-Learn how start warm conversations with C-level executives via cold email. -Find out what the 5 most common pitfalls of cold emailing are so you get more responses instead of embarrassing yourself. -See a full cold email critique step by step to learn what not to do and how you can improve your cold emails to increase response rates. -Learn how to magically "reverse engineer" any "one-off" cold email to become a highly effective mass template.

1. By Heather R Morgan
Heather R Morgan| @HeatherReyhan | heather@salesfolk.com

2. Stick around to the end and you’ll learn…
How to create powerful, personalized
mass emails with “reverse engineering.”

3.  8+ years of copywriting experience
 Written 10,000 + cold emails
 Worked with 100+ companies’
email campaigns (and counting)
 My open & response rates are
2-3x higher than industry standard
 Written email campaigns w/ 68%+
response rates from C-suite
About Heather &

4. Bad cold emails get torn apart and
forwarded around.

6. Make your emails thoughtful , or
become a laughing stock.

7. Problem #1:
Targeting the wrong audience

8. Solution #1: Do your homework
and build a good list

9. Problem #2:
Don’t know your customer

10. Solution #2: Talk to your customers
&“e-stalk” them like a journalist

11. Problem #3: Your message does
NOT excite your prospects

12. Solution #3: Focus on your
prospects’ desires & fears

13. Problem #4:
Your prospects don’t trust you

14. Solution #4: Build credibility with a
“case study” that shows results

15. Problem #5: Your Call to Action
is missing or weak

16. Solution #5: Incentivize your
prospects to respond

17. Example Cold Email
Hi XX,
I know you get tons of emails everyday from vendors trying to get time on your
already busy schedule. I understand how frustrating that is so I will be brief.
In researching XXXXXX, I discovered:
1) You are concerned about XXXX
2) XXX is a priority this next year
3) You are responsible for XXXX
ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns].
If this worth 15 minutes of your time, happy to offer you some time on my calendar.
What do you think of this framework? Thoughts, concerns, suggestions?
Thanks,

18. Feedback #1
Hi XX,
I know you get tons of emails everyday from vendors trying to get time on your
already busy schedule. I understand how frustrating that is so I will be brief.
In researching XXXXXX, I discovered:
1) You are concerned about XXXX
2) XXX is a priority this next year
3) You are responsible for XXXX
ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns].
If this worth 15 minutes of your time, happy to offer you some time on my calendar.
What do you think of this framework? Thoughts, concerns, suggestions?
Thanks,
Make intro more
compelling &
personalize to
prospect

19. Feedback #2
Hi XX,
I know you get tons of emails everyday from vendors trying to get time on your
already busy schedule. I understand how frustrating that is so I will be brief.
In researching XXXXXX, I discovered:
1) You are concerned about XXXX
2) XXX is a priority this next year
3) You are responsible for XXXX
ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns].
If this worth 15 minutes of your time, happy to offer you some time on my calendar.
What do you think of this framework? Thoughts, concerns, suggestions?
Thanks,
Bullets & lists feel
impersonal and like “mass
marketing. “
Focus on one idea/benefit
and flesh it out.

20. Feedback #3
Hi XX,
I know you get tons of emails everyday from vendors trying to get time on your
already busy schedule. I understand how frustrating that is so I will be brief.
In researching XXXXXX, I discovered:
1) You are concerned about XXXX
2) XXX is a priority this next year
3) You are responsible for XXXX
ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns].
If this worth 15 minutes of your time, happy to offer you some time on my calendar.
What do you think of this framework? Thoughts, concerns, suggestions?
Thanks,
Be more specific about the
benefits you drive in your social
proof.
Paint a picture or give numbers.

21. Feedback #4
Hi XX,
I know you get tons of emails everyday from vendors trying to get time on your
already busy schedule. I understand how frustrating that is so I will be brief.
In researching XXXXXX, I discovered:
1) You are concerned about XXXX
2) XXX is a priority this next year
3) You are responsible for XXXX
ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns].
If this worth 15 minutes of your time, happy to offer you some time on my calendar.
What do you think of this framework? Thoughts, concerns, suggestions?
Thanks,
Make CTA stronger and include
a specific incentive to get the
prospect to respond to you.
Why should they want to take a
call?

22. How to turn personalized one-off
Emails into “mass email templates”

23. “One-on-One” Personal
Cold Email Example
SUBJECT: John, loved your post on Hacker News + idea
Hey John,
I loved your post on Hacker News about sales automation. Very insightful, thanks
for writing it.
I was wondering, what ACME is doing to personalize it’s cold email templates at
scale.
I have a suggestion for ACME that I think can 3x your response rates from qualified
leads. This same concept added millions of dollars of revenue to companies like
Indinero, Kissmetrics and Bluenose Analytics.
When do you have 15 minutes so I can tell you my idea?

24. And Voila, it’s a mass
email template now!
SUBJECT: {!first}, loved your post on [topic/site] + idea
Hey {!first},
I loved your post on [topic/site]. Very insightful, thanks for writing it.
I was wondering, what {!Company} is doing to personalize it’s cold email templates
at scale.
I have a suggestion for {!Company} that I think can 3x your response rates from
qualified leads. This same concept added millions of dollars of revenue to
companies like Indinero, Kissmetrics and Bluenose Analytics.
When do you have 15 minutes so I can tell you my idea?

25. Want to learn more about how to
write powerful cold emails that kick butt?
Go Download our free Cold Email Guides at
bit.ly/salesportland.
Heather R Morgan|@HeatherReyhan |heather@salesfolk.com