The document provides tips for writing effective emails to generate leads. It discusses common problems like focusing too much on selling rather than solving problems. It recommends identifying target markets and using a personalized approach. The tips include preparing by researching prospects, crafting subject lines that create curiosity, opening with the prospect's name, asking questions aligned with their goals in the body, and keeping the signature simple. Writing emails that focus on the recipient and ask them to decide on the next steps can increase response rates.

1. Effective
Emailing
Enoch James
The SMarketers

2. What is the problem?
“Most buyers don’t know what they
need when you email them. Or they
do have a need but aren’t ready to
buy yet. Other buyers have not
assembled the decision-making
team, yet.”

3. Questions
We are using all the right techniques but we don’t generate leads from emails, where
are we going wrong?
Are we focusing on the wrong market and the wrong industry?
What can we do differently to posi>on ourselves as a market leader?
1
2
3

4. Where do you start?
3 Steps you must focus on
Identifying your target market
and prospects
Using a personalized approach
Finding new avenues to reach
out to them

5. 1st STEP -
Identifying your target market..
Review strengths and
capabilities and where
you can position
yourselves for other
industries and solutions
Previous project success
stories and similar or
related industries you
can reach out to.
Target markets and
territories

6. Crafting an email
strategy Create a
specific
solution
pitchUnderstand
industry
challenges
Keep it short
and Simple
with a call to
action

7. Have a clear focus
Personalized
Reach out
ResearchCategorizeIdentify
Reach out to your target
audience
through a personalized
approach
The way you approach a
CXO vs VP vs Manager
should be different.
Categorize your target
audience by industry,
organization, department,
title, areas of focus and
possible pain points within
those departments in that
industry
Use Google Search and
tools to research your
prospects before you reach
out to them, see what
they’ve done and where
you can establish the
connect. See if you have
common connections
Identify all the avenues within
your target industry you can
cater to, whether on web,
mobile, cloud, testing
etc..however have a strong
value proposition for each
approach.

8. Focus on the problem and solution
and value.. not selling
Can I position solutions
within our expertise that can
solve this problem?
Can the same
solution be used
for other
industries?
What value will the
customer derive from this
solution?
The Problem.
Questions to
ask yourself
Do I have something to
present if the client wants
to see an example of the
proposed solution?

9. What do they want?
Improve efficiency, improve
technology, reduce costs
CXOs Director
ManagerVP
Reduce costs, improve efficiency,
Strategic Growth
Identify areas of improvement,
solve problems, improve
productivity
Generate ideas, get work
done faster
25%
25%
25%
25%
Target

10. Keep Learning
Learn
Keep learning, make notes, make sure you know
everything about the industry you are going after.
Half knowledge never works!

11. Writing Emails That People Respond To

12. Here’s the 5 Step Formula..
1. Prep Your
Email
2. Subject
Lines
3. Opening
Line
4. Body Copy 5. Signature

13. Prep Your Email
1
Before you start writing, take 5 – 10
minutes to prepare with relevant
information

14. Start with a simple Google Search

15. See if they blog –
If so, what do they care enough
about to write about it?

16. Find their social presence –
Do they have an interesting
new post? Have any recent
updates?

17. Check company website –
Review the about us page or
management page.

18. But don’t let your newly
acquired bank of information
end your prep.

19. We actually need a reason
to reach out to someone.

20. Think: How are
you connected?
Do you have mutual
connections? Use them
in your introduction to
establish credibility.

21. Personalize:
Leverage lead
intelligence.
What pages did they
most recently view on
your site? Which search
terms drove them to
your business?

22. Once we establish context, we can
leverage that information to start a
personalized email conversation.
Context

23. Subject Lines.
2

24. First set a goal –
that’s not closing the deal.
Instead, focus on
getting a response.

25. Now, let’s use that context to
write our emails. Let’s start
with subject lines.

26. Mike, quick question for you.

27. [Mutual connection] recommended I get in touch.

28. Ideas for [thing that’s important to them].

29. Question about [recent trigger event].

30. Question about [a goal they have].

31. Thoughts about [title of their blog post].

32. Have you considered [thought / recommendation]?

33. Meanwhile, avoid this words in your
subject lines.
x Final
x Reminder
x Sale
x Tempting
x Specials
x Complimentary
x Help
x Donation
x Don’t
x Exciting
x Unique
x Discount
x Solution
x Partner
x State of the Art
Credit: Jill Konrath

34. Opening Line.
3

35. Now, let’s begin writing the
content inside your email.

36. How many emails
do you reply to
that begin with,
“My name is ...”
NAME

37. Start off by saying
something about
them, not you.

38. Mike,
I noticed you ...

39. Mike,
[Mutual connection] mentioned ...

40. Mike,
Saw that we both ...

41. Mike,
I loved your post on ...

42. Mike,
Congratulations on ...

43. Body Copy.
4

44. Your body copy should relay
your value by connecting you to
your prospect.

45. Avoid generic value
propositions like:
“We help web marketing firms increase their lead
generation by 400% and effortlessly prove ROI to
their clients.”

46. Instead, try asking a
great question that
aligns your research
with your prospect’s
goals.

47. How, if at all, would you like to improve your
strategy?

48. Is [benefit to them] a priority for you right now?

49. Do you have any unanswered questions about
[topic of learning]?

50. Are you after a lifestyle business, or world
domination?

51. Are you alone on this?

52. Has it always been this way?

53. Would it be nice, or does it have to happen?

54. What would you do if you were me?

55. Was this all your idea?

56. Signature.
5

57. Your email signature shouldn’t
be a distraction.

58. Instead, they should:
! Keep it short – aka no need to scroll up, down,
left, or right.
! Use plain, black and white text.
! Leave contact information and a link to view your
online profile of choice.

59. Put that all together, and you
have the sales email template
that crushes it for us.

60. Personalized subject line.
First name,
Opening line about the prospect ...
Question that aligns with the prospect’s goals.
Simple signature,

61. Writing Effective InMails

62. Why Most InMails Fail
Accidentally communicate
“me-me-me” to the recipient.
Ask for the meeting or call.
(this is a big mistake)
Using the word “I” too much
Are more than 3-4 sentences—
saying too much, too fast.

63. Do this right now:
REMOVE the “I”s

64. A common email template..
I noticed we have some groups in common, and I wanted to reach out to you personally. I am getting ready to launch
a fresh and an exciting new social media network “XXX” with a blogging 2.0 platform at it’s center, and I wanted to
extend an invitation to you to be a pioneer.
XXX.com will be the world’s first multi-dimensional/multi-topic blogging engine built for the mobile future. We have
out invented everyone and have built something compelling. You can find our competitive comparison chart at [link]
We would love for you to be part of our innovation and be among the first to establish a presence and benefit from
that advantage.
You can sign up for early access at:
www.XXX.com

65. WOW! So many I’s
I noticed we have some groups in common, and I wanted to reach out to you personally. I am getting ready to launch
a fresh and an exciting new social media network “XXX” with a blogging 2.0 platform at it’s center, and I wanted to
extend an invitation to you to be a pioneer.
XXX.com will be the world’s first multi-dimensional/multi-topic blogging engine built for the mobile future. We have
out invented everyone and have built something compelling. You can find our competitive comparison chart at [link]
We would love for you to be part of our innovation and be among the first to establish a presence and benefit from
that advantage.
You can sign up for early access at:
www.XXX.com
Talks to much about the sender and takes too long to get to the point

66. What you can write instead
“Want to be seen as a pioneer by your target market, Jeff? Please accept this private invita>on to consider
joining the world’s first blog of its kind. I read your ar>cle on blogging to generate B2B leads. You are
clearly a leader in this area. Please let me know what you decide?
Thanks for considering,
Enoch”
• Taking the focus off of you and placing it on the other side (no>ce the saluta>on and
close uses the buyer’s name).
• Asking for a decision to be made.
• Crea>ng interest in what your next steps might be by not saying too much too fast.

67. Why & how it works
• It forces the recipient to understand—not responding comes at the cost of not
knowing.
• Don’t forget this element in your LinkedIn InMail template! If you overlook it, you are
literally telling the prospect “ignoring me costs you nothing.”
• By using this technique you’re sparking a recipient’s curiosity AND exposing a cost—
that of never knowing—if they ignore you!
• Saying, “when I hear from you I will…” shows the prospect you’re willing to invest in
them, right now. It’s a promise and everyone like’s promises.

68. SUBJECT LINE TIP:
My best, most effective subject line remains, “Let’s decide.” Why? Because it makes the
recipient wonder “decide on what?” (creates curiosity) and suggests “this is an
ACTION-oriented email.”

69. Ask them to decide (in a way they want
to act on)
Your recipient is like you: selfish. We all are. It’s human nature. When people show up in
our inbox we say to ourselves:
• “Who is this? (is it spam)
• What do they want?
• How long will this take?”
Make it crystal clear. But ask for the response in a way that
makes it clear—“I’m in tune with your world.”

70. The approach to sales is changing every day, your target audience and customers are more
informed than ever before, the over 2million articles submitted to the web, there is an
ocean of information. How you get found, using the right approach and focus on solving
specific problems is what will help you move forward.
The sky is the limit

71. Thank You!
www.thesmarketers.com
info@thesmarketers.com
twitter.com/thesmarketers
facebook.com/thesmarketers