The Art & Science of Multi-Touch Prospecting. Now more than 50 years old, email is quite simply how business gets done. And email sequences are an excellent way of demonstrating the value you can deliver for prospects. With a multi-step email prospecting motion, you can craft messaging that appeals to specific customer pain points, showcase several different use cases of your products or services, and invite engagement in multiple ways. More touchpoints means more ways to get your pitch right — and, potentially, more ways to be wrong.

The good news? Once you know how to write compelling, one-off emails to entice prospective customers, you can easily do the same across a short sequence of emails. In this example email sequence, we make several appeals to our prospective audience.

 First, we introduce ourselves and our solution, establishing a connection with the prospect. Next, we highlight how much they have to gain – and how little they have to lose – by using our product or service, before showcasing how a company just like our prospect’s used our solution to grow their business. Finally, we ask prospects to refer others to us, expanding our reach. The governing idea is keeping things tight, mixing it up, and always maintaining focus on the prospect, their pain points, and their needs. Let’s get started.