Instructor: Michael Pici If the task you need to complete requires a response how will you coax your reader into replying? As you will find out in this class it is all about content, content, content. Tailoring your email so that it feels personal to the recpient is one sure fire way to elicit a response from them. So get your content creating hats on and let Michael Pici, Sales Specialist at HubSpot, teach you how to develop emails that your recipiant will want to reply to! What You'll Learn: How to research your prospect pre-email and phone call How to craft the perfect email that will always get a response Technology tricks and shortcuts This class is for anyone who wants to get better at outreach. This will be just as effective for a first timer, as a seasoned sales rep. About the Instructor: Michael Pici is an Inbound Marketing and Sales Specialist at HubSpot. He helps organizations develop strategies to attract highly qualified leads by using modern sales techniques to develop a holistic sales and marketing funnel. Michael is a top sales producer, and is the co-author of the Inbound Sales blog: Sell Inbound.

1. How to Write an
Email that will make
Everyone Respond
We will be starting at 6:00 pm EST.
1
2
Brainstorm 1 person that you would like to approach for any
reason.
Why do you want to get in touch with
them?

2. By Michael Pici

3. Situations
• Sales Prospecting
• Approaching Investors
• Co-Marketing Outreach
• Event Coordination
• Partnerships
• Business Development
• Recruiting
• Internal Communication
• Getting support for ideas
• Meeting a mentor
• What else?

5. AGENDA
1. Preparing to write a great email + Try it Live
2. The formula + Try it Live
3. Hacks
4. Hit Send

6. 1
Preparing to write a
great email.

7. WHAT IS A
KEYWORD?
PERSPECTIVE:
Take 5 or 10 minutes…
Consumer/
Prospect

8. WHAT IS A
KEYWORD?
Be curious
PERSPECTIVE:
Consumer/
Prospect

9. Ideas
WHAT IS A
KEYWORD?
•
Google Search
•
Personal Blog
• What do they care
about enough to write
about?
•
Social Media Profiles
• Interesting Post?
• Follow anyone cool?
• Recent changes /
updates?
• Newsle
•
Company Website
• Team / management
page
• About us page
• News page

10. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
How are you connected?

11. Trigger Event:
“A trigger event is something that happens either internally or
externally to an organization that has the potential to create an
urgent and compelling need for your product, service or solution.
Suddenly new priorities emerge from this occurrence – ones that are
a catalyst for change.” – Jill Konrath

12. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
Leverage lead intelligence if
possible…
•
•
•
•
Pages viewed / last time on your site
Marketing emails read
Where they came from… (search phrase)
Website revisit alerts

13. What are their
priorities?

14. WHAT IS A
KEYWORD?
PERSPECTIVE:
Identify multiple points of
contact…
Start with 1
Consumer/
Prospect

15. Try it
Live.

16. 2
The Formula.

17. Set a Goal:
Forget closing the sale…
Get a response

18. Subject Lines
• Mike, quick question
for you
• [Mutual connection]
recommended I get in
touch
• Ideas for [thing that is
important to them]
• Question about
[recent trigger event
or goal they have]
• Thoughts about [title
of their blog post]
• Have you considered
[your thought or
recommendation]?

19. Free, Final, Reminder, Sale, Tempting,
Specials, Complimentary, Help,
Donation, Don’t, [Company Name],
Exciting, Unique, Discount, Solution,
Partner, State of the art, Preview

20. Mike,

21. Notice Something
Relevant…

22. WHAT IS A
KEYWORD?
Start off by
saying
something about
them…not you.
•
•
•
•
•
I noticed you…
Elon Musk mentioned…
Saw that we both…
I loved your post on…
Congratulations on..
How many emails do you
reply to that begin with, “My
name is….”?

23. Try it
Live.

24. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
What is your Value?
A typical value proposition sounds something
like….
“We help web marketing firms increase their
lead generation by 400% and effortlessly prove
ROI to their clients.” – Potential HubSpot value proposition

25. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
You are not a commodity. Focus
on ideas and insights that will be a
value add to help your prospect
achieve their goals…

26. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
Use your research to align
with your prospect.

27. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
Create a bridge between
them and you

28. Try it
Live.

29. Ask a great question.

30. Be Different

31. Questions
•
How, if at all, would you like to improve your strategy?
•
Is [benefit to them] a priority for you right now?
•
Do you have any unanswered questions about [topic of learning]?
•
Are you after a lifestyle business, or world domination?
•
Are you alone on this?
•
Has it always been this way?
•
Where did you expect to be by now?
•
Would it be nice, or does it have to happen?
•
What would you recommend? What would you do if you were me?
•
What are you hearing?
•
Was this all your idea?
•
Now what?
Credit: Rick Roberge

32. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
Signature:
• Don’t distract
• Leave contact information, and a link
to view your online profile of choice

33. Probably best off if…
Keep it short., aka no need to
scroll
Plain text, black and white
No links or attachments

34. Try it
Live.

35. 3
Hacks.

37. Track your Email Opens:
Know when your message is being read in
real time…

38. Try Signals – a free
chrome extension
that shows who has
opened and clicked
your emails.

39. Try Signals – a free
chrome extension
that shows who has
opened and clicked
your emails.
GET SIGNALS TODAY

41. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
Google Alerts – great for prospecting and
help curate trigger events.
•
•
•
•
•
News about a person or their interests
Company news
Industry News
Funding
Mentions of your company

43. Should I stay or should I go?
One of my best performing emails,
reaching reply rates of 40%

44. QUESTIONS?

45. THANK YOU.