One system · Email
Email should be part of the relationship, not another blast channel.
Fimiliar uses email as part of a wider buyer journey.
The channel · 10 of 11
- What it is Follow-up sent because something happened, not because a sequence says it is day four.
- What it builds Continuity between touches
- Best for Following up when something happens
01Why it matters
Email becomes more useful when there is context.
Two ways an email gets sent.
A sequence · struck through
Sent because a sequence says it is day four.
- The same email to a whole list, on a timetable.
- Without context, an email is just another interruption.
Context · circled
Sent because something happened.
- A LinkedIn interaction.
- A website visit.
- An event.
- A case study download.
- A previous conversation.
- A relevant company change.
02What we focus on
What we focus on.
Six kinds of email, all on one relationship, and what comes back from the replies.
- 01
Relevant follow-up
- 02
Account nurture
- 03
Expert introductions
- 04
Case study follow-ups
- 05
Commercial conversations
- 06
Re-engagement
- 07
The signals inside the replies themselves
03The point
That context changes the email.
It can speak to the person and the moment instead of to a whole list. And every reply is read as a signal about the person who sent it.
04In the system
Email activates when someone becomes more relevant.
05Questions
What partners ask about email.
Short answers.
How do you nurture B2B relationships at scale?
One relationship at a time, with a system behind it. Know who matters in each account, write only when there is a reason, and keep each message specific: relevant follow-up, account nurture, expert introductions, case study follow-ups and re-engagement. Scale comes from knowing who to write to and when, not from writing to everyone more often.
Is email just another blast channel?
No. Email should be part of the relationship, not another blast channel. Fimiliar uses it as one step in a wider buyer journey: sent when there is context to make it relevant, never because a sequence says it is day four, and every reply read as a signal about the person who sent it.
What makes an email worth sending?
Context. A LinkedIn interaction, a website visit, an event, a case study download, a previous conversation or a relevant company change gives you a reason to write, and that reason changes the email: it can speak to the person and the moment instead of to a whole list. Without context, an email is just another interruption.
Next step
Use email when it makes sense, not because a sequence says it is day four.
Thirty minutes on your firm and the clients you want to win, to see if you qualify.