Why Your Sales Email Sequence Isn’t Working

The best way to illustrate why your sales email sequence isn’t working is with an example from my inbox.

Email Sequence Touch No. 3

Hi Jeff,

I’ve linked here to one of our most-popular case studies. THISCOMPANY has one partner with a strong financial background but even so, they quickly outgrew the tried ‘n true Excel spreadsheet for their financials and were badly in need of some business intel based on their numbers.

The software solution that helped them clearly see their opportunities was ABC — easy to create, a breeze to tweak, a cinch to share with their core members. It got everyone on the same page, asap.

If this sounds like any clients of yours, sign up for (a free, of course) personal tour of ABC and we can talk about how much your clients will our specific clients’ needs.

At this point most prospects have seen that unsubscribe link within the email and used it. Or worse, they’ve marked you as spam — enabling email client(s) to see this sender as a source of spam.

Otherwise, this email sequence continues to beat me into submission — pushing information at me rather than provoking my curiosity. The sender keeps on assuming I have a broad need based on vague “see clearly their opportunities.”

Like your customers, I’m fine with the status quo. For the most part, a seller needs to go blood-and-guts on me — to convince me otherwise.

For example, this company (ABC) sells software to guys like me who need to create budgets and forecast cash flow. Who doesn’t need that? But I’m not open to hearing about ways to capitalize on opportunities.

Because everyone is offering me their solution — based on vague promises like this.

However, I am more open to, “a better way to track actual spending against budgeted spending.”

This is what I mean by a more detailed, blood-and-guts description of a problem I need solved.

Also, in these messages, you’ll notice serious type-os and grammar errors. Ouch!

Email Sequence Touch No. 4

Hi again Jeff,

I sent you an email a little while ago to invite you to give our app ABC, well … a dry run. ABC could be a real game-changer for 2017 and for your clients. ABC forecasts and how you communicate both opportunities and risks that you see in their business.

Have you had a chance to take a peek at the benefits of using ABC with your clients?

Have a great day!

These sales emails are written in a pretty good tone. The tone is conversational. However, the push element is overpowering. Also, Phil’s lack of research is not helping me see these messages as immediately relevant — even if I am, actually, in the market to invest.

I must first discover my own personal reason to engage in a discussion with Phil. This will take research on his part — to help me want to discover that reason or what might be a dull pain.

Email sequence touch No. 5

Here is the final email in the sequence:

Hi again Jeff,

I understand how busy you must be at this time of the year, so if you aren’t interested in learning how ABC’s method and software move businesses along the path to secure growth (even non-businessy-types!), I’ll pause with the emails.

If you’d still like to book a tour, I’d love to walk you through the benefits of ABC when you’re available. 🙂

Have a great day!

Persistence is vital to your success. But the number of words used in the above email is not worth taking time to read … considering what is being communicated. It can be done with fewer words and without sounding like 99.5 percent of all follow-up type emails out there.

Yes, you do need to push forward. Absolutely. You must persist to succeed.

It is mandatory to use an email sequence, or cadence, that keeps you in the inbox — promotes your messages. But your sequence must scream “this is not a canned, templated message.”

Instead, your messages must clearly be:

  • researched, personalized (not mass)
  • provocative (causing me to become curious enough to hit reply)
  • read without having to scroll on a mobile device

Remember, rather than beating clients into submission — pushing information at them — try provoking their curiosity. Avoid assuming buyers have a broad need based on general problem you solve.

In most cases, the status quo is the enemy. If so, go deeper. Go blood-and-guts on on prospects to help motivate (provoke) a response.

Good luck!

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

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