Within this "deck" of existing tools and techniques, email investors email lists marketing emerges - once again - as the medium that can encourage the current subscriber to make a consumer decision.
That said, if your brand is “playing” in the B2B context, it is important to consider that every follow-up email is an important step towards converting your users.
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Inbound email templates: matching language with intent
1) Icebreaker for follow-up
2) Continuing the conversation
3) Take it, or leave it
What have been your results with email templates?
Inbound email templates: matching language with intent
The problem is that there is often a disjunction between the content of the follow-up emails and the inbound marketing philosophy itself; that is, many marketers forget that the language of the email itself must align with the inbound methodology, without forcing the user to make a decision (because in theory, you are creating enough brand attraction so that the user can make it on their own without pressure from the brand).
So, I've taken on the task of sharing 3 inbound email templates for your next B2B sales effort or follow-up ; obviously, they are modifiable, depending on your industry or sector. I'll tell you in advance that I'll give you a brief explanation of each of the email templates so that you can better understand their application.
1) Icebreaker for follow-up
Considering that the inbound methodology calls for studying prospects before trying to convert them, the idea of this template is that you use it once you have not been able to connect with the user in order to try to "break the ice" and start following up via email:
Hello (username) , I have tried to contact you in order to study some suggestions for improvement (business needs) , but I have not received a response, which could be due to a couple of situations:
You've already taken care of everything related to (business needs) and it should stop bothering you.
You are still interested , but you have not had time to contact me.
(username), please tell me how I can help you, because I'm starting to get worried.
(Sender).
Of course, to the extent that your submission or lead management system can automate the fields that are highlighted in bold (by linking directly to a database), your efforts can be much smarter.
Dark mode in email: How does this affect your email marketing strategy?
2) Continuing the conversation
Once the user has shown some interest in your brand or solution (even if it is minimal), the important thing is not to let the conversation with the user die and to start generating in him a certain sense of curiosity about the value of your brand.
Hi (username) , thank you for taking the time to share a little more about (company name) , as well as your goals and challenges you face.
If you'd like to learn how other companies handle challenges like yours, we'd be happy to schedule a call. Please use (link) so we can schedule a convenient time for our chat.
Sincerely, (sender).
As you can see, it is a very simple email, but its intention is to lead the user to take a specific action. The suggestion is that you use a system so that the user can access scheduling an appointment and thus the experience is more reliable (i.e., giving the user the power to "coordinate" your agenda).
3) Take it, or leave it
Although it may seem a bit risky, there is another email template aligned with the methodology that consists of giving a certain "ultimatum" to the user. This is normally applied once the persistence has already been considerable and where there is no intention, at all, to create annoyance in the user:
Hi (username) , there is a fine line between persistence and annoyance, and I'm afraid I've crossed that line. Given your silence, I assume you're no longer interested in learning more about (your brand name/your product name).
If I have misunderstood anything, please let me know. Best wishes!
Sincerely, (sender).
In other words, with this email template you give the user the opportunity to take or leave the conversation, but you show them respect by giving them the choice.
What have been your results with email templates?
I hope you found these inbound email templates useful. I'd love to hear if you've tried something similar, and if so, what your results have been. I wish you much success!
