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Effective Emails That Give a Response Every Time

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Effective Emails That Give a Response Every Time

  1. 1. Effective Emailing Enoch James The SMarketers
  2. 2. 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.”
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Crafting an email strategy Create a specific solution pitchUnderstand industry challenges Keep it short and Simple with a call to action
  7. 7. 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.
  8. 8. 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?
  9. 9. 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
  10. 10. Keep Learning Learn Keep learning, make notes, make sure you know everything about the industry you are going after. Half knowledge never works!
  11. 11. Writing Emails That People Respond To
  12. 12. Here’s the 5 Step Formula.. 1. Prep Your Email 2. Subject Lines 3. Opening Line 4. Body Copy 5. Signature
  13. 13. Prep Your Email 1 Before you start writing, take 5 – 10 minutes to prepare with relevant information
  14. 14. Start with a simple Google Search
  15. 15. See if they blog – If so, what do they care enough about to write about it?
  16. 16. Find their social presence – Do they have an interesting new post? Have any recent updates?
  17. 17. Check company website – Review the about us page or management page.
  18. 18. But don’t let your newly acquired bank of information end your prep.
  19. 19. We actually need a reason to reach out to someone.
  20. 20. Think: How are you connected? Do you have mutual connections? Use them in your introduction to establish credibility.
  21. 21. Personalize: Leverage lead intelligence. What pages did they most recently view on your site? Which search terms drove them to your business?
  22. 22. Once we establish context, we can leverage that information to start a personalized email conversation. Context
  23. 23. Subject Lines. 2
  24. 24. First set a goal – that’s not closing the deal. Instead, focus on getting a response.
  25. 25. Now, let’s use that context to write our emails. Let’s start with subject lines.
  26. 26. Mike, quick question for you.
  27. 27. [Mutual connection] recommended I get in touch.
  28. 28. Ideas for [thing that’s important to them].
  29. 29. Question about [recent trigger event].
  30. 30. Question about [a goal they have].
  31. 31. Thoughts about [title of their blog post].
  32. 32. Have you considered [thought / recommendation]?
  33. 33. 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
  34. 34. Opening Line. 3
  35. 35. Now, let’s begin writing the content inside your email.
  36. 36. How many emails do you reply to that begin with, “My name is ...” NAME
  37. 37. Start off by saying something about them, not you.
  38. 38. Mike, I noticed you ...
  39. 39. Mike, [Mutual connection] mentioned ...
  40. 40. Mike, Saw that we both ...
  41. 41. Mike, I loved your post on ...
  42. 42. Mike, Congratulations on ...
  43. 43. Body Copy. 4
  44. 44. Your body copy should relay your value by connecting you to your prospect.
  45. 45. Avoid generic value propositions like: “We help web marketing firms increase their lead generation by 400% and effortlessly prove ROI to their clients.”
  46. 46. Instead, try asking a great question that aligns your research with your prospect’s goals.
  47. 47. How, if at all, would you like to improve your strategy?
  48. 48. Is [benefit to them] a priority for you right now?
  49. 49. Do you have any unanswered questions about [topic of learning]?
  50. 50. Are you after a lifestyle business, or world domination?
  51. 51. Are you alone on this?
  52. 52. Has it always been this way?
  53. 53. Would it be nice, or does it have to happen?
  54. 54. What would you do if you were me?
  55. 55. Was this all your idea?
  56. 56. Signature. 5
  57. 57. Your email signature shouldn’t be a distraction.
  58. 58. 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.
  59. 59. Put that all together, and you have the sales email template that crushes it for us.
  60. 60. Personalized subject line. First name, Opening line about the prospect ... Question that aligns with the prospect’s goals. Simple signature,
  61. 61. Writing Effective InMails
  62. 62. 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 much Are more than 3-4 sentences— saying too much, too fast.
  63. 63. Do this right now: REMOVE the “I”s
  64. 64. 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
  65. 65. 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
  66. 66. 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.
  67. 67. 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.
  68. 68. 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.”
  69. 69. 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.”
  70. 70. 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
  71. 71. Thank You! www.thesmarketers.com info@thesmarketers.com twitter.com/thesmarketers facebook.com/thesmarketers

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