Automated email follow-ups are a powerful way to engage leads generated through Material Bank. When thoughtfully crafted, these emails can help keep your brand top of mind, nurture relationships, and move prospects closer to specification and purchase. To create a successful automated email strategy, it's important to balance personalization with efficiency, tailor messaging based on the recipient and project stage and always deliver value. The tips below outline key best practices to help you get the most out of your CRM and email marketing tools when following up with MB leads.
As a reminder, leads should be used for follow up on specific samples ordered and the corresponding project for which the samples were ordered. You may not use project leads for general marketing purposes and may not add Material Bank members to email marketing lists without the member’s expressed consent.
1. Use a CRM with Integrated Email Capabilities
To streamline and scale follow-up efforts, ensure you're using a CRM platform with built-in email automation features. Commonly used platforms include:
Salesforce
Klaviyo
HubSpot
Zoho
These systems allow for personalized sequencing, segmentation, performance tracking, and CRM-to-email data syncing—critical components for effective follow-up.
2. Understand Your Audience and Intent
Before crafting any message, ask:
Who is the recipient? Architect, designer, or another stakeholder?
What is the stage of the project? Early inquiry, specification, nearing procurement?
Where in the sequence is this email? A first introduction or a fifth touchpoint?
Each of these factors should influence tone, content, and call-to-action. For example, early emails may focus on inspiration and resources, while later ones may aim to secure a meeting or quote.
3. Craft a Compelling Subject Line and Sender Identity
A strong subject line increases open rates—make it engaging, relevant, and clear. Equally important is the sender. Use a personal name and email address, not a generic company or group name, to make the email feel more human and trustworthy.
4. Prioritize Personalization
Customized emails dramatically outperform generic ones. Wherever possible, include:
Recipient's name
Project name
Details of the Material Bank samples ordered
This helps the contact feel seen and ensures the message is relevant and valuable to them.
5. Include Clear Rep Contact Information
Every email should make it easy for the recipient to reach out. Include:
Rep’s full name
Title
Email address
Phone number
A link to schedule a meeting (e.g., Calendly or CRM scheduler)
Making this frictionless can significantly improve the chance of converting interest into conversation.
6. Establish a Thoughtful Send Cadence
The timing and frequency of emails should reflect the lead’s engagement level and project stage. Best practices include:
Start with a monthly cadence, especially if engagement is low or uncertain.
For active or higher-priority leads, consider a more frequent touch—e.g., every 7–14 days.
Let performance insights (open/click rates, replies) inform adjustments over time.
For more information on follow up best practices based on phase, please take a look at the document below:
7. Always Offer Value
Every message should provide something of worth to the recipient. Consider including:
Images or case studies from similar projects
Insights about the ordered samples (e.g., durability, sustainability, lead times)
Links to product inspiration, technical resources, or scheduling options
Include additional install images
Add a link to your new collections or additional options that may work for their project
Pricing info
Include a Calendly link to book meetings
Personalize the message by including the Member’s name, samples ordered, project name etc.
Clarify lead times/availability
Product tech/performance info
Sustainability info if applicable
Providing consistent value helps build trust and increases the likelihood of follow-up actions.
By following these practices, your email automation strategy for Material Bank leads can become a meaningful extension of your sales process—ensuring timely, relevant, and personalized communication that drives results.