The document provides guidance on email prospecting best practices, including templates for different types of follow up emails, tips for writing effective subject lines and content focused on the prospect's needs and pain points rather than the seller, and strategies for obtaining email addresses and automating email communications. It emphasizes using a multi-touch email approach to gradually move prospects towards a meeting or sale over repeated polite communications focused on understanding and helping the prospect rather than pressuring them.

1. Chapter 18 – Email Prospecting

2. Email Dos and Don’ts
Building Your Email Messages
Sending Emails

3. Create Email Templates
Cold email templates
Cold call follow-up email templates
Voicemail follow-up email templates
Meeting follow-up email templates

4. • Get the prospect to read the email
• Get the prospect to reply
• Get the prospect to buy the product
• Minimizing how quickly the
prospect deletes the email
(Instant delete)
Our Natural Instinct Another Option
Complicated and Difficult Straightforward and Easier

5. Don’t motivate the instant delete

6. Understand the Prospect
Prospects are extremely busy
Get a lot of emails from salespeople
Humans care about their own stuff
Likely not in buying mode
Delete many messages without reading
(Instant Delete)

7. Use Brevity

8. Don’t Sound Like a Salesperson

9. Make it All About the Prospect
Don’t Make it All About You

10. Don’t Look Like a Mass Email

11. Initial Contact
Meeting
Presentation
Don’t Sell the Product, Sell the Meeting

12. Use a Multi-Touch Approach

13. Educate the Prospect

14. Don’t Be Apologetic
I am sorry to bother you.
I know you are busy.
I won’t take too much of your time.

15. Don’t question the
status of previously sent
emails
Did you see my last email?
Did you read my last email?
You never replied to my last email.
I never heard back from you on my last email.

16. Hi Michael,
Did you ever receive my email about the candidates we have?
If you’re not interested in finding candidates, then ignore this message and I will never reach
out to you again.
But if you’re currently looking for candidates, or will be in the future, we would love to help :)
Please let me know, thanks!
With gratitude and positivity,
XXX XXX
President, XXX Recruiting

17. Hi Michael,
I just wanted to see if you caught my last message? I know they can slip through the cracks
Looking forward to your response.
Best,
XXX XXX
Founder & CEO | XXX

18. Hey Michael,
Just wanted to touch base since I didn’t hear back from you. Did you get a chance to take a
look at my XXXX?
Would love to know your feedback.
Cheers,
XXX XXX
Communication Specialist | XXX

19. Hi Michael,
I have reached out to you the last few weeks with no reply. Respectfully, I am trying to
understand your outbound sales process. If you are not interested, or there is someone else
I should be speaking with...I would appreciate you letting me know.
I certainly don’t want to be of any annoyance.
Best,
XXX XXX
XXXXXX

20. Email Dos and Don’ts
Building Your Email Messages
Sending Emails

21. Product Selling
Company
Product
Features
Pricing
Goal: Closing sale

22. Hi Michael,
I am with Websites Redesigned 4 You and we provide:
• Website redesign
• Digital marketing
• Pay-Per-Click advertising
• Search engine optimization
Are you looking to redesign your website?
Let me know when you are available for a 20 to 30-minute meeting where we can discuss
how our services.
Best Regards,
XXX XXX
XXXXXX

23. Product Selling Consultative Selling
Company
Product
Features
Pricing
Goal: Closing sale
Benefits (Value)
Common Problems (Pain Points)
Questions Probing for Problems (Pain Questions)
Customer Examples (Name Drop)
Features, Differentiation, ROI, Bragging Points,
etc. (Product / Company)
Goal: Starting conversation
(close for next step)

24. Email Topics
Benefits (Value)
Common Problems (Pain)
Questions Probing for Problems (Pain Questions)
Customer Examples (Name Drop)
Differentiation (Product)
ROI (Product)
Impressive Company Facts

25. Email Subject Lines
Benefits (Value)
Common Problems (Pain)
Questions Probing for Problems (Pain Questions)
Customer Examples (Name Drop)
Differentiation (Product)
ROI (Product)
Impressive Company Facts

26. Cold Email – Value PointsSubject Line: [Value Point]
Hello [Contact First Name],
The reason for the email is that we help [Target Buyer Type] to:
• Value Point 1
• Value Point 2
• Value Point 3
I don't know if you want to improve those areas and that is why I am reaching out.
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have
helped other [Target Buyer Type] to [Value Point]?
Best Regards,
[Email Signature]

27. Cold Email – Pain PointsSubject Line: [Pain Point]
Hello [Contact First Name],
The reason for the email is that we help [Target Buyer Type] with the challenges of:
• Pain Point 1
• Pain Point 2
• Pain Point 3
I don't know if you are concerned about any of those areas and that is why I am reaching out.
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have
helped other [Target Buyer Type] to [Value Point]?
Best Regards,
[Email Signature]

28. Cold Email – Name DropSubject Line: [Technical or Business Improvement Realized]
Hello [Contact First Name],
The reason for the email is that we worked with [Customer Name] and helped them to [Technical
Improvement].
This ultimately led to them being able to [Business Improvement].
I don't know if we can help you in the same way and that is why I am reaching out.
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have
helped other [Target Buyer Type] to [Value Point]?
Best Regards,
[Email Signature]

29. Cold Email – Pain QuestionsSubject Line: [Pain Question]
Hello [Contact First Name],
I am trying to determine if we can help you in the same way that have helped our other clients. These are
some of the questions that I would ask you to figure that out:
• Pain Question 1
• Pain Question 2
• Pain Question 3
Do any of those connect with a challenge or interest that you have?
If so, let’s put a few minutes on the calendar to have a brief conversation.
Best Regards,
[Email Signature]

30. Cold Email – ProductSubject Line: [Product Name]
Hello [Contact First Name],
The reason for the email is that we provide [Product Name] and that includes:
• Feature 1
• Feature 2
• Feature 3
Some ways we differ from other options out there are:
• Differentiation 1
• Differentiation 2
• Differentiation 3
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other
[Target Buyer Type] to [Value Point]?
Best Regards,
[Email Signature]

31. Last Attempt Cold Email – Value PointsSubject Line: Checking In
Hello [Contact First Name],
I never heard back from you and I thought I would follow up with you one last time. The reason I am trying
to connect with you is that we help [Target Buyer Type] with:
• Value Point 1
• Value Point 2
• Value Point 3
If I don't hear back from you, I will assume you are not interested in those improvements or that you are the
not right person to speak with and I will close the file.
If I should be contacting someone else regarding this, any pointing in the right direction would be greatly
appreciated.
Best Regards,
[Email Signature]

32. Keep Me In Mind – ProductSubject Line: Keep us in mind - [Product Name or Area]
Hello [Contact First Name],
Since you are a [Target Buyer Type], you might need or purchase [Product Name or Area] from time-to-
time.
We provide [Product Name or Area], so please keep us in mind when you are ready to make a purchase or
change.
Some ways that we differ from your other options are:
• Differentiation 1
• Differentiation 2
• Differentiation 3
Let me know if you reach a point where you would like to schedule a brief call to discuss.
Best Regards,
[Email Signature]

33. Email Dos and Don’ts
Building Your Email Messages
Sending Emails

34. Using an Email Thread
Value Message
Email #1
Pain Message
Email #2
Delay
(1 or 2 weeks)
Name Drop
Message
Email #3
Delay
(1 or 2 weeks)
Qualify Message
Email #4
Delay
(1 or 2 weeks)
Product Message
Email #5
Delay
(1 or 2 weeks)
Last Attempt
Message
Email #6
Delay
(1 or 2 weeks)

35. Automate

36. Track Email Opens and Clicks

37. Lead Scoring

38. Email Scheduling

39. Getting Email Addresses
[First Name]_[Last Name]@websiteaddress.com
[First Name].[Last Name]@websiteaddress.com
[First Name]@websiteaddress.com
[Last Name]@websiteaddress.com
[First letter on first name][Last Name]@websiteaddress.com
[First Name][First letter of Last Name]@websiteaddress.com
[First Name][Last Name]@websiteaddress.com
[Last Name][First Name]@websiteaddress.com
[Last Name].[First Name]@websiteaddress.com
[Last Name]_[First Name]@websiteaddress.com
First Name]-[Last Name]@websiteaddress.com
[First letter on first name]-[Last Name]@websiteaddress.com
First Name]-[First letter of Last Name]@websiteaddress.com
[First letter on first name].[Last Name]@websiteaddress.com
First Name].[First letter of Last Name]@websiteaddress.com
[First letter on first name]_[Last Name]@websiteaddress.com
First Name]_[First letter of Last Name]@websiteaddress.com

40. Getting Email Addresses