Best (and worst) practices for sales development emails
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 [email protected]) noting what you want
Brevity• You have seconds• Get to the point• Think in terms of stages…
Subject Lines• Short• Tease• “Open the envelope”• Write the first• Always write 2-3 versions
Email Length• 100 words or less• The earlier your relationship, the shorter the email
Salutations• Are you on a “hey” basis• Do you really want to drink with them?• Michael vs Mike
Share & Teach vs Ask• Don’t make them work• Registration-free content• Reframe
Images, Files & Attachments• Don’t use them
Be CAREFUL about mail merge• What’s your QA process?
Think Context• Time of day?• Day of the week?• Level/role?• After or before what?
Trigger Events break the ice…• Personalize• 3x3 research
Integrate channels• Email, phone, social, direct mail• These best practices apply to all of them!
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 [email protected]) noting what you want