Slides of a webinar given by Colin Nederkoorn, CEO of Customer.io and Steli Efti, CEO of Close.io. Details & audio recording: http://blog.close.io/webinar-drive-sales-engagement-with-triggered-emails

1. C l o s e m o r e d e a l s w i t h emai l

2. !
You’re
not
sending
enough
email!
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

3. Why you need to use email for sales
!
* One-to-many, Asynchronous & Global in reach
!
* Lead Generation (Outbound) + Activation (Inbound)
!
* Scheduling
!
* Follow Up
!
* Negotiation / Closing
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

4. What kind of emails?
!
* Personal
!
* Triggered / Drip (automated & event driven)
!
* Autoresponders ( email courses, ebooks, whitepapers, etc)
!
* Newsletters
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

5. h:p://close.io/free-­‐sales-­‐course/

6. !
Sales
Email
Basics
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

7. !
Step 1: Open your email (Subject)
!
* Subject lines are key ; focus 80% on them, 20% on content
!
!
* Write like a human ( no caps, no marketing speak)
!
* Be personal & brief ( use names, test questions? )
!
* Raise curiosity
!
* Deliver what you promise
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

8. Step 2: Read your email (Content)
!
* Be Personal & Brief (no longer than 2 paragraphs)
!
* Structure:
!
1) Who is this?
2) Why should I keep reading?
3) What is the value for me?
4) Is this credible?
5) What are the next steps?
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

9. Step 3: Respond to your email (Call To Action)
!
* Every email needs a strong call to action
!
* Make it clear that you’re talking to me
!
* Eliminate decisions / complexity / choice
!
* Click this link or/and hit reply and answer my request/question
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

10. Step 4: Follow up
!
* What’s your follow up strategy? (before sending the 1st email)
!
* Personal: Binary - Yes/No. I follow up till I get a result
!
* Automated: 4-6 follow ups
!
* Tool: Followup.cc
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

11. !
Outbound
Sales
Emails
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

12. How to get almost anyone’s email address
!
* LinkedIn (for in depth profile info)
!
* Data.com (for contact info)
!
* Rapportive (test email syntax variations)
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

13. Warning! Do not try to use Customer.io for “cold”
emails
!
Against our ToS
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

14. Cold Email 2.0 (Predictable Revenue, Aaron Ross)
!
* 1-2 levels above your decision maker
!
* Very brief
!
* Ask for referral down in the org
!
* 10-30% success rate
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

15. Subject: Hello From Adroll!
Hi John + Colin,
!
This is Matt from AdRoll -- are you familiar with us?
!
We are the leading retargeting platform, and I think a lot of what we offer
would be of great benefit to growing the Customer.io customer base. Do you
handle online marketing/customer acquisition for Customer.io?
!
If so, would you be amenable for a 10-15 exploratory call where I could learn a
little bit more about your business and discuss how AdRoll's highly-targeted ad
suite might help grow your customer base?
!
If there is someone better to get in touch with over there, please let me know.
Thanks!
!
Best,
Matt
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

16. CAN-SPAM Compliance
!
* Don’t need to have permission to contact people
!
* Provide a mechanism for people to opt out.
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

17. !
Inbound
Sales
Emails
Example:
HubSpot
(B2B)
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

18. Email
#1
(no
response
from
me)
Subject: Close.io & HubSpot I time to chat?
!
Steli,
!
Thanks for reaching out to us here at HubSpot. Here's a 2min video overview
about how our product works to help you drive leads online:
http://www.hubspot.com/products/video-tour/
! I've been reviewing your site and have a few suggestions about how you can drive
more traffic and leads. When might be a good time to catch you at your desk for 5
mins after Noon today or before 11:30am ET tomorrow?
!
All the best,
!
!
P.S. I've also attached the new 2013 ROI report about the average results our
customers see.

19. Email
#2
(no
response
from
me)
Subject: Close.io & HubSpot | Follow Up Resources
!
Hi Steli,
!
Thank you again for the discussion today, it was a pleasure speaking with you!
I am including a 2 minute video during which our co-founders describe how inbound marketing works – you
can check also out our Cambridge office space, see here.
As we discussed, HubSpot offers an all-in-one marketing software platform that helps businesses of all sizes
generate leads and convert them into customers. HubSpot has everything a modern marketer needs to do
marketing right—all in one, easy-to-use product. HubSpot software includes SEO, blogging, social media,
email, automated workflows, landing pages, lead intelligence and analytics tools to help marketers get the job
done. You can see the full list of our products here.
HubSpot is an annual membership, which includes access to all of our software tools, 7 one-hour sessions
with a dedicated consultant and continuing education and support all throughout the year. You can take a look
at our pricing page here.
HubSpot customers experience an average 2.7x increase in traffic after 12 months of active use and lead
database growth of 30.4x after 12 months of active use, see our ROI report here.
Please feel free to contact me with any questions. We look forward to helping your business grow as part of
the HubSpot team!
All the best,

20. Email
#3
(no
response
from
me)
Subject: HubSpot & Close.io
!
Hi Steli,
!
Per my message today, I called to see how your internal decision making process
is going.
!
More importantly, since we are going through a price change on 10/1, my
manager, John Dukes (jdukes@hubspot.com) has authorized each rep on my
team (2) 15% discounts on the cost of the software for customers who are able to
sign up by 9/30. Not only would this lower the price of the software, but you will be
grandfathered into the legacy pricing in the future. Today, Pro is slated to increase
2400/year.
!
One of my coupons is spoken for, but I'd like to offer the other one to you.
! If this is of interest, please let me know as soon as possible.
!
Thank you,

21. Email
#4
(no
response
from
me)
Subject Should I Stay or Should I Go?
!
Hi Steli, per my message today -
! I've tried to reach you a few times to go over suggestions on improving your
website, but haven't heard back from you and that tells me one of three things:
!
1) You're all set with inbound marketing and online lead generation, and if that's
the case please let me know so can I stop bothering you.
!
2) You're still interested but haven't had the time to get back to me yet.
!
3) You've fallen and can't get up and in that case please let me know and I'll call
911 for you...
!
Please let me know which one it is because I'm starting to worry...
!
Thanks in advance and I look forward to hearing back from you!

22. Email
#5
I
responded
:)
Subject: Thank You From Hubspot
!
Steli,
! In reviewing some outstanding business today, I’ll be taking Close.io out of my
current follow ups at this time.
!
Where we’d initially agreed in the value of our service to strengthen your online
engagement, I’ve reached out to you on several occasions following our initial
discussions. Having not received any replies to date, I assume that we’ve either
fallen off your radar or perhaps the interest has diminished to the degree that my
follow up is no longer warranted.
!I
appreciate the opportunity to work with you and wish you the best with your
ongoing marketing efforts. I'd be happy to speak with you when you are ready to
invest resources into generating leads from your site.
!
Best,

23. !
Inbound
Sales
Emails
Example:
TrunkClub
(B2C)
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

24. Email
#1
(no
response
from
me)
Subject: Important info on your first shipment
!
Hi Steli,
! I’m Lizzie Walker, your Trunk Club stylist. I can’t wait to put together your first trunk
of great clothes. Before I do that, we need to have a quick chat on the phone, so
that I can get an idea of what clothes to send.
!
Please respond to this email and let me know the following:
!
- What's a good day / time to chat?
- How did you hear about Trunk Club?
!
Also, feel free to call me any time at the number below.
!
Hope to hear from you soon!

25. Email
#2
(no
response
from
me)
Subject: Steli — It's your stylist at Trunk Club
!
Hey Steli,
!I
recently reached out to you about the Trunk Club clothing service that you signed
up for. As you can tell, I’m really excited to help you get started with a trunk of
great new clothes. Let me know when you have 5 to 10 minutes to chat in the next
few days, and I’ll get a trunk to you right away.
! I’m happy to work around your schedule (mornings and evenings are completely
fine times to talk), and if you’d prefer to call me, you’ll find my number below.
!
Thanks!

26. Email
#3
(no
response
from
me)
Subject: Trunk Club — Still interested?
!
Hi Steli,
!
Just checking to see if you still want to move forward with the Trunk Club service
that you signed up for. If you’re ready for your first trunk, awesome! Let me know a
good time for us to wrap everything up with a really quick phone call.
!
Trunk Club is all about convenience, and I’m happy to work around your busy
schedule.
!
Looking forward to hearing from you!

27. Email
#4
I
responded
:)
Subject: Goodbye from Trunk Club
!
Hi Steli,
!I
was really looking forward to putting together a trunk of great clothes for you, but
I haven’t heard a response to my calls and emails. That means this will be my last
email to you. If you change your mind and would like to give Trunk Club a try,
please let me know and I’ll have you looking great in no time.
!
Best,

28. Sales Email Checklist
!
Are we sending at least 5 emails to inbound leads?
!
Are the subject lines super strong? Are we tracking open rates?
!
Are we keeping the content brief? Less than 3 paragraphs?
!
Do we have strong call to actions at the end of our emails?
!
Do we have at least 2 follow up emails ready?
!
Are we using all email tools? Drips, Newsletters, Autoresponders?
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

29. Close.io Email Integration
!
* All email communication automatically tracked (SMTP + IMAP)
!
* Email Templates
!
* Open Rates + Stats
!
* Context organization wide
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

30. How Close.io uses Customer.io
!
* Using Close.io’s email servers
!
* Everything sent from Customer.io tracked in Close.io.
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

31. !
Q
&
A
steli@close.io
Close.io
&
Customer.io
-­‐
Email
Sales
Webinar

32. C l o s e m o r e d e a l s w i t h emai l