Getting Into the IT Decision Makers Inbox
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This document provides tips for crafting effective cold emails to IT decision makers. It discusses objectives like escaping spam filters and navigating gatekeepers. Key recommendations include using an informal salutation, highlighting relevant content in short sentences, including bullet points, keeping the email under 175 words, and requesting a concrete response like setting up a call. Follow-up is important, such as emailing again or leaving a voicemail. The document also covers compliance with CAN-SPAM regulations and best practices for subject lines, timing of emails, and use of internal referrals to improve response rates.
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Getting Into the IT Decision Makers Inbox
- 1. Henry Schuck Co-Founder & CEO @HenryLSchuck Getting Into The IT Decision Maker’s Inbox DiscoverOrg www.discoverorg.com 2011, 2012, 2013
- 2. 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
- 3. 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 www.discoverorg.com
- 4. 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 www.discoverorg.com
- 5. 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 www.discoverorg.com Pro Tip: Run Your Email Through a SPAM Score
- 7. Common Themes in Deleted Emails Sending emails around long weekends “Salesy” sounding emails Generic “firebomb” content www.discoverorg.com
- 8. 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. www.discoverorg.com
- 10. 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 www.discoverorg.com
- 11. 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. www.discoverorg.com
- 12. 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. www.discoverorg.com
- 13. What Not To Do www.discoverorg.com
- 14. The Email Structure: The “Bones” Informal Salutation Short Sentences Multiple Breaks Bullet/key points 175 words or less. Keep it above the fold. www.discoverorg.com
- 15. The Action: “Next Course” Encourage Action! Create Sense of Urgency Give Offer Concrete Response Request www.discoverorg.com
- 16. Offer Examples Good Discount Demo request Trial Download Bad For more information… To learn more…. www.discoverorg.com
- 17. 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… www.discoverorg.com
- 18. Mail Merge – Big Picture • Linking Fields in Excel to Emails www.discoverorg.com
- 19. Target Your Audience, Tailor your Message with DiscoverOrg www.discoverorg.com Pro Tip: Watch a full-length tutorial on creating a mail merge using Word 2007 and DiscoverOrg here
- 20. 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.?” www.discoverorg.com
- 21. 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 www.discoverorg.com
- 22. 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 www.discoverorg.com