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DiscoverOr g Getting Into The IT Decision Maker’s Inbox We do the Research. You make the Sale. Henry Schuck Co-Founder & CEO @HenryLSchuck CONTACT US: P: 800-914-1220 [email protected] www.discoverorg.com @HenryLSchuck
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Getting into the IT Decision-Makers' Inbox

Jan 22, 2015

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Technology

DiscoverOrg

Webinar with DiscoverOrg Co-Founder Henry Schuck and discover:
• Tips to write an email that’ll get read
• The 3 points your first email must hit to generate a response
• How to create a follow-up strategy
• Enticing subject lines and presumptive closings
• Keeping your Emails CAN-SPAM Compliant
The webinar will also show you how to use DiscoverOrg's powerful lead generation and marketing platform to create a targeted list of IT Decision Makers and then to do an email merge to that selected group.

Register Here For Next Webinar - http://bit.ly/1bso9oJ
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Page 1: Getting into the IT Decision-Makers' Inbox

DiscoverOrg

Getting Into The IT Decision Maker’s

Inbox

We do the Research. You make the Sale.

Henry Schuck

Co-Founder & CEO@HenryLSchuck

CONTACT US:

P: [email protected] @HenryLSchuck

Page 2: Getting into the IT Decision-Makers' Inbox

60% report that a Cold Call or Email has bumped a new vendor into consideration

75% of IT Execs have taken an appointment from a cold call or email

DiscoverOrg Study Jan. 2013 of 1,000 F5000 IT Mgrs, Dir, VPs

Page 3: Getting into the IT Decision-Makers' Inbox

Using the Power of EmailObjectives of the presentation:

Helpful tips on escaping filters and navigating gatekeepers

Crafting the most effective Subject Line

Compelling Email Body

Being CAN-SPAM Compliant

P: 800-914-1220 [email protected]

CONTACT:

Page 4: Getting into the IT Decision-Makers' Inbox

Goals of a Lead Generation PieceRecipient makes a decision about deleting your email in 2.7

seconds, plan wisely!

Start a dialogue

Could be other interests, familiarity with product, etc.

Thought provoking questions to generate responses

Encourage a response

Get acceptance for offer

BIGGEST MISTAKE: Focusing on your product or service instead of the offer

P: [email protected]

CONTACT:

Page 5: Getting into the IT Decision-Makers' Inbox

Getting Stuck?Remove these items to stay out of the spam filter

Graphically rich

Complex HTML Message

CAPITAL LETTERS

Promotional word(s) such as “free”

Symbols (!)

Attachments

Run your email through a SPAM Score

P: [email protected]

CONTACT:Pro Tip: Run Your Email Through a SPAM Score

Page 6: Getting into the IT Decision-Makers' Inbox

Image FAIL

P: [email protected]

CONTACT:

Page 7: Getting into the IT Decision-Makers' Inbox

Common Themes in Deleted Emails

Sending emails around long weekends

“Salesy” sounding emails

Generic “firebomb” content

P: [email protected]

CONTACT:

Page 8: Getting into the IT Decision-Makers' Inbox

Now’s Your Chance!Key Readability Tips:

Use Arial 10pt - most readable size and font across Outlook and mobile devices.

This is important considering 36% of DiscoverOrg emails are opened on mobile devices.

Best Times to send email

Most emails are read between 8 and 9 am and 3 to 4 pm on Tuesdays and Thursdays.

Prospects will be most engaged during these hours as well.

P: 800-914-1220 [email protected]

CONTACT:

Page 10: Getting into the IT Decision-Makers' Inbox

Crafting Your Subject Line This is the most important part of your email! People are busy but they are drawn by the subject line. You want to make sure to cover these areas:

Create curiosity

Provide Utility

Subject Line Goals:

Tell prospect why you chose them. Request for a specific actionRelevant to prospects wants and needsHow product can benefit them (mention pain-points)Never more than 50 characters, not words.Only 27 characters display on an iPhone Subject Line

P: [email protected]

CONTACT:

Page 11: Getting into the IT Decision-Makers' Inbox

Successful Subject Lines“Can we talk March 12th?”“Connect with key IT Decision Makers”“<Company Name> <Person’s Title or area> Information Security”“Should we talk?” or “Can we set up a call?”

“<John> - Can I get 15 mins?”

“Following Up”For emails after the initial email

“Widget Corp.”Good since Widget Corp. is a competitor or the recipient or a company that would otherwise be familiar to the person.

“John Smith”If John Smith is a mutual contact or internal referral, or if it is someone at the organization you’ve spoken to previously.

CONTACT:P: [email protected]

Page 12: Getting into the IT Decision-Makers' Inbox

The Body: The “Meat” of your Email

Show you’ve done your homework.First Name (informal salutation)Bold relevant content

Tell why you chose themGive them Value.

Highlight Sphere of InfluenceExpress gratitude – A little thanks goes a long way.

P: [email protected]

CONTACT:

Page 13: Getting into the IT Decision-Makers' Inbox

What Not To Do

P: [email protected]

CONTACT:

Page 14: Getting into the IT Decision-Makers' Inbox

The Email Structure: The “Bones”

Informal SalutationShort SentencesMultiple BreaksBullet/key points175 words or less.Keep it above the fold.

P: [email protected]

CONTACT:

Page 15: Getting into the IT Decision-Makers' Inbox

The Action: “Next Course”

Encourage Action!

Create Sense of Urgency

Give Offer

Concrete Response Request

P: [email protected]

CONTACT:

Page 16: Getting into the IT Decision-Makers' Inbox

Offer Examples

Good

DiscountDemo requestTrialDownload

Bad

For more information…To learn more….

CONTACT:

P: [email protected]

Page 17: Getting into the IT Decision-Makers' Inbox

Concrete Response

Don’t leave it up to the recipient to make the next step

Sense of Urgency:“I will call you tomorrow at 3pm, let me know if that works..”

The Close:“I look forward to your reply (name)”“I’ll give you a call on…(day)”“I will be in your area on Friday…

CONTACT:

P: [email protected]

Page 18: Getting into the IT Decision-Makers' Inbox

Mail Merge – Big Picture

• Linking Fields in Excel to Emails

CONTACT:

P: [email protected]

Page 19: Getting into the IT Decision-Makers' Inbox

Target Your Audience, Tailor your Message with DiscoverOrg

CONTACT:

P: [email protected]

Pro Tip: Watch a full-length tutorial on creating a mail merge using Word 2007 and DiscoverOrg here

Page 20: Getting into the IT Decision-Makers' Inbox

The Follow-UpWhat happens after sending? Wait it out?

NO! Execute the dynamic duo of Email and Voicemail.Email again

Track your responsesAverage of 300% increase on responses when sending follow up emails.Get an internal referral

• “John – Thanks for the response. Do you know who would be charge of Storage at XYZ Corp.?”

CONTACT:

P: [email protected]

Page 21: Getting into the IT Decision-Makers' Inbox

Internal Referral

“Don’t sell to the CIO or VP level? Send them an email asking for a referral” – Aaron Ross – Predictable Revenue

Subject: Can you point me in the right direction?Email Body:

[First Name],I'm sorry to trouble you. I know you’re the <Title> at <Company> and was hoping you would be so kind as to tell me who is responsible for [insert your biggest pain point here that resonates with your ideal customer; OR insert function such as “Networking” or “Information Security”] and how I might get in touch with them?Thank You,Henry

CONTACT:

P: [email protected]

Page 22: Getting into the IT Decision-Makers' Inbox

CAN-SPAMCAN-SPAM does not prohibit the sending of unsolicited email for commercial purposes – what it does require is that companies stop sending emails to recipients who have indicated they want to “Opt-out.”

Be compliantDon’t use false or misleading header informationDon’t use deceptive subject linesGive your location to recipientsGive clear instructions on how to OPT-out, and honor requests promptly.

Pro Tip: Read the complete compliance standards CAN-SPAM P: [email protected]

CONTACT:

Page 23: Getting into the IT Decision-Makers' Inbox

THANK YOU

CONTACT:

Questions?

Ask in the questions box in GoToWebinar, or contact [email protected]

Or via Twitter at @DiscoverOrg

P: [email protected]