Welcome to module four, lesson one, designing and sending email campaigns. In this lesson, you're going to learn how to actually bring all this that we've talking to together to create and execute the strategy around reaching out and prospecting to these customers by writing a series of targeted emails that feel authentic, real and genuine. Because they are, we're going to be creating and sending these email prospecting campaigns through a system that can be really easily replicated. We've talked about a lot of these systems already, and you've done some research. So hopefully, you've you're starting to get an idea of what that might look like for you. One thing I want to know about this module is that it is long.

So there's a lot of information in this and I promise you, I tried not to just make this huge long module but in order to keep this in a way that makes sense. It all has to be in this one video. So please bear with me. And you're also going to probably You need to refer back to this module a couple times during your efforts implementing the system in terms of getting it executed properly, because there's a lot of information here, it's pretty dense. So let's get started. This is kind of how it looks at a high level sort of 30,000 foot view.

The first emails that we're going to create, the point of them is to establish contact. So you can see here I've email one email to an email three. I also have some suggested cadence here. Send Email one, wait approximately three days, give or take, depending on weekends, or you know, don't send emails on Fridays. Usually people don't answer them. I like to somewhere around email two or three usually do the voicemail drop, then email for five and six.

Also waiting about three days in between each email is the adding value emails, that's where we focus on really, really giving them The incentive and the curiosity in terms of reaching out to here what kind of very valuable and interesting insights that you're going to bring to the table. An email six is what we just kind of know of is the breakup email. That's the last email we send before we stop really attempting to contact them anymore. So the first thing that I want to talk about is this process revolves around batching. So each blast, which we discussed in the last module contains about you know, 20 to 30, give or take contacts. And these are all put together in highly targeted batches, which we also went over.

So at any point you may have, you'll probably actually have several campaigns that are all running in this framework, because you're going to send a new blast, you know, every day Tuesday through Thursday, give or take. And so when they're going for, for several days, you're going to have a lot going on. Over time, there's going to be various versions of this framework that are also running simultaneously. Because you're going to learn what works the best. You're going to learn how to get, you know how to tweak subject lines, and what people really respond to, and which email templates tend to work and which ones tend to not. And you'll be paying attention to how they're performing and adjusting as you go.

So there's a couple different ways that you can batch and the last time I gave the example of saying, you know, industry, and category and city, you know, apparel retailers, I think, given San Francisco, for example, you could also batch by a compelling event. So let's say you are heading to a trade show, and you would like to send a prospecting blast to the vendors at that trade show ahead of time to introduce yourself and invite them to learn more about to visit your booth or maybe have coffee, that would be a compelling event. You know, it's a specific you know, points in time kind of thing that's happening. And you could batch by that you could also batch by pain points. So you could say, you know, sort of people who have trouble with a certain area, people who might need this. One pain point could be brand new CMOS.

You know, for example, these companies have just transitioned out an old CML, they're replacing a new one, for example, you could batch by category, which we kind of discussed or city, which we also sort of pointed out. And there's also plenty of other ways I'm sure that I haven't thought of that would be relevant to your industry and may be helpful for other people to know. So if you found a really effective way to batch and these campaigns, please share it with the rest of the students on the Facebook group. So a good email has a very compelling and very direct subject line. It's not long, it doesn't run off the end of their, you know, browser window. It's short and it is compelling, it's interesting.

It piques their interest, the entire body of the email should fit pretty well in their iPhone screen. It is not long, we are not writing them huge paragraphs that they're honestly not going to read too long. They won't read it. The first sentence just should be sort of an opening ask brief or an initial fact that's interesting, compelling and evokes curiosity. The middle of the email needs to give some value or some knowledge, state your potential fit in terms of why you believe that you know you are a potential fit for them. You could think along the lines of industry, maybe you have similar clients and you've gotten great results for them.

Maybe the, you know, their size of their business is similar to them, whatever it might be, and mentioned a favorable stat if you can, particularly if it's something that you produce, and that it's very likely to get their attention. In closing say something that's very easy for them to say yes. To make a firm ask either for a referral or a meeting, and be very clear what you want, you need to be specific. A lot of people, you would be surprised, in fact, how many people do not ask clearly for what they want. I don't think I ever get a prospecting email from someone who's actually making a very clear and compelling ask. So please do that.

And also be very specific. And then your signature line and your signature line is really important because especially when you're reaching out, they may be a little bit familiar with you and your business. You know, maybe you've connected on LinkedIn already, which is a good idea to do, and maybe your company follows them and they may have noticed who you are, maybe they've seen you at a trade show something like that, but they might not totally know what you do. So sometimes when you reach out, you've piqued their attention, you've gotten their attention, and they're gonna want to maybe take a quick skim on your website and just familiarize themselves with Oh yeah. I remember this person, I think she's commented on a few of my LinkedIn posts or Oh, I remember this, you know, company, we've seen them at some trade shows, you know, whatever it might be, you know, make sure you do that.

And even if they've never heard of you, they're gonna want to click into your, your website, you know, you've sent an email. Sounds interesting, this might be something that I might need right now click in Who are they? What do they do looks good. hit reply, hey, yeah, I might be interested in talking, that's literally sort of the sequence that they take. So make sure that your signature line has the information that they're going to need to fill themselves in, on in the areas that your email doesn't, you know, pontificate on. So here's an example.

You would say something like, hey, first name, you know, and you see their first name. With the exclamation points. Those are brackets that allow the spreadsheet to insert the name of the person there so we'll get a little bit more to that. That's For this is all designed around as if you were using yes wire. So that's what this says. I was directed to you as the right person at this company to connect with about teaching zebras to juggle.

Today's you know, CEOs are some of the most sought after professionals in the field of zebra zebra acrobats. within the next six months it is expected that juggling will exceed rings gymnastics three to one. As you know, companies that do not implement juggling will be putting their zebras at a disadvantage in the future. zebras are us We specialize in juggling, specifically with an emphasis on dangerous zebras, we placed top notch juggling coaches into organizations to bring the zebras up to par based on your current status with next Wednesday at 10am work for a call. Let me know and I'll coordinate an invite effective subject lines. Let's talk about that real quick.

Again, we don't want to be long. I went ahead and included some subject lines that I've seen work in the past with myself as well as with the people. I've worked With this is just to get you started, please don't just say I'm just going to copy these and I'm never going to, you know, try my own or iterate on them. The point is for you to create your own subject lines that work really well and are compelling to your customers. But this is just to give you an idea of what these should look like. So, time to meet 1030 has typically has a 35 to 40% open rate, R e, as in you know, reply to time to meet that can be effective, because if you add the R e, and sometimes it prompts them to think that that's already an email that they've been engaged in already.

So they're like, Oh, did I forget to respond to that or something like that? And that can sometimes prompt a prompt them to open email. Quick question or quick request interchangeably. Those do different depending on different people. I've seen. Quick requests do much better than quick questions.

Some people have had the opposite effect. Just depends on you. Next subject meeting deadlines for XYZ zebra juggling, you know meeting deadlines that speaking to their pain point they're concerned maybe they have a hard time meeting meeting the deadlines. XYZ market intelligence report on juggling for zebras. This can work sometimes if your target customer is particularly interested in market intelligence, not everybody is some people are like, Oh my gosh, that sounds dry and so boring. I'm not reading it.

But some people would say, oh, market intelligence, that's something I need AI that helps me stay relevant and competitive in my industry. And I'm the type of, you know, personality that really likes that sort of, you know, data and I like reports and I like to read them and you know, that would be something that you know, people that has seen a high interest rate when it's targeted the right person, and then follow up from boss or colleagues name. Obviously that only works if you have a Sort of a soft referral or something like that. But typically, if someone gets an email, this is a follow up from and someone's name, they're likely to reply to it because because you're referencing somebody that they know. So open the open rates for these vary, just make sure you please note that results are not guaranteed that you're going to get the specific open rates if you use these particular subject lines, and you're going to discover your own most effective email subject lines for you throughout this process.

So establishing the connection, it's really important to do this in a way that's meaningful and feels really relevant. So I put a couple example scripts in here that to just give you a sense of how that could look for you. So for example, I spoke to a few people at the XYZ marketing team and they pointed me to you to connect everyone mentioned a few key points and areas of opportunity for XYZ company and regarding zebra juggling, that would be great to discuss with you further. Pretty simple. My team just completed analysis of companies in the zebra training industry that outlined overall engagement with zebras and their trainers. There's a lot going well, but we didn't notice that you guys are trailing your competitors and a few key areas that dictate zebra training success.

You obviously couldn't say that if you hadn't done some research and knew that they were, in fact trailing in certain areas, and if you know, they know. And the third one, I was just reading a market intelligence report on wall street journal about the growth of zebra training, particularly acrobatics, I noticed your team is really moving forward in this area, but you don't have a juggling team. By 2018 Wall Street Journal predicts juggling will be the most popular segment of zebra app robotics. You could follow that up with a question What are you guys doing to make your zebra zebra juggling team more robust by 2018 question mark. The meat of your email is the key points that you're making. And these key points are oftentimes where you're going to use those custom fields in the spreadsheet that we went over.

So you need to make sure you're positioning and framing the issue and your positioning and framing your business. So effective zebra training programs are not accomplished by complicated programs being run by inexperienced trainers, the system needs to be simple and streamlined. Removing complexity from programs and implementing more expertise and training is not the most glamorous area to focus on. So they're often ignored. But these are the most critical pieces to solve for that can have the most impact. position in your business at XYZ company were the only people focus on unifying these efforts to bring more effective training programs to market and make them simpler.

Our clients are seeing substantial gains of 10 to 20% within 30 days. Now keep in mind, I'm writing this these are examples they are written in a way that you if you retarget Larger companies enterprise level, you know, other businesses, and they're written very generically. But the point of these and I want to emphasize this is try not to be boring. I mean, so often you get these things, they're so dry, like, Oh, you know, market data says bloody blah and this city that and it just doesn't feel that interesting, and it doesn't feel that relevant. I really encourage you to, don't just open these emails and just write them really sit down and write them in a compelling way. One of the books that I recommend as part of this module, which is in the resources area, but I'm going to mention now is Pitch Anything.

I think that he does a really good job of explaining the reasons why and how you should approach a pitch, which an email is a pitch in a way and even though his book is more about like pitching in person, like you get the meeting and you you know, you go to the offices But he has a lot of stuff in there about being interesting getting their attention, peeking their curiosity and keeping it. All these things that really delve to that sort of next level of psychology. And we'll just help you get better responses to your emails, because sometimes we're selling something that's kind of boring. Like, I don't know, zebra training, maybe that's really boring. But you can make it interesting by framing it in a way that it is compelling wording in a really compelling way and sharing a piece of information that evokes curiosity and is something that they don't know before.

Or another tactic when you're writing emails is you can write, write it in a way that you present the issue or present the problem associated with the issue in a way they've never thought about it in the past, so kind of shifting it. So those are some tips. I recommend reading Pitch Anything or get the audiobook to you can also listen to to that book effectively to, I believe, so outlining the fit in the email important. It's one area where segmenting by industry and company and stuff like that in that spreadsheet is very effective. Because if you're if you've got it all munden together, people are going to question whether or not you really are for them. You know, so be clear about how and where you fit into the space.

Arming yourself with really favorable stats for various industries helps with this. So you know, it apparel industries, it's very typical for women's apparel to have a 25% return rate for example. So when I'm speaking to apparel industries, I can speak to that statistic and I can say, you know, the more accurate product photography is on the product page, the less likely you are to have an experience what I call avoidable returns. When people think about it, oh my gosh, avoidable returns or return could be avoidable. So these are why It's important to make sure that you're really targeting and talking about it by industry, because that is not a stat that might be relevant in another industry for me, like, I don't know, maybe footwear or something. Anyway, so keep a file of links nearby, such as, you know, on Dropbox or even on your desktop that you can easily access and share.

This would be I read this great article, this was really, really relevant to you. your morning routine of checking industry, news and touching base can become very effective when you have this file of links and articles and things like that to reference. It also helps to mention your other successful or well known clients. So this has the double benefit of borrow credibility. They're thinking in their head, okay, they work with ABC big company, so they must be pretty good. You know, I mean, I don't know, I guess we could probably use some help here.

I'm going to reply and see what they have to say. That's all that you really need. So that can really help if you have that sort of traction and track record already. So the next thing is I want to talk about closing for the next step. This is one area where if you're not a salesperson, which if you're taking this course, you're probably not a salesperson. You can really derail your efforts because a lot of people, especially kind of traditional like old school sales trainers will try to tell you to close a sale and you're not trying to do that, especially if you're selling, you know, a higher value thing and into businesses.

Your goal is to close for the next step. So using a firm ask, do not be vague. And don't be wishy washy. Be very specific and suggest a date and time to connect. And it's really easy to reply to that when someone says, How does next Tuesday at 10am look for you, I can reply, instead of sitting in my head thinking, Oh, am I gonna do I want to talk to the person like blah, blah, blah? Well, listen, I do they and I can say next Tuesday at 10am I'm free okay?

Sure. Why not? You know It immediately gets me to something that I can say yes or no. So don't appear too overeager here. You can also use scarcity tactics if you want to show your value. So that's another one of the things is being too overeager.

Oh, my gosh, I'll talk to you anytime whenever I, you know, will totally, you know, bend over backwards and cater my schedule to your needs is not something that you want to do. When you don't have the time and to it doesn't send the right message. But you can say like, you know, I'm pretty booked up on Tuesdays, but I've got a little bit of time on Wednesday at 3pm. Does that work for you? You know, or, for example, something like that. There's a lot of different ways to do it, but a bad email.

Let's do an example of that here. So sometimes it's helpful to be able to see what not to do. This is an actual email and I tried to kind of make it not clear who it was from, just because I don't want to embarrass anybody, but this is a really bad prospecting email. So here it comes. tensile partnership. That's a misleading subject line to give me an A click on it because you know, I'm always looking to you know, make a good deal.

And if someone reaches out to me proposing a partnership, I'm curious what they have to say. So, but once I clicked on this email, and saw that it wasn't about a partnership, I was annoyed. So Genevieve, so they use my name they spelled it right so that's good, but it's not very it's kind of cold. There's no like, Hi, Genevieve or Hey, Genevieve. It's not very friendly. It's just it's very like sort of like the kind of email I might expect to get from like some someone on my board of directors if they're mad at me or something like that.

Somewhat strict. My company is also not called Satie LLC. It's called Zaidi. No one calls their business like something something LLC. So, you know, this is as soon as I saw that, it was clear to me that he scraped my information from so Sort of public record area where I would have been listed as being called Satie, LLC. So I saw that I immediately knew I scraped, he said he's been following CD LLC period, which is odd, bad grammar for a while, and you would like to discuss a potential partnership.

Um, and so that just kind of tipped me off that he hadn't really been following it for a while he scraped the information. And no research was really done. He says we've been working with growing innovative companies for over 25 years to help them scale safely and effectively. And so then I think well, who's been working with companies scaled them how I have no idea who you are. So this point, hackles are kind of up. And then there's a link, client testimonial, red granite pictures.

I don't know who red granite pictures is. I've never heard of them. There's a link. I'm not going to click on it. Because I don't know who you are. I don't know what you're trying to tell me about.

And I'm not interested Seeing a testimonial from someone, I also don't know who they are about nothing that I can tell. So what's the easiest way to get on your calendar for a phone call? The answer is big Nope. This did not get a reply. This is a bad email. Another example, I got one recently from somebody who referenced something saying, Hey, you know, you've got a great website.

And I would like to have a discussion with you about my team, taking care of some of your development needs in engineering. And if he would have done any research, he would have seen that we don't have a great website. In fact, at the time he sent that email, we didn't even have a website. It was being redesigned. And so it was a one page coming coming soon. Pardon our dust landing page.

So great website. No, don't do that. Do your research. And the other aspect of it is my team. My company doesn't have an engineering team anymore. We hadn't for almost two years.

So he clearly hadn't done his research at all. And so at that point, it's really the the lack of research and lack of relevancy that will kind of tip people off in terms of not saying, I don't have time to reply to this right now, but saying, This person is annoying me. They're selling to me, I'm annoyed. And it's because they didn't do their homework and they're not reaching out with anything relevant or a value. So that's really the clincher there. Um, so then let's talk a little bit about the cadence and the timing.

I prefer to send on weekdays, Tuesdays and Thursdays that does not mean that is the only way to do it. If you find that you have great success, sending Monday's send Monday's if you have great success sending Sundays at noon, send them then this all is about testing. So this is just what tends to work for me and There's all kinds of information out there people saying when to send emails, and everyone has different information about what works best. So really in reality, that means there's no particular best way. Just test and see what you get. I used to send at 6am, Eastern Time 9am Pacific.

But recently I started sending around 4pm localized Tuesdays Thursdays, and I do pretty well at that time, too. So, you know, it's really up to you in terms of when you want to try it, experiment. And that's definitely the key here, for voicemail drops. The point of a voicemail drop, and we talked a little bit about the scheduling for how and when to do those, and we'll talk about scripts in a minute. But I, the point of a voicemail drop is for them to hear your friendly voice on the phone, that you're a real person and you're not scary, you're not offshore, and you sound approachable and nice. And to encourage them to reply.

Your email. So I like to leave these voicemail drops between six to 8pm localized time weekdays only never on Fridays. And I like to do them later just in the evenings so that I get their voicemail. Sometimes I'll use a service like sly dial to make sure my message does go to their voicemail and doesn't ring through. And you also want to make sure that your schedules cleared during times that you're doing this and that you're pacing yourself and you're leaving time and you're being flexible. Because people will call you back.

They'll see that they got your voicemail. They will hear your voice and they'll call you back and they'll say, Oh my gosh, Genevieve, I'm so sorry. I missed your call and went to voicemail weird. It's very effective because oftentimes they'll say I've been meaning to respond your email. I've just been so busy with all this other stuff. And you know, I'd love to talk right now is not a great time.

And it's a good time to connect with people. And also just sometimes you'll have Have some really good conversations and and so definitely use the voicemails. Another thing I want to talk to you with about cadence and about timing is if you have the flexibility in your day, if you're sitting at your desk and you know, maybe you're just working on stuff, and you see the alert pop up on your dashboard from Yes, were saying that one of your emails has been opened. It's very, very effective. If you call them or voicemail drop them within 30 minutes of them opening your email. I know it sounds kind of weird and creepy, but it really it really works.

They'll oftentimes say when you call and say something like, you know, hey, Bob, just following up, I sent you a couple voice a couple emails. And you know, I'd love to connect. And they'll say, Oh my gosh, that's so funny. I was just looking at your email. I've been doing To reach out to you, but I've just been so busy and budget meetings or you know, whatever that might be. And that can be really hard.

That's something that this process is taught in terms of how to do that all the time. If you are a sales rep and you're sitting at your desk 100% of the time, doing nothing, but sales prospecting, but if you're a founder, if you're an entrepreneur, if you're running a company, you're often not at your desk, and it's impossible to know when your emails are being opened. And so, if you you can't always be there to make those calls. But if you happen to be sitting there at your desk and you see one of your voice, one of your emails be opened. I highly encourage you if you can to pick up the phone and give them a call or leave a voicemail right then because it works really well. So, about the voicemail drops.

We just got this, you know briefly there, but A lot of people just don't bother to do them. So really, you'll stand out most people who are prospecting are really lazy. They're prospecting at huge volumes, they're not doing their research. As you can see, they're not paying attention. And they aren't really delivering much value, if any. So if you leave a friendly voicemail, you'll stand out.

And, and, and really, I encourage you to block out, you know, maybe once a week for this and make sure that you have a lot of time at that point to be able to feel the return calls that you're going to get. So the last email I want to discuss is the breakup email. Statistically, a majority of emails will get a response between email six and eight. However, not everybody is going to reply to your emails. So sending them a final email, just letting them know you won't be contacting them anymore can be really effective because a lot of times they they're meaning to get back to you, but they're busy. They're in Budget meetings, they've been on vacation.

They have been tied up trying to get something out the door. There's a lot of really viable reasons they haven't gotten back to you. Because in all reality, you are priority number 9999. And they would like to speak with you. They're interested in what you have to say, but you just haven't really been at the top of their list. So this last breakup email can really spur them to action.

So you know, one example is just kind of be light and funny. Hey, you know, Bob, I haven't heard anything back from you about implementing zebra juggling for your acrobatics team. So I'm just gonna assume you have a juggling training program already lined up to hit the ground running in 2017. Either that or you're on a beach somewhere sipping a Mai Tai. If you ever want to discuss the bar juggling please don't hesitate to reach out in the meantime, here's a link to our blog. It has some great resources.

And you know if slots are more your thing, here's a great YouTube video of babies lost in a bucket who doesn't love that video. You know, the point here is by takes a look at this email. He's like, No, we don't have a zebra juggling program, we're not going to hit the ground running in 2017. I do want to talk to you. I've just been really busy. And you're being friendly.

And, you know, one of the things I like to add in this email is say, you know, if you ever want to discuss zebra juggling, or if you're just looking for some helpful resources on implementing a program, here's the link to our blog or our YouTube site or you know, whatever it is that you might be offering in terms of content. And then do not throw away Bob's contact information, do not burn it in a fire and throw it to the wind. Hold on to it because it's likely that when you were originally reaching out to Bob, you hadn't heard from him because it wasn't the right time. He didn't reply to you and tell you he wasn't interested. So he, we need to just assume that he is and it's bad timing. So you can you know, let six months or so go by desktop Bob's email again and reach out again with a new prospecting campaign and saying, hey, Bob, I know I touch base with you before, just curious if this is on your radar, you know, and and do this process all over again with the emails that you never got a reply to before.

So to get this off the ground, determine what groups of prospects you're going to be targeting in your blast for effective batching. Select and write emails that best establish the connection with the group contain the key points that will be the most impactful and best establish fit. I'm going to do my best to give you some emails, swipe files and things like that. But those are really mostly examples. So I shouldn't even call them swipe files. Because you're going to need to write and deconstruct these emails to be relevant to your industry, your category, your company and your voice.

So you're pretty much going to rewrite the entire thing. But I will try to get to good frameworks to get you going on, utilize the custom fields in your spreadsheet for these areas as much as possible and make sure you pay attention to capitalization and grammar, safety LLC. Period, you know, make sure that stuff doesn't end up in your spreadsheet, proofread it and upload it to the software. We're, you know, teaching in this in this class, which is yes, were using the mail merge function. If you don't have mail merge, you can just manually schedule the emails individually, it'll take a little bit more time, but not that much more time. You schedule the blast.

And don't forget to add in the BCC line, your CRM so your CRM will give you a special BCC email so that any replies to those from those contacts will sync to the CRM so you'll be able to look up you know, Bob Smith and see the email sequences that went to Bob and what he replied back and have that be stored and saved for future reference. And then you're going to Upload the list to your CRM. And you're going to label or tag the contacts from this uploaded list as prospects, if your CRM allows that to so that way, you know, they're not leads, they're not opportunities, they have been sent a potential a blast and their potential prospects. Okay, that's a lot of information. Get started with this, but you may need to watch it again. And if you have questions, which I am sure that many of you will, please don't hesitate to head on over to our private Facebook group, and engage with the discussion over there.

We're available to answer as well as the rest of the community and we all want to see each other, be efficient, be successful, and get this off the ground in the most streamlined and effective way possible for you. So don't hesitate to head over there if you have any questions. And we'll see you in the next module.