Post on 20-Aug-2015
transcript
DiscoverDiscoverOrgOrg
Getting Into the IT
Decision Maker’s Inbox
Henry SchuckCo-Founder & CEO
-@HenryLSchuck
The DiscoverOrg DifferenceEvery DiscoverOrg profile is personally verified every 90 days providing accurate:
Decision maker org charts Direct dial phone numbers Verified email addresses Technology backgrounds Relevant personnel moves IT Projects and initiatives Revenue and IT Budget intelligence LinkedIn and CRM Integration Physical and HQ address locations
SLA Guaranteed Accuracy Our data is guaranteed 95% accurate and is backed by our Quality Assurance team with a 24 hour turn-around time
for any data verification requests.
60% report that a Cold Call or Email has bumped a new vendor into consideration
75% of IT Execs have taken an appointment from a cold call or email
DiscoverOrg Study Jan. 2013 of 1,000 F5000 IT Mgrs, Dir, VPs
Using the Power of EmailObjectives of the presentation:
Helpful tips on escaping filters and navigating gatekeepers
Crafting the most effective Subject Line
Compelling Email Body
Being CAN-SPAM Compliant
Goals of a Lead Generation Piece
Recipient makes a decision about deleting your email in 2.7 seconds, plan wisely!
Start a dialogue
Could be other interests, familiarity with product, etc.
Thought provoking questions to generate responses
Encourage a response
Get acceptance for offer
BIGGEST MISTAKE: Focusing on your product or service instead of the offer
Getting Stuck?Remove these items to stay out of the spam filter
Graphically rich
Complex HTML Message
CAPITAL LETTERS
Promotional word(s) such as “free”
Symbols (!)
Attachments
Run your email through a SPAM Score
Common Themes in Deleted Emails
Sending emails around long weekends
“Salesy” sounding emails
Generic “firebomb” content
Now’s Your Chance!
Key Readability Tips:Use Arial 10pt - most readable size and font across Outlook and
mobile devices.
This is important considering 36% of DiscoverOrg emails are opened on mobile devices.
Best Times to send email
Most emails are read between 8 and 9 am and 3 to 4 pm on Tuesdays and Thursdays.
Prospects will be most engaged during these hours as well.
Crafting Your Subject Line This is the most important part of your email! People are busy but they are drawn by the subject line. You want to make sure to cover these areas:
Create curiosity
Provide Utility
Subject Line Goals:
Tell prospect why you chose them. Request for a specific actionRelevant to prospects wants and needsHow product can benefit them (mention pain-points)Never more than 50 characters, not words.Only 27 characters display on an iPhone Subject Line
Successful Subject Lines“Can we talk March 12th?”“Connect with key IT Decision Makers”“<Company Name> <Person’s Title or area> Information Security”“Should we talk?” or “Can we set up a call?”
“<John> - Can I get 15 mins?”
“Following Up”For emails after the initial email
“Widget Corp.”Good since Widget Corp. is a competitor or the recipient or a company that would otherwise be familiar to the person.
“John Smith”If John Smith is a mutual contact or internal referral, or if it is someone at the organization you’ve spoken to previously.
The Body: The “Meat” of your Email
Show you’ve done your homework.First Name (informal salutation)Bold relevant content
Tell why you chose themGive them Value.
Highlight Sphere of InfluenceExpress gratitude – A little thanks goes a long way.
The Email Structure: The “Bones”
Informal SalutationShort SentencesMultiple BreaksBullet/key points175 words or less.Keep it above the fold.
Concrete ResponseDon’t leave it up to the recipient to make the next step
Sense of Urgency:“I will call you tomorrow at 3pm, let me know if that works..”
The Close:“I look forward to your reply (name)”“I’ll give you a call on…(day)”“I will be in your area on Friday…
Target Your Audience, Tailor your Message with DiscoverOrg
Pro Tip: Watch a full-length tutorial on creating a mail merge using Word 2007 and DiscoverOrg here
The Follow-UpWhat happens after sending? Wait it out?
NO! Execute the dynamic duo of Email and Voicemail.Email again
Track your responsesAverage of 300% increase on responses when sending follow up emails.Get an internal referral• “John – Thanks for the response. Do you know who would be
charge of Storage at XYZ Corp.?”
Internal Referral“Don’t sell to the CIO or VP level? Send them an email asking for a referral” – Aaron Ross – Predictable Revenue
Subject: Can you point me in the right direction?Email Body:
[First Name],I'm sorry to trouble you. I know you’re the <Title> at <Company> and was hoping you would be so kind as to tell me who is responsible for [insert your biggest pain point here that resonates with your ideal customer; OR insert function such as “Networking” or “Information Security”] and how I might get in touch with them?Thank You,Henry
CAN-SPAMCAN-SPAM does not prohibit the sending of unsolicited email for commercial purposes – what it does require is that companies stop sending emails to recipients who have indicated they want to “Opt-out.”
Be compliantDon’t use false or misleading header informationDon’t use deceptive subject linesGive your location to recipientsGive clear instructions on how to OPT-out, and honor requests promptly.
Pro Tip: Read the complete compliance standards CAN-SPAM