Mass Email Marketing Doesn't Work: Modern Prospecting Emails That Do, Inside

MASS EMAIL MARKETING

DOESN’T WORK.

MODERN PROSPECTING EMAILS THAT DO, INSIDE

We used to mass email our leads three times a week.

This generated enough appointments to consistently fill the top of my pipeline.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

The email we sent

looked like this.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

It included a nice piece of content.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

It included a nice piece of content.

It included a request to connect.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

Then it stopped working.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

Maybe it was the generic opening.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

Or the assumption the prospect has a horrible website.

Maybe it was the generic opening.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

Or the assumption the prospect has a horrible website.

Maybe it was the generic opening.

Or putting all the work on the prospect to find a time to chat.

These minor personalization techniques left my emails unopened.

These minor personalization techniques left my emails unopened.

Click to try the free

tool I use to see who isn’t

opening my emails.

It was time to personalize

prospecting emails.

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

We tried personalizing

the opener. Hi Sara,

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

That didn’t work.

Hi Sara,

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

Then we tried

customizing the time.

Would you be able to talk at 2 PM Wednesday?

Hi there, Do you remember FAQ sections on websites? Occasionally you still do, but for the most part they’ve disappeared. That’s because a website’s job is to answer a researcher or prospect's question. If you set up your website to answer your prospect's questions, you’ll increase sales. Check out this New York Times article on why. We offer a complimentary Website Content Assessment. When would be a good time to walk through your site? Let me know what works best. John

Would you be able to talk at 2 PM Wednesday?

Still didn’t work.

Would you be able to talk at 2 PM Wednesday?

“Personalized” mass email marketing

didn’t work either.

YET, For the past few decades ...

we’ve all been responding to these emails.

And now we don’t want to.

And now we don’t want to.

x  “Personalized” with a first name isn’t enough.

And now we don’t want to.

x  “Personalized” with a first name isn’t enough.

x  “Personalized” with a company name isn’t enough.

And now we don’t want to.

x  “Personalized” with a first name isn’t enough.

x  “Personalized” with a company name isn’t enough.

x  Any one-word adjustment to an email is not enough.

Prospects don’t want personalized, they want tailored.

Prospects don’t want personalized, they want focused.

Prospects don’t want personalized, they want value.

[First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John

So now we send an

email like this – one at a time.

[First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John

Opens with custom event in prospect’s life.

[First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John

Opens with custom event in prospect’s life.

Connects their expertise with our own.

[First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John

Opens with custom event in prospect’s life.

Connects their expertise with our own.

Provides a specific timeframe to chat.

Suddenly, our prospecting

emails started to work again.

Next we began

tracking these

emails.

[First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John

And watching which ones got

opened.

[First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John

[First Name], You did an excellent job speaking at the recent 21st Century B2B Culture event - you have great understanding of social business. Do you see social business working being effective in B2C? I had a few ideas on how it could work in B2C that are related to your recent book (which I read). I help B2C SMBs use the internet to bring their business to the national market. What’s the easiest way to get 10 minutes on your calendar Thursday to share how our market expertise can be mutually beneficial? Best, John

Try tracking emails for free here

And watching which ones got

opened.

Then following up the right way.

Click to view this

presentation.

Now we don’t have to robotically send mass emails.

And we’re not just filling the top of our pipelines.

And we’re not just filling the top of our pipelines. We’re moving people through it.

$$$

So, start sending and tracking

valuable prospecting emails to see what works

best for you.

Signals is a free tool that shows who has opened and clicked your emails. These notifications can be received

instantly on desktop or mobile – so you know which prospecting emails are performing best.

Click to use for free today.

Signals can help you see what

works.

Anum Hussain GROWTH MARKETER, SIGNALS BY HUBSPOT

@anum

John Sherer SENIOR SALES REP

HUBSPOT @JohnSherer