The Conversion Code, 2nd Edition

Chapter 20How to Use Automated Email Campaigns to Convert Leads

The fact that you call and text doesn't mean that you shouldn't also use automated email campaigns on your leads. In the next chapter, I will teach you a lot about “regular” email marketing, but getting drip campaigns right can really move the needle for conversion rate. They are being sent to the leads marketing has worked so hard to educate, qualify, and capture.

The open rate of an autoresponder is 41% higher than an email newsletter and the click-through rate is 2.7× higher.¹ The first message is especially critical as it will get the most opens of any you send. I can't believe how many companies waste this critical opportunity by sending something like, “Thanks for your inquiry. We will be in touch.”

Instead, craft initial drip emails that are more human, aim for a reply, and sound less canned. For example, when a real estate agent gets a Zillow lead, the email would say, “I just got your information from Zillow. Is now a good time for you to speak?”

Don't think of your new lead drip emails as converters—think of them as conversation starters that lead to conversions. Conversations are what create clients, not drip emails. Take the time to develop a strong email sequence for every unique lead source that you have.

If someone is registering for your blog or to access a free lead magnet, the greeting would be a lot different than the first email to a lead who filled out your contact us page. When you get an ...