Just because someone engages with some digital content does not mean they will become an investor overnight.
Here is an in-depth email nurture sequence to nurture the lead, educate, build trust and drive action. Selling funds is a long-tail sales process, and it is important to use marketing automation to facilitate this.
The key principles are:
Establish initial contact: The welcome email sets expectations and introduces your fund to the lead, establishing a connection.
Address pain points: The pain point emails identify and discuss specific issues your investors face, making your content relevant and engaging.
Demonstrate expertise: Value-driven and educational content emails showcase your knowledge and experience, positioning you as an expert in your strategy.
Build trust: Success story emails highlight real-world examples of how your services have helped investors achieve their goals, building credibility and trust.
Reinforce credibility: Investment approach, attitude to risk, and performance further reinforce your credibility.
Soft engagement: The soft CTA email encourages leads to engage with your content further without putting pressure on them to commit to your fund.
Close the deal: The final pitch email presents your services and invites leads to book a call or consultation, capitalizing on your trust and value throughout the sequence.
Optimization Notes:
Subject lines: Craft compelling subject lines encouraging recipients to open your emails. A/B test subject lines to find the ones that resonate best with your audience.
Content relevance: Ensure your content is relevant and valuable to your target investors. Address their pain points, answer common questions, and provide solutions.
Storytelling: Use storytelling to make your content more engaging and relatable. Share real-life examples, case studies, and success stories to illustrate your points.
Clear CTAs: Use clear and concise calls-to-action (CTAs) to guide your leads through the sequence. Make it easy for them to take the next step, whether booking a call or engaging with your content.
P.S. – include a soft call to action for every email (as a p.s. at the bottom of the email) to book a call and drive to a soft conversion as you provide value
This email sequence aims to build trust, demonstrate expertise, and engage leads by addressing their pain points and showcasing real-world success stories. By consistently providing valuable content and strategically interspersing calls-to-action, the sequence gradually moves leads through the sales funnel, ultimately encouraging them to book a call or consultation.
Average email conversion rates across industries range from 1% to 5%. Remember that this email sequence’s primary goal is to nurture leads, build trust, and establish your expertise. A well-crafted sequence should generally result in better conversion rates than a more generic or sales-heavy approach. To optimize your conversion rate, focus on personalizing your content, addressing pain points, and providing value to your audience. Continuously monitor your email engagement metrics (open rates, click-through rates, and conversion rates) and adjust your strategy based on the data you collect.
Pro Tip: You should aim to start with at least 7 touches and then keep adding more from there to your master email sequence.
