COLD EMAIL BESTPRACTICES THAT JUST

PLAIN WORK

GENERAL RULES

It doesn't make sense to send sales emails toCEOs of 500+ companies, decision makers that

handle operations are a step below.

In a company with 1-50 employees, 9 out of 10times the CEO makes all the decisions.

Even the best-written cold email, but sent to thewrong person won’t produce any results.

THIS IS A GAME OFNUMBERS

Measure the performance (open rates, response rates,conversions) of cold email campaigns and iterate (try

different subject lines, value propositions, etc.) looking forchanges that improve stats.

You're aiming to achieve a scale of outreach where yousend a # of emails per period of time, which generate asmany responses (leads) as your sales reps can handle.

For example: you send 200 emails to your target group andget 60 responses. From those, 30 are qualified

opportunities, 15 agree to a call and 4 convert to customers.

200 60 30 15 4

Persistence, regular outreach and a well-organisedprocess are keys to achieving results.

PERSONALIZE EMAILS

Startup teams speak a language of sarcasm, jokesand memes, so you can be laid-back.

CEO’s and board members from old-school industries?

Not so much, tone it down, keep it official.

There are many small differences in what kind ofemails appeal the most to specialists in specific

markets.

For example: Scandinavian business-people like longemails. Even though the general rule is to write short& sweet emails, if the clients enjoy long essays - give

them long essays.

Dear Lorem Ipsum,

Vivamus molestie consequat libero, quis sagittis nisl suscipit et. Sed malesuada nisl ac risusposuere tristique. Aliquam efficitur commodo dolor, et tempus sapien efficitur sit amet. Sedconsequat ultrices lorem vel egestas. Vivamus laoreet sed magna eu suscipit. Class aptent tacitisociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin vel lectus augue.

Proin interdum ante vel mi tincidunt, et viverra orci fringilla. Proin fringilla nisi et convallis lacinia.

Nunc at nulla ornare, accumsan risus sed, porttitor leo. Integer eget pulvinar augue. Vestibulum sitamet finibus enim. Pellentesque vitae erat ac tortor luctus tempor quis quis tortor. Ut egestaspharetra velit, a ullamcorper ipsum auctor quis.

Don't be afraid to break the rules and try writingsomething different on a hunch - you have to test and

measure until you find the things that work andgenerate a good email response-rate.

MAKE IT CONTEXTUAL,NOT GENERAL

One of the best converting emails we've sent was mainlya congratulation to CEO's of Deloitte Fast 50 companies.

4 of them (out of 50!) became our customers.

Don't use newsletter-style images and special textformatting. You're building a relationship with personal

messages, not advertising a discount on khakis.

{{first name}}

I don't mean to interrupt, but I think you might be interested inredesigns of your existing products to improve your sales performance.

We've done many projects like this for companies very similar to yours- like {company1} and {company2} - click the links to check how itwent.

I'd really appreciate you telling me what you think about this. Could youfind 15 minutes on Monday for a Skype call?

FOLLOW-UP

It can take 1 email or 10 emails to get someone's attention.

It's only getting harder because everyone is swamped withinformation, notifications, emails, offers, etc.

You have to follow-up a lot with additional value to getsomeone's attention.

You will definitely get negative answers when you'resending a lot of follow-ups. If it's a tiny percentage of

responses - carry on.

NO!

If it's becoming a bigger problem, you need to revise yourstrategy - are you targeting a good group? Are your emailsshort, concise and offer the biggest value from a client

point-of-view?

HOW TO WRITEPOWERFUL COLD EMAIL

S U B J E C T L I N E

S H O R T

N O F A L S EP R O M I S E S

O N E H I G H L I G H TO F T H E V A L U EY O U P R O V I D E

CRM with Twitter integrationfor {company}

C O R E M E S S A G ES I M P L E

G R E E T I N G

T H E Y H A V E G R E A TC O M P A N Y , Y O UW O U L D L I K E T OT A L K A B O U T AS P E C I F I C P A I N ,

B E C A U S E Y O U H A V EA S O L U T I O N

Hi John,

I'm going to be direct, I found {{company}} onTwitter and noticed your profile is very popular.You must be wondering how to convert followersinto leads and {my_company} can help you do it.

C A L L T O A C T I O NS T R O N G L Y

I N D I C A T E T H A TY O U W A N T

Y O U R N E X T S T E PT O B E A

C A L L / M E E T I N G

D E F I N E H O W Y O UW O U L D L I K E T OC O N N E C T N E X T

T I M E

Do you have 15 minutes this week so wecould discuss your needs on Skype?

ORGANISE COLDEMAIL OUTREACH

*DIY - ideally you would have a team of SDRs (Sales Development Representatives)

- Research and gather the data.

- Create and send emails.

In some cases - handle initial responses and set up a call(in other cases SDRs immediately hand over responses to

Sales Reps, for them to qualify and work the lead)

Learn about setting up an SDR team for the first time

Your new clients are our goal!

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