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Data.com Connect Presents: Josh Krafchin - How to Write Prospecting Emails that Get Meetings

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Data.com Connect Presents: Josh Krafchin - How to Write Prospecting Emails that Get Meetings

  1. 1. How to Write Prospecting Emails that Get Meetings Tips, tricks, and a/b test results
  2. 2. The Bottom Line 1. The fewer words the better 2. Replies are better than links 3. Sell the meeting, not the company 4. Bullet points are better than paragraphs 5. Personalization works
  3. 3. Subject Line A/B Test Subject Open rate CTR We’ve got to talk Take 20 minutes to talk conversion rates with us. It’s worth it. If you only chat with one marketing agency ... {Company} + Clever Zebo: Let’s Work Together
  4. 4. Subject Line A/B Test Subject Open rate CTR We’ve got to talk 42% 2% Take 20 minutes to talk conversion rates with us. It’s worth it. 76% 14% If you only chat with one marketing agency ... 73% 5% {Company} + Clever Zebo: Let’s Work Together 81.92% 17.44%
  5. 5. Body Copy Key Elements Hi {Name}, I'm writing because we like what your team at {Company} are up to and have some thoughts on how we can work together. Clever Zebo does online marketing strategy & hands-on conversion rate optimization, and we do it well. Very well. We set up a rigorous, fast-moving A/B testing plan and help companies build revenue quickly by optimizing the way customers find, experience and re-engage a business' website. What's it to you? Well, we're a boutique marketing optimization shop and have some extra capacity. We identified {Company} as a business we believe we can help significantly. Here's what I'm proposing: 1) A 20-minute call to look closely together at your conversion path -- how you attract customers to your website, compel them to buy and re-engage them. We ask questions, you help us understand what you've tested so far and where you're headed. 2) We present our findings and show you the weakest link(s) in your conversion path. We make recommendations. 3) If (and only if) you feel our recommendations offer a strong chance of improving conversion rates, we discuss what a pilot project looks like that would quickly demonstrate results. Everyone's time is valuable. Please only take us up on this if you'd consider hiring Clever Zebo, given our ideas and experience seem like they could mesh with your team. Any interest in setting up a conversation? Thanks, Jacob Accounts Ace, Clever Zebo P.S. Learn more about what levels of service are available here. Personalized greeting Forge a connection About us Sell the meeting, not the company Qualify (optional) Email marketing is about clicks. Email conversations are about replies.
  6. 6. Personalization ● Subject line (recommended) ● Greeting (must) ● Company mention in body (must) ● Prospect-specific detail (recommended)
  7. 7. Forge a Connection ● Immediately answer WHY you’re writing ● Compliment the prospect ● Demonstrate familiarity “I'm writing because we like what your team at {Company} are up to and have some thoughts on how we can work together.”
  8. 8. About Us ● Provide a simple link to your website (maybe) ● Be brief ● Focus on benefits “Clever Zebo does online marketing strategy & hands-on conversion rate optimization, and we do it well. Very well. We set up a rigorous, fast-moving A/B testing plan and help companies build revenue quickly by optimizing the way customers find, experience and re-engage a business' website.”
  9. 9. Sell the Meeting, Not the Company ● NO ONE is going to buy from a cold email alone ● It’s only useful as a way to set up the next step ● Explain why it’s worth the prospect’s time ● Be honest “1) A 20-minute call to look closely together at your conversion path -- how you attract customers to your website, compel them to buy and re-engage them. We ask questions, you help us understand what you've tested so far and where you're headed. 2) We present our findings and show you the weakest link(s) in your conversion path. We make recommendations. 3) If (and only if) you feel our recommendations offer a strong chance of improving conversion rates, we discuss what a pilot project looks like that would quickly demonstrate results.”
  10. 10. Qualify (Optional) ● Value your time and theirs ● Make it clear this is also a sales convo ● Set the precedent of direct communication “Everyone's time is valuable. Please only take us up on this if you'd consider hiring Clever Zebo, given our ideas and experience seem like they could mesh with your team.”
  11. 11. Email Conversations Are About Replies ● This ain’t email marketing ● People tend to mistrust links in emails (for good reason) ● This is a conversation with a human. Start and end it that way. “Any interest in setting up a conversation?”
  12. 12. Other Keys: ● Make sure your ad copy is tuned into a highly targeted list ● No typos! ● Test, test, test before pressing send ● It’s a numbers game ● Follow ups are important but be respectful
  13. 13. Post-webinar email optimization consult ● 5 webinar participants will receive a free post-webinar email optimization consult ● Let us know if you’re interested!
  14. 14. Contact Me ● Josh Krafchin ● @cleverzebo ● josh@cleverzebo.com

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