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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.

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

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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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  • 1. MASS EMAIL MARKETING DOESN’T WORK. MODERN PROSPECTING EMAILS THAT DO, INSIDE
  • 2. We used to mass email our leads three times a week. www.getsidekick.com
  • 3. This generated enough appointments to consistently fill the top of my pipeline. www.getsidekick.com
  • 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. 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. 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. 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. 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. 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. 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. These minor personalization techniques left my emails unopened. www.getsidekick.com
  • 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. It was time to personalize prospecting emails. www.getsidekick.com
  • 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. 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. 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. 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. “Personalized” mass email marketing didn’t work either. www.getsidekick.com
  • 19. YET, For the past few decades ... we’ve all been responding to these emails.
  • 20. And now we don’t want to. www.getsidekick.com
  • 21. And now we don’t want to. x “Personalized” with a first name isn’t enough. www.getsidekick.com
  • 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. 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. Prospects don’t want personalized, they want tailored. www.getsidekick.com
  • 25. Prospects don’t want personalized, they want focused. www.getsidekick.com
  • 26. Prospects don’t want personalized, they want value. www.getsidekick.com
  • 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. [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. [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. [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. Suddenly, our prospecting emails started to work again.
  • 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. 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. [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. Then following up the right way. Click to view this presentation.
  • 36. Now we don’t have to robotically send mass emails. www.getsidekick.com
  • 37. And we’re not just filling the top of our pipelines. $$$ www.getsidekick.com
  • 38. And we’re not just filling the top of our pipelines. We’re moving people through it. $$$ www.getsidekick.com
  • 39. So, start sending and tracking valuable prospecting emails to see what works best for you. www.getsidekick.com
  • 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. Anum Hussain GROWTH MARKETER, SIDEKICK BY HUBSPOT @anum www.getsidekick.com John Sherer SENIOR SALES REP HUBSPOT @JohnSherer

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