3.4 Sales E-mails - II

Welcome to the last episode of this chapter. 

In the previous episodes, we worked together to build a drip campaign for Lancify Abroad, and in this final episode, we’re going to talk about how you can strategise and write your sales e-mails and add them to your drip sequence. 

As a marketer, it’s very important to understand that sales is always the ultimate objective of everything you do. Marketing can be a very busy business with lots of ideas to try out and strategies to implement. However, you can’t really buy a house or that private island in the Caribbean just with your followers, likes or e-mail subscribers. 

Hence, sales e-mails. The last time we spoke about sales e-mails, we introduced you to 4 kinds of users that will be on your list: the fresher, the follower, the prospect and the customer. 

We talked about how each of these users are at different stages of engaging with your business and need to be talked to and sold to differently.

In the case of Lancify Abroad, a fresher would be someone who has just entered the e-mail list, a follower would’ve opened at least 5 e-mails and someone who has opened at least 8 e-mails and clicked on several links would be what we call a prospect. 

One key thing to remember with sales e-mails is that they always need to drive action. They have to get the user to take a step towards buying from the brand and having a strong call-to-action is essential. 

So let's go and insert our sales e-mails into our campaign.

Let’s start with the fresher who’s really new and needs to be introduced to the brand and its various offerings. How about we send this user a general e-mail on how the brand can help them?

So, why don’t we write this e-mail. 

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Subject: Let’s get on a call?

Tina, 

I wanted to reach out to you and tell you a bit about what we do at Lancify Abroad. I know you do have an idea of what we do, but I thought it would benefit you to know exactly how we could help you get to your dream university.

Every year we place at least 2000 students in their dream universities using one, two or a combination of our tried and tested programs. These programs have been built over 10 years and tested on at least 10,000 students. We've tweaked, improved and perfected the programs to the point where we're confident you couldn't get better served elsewhere. 

Here’s what we do for students worldwide

1. The University Selection Program where we help you select the best universities that are in line with your career goals. 
2. The Test Prep Program where we help you ace your entrance test be it GMAT, GRE, ACT or SAT.
3. The Application Assistance Program where we help you ace your application process. 
4. The Student Loan Assistance Program where we help you get your paperwork work in place and apply for the best student loan at the best possible rate.

Not sure where to get started? Well, just click the button below to book a free consultation and we will have an expert counsellor call you. Don't worry, the first session is not charged and it will give you enough insight to help you take your first steps.

Button: Book my free consultation.

Excited to be on this journey with you!

Regards,

Sara, 

Lancify Abroad Student Coordinator 

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Wow, that was a meaty e-mail. Fresher e-mails normally are because they’re meant to give them a clear picture of what they can expect from the brand. As you can see, we really took the time to introduce what we do and how we can help them with their goal. 

The follower, on the other hand, has a deeper context of Lancify Abroad and probably needs specific information. For this user, we could talk about Lancify Abroad’s various test preparation packages.

Moving on to writing this e-mail. 

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Subject: Did you know you could build your own test prep program with Lancify Abroad?

Allen,

You've probably gone through your university selection process and are getting geared up to prepare for your tests. Well, we understand that no two students prepare the same. So we've built a couple of different routes that can help you prep for the tests. 

1. The full package: This package includes your study material, in-house or online coaching as well as sample tests.
2. Study alone: This package includes just your study material and the sample tests so you can study on your own
3. The Build Your Own Program model. This model lets you buy the study alone package but also book specific online or in-house sessions for guidance you need on specific topics.

To get started, click the button below and we will have someone call you with next steps.

CTA - Get started.

Regards,

Sara, 

Lancify Abroad Student Coordinator

What we’ve done in this e-mail is give them clear direction on how the test prep program can help them and even give them multiple ways to do it. 

Now, onto the prospect e-mail. This person might just need that extra push through a discount or a special offer. Maybe we could try and offer a one time discount on our application assistance package to lure them in. 

This e-mail would go something like this:

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Subject: Get an expert application consultant at 50% off.

Alia,

You've been in our ecosystem for sometime now and are well versed with the study abroad world. So we wanted to let you know of an exclusive offer we are running on our Application Assistance Program.

For everyone buying the package within the next 2 weeks, we will be waving off 50% of the fees. We've built this offer specifically for applicants like you who’ve been engaging with us closely over the last few weeks. 

We however can't keep the offer open for more than 2 weeks because we are anticipating a high volume of takers for this offer.

So go ahead and grab your package today and we will get you started on your applications right away.

Button: Get this deal now

Regards,

Sara,

Lancify Abroad Student Coordinator

Throwing in a discount for a prospect is a great way to get them to take the leap, especially if the offer is time sensitive. 

And there you have it. That’s how you strategise and write sales e-mails.