MASS EMAIL 
MARKETING 
DOESN’T WORK. 
MODERN PROSPECTING EMAILS THAT DO, INSIDE
We used to mass email our leads three times a week. 
www.getsidekick.com
This generated 
enough 
appointments to 
consistently fill the 
top of my pipeline. 
www.getsidekick.com
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
These minor personalization techniques left 
my emails unopened. 
www.getsidekick.com
These minor personalization techniques left 
my emails unopened. 
www.getsidekick.com 
Click to 
try the free 
tool I use ...
It was time to 
personalize 
prospecting emails. 
www.getsidekick.com
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
Hi there, 
Do you remember FAQ sections on websites? Occasionally you still 
do, but for the most part they’ve disappeared...
“Personalized” 
mass email marketing 
didn’t work either. 
www.getsidekick.com
YET, 
For the past few decades ... 
we’ve all been responding to these emails.
And now we 
don’t want to. 
www.getsidekick.com
And now we 
don’t want to. 
x “Personalized” with a first name 
isn’t enough. 
www.getsidekick.com
And now we 
don’t want to. 
x “Personalized” with a first name 
isn’t enough. 
x “Personalized” with a company 
name isn’t...
And now we 
don’t want to. 
x “Personalized” with a first name 
isn’t enough. 
x “Personalized” with a company 
name isn’t...
Prospects don’t want personalized, 
they want tailored. 
www.getsidekick.com
Prospects don’t want personalized, 
they want focused. 
www.getsidekick.com
Prospects don’t want personalized, 
they want value. 
www.getsidekick.com
[First Name], 
You did an excellent job speaking at the recent 21st Century B2B 
Culture event - you have great understand...
[First Name], 
You did an excellent job speaking at the recent 21st Century B2B 
Culture event - you have great understand...
[First Name], 
You did an excellent job speaking at the recent 21st Century B2B 
Culture event - you have great understand...
[First Name], 
You did an excellent job speaking at the recent 21st Century B2B 
Culture event - you have great understand...
Suddenly, our 
prospecting 
emails started 
to work again.
Next we 
began 
tracking 
these 
emails. 
[First Name], 
You did an excellent job speaking at the recent 21st Century B2B ...
And watching 
which ones got 
opened. 
[First Name], 
You did an excellent job speaking at the recent 21st Century B2B 
Cu...
[First Name], 
You did an excellent job speaking at the recent 21st Century B2B 
Culture event - you have great understand...
Then following up the right way. 
Click to 
view this 
presentation.
Now we don’t have to robotically send mass emails. 
www.getsidekick.com
And we’re not just filling the top of our pipelines. 
$$$ 
www.getsidekick.com
And we’re not just filling the top of our pipelines. 
We’re moving people through it. 
$$$ 
www.getsidekick.com
So, start sending 
and tracking 
valuable prospecting emails 
to see what works 
best for you. 
www.getsidekick.com
Sidekcik can 
help you see 
what works. 
Sidekick is a free tool that shows who has opened and 
clicked your emails. These...
Anum Hussain 
GROWTH MARKETER, 
SIDEKICK BY HUBSPOT 
@anum 
www.getsidekick.com 
John Sherer 
SENIOR SALES REP 
HUBSPOT 
@...
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Mass Email Marketing Doesn't Work: Modern Prospecting Emails That Do, Inside

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Sending mass, robotic emails will only *work* for so long. This SlideShare unveils modern email strategies for reaching your prospects.

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  • Where does all this fall under the CAN-SPAM laws? These are not transactional emails, as there has not been any purchase or prior relationsship. I assume these type of emails are being sent more than once per day and potentially used in bulk. I believe these would require an unsubscribe link or opt-out message. Am I correct?
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  • You've misspelled your own product name in slide 40 in the HEADLINE! "Sidekcik". And I cannot find anywhere on your website a way to contact your team to notify them about this. Seems pretty amateurish for such a competent organization as Hubspot. I'm betting that this post will sit unanswered and the slide uncorrected for a long time.
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Mass Email Marketing Doesn't Work: Modern Prospecting Emails That Do, Inside

  1. 1. MASS EMAIL MARKETING DOESN’T WORK. MODERN PROSPECTING EMAILS THAT DO, INSIDE
  2. 2. We used to mass email our leads three times a week. www.getsidekick.com
  3. 3. This generated enough appointments to consistently fill the top of my pipeline. www.getsidekick.com
  4. 4. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John The email we sent looked like this.
  5. 5. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John It included a nice piece of content.
  6. 6. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John It included a nice piece of content. It included a request to connect.
  7. 7. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John Then it stopped working.
  8. 8. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John Maybe it was the generic opening.
  9. 9. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John Maybe it was the generic opening. Or the assumption the prospect has a horrible website.
  10. 10. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John Maybe it was the generic opening. Or the assumption the prospect has a horrible website. Or putting all the work on the prospect to find a time to chat.
  11. 11. These minor personalization techniques left my emails unopened. www.getsidekick.com
  12. 12. These minor personalization techniques left my emails unopened. www.getsidekick.com Click to try the free tool I use to see who isn’t opening my emails.
  13. 13. It was time to personalize prospecting emails. www.getsidekick.com
  14. 14. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John We tried personalizing the opener. Sara,
  15. 15. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John That didn’t work. Sara,
  16. 16. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John Then we tried customizing the time. Would you be able to talk at 2 PM Wednesday?
  17. 17. Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When Would would you be be able a good to talk time at 2 to PM walk Wednesday? through your site? Let me know what works best. John Still didn’t work. Would you be able to talk at 2 PM Wednesday?
  18. 18. “Personalized” mass email marketing didn’t work either. www.getsidekick.com
  19. 19. YET, For the past few decades ... we’ve all been responding to these emails.
  20. 20. And now we don’t want to. www.getsidekick.com
  21. 21. And now we don’t want to. x “Personalized” with a first name isn’t enough. www.getsidekick.com
  22. 22. And now we don’t want to. x “Personalized” with a first name isn’t enough. x “Personalized” with a company name isn’t enough. www.getsidekick.com
  23. 23. And now we don’t want to. x “Personalized” with a first name isn’t enough. x “Personalized” with a company name isn’t enough. x Any one-word adjustment to an email is not enough. www.getsidekick.com
  24. 24. Prospects don’t want personalized, they want tailored. www.getsidekick.com
  25. 25. Prospects don’t want personalized, they want focused. www.getsidekick.com
  26. 26. Prospects don’t want personalized, they want value. www.getsidekick.com
  27. 27. [First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John So now we send an email like this – one at a time.
  28. 28. [First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John Opens with custom event in prospect’s life.
  29. 29. [First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John Opens with custom event in prospect’s life. Connects their expertise with our own.
  30. 30. [First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John Opens with custom event in prospect’s life. Connects their expertise with our own. Provides a specific timeframe to chat.
  31. 31. Suddenly, our prospecting emails started to work again.
  32. 32. Next we began tracking these emails. [First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John
  33. 33. And watching which ones got opened. [First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John
  34. 34. [First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John Try tracking emails for free here And watching which ones got opened.
  35. 35. Then following up the right way. Click to view this presentation.
  36. 36. Now we don’t have to robotically send mass emails. www.getsidekick.com
  37. 37. And we’re not just filling the top of our pipelines. $$$ www.getsidekick.com
  38. 38. And we’re not just filling the top of our pipelines. We’re moving people through it. $$$ www.getsidekick.com
  39. 39. So, start sending and tracking valuable prospecting emails to see what works best for you. www.getsidekick.com
  40. 40. Sidekcik can help you see what works. Sidekick is a free tool that shows who has opened and clicked your emails. These notifications can be received instantly on desktop or mobile – so you know which prospecting emails are performing best. www.getsidekick.com Click to use for free today.
  41. 41. Anum Hussain GROWTH MARKETER, SIDEKICK BY HUBSPOT @anum www.getsidekick.com John Sherer SENIOR SALES REP HUBSPOT @JohnSherer
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