Your Communication Copy
A personalized email should have these components in it.
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Subject Line
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Icebreaker
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Pain point
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Value Add to your offering
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Trust Build
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CTA
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Signatures
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A link to unsubscription
Golden Rules
Here are some golden rules that always work:
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Job of every component is to convince the reader to go to the next component.
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Style of writing has to be similar to the way we talk and NOT technical writing.
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Sentences should be short.
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Limit talking about your company to the 4,5 point.
Objectives
There are three objectives that people associate with the email that you can fulfill:
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To evaluate the positioning that is working
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To make the audience aware of your value proposition and precursor to a cold call.
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To get responses
Need of Personalization
It is not possible to personalize every email. Why ? There are two reasons:
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Data used for personalization is not available for every person in the list.
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It takes a long time to hyper-personalize an email.
Hence if objective is 1 or 2, then personalize at industry, segment level, ICP level. If objective is # 3, then do personalization. I am not saying that personalization will get you results though. It depends on other components of the email as well your value offering.
Email Template
The Email Template provided below is an example of an email following 7 components. Your template will be different from my template and vice versa. Templates must evolve with time.
Subject line
Subject line is the first gate and it must be opened. Subject line’s only goal is to convince the reader to open the email. Avoid subject lines that can label the email as spam. You should be able to find spammy subject lines on the internet. Subject lines that do ask questions are my favorite but it does not have to be the only way. Subject lines should be focused on the client and not you.
Example: How about Hyper-personalizing your outbound campaigns ?
Iceabreaker
This is the part where beginners struggle frequently. This is the part to be practiced the most. Rest of the copy can be templatized. This one requires account research, reading news, and keeping yourself updated. Talk about the client. Otherwise, you would lose him/her. Remember, readers suffer from attention deficit.
Icebreaker should be focused on the client and not you.
Example: HelloABM Champion, haha just kidding {firstname}!
Share the pain
Now is the time to start your positioning, value proposition. Too early to talk about you, the product. Focus on the problem, opportunity and in a language that is understandable by your customer/audience.
Example:
Outbound marketing does not work as it used to. Why ?
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Too many players in the market.
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Personalization does work but cannot be automated.
Pitch
Now comes the pitch. Preferably, without reference to your company name. This is the part that gets better with practice. There is no other way.
Example:
Now, imagine, if there is a tool that can provide you filters that you had dreamt of, like a filter by triggers, products/solutions they sell, or global coverage and not just USA coverage or customized filters?
Think of OceanFrogs. An Ocean of intelligence with new data filters, technology spend, intent and more. You challenge us with the way you would like to do your ABM planning.
Build Trust
Just pitching is not enough. You need to support it with evidence. External validation is the way to validate.
Example: Salesforce, Github, Oracle, Automation Anywhere rely on it.
# 5 CTA
CTA should be in-built in the story of the email.
Example: Let me know if this is worth a chat on triggers you use for personalization.
Signatures
This part is not paid enough. Signatures do help readers build trust in you. Trust can be built through external validation. Testimonial, G2 Crowd rating, link to press releases, awards are the best ways to build more trust.
Avoid Unsubscription
It is too early to give up on the audience if positioning and pitch in the first email does not work. Every company is working on getting the right pitch. For that to happen, you need to avoid the audience hitting the unsubscription button. Do whatever it takes to achieve that.
Example:
If my request isn’t of interest, my apologies. I’m likely going to try and follow up a few times. If you don’t wish to be subjected to my professional determination, just message ‘No Coffee for you’ and I’ll sling my hook. I don’t want to be in pain.
In case, you want to know why people are unsubscribing, create a google form and link it to the unsubscribe button. Questions in google form must be thought through so that every response gives you rich information.
