One of the big innovations in sales and marketing has been making personalized email outreach more efficient.
Today my buddy Nat Eliason from SumoMe.com shares a completely free way to do this in the context of content marketing which he has absolutely crushed as SumoMe.
Many of the tools that I love like Salesloft, Outreach, and Tout cost $$ which mean they aren’t necessarily a great fit for someone who isn’t a full time sales development rep.
This alternative strategy for personalized email outreach Nat shares is awesome for making those one-off cold email instances more efficient when investing in a heavier solution like the ones above doesn’t make as much sense.
Enter Nat Dude…
The SumoMe blog has grown from 12,852 views last July, to 163,260 views this February. …
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There’s a right and a wrong way to cold email a company when you’re unsure who the decision maker is. How you approach this can literally be the difference between getting a deal vs. an onry reply to refrain from contacting the company again…
People ask me this question all the time:
If I don’t know who the decision maker is, is it cool to cold email multiple people who might be the decision maker at the same time?
This is a suboptimal approach.
The first thing that’s important to understand is that people within the same company talk. When you carpet bomb multiple people with a sales email you’re doing a few things:
signaling that you’re not sure who the correct person …
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The tactic I’m about to share is not only for sales and business development professionals; it’s a unique strategy that can literally be used to start an email dialogue with anyone who has an online presence.
One of the most important things in writing an effective cold email is to keep it short. However, communicating all the things necessary to elicit a response in 3-4 sentences can be extremely challenging. One way I’ve been able to overcome this and start dialogues with many c-level execs and big time entrepreneurs is by communicating my message in a more visually engaging format that’s easier to consume than text.
I’ve written about how to write effective cold emails before. The formula is simple:
Keep it short
Personalize it …
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I’ve written hundreds of cold emails over the past year and come to a few conclusions about how to elicit a positive response. I’ve also received a few myself and consistently see people use strategies that just haven’t worked for me. Here’s my two cents on how to cold email prospects effectively.
Do:
Keep it 4 sentences or less (ideally 3).
When you send someone you don’t know a novel to read, you’re making them work. Busy people have too much on their plate to dedicate time to a speculative narrative – so they don’t read them diligently (this may not apply if your email domain rhymes with moogle or hicrosoft).
Most long, cold emails I receive are from JV sales people that rarely …
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People you don’t know are always more likely to respond to your emails when you’ve been referred. It signals you’ve been vetted.
Unfortunately, we don’t always have someone willing to introduce or refer us to the person we’re trying to reach. One way to combat this is by creating a referral. The methodology is pretty simple and can be applied even before you’ve identified the decision maker:
Step 1. Call Above Someone in the Organization
By calling above, I mean call someone who holds a higher, related position within the corporate hierarchy. I.E. If I’m trying to reach the VP of marketing, try calling the Chief Marketing Officer’s office.
When you reach this person, simply ask them who is responsible …
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