Eduardo's presentation for Habit Factory on how to use email to grow your business. These slides teach you how to find (almost) anyone's email address and use email to for public speaking opportunities, public relations, networking, partnerships, feedback, event promotion, and more.

1. How to Use Email
Outreach to Grow
Your Business
By: Eduardo Lopez

2. ● Building an email list is the #1
way to grow your business.
● Email use beats out social media
by at least 85% vs. 62%.
● People guard their email, that’s
why engagement is much
stronger.
● Social averages a 1.64% click
through rate. Great emails avg.
20-30% CTR.
● YOU OWN YOUR LIST. NO ONE
CAN TAKE IT AWAY FROM
YOU LIKE THIS EXAMPLE.

3. What we’ll cover:
Why most emails fail
Find anyone’s email
Land speaking opportunities
Get news coverage
Cold email influential people
Promote your products & services
Ask for partnerships/money
Sell tickets for your events
Q&A Time!!

4. Why do you think most
emails fail?
Hint:
Think about the
goals for emailing
in the first place…

5. #1 Reason: Too self-serving
(Followed closely by not enough research.)
Answer:
Most emails *mainly*
help the outreacher.
Not only are they
self-serving, but they
tend to have a bulk,
impersonal feel.

6. The Email Outreach Spectrum
Transactional/Solution emails have 8x more opens and clicks, and generates 6x more revenue (Experian)

7. Here’s the difference: Self-serving

8. Here’s the difference: Transactional

9. Here’s the difference: Solution-driven

10. To succeed, avoid this:
● Self-serving requests
● Unclear/multiple asks in one email
● Poor targeting, offering no value to recipient
● Copy + paste, fill-in-the-blank messages
● Long, sales-like copy
● Be to vague or assume interest

11. How to find anyone’s email*
1. Clearbit Connect (https://connect.clearbit.com/)
2. Hunter.io (https://hunter.io/)
3. SellHack (https://sellhack.com)
4. Google
5. Twitter
*Nearly everyone. A select few are almost impossible to find... it happens. That’s when you need to ask around.

12. Clearbit is a Chrome Plugin

13. Hunter.io is a site & plugin

14. SellHack is a sales tool & plugin

15. Google and Twitter
1. site:companywebsite.com + “name” + “@companywebsite.com”
2. site:companywebsite.com + “name” + contact
3. site:companywebsite.com + “name” + email
4. from:@twittername “email”
5. from:@twittername “@website.com”
6. from:@twittername “email me”
7. from:@twittername email dot com

16. 1. Google Alert / Google Search / Trade sites
2. Find email
3. Customize email template to audience. Things to include:
a. Topic you’d speak about – prepare multiple options in advance
b. A summary of topics and why they’d be valuable
c. Examples of places you’ve presented at before
d. Your credentials, bio, and headshot
How to land speaking opportunities

17. Shoutout to Jordan:

18. Sample template

19. 1. Become a source: Sign up for HARO and ProfNet
2. Create email list of relevant trade, regional, local reporters
3. Start a conversation before you pitch them (Quora, Email, Twitter)
4. Customize email outreach to reporter. Things to include:
a. Why it benefits them to write about or mention you
b. Why you’re credible on the subjects and your background
c. A concrete anecdote or quotable sound bite
How to get news coverage/shoutout

20. Using these tips:

21. Sample template

22. 1. Reach out with interest, not an agenda
2. Find something or someone that connects you two and mention it
3. Align your email with their goals, beliefs, needs, or values
4. If possible, get an introduction
5. Explain the value/benefits or take something off their plate
6. Tell them how to take action after reading the email
How to cold email influential people

23. Using these tips:

24. Sample template

25. 1. Warm email to your contacts (ask feedback)
a. Create subgroups from similar backgrounds. Tell them what
you’ve been up to, what you’ve accomplished, the turning point,
announce latest & greatest, invite them to review.
2. Cold email outreach (use formulas)
a. Star (big idea)-Chain ( facts/sources/reasons/benefits)-Hook (c2a)
b. Problem (pain point)-Agitate (impact)-Solve(Solution & c2a)
c. Star (main char)-Story (how main char solves)-Solution(your tool)
How to promote products/services

26. Using these tips:

27. Sample template

28. 1. Provide a meaningful comment about potential partner's recent
projects, cause, initiatives, investments, etc.
2. Present way to 2x those opportunities + introduce yourself
3. Provide examples of recent partnerships to show your credibility
4. Explain the key benefit your partnership offers
5. Ask them if interested in a call for details about how it could work
How to ask for partnerships/money

29. Using these tips:

30. Sample template

31. 1. Leverage speakers/vendors (include in contract, write the copy)
2. Promote event space & nearby businesses for additional boost
3. Create a share-powered competition (VIP ticket, dinner, coaching)
4. Offer group discounts to HR teams, businesses, “bring a friend”
5. Sell tickets to next event at current event
6. Offer free headshots to attendees (great way to build email list!)
How to sell tickets to your events

32. Sample template

33. Good luck!
I hope you’ll use these tips to go out and
deliver badass emails to grow your business!
If you have any questions you want to ask, let
me know on this chat or email me at
eduardo@goingceo.com.