0
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Nine seconds, just nine seconds.
0
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If a prospect decides to open up your email, will they spend?
0
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that amount of time reading it.
0
SPEAKER_02
It s only nine seconds.
0
SPEAKER_02
And I ve shared that stat a lot and people are like, dude, that seems like a really long time to me.
0
SPEAKER_02
It is not a long time.
0
SPEAKER_02
The average college-educated American, I dropped out of college for those that are unaware, reads about 250 words per minute.
0
SPEAKER_02
So if you do the math, that s really not that many words.
0
SPEAKER_02
It s 40, 50, 60, somewhere in that range.
0
SPEAKER_02
Most emails I read are 100 plus words.
0
SPEAKER_02
There s just no way a prospect is going to read all of that email.
0
SPEAKER_02
So what we re going to talk about today is how to land a ton of meetings through cold email, but without wasting tons of hours personalizing those emails.
0
SPEAKER_02
So before we get to it, thanks for checking out Outbound Squad.
0
SPEAKER_02
My name s Jason Bay.
0
SPEAKER_02
What we re really passionate about doing is helping you help your sales team
0
SPEAKER_02
turn complete strangers into paying customers.
0
SPEAKER_02
So what we talk about a lot on this podcast is if you re running a team of account executives, for example,
0
SPEAKER_02
And your organization is trying to make a pivot towards outbound and being more proactive, maybe moving up market, landing larger logos.
0
SPEAKER_02
Maybe there s more intentional cross-selling or up-selling going on within existing accounts.
0
SPEAKER_02
And it s requiring your reps to really work in more of a proactive way instead of waiting for marketing and SDRs to fill their calendars.
0
SPEAKER_02
You re definitely in the right place.
0
SPEAKER_02
And if you re leading a team of SDRs and you re wanting them to land higher quality meetings, more of them want them to build their business acumen, that sort of stuff, so they can break through and get those meetings, you re definitely in the right place.
0
SPEAKER_02
So cold email.
0
SPEAKER_02
If you follow sales content on LinkedIn, you know that generally it s a best practice to personalize your emails.
0
SPEAKER_02
So let s talk about what that means because Lavender, their 2023 data showed that when you personalize, you will literally get 1200% more replies to your cold emails.
0
SPEAKER_02
Personalization in my book is not about looking for where the person went to college or pointing stuff out about them individually necessarily.
0
SPEAKER_02
That s a huge plus.
0
SPEAKER_02
But the reality is that you might be reaching out to people that don t have anything online, let alone a LinkedIn profile.
0
SPEAKER_02
They re not a CEO or C-suite executive at a Fortune 1000 where they get interviewed on podcasts.
0
SPEAKER_02
It s really looking for things about the company.
0
SPEAKER_02
So for example, if I sell a solution that helps contact centers, let s say at Nordstrom and retail companies like that, reduce incoming call volume to reduce their cost to serve customers, which is something they really care a lot about,
0
SPEAKER_02
A way I might personalize that approach is going onto their FAQ page and seeing if they provide a phone number, seeing if they have a chat bot, seeing how long the wait time is if I call in, seeing what they are doing to get me to self-serve and help myself and answer my own questions.
0
SPEAKER_02
That s something I could call out in an email.
0
SPEAKER_02
The key that we re going to talk about in this episode, and this is an audio excerpt of a live training that I did with a couple of people.
0
SPEAKER_02
Jack Wazin is the SDR manager at Mixmax and Florin Tatoulia, Florin, sorry, man, I hope I m pronouncing your name correctly, is founder at Sales Flow.
0
SPEAKER_02
Florin is just a outbound wizard, I guess you could call him.
0
SPEAKER_02
He s got really great content.
0
SPEAKER_02
I ve jammed with Florin now a bunch of times on webinars.
0
SPEAKER_02
He s got really, really great tactical content.
0
SPEAKER_02
What we re going to talk about is a couple of things.
0
SPEAKER_02
We re going to talk about the state of cold email.
0
SPEAKER_02
We re going to talk about a framework.
0
SPEAKER_02
So how should a cold email be formatted?
0
SPEAKER_02
So everything from subject line to first line to call to action, should you use a PS, et cetera.
0
SPEAKER_02
And then what we spend the last 25, 30 minutes doing is each of us wrote a sample email.
0
SPEAKER_02
and we reverse engineer how we came up with that email.
0
SPEAKER_02
And that was the part that the audience seemed to enjoy the most.
0
SPEAKER_02
So that s all I got for you today.
0
SPEAKER_02
So without further ado, let s get to the episode.
0
SPEAKER_02
And if you re listening to this on Spotify or Apple podcasts, one thing that would mean a lot to me that would help get this in front of more sales leaders and reps like yourself is to leave an honest rating or review.
0
SPEAKER_02
All right, let s get to the show.
0
SPEAKER_02
So today we re going to talk about how to land a ton of meetings without wasting a bunch of hours personalizing, and specifically what we re going to dig into is cold email.
0
SPEAKER_02
So I want to thank our sponsors before digging in.
0
SPEAKER_02
Magical, it s a tool that I just started using a couple months ago that s really badass.
0
SPEAKER_02
If you find yourself copying
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SPEAKER_02
and pasting a lot.
0
SPEAKER_02
Let s say that you re sending messages on LinkedIn and you have a whole flow that you d like to walk people through.
0
SPEAKER_02
If you re copying and pasting a lot of templates back and forth, I would definitely check out Magical.
0
SPEAKER_02
It s at getmagical.com.
0
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And then MixMax, of course, it s my sales engagement tool of choice.
0
SPEAKER_02
I love that it s just super easy to use.
0
SPEAKER_02
And we got Jack from MixMax here today, but it s such an easy tool to use that you can literally set up in less than an hour by yourself.
0
SPEAKER_02
So go check out MixMax as well.
0
SPEAKER_02
Our speakers today, we got Jack Wasson on the show again, SDR manager at Mixmax.
0
SPEAKER_02
What s up, Jack?
0
SPEAKER_02
Good to have you again, man.
0
SPEAKER_02
Good to jam.
0
SPEAKER_02
Florin.
0
SPEAKER_02
I think we ve been on a bunch of stuff.
0
SPEAKER_02
I feel like lately we ve just been collaborating on a bunch of things cold email related, but I got Florin on the show today, founder at sales flow.
0
SPEAKER_02
And I think I learned about you just through your content, man.
0
SPEAKER_02
You post some really, really good content on LinkedIn around email.
0
SPEAKER_02
So good.
0
SPEAKER_02
You re always really good at sharing the stuff that you re doing and how it s working.
0
SPEAKER_02
And that s what we re going to dig a lot to into today.
0
SPEAKER_02
So there s going to be three big things that we cover today.
0
SPEAKER_02
We re gonna look at data and trends.
0
SPEAKER_02
So we re gonna look at the state of cold email in 2024.
0
SPEAKER_02
What s working, what isn t.
0
SPEAKER_02
We re gonna give you a simple cold email approach.
0
SPEAKER_02
And then what we re gonna spend the back half doing is each of us actually wrote an example cold email.
0
SPEAKER_02
I did it on behalf of a client.
0
SPEAKER_02
I don t know, Florin, where d you get yours?
0
SPEAKER_01
I just, there s a tool I really like called Hyperbounce.
0
SPEAKER_01
So I just like pretended I was working for them.
0
SPEAKER_02
Oh, love it.
0
SPEAKER_02
Okay.
0
SPEAKER_02
So he pretended he was working for a company, Hyperband, and then Jack, he reached out to sales leaders and SDR leaders.
0
SPEAKER_02
So we got an example for you there as well.
0
SPEAKER_02
Okay.
0
SPEAKER_02
Let s dig in, you guys.
0
SPEAKER_02
I got a question for the audience.
0
SPEAKER_02
Let me know in the chat, how long will a prospect spend reading an email once they decide that they re going to open it?
0
SPEAKER_02
You two haven t seen the slides yet either.
0
SPEAKER_02
So feel free you two to guess as well.
0
SPEAKER_02
What do you think?
0
SPEAKER_01
I m going to go with seven seconds.
0
SPEAKER_01
OK.
0
SPEAKER_00
Yeah, mine s like five to seven seconds, like very short.
0
SPEAKER_02
So pretty good guesses.
0
SPEAKER_02
I m looking in the chat.
0
SPEAKER_02
I mean, we re like all over the place with chat.
0
SPEAKER_02
I think the consensus is that it s not very long.
0
SPEAKER_02
According to Statista, this is from 2023.
0
SPEAKER_02
It s nine seconds.
0
SPEAKER_02
So the reason why I share this is the average reading speed of an adult, at least in the United States, a college educated adult, is 250 words per minute.
0
SPEAKER_02
So if you do the math, in nine seconds, the typical person s only gonna read around roughly 50 words.
0
SPEAKER_02
So what did most people do?
0
SPEAKER_02
They tend to skim.
0
SPEAKER_02
So I wanted to show you guys a screenshot of my inbox.
0
SPEAKER_02
These are cold emails that I ve received in my inbox.
0
SPEAKER_02
Let us know in the chat.
0
SPEAKER_02
What do you guys see about these emails in the subject line in the first line that just screams, this is a cold email.
0
SPEAKER_02
I m a salesperson.
0
SPEAKER_02
What sticks out to you at first glance, Jack?
0
SPEAKER_00
Um, the ones that really scream, I mean, this is also the same for me, but if my first name is in the subject line, I immediately know I m about to get sold to, um, so like Jack sales or Jack outbound selling.
0
SPEAKER_00
I just immediately, that s like, you know, I m about to be pitched, probably not even going to open it.
0
SPEAKER_00
So, uh, nine seconds is actually pretty baffling.
0
SPEAKER_00
I didn t think it was that long, but I definitely think if you do yourself the disservice of putting that in your subject line, you could definitely.
0
SPEAKER_00
not even get those, not even a second on your email.
0
SPEAKER_02
You know, it s funny though, that was the play like three or four years ago was to put the person s first name into the subject line.
0
SPEAKER_02
And now it s like, people just get kind of so desensitized to it.
0
SPEAKER_02
Florin, what do you see in these emails to you that just screams, this is a sales email.
0
SPEAKER_02
I don t even have to open this thing.
0
SPEAKER_01
Yeah, I think putting your first name in a subject line.
0
SPEAKER_01
So usually you want to make it sound as internal as possible.
0
SPEAKER_01
And anybody that actually knows you is never going to use your name.
0
SPEAKER_01
I actually know people that filter emails in their inbox so that if their first name is in the subject line, they don t even see it.
0
SPEAKER_02
Oh, wow.
0
SPEAKER_02
That s a good technique, actually.
1
SPEAKER_02
if you re an executive or an executive.
1
SPEAKER_02
Yeah.
1
SPEAKER_02
So the first name.
1
SPEAKER_02
The other thing is, you know, the three of us, we ve had a lot of email communication together.
1
SPEAKER_02
None of us used subject lines, maybe outside of like the Saster follow up subject line, something like that.
1
SPEAKER_02
It s like it s the event name that I signed up for.
1
SPEAKER_02
Yeah, right.
1
SPEAKER_02
Follow up.
1
SPEAKER_02
It s super simple.
1
SPEAKER_02
It s it s really obvious what this is about.
1
SPEAKER_02
But the way that we have emailed each other and chat with each other looks nothing like what you see here on my screen.
1
SPEAKER_02
Oftentimes it s not capitalized.
1
SPEAKER_02
I, you know, I don t know how you guys feel about even starting with high first name sometimes, you know what I mean?
1
SPEAKER_02
It just looks, that s just not typically how I communicate with people that I know.
1
SPEAKER_02
So yeah, questions in the subject line, Louis says.
1
SPEAKER_02
Yeah.
1
SPEAKER_00
I m always a fan of informal.
1
SPEAKER_00
and super short subject lines.
1
SPEAKER_00
I think even Jason, you and I have chatted about this and I learned from you like almost the shorter and more vague, the better in a way, because that kind of just sparks people to, if you don t know them, or if I don t know the person, I m going to open this email because I don t know what this is, what s pertaining to.
1
SPEAKER_00
So that s a good one.
1
SPEAKER_00
But also to internal, like if I get an email from my VP of sales, it s direct to the point.
1
SPEAKER_00
It s maybe even one word.
1
SPEAKER_02
Yep.
1
SPEAKER_02
And Florin, you had kind of mentioned this, but can you elaborate a little bit more on what you mean by matching internal communication style, I think was the phrase that you used.
1
SPEAKER_01
Yeah, so it should sound like it s coming from a colleague internally, right?
1
SPEAKER_01
So a colleague is going to cut formalities completely.
1
SPEAKER_01
They re likely not going to ask you a question off the bat in an email or say, hope you re doing well.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
I think that that s the main thing that also obviously not having very long subject lines, like when you message internally, it s usually like one or two words.
1
SPEAKER_02
Yeah.
1
SPEAKER_02
Or it might be like the name of the project, right.
1
SPEAKER_02
And the subject line, that s like three words long.
1
SPEAKER_02
So before we get into some of the tactics here, everyone, um, what we want to do.
1
SPEAKER_02
Our objective with the cold email is we wanted to have a one to one look and feel, but we don t want to have to spend hours custom writing an email for every single person so.
1
SPEAKER_02
Most cold emails scream this like one-to-many marketing style that s like super formal, filled with corporate speak.
1
SPEAKER_02
You know, we make the same mistakes in our cold calls sometimes too, where I, you know, I call it customer service voice, right?
1
SPEAKER_02
We go into this like, Oh yeah, I m so excited to talk to you, Jack.
1
SPEAKER_02
How are you doing today?
1
SPEAKER_02
And we kind of do the same thing with email where it gets super formal and then making it really high effort to read and respond.
1
SPEAKER_02
So we really want to do the opposite of this.
1
SPEAKER_02
So how do we make it feel one-to-one, personalized where necessary, concise and conversational, and in super low effort to read and respond to?
1
SPEAKER_02
So what we re gonna dig into here is I m gonna go through some data around the formatting and the framework of the email that we re gonna give you, and then we re gonna try to spend as much time as possible actually walking you through three real examples.
1
SPEAKER_02
What I would love to know in the chat
1
SPEAKER_02
We ve got a bunch of you on the call today.
1
SPEAKER_02
What is the number one challenge that you have with getting replies to your cold emails?
1
SPEAKER_02
Is it finding the right thing to personalize?
1
SPEAKER_02
Is it it takes too long to write?
1
SPEAKER_02
Is it?
1
SPEAKER_02
I know that they re too long.
1
SPEAKER_02
I don t really know how to shorten them down.
1
SPEAKER_02
I don t really know how to end the emails.
1
SPEAKER_02
I m not sure if they re going to spam.
1
SPEAKER_02
Let us know in the chat.
1
SPEAKER_02
so that we can customize this for you guys a little bit today.
1
SPEAKER_02
What s the number one challenge getting in the way of you getting better outcomes through your cold emails?
1
SPEAKER_00
I know for me, and I ll even own this myself, it s always been trying to keep it concise.
1
SPEAKER_00
I still struggle with this.
1
SPEAKER_00
Like it s always a common thing where I can talk all day, especially if I get someone on the phone, but email, it really restricts you.
1
SPEAKER_00
And I think that s what we re learning now with the outbound world today.
1
SPEAKER_00
Short is better.
1
SPEAKER_00
Short, concise.
1
SPEAKER_00
Do not make it ever long.
1
SPEAKER_00
So that one s always been a little tricky for me, is keeping it really short and concise.
1
SPEAKER_00
Yeah.
1
SPEAKER_01
I ve obviously reviewed a ton of emails.
1
SPEAKER_01
This is one that maybe is like going a layer deeper than just saying like, oh, like finding the right thing to research.
1
SPEAKER_01
I actually think the hardest part is being able to tie the trigger or the observation that you ve researched to how your solution can help.
1
SPEAKER_01
So tying in context, it s something that in all the emails that I ve reviewed is almost always lacking.
1
SPEAKER_02
Yeah.
1
SPEAKER_02
So connecting the email together, I think is really, really big.
1
SPEAKER_02
Yeah, tying context to CTA basically, Daniel says.
1
SPEAKER_02
Yes.
1
SPEAKER_02
Okay.
1
SPEAKER_02
So let me share my screen here.
1
SPEAKER_02
This is what we re going to dig into today.
1
SPEAKER_02
And this is the thing that we re going to leave you guys with.
1
SPEAKER_02
So we have a cold email mastery sort of playbook here.
1
SPEAKER_02
that we re going to share with you.
1
SPEAKER_02
So you guys hang on, we re going to share this towards the end of the session.
1
SPEAKER_02
Everything that we talk about is going to be captured in here that we re going to go through.
1
SPEAKER_02
We re going to go through sample emails.
1
SPEAKER_02
So each of us has a sample email that we re going to break down.
1
SPEAKER_02
There s a cold email grader that we re going to give you guys.
1
SPEAKER_02
And we may or may not get to this, but there s a whole little section here on sequencing, how many times you should reach out, the data behind it, what it should look like, all that kind of stuff.
1
SPEAKER_02
So make sure to stick around until the end.
1
SPEAKER_02
We ll get that to you.
1
SPEAKER_02
So we talked about one-to-one look and feel that doesn t take hours.
1
SPEAKER_02
Let s zoom in here.
1
SPEAKER_02
I really want to dig into this concept of like mobile-ready emails.
1
SPEAKER_02
This is something I saw people kind of talking about a couple years ago, but there s a lot of data around
1
SPEAKER_02
Well, let me ask you too, actually, Jack, Jack and Florin, are you more likely to throughout the day, open emails through mobile or through desktop?
1
SPEAKER_02
And I think it s kind of tough because we re all salespeople too.
1
SPEAKER_00
Yeah.
1
SPEAKER_00
Um, I think, I mean, I m at, I work remote, so I m at home, so I m at my desk majority of the day, but I think.
1
SPEAKER_00
Majority, especially I have a little one now.
1
SPEAKER_00
So I m away from my desk, like having to take care of her.
1
SPEAKER_00
So I m opening emails pretty much on both sides, desktop and mobile.
1
SPEAKER_00
But I think if I were to choose, I m probably more mobile now, actually.
1
SPEAKER_00
So it s even more important because now we know as soon as you get a notification, you can disregard it as soon as it comes across.
1
SPEAKER_00
So definitely mobile for me.
1
SPEAKER_01
Yeah, as a as a rep, it was on desktop for sure.
1
SPEAKER_01
But what I noticed is when I became a manager, I my meetings are usually back to back like one on one s internal meetings, whatever.
1
SPEAKER_01
Then I would usually like take a peek at the email on my phone first.
1
SPEAKER_01
And then if it was important, I would go and like actually read it in more depth on my laptop.
1
SPEAKER_02
Yeah, so a lot of the people that we re reaching out to are in those managerial and executive positions that are opening emails on their phones.
1
SPEAKER_02
So we have to think about how something reads on the phone and how it s optimized for the phone experience.
1
SPEAKER_02
And I think this is like the first kind of big strategy with email is
1
SPEAKER_02
For a lot of us, if all you did was shorten the email down and do like one sentence paragraphs, you would probably double or triple your reply rate, just doing that.
1
SPEAKER_02
So the data supports emails around 50 to 75 words.
1
SPEAKER_02
I mean, it says here emails under 50 words get 60% more replies.
1
SPEAKER_02
We re not implying that every email has to be 50 words, but somewhere between 50 and 100 words is really where you wanna be.
1
SPEAKER_02
Under 75 is usually what I suggest.
1
SPEAKER_02
And one to two sentence paragraphs.
1
SPEAKER_02
I wanna give you guys a visual on this.
1
SPEAKER_02
Yeah, Justin and for anyone else asking, I will share this document.
1
SPEAKER_02
I m not going to share it until the end though.
1
SPEAKER_02
So just make sure to kind of stick around and we ll email it out afterwards too.
1
SPEAKER_02
So let me know, what do you guys think here?
1
SPEAKER_02
This doesn t look like a terrible email to me when I see this.
1
SPEAKER_02
This is an email I got from this guy.
1
SPEAKER_02
It s personalized.
1
SPEAKER_02
I mean, turn complete strangers into paying customers.
1
SPEAKER_02
That was our tagline at the time on the website.
1
SPEAKER_02
And I kind of skimmed this.
1
SPEAKER_02
I m like, okay, I see he s got Facebook ads.
1
SPEAKER_02
Mind if I share a unique approach?
1
SPEAKER_02
Nah, I don t really suck horses.
1
SPEAKER_02
Now, when I look at that same email on mobile though, I don t know, is this harder to read on the phone for you guys?
1
SPEAKER_02
Because for me, my eyes almost completely glaze over when I see it on the phone.
1
SPEAKER_01
I agree. 100%.
1
SPEAKER_01
Too chunky.
1
SPEAKER_02
Paragraphs are too long.
1
SPEAKER_02
Spacing s all kind of weird.
1
SPEAKER_02
Yeah.
1
SPEAKER_02
Yeah.
1
SPEAKER_02
Tyler says, yeah, that s wild.
1
SPEAKER_02
Way worse than mobile.
1
SPEAKER_02
Same exact email.
1
SPEAKER_02
I can skim this.
1
SPEAKER_02
This one, I just don t even, I don t even want to read this one because it feels so long and it s not even that long of an email.
1
SPEAKER_00
That s what I was thinking.
1
SPEAKER_00
It s like, it s just the look of it.
1
SPEAKER_00
I don t want to go through line by line and read.
1
SPEAKER_02
So to expand on this a little bit more, and the screen that I m sharing right now is a second desktop.
2
SPEAKER_03
So when a customer or a prospect does open up an email, typically what they ll do is open on mobile and then respond on desktop.
2
SPEAKER_03
But you have to be really mindful of how something reads on desktop.
2
SPEAKER_03
And what you see here, the stuff in red, Sales Loft and Corporate Visions, or excuse me, Vidyard and Corporate Visions did a big eye tracking study.
2
SPEAKER_03
And what they found is that people spend the majority of the time reading the stuff on the left.
2
SPEAKER_03
They don t even skim over the areas in green.
2
SPEAKER_03
They don t even read the stuff over here on the right.
2
SPEAKER_03
So having long sentences in your email, stuff like this, long sentences and long paragraphs, you gotta remember on desktop, this sentence is gonna stretch all the way across the screen.
2
SPEAKER_03
And people are just not gonna read this stuff on the right.
2
SPEAKER_03
So formatting for mobile,
2
SPEAKER_03
is super clutch.
2
SPEAKER_03
So I want to talk a little bit about the framework.
2
SPEAKER_03
This is what I teach and I m curious to get your two feedback on it.
2
SPEAKER_03
And then we re going to dig into some of the emails.
2
SPEAKER_03
This is generally what Flora and I ve seen you teach us.
2
SPEAKER_03
You don t call it the same thing and you don t call these chunks the same thing, but it s generally a similar framework of, I need a short subject line.
2
SPEAKER_03
Let s give the reason why I m reaching out, connect it to a problem that they might be having or that their peers have.
2
SPEAKER_03
Other people we ve solved that problem for, and then a call to action.
2
SPEAKER_03
Florian, I ll kick this first question your way.
2
SPEAKER_03
How does this compare to how you think about the framework and the flow of the email?
2
SPEAKER_01
Yeah.
2
SPEAKER_01
I think it s pretty spot on.
2
SPEAKER_01
So I just call it like reason is that what s the observation or trigger that I go into like stating the current state, which is the problem.
2
SPEAKER_01
Social proof is tied into the future state or the ideal state.
2
SPEAKER_01
And then the exact same thing with the CTA.
2
SPEAKER_01
And usually I would probably add a PS as well sometimes.
2
SPEAKER_03
Yeah.
2
SPEAKER_03
And PS is, I mean, Lavender s got some data and it can t be a weird PS.
2
SPEAKER_03
It depends on what you put in there, but it showed that, you know, emails will have a 26% increase in reply rate with, with a PS.
2
SPEAKER_03
So I think a PS is like a very strategic thing to do in an email.
2
SPEAKER_03
Um, if done correctly.
2
SPEAKER_03
Uh, Jack, what about you?
2
SPEAKER_03
How does this compare to your guys s approach and how you typically look at these?
2
SPEAKER_00
Yeah, it s pretty much the same for us as well.
2
SPEAKER_00
I think one thing that we ve really taken a huge shift to is, obviously, this is no secret, right?
2
SPEAKER_00
But ask for interest.
2
SPEAKER_00
Don t ask for a meeting.
2
SPEAKER_00
I think a lot of reps get really caught up in that.
2
SPEAKER_00
It s super important to ask for interests before you ask for the meeting.
2
SPEAKER_00
The meeting will come, but you ve got to ask for interests, because if you don t have that right off the cuff, then you re in trouble.
2
SPEAKER_00
I m also a big fan of PSs.
2
SPEAKER_00
I think I ve really pushed this on my team.
2
SPEAKER_00
I think it kind of gives you that you have your email.
2
SPEAKER_00
You have all the reason, the problem, social proof that you re putting in there.
2
SPEAKER_00
But the PS is your opportunity to where if you want them to check out an article or anything, like anything tied to what you re getting to or even separate, that s your cue to put it in your PS.
2
SPEAKER_00
So I like adding that in.
2
SPEAKER_03
Yep.
2
SPEAKER_03
So I m going to drop something in here.
2
SPEAKER_03
This is something I created with Magical, you guys.
2
SPEAKER_03
I have a cold email starter pack with a bunch of templates based on the principles and frameworks that we re going through today.
2
SPEAKER_03
Make sure to grab that.
2
SPEAKER_03
Magical, it s a free tool.
2
SPEAKER_03
It s pretty badass.
2
SPEAKER_03
So make sure to check it out.
2
SPEAKER_03
Let s start dissecting this email framework and looking at some of the data.
2
SPEAKER_03
So, uh, Jack, I ll kick this first question your way.
2
SPEAKER_03
Um, in terms of subject lines, how do we think about if we re going to break down this email subject line, first line, second line, third, et cetera.
2
SPEAKER_03
How do we think about the subject line?
2
SPEAKER_03
What are some of the principles that we might want to follow?
2
SPEAKER_00
Well, I think the one that we just looked at, but I tell my team this five words or less, I think some teams have different, but five words or less is the framework we always stick by.
2
SPEAKER_00
Cause anything more.
2
SPEAKER_00
you re probably going to, it s just a pretty strong chance you re not even going to get an open on that email.
2
SPEAKER_00
So subject line, but also keeping it informal.
2
SPEAKER_00
So short, informal.
2
SPEAKER_00
And I ve even been a huge fan right now of one word, one to two words, like subject line.
2
SPEAKER_00
As vague as possible, sometimes even helps get opens.
2
SPEAKER_00
So that s kind of the framework we go by.
2
SPEAKER_00
Five words or less, informal, and if you can, vague.
2
SPEAKER_00
Yep.
2
SPEAKER_03
Lauren?
2
SPEAKER_01
One thing that I really like to do in subject lines, and I did A-B tests on this, is actually, if possible, call out a direct report of the manager or executive you re reaching out to that is tied to the problem that you re trying to solve or is likely a direct user.
2
SPEAKER_01
I actually have, in my email, I did that.
2
SPEAKER_01
So I have a tactical example.
2
SPEAKER_03
Yeah.
2
SPEAKER_03
That s a pretty cool example.
2
SPEAKER_03
If you sell software, which most of the people on this webinar, I m assuming selling software, typically the people that you sell to are not the people that use the software.
2
SPEAKER_03
So in Jack s case, that s reaching out to a sales leader and mentioning one of the SDRs or account executives, if you re talking about self-sourcing.
2
SPEAKER_03
HR, I think, is another really kind of popular example to use as well.
2
SPEAKER_03
But that s like immediate.
2
SPEAKER_03
If I see an employee or a direct report of mine s name in a subject line, you re definitely going to open up that email.
2
100%.
2
SPEAKER_03
So I got some other kind of data on subject lines.
2
SPEAKER_03
And again, in about 10 minutes or so, you guys, we re going to dissect all of our emails and show you all of this stuff in action.
2
SPEAKER_03
And we re going to give you this document at the end, too.
2
SPEAKER_03
So interesting stuff from Lavender too.
2
SPEAKER_03
And some people were asking Lavender s data is it s based on 2023 and 2024 is the data that I m referencing.
2
SPEAKER_03
Questions reduce open rates.
2
SPEAKER_03
Putting numbers can reduce open rates.
2
SPEAKER_03
Punctuation, so question marks, exclamation marks can reduce open rates.
2
SPEAKER_03
And we already talked about first names.
2
SPEAKER_03
I m surprised it s only 12%.
2
SPEAKER_03
I think it also depends as with everything else we re sharing.
2
SPEAKER_03
The caveat is who are you reaching out to and are they in tech?
2
SPEAKER_03
Because if they re in tech, they probably get used to a lot of these tactics being done on them.
2
SPEAKER_03
Whereas if you re reaching out to people in like
2
SPEAKER_03
you know, transportation, operations and manufacturing plants.
2
SPEAKER_03
Like these people aren t like in the tech world, they might not be as used to being on the receiving end of some of these techniques, right?
2
SPEAKER_03
But I like some of these frameworks, you know, pointing out specific problems.
2
SPEAKER_03
So instead of talking about your AI powered enterprise CX tool, point out the Canada Goose chatbot page that s not working.
2
SPEAKER_03
One of the highest performing subject lines of a client I worked with, they sold an automated welding solution to manufacturers.
2
SPEAKER_03
They didn t put automated welding as the subject line.
2
SPEAKER_03
It was one word, it was welders.
2
SPEAKER_03
And it was 90 plus percent open rate.
2
SPEAKER_03
Because that s the number one thing they re thinking about is, Dakota s on the call.
2
SPEAKER_03
What s up, Dakota?
2
SPEAKER_03
That was my old client, Dakota.
2
SPEAKER_03
So that s the number one thing that was on their mind.
2
SPEAKER_03
Right, putting, this is a Jen Allen play.
2
SPEAKER_03
She likes to use this one a lot, right?
2
SPEAKER_03
Company initiatives from the CEO, IPOs.
2
SPEAKER_03
This is people on their team.
2
SPEAKER_03
This is the play that you just mentioned, Florin.
2
SPEAKER_03
Yeah.
2
SPEAKER_03
right, the rule of three, stacking some of these together, right?
2
SPEAKER_03
So I think subject lines, people tend to overthink, in my experience, like how to be really tricky and creative.
2
SPEAKER_03
But what I m getting from you two, correct me if I m wrong, is let s just be really short and simple.
2
SPEAKER_03
And Eric decided to be really obvious.
2
SPEAKER_01
And you can see the theme there.
2
SPEAKER_01
It s like all of those sound internal, like welders.
2
SPEAKER_01
That s something like a CEO would send to like their executive team.
2
SPEAKER_03
Yeah, yes.
2
SPEAKER_03
WTF, where are they at?
2
SPEAKER_03
No one wants to.
2
SPEAKER_00
Also, I got to give a shout to Dakota because he brings up a good one here that competitors, I think competitors is another really good one.
2
SPEAKER_00
Like for us, mix max, we have so many like now with the list is ever growing.
2
SPEAKER_00
But one word and that competitor and if you do your research properly, hopefully you do it right and you call out their
2
SPEAKER_00
the tool they re using, which is your competitor, but then you tie it back into how you differ, what you can do better.
2
SPEAKER_00
That s a really solid one.
2
SPEAKER_00
We ve done that internally for us, so it s been good.
2
SPEAKER_01
One thing that might be helpful, there s, uh, on, on X and they also have a sub stack.
2
SPEAKER_01
There s a page called internal tech emails.
2
SPEAKER_01
So they will literally document like very high level executives from Microsoft, like Facebook, et cetera, uh, document these emails that were in court cases.
2
SPEAKER_01
So they re public now.
2
SPEAKER_01
Just go and look at how, like these people talk like Zuckerberg, like Jack Dorsey, just look at their emails and you can learn some things about how executives communicate.
2
SPEAKER_01
That s cool.
2
SPEAKER_02
Oh man, that s really cool.
2
SPEAKER_02
Yeah.
2
SPEAKER_02
I m actually looking at this right now.
2
SPEAKER_01
That s not a tool.
2
SPEAKER_01
It s like a, it s a page on X and also as a sub stack.
2
SPEAKER_03
Tech emails.com.
2
SPEAKER_03
I just dropped into the chat there.
2
SPEAKER_03
Sign up for that.
2
SPEAKER_03
That s pretty cool.
3
SPEAKER_01
Oh man, this is really, really helpful you guys.
3
SPEAKER_01
Yeah.
3
SPEAKER_02
There was one from Sam Altman back in the day messaging Elon Musk.
3
SPEAKER_02
He sent like five paragraphs and Elon Musk was like, I agree.
3
SPEAKER_02
Like that s it.
3
SPEAKER_01
Um, okay.
3
SPEAKER_01
Let s talk one more piece.
3
SPEAKER_01
Uh, I want to talk call to actions.
3
SPEAKER_01
And then what we re going to do is just show you guys three examples of emails.
3
SPEAKER_01
Uh, Jack, I m going to drop this link into the chat for you to, um, just so you have this document that I have open right now.
3
SPEAKER_01
And then you can get your stuff ready to show us here in a second.
3
SPEAKER_01
Okay, cool.
3
SPEAKER_01
So this is data from Gong.
3
SPEAKER_01
And you know, what s kind of funny is things just, things can change, but this is what they found.
3
SPEAKER_01
And this was earlier part of last year that they shared this, I think, or it was the latter part of 2022.
3
SPEAKER_01
And it was, how do I end my emails?
3
SPEAKER_01
So if I end my emails asking specifically for time, if I ask an open-ended question versus just gauging the prospect s interest to get a yes or a no, what they found at the time was that the reply rate was two to three times higher
3
SPEAKER_01
If I ask an interest-based question because it s low friction, right stuff like this open to learning more Does it make sense to connect like basically getting a yes to something smaller than committing their time to you?
3
SPEAKER_01
versus high friction Open-ended emails that ask a question like this so I m curious what you two are seeing because I
3
SPEAKER_01
In my assessment in sending a lot of these emails and working with a lot of customers that do, it s not that the specific calls to action that ask for time are bad, it s just that if you just end every single email with a specific ask for time,
3
SPEAKER_01
it just gets kind of draining for the prospect.
3
SPEAKER_01
And I feel like it can be a little aggressive and, and get a lot of unsubscribes if you do too much of it.
3
SPEAKER_01
But Florin, I ll start with you.
3
SPEAKER_01
What have you seen in terms of like call to actions, like how to kind of end the email?
3
SPEAKER_01
in a great way, what style of call to action are you?
3
SPEAKER_02
I think you haven t really earned the right to ask for time and like, for example, a first email.
3
SPEAKER_02
And that s the thing, right?
3
SPEAKER_02
So if you say, are you free to meet tomorrow?
3
SPEAKER_02
Like, in my mind, if I m not free, it s just an extra little bit of friction.
3
SPEAKER_02
So yeah.
3
SPEAKER_02
If you think of like in the grand scheme of things of sending hundreds or thousands of emails, like every single little step of friction that you add is probably going to cause a little bit of a drop off.
3
SPEAKER_02
So the way that I look at these things, it s not like if you have an interest based ETA, you re automatically going to book a meeting.
3
SPEAKER_02
It s more like death by a thousand paper cuts.
3
SPEAKER_02
Like you want to get 10 things right so that you re increasing your chances, because at the end of the day, outbound and
3
SPEAKER_02
uh, prospecting in general is, uh, a high volume plate in the longterm.
3
SPEAKER_02
So I always use interest-based CTAs.
3
SPEAKER_02
Sure.
3
SPEAKER_02
A lot of people are using them now.
3
SPEAKER_02
So the appeal kind of went away.
3
SPEAKER_02
And I mentioned that in the comments, I think you just have to change it up a little bit, um, with the interest-based CTA to keep the low friction.
3
SPEAKER_02
And I actually use an example of an interest-based CTA.
3
SPEAKER_02
That s a little bit different in the email.
3
SPEAKER_02
We ll show Jack.
3
SPEAKER_00
Very much the same.
3
SPEAKER_00
I think we, for the, there was a time when every email you asked for a time, or you just drop your calendar link, you know, schedule here.
3
SPEAKER_00
I think those times are so far gone where, again, we re touching on low friction.
3
SPEAKER_00
And I think it s just because there s just thousands of emails that people are getting daily, hundreds, thousands, you know, whatever you want to call it.
3
SPEAKER_00
So you want to make it as quick and to the point and yes, no interest, you know, does this look interesting?
3
SPEAKER_00
Does this sound like something your team could find value in?
3
SPEAKER_00
Something as simple as that.
3
SPEAKER_00
I mean, I got to give a, you ll see it in my email too, but I m also a really big fan of our own internal tool, MixMax with polls.
3
SPEAKER_00
Um, I have to give a shout because we, we eat our own dog food over here, but literally just giving people an option, just click a button, let you know, you know, ask the, ask the call to action, you know, Hey, does this look interesting?
3
SPEAKER_00
Yes.
3
SPEAKER_00
Learn more.
3
SPEAKER_00
Maybe not interested.
3
SPEAKER_00
Go away.
3
SPEAKER_00
one click and then you re onto the next.
3
SPEAKER_00
So just eliminating as much as possible and giving people an easy in or out, whatever that may be, has been a huge, huge help.
3
SPEAKER_01
Yeah.
3
SPEAKER_01
I think if you think of email like traffic, you know, traffic, when it s really bad, when you re driving around and it s really congested, you re always looking for ways to like eliminate unnecessary decision-making.
3
SPEAKER_01
So you don t want to have to swerve around or change lanes.
3
SPEAKER_01
All of that just is really exhausting over time.
3
SPEAKER_01
If you think about email in a similar way, the total volume of email that gets sent grows substantially every single year.
3
SPEAKER_01
So that person s inbox is getting more and more flooded, literally on a monthly basis.
3
SPEAKER_01
So if you re doing, Jack, like what you suggested, how do I just make it easier to interact with this email and do it in a click instead of replying to it?
3
SPEAKER_01
That s reducing friction and making things easier to get around.
3
SPEAKER_01
All right, I was looking at some of the stuff in the chat.
3
SPEAKER_01
I m loving some of the stuff in the chat here.
3
SPEAKER_01
Yeah, all of these CTAs that you guys are sharing in the chat are great.
3
SPEAKER_00
I love them all.
3
SPEAKER_00
Yeah, y all got good CTAs.
3
SPEAKER_01
Yeah, this one s like an advanced, this is like a 300-level version, I feel like, of what we re talking about that Michael Bunch shared.
3
SPEAKER_01
Cool if I share a tool that s getting 40% more first call answer rates with you.
3
SPEAKER_01
It s interest-based, yes or no, and it s got the value packed into the CTA, so love it.
3
SPEAKER_01
Okay, without further ado, you guys, let s get to the email.
3
SPEAKER_01
So Jack, you want to share your screen and kind of open up, show us the email.
3
SPEAKER_01
And what we re going to do, everyone, is really kind of have each one of us, we re going to reverse engineer how we wrote the email, where we found the things, because the personalization piece I think is the big thing.
3
SPEAKER_01
that everyone wants to see.
3
SPEAKER_01
And I m curious, Jack, give us a little context into the person you re reaching out to, why you decided to reach out to this person, what you put in the job ad, all that kind of stuff.
3
SPEAKER_00
Yeah, yeah, totally.
3
SPEAKER_00
So I ll start with my email.
3
SPEAKER_00
So I ll give you a minute to read through this.
3
SPEAKER_00
But basically, Sergio Taylor, she is the head of sales training and operations for a tool called backpack that basically is a writing assistant for
3
SPEAKER_00
Students, teachers, mainly universities they work with.
3
SPEAKER_00
What I started with here is, I m a big fan right now, I said in the chat, job postings.
3
SPEAKER_00
That s my number one signal that I love looking at and that we re in the sales engagement space.
3
SPEAKER_00
We can gather a lot of context as to who they re hiring for, whether it s an AE, FCR, whoever, and how their approaches.
3
SPEAKER_00
Are they full cycle reps?
3
SPEAKER_00
intent this person they re hiring for is full cycle.
3
SPEAKER_00
So that means they re generating pipeline and closing deals, which is a tough task.
3
SPEAKER_00
I m sure there s plenty of people in the chat that have that same duty.
3
SPEAKER_00
So I think we can help her in her initiative there.
3
SPEAKER_00
So this is my email, you know, kind of going through it, calling out that I noticed they re hiring and this is their hiring, their job posting.
3
SPEAKER_00
So I m going to show you all exactly like what I was looking at, what got me sparked to write this email.
3
SPEAKER_00
So from here, there s a lot that you can read through.
3
SPEAKER_00
The big one here is like, how are they adding value to the team, this new hire, which is their account executive.
3
SPEAKER_00
And it kind of just tells it right here where we can play in.
3
SPEAKER_00
Their full cycle, AEs, generating new business, and driving revenue, closing deals.
3
SPEAKER_00
So that s a tough task.
3
SPEAKER_00
And if they don t have the right tool in place, that s going to be really, really tricky to balance.
3
SPEAKER_00
So that s where I think we can help.
3
SPEAKER_00
And now, who do I reach out to?
3
SPEAKER_00
Unfortunately, this job posting doesn t really say who is really responsible for this hire.
3
SPEAKER_00
Sometimes job postings will say this person will report to the director of sales, SDR manager, VP, whoever.
3
SPEAKER_00
So it didn t really say that.
3
SPEAKER_00
So I m just kind of going with my gut.
3
SPEAKER_00
But when I look at Sarah Jo Turner, her LinkedIn Sales Nav profile, this is what I see.
3
SPEAKER_00
She s head of sales training.
3
SPEAKER_00
And she actually gives a really good thorough analysis of what her job entails.
3
SPEAKER_00
So she is really big on the sales training side, onboarding side.
3
SPEAKER_00
So I know this new rep is going to go through Sarah or Sarah Joe at some point or right off the cuff.
3
SPEAKER_00
So I definitely want to get in touch with her.
3
SPEAKER_00
Um, so that s how I kind of game plan this email and I didn t, it didn t take me too much time.
3
SPEAKER_00
I think that s why I want to be clear.
3
SPEAKER_00
I m kind of explaining it.
3
SPEAKER_00
It s probably taking years for me to get it through.
3
SPEAKER_00
But this was really quick.
3
SPEAKER_00
Saw on their website, they re hiring.
3
SPEAKER_00
Cool.
3
SPEAKER_00
Saw it.
3
SPEAKER_00
Then I went to their page.
3
SPEAKER_00
I know exactly who our personas are.
3
SPEAKER_00
And Sarah was the first one that jumped to my eye.
3
SPEAKER_00
So this is my email.
3
SPEAKER_00
So I kind of started off calling out their new hire that they re
4
SPEAKER_02
trying to hire for right now, the challenge.
4
SPEAKER_02
This is the blend of the social proof, the challenge that they re facing or they re probably facing and other sales leaders are facing right now.
4
SPEAKER_02
What I did here is I actually added in a current client of ours that had their AEs basically doing the same thing, booking and closing deals.
4
SPEAKER_02
Once they got to us and switched,
4
SPEAKER_02
they now are booking 15 meetings per month.
4
SPEAKER_02
So I wanted to call that out in this first email, and I actually bolded it.
4
SPEAKER_02
Some people may not be fans of this.
4
SPEAKER_02
I like it.
4
SPEAKER_02
I want their eyes.
4
SPEAKER_02
And I think this is also, it s kind of cool, Jason, you shared that heat map of where their eyes go to.
4
SPEAKER_02
So hopefully this kind of is in that heat map section, but I wanted to bold what I want their eyes to go to.
4
SPEAKER_02
And then lastly, my CTA, same thing we kind of talked about.
4
SPEAKER_02
is yes or no, but I gave them options.
4
SPEAKER_02
So here, this is Mix Max.
4
SPEAKER_02
It s a poll.
4
SPEAKER_02
Quick click, they tell me if they want more info or if they re not interested.
4
SPEAKER_02
And then I added a PS, so kind of calling out this feature that we help teams do it.
4
SPEAKER_02
And I did similar what Florian mentioned, kind of calling out a rep on their team in my PS section, saying, hey, if you want to have one of your veteran reps try this out, like Morgan, happy to do so.
4
SPEAKER_01
That s it.
4
SPEAKER_01
So do you have a couple of questions on this, just cause people are asking, do you find open rates being affected at all when you drop media like this into the email?
4
SPEAKER_02
So we ve actually, I mean, obviously we ve been doing this.
4
SPEAKER_02
I ve been at mix max for over five years now and we actually see it go higher, which is ironic.
4
SPEAKER_02
Um, cause some, I think that s the big thing that a lot of people worry about.
4
SPEAKER_02
And we get questions about this from our own, um, prospects, but,
4
SPEAKER_02
We haven t seen a drop, if any.
4
SPEAKER_02
So that s actually a good sign that this is working.
4
SPEAKER_02
It obviously depends on maybe security that they have with their email provider, but we haven t seen a huge dip at all with dropping these in.
4
SPEAKER_01
Yeah, I used a lot of polls.
4
SPEAKER_01
I haven t seen a drop.
4
SPEAKER_01
The way that I would kind of think about media, you guys, is all marketing emails are HTML emails.
4
SPEAKER_01
And marketing emails don t go straight to a spam folder.
4
SPEAKER_01
and they have links and they have, you know, they have images in them.
4
SPEAKER_01
A lot of it is, um, one, the reputation of the sender, uh, two, if your email gets sent to spam or not.
4
SPEAKER_01
And then three, how many people at that same company are you reaching out to at the same exact time with the same type of email copy?
4
SPEAKER_01
Yes.
4
SPEAKER_01
So it s something to test.
4
SPEAKER_01
I really like this feature.
4
SPEAKER_01
If we kind of backtrack a bit, Jack, what were the options of things that you considered or would consider looking at a prospect besides job postings?
4
SPEAKER_01
And by the way, job postings are great.
4
SPEAKER_01
They apply to almost everyone here on the call.
4
SPEAKER_01
Like look for people hiring in the departments where your solution helps.
4
SPEAKER_01
What are the other options of things that you would have looked for?
4
SPEAKER_02
So it s great because getting on this call with y all, I have so many more signals that I ve been opened up to that I am now going to challenge myself to get.
4
SPEAKER_02
But my biggest thing that I ve always been guilty of going and jumping to is their LinkedIn profile.
4
SPEAKER_02
If they have something on their LinkedIn profile, I know they want people to see it.
4
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They want people to, they want to draw attention to it.
4
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So I want to be sure whatever is there, how can I tie it back?
4
SPEAKER_02
So again, I think one big thing is under their current job posting or their current role.
4
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Look for this.
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If they have something here, you re more than likely going to have some gold that you can drop into your email and tie it back into your pitch some way, somehow.
4
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So this is definitely always an option.
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SPEAKER_02
I think another one that I did in my PS section is I looked for, um, you know, reps, whether it s a new, a brand new rep.
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SPEAKER_02
And I think Florence is going to talk about that.
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Cause I was in his email.
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Mine was talking about more veteran reps that may be in a way.
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Stuck in their ways or have like their own flow in a way, but I want to like really test them with our tool.
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Cause if they like it, then that is really going to call attention to, okay.
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SPEAKER_02
Our veteran rep really likes this.
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We should get it.
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and consider it for the others.
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So I think that s another one, whether it s new reps or veteran reps, something to call out.
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The last one I ll leave with is if you are similar to us where you have obviously direct sales clients that work hand in hand with sales coming on as with, you know, as clients, but if you have self-serve clients as well, so we balance both sides of the fence, that s a huge one that you can pull like current usage
4
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who s using the tool, how are they using it, and then go after other leaders or whoever persona is at that account to say, hey, your team s using it.
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Here s how much they re using it.
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You should probably take a look at it.
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Does it look interesting?
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So those are kind of mine.
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I think the key principle there with Jack, for everyone watching, is you know what the common three to five patterns are that you re looking for each time.
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SPEAKER_01
so that you don t waste a bunch of time.
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Like, I think the worst thing you can do is just get on Google and Google a company, or go into a person s LinkedIn profile and have no idea really what you re looking for.
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SPEAKER_01
It s kind of like going to the grocery store and just combing every single aisle versus, oh, I came here because I wanted to make pizza tonight, right?
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SPEAKER_01
The pizza dough s over there.
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Tomato sauce is probably next to it.
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All right, I m good.
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Let s take off, right?
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So knowing those patterns in advance.
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SPEAKER_01
One question Sean and a bunch of other people want to know about,
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Cause I mentioned this, what would be the max amount of people to reach out to at one time?
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So do you have guidance around?
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Cause it s, it s there s guidelines around how many people you should reach out to in a day typically, but more specifically, how many people at the same company should you reach out to at the same time?
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SPEAKER_02
This is a really, really good question.
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Um, and I actually, I m really curious from y all s perspective too, but I ve always told my team, uh, at least three.
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five max.
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We ve seen this and this is just ours.
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So it could be different and just, um, you know, who you re selling to, but we re selling to sales teams.
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So,
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We obviously have a common structure of who makes decisions, who really is steering the ship.
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But every organization is different.
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We re learning every day.
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So we don t want to go in only targeting that one person we worked with at a previous account, because that could be the wrong person.
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That really isn t even remotely.
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So three to five is normally what I tell my team.
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And we ve actually seen it where if you are going after that three to five range,
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it s going to at least catch someone s eye and it s going to get forwarded or at least passed along.
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Internal conversations are going to start up.
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And we ve actually seen that happen.
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A lot of our emails have gotten forwarded and then meetings get booked or conversations start.
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So that s normally what I ve told my team, but yeah, curious what y all think.
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SPEAKER_00
Yeah, I think it s contextual.
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SPEAKER_00
So if you re selling it to like larger enterprise and you can sell into different divisions and multiple teams,
4
SPEAKER_00
I think you can do more, but the general rule of thumb is always three to five for a standard company or at least within that same division.
4
SPEAKER_00
It also depends.
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SPEAKER_00
If you have multiple domains, typically you wouldn t want to send more than 30 emails per day from one domain because it could lead to deliverability issues.
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But if you re actually rotating domains,
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then that opens things up a little bit more for you.
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I think the thing that s important though is you want to make the emails to each one of those people a little bit different, in my opinion.
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SPEAKER_00
The way that I think about breaking into an account is going above versus below the line.
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SPEAKER_00
So below the line is usually like
4
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ICs, maybe managers that can probably provide you some insights into the problems.
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SPEAKER_00
And then above the line is you actually go to the VPs, the executives with the insights that you have from the people below the line to actually like show a well-researched thought as to why they should have a meeting with you now. 100%.
4
SPEAKER_01
That s a really great technique too, especially for large enterprise or strat sales is.
4
SPEAKER_01
You would never want to show up to a call with a vice president and pepper them with a bunch of questions you could have easily found answers to.
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SPEAKER_01
That s a terrible way to start a sales motion with those folks.
4
SPEAKER_01
So the consensus, there are three to five contacts at a time, at least, that you re working at a company.
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And what you want to avoid is sending the same email to five different people at the same company at the same time.
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That s the type of stuff that you want to avoid.
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It will get your domain flagged.
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I ve had clients whose accounts that are working flag their domain so that no emails can go through from their domain.
4
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Okay.
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SPEAKER_01
I m going to run through my example real quick and I want to save a bunch of time for yours, Lauren.
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So my example is a solution that helps with DevOps.
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So for those of you guys that are unaware, DevOps is essentially sales enabled
5
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but for engineers.
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SPEAKER_01
So DevOps exists to either make a software engineer s life easier with all of the manual work that they do around coding.
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So there s all kinds of busy work that comes up for a developer or development team outside of coding, and they want them to spend more time on the coding.
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SPEAKER_01
So with that being said,
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The company, my client, I removed the client and kind of the specifics there, but essentially what we want to look for is what is proof, and this will answer, someone had, Mark Banbury had a question, what do you mean by three to five common patterns for personalization?
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This will kind of answer the question for like, what do I put in the first line of the email as the reason that I m reaching out?
5
SPEAKER_01
The reason is the thing that you suspect is going on that is causing a problem that you could help with.
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SPEAKER_01
So the thing that makes a developer s life really hard, for example, is if I m looking at a company,
5
SPEAKER_01
And I see that they re releasing a lot of new features, a lot of new product updates, et cetera.
5
SPEAKER_01
So when I look at this person s profile, I see that he works for Conga.
5
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Okay, cool.
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One of the first things that I could do is a job posting search.
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I m gonna show you that in a second.
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But really the thing that I like to do,
5
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Let me know if you guys have ever done this before.
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SPEAKER_01
I ll drop this into the chat.
5
SPEAKER_01
Give us a yes or a no.
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SPEAKER_01
Do you guys use this Google, this Boolean operator of putting site, colon, and then the website?
5
SPEAKER_01
And what this allows you to do is like a Google search within the actual website instead of using their search bars, which always suck.
5
SPEAKER_01
Give me a yes or a no if you use this.
5
SPEAKER_01
This is like a way to instantly find stuff that you re looking for without having to go to the website.
5
SPEAKER_01
Like, honestly, if this was like one of the few things that you took from the webinar, this saves you so much time.
5
SPEAKER_01
So basically what I did is I said, Hey, in conga.com, their website, let me just look and see if they have a product launch calendar.
5
SPEAKER_01
And Oh, what do you know?
5
SPEAKER_01
They do have a product launch calendar.
5
SPEAKER_01
Let s click on it.
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SPEAKER_01
So this basically shows all of the things that they re deploying and have deployed and are going to deploy in their product.
5
SPEAKER_01
So if I wanted to, literally I could just pull anything off of this product roadmap and say, Hey, I saw that you guys released X amount of features this year so far, or, Hey, I saw that something really big coming up in June of 2024.
5
SPEAKER_01
is a product launch series around ABC ENF projects, right?
5
SPEAKER_01
So I could go through and point out some of those things.
5
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What I decided to do instead was go for the job postings because it s kind of low hanging fruit, right?
5
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They have 35 job openings and I looked for developer.
5
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I looked for engineer.
5
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Let s see what pops up here.
5
SPEAKER_01
There it was, engineer.
5
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So one thing that stuck out to me a lot about them is they have a lot of different types of engineers that they need with different types of experience and different types of languages that they code in.
5
SPEAKER_01
So standardizing, I ll drop it into the chat again for you, Shailen.
5
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That s the formula.
5
SPEAKER_01
It s site colon, and then you put their .com right there, and then you can put a keyword search.
5
SPEAKER_01
So what I decided to do, I ll go to my example, is I decided to look and see, hey, they re engineers and developers.
5
SPEAKER_01
They re looking for people with a lot of different type of experience.
5
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And that s what I m going to point out in the email.
5
SPEAKER_01
I m going to put those languages.
5
SPEAKER_01
So I use the rule of three subject line.
5
SPEAKER_01
I use those languages that they need their developers to code.
5
SPEAKER_01
The problem statement, hey, with all these different skill sets across the team, avoiding context switching, that s the number one thing that these DevOps people complain about, is that their engineers have to do too much context switching.
5
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Creates unnecessary toil across the org.
5
SPEAKER_01
Social proof, Cisco s team is using our solution to enable developer agility, get engineers self-serving, reduce new developer onboarding time.
5
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Worth a quick chat as you scale the team at Sama.
5
SPEAKER_01
Cool, that s the email right there.
5
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It s less than five word subject line, internal camouflage, personalizations relevant to them, points out a specific challenge, social proof, it s got the value, simple CTA, all of that kind of stuff.
5
SPEAKER_01
So Ferris asked, how do you know the issue with context switching?
5
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I know this issue because one of the exercises that you can do, this is the very first exercise I do with the sales team when I work with them is we do a messaging workshop.
5
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And we say, Hey, Jack, Florin, you guys sell to DevOps leaders every day.
5
SPEAKER_01
Let s come up to a consensus as a team with like, what are their common goals that they have when they hop on sales calls with you?
5
SPEAKER_01
What do they want to accomplish?
5
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How do they get the job done?
5
SPEAKER_01
So current solutions, if they re not using your solution, what are they using instead?
5
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And then what problems does that create for them?
5
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And then what do they ultimately want?
5
SPEAKER_01
So it s, what do I want to get done?
5
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How do I get it done right now?
5
SPEAKER_01
What are the problems that I have?
5
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And then ultimately what are the outcomes that I want to accomplish?
5
SPEAKER_01
So priorities, current state or solution, problems, desired future state.
5
SPEAKER_01
That messaging matrix, what you ll find is that 80% of the people you sell to fit into one or two of those categories.
5
SPEAKER_01
And that if you go niche enough in an industry and you focus on the same persona, 80, 90% of the people like talk the same language about that thing.
5
SPEAKER_01
and I ll drop it into the chat again for you guys.
5
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If you do that exercise, that ll give you all of the language that you need to plug into your email.
5
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Yeah.
5
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The other thing you can do there, I think customers should come up with your messaging.
5
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Like if you have G2 reviews or Trust, Radius, Pilot, whatever, just go look at how your customers are talking about the problem and like try to find snippets of very similar phrases
5
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that they use.
5
SPEAKER_02
The other thing you can do, this is a bit more time consuming, but if you can try to interview some customers, maybe like three to five, like your best top accounts and personas and just ask them, be like how in a cold email, if you were to like write out the problem we re solving, what s the sentence you would use and pick up themes.
5
SPEAKER_00
Yep.
5
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That s a big one.
5
SPEAKER_00
We ve recently gone back to our gong recordings and just listened to
5
SPEAKER_00
You know, because it s one of those things, like if you kind of run into droughts, like days where you re just not getting anything, it s like, okay, I must be missing something.
5
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Go and listen to your gong calls.
5
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Customers are huge because they re obviously using it, but prospects too.
5
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Listen, read.
5
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I know it s cringe, I m sure, listening to yourself, but go and listen to what they re saying and copy exactly that into your emails.
5
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Like talk about those problems.
5
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That s a big one.
5
SPEAKER_00
Yeah.
5
SPEAKER_01
Lawrence, do you want to share your screen?
5
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Uh, yeah.
5
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Quick question on the product launch.
5
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Does every company have that by the way?
5
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Cause that s like the craziest hack.
5
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If you re selling intention, I m just curious.
5
SPEAKER_01
Yeah.
5
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Most of the big companies have a product release like calendar.
5
SPEAKER_01
And then they also have documentation of all of the edits and updates that they make to their product.
5
SPEAKER_02
Yeah, that s crazy.
5
SPEAKER_02
You can look, that s a, that s a subject line right there.
5
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Each project or releases a subject line.
5
SPEAKER_02
That s like automatic open.
5
100%.
5
SPEAKER_00
Especially if it s like a product launch where go to market team s going to get that out.
5
SPEAKER_00
That s another one.
5
SPEAKER_00
Like.
5
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that you could use.
5
SPEAKER_00
You re gearing up for this, I m sure.
5
SPEAKER_00
Oh, man.
5
SPEAKER_00
Yeah, you basically just changed the game, Jason, with that one.
5
SPEAKER_00
That was crazy.
5
SPEAKER_00
Yeah, it s a fun one.
5
SPEAKER_01
Go ahead, Lauren.
5
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We ve got about five or six minutes left.
5
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Let s take a look at your email.
5
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keep it pretty simple.
5
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It s difficult to follow that one up.
5
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I was like, damn, that s a lot of value.
5
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But okay.
5
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So mine was for a company called Hyperbound.
5
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They have, it s like AI buyers.
5
SPEAKER_02
You can essentially tune these AI bots to run like mock discovery calls and even demos and stuff like that.
5
SPEAKER_02
Or if you re releasing a new product, you can help your reps like go through objections.
5
SPEAKER_02
So it kind of goes back to this idea, what are the themes of what you ultimately help with?
5
SPEAKER_02
So for HyperBound, one of the things is ramping reps.
5
SPEAKER_02
So the first thing I m thinking about automatically is, OK, I either I m going to look at job postings to see what companies are hiring SDRs or what companies have actually just hired
5
SPEAKER_02
SDRs that are now currently in a ramp period, right?
5
SPEAKER_02
Now, the other thing you can do as well, which I think might be a little bit of a hack that s interesting, a lot of people when they get a new job, they re going to post about it.
5
SPEAKER_02
So what you could do in the search bar is even just type in starting a new position as a sales development rep and see in the last week how many people
5
SPEAKER_02
have started in sales development reps and then go find all those lists of companies.
5
SPEAKER_02
So one person that I found was Robert here.
5
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He just started at Stencil.
5
SPEAKER_02
So automatically, the first thing that I did was go on Stencil s page.
5
SPEAKER_02
I also saw that they re selling to very large enterprise customers.
5
SPEAKER_02
This typically means that the conversations and the buyer is very complex.
5
SPEAKER_02
So having role plays of different situations is probably going to be helpful because ramp times when you sell to large enterprise are larger.
5
SPEAKER_02
So problem is likely bigger.
6
SPEAKER_00
I found this specific person, Connor, who runs the sales development side of things there.
6
SPEAKER_00
The first thing I did, I put ramp for robber.
6
SPEAKER_00
Right now, Connor is obviously thinking about ramping up robber because he just started.
6
SPEAKER_00
Three words, called out the SDR by name.
6
SPEAKER_00
Then what I did here, again, observation.
6
SPEAKER_00
Saw that you re brought on, Robert, and I called out the specific enterprise logo names off of their website or on that LinkedIn page, as you saw here.
6
SPEAKER_00
Super simple to do.
6
SPEAKER_00
You don t need to use any crazy tools for that.
6
SPEAKER_00
Then you kind of get into, this is what I m talking about, like tying the context to things.
6
SPEAKER_00
So, okay, what is the problem with Robert starting now and selling to large enterprise companies?
6
SPEAKER_00
That is the key sentence for me in every email.
6
SPEAKER_00
And the problem is that when you have complex buyers, helping them run fast is critical because it could take like three, four, five, six months before they start booking meetings.
6
SPEAKER_00
Then I go into social proof, specifically how we solve for that problem and the results that we ve gotten.
6
SPEAKER_00
And then this is what I was talking about earlier, where this is an interest-based CTA, but I m not just saying, are you interested?
6
SPEAKER_00
I want to finish off the email with a thought for Connor to be like, hey, do you want to give Robert a test run for free?
6
SPEAKER_00
So I highly recommend if you are able to provide like a free trial or somebody can run in this case with HyperBound, a free simulation, like off the bat, give them a very low hanging fruit or like frictionless experience.
6
SPEAKER_00
Like, hey, just go try it out for free.
6
SPEAKER_00
There s nothing that you really need to do.
6
SPEAKER_00
You don t we don t have a meeting right away.
6
SPEAKER_00
And then after that, if they re blown away, you can actually book that meeting.
6
SPEAKER_00
Now, I took it a step further with the PS.
6
SPEAKER_00
So the PS, I use it in a few different ways.
6
SPEAKER_00
I think if there s some random kind of personalization that doesn t fit into the email, maybe it s like the city that they re in, or they mentioned that they love like pizza or their hobbies, instead of trying to create an analogy in that email, just like show that extra level of personalization, the PS, or in this case, I used it to,
6
SPEAKER_00
talk about another thought.
6
SPEAKER_00
I actually researched and saw that Brandon and Grace have been SDRs there for two plus years.
6
SPEAKER_00
You can also use it for these different things.
6
SPEAKER_00
Or the other thing you can do, you can actually make this PS the second email, which is now going to be a bump up email.
6
SPEAKER_00
And that s all you need to say.
6
SPEAKER_00
You don t need to write a full new email, just one sentence, bump it up.
6
SPEAKER_00
Okay, this is interesting.
6
SPEAKER_00
It s different than just saying, hey, I m following up.
6
SPEAKER_00
So I d be pretty confident if we send this email to Connor, we d get
6
SPEAKER_00
a reply or a forward, or at least some kind of answer.
6
SPEAKER_01
Yup.
6
SPEAKER_01
So Maddie said, how did you find the Connors Roberts manager?
6
SPEAKER_01
You re just kind of using deductive reasoning I would imagine based on the size of the team.
6
SPEAKER_00
Yeah.
6
SPEAKER_00
In this case, I look like I m not even using sales navigator just so for the people that don t have access to like expensive tools, like you can literally just go here and search up a different people.
6
SPEAKER_01
Yeah.
6
SPEAKER_01
Tyler said this is one of his accounts today.
6
SPEAKER_01
That s funny.
6
SPEAKER_01
I dropped a link, you guys, to this playbook in the chat here.
6
SPEAKER_01
Make a copy of that.
6
SPEAKER_01
Lauren, good stuff.
6
SPEAKER_01
What I really like about what you did in that email is that it flows very nicely and it s very connected and doesn t feel like scatterbrained, which is so hard to do.
6
SPEAKER_01
But I think like one of the things there is like you re looking at all of the different situations that might happen.
6
SPEAKER_01
And it s like, I think that s like sequencing mastery is when you have a sequence for every common situation that you come across to where it s just like, which sequence do they fit in?
6
SPEAKER_01
And then let me slightly tailor it.
6
SPEAKER_01
Right?
6
SPEAKER_01
Okay, we got to run here in a minute.
6
SPEAKER_01
Grab the link there in the chat that I dropped.
6
SPEAKER_01
I got two more links for you.
6
SPEAKER_01
Three more actually.
6
SPEAKER_01
The free cold email starter pack for Magical is in there.
6
SPEAKER_01
Mixmax, my sales engagement tool of choice.
6
SPEAKER_01
Go check that out.
6
SPEAKER_01
They just launched a HubSpot integration.
6
SPEAKER_01
So I was super excited.
6
SPEAKER_01
Hit me up.
6
SPEAKER_01
HubSpot.
6
SPEAKER_01
Send me a LinkedIn message if y all are interested.
6
SPEAKER_01
Lauren, last but not least, you ve got a cool email course that if people want more advanced stuff like this, do you want to drop that into the chat and maybe give a quick blurb about it so people can go check it out?
6
SPEAKER_00
Yeah, a hundred percent.
6
SPEAKER_00
So just very quickly, like this is something that I m obviously very passionate about.
6
SPEAKER_00
I used to answer a lot of questions and I was like, why don t I just build a course?
6
SPEAKER_00
I have three hours of videos where I go deep into like copywriting into emails and building out sequences.
6
SPEAKER_00
So it is on my LinkedIn profile.
6
SPEAKER_00
And I am also just going to quickly drop the link here and we ll get you all on your way.
6
SPEAKER_00
Thank you all so much.
6
SPEAKER_01
There it is.
6
SPEAKER_01
Thank you, fellas.
6
SPEAKER_01
This is a great webinar.
6
SPEAKER_01
That s all I got for you guys today.
6
SPEAKER_01
We ll email out the replay to you guys if you want it, and we ll include all of these links to you guys as well.
6
SPEAKER_01
That s all I got.
6
SPEAKER_01
We ll see you.
6
SPEAKER_00
Awesome.
6
SPEAKER_01
Thanks, y all.
6
SPEAKER_01
See ya.