Sleep Country Breaks Down Resistance With Email Drip Campaign

A new sleep system is, more often than not, a big-ticket item, requiring a long sales cycle that answers some basic questions that a prospect may have. With the first email in the conversion process, Sleep Country made it clear that education was going to be the focus of its efforts. The subject line: "1 of 5: Welcome to a Better Night's Sleep," simultaneously greets the subscriber and spells out the end goal. The succeeding emails continue the pattern of number followed by the main selling point.