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COLD EMAIL BEST
PRACTICES THAT JUST
PLAIN WORK
GENERAL RULES
It doesn't make sense to send sales emails to
CEOs of 500+ companies, decision makers that
handle operations are a step be...
In a company with 1-50 employees, 9 out of 10
times the CEO makes all the decisions.
Even the best-written cold email, but sent to the
wrong person won’t produce any results.
THIS IS A GAME OF
NUMBERS
Measure the performance (open rates, response rates,
conversions) of cold email campaigns and iterate (try
different subje...
You're aiming to achieve a scale of outreach where you
send a # of emails per period of time, which generate as
many respo...
For example: you send 200 emails to your target group and
get 60 responses. From those, 30 are qualified
opportunities, 15...
Persistence, regular outreach and a well-organised
process are keys to achieving results.
PERSONALIZE EMAILS
Startup teams speak a language of sarcasm, jokes
and memes, so you can be laid-back.
CEO’s and board members from old-school industries?
Not so much, tone it down, keep it official.
There are many small differences in what kind of
emails appeal the most to specialists in specific
markets.
For example: Scandinavian business-people like long
emails. Even though the general rule is to write short
& sweet emails,...
Don't be afraid to break the rules and try writing
something different on a hunch - you have to test and
measure until you...
MAKE IT CONTEXTUAL,
NOT GENERAL
One of the best converting emails we've sent was mainly
a congratulation to CEO's of Deloitte Fast 50 companies.
4 of them...
Don't use newsletter-style images and special text
formatting. You're building a relationship with personal
messages, not ...
FOLLOW-UP
It can take 1 email or 10 emails to get someone's attention.
It's only getting harder because everyone is swamped with
information, notifications, emails, offers, etc.
You have to follow-up a lot with additional value to get
someone's attention.
You will definitely get negative answers when you're
sending a lot of follow-ups. If it's a tiny percentage of
responses -...
If it's becoming a bigger problem, you need to revise your
strategy - are you targeting a good group? Are your emails
shor...
HOW TO WRITE
POWERFUL COLD EMAIL
S U B J E C T L I N E
S H O R T
N O F A L S E
P R O M I S E S
O N E H I G H L I G H T
O F T H E V A L U E
Y O U P R O V I ...
C O R E M E S S A G E
S I M P L E
G R E E T I N G
T H E Y H A V E G R E A T
C O M P A N Y , Y O U
W O U L D L I K E T O
T ...
C A L L T O A C T I O N
S T R O N G L Y
I N D I C A T E T H A T
Y O U W A N T
Y O U R N E X T S T E P
T O B E A
C A L L / ...
ORGANISE COLD
EMAIL OUTREACH
*DIY - ideally you would have a team of SDRs (Sales Development Representatives)
- Research and gather the data.
- Create and send emails.
In some cases - handle initial responses and set up a call
(in o...
Learn about setting up an SDR team for the first time
Your new clients are our goal!
CONTACT:
GET FREE EBOOK
RIGHT NOW!
WHAT WE DO
Say hello to the right customers and close new deals
for your company. We deliver perfectly targeted leads
right to your i...
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Cold Email Best Practices That Just Plain Work

1,996 views

Published on

It takes work to write cold emails that people respond to. But it’s worth it when you start getting positive answers like „Hey, awesome email! Sure, let’s meet and talk more”.

It’s not easy to achieve that, that’s why I’m going to show you what makes cold emails powerful.

Published in: Marketing

Cold Email Best Practices That Just Plain Work

  1. 1. COLD EMAIL BEST PRACTICES THAT JUST PLAIN WORK
  2. 2. GENERAL RULES
  3. 3. It doesn't make sense to send sales emails to CEOs of 500+ companies, decision makers that handle operations are a step below.
  4. 4. In a company with 1-50 employees, 9 out of 10 times the CEO makes all the decisions.
  5. 5. Even the best-written cold email, but sent to the wrong person won’t produce any results.
  6. 6. THIS IS A GAME OF NUMBERS
  7. 7. Measure the performance (open rates, response rates, conversions) of cold email campaigns and iterate (try different subject lines, value propositions, etc.) looking for changes that improve stats.
  8. 8. You're aiming to achieve a scale of outreach where you send a # of emails per period of time, which generate as many responses (leads) as your sales reps can handle.
  9. 9. For example: you send 200 emails to your target group and get 60 responses. From those, 30 are qualified opportunities, 15 agree to a call and 4 convert to customers. 200 60 30 15 4
  10. 10. Persistence, regular outreach and a well-organised process are keys to achieving results.
  11. 11. PERSONALIZE EMAILS
  12. 12. Startup teams speak a language of sarcasm, jokes and memes, so you can be laid-back.
  13. 13. CEO’s and board members from old-school industries? Not so much, tone it down, keep it official.
  14. 14. There are many small differences in what kind of emails appeal the most to specialists in specific markets.
  15. 15. For example: Scandinavian business-people like long emails. Even though the general rule is to write short & sweet emails, if the clients enjoy long essays - give them long essays. Dear Lorem Ipsum, Vivamus molestie consequat libero, quis sagittis nisl suscipit et. Sed malesuada nisl ac risus posuere tristique. Aliquam efficitur commodo dolor, et tempus sapien efficitur sit amet. Sed consequat ultrices lorem vel egestas. Vivamus laoreet sed magna eu suscipit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin vel lectus augue. Proin interdum ante vel mi tincidunt, et viverra orci fringilla. Proin fringilla nisi et convallis lacinia. Nunc at nulla ornare, accumsan risus sed, porttitor leo. Integer eget pulvinar augue. Vestibulum sit amet finibus enim. Pellentesque vitae erat ac tortor luctus tempor quis quis tortor. Ut egestas pharetra velit, a ullamcorper ipsum auctor quis.
  16. 16. Don't be afraid to break the rules and try writing something different on a hunch - you have to test and measure until you find the things that work and generate a good email response-rate.
  17. 17. MAKE IT CONTEXTUAL, NOT GENERAL
  18. 18. One of the best converting emails we've sent was mainly a congratulation to CEO's of Deloitte Fast 50 companies. 4 of them (out of 50!) became our customers.
  19. 19. Don't use newsletter-style images and special text formatting. You're building a relationship with personal messages, not advertising a discount on khakis. {{first name}} I don't mean to interrupt, but I think you might be interested in redesigns of your existing products to improve your sales performance. We've done many projects like this for companies very similar to yours - like {company1} and {company2} - click the links to check how it went. I'd really appreciate you telling me what you think about this. Could you find 15 minutes on Monday for a Skype call?
  20. 20. FOLLOW-UP
  21. 21. It can take 1 email or 10 emails to get someone's attention.
  22. 22. It's only getting harder because everyone is swamped with information, notifications, emails, offers, etc.
  23. 23. You have to follow-up a lot with additional value to get someone's attention.
  24. 24. You will definitely get negative answers when you're sending a lot of follow-ups. If it's a tiny percentage of responses - carry on. NO!
  25. 25. If it's becoming a bigger problem, you need to revise your strategy - are you targeting a good group? Are your emails short, concise and offer the biggest value from a client point-of-view?
  26. 26. HOW TO WRITE POWERFUL COLD EMAIL
  27. 27. S U B J E C T L I N E S H O R T N O F A L S E P R O M I S E S O N E H I G H L I G H T O F T H E V A L U E Y O U P R O V I D E CRM with Twitter integration for {company}
  28. 28. C O R E M E S S A G E S I M P L E G R E E T I N G T H E Y H A V E G R E A T C O M P A N Y , Y O U W O U L D L I K E T O T A L K A B O U T A S P E C I F I C P A I N , B E C A U S E Y O U H A V E A S O L U T I O N Hi John, I'm going to be direct, I found {{company}} on Twitter and noticed your profile is very popular. You must be wondering how to convert followers into leads and {my_company} can help you do it.
  29. 29. C A L L T O A C T I O N S T R O N G L Y I N D I C A T E T H A T Y O U W A N T Y O U R N E X T S T E P T O B E A C A L L / M E E T I N G D E F I N E H O W Y O U W O U L D L I K E T O C O N N E C T N E X T T I M E Do you have 15 minutes this week so we could discuss your needs on Skype?
  30. 30. ORGANISE COLD EMAIL OUTREACH *DIY - ideally you would have a team of SDRs (Sales Development Representatives)
  31. 31. - Research and gather the data. - Create and send emails. In some cases - handle initial responses and set up a call (in other cases SDRs immediately hand over responses to Sales Reps, for them to qualify and work the lead)
  32. 32. Learn about setting up an SDR team for the first time Your new clients are our goal! CONTACT:
  33. 33. GET FREE EBOOK RIGHT NOW!
  34. 34. WHAT WE DO
  35. 35. Say hello to the right customers and close new deals for your company. We deliver perfectly targeted leads right to your inbox. Connect with decision makers from companies that are most likely to need your services or products. Pitch them with the support of an experienced marketer. Help them discover your product or service. Pick up the conversation - and close the deal. CONTACT US!

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