[VIDEO] How to Get 30% Response Rates with Prospecting Emails
Whether you’re in sales or marketing, you’ve probably spent a lot of time thinking about your email messaging. If you’re getting 30%+ of your prospects to reply to you, you can probably stop worrying about it as much, but if you’re getting less than that, then what I am about to share with you could be a game changer.
Today I want to talk about a framework you can use for writing good prospecting emails, that spread over a series or cadence of emails, aka an email drip – can get you 30%+ response rates.
What Makes a Good Prospecting Email
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There’s a quote, often misattributed to Mark Twain (no one knows who really said it), that goes like this: “I would’ve written you a short letter, but I didn’t have time, so I wrote you a long one instead.”
The takeaway is pretty clear when it comes to writing: less is more.
You have a good product that does a dozen different things, dozen different features – you also have your company story to talk about, how fast you’ve grown, how many great customers you have, awards you’ve won.
The worst thing you can do is cram all that into one message: less is more.
The key is instead put just a couple of those things into your prospecting email, but send multiple prospecting emails where each one talks about something new. In terms of word count our longest messages have just barely over 100, many of them have significantly less. So whatever you do, do it briefly.
Building a Framework
Second, I found this a useful framework when I start thinking about good prospecting messages:
I’m sure as the <TITLE> at <COMPANY> in <INDUSTRY> using <TECHNOLOGY> , you have <THIS ISSUE> to deal with.
We’ve helped solve <THIS ISSUE> by <VALUE PROP> for companies like <X, Y, and Z>.
Can we put 15 minutes on the calendar <DAY & TIME> on or<DAY & TIME>?
This is a framework. It helps me think about the ways we can segment our messaging – by industry, size of company, the techs that currently use today, or the role of the prospect.
It’s not meant to be what an actual message would look like – but it’s close.
How that might sound for DiscoverOrg is:
“Hi Jane – I’m sure as the VP of Sales at WidgetCorp using Salesforce.com, you have a constant struggle to get your reps to adopt Salesforce because of bad data in your CRM.
We’ve helped solve that by giving our 2,000 B2B clients incredibly accurate data on their prospects, integrated to Salesforce, which gives them the data they desperately need in the place you need them to use it.
Can we put 15 minutes….”
Crafting the Follow Up Email
Then by the way, my second email sent a few days later might be:
“Hi Jane – bubbling this to the top of your inbox, in addition to integrating our data into Salesforce, our contacts have 96% direct dial phone numbers which can double or triple the number of conversations your reps have every day.
Any chance you’re free later today or tomorrow?”
Note my 2nd message is even shorter but I’ve been able to add a new value prop. We find these follow-up messages get 3-4x the response rates as the 1st message does.
Again, less is more in terms of what you put in a single message, but more is more in terms of the number of messages you send.
Ultimately using this framework should help you come up with ideas for short, compelling messages. Get those two things right and watch the magic happen.
What are your thoughts? What has worked for you? Please share in the comments section below.