What if I told you that you could sell more without having to generate more leads than you already do. That’s right, sell more without having to buy more ads, leads or finding more referral partners. And without your team doing more work. All by sending 4 simple email campaigns.
Most businesses don’t have a problem generating leads. In fact most of the business owners I talk to say they’re generating more leads than their team actually manually follow up with. And that is the underlying problem. You don’t have a lead problem, you’ve got a process and operations problem.
And you’ve probably already got the tools to fix the problem.
I’m not going to go through all the different CRM or email marketing platforms. There’s a handful I like (heck I work for a CRM company). But all of them have the capability to do what I’m going to walk you through today.
A couple of weeks ago I walked you through how to get leads to schedule with you, without having to do any work on your end. If you implemented that, you’re ahead of 95% of your peers, and the first campaign is going to be even easier for you.
Here’s the 4 email campaigns you should be sending:
Sure there’s 4 campaigns, but what do you do with that information? Let’s dive into all 4, and if you make it to the end there’s a bonus for you to download.
The almighty indoctrination campaign.
I LOVE the indoctrination campaign. I know it’s annoying as hell, most of the sales people I’ve worked with hate them, but when I show them the numbers, they usually get it. This is a series of up to 5 emails a prospect will get before they meet with your sales team. I send these emails every day until the day before their meeting is scheduled.
Here’s a framework you can implement for your own indoctrination campaign
- Welcome email: This one should be sent as soon as someone subscribes to your list. Use this opportunity to introduce yourself and your services, and let them know what they can expect to receive from you in the future.
- Community involvement email. In the fourth email, consider sharing some information about your involvement in the local community. Whether you volunteer, participate in charity events, or partner with local businesses, this email can help show that you’re committed to more than just making a profit.
- Social Proof email: Share testimonials or reviews from satisfied clients to build trust and credibility with your prospects.
- Personal email: Address any specific concerns or questions your prospect may have, and use this opportunity to strengthen the relationship between you and them.
- Bribe email: If your prospect has made it all the way to scheduling an appointment with you, consider offering a $5 Starbucks gift card as a thank-you for meeting with your sales rep. It’s not a kickback, just a small token of appreciation for their time.
The short term nurture campaign
What do you send AFTER you have a meeting but before they are ready to make a buying decision? Now some of these might be repeats, but let me tell you a secret, nobody really gives a shit. They’re not paying attention that you recycled an email or two. Or just rewrite them, I’ll leave that up to you. I send these emails once a week until the end.
- Recap email: After a meeting with a prospect, send a follow-up email summarizing the key points discussed and any next steps. This not only shows that you’re organized and proactive, but also reinforces the value of working with you.
- Educational email: Send content relevant to your prospect’s insurance needs, like tips for choosing the right coverage or ways to save money on premiums. Think of it like giving them a crash course in insurance 101. This email can position you as an expert in the industry and provide value beyond just selling insurance.
- Social Proof email: Share testimonials or reviews from satisfied clients who had similar insurance needs as your prospect. This builds trust and credibility with the prospect and shows that you have a track record of success.
- Personal Follow-up email: Check in on their insurance needs and offer any additional assistance or information they may need. This helps strengthen the relationship between you and the prospect, and shows that you’re committed to providing personalized service.
The no-show or ghost campaign.
This campaign is one of my favorites, and something I would say is one of my specialties. If someone books a call and no-shows you, or just goes ghost on your team after following up with them, drop this campaign into your process and you’ll get a surprising number of people back into the pipeline. I send these emails every day until we reach the end of the campaign.
Here’s the framework for you to steal for the no-show campaign.
Missed appointment email: This email is simple and straightforward, send a quick email just saying that you understand things happen, and send them a link to reschedule their call. Nothing fancy, no guilt, all grace.
Whoopsie email: This one I get a little more sarcastic, but still don’t put any blame on them. I throw in something about the main problem you’re solving. Instead of a reschedule link I give them a couple of recommendations on how to move forward.
Social Proof email: ANOTHER ONE! This time I drop in something like a video testimonial if I’ve got one, or just a couple of screenshots of google reviews, and a link to schedule with me. Don’t get too fancy, just a quick email.
Meme email: Yep, you’re going to send them a meme, head over to imgflip.com and make a couple of funny insurance memes, and just send one. Then drop your schedule link below the meme. This email will set up the next email perfectly, and weed out the fuddy duddies that probably aren’t going to be great customers to begin with.
Break up email: This one is my personal favorite. And if you keep reading I’ll even give you my break up email template. Some quick stats: this email averages about a 40% open rate and a 15% reply rate. And this the 5th email most people get who have ghosted our team. It’s funny, has a catchy subject line, and gets hilarious responses.
The long term nurture, or drip email campaigns.
Now you’ve done all the leg work, got the proposal in their hands, but they just aren’t ready to buy. The long term nurture campaign gets started! I’m not going to go deep on this framework, because every single business is different. But if you’ve followed along to the things I’ve written before you know where I stand on creating relevant and adjacent content. And this is why. If someone isn’t ready to buy right now, you need to be present until they are.
My current long term nurture campaign is 17 emails long, two emails a week for 8 weeks. And I’m finishing up two more to add to the campaign. Here’s the breakdown you can copy though.
Big idea email: This email is a big idea relevant but not directly about the thing you’re trying to sell. So for an insurance agent I would send an email linking to a blog post on my website about when to use roadside assistance.
How it applies email: This email is the product email sent the day after the relevant big idea email, so based on the above example I would send them an email about auto insurance coverage options.
Rinse and repeat until you’re 8-10 weeks deep. And this is also why I have been pushing agents to create newsletters. Each of these follow-up emails should include a link to sign up for your email newsletter. That creates yet another touch point for you to stay in their inbox for the next 12 months.
Selling more without generating more leads is possible with the right processes and email campaigns. The Indoctrination, Short term nurture, No-show/Ghosted, and Long term nurture/drip email campaigns can help businesses engage with their prospects effectively and increase their sales. These campaigns provide valuable information, establish trust and credibility, and keep prospects engaged until they are ready to make a buying decision. With the frameworks provided by the author, businesses can easily create their own email campaigns and improve their sales process. So, what are you waiting for? Start sending those emails and watch your sales grow!