Best (and worst) practices for sales development emails
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Presentation deck from #FlipMyFunnel B2B Sales and Marketing Conference in Boston, Aug 11, 2016
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Best (and worst) practices for sales development emails
- 1. Matt Heinz President, Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com Best (and worst) practices for sales development emails
- 2. Housekeeping • Feel free to madly scribble notes, but you can also have a copy of this deck • You can also have (for free!) copies of: • Full Funnel Marketing (my new book) • Our ABM Workbook (including all templates) • My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want
- 3. I am serious about the bacon
- 4. Get ready for the bad…
- 6. The “did you get my last email…”
- 7. The “did you get my last email…”
- 8. The “last attempt before we break up”
- 9. The “I’m going to make you do all the work”
- 10. The “do you have 15 minutes”
- 11. The “I’m reading from a script”
- 12. The “I’ll just start calling you bud”
- 13. The “look how awesome we are”
- 14. The “event meeting invite with no agenda”
- 15. The “no I’m never going to stop…”
- 16. The “Alligator”
- 17. From Bad to Good…
- 18. Brevity • You have seconds • Get to the point • Think in terms of stages…
- 19. Subject Lines • Short • Tease • “Open the envelope” • Write the first • Always write 2-3 versions
- 20. Email Length • 100 words or less • The earlier your relationship, the shorter the email
- 21. Salutations • Are you on a “hey” basis • Do you really want to drink with them? • Michael vs Mike
- 22. Share & Teach vs Ask • Don’t make them work • Registration-free content • Reframe
- 23. Images, Files & Attachments • Don’t use them
- 24. Be CAREFUL about mail merge • What’s your QA process?
- 25. Think Context • Time of day? • Day of the week? • Level/role? • After or before what?
- 26. Trigger Events break the ice… • Personalize • 3x3 research
- 27. Integrate channels • Email, phone, social, direct mail • These best practices apply to all of them!
- 28. Housekeeping • You can also have (for free!) copies of: • Full Funnel Marketing • Our ABM Workbook (including all templates) • My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want
- 29. Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com