The Startup Chat with Steli and Hiten
307: Outbound Email Sequences
May 8, 2018
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In today’s episode of The Startup Chat, Steli and Hiten talk about sales and email automation. They lay out why sales automation could be a useful tool in your business and they give you some key tips for how to create great emails which get the outcome that you are looking for. Steli and Hiten also share their candid list of what not to do when creating your new email sequences.

Sales automation emails are aimed at supporting the sales team and sales process. But how can you be sure that the emails in your automation sequences, are geared towards the result that you are looking for? One of the most important points of email automation is ensuring that the copy within your emails is compelling enough to elicit a positive response. There is no ‘one size fits all’ when creating your sales automation email sequences. But there are a few success tips that we can all follow to have more success with our automated email sequences.

Tune into this week’s episode, of The Startup Chat to learn about the step by step actions to creating the kind of email sequences that crush it and how they can help the success of your business sales. Follow Steli and Hiten’s top tips to make your own email sequences, and learn how to stand out in a crowd, of all the bad emails, that your target market are receiving every day.

Time Stamped Show Notes:

00:49 The link between marketing and sales.

01:06 Introduction to automated emails.  

02:01 Automation and outbound prospecting for sales teams.

02:40 The benefit of the automation process.

05:07 The negative side of automation.

05:35 The good, the bad and the ugly of automation.

07:42 Steps to stand out from the ‘crappy’ email crowd.

09:50 What you must understand for successful automation.

10:10 How not have successful automation.

10:45 What to know about tools and templates.

3 Key Points:

The days of mediocre and even good email is dead, but great emails are alive because they are so rare.
Understand the environment in which you are competing, which is the inbox of your prospect.
Start manually first and then automate.


Steli Efti: Hey, everybody. This Steli Efti.



Hiten Shah: This is Hiten Shah, and today on The Startup Chat, we're going to talk about, I think one of Steli's favorite topics that I want to learn about a lot more, because I don't do this right now at my companies, at least I don't, is how to do basically email sequences when you're doing outbound emailing for sales.



Steli Efti: Yeah, so this is a fascinating topic, and we'll bang out some tips and try to give people a framework of how to think about this. But back in the ... I think when it comes to email, marketing has always been, or in many other areas when it comes to technology in general, I feel like marketing is always kind of a little bit of a step ahead of sales. But sales is always following suit, falling behind on marketing. I know that I remember when marketing teams started to use drip emails, started to use automated emails that were personalized, depending on a person's life cycle in the marketing funnel, or depending on their life cycle as a customer or as a user of a product. So you would set up this drip email system from a marketing perspective, and then if I as a user or as a trial user, if I visited the pricing page multiple times, you would fire off a personalized and customized email that responds to that. Or if I stop logging into the product, you might fire off another customized and personalized email that says, "Hey, we haven't seen you around in a while. Maybe either you should watch this tutorial, or maybe we should jump on a quick demo call," or whatever, and just use logged scale customization in an automated way, and that was kind of a brilliant trend. We might do an episode on that,

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