Easy to follow best practices guide by DiscoverOrg

1. Presented by Henry Schuck
Vice President of Operations and General Counsel
DiscoverOrg
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2. Presented by Henry Schuck
Vice President of Operations and General Counsel
DiscoverOrg

3. o Get tips to write an email that will get past
spam filters, gatekeepers and in front of a
decision maker
o How to write a proper subject line that will
get your email opened
o How to write a compelling email body that
will get your email read and not deleted
GOT QUESTIONS DURING THE WEBINAR ? Visit
www.discoverorg.com/chat to ask questions in real-time or
EMAIL THEM TO WEBINAR@DISCOVERORG.COM AND WE’LL ANSWER THEM AT
THE END.

4. o Every person is looking for a reason to delete your
email – do not give them a reason to.
o They make a decision in 2.7 seconds
o Focus on your product or service instead of the offer. A
lead-generation piece isn’t the place to sell your product
or service. Your sole objective is to encourage a response
to your offer
o Use a Triggering Event
o A lead generation piece has ONE goal: get readers to
accept your offer. It is NOT the place to expand your
brand, share your mission, articulate your values, explore
your history, etc. Focus relentlessly on your offer: what is
is, why it’s valuable, how readers can get it.

5. o Newsletters or ―Salesy‖ Emails
o Graphics
o How will my email look on a blackberry?
o Attachments (post online for download instead)
o Generic introductions / non-personalized messages
o Person’s name in subject lines
o Refrain from sending marketing emails on Monday, Friday or a Tuesday after or
Thursday before or before a 3 day weekend.
o Target your list so your message is relevant - don't ―firebomb‖
o Avoid overly promotional words and phrases, multiple exclamation points, all
capital letters and other text often used by spammers. Systematically scanning
email subject lines and body content (also called content filtering) is the most
widely used filtering method among ISPs.
o See www.discoverorg.com/spam for a list of terms to stay away from
o Keep your HTML content to a minimum. Spam filters love simple HTML and are
much more likely to let simple rather than complex messages into a recipient’s
inbox.
o Run your email through a spam score
http://www.contactology.com/check_mqs.php

6. o Questions that a recipient asks when they see your email in their inbox:
o 1. Do I know this person?
o 2. Is this message worth me taking my time to read / is this message relevant to me?
o The subject line is likely the single most important piece of text of the email.
o Think of how many times you just read a subject line and delete the email because you
realize it is not relevant, not interesting or does not command your attention
o Tell the recipient how they are going to benefit from reading your email
o Subject lines should be less than 50 characters. (not 50 words, 50 characters)
o If a subject line works, keep using it.
o If you come up with another idea, test a small segment of your list.
o If you know of a pain point in their organization use it in the subject line – ie
―Reaching IT Executives‖ ―Mapping Large Accounts‖
o Some Other Ideas:
o ―March 12th Meeting‖
o ―John Smith‖
o if John Smith is a mutual contact or someone at the organization you’ve spoken to
o ―Widget Corp.‖
o Good where Widget Corp. is a competitor of the recipient or a company that would
otherwise be familiar to the person.
o ―Connect with Key IT Decision Makers‖
o ―Checking your availability for Tuesday at 3‖

7. o Every decision maker is looking for a reason to delete your
message – you have to give them a reason not to.
o Greet with the prospect’s first name –
o The last time you called someone Mr. Mrs. Anything was likely in
High School.
o Exceptions: selling to Military – use the person’s rank – i.e. Brigadier
General Smith / your call: selling to someone with a PhD – Dr. Smith
o Use Short Sentences
o Multiple Breaks
o Use bullet points
o I shouldn’t have to scroll down to see your full message.
(SAMPLE)
o Make sure the message is relevant and/or provides some
sort value to the reader
o Request for follow-up
o But DO NOT give your prospect a list of to-dos – make it as easy as
possible for them to reply.
o If possible, keep your message under 175 words.
o Use Microsoft Word to get a word count.

8. o Every email message you send you should be trying to set up a next step – in
the initial email that next step will likely be a phone or in-person meeting –
after that initial meeting it may be a meeting with their boss.
o You can survive just about any other mistake, but this one is lethal — you just gotta’ have an
offer, a concrete, urgent reason for readers to respond. “For more information” is NOT an
offer. “To learn more....” is NOT an offer. A discount, a demo, a free trial, an ebook —
these are offers. Be sure you have one
o You may know what you want the reader to do, but it needs to be very explicit.
o How to close your message
o I look forward to your reply <First Name>
o I’ll give you a call on <Day> at <Time> let me know if that works for you.
o I’ll be in your area on Friday – I’d like to swing by around 3pm if that
works.
o Schedule a call in the email hook. ―I will plan on calling you tomorrow at
3pm – let me know if that works for you.‖
o Don’t leave it up to the recipient to make the next step.
o SAMPLE

9. Linking Fields in Excel to Emails

10. Merge Fields Microtarget Audience
**Watch a full-length tutorial on creating a mail merge using Word 2007
and DiscoverOrg on Youtube:
http://www.youtube.com/watch?v=cDRZm3Lu6Dk

11. Fields in DiscoverOrg you can use to personalize a message:
-First Name: ―Hi Michael-‖
-Management Level – ―As a Vice President in IT you understand…‖
-Title Category – ―As an information security professional…‖
-Area Code / State – ―I will be in the Los Angeles area on Thursday and
would like to come by to meet you …‖
-―We will be at Interop in Las Vegas on Friday, do
you have ten minutes around 3pm for me to stop
by your office, or are you planning on attending?‖
-Industry: ―We have great references in the Retail industry that I’d be
happy to share with you on our call on Friday.‖

12. • Do your regular calls from DiscoverOrg downloaded spreadsheet and
when you’re done at the end of the day send a mail merge to
everyone you called titled ―Voicemail Follow-Up‖ and watch your
response rate triple.
• Some people are nuts – just be prepared to find them when you’re
sending emails and don’t get discouraged or scared.
• A good way to make people really angry is to send a non-
personalized, non-targeted message.

13. -Please contact Christopher Jackson at DiscoverOrg to
schedule a training on the DiscoverOrg platform for
yourself and members of your sales / marketing
teams.
-chris.jackson@discoverorg.com 614-754-7088
-You may also register online at
www.discoverorg.com/training

14. o Plan a follow-up email or call.
o If someone tells you they are not the right person to contact
about your offering – use this opportunity to ask, politely of
course who the right contact would be for your product –
o i.e. ―John – thanks for your response. Do you know who would be
in charge of Storage/Infrastructure/Messaging systems at XYZ
Corp.‖
o There is nothing better than having John an employee at XYZ point
you in the EXACT right direction and when John tells you who the right
person is you can email that person and mention that John said they’d
be the right person – this will give you immediate credibility within
the organization.
o Know / Track who responds to your emails and send a
―Follow-Up on Last Week’s Email‖ to them.
o How to do it – maintain an Excel Spreadsheet with your contacts
o Do it manually in your CRM
o FULL SAMPLE

15. o Myth:
o CAN-SPAM requires explicit permission, or
―opt-in‖
o Fact:
o CAN-SPAM is about notice and consent
NOT ―opt-anything‖

16. o Don’t use false or misleading header information. Your ―From,‖ ―To,‖ ―Reply-
To,‖ and routing information – including the originating domain name and email
address – must be accurate and identify the person or business who initiated the
message.
o Don’t use deceptive subject lines. The subject line must accurately reflect the
content of the message.
o Tell recipients where you’re located. Your message must include your valid
physical postal address. This can be your current street address, a post office box
you’ve registered with the U.S. Postal Service, or a private mailbox you’ve
registered with a commercial mail receiving agency established under Postal
Service regulations.
o Tell recipients how to opt out of receiving future email from you. Your message
must include a clear and conspicuous explanation of how the recipient can opt out
of getting email from you in the future. (Opt-Out must be one-click)
o Honor opt-out requests promptly. Any opt-out mechanism you offer must be able
to process opt-out requests for at least 30 days after you send your message. You
must honor a recipient’s opt-out request within 10 business days.
o GET MORE INFORMATION:
http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm

17. o Answering questions from
www.discoverorg.com/chat
o TO UNMUTE YOURSELF PRESS *6 AND
ASK YOUR QUESTION.