The good and Bad of Email Marketing

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A detailed analysis of how emails can go wrong and the best way to write them...

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The good and Bad of Email Marketing

  1. 1. The good and Bad of Email Prospecting - Rahul Yashaswi
  2. 2. Table Of Contents What is prospecting Email Prospecting How to be effective The Good; The Bad; The Deleted 2Confidential
  3. 3. Prospecting involves identifying and qualifying potential customers 3Confidential
  4. 4. Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing 4Confidential
  5. 5. 5 • Some would say “ There is no formula for the perfect email – Authentic and honest messaging works” • Others Say “Email is easy…if you want it to be. Simplify before you get complicated” • A Marketer says “Treat your email program like the movies – give a preview so they know what to expect --- And want for more” THIS IS WHAT WE DO ----
  6. 6. “I'm Jane Kerry, the new account executive for Super Stuff. I'm writing to introduce you to our company and see if you have any needs for our offering …" DELETE “Dear Project Manager …." DELETE "Pat, Hope you're doing well. Just wanted to connect with you and explore common synergies between your company and mine …" DELETE "Good morning. My name is Terry. I would like to know if I could possibly send your company some promotional product options and quotes via email? …" DELETE “Jack, we specialize in offering a full range of …." DELETE, DELETE, DELETE 6Confidential
  7. 7. k Factors which matter How simple is it? In other words, does it require effort for me to quickly grasp the meaning or will it throw me into overload? Does this person bring value? Yes, they're making a decision about YOU personally. Not your company, service or solution. You! Is this aligned with my objectives? Unless what you say is clearly aligned, it's irrelevant and not worth even one more second of their valuable time. How big a priority is it? Urgent matters always take precedence over everything else. 7Confidential
  8. 8. Simple Complex iNvaluable Ordinary Aligned Irrelevant Priority Nicety Go Zone D Zone 8Confidential
  9. 9. Bad examples of subject lines 9 ● We Want Your Business ● Exciting announcement re: our new product launch! ● Company Update ● New Project ● Check out our end of the month pricing ● You popped up on my calendar ● Something Special – Just for You! ● How to increase your sales! Confidential
  10. 10. ● Sally Smith suggested I get in touch with you ● Quick question about next month’s conversion-rate goal ● Possible fix for falling click-through rates Jim mentioned ● Ideas for new client acquisition initiative ● Time-to-market question on your X-10(Product) rollout 10 examples of subject lines that will get read This shows that you are focused on what’s important to the prospect You are aligned with their objectives You’re addressing a priority Confidential
  11. 11. Share value proposition Bring them ideas Offer invaluable information Pique Curiosity 11 This the heart of the email…. Screw up here and your email is deleted before you can say bye… This is where you deliver the ‘WHY’ they should be talking to you 3 approaches to generate a higher level of interest: Confidential
  12. 12. Gracious Close 12 The whole purpose of your email is to start a conversation. So at the end you need to do that. Some Examples: "Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“ "After looking at that white paper, let's get together for 30 minutes to discuss how it relates to your business." Confidential
  13. 13. Signing Off 13 Some might call using ‘Sincerely’ or ‘Yours Truly’ as old fashioned and some others swear by it.. I would say that it call into question your credibility !!! We are writing a modern email letter: End it with Name (fname & Last) Company name, direct-line, website, and if you have created a good LinkedIn page, then include that as well…Just in case the recipient wants to check you out. Using a title is optional.. If you are called ‘Sales Rep’ or ‘Executive’ it becomes hard to position yourself as a peer, even if you are the most brilliant person in the world. So you can consider leaving it off. After all, what the recipient wants to know is if you can make a difference for them with your product / service. Confidential
  14. 14. 14 The Good, The Bad, and the Deleted Confidential
  15. 15. Gracious Close 15 The whole purpose of your email is to start a conversation. So at the end you need to do that. Some Examples: "Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“ "After looking at that white paper, let's get together for 30 minutes to discuss how it relates to your business." Confidential
  16. 16. Gracious Close 16 The whole purpose of your email is to start a conversation. So at the end you need to do that. Some Examples: "Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“ "After looking at that white paper, let's get together for 30 minutes to discuss how it relates to your business." Confidential
  17. 17. Gracious Close 17 The whole purpose of your email is to start a conversation. So at the end you need to do that. Some Examples: "Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“ "After looking at that white paper, let's get together for 30 minutes to discuss how it relates to your business." Confidential
  18. 18. If you have read something good about your prospect which either directly/indirectly effects your service like a capital funding etc then… 18Confidential
  19. 19. Thank You Confidential 12

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