Letter Campaign Outreach Sequence
You will notice that I’ve included the messaging for the first two emails. As I got further through the sequence, I crafted emails that aligned with the pain points I touched on in my letter. This sequence is longer than most. The reason for this is that my target prospects (Higher Education) are not in their buying season, so this campaign not only acted as a nurture, but also one where these prospects could “self-qualify” into a more personalized sequence - which let’s me know they have a higher likelihood of having a conversation with me.
Step 1: Manual Email
Subject: On it’s way!
{{first_name}},
The letter I sent to you is on it's way!
I understand you are the {{title}} at {{company}}, which means you're super busy! (and probably hate replying to vendors... totally get that, trust me).
While we wait for my letter to arrive, I will tell you that {{my company}} partners with institutions in your area (some of which you probably share insights with). Let me know if you'd like to hear how we help them and how we could partner with {{company}} as well.
Thanks,
{{sender.first_name}}
Step 2: View LinkedIn Profile
Step 3: Auto Email (Reply)
{{first_name}},
In case you shredded my letter, here is a recap on how {{my company}} can help in a few areas that you may be interested in.
PAIN POINT
PAIN POINT
PAIN POINT
Let me know if you're open to discussing in detail.
Thanks,
{{sender.first_name}}
Step 4: Auto Email
{{first_name}},
Remember when the Amazon River overflowed? I could imagine that's what your inbox looks like - flooded.
Who do you recommend I speak with about cybersecurity?
Thank you,
{{sender.first_name}}