effective emails that give a response every time
TRANSCRIPT
Effective Emailing
Enoch James
The SMarketers
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.”
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
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
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
Crafting an email strategy Create a
specific solution
pitchUnderstand industry
challenges
Keep it short and Simple
with a call to action
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.
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?
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
Keep Learning
Learn
Keep learning, make notes, make sure you know everything about the industry you are going after.
Half knowledge never works!
Writing Emails That People Respond To
Here’s the 5 Step Formula..
1. Prep Your Email
2. Subject Lines
3. Opening Line
4. Body Copy 5. Signature
Prep Your Email1Before you start writing, take 5 – 10 minutes to prepare with relevant information
Start with a simple Google Search
See if they blog – If so, what do they care enough
about to write about it?
Find their social presence – Do they have an interesting new post? Have any recent
updates?
Check company website – Review the about us page or
management page.
But don’t let your newly acquired bank of information
end your prep.
We actually need a reason to reach out to someone.
Think: How are you connected?
Do you have mutual connections? Use them in your introduction to establish credibility.
Personalize: Leverage lead intelligence.
What pages did they
most recently view on your site? Which search
terms drove them to your business?
Once we establish context, we can leverage that information to start a personalized email conversation.
Context
Subject Lines. 2
First set a goal – that’s not closing the deal.
Instead, focus on getting a response.
Now, let’s use that context to write our emails. Let’s start with subject lines.
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
Opening Line. 3
Now, let’s begin writing the content inside your email.
How many emails do you reply to that begin with, “My name is ...”
NAME!
Start off by saying something about
them, not you.
Body Copy. 4
Your body copy should relay your value by connecting you to your prospect.
Avoid generic value propositions like:
!“We help web marketing firms increase their lead generation by 400% and effortlessly prove ROI to their clients.”
Instead, try asking a great question that aligns your research
with your prospect’s goals.
Signature. 5
Your email signature shouldn’t be a distraction.
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.
Put that all together, and you have the sales email template that crushes it for us.
Personalized subject line.
First name,
Opening line about the prospect ... Question that aligns with the prospect’s goals. Simple signature,
Writing Effective InMails
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 muchAre more than 3-4 sentences—
saying too much, too fast.
Do this right now:
REMOVE the “I”s
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
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
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.
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.
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.”
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.”
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
Thank You!
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