Here are 6 tips for crafting email sequences that build trust, engage leads and drive conversions.

1. Personal Greeting with Research

Begin with a warm, tailored greeting. Mention something specific about their role, business, or recent achievements to show you’ve done your homework. This can be as simple as referencing a recent company milestone or a shared industry challenge.

2. Follow-Up with Value

In the second email, focus on a problem they may be facing. Connect it to your research insights and show how your product can help. Adding a relevant example from their industry builds trust.

3. Helpful Content

In the third email, send a useful resource, like an article or video, that speaks to their business or industry challenges. This shows your approach is thoughtful and helpful.

4. Share a Success Story

Now that they’re familiar with you, share a testimonial or case study that aligns with their business size or industry. It reinforces that your solution is the right fit.

5. Clear Call to Action

In the final email, suggest a next step—like a quick call or demo. Make it specific to how your product could help their particular needs.

6. Friendly Sign-Off

If there’s no reply, send a polite “last chance” message, letting them know you’re happy to connect when the timing’s right.