The sales cycle in B2B, and engineering companies in particular can be a long process. A great way to nurture your leads and keep potential clients interested is using automated email sequences and newsletters.
Once a prospect is in your email list, through downloading a lead magnet such as a white paper or ebook, or via direct contact, it’s important that you nurture that relationship. By using an email sequence as part of your engineering marketing plan you can walk the prospects through the buyer journey and keep them engaged on the way to purchasing your products or services.
What is an email sequence
and how does it work?
An email sequence is simply a set of automated emails that are triggered by an event, or delivered in a predetermined time frame. For example, once someone downloads a whitepaper from your site and gives their email address, that may trigger a welcome email along with the whitepaper. You may then have another follow up email in 1 week asking what their thoughts were on the whitepaper and if they had any questions. A third, fourth and fifth follow up email offering useful info will help keep them engaged.
4 reasons why your firm needs
Reduces advertising costs.
Once you’ve had the initial outlay of getting a customers details, you never have to pay to advertise to them again. You can use emails (unless they unsubscribe).
Create brand loyalty.
By setting up an automated email sequence, you can go from introducing your company, to converting a prospect to a buyer and even becoming an advocate for your brand.
Converts more readers into buyers.
You can automatically guide prospects through the buyer journey and keep their attention and build trust on the way.
They do the heavy sales lifting for you.
Sales emails are a great way to introduce prospects to your offer and sell them on special promotions or opportunities, without you having to send sales people and BDMs to each and every client.
How can Engineering
Writing for engineers can be a tricky thing to get right. Engineering Copywriter can help you by crafting emails that speak directly to your target audience. Since all our writers are engineers themselves, they know how to engage best with other engineers. Of course, this means they also understand your products and services with ease, and our proofreaders will help to copy-edit and refine the sales message too.
How does our 3-step thought email writing
An initial briefing call to define
your content goals, and determine tone, style, keyword intent and other details.
Once approved, our PM will set up
a content planner and send the briefs to our writers to commence research and writing phase.
Content is proofread and a final quality check is carried out before we submit the piece to you. You request any necessary alterations within five days, and we will revise until you’re happy.
Email writing FAQs
A.We offer two different packages of 5 and 10 emails. This is often enough for many engineering companies, but if you have a bespoke number in mind just get in touch for a quote.
A.No problem, we can revise it until you’re satisfied. In fact, it’s one of our guarantees. The more information you provide up front, then the closer we’ll get first time so it’s important for you to let us know about any specific info you need covered. For larger projects, we will check in early and often with you to make sure we’re on track and have hit the right tone of voice for your business. We pride ourselves in our customer satisfaction and experience has shown the more we work together, the smoother things run.
Varies per project [to be completed for each page].
A.Yes. We require all revisions to be requested within 5 working days. If we don’t hear from you within this time frame, that piece of content will be considered approved. This helps us to stay on track with multiple clients and projects at any given time.
We lean more towards Google docs for collaboration, though we work with Google Docs or Microsoft Word. You can let us know what you prefer.
A.That really depends on the extent of the revisions, and our capacity at the time. We will always aim to prioritise minor revisions as soon as possible, and will provide you with an estimated time for delivery. We aim to at least make a start within 48 hrs of receiving the request, and will communicate progress with you on larger projects.
A.Our expertise and focus lies in engineering content and technical writing only. We do not have the resources or skills in-house to work on graphics. We’ll be happy to direct you to some of our preferred graphics suppliers, just let us know.
A.The simple answer is because they take a lot of time and effort to research, write and refine. Rather than focus on the upfront expenditure, consider the potential value. The best thing to do is to think about the value one new customer can bring, and then decide if producing [content variables to be input] a certain topic is likely to bring in more leads for your business and help convert more valuable sales.
A.To create [complete for each page] we will need to work closely with you. We will kick things off with an initial call to discuss your business and project scope in detail. Once we have a brief, we will get started and the next input will be required to review the draft [variations complete for each page]
A. Our writers all have engineering degrees. Many have hands-on experience in the engineering industry as well. They have the skills and knowledge to cover common engineering fields including mechanical, civil, industrial, manufacturing, chemical, materials, and many more. Find out more about us here.
A.Creating a [service variable to be input] takes substantial commitment, time and resources. To minimize our risk, we only start a project once we have received payment. This also ensures we’re not having to employ extra team members to manage billing and accounts payable, so we can use the resources to continually improve our services for you, our client.
A.Payments can be made via card, paypal, or bank transfer.