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How to Use Cold Email to Get Into Any Organization

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-Learn how start warm conversations with C-level executives via cold email.
-Find out what the 5 most common pitfalls of cold emailing are so you get more responses instead of embarrassing yourself.
-See a full cold email critique step by step to learn what not to do and how you can improve your cold emails to increase response rates.
-Learn how to magically "reverse engineer" any "one-off" cold email to become a highly effective mass template.

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How to Use Cold Email to Get Into Any Organization

  1. 1. By Heather R Morgan Heather R Morgan| @HeatherReyhan | heather@salesfolk.com
  2. 2. Stick around to the end and you’ll learn… How to create powerful, personalized mass emails with “reverse engineering.”
  3. 3.  8+ years of copywriting experience  Written 10,000 + cold emails  Worked with 100+ companies’ email campaigns (and counting)  My open & response rates are 2-3x higher than industry standard  Written email campaigns w/ 68%+ response rates from C-suite About Heather &
  4. 4. Bad cold emails get torn apart and forwarded around.
  5. 5. Make your emails thoughtful , or become a laughing stock.
  6. 6. Problem #1: Targeting the wrong audience
  7. 7. Solution #1: Do your homework and build a good list
  8. 8. Problem #2: Don’t know your customer
  9. 9. Solution #2: Talk to your customers &“e-stalk” them like a journalist
  10. 10. Problem #3: Your message does NOT excite your prospects
  11. 11. Solution #3: Focus on your prospects’ desires & fears
  12. 12. Problem #4: Your prospects don’t trust you
  13. 13. Solution #4: Build credibility with a “case study” that shows results
  14. 14. Problem #5: Your Call to Action is missing or weak
  15. 15. Solution #5: Incentivize your prospects to respond
  16. 16. Example Cold Email Hi XX, I know you get tons of emails everyday from vendors trying to get time on your already busy schedule. I understand how frustrating that is so I will be brief. In researching XXXXXX, I discovered: 1) You are concerned about XXXX 2) XXX is a priority this next year 3) You are responsible for XXXX ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns]. If this worth 15 minutes of your time, happy to offer you some time on my calendar. What do you think of this framework? Thoughts, concerns, suggestions? Thanks,
  17. 17. Feedback #1 Hi XX, I know you get tons of emails everyday from vendors trying to get time on your already busy schedule. I understand how frustrating that is so I will be brief. In researching XXXXXX, I discovered: 1) You are concerned about XXXX 2) XXX is a priority this next year 3) You are responsible for XXXX ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns]. If this worth 15 minutes of your time, happy to offer you some time on my calendar. What do you think of this framework? Thoughts, concerns, suggestions? Thanks, Make intro more compelling & personalize to prospect
  18. 18. Feedback #2 Hi XX, I know you get tons of emails everyday from vendors trying to get time on your already busy schedule. I understand how frustrating that is so I will be brief. In researching XXXXXX, I discovered: 1) You are concerned about XXXX 2) XXX is a priority this next year 3) You are responsible for XXXX ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns]. If this worth 15 minutes of your time, happy to offer you some time on my calendar. What do you think of this framework? Thoughts, concerns, suggestions? Thanks, Bullets & lists feel impersonal and like “mass marketing. “ Focus on one idea/benefit and flesh it out.
  19. 19. Feedback #3 Hi XX, I know you get tons of emails everyday from vendors trying to get time on your already busy schedule. I understand how frustrating that is so I will be brief. In researching XXXXXX, I discovered: 1) You are concerned about XXXX 2) XXX is a priority this next year 3) You are responsible for XXXX ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns]. If this worth 15 minutes of your time, happy to offer you some time on my calendar. What do you think of this framework? Thoughts, concerns, suggestions? Thanks, Be more specific about the benefits you drive in your social proof. Paint a picture or give numbers.
  20. 20. Feedback #4 Hi XX, I know you get tons of emails everyday from vendors trying to get time on your already busy schedule. I understand how frustrating that is so I will be brief. In researching XXXXXX, I discovered: 1) You are concerned about XXXX 2) XXX is a priority this next year 3) You are responsible for XXXX ACME has have helped [Clients 1, 2, 3] to address [Relevant priorities concerns]. If this worth 15 minutes of your time, happy to offer you some time on my calendar. What do you think of this framework? Thoughts, concerns, suggestions? Thanks, Make CTA stronger and include a specific incentive to get the prospect to respond to you. Why should they want to take a call?
  21. 21. How to turn personalized one-off Emails into “mass email templates”
  22. 22. “One-on-One” Personal Cold Email Example SUBJECT: John, loved your post on Hacker News + idea Hey John, I loved your post on Hacker News about sales automation. Very insightful, thanks for writing it. I was wondering, what ACME is doing to personalize it’s cold email templates at scale. I have a suggestion for ACME that I think can 3x your response rates from qualified leads. This same concept added millions of dollars of revenue to companies like Indinero, Kissmetrics and Bluenose Analytics. When do you have 15 minutes so I can tell you my idea?
  23. 23. And Voila, it’s a mass email template now! SUBJECT: {!first}, loved your post on [topic/site] + idea Hey {!first}, I loved your post on [topic/site]. Very insightful, thanks for writing it. I was wondering, what {!Company} is doing to personalize it’s cold email templates at scale. I have a suggestion for {!Company} that I think can 3x your response rates from qualified leads. This same concept added millions of dollars of revenue to companies like Indinero, Kissmetrics and Bluenose Analytics. When do you have 15 minutes so I can tell you my idea?
  24. 24. Want to learn more about how to write powerful cold emails that kick butt? Go Download our free Cold Email Guides at bit.ly/salesportland. Heather R Morgan|@HeatherReyhan |heather@salesfolk.com

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