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Matt HeinzPresident, Heinz Marketing Inc
Best (and worst) practices for sales development emails
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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
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I am serious about the bacon
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Get ready for the bad…
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The “apology”
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The “did you get my last email…”
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The “did you get my last email…”
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The “last attempt before we break up”
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The “I’m going to make you do all the work”
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The “do you have 15 minutes”
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The “I’m reading from a script”
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The “I’ll just start calling you bud”
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The “look how awesome we are”
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The “event meeting invite with no agenda”
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The “no I’m never going to stop…”
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The “Alligator”
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From Bad to Good…
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Brevity• You have seconds• Get to the point• Think in terms of stages…
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Subject Lines• Short• Tease• “Open the envelope”• Write the first• Always write 2-3 versions
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Email Length• 100 words or less• The earlier your relationship, the shorter the email
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Salutations• Are you on a “hey” basis• Do you really want to drink with them?• Michael vs Mike
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Share & Teach vs Ask• Don’t make them work• Registration-free content• Reframe
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Images, Files & Attachments• Don’t use them
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Be CAREFUL about mail merge• What’s your QA process?
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Think Context• Time of day?• Day of the week?• Level/role?• After or before what?
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Trigger Events break the ice…• Personalize• 3x3 research
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Integrate channels• Email, phone, social, direct mail• These best practices apply to all of them!
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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