Best (and worst) practices for sales development emails

Best (and worst) practices for sales development emails Matt Heinz President, Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com Housekeeping • Feel free to madly scribble notes, but you can also have a copy of this deck • You can also have (for free!) copies of: • • • Full Funnel Marketing (my new book) Our ABM Workbook (including all templates) My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want I am serious about the bacon Get ready for the bad… The “apology” The “did you get my last email…” The “did you get my last email…” The “last attempt before we break up” The “I’m going to make you all the work” The “do you have 15 minutes” The “no I’m never going to stop…” The “Alligator” From Bad to Good… Brevity • You have seconds • Get to the point • Think in terms of stages… Subject Lines • Short • Tease • “Open the envelope” • Write the first • Always write 2-3 versions Email Length • 100 words or less • The earlier your relationship, the shorter the email Salutations • Are you on a “hey” basis • Do you really want to drink with them? • Michael vs Mike Share & Teach vs Ask • Don’t make them work • Registration-free content • Reframe Images, Files & Attachments • Don’t use them Be CAREFUL about mail merge • What’s your QA process? Think Context • Time of day? • Day of the week? • Level/role? • After or before what? Trigger Events break the ice… • Personalize • 3x3 research Integrate channels • Email, phone, social, direct mail • These best practices apply to all of them! Housekeeping • You can also have (for free!) copies of: • • • Full Funnel Marketing Our ABM Workbook (including all templates) My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com [...]... What’s your QA process? Think Context • Time of day? • Day of the week? • Level/role? • After or before what? Trigger Events break the ice… • Personalize • 3x3 research Integrate channels • Email, phone, social, direct mail • These best practices apply to all of them! Housekeeping • You can also have (for free!) copies of: • • • Full Funnel Marketing Our ABM Workbook (including all templates) My award-winning*