The good and Bad of Email Marketing

The good and Bad of Email Prospecting - Rahul Yashaswi

Table Of Contents

What is prospecting

Email Prospecting

How to be effective

The Good; The Bad; The Deleted

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Prospecting involves identifying and qualifying potential customers

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Email marketing is directly marketing a commercial message to a group of people

using email. In its broadest sense, every email sent to a potential or current customer could

be considered email marketing

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• Some would say“ There is no formula for the perfect email – Authentic and honest messaging works”

• Others Say“Email is easy…if you want it to be. Simplify before you get complicated”

• A Marketer says“Treat your email program like the movies – give a preview so they know what to expect --- And want for more”

THIS IS WHAT WE DO ----

“I'm Jane Kerry, the new account executive for Super Stuff. I'm writing to introduce you to our company and see if you have any needs for our offering …"DELETE“Dear Project Manager …."DELETE"Pat, Hope you're doing well. Just wanted to connect with you and explore common synergies between your company and mine …"DELETE"Good morning. My name is Terry. I would like to know if I could possibly send your company some promotional product options and quotes via email? …"DELETE“Jack, we specialize in offering a full range of …."DELETE, DELETE, DELETE

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Factors which matter

How simple is it? In other words, does it require effort for me to quickly grasp the meaning or will it throw me into overload?

Does this person bring value? Yes, they're making a decision about YOU personally. Not your company, service or solution. You!

Is this aligned with my objectives? Unless what you say is clearly aligned, it's irrelevant and not worth even one more second of their valuable time.

How big a priority is it? Urgent matters always take precedence over everything else.

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Simple Complex

iNvaluable Ordinary

Aligned Irrelevant

Priority Nicety

Go Zone D Zone

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Bad examples of subject lines

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● We Want Your Business● Exciting announcement re: our new product launch!● Company Update● New Project● Check out our end of the month pricing● You popped up on my calendar● Something Special – Just for You!● How to increase your sales!

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● Sally Smith suggested I get in touch with you● Quick question about next month’s conversion-rate goal● Possible fix for falling click-through rates Jim mentioned● Ideas for new client acquisition initiative● Time-to-market question on your X-10(Product) rollout

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examples of subject lines that will get read

This shows that you are focused on what’s important to the prospectYou are aligned with their objectivesYou’re addressing a priority

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Share value propositionBring them ideasOffer invaluable information

Pique Curiosity

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This the heart of the email…. Screw up here and your email is deleted before you can say bye…

This is where you deliver the ‘WHY’ they should be talking to you

3 approaches to generate a higher level of interest:

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Gracious Close

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The whole purpose of your email is to start a conversation. So at the end you need to do that.

Some Examples:"Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“

"After looking at that white paper, let's get together for 30 minutes to discuss how it relates to yourbusiness."

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Signing Off

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Some might call using ‘Sincerely’ or ‘Yours Truly’ as old fashioned and some others swear by it.. I would say that it call into question your credibility !!!

We are writing a modern email letter: End it with Name (fname & Last) Company name, direct-line, website, and if you have created a good LinkedIn page, then include that as well…Just in case the recipient wants to check you out.

Using a title is optional.. If you are called ‘Sales Rep’ or ‘Executive’ it becomes hard to position yourself as a peer, even if you are the most brilliant person in the world. So you can consider leaving it off. After all, what the recipient wants to know is if you can make a difference for them with your product / service.

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The Good, The Bad, and the Deleted

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Gracious Close

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The whole purpose of your email is to start a conversation. So at the end you need to do that.

Some Examples:"Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“

"After looking at that white paper, let's get together for 30 minutes to discuss how it relates to yourbusiness."

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Gracious Close

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The whole purpose of your email is to start a conversation. So at the end you need to do that.

Some Examples:"Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“

"After looking at that white paper, let's get together for 30 minutes to discuss how it relates to yourbusiness."

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Gracious Close

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The whole purpose of your email is to start a conversation. So at the end you need to do that.

Some Examples:"Let's set up a time to talk about this. We just need a 5-minute conversation to get started.“

"After looking at that white paper, let's get together for 30 minutes to discuss how it relates to yourbusiness."

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If you have read something good about your prospect which either directly/indirectly effects your service like a capital funding etc then…

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Thank You

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