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Mass Email Marketing Doesn't Work: Modern Prospecting Emails That Do, Inside

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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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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. www.getsidekick.com We used to mass email our leads three times a week.
  3. 3. www.getsidekick.com This generated enough appointments to consistently fill the top of my pipeline.
  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 Or the assumption the prospect has a horrible website. Maybe it was the generic opening.
  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 Or the assumption the prospect has a horrible website. Maybe it was the generic opening. Or putting all the work on the prospect to find a time to chat.
  11. 11. www.getsidekick.com These minor personalization techniques left my emails unopened.
  12. 12. www.getsidekick.com These minor personalization techniques left my emails unopened. Click to try the free tool I use to see who isn’t opening my emails.
  13. 13. www.getsidekick.com It was time to personalize prospecting emails.
  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. Hi 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. Hi 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 be a good time to walk through your site? Let me know what works best. John Would you be able to talk at 2 PM Wednesday? Still didn’t work. Would you be able to talk at 2 PM Wednesday?
  18. 18. www.getsidekick.com “Personalized” mass email marketing didn’t work either.
  19. 19. YET, For the past few decades ... we’ve all been responding to these emails.
  20. 20. www.getsidekick.com And now we don’t want to.
  21. 21. www.getsidekick.com And now we don’t want to. x  “Personalized” with a first name isn’t enough.
  22. 22. 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 enough.
  23. 23. 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 enough. x  Any one-word adjustment to an email is not enough.
  24. 24. www.getsidekick.com Prospects don’t want personalized, they want tailored.
  25. 25. www.getsidekick.com Prospects don’t want personalized, they want focused.
  26. 26. www.getsidekick.com Prospects don’t want personalized, they want value.
  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. www.getsidekick.com Now we don’t have to robotically send mass emails.
  37. 37. www.getsidekick.com And we’re not just filling the top of our pipelines. $$$
  38. 38. www.getsidekick.com And we’re not just filling the top of our pipelines. We’re moving people through it. $$$
  39. 39. www.getsidekick.com So, start sending and tracking valuable prospecting emails to see what works best for you.
  40. 40. www.getsidekick.com 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. Click to use for free today. Sidekick can help you see what works.
  41. 41. www.getsidekick.com Anum Hussain GROWTH MARKETER, SIDEKICK BY HUBSPOT @anum John Sherer SENIOR SALES REP HUBSPOT @JohnSherer

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