Best (and worst) practices for sales development emails

Best (and worst) practices for sales development emails
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing



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 ) 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?