Template description
To some, the concept of crypto may be novel even though it has been around for quite some time. Many companies have begun looking into cryptocurrency in the past decade, and many have dabbled in it, but they haven’t fully explored its potential.
A crypto industry disruptor was looking for potential partners to advance their international payment product, so a marketing email campaign was drafted and sent on their behalf.
Wave 1: Starting by delving into the details
In the first wave, we provided general advantages and services to check receptiveness and willingness to participate in our community. We mentioned the number of participants to demonstrate the high demand for our services. The important thing we did was to mention the specific area in the intro section. The smaller it is, the higher the open rate you can get.
Email 1
Subject Line 1: Meeting request with {FirstName}
Subject Line 2: Call for Membership in {Company}
Dear {FirstName},
As a business operating in {Area}, I am writing to cordially invite you to join the {Company} to showcase your organization’s services to our membership community.
{Company} acts as the business community’s voice through distinct pillars of service and programming. Our mission is simple yet bold: {Mission}.
With more than 1,000 members (and growing), our scale and diversity help you build relationships and extend your reach.
Let’s have a preliminary call to discuss the details and schedule a face-to-face meeting for a more in-depth discussion. What time works best for your calendar?
Kind regards,
{Sender}
Serrano 23 tip
When you build the first email in cadence, try to express different but mutually connected things in each paragraph.
Wave 2: Adding more benefits to the copy
Follow-up starts as a reminder of the first one and the recap with the main benefits prospects can get by being a part of the community. In the value-proposition section, we mentioned two advantages, but for further details, we have a call-to-action.
Email 2
Hi {FirstName},
Just a kind reminder to bring my earlier message to your attention.
To recap, {Company} invites you to join our {Company} community allowing you to showcase your organization within our growing membership. With more than 1,000 members, our scale and diversity help you build relationships and extend your reach.
I would like to suggest scheduling a call and discussing your fit and possible benefits on the spot. Could you let me know your availability?
Kind regards,
{Sender}
Serrano 23 tip
You should not give more than a recap in follow-ups. Your gist is to remind and arouse the desire to reply because of the main benefits you took from the previous wave.
Wave 3: Making the message juicier
This is a beautiful example of the “straight to the point” wave. As you have seen in the first template, we basically introduced ourselves and gave benefits with supporting facts. Here we went straight to the chase, and we can do that because we are operating in the same thread, which means that the prospect can take a look at the first wave.
Email 3
Hi {FirstName},
Your inbox might be a busy place, so I would like to make another attempt at catching your attention.
To give you more clarity, let me highlight some benefits of joining the {Company}:
- Visibility as part of the {Area} businesses community
- Connections leading to new clients/suppliers
- Best-in-class solutions helping your business “grow and thrive!”
- Market research and marketing consultations;
- Workforce and talent connections;
- Government navigation
As your business partner, {Company} is here to assist with your business challenges saving you time and money.
Can we arrange a quick call or set an appointment to talk in more detail?
Kind regards,
{Sender}
Serrano 23 tip
Keep in mind that this structure is possible only when you stay in the same thread.
Wave 4: Experimenting with assumptions
You may find it a bit impudent, but here is the thing. When developing a community, you can let yourself be young but not step over the line. Here we decided to take one step forward with possible assumptions. And one more trick is that, in further email sequences, you can develop all of the conclusions we mentioned.
Email 4
Hi {FirstName},
As I haven’t received any response from you, I have no clue about your ultimate decision or your current status. So far, I’ve reached the following conclusions:
- You’re interested in becoming a {Company} member and want to schedule a face-to-face meeting but haven’t had the time to respond yet.
- You’re not interested at the moment in joining the local business community.
- I caught you at a really bad time, and you didn’t have a chance to consider my proposal.
Whatever it is, please let me know. I’d appreciate clarity as I’m finalizing my call schedule for this month.
Thanks,
{Sender}
Serrano 23 tip
Do not burn the bridges in the last wave. Always leave yourself room for further testing or developing scenarios.
Conclusion
When creating an email cadence for a young or established community, you have limitations caused by the tone of voice and the strength of the value proposition. But in general, you are in the same position; try to get the maximum out of each style and approach. We hope this will help and wish you fruitful campaigns, Serrano 23 Team