial.
- There should be a gradual arc through the emails, but each should stand alone
- Use a plain text format, because for B2B that’s more likely to be read than “designed” emails - unless you are Canva, or another product that is about design.
- No emojis in B2B email sequences
- Keep it reasonably informal: open with "Hi ", and end with “Cheers, Steve” or “Thanks, Steve”. Not “Regards”
- Send from a real person’s address, and not “support@” or “no-reply@”.
- Sender name should be “Steve at Saber Feedback”. Make it personal.
- Sending on weekends is okay because many people check their email ALL THE TIME regardless of day of the week
- The day 10 “your trial is over” email should offer a 2- or 3-day trial extension.
The big, big tip is to do customer research first. Talk to customers, find out how they would describe your product, what concerns they had, etc. This gives you the language and concepts for your emails.