By Marcus Roth, Simplicity Lone Beacon’s Senior Director of Data, Automation & Content.
While analyzing the year-to-date success of our client’s ability to convert new business, our research uncovered an illuminating statistic which proved true for multiple clients. The research showed that clients utilizing Simplicity Lone Beacon Emersion sequences, otherwise known as extended “welcome” email sequences, convert prospects into clients at a far faster rate than those clients without an extended welcome sequence.
First, let’s look at the results. One client saw an average of 46 days needed to close new business for prospects who entered their welcome sequence. In contrast, we were able to examine data from clients who did not use a welcome sequence, showing drastically different results. It took non-welcome sequence clients an average of 81 days to close their leads. In another instance with a slightly smaller firm, prospects that went through their extended welcome sequence took an average of 66 days to close compared to 204 days to close for those who did not.
Why Do Our Emersions Help Conversions?
In short, this statistic proves that the Emersion is doing exactly what it was designed to do. The purpose of an email welcome sequence is to allow the client’s brand to put its best foot forward in an intentional, consistent way to every prospect that enters its door. It is a way to reliably deliver the same important message to your clients to ensure they receive the right and understand who you are as a company, brand, and group of relatable people as they enter your digital door for the first time.
An Emersion gives your company more chances to showcase it’s brand and resonate with your target prospect. With a consistent image and taste of your company, its brand, and its people in your prospect’s mind, they can easily envision themselves with you as their financial advisor as opposed to the competition whose branding and imagery might seem generic and unreliable. Local competition may utilize e-mail marketing, but by no means have they fabricated a custom 18 e-mail sequence that brings each prospect the right information to their inbox. What’s more likely is that competitors are utilizing monthly or weekly newsletters, leaving a new prospect with a vague idea of who the business is, and extrapolate on what to do next. So, if by happenstance, that month’s newsletter is about Social Security and they don’t consider that a very important part of their retirement at that moment, it will influence the reader to believe that the company’s offerings are not aligned with their own, when in fact they very well might be.
Think of it this way: with an extended welcome email sequence, you have a greater opportunity to communicate what your business is about and who the people that make up your business are. Doing so tells the recipients that your company is made up of real people that they will interact with and get to know; people who have lives and families just like theirs. As massive as the large, faceless finance giants like Charles Schwab and Fidelity are, they will never have the asset of familiarity and trustworthiness that you do – an asset that can make all the difference in managing people’s life savings – and our Emersions allow you to showcase it.
What Does a Successful Welcome Sequence Look Like?
A successfully created welcome sequence positions your brand as a thought leader in its community as well as a trustworthy local source for retirement advice and wealth management. This information, combined with the opportunities for prospects to move down the sales funnel, creates far quicker sales cycles than without our unique Emersions. As digital marketers, we don’t always know exactly when a prospect is ready to start the conversation, so it is our job to give them every opportunity to easily raise their hand and begin that process. As soon as you force a prospect to find your e-mail or phone number online, or to navigate to your website using Google only to search your website for what they want, you’ve essentially lost them. This also causes them to wonder that if it’s so hard to simply sign up for a meeting, it could be just as complicated and tedious to work with your organization.
The bottom line is this: Our properly crafted Emersions make it easy for your client to get to know you and gives them the opportunities they need to engage with your business.
About the Author: Marcus Roth is Simplicity Lone Beacon’s Senior Director of Data, Automation & Content. Marcus has a unique experience in B2B and B2C start-up companies ranging from enterprise-level market research of Artificial Intelligence to self-defense eCommerce products. His experience in AI market research brought him, and his research, to INTERPOL, The United Nations and Harvard University.
