05 Apr 2022

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Hey {{First Name}} – I’m writing in hopes of finding the person at {{Prospect Company}} who handles {{specific area of focus}}.

I also reached out to {{Colleague 1}} and {{Colleague 2}} to try and lock down someone at your company in this space. If you’re the appropriate person to chat with, let me know and I’d love to schedule some time to talk about {{Your Company}}.We help organizations like  {{Prospect Company}} {{Problem you Solve}}. We’ve worked with others in your industry like {{Company 1}} and {{Company 2}} .

If you’re not the appropriate person to chat with, please let me know whom I should connect with.

Hey {{First Name}} – I understand that you may be using {{technology}} as a {{service delivered}}, and I was wondering what kind of results you’ve seen so far.

I’ve met a handful of companies using {{Competitor}} who have found {{problem – scaling issues, glitch, missing feature, internal failure, etc}}. In fact, many companies have turned to {{Your Company}} for assistance and leveraged our {{solution}} to increase {{result}}.

I’ve got a bit of availability on Thursday and Friday this week if you have time for a quick call to discuss—let me know.

PS: Here’s a great rundown on why more {{technology}} users are {{switching to or using}} {{Your Company}}.

from https://blog.close.io/5-b2b-email-templates

Datadog

Subject: X<>Datadog: turn anonymous visitors into ID'ed 'named entreprise accounts'

Hi Alex (our engineers are big fans of datadog but I'll be brief)

You fit our Ideal Customer Profile: dev-first, SaaS, b2b, w/ bottoms up model (Bonus: you're a marketer that likes maths :)

Problem: How to identify the 98% of web visitors that do not convert?
Solution: Turn anonymous web visitor data into ID's "Named Enterprise Accounts"

Our customers call this "inbound lead account based marketing" and it works like this:
- We have proprietary data that can detect who the visiting company is (10x more accurate than anything we've tested)
- Once ID"d, then we filter down only the companies that fit your Enterprise ICP or any "Named Accounts" that Sales are focused on
- finalyy, we can also auto-researdcyh ~5 key contacts at that company

Marketing/Sales can then begin their outbound campaign based on those anonymous web visitors that fit your ICP :)

Sophie Ellis

Nick Abraham

Drew Cesario

1. Intro: Casual & Personal = Honest

2. Pain: Simple & in their language = conveys you know them and their circumstances

3. Relief: Your Value Prop Solves that above pain by doing X. It recently did it for Y = Conveys credibility

4. No Pressure CTA = Coveys you're here to help (which needs to be true)

5. P.S. Something personal - if you've really done your homework

Follow-ups

Hi {{First Name}},

I hope you appreciate my professional persistence. I sent you an email last week to see if you’re looking for {{Your Product or Service Value Proposition}}.

If you are, I would love to chat with you.
If you’re not, please let me know as well so I can stop disturbing you

My own

webinar campaign

Used this one as part of a campaign where I had identified the webinar solution with a script using Twitter's API (and the tweets from the webinar organiser with the webinar link): Twittee

I have seen your webinar {webinar_title} using {webinar_provider}.   

Are you happy with the attendance, engagement & lead quality you get from your program?   

I represent {my_company} which I see as the next generation webinar platform.   

Our clients confirm that we are more modern, flexible, cheaper and easier to do business with :)    

We help companies like {company_name} to get more & better leads from their webinars, leading to increased revenues.

It would be worth for {company_name} to assess before recommitting time and money with {webinar_provider}.   

Who would be the best contact? 
And when does your contract expire? - so we can connect at the right time this year.  

Email #3:

Here are some of the differences with {webinar_provider}:   
 -   
 -   
Beyond just cost savings, if any of the above resonates with you, who should I discuss this with at {company_name}?  

picture this, picture that

Picture this:
[analogy to help prospect understand the shortcomings of their current solution]

This is you now using {current_product}.  

Now picture that:

[analogy to help prospect understand the benefit of your solution]   

This could be you with {my_product}.

new job

Subject: congrats

Hi XXXX,

We don’t know each other yet - though hope this might change.

First, congrats on the promotion & change of company. Nice career evolution since XXXX!

I’m sure you’re dealing with a million things in your new role, incl. tons of emails like this one, though wanted to know if/when you’ll look at improving your webinar program?

XXXX uses XXXX, which is just a meeting room tool - not a proper DemandGen solution.

As you’ve been in the field for a while, working with leading companies like XXXX & XXXX, I assume you’ll want to upgrade your webinar solution for better results at some point?

I’ve been in the webinar industry for 15 years and helped Marketing people improve their lead generation results using webinars.

Let me know if & when it would make sense for us to connect?

Best regards to Washington & good luck drinking from the firehose!

PS: is your Linkedin banner the view from your garden?

Nic

Tips

You can't tell upfront, with someone you have never met or discussed with, "We can help you".
Instead, one should say "We help {persona like you}", or more specifically "You remind me of {someone specific in the same role} we helped."

1. 𝗣𝗮𝘀𝘀 𝘁𝗵𝗲 “𝗪𝗲𝗶𝗿𝗱” 𝗧𝗲𝘀𝘁

I learned this one from Nate Nasralla.

Here’s what he means:

• Do you have a reason for your email?
• Is it specific to the person, company, or project?
• Would it be “weird” if someone else got the message?

Said differently:

If you can send the email to anyone on your list, you failed the “weird” test, and you’re not ready to send the email.

1. 𝗣𝗿𝗲𝗽 𝘁𝗵𝗲 𝗣𝗮𝗴𝗲

Staring at a blank email screen is overwhelming.

Avoid it by starting with an email framework.

Here are a few to try:

• PEASC (problem, equation, agitate, solution, cta)
• PSA (problem, shift, answer)
• Teacher (teach, so what, value, cta)

Filling in a skeleton is 10x easier than a blinking cursor.

1. 𝗗𝗼𝗻’𝘁 𝗙𝗶𝗻𝗱 𝗧𝗵𝗲𝗺 𝗪𝗲𝗹𝗹

Pleasantries are a waste of space 99% of the time.

1. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝗳𝗼𝗿 𝗠𝗼𝗯𝗶𝗹𝗲

80% of email is open & read on mobile.

Remove the friction. Here’s how:

• 90 words or less (avoids the ‘scroll’)
• Use short sentences and spaces
• Remove unnecessary words

Brevity = clarity.

1. 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀 > 𝗣𝗿𝗼𝗱𝘂𝗰𝘁

No one cares about your AI-generated platform.

They only care about their problems.

Be problem-focused, not product-focused.

Also, 1 problem per email.

1. 𝗔𝘀𝗸 𝗳𝗼𝗿 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝗻𝗼𝘁 𝘁𝗶𝗺𝗲

You haven’t earned the right to ask for their time.

Ask for interest.

from https://www.linkedin.com/posts/kweightman_7-small-but-powerful-prospecting-email-activity-7168251111580110848-OnBz?utm_source=share&utm_medium=member_desktop

Strategies

Instantly's 25% Reply Rate Email Formula

Personalization + Your Value Prop + Target Niche (Niche, Subsegment, Location) + Your Targets Goal + Your Targets Value Prop + Relevant Case Study + Cliffhanger Value Prop + CTA

One sentence

"Hey {{First Name}}, I'm reaching out because I noticed you're using {{Competitor}}. I'm curious, what do you like about it? What do you wish it did better?"

"We built a tool that can help you do X. Mind if I send more info?"

Research angle

Hey Tom,

We’re writing a research paper on Ecom stores like {{companyName}} and would love to ask you a few questions about (your offer specific questions).

Mind if I send some questions over? Happy to share insights with you later and add a link to your website once we publish it.

Best,
Alex

Asking for an intro

Who is the right person at X?

Customised images

Short video

Hey Tom,
Your twitter posts are amazing! Have you thought about turning them into videos? Because we created a tool that turns your tweets into TikTok videos automatically.
I made a quick Loom video for you on how it works - mind if I send it over?
Alex

Sneaky tip: send a broken link, and create a video only for those who reply to say the link is broken.

Resources

• whitepaper
• webinar
• e-book
• templates
• sample
• case study

Prework

Most value - most effort. Good approach if small TAM.

eg. send mockup, evaluation, analysis, audit, etc.

Resources

Science of B2B cold email subjects that convert (+ examples)

lemlist.com

https://www.lemlist.com/blog/cold-email-subject-line

267 email templates

Directory of 267 Best Cold Email Templates • Hunter

hunter.io

https://hunter.io/templates

Instantly Copywriting Masterclass

Competitors

https://www.linkedin.com/posts/elriclegloire_how-i-build-a-list-of-my-icp-using-my-top-activity-7169041721295630336-sOVE?utm_source=share&utm_medium=member_desktop

"Hey {{First Name}}, saw you’re using Sprout Social. How are you liking it?

It's great for standard reports but tracking and showing the impact of social media on traffic and revenue can be tough.

How do you show which campaigns are leading in driving traffic and conversions to your clients?"