Email marketing is not just for your email list.
It’s all the emails you send for the benefit of your biz.
It’s one-on-one email communication between you and a prospective collaboration partner.
It’s the standard replies you put in your auto-reply in Gmail, your appointment scheduler, your client management system, and any other communications between you and other individuals.
Sure, these bits of communication aren’t as layered as an open cart sales email where you explain your offer and all of the bonuses but it is an email sent to get the reader to complete an action.
Your auto-reply in Gmail aims to push the reader to get their info from another place or when to expect a reply.
Your appointment scheduler aims to get the recipient to actually show up to the consultation.
And the emails in your client management system? Those are a sales funnel on hyperdrive. Instead of being okay with a 4-6% conversion rate, you want something closer to a 50-100% conversion rate.
Yeah I said it, 100%.
If they are in your client management system (I use HoneyBook because it’s the biggest, most effortless support in running my business) they are not warm leads. They are red hot leads and it’s only (mostly) up to you to loose them.
HoneyBook has email templates for every situation. There are templates for delivering questionnaires, proposals, contracts and all the pieces you’re probably recreating every time you send one out. Whether you’re sending through Honeybook or Gmail, templates save time and cause conversions.
No wondering about whether or not you included your general response times or uncluded the pricing for your package—it’s already there in the template.
Templates are half of the battle in connecting with leads. You want to automate the process as much as possible to prequalify the warmer leads and spend more time with them. No point in getting on a consult call with someone who has a budget that is 1/10 the price of your services. That’s why I consider a client management system a must for lead intake. It simultaneously allows you to connect with your leads and serve your clients better (you have more time for clients if Honeybook is doing the heavy lifting with leads).
Let’s take a look at two workflows. On the left is the manual workflow—one where you’re drafting emails as they come along and every lead interaction takes valuable time out of your week. On the right is the set it and forget it workflow that happens inside of Honeybook.
Manual Client Lead Management
A lead reaches out to you via …
- a form on your website or
- by email.
You reply and share your services possibly via
- a PDF brochure attachment,
- a consult call, or
- a custom proposal.
The lead doesn’t reply after 2 weeks. You follow up via email and they have questions …
- You reply back and forth for a few rounds of email,
- schedule a phone consultation,
- hope for the best.
They are in! They pick a package
You deliver the contract via …
- a hard copy (?),
- Adobe sign, or
- another random service.
You receive payment via …
- carrier pigeon,
- another random form.
You send the initial project questionnaire via …
- Microsoft Word,
- Google Doc, or
You send onboarding materials via …
- random PDFs,
- emailing back and forth,
- hysteria because you don’t know where to start???
Automated Client Lead Management via Honeybook
A client lead comes in from a form on your website.
Honeybook auto replies and sends the lead a brochure which lists all of your packages.
Your lead doesn’t respond ?
Honeybook follow-up 3 days later (automatically) to get the lead on a consult call.
The lead is in! They pick their package from the brochure and send their preference back to you.
You send over the Honeybook proposal template (it includes the contract and invoice) that takes you 2 minutes to customize.
They sign the contract and the funds are deposited into your account in 3 days.
They are automatically added to a client workflow which sends all onboarding materials.
First let’s start with how long the workflow on the left is. It’s long because of all of the variables that come into play. If you’re anything like me, before you automated your lead process you tried all the things when it comes to nurturing leads, contracts, and getting paid. So this is probably a fair representation of what you have tried.
Imagine each and every one of these steps in all their multilayered (un)gloriousness. The options are unwieldy and don’t have much space for templates because each one of the options can require a different template. And how do you template hysteria? Basically, you don’t. You just let the very, very long list continue to overwhelm.
When you first discover that the list on the right is an actual thing, you may get a little giddy. It can take less than an hour to put this workflow together (with or without Honeybook but hopefully with) and give you some of your life back.
Now let’s see the template in action when a new lead comes in.
The Word Vomit Template
I was so excited to see you name pop into my inbox. Can you tell me more of what you’re looking for? I offer a few services with my most popular copywriting package starting at $1,000 though I can work with a smaller budget and/or offer a payment plan. Please let me know what you are looking for and I can create the perfect project for you.
Note the typos, the shaky discounted offer (that may be a result of currently being desperate for a sale) and lack of personality. I get it, sometimes on the spot personality is hard.
Now let’s take a look at the standard template.
Honeybook Standard Template
I’m very excited to work with you! Below, please see the services I offer. Have a look and see what you fancy. Then select the collection and any a la carte items you’re interested in and send it over my way.
If you have any questions don’t hesitate to ask.
It does the job but if the word ‘fancy’ isn’t on brand for you (or your clients are downright opposed to the word fancy) then this template isn’t a 100% fit for you.
It does a great job of sharing the information of telling your customer what they’ll find inside of the attachment and what to do next to book.
Now try this next one.
The Branded Template
First off, you’re awesome! You have taken a great step towards building the email list that’s going to connect with the audience you were born to serve.
I’ve attached a brochure which lists the packages I offer. There’s a full-service package as well a couple of smaller partial packages.
Hit reply and let me know which one of these works for you and we’ll get started on the next steps.
Email Marketing Copywriter
This template starts off talking about Annie and what she’s doing for herself! Woo-hoo! Then it gives the details on what to find inside and closes finally (and confidently) assuming Annie will book.
Which one of these emails do you think more closely touches at the client wanting to invest in email marketing services now? And which type do you think provides a better experience for your clients?
You can pop this email (and a few more) into you
- When they first show interest in working with you
- To follow up after they’ve received your packages
- To deliver the contract and invoice
- To share orientation materials and set expectations for the project process
You can pop these emails into Honeybook, set them up in Gmail with an extension like Streak, or just copy and paste them in your inbox as your leads come through!
If you want to make it easier to turn leads into paying clients, grab the 5 free templates to start automating your lead process.