I Created a Sales Email Sequence for PandaDoc

https://www.loom.com/share/95ec062792154551ac1ab53c3bdc69cf

I recently spent some time on a call with former Praxis Alum Nick Rundlett discussing the importance of sales. Mr. Rundlett has been working in sales for the past four years- starting out as an SDR, then working his way to SDR team manager, Account Executive, and now Sales Manager at a time management SaaS company called Toggl. During this call, Nick enlightened me on the importance of sales, and more specifically, the basics of sales copyright and I’ve been obsessed ever since!

I went ahead and practiced some of the sales copy in the following cadence.

The company I decided to use for the sequence is PandaDoc.

PandaDoc is a software company providing SaaS software. The platform provides sales processes software.

In order to set up the cadence, I followed the outline below.

I Identified My Ideal Sales Prospect for PandaDoc

I recently heard a saying that sums up PandaDoc’s sales, “PandaDoc could sell to anyone. Who doesn’t need E-signature software?”

I agree with this 100%. Think about it, almost every industry today uses E-documentation to conduct business.

However, I tried to find an industry where document automation is a fundamental element in their day-to-day work. I asked myself, who needs PandaDoc the most?

My answer: the Real Estate industry.

After spending this past summer as an intern for my brother’s real estate company, I realized how heavily he and his colleagues rely on proposal documentation. For this reason, I decided to target real estate agents/agencies in Colorado.

I Sourced a List of Leads

I used hunter.io. Hunter.io is a convenient service that finds and validates a person’s email address. If you aren’t familiar with hunter.io, watch a video of my colleague showing you how to use it here. She does a great job highlighting the key features and uses for the app.

After compiling a list of leads, I created a CSV file and imported the contacts into MailChimp.

I Wrote a Sales Email Copy

Next, I created a sequence that included three emails for a campaign using MailChimp. Each email had its own unique purpose and I had three categories I kept in mind while writing them:

Email #1:

With the first email, my goal was to showcase PandaDoc’s capabilities in comparison to competitors. DocuSign for Realtors is a widely used SaaS software, so what makes PandaDoc better?

In the opening line, my goal is to get the audience to recognize other prominent real estate companies that use PandaDoc’s product. This is to grab the reader’s attention.

Next, I showcased the important features that PandaDoc offers that would be relevant to Real Estate agents. Real estate agents care about speed in closing deals and being on the same page as the client. I made sure to highlight this by showing evidence of improved sales speed and PandaDoc’s commenting functionality.

Throughout the email, I included multiple links that offer further information in case the audience wants to learn more.

Lastly, I ended the email with the question “Willing to learn more?” followed by a link to a 14-day free trial. This was focused on directing the audience to an action that could potentially lead to the final sale.

Email #2:

The second email was formatted with a typical 123 type email.

Again, in this email, my goal was to direct the audience to the action of moving forward in the sales process.

My intention was to increase the reply rate to see where the client is at with our email cadence. This was to gauge their interest as well.

Giving the audience three options persuades the audience to make a decision.

The first option was to see the product work in a demo.

The second option was to direct the reader to set up a phone call with a team member. During this phone call the team would work to further show the importance of PandaDoc.

Lastly, I gave the audience an option to respond by removing themselves from our contact list. This is also beneficial to the sales process because we can move on from the sales attempt and focus on prospects who are truly interested.

Email #3:

The last email: is the deal dead?

This email is self-explanatory. Ultimately, this email has a simple yes or no response and encourages the audience to reply. Another upside to sending an email like this you can continue to send it upwards of 13 times until the person has responded.

I Set Up the Cadence

As I already mentioned, I gathered my contacts from my leads list and imported them into MailChimp.

From here, I scheduled a time to send out each email.

I used MailChimp’s scheduling function and sent the emails out in chronological order starting at the beginning of the week with the Replacing DocuSign email. I scheduled this to send Monday and Tuesday afternoon.

The next email, I scheduled for Wednesday and Thursday.

Finally, the last email I scheduled for the rest of the week due to how it was written.

Measuring the Emails Outreach

To measure the success of the email, I linked my Google Analytics account to MailChimp to track the response/click rate. I have already made a video demonstrating some of the metrics that make this valuable when evaluating the success of an email campaign.

In Conclusion

Email sequences like this can be valuable to PandaDoc because you can automate and expand your outreach in a minimal amount of time. However, this is just half the battle. Thanks to Nick, he educated me on the basics of sales copy and how good copyright can generate a lot of money which in turn helps the company.

If I worked for PandaDoc, this would be the process I would implement to find leads, close deals, and generate more sales for an already great company! Although this system and emails are far from perfect, I hope to continue to improve through trial and error!