The art and science of a successful cold email strategy

The Art & Science of a Successful Cold Email Strategy

Today’s Presenters

SAM LABERDirector of Marketing

JOEL FELCHERSales Development Manager

#ColdEmailTips

What We’ll Cover

THE SCIENCE Sending times, campaign length, subject lines

Subject lines, storytelling, prioritization

Best practice email templates, SDR playbook

THE ART

THE DEALS

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THE SCIENCESending times, campaign length,

subject lines

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What We’ll Cover

WHOM Recipients

Subject line

Emails to send

WHAT

HOW MANY

WHEN Email send time

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Number of Recipients MattersObserve what happens when an email is sent to two recipients

Open Rate

Reply Rate

Send to one and copy another

83.7% 61.2%

Send to two recipients 70.2% 49.3%

Tip: When sending emails to two recipients, send to one and copy another

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Subject Lines MatterHow to organize your subject line to

improve open rate and reply rate

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How does subject length effect open and reply rate?

Company A Company B

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Subject Line Keyword Analysis

Open Rate

Rep

ly R

ate

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How to schedule a meeting? Subject line keyword analysis reveals the best words to use!

Open Rate

Rep

ly R

ate

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Best practices:

1. Identify the top performing templates.

2. Understand why they worked well.

3. Share the good templates.

Rep

ly R

ate

Open Rate

*color coded by companies.

How can we use templates more effectively?

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Total Emails to SendShould I keep sending if I haven’t heard back from my recipients after (that many) emails?

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How many emails should I send to get the first reply?

% Replied on THIS email

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How many emails are you sending?However, 57% of sales email

chain stopped at the first one…Your chance of receiving a

reply on THIS email is...

Tip: Keep on emailing since you have not emailed enough

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How soon do we expect our emails to be opened or replied?

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Time to Send EmailsWhat is the best time in a typical working

day to send your emails?

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You are doing it wrongImprove your quick replies by sending emails very early in the

morning or later in the afternoon

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Mobile vs. Desktop Behavior

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THE ARTSubject lines, storytelling, prioritization

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Subject Lines Are Like Handshakes

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Wet Fish

• “Get more leads”• “Business opportunity”• “Meeting request”

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Wet Fish


Bone Crusher

• “Increase revenue 200% in 2 months”

• “Last chance to win dozens of deals”

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Wet Fish


Bone Crusher

• “Increase revenue 200% in 2 months”

• “Last chance to win dozens of deals”

Spit Shake

• “RE: meeting”• “URGENT – action

required”• “Quick question”

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Prospects Think Like Google

Search Rank Factors(Google)

Email Reply Factors(Prospect)

Is this domain reputable?

Does the title match the search?

Does the content match the title?

Is the page mobile friendly?

Do searchers convert?

Have I heard of this company?

Does the subject line match my pain point?

Does the body match the subject?

Can I read it on my phone?

Can I easily learn more?

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Start Pitching Stories

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A New Framework For Sales Pitches

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Real World Example: Inside Sales Director

Situation: As a consequence of rapid growth, the inside sales team is having difficulty finding new, qualified accounts.

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Impact: Reps are fighting over accounts, while opportunities and pipeline remain stagnant.

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Impact: Reps are fighting over accounts, while opportunities and pipeline remain stagnant.

Resolution: Datanyze helps inside sales teams expand their reach by uncovering new accounts that look exactly like your best customers.

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Subject: No one likes fighting over accounts

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Hey Mark – noticed that your inside sales team is growing fast, congrats on the success!

Proof of research

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I’m reaching out, because we’ve found that high-growth sales teams like yours often have trouble expanding their account list as fast as they’re hiring on new ISRs.

Describe situation

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I know ISRs hate fighting over accounts and, as a director, I’m sure you’d like to see increased gains in pipeline and demos. This is where I can think Datanyze can help.

Discuss impact

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In short, we’ve helped the inside sales directors at Marketo and DoubleDutch uncover hidden pipeline and increase opportunity output by 25% in less than 6 months.

Articulate resolution

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In short, we’ve helped the inside sales directors at Marketo and DoubleDutch uncover hidden pipeline and increase opportunity output by 25% in less than 6 months.

If you’re free next week, I’d love to discuss your 2016 goals and see if we might fit in. When’s a good time to connect?

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Prioritizing Outreach

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Use the Three ‘R’s

Source: Gartner Blog

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1. Relationship How are we connected?

• LinkedIn• CRM• Referrals

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2. Readiness Are they looking to buy?

• Datanyze (buying signals)• Yesware (email tracking)• Marketing automation (conversion tracking)

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2. Readiness Are they looking to buy?

• Datanyze (buying signals)• Yesware (email tracking)• Marketing automation (conversion tracking)

3. Rules What is their buying process?

• Disco call

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Giveaway: Template Library

Visit yesware.com/email-templates for 18 FREE data-backed email templates

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Giveaway: Datanyze Insider

Visit datanyze.com/insider and enter promo code DZWEBINAR to receive 50 free credits

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Questions?

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