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#FlipMyFunnel Boston 2016 - Matt Heinz - Best (and worst) practices for sales development emails
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Matt Heinz President, Heinz Marketing Inc @heinzmarketing [email protected] Best (and worst) practices for sales development emails
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Transcript of #FlipMyFunnel Boston 2016 - Matt Heinz - Best (and worst) practices for sales development emails
Matt HeinzPresident, Heinz Marketing Inc
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
I am serious about the bacon
Get ready for the bad…
The “apology”
The “did you get my last email…”
The “did you get my last email…”
The “last attempt before we break up”
The “I’m going to make you do all the work”
The “do you have 15 minutes”
The “I’m reading from a script”
The “I’ll just start calling you bud”
The “look how awesome we are”
The “event meeting invite with no agenda”
The “no I’m never going to stop…”
The “Alligator”
From Bad to Good…
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
