Your emails should make it clear that you:
- truly understand their problem/goal — be as obvious as you can about this
- your company is actively solving this for their peers/competitors — social proof
- your solution drives dollars-based impact — more social proof with $ and %
Adding a ‘reply’ email to your sequence with a simple “putting this at the top of your inbox — is this a priority for you?” message continues to show strong open and reply rates.
If a lead’s gone cold, don’t “check in” or “loop back”, instead: parrot the customer’s words back at them. Write an email with:
- what next step they were supposed to take (especially if they went suddenly dark)
- the business problem that is roasting their bottom line that they have failed to fix by not buying (in explicit painful detail).
