The Email Automation That Landed A $106,000 Client

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Problem

‍New Hire Struggles to Connect With Prospects: A benefits advisor I worked with had developed a custom benchmark report analyzing the benefits plans of various organizations within a key sector. However, they were struggling to identify and schedule meetings with decision-makers to present their findings and convert them into clients.

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Solution

‍Compiling the Right Contacts: I started by researching and compiling a list of contacts, including key decision-makers like the CFO, HR personnel, and other leadership members from over 200 organizations. I utilized public websites and a contact information tool to build a targeted email list, which I uploaded into our CRM system.

Planning the Automation: Understanding the timing of the industry's review process, I designed a five-email automation sequence to go out monthly over six months. This timing ensured that the messages arrived as decision-makers were preparing for their benefits renewals, without overwhelming the recipients.

Developing Email Content: Each email addressed different pain points for the target audience, with a clear call-to-action to schedule a meeting with the advisor. The emails highlighted services like benefits plan optimization, software solutions, and client success stories, building interest and trust over time.

Email Campaign Overview:

• Email 1: Introduced the company’s ability to improve benefits plans, supported by examples of current clients.
• Email 2: Presented a user-friendly benefits administration software to streamline HR operations.
• Email 3: Highlighted a health coaching division that helps clients reduce costs through wellness programs.
• Email 4: Featured a testimonial video from a satisfied client, focusing on financial efficiency for CFOs.
• Email 5: Concluded with a direct and value-driven proposition to discuss ideas for reducing costs and improving employee retention.

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Results

After each email was sent, I compiled performance analytics, including open and click-through rates, and shared a list of engaged contacts for follow-up calls. The results were impressive:

• Average Open Rate: 38.8%
• Average Click-Through Rate: 1.6%
• Conversions: 1 significant client acquisition

The campaign successfully converted a key prospect into a client. The CFO of a large organization responded to the final email, leading to a meeting and a deal that generated an annual revenue of over six figures.