Couple of tips based on our findings:
- You should say "you" 10 times more than "I"
- Your email shouldn't be more than 5 sentences
- Your copy shouldn't contain more than 70 words
- Don't add a "booking link" at the end and ask for them to select a time before they actually expressed an interest to talk
- Use interest-based CTAs instead of saying "how does Friday 10am works for you?"
- Personalize your reach out by finding something relevant about them that would be difficult for a robot to automate and tie it back to the reason why you reach out
- Don't talk about your company in a direct way, but talk about the problems your prospects face
- Don't mention your company's name in the copy, but mention the firms that are clients of yours or competitors of theirs
- Use "pattern interruption" methods
- Alternate short and longer sentences to keep your reader engaged
- Don't use any formating
- Consider at least 8 touchpoints before moving on to the next person
- Never say that you're "the best" at anything. "Show, don't tell".
Hope this helps, if you have other tips, feel free to share!
About the method
- 5 sales director pulled their CRM data together
- Industries: online marketing, recruiting, software (up to $10k ACV), consulting
- We looked at email templates that had been used at least 400 times each to take things that were statistically representative
- We had CRM data to tie the meetings booked with the sequences that were used as well as the meetings that actually closed
- Within the sequence, we had data to show at which step/touchpoint the meeting was booked
- That way, we were able to get the science behind the sequence itself and the "winning" email if you consider that the last touch should be used to measure overall success