christian schnnemann

The Magic Behind A Successful Email Outreach Campaign

Christian Schneemann

Who is this kid who shoots at you?

Christian Schneemann6 years

What my talk is about...

B2B companies that want to grow (internationally)

Who it is interesting for:

Brand Awareness

and

Meetings

How it will help you?

1. Results (R)

2. Why I failed (F)

3. How 5 magic tricks lead to success (M)

4. Summary of the complete email thread (S)

My journey

Results

Leads 250 -> Replies 170 -> Meetings 31

Conversion 68% Conversion 18%

* eRetail Europe 2016 outreach Jan-Feb-Mar

(R)

50% - 70%average response rate

(R)

How did we get there?

(F)

Top 5 Tech News Sites

in the World

Monthly6.6m Unique Visitors

17m Page Views

“Results cannot be managed,

however we can manage the activities

which should lead to the desired results”

(F)

Result after 1 year

(F)

Boris sacked me

(F)

1. Phone numbers2. Receptionists3. Time zones

Why I failed(F)

International Sales Manager @ Emerce

A new chapter (S)

A new chapter: International Sales Manager @ Emerce(S)

Results

Companies : 1,124Replies : 685Meetings : 127Customers : 21

* After 12 Months

(S)

# 1(M)

It promised

40% of meetings are scheduled because of the 1st email

25% of meetings are scheduled because of the 2nd email

15% of meetings are scheduled because of the 3rd email

(M)

The 4th email will get anyone to respond if they haven’t already

(M)

The content of the Cold Email Template:

(M)

(M)Subject: Appropriate person

I am writing in hopes of finding the appropriate person who handles multicultural media? I also wrote to Person x, Person Y and Person Z in that pursuit. If it makes sense to talk, let me know how your calendar looks?

VoodooVox helps increase the revenues of Fortune 500 companies by marketing to Hispanics. Each month we reach 25 million Spanish speakers with an audio message they must hear. We insert 30 second audio and SMS advertisements into phone calls made on calling cards. The benefit to users is they make their call free. The benefit for our clients is they can increase store revenue by providing text message coupons. Typical redemption is 3%. You can measure results online and with store sales. Advertisements can target specific ethnic groups and geographies. Some clients include Burger King, P&G and Chili’s.

If you are the appropriate person to speak with, what does your calendar look like? If not , who do you recommend I talk to?

Thanks,

Signature Name Title Company Number Address

“Appropriate person”

(M)

Subject: Appropriate person




Thanks,


“I am writing in hopes of finding the appropriate person who handles (...role...)?”

(M)





Thanks,


“I also wrote to [person x], [person y] and [person z] in that pursuit.”

(M)





Thanks,


If it makes sense to talk, let me know how your calendar looks?

(M)





Thanks,


If it makes sense to talk, let me know how your calendar looks?

Two points on testing word choice.1. Don’t use meet. Use talk instead. 2. Don’t use schedule.

(M)

- 30,000-foot level. - Remember it’s about the reader.

Your iPhone Pitch(M)

Questions you need to answer in your elevator pitch:- What?- How?- What pain person & company?- What are the problems?


If they can’t make an easy choice and respond from their iPhone,

you need to rework your email.

Your iPhone Pitch - Note(M)

Questions you need to answer in your elevator pitch:- What can you do for them?- How does what you have work?- What pain do you solve for the person you want to meet?- What pain do you solve for the company?- What are the problems you have helped other clients solve?


On October 5th we are holding for the 4th time eRetail Europe Conference in Amsterdam.

It's the European get-together for the largest 500 brands in the retail industry on e-commerce strategy.

(M)

“Some clients include Company A, Company B and Company C.”

(M)





Thanks,


“If you are the appropriate person to speak with, what does your calendar look like?”

(M)





Thanks,


If not, who do you recommend I talk to?

(M)





Thanks,


- Don’t write only one person. - Don’t cc.- Don’t attach.- Don’t include links- Don’t use the word schedule or meeting

Don’ts(M)

“Christian,Thanks for reaching out. Sounds interesting. Bill Smith is the right person to talk to.”

OR

“Talk to Bill Smith.”

What typically happens after the email is sent?(M)

Email the target to schedule your meeting.

a. Forward the referral email b. Change Fwd: Appropriate person” to “Re: Appropriate person”c. Write:

Schedule your meeting(M)

“Bill, (... insert referral name) thought it would make sense for us to talk. If so, let me know how your calendar looks.”

Include your email signature.

Schedule your meeting(M)

Email the referral a thank you.

a. Thank them for the referralb. Tell them after your meeting you will report back.c. Report back after the meeting.

Write A Thank You(M)

1. Wait one week.2. Hit “Reply all” to your original email

3. Write:

What if there is no response?(M)

“Hi (Name), I never heard back from anyone last week. If it makes sense to talk let me know how your calendar looks. If not, who is the appropriate person?

Thanks, (signature)”


4. A boss will responds MEETING SET.

5. Still NO RESPONSE to the 2nd EMAIL? Wait a week and repeat with exactly the same text.


The Don’ts for your Second Email(M)

Email thread based on the ColdEmailTemplate 1.0 Week 1: Appropriate person

Week 2: Follow up 1 (I never heard back)


Week 4: etc.

(M)

Hi [Name],

I hate sending annoying emails as much as you probably hate reading them but I wouldn't be doing my job if I didn't follow up to see where we stand.

Is there a better time for me to reach back out so I can put what we can do for you in a better context?

Thanks in advance!Christian

End the thread with this email(M)

Email thread 1.1Week 1: Appropriate person



Week 4: Follow up 3 (I hate sending annoying emails)

(M)

# 2(M)

Bcc: Email CRM system

Subject: Appropriate person {{Company name}}

Hi {{Firstname}},

I am writing in hopes of finding the appropriate person who handles marketing? I also wrote to {{First 2}} {{Last 2}}, {{First 3}} {{Last 3}} and {{First 4}} {{Last 4}} in that pursuit. If it makes sense to talk, let me know how your calendar looks?Etc.

Draft email for Mail Merge(M)

# 3(M)

The tools we use

(M)

Tools(M)

Tools(M)

Rebump sends friendly follow-up messages to your email recipients for you. These automated emails are customized to appear as if you sent the email yourself.

# 4(M)

Responses I got

(M)

(M)

Martin Stockfleth Larsen

Chief Marketing Officer

On Mon, Dec 14, 2015 at 2:08 PM, Martin Stockfleth Larsen <@adform.com> wrote:

Hi Christian,

This is for sure the best follow up email i seen, great with a bit of humor.

I am finally getting to a point where i can start to look at the new year. It would be great if you could share the event calendar for 2016 including all details. I will then have a look and come back to you the first week of January.

Look forward to hear from you

Best RegardsMartin

(M)

From: Steven Boone <bloomreach.com> - Date: 10 February 2016 at 17:17Subject: Re: Appropriate person Bloomreach

You got my attention, now please stop emailing me.

(M)

# 5(M)

Diana Niculae-Grigorescu

Business Development Manager

Further evolution(M)

Running in circles (1)Hi [Name],

I’ve reached out to you a few times hoping to talk about COMPANY and Emerce, but I haven’t heard back.

Neither of us want to be running in circles — if PRODUCT isn’t interesting to you or your team,

then I’d love to know so I won't waste your time anymore.

(M)

Running in circles (2)Do you relate to any of the following?:

- I’m interested but haven’t had the chance to reply.

- I checked out PRODUCT but it’s not a fit for my team at this time.

- The timing is off, perhaps we can reconnect in the future.

Thanks for your time,

Christian

(M)

“Permission to close your file?”

(M)

Subject: Permission to close your file

Hi [name],I’m writing to follow up on my email. We are in the process of closing files for the month.Typically when I haven’t heard back from someone it means they are either really busy or aren’t interested.

If you aren’t interested do I have your permission to close your file?

If you are still interested, what do you recommend as a next step?

Thanks for your help.

(M)

Hi [name],

I’m writing to follow up on my email. We are in the process of closing files for the month.






(M)

Typically when I haven’t heard back from someone it means they are either really busy or aren’t interested.







(M)








The Complete Email Thread 1.4

(S)

Follow up sequence 1.4

Week 1: appropriate person

Week 2: follow up 1 (I never heard back)

Week 3: follow up 2 (I never heard back)

Week 4: follow up 3 (I hate sending annoying emails)

Week 5: funny follow up

Week 5-6: running in circles

Week 6: exit mail

(S)

Weekly

ORFollow up sequence(S)


Day 1: appropriate person

Day 3: follow up 1 (I never heard back)

Day 7: follow up 2 (I never heard back)

Day 14 follow up 3 (I hate sending annoying emails)

Day 21: funny follow up

Day 28 running in circles

Day 35: exit mail

(S)


(S)

Follow up sequence 2.0 (1)Day 1: First email

Day 2: Follow up (emails fall through the cracks)

Day 3: Linkedin invite

Day 5: Share after movie 2015

Day 8: Follow up (I never heard back + this is what our sponsors say: quote sponsor)

Day 10: Follow up with speakers

(S)

Follow up sequence 2.0 (2)Day 16: Follow up (I am still interested to receive your response WINK)

Day 21: Follow up (I don’t want to keep bugging you)

Day 28: Follow up (funny follow up - cookie monster)

Day 35 Follow up (we have experienced..)

Day 42: Follow up (running in circles)

Day 49: Follow up (I thought I’d give it another run to the top of your inbox, typically when I haven’t heard back from someone I should get discouraged)

Day 56: Follow up (exit mail (permission to close file))

(S)

Many thanks to:Diana Niculae-Grigorescu,

BreakthroughEmail, Saleshacker.com, Hubspot blog, Close.io blog, PersistIQ blog, PredictableRevenue.com

and

YOU

(S)

Questions, Help or this Presentation?

Connect with me on

.

and drop me a line!

https://nl.linkedin.com/in/chrisschneemann