This document provides tips for crafting effective emails to IT decision makers. It discusses using DiscoverOrg to target the right audience and personalize messages. Key recommendations include using an informal salutation, highlighting value, expressing gratitude, following up with emails and voicemails, and requesting internal referrals. It also covers best practices like structuring emails above the fold with bullet points, offering next steps, and complying with CAN-SPAM regulations. The overall goal is to start a dialogue, encourage responses, and get acceptance for offers through compelling subject lines and email bodies.

1. DiscoverDiscoverOrgOrg
Getting Into the IT
Decision Maker’s
Inbox Henry Schuck
Co-Founder & CEO
-@HenryLSchuck

2. DiscoverOrg at a Glance

3. The DiscoverOrg Difference
Every DiscoverOrg profile is personally verified every 90 days providing accurate:
 Decision maker org charts
 Direct dial phone numbers
 Verified email addresses
 Technology backgrounds
 Relevant personnel moves
 IT Projects and initiatives
 Revenue and IT Budget intelligence
 LinkedIn and CRM Integration
 Physical and HQ address locations
SLA Guaranteed Accuracy
Our data is guaranteed 95% accurate and is backed by our
Quality Assurance team with a 24 hour turn-around time
for any data verification requests.

4. 60% report that a Cold Call or Email has
bumped a new vendor into consideration
75% of IT Execs have taken an appointment
from a cold call or email
DiscoverOrg Study Jan. 2013 of 1,000 F5000 IT Mgrs, Dir, VPs

5. Using the Power of Email
Objectives of the presentation:
Helpful tips on escaping filters and navigating gatekeepers
Crafting the most effective Subject Line
Compelling Email Body
Being CAN-SPAM Compliant

6. Goals of a Lead Generation Piece
Recipient makes a decision about deleting your email in 2.7 seconds, plan
wisely!
Start a dialogue
Could be other interests, familiarity with product, etc.
Thought provoking questions to generate responses
Encourage a response
Get acceptance for offer
BIGGEST MISTAKE: Focusing on your product or service instead of the offer

7. Getting Stuck?
Remove these items to stay out of the spam filter
Graphically rich
Complex HTML Message
CAPITAL LETTERS
Promotional word(s) such as “free”
Symbols (!)
Attachments
Run your email through a SPAM Score

8. Image FAIL

9. Common Themes in Deleted Emails
Sending emails around long weekends
“Salesy” sounding emails
Generic “firebomb” content

10. Now’s Your Chance!
Key Readability Tips:
Use Arial 10pt - most readable size and font across Outlook and
mobile devices.
This is important considering 36% of DiscoverOrg emails are
opened on mobile devices.
Best Times to send email
Most emails are read between 8 and 9 am and 3 to 4 pm on
Tuesdays and Thursdays.
Prospects will be most engaged during these hours as well.

12. Crafting Your Subject Line
This is the most important part of your email!
People are busy but they are drawn by the subject line. You want to
make sure to cover these areas:
Create curiosity
Provide Utility
Subject Line Goals:
Tell prospect why you chose them.
Request for a specific action
Relevant to prospects wants and needs
How product can benefit them (mention pain-points)
Never more than 50 characters, not words.
Only 27 characters display on an iPhone Subject Line

13. Successful Subject Lines
“Can we talk March 12th
?”
“Connect with key IT Decision Makers”
“<Company Name> <Person’s Title or area> Information Security”
“Should we talk?” or “Can we set up a call?”
“<John> - Can I get 15 mins?”
“Following Up”
For emails after the initial email
“Widget Corp.”
Good since Widget Corp. is a competitor or the recipient or a company
that would otherwise be familiar to the person.
“John Smith”
If John Smith is a mutual contact or internal referral, or if it is someone at
the organization you’ve spoken to previously.

14. The Body:
The “Meat” of your Email
Show you’ve done your homework.
First Name (informal salutation)
Bold relevant content
Tell why you chose them
Give them Value.
Highlight Sphere of Influence
Express gratitude – A little thanks goes a long way.

15. What Not To Do

16. The Email Structure: The “Bones”
Informal Salutation
Short Sentences
Multiple Breaks
Bullet/key points
175 words or less.
Keep it above the fold.

17. The Action: “Next Course”

18. Offer Examples
Good
Discount
Demo request
Trial
Download
Bad
For more information…
To learn more….

19. Concrete Response
Don’t leave it up to the recipient to make the next step
Sense of Urgency:
“I will call you tomorrow at 3pm, let me know if that
works..”
The Close:
“I look forward to your reply (name)”
“I’ll give you a call on…(day)”
“I will be in your area on Friday…

20. Mail Merge – Big Picture
• Linking Fields in Excel to Emails

21. Target Your Audience, Tailor your
Message with DiscoverOrg
Pro Tip: Watch a full-length tutorial on creating a mail
merge using Word 2007 and DiscoverOrg here

22. The Follow-Up
What happens after sending? Wait it out?
NO! Execute the dynamic duo of Email and Voicemail.
Email again
Track your responses
Average of 300% increase on responses when sending
follow up emails.
Get an internal referral
• “John – Thanks for the response. Do you know who would be
charge of Storage at XYZ Corp.?”

23. Internal Referral
“Don’t sell to the CIO or VP level? Send them an email asking for
a referral” – Aaron Ross – Predictable Revenue
Subject: Can you point me in the right direction?
Email Body:
[First Name],
I'm sorry to trouble you. I know you’re the <Title> at <Company> and was
hoping you would be so kind as to tell me who is responsible for [insert your
biggest pain point here that resonates with your ideal customer; OR insert
function such as “Networking” or “Information Security”] and how I might
get in touch with them?
Thank You,
Henry

24. CAN-SPAM
CAN-SPAM does not prohibit the sending of unsolicited email for commercial
purposes – what it does require is that companies stop sending emails to
recipients who have indicated they want to “Opt-out.”
Be compliant
Don’t use false or misleading header information
Don’t use deceptive subject lines
Give your location to recipients
Give clear instructions on how to OPT-out, and honor requests promptly.
Pro Tip: Read the complete compliance standards CAN-SPAM

25. THANKTHANK