百分之四十二的销售人员报告,prospecting is the part of the sales process they struggle with most. But as a sales professional, consistent prospecting efforts are arguably your most important activity. And these days, email is an essential part of an effective prospecting campaign.

电子邮件勘探最困难的部分？Efficiently making the right amount of high-quality attempts to each prospect with the right amount of time in between. The average rep only makes two attempts before giving up, yet the average sale requires eight attempts.

Download Now: 25 Proven Sales Email Templates [Free Access]

It’s no wondermost salespeople are failing at their jobs. They simply don’t make enough attempts to connect with each prospect.

However, sending more of the same emails isn’t the answer. The reps who are making multiple attempts often send the same message to each prospect over and over again. Or worse, they forward their original message and attempt to guilt trip prospects with lines like “Have you seen my previous emails?” Not a good idea.

To strike the right balance, salespeople need to plan what to say as well as how to say it, and vary their approach. It’s not that hard to make the appropriate number of creative outreach attempts if enough effort is put into creating reusable, quickly customizable email template sequences. And by automating the right parts of email prospecting, you canspeed up your sales cycletoo.

To inspire you to step up your game, I asked Matthew Iovanni and Holly Berrigan, respectively CEO and former director of accounts atFullFunnel, to share their formulas for success.

Using a process like the one below, they’ve helped clients such as Innovation Asset Group achieve管道增长400％. As a Platinum Level HubSpot Agency Partner, they’ve also helped many HubSpot customers produce similar results.

遵循以下过程，与更多正确的前景建立更有意义的联系。

Effective prospecting campaigns require planning -- and lots of it.

“Most companies take a haphazard approach to prospecting, arming their salespeople with a handful of templates, an email address, and a login to the CRM,” Iovanni says. Here's hownotto do that.

1. Use sales software to schedule multiple attempts at once.

FullFunnel使用HubSpot email sequencesto deploy their prospecting campaigns. Sequences leveragessales automation启用代表以自动个性化并安排一系列电子邮件，以预定义的间隔为每个潜在客户。买家响应后，他们将不会从序列中注册，并且不会发送进一步的自动化电子邮件。

Berrigan说：“此过程为客户的销售人员节省了很多时间，因为一旦我们安排了一组电子邮件要发送，我们就不必担心要发送哪个电子邮件或何时发送。”

Sequences users can also schedule tasks for the salesperson, prompting them to make a call before or after an email is scheduled to send, follow and/or interact with prospects on social media, or simply check whether prospects are opening emails or not.

Of course, FullFunnel doesn’t stop there. Over the years, they’ve refined their approach to crafting messages. Let’s start from the top and work our way down the anatomy of a perfect sales email.

2.使用有趣的主题线来最大化开放率。

主题线似乎是一件小事，但它们非常重要 - 您应该比大多数销售人员更痴迷它们。如果潜在客户发现主题行有趣，他们将不会阅读您的电子邮件。

“Recipients are more likely to open emails with intriguing subject lines, so be sure to include personalization, exclusivity, and questions,” Berrigan says.

以下是一些为FullFunnel客户服务的主题行。自定义它们以适合您的产品和角色。

个性化主题行：

  • [名称]，有趣的建议。
  • Your profile is impressive, [Name]

独家主题行(note: only use these if you actually have an exclusive offer):

  • Invite Only -- [Event Name]
  • Secret sauce for overcoming [challenge]

Question subject lines:

  • 您如何看待X？
  • How do you do X?

3. Personalize and customize to demonstrate interest in your prospect.

We’ve all received un-targeted emails from salespeople. At best, it’s annoying. At worst, it pisses us off.

“No one likes to feel like they’re getting a generic email,” Iovanni says. “A potential customer wants to be recognized as the unique and individual snowflake that they are.”

请按照以下三个步骤有效自定义您的消息：

  1. Personalize. Use personalization tokens in your emails to automatically populate messages with your prospect’s name, company, title, and any other distinguishing information you have about them. “Just make sure your CRM information is accurate,” Iovanni says.
  2. Use a persona.Make sure your recipient matches your target persona. Specific personas (or types of buyers) will have common pain points, so share content related to those pain points with prospects who fit the persona.
  3. Research. To maximize response rates, do research to find something unique about the individual you’re contacting. Incorporate this research into your messages, or even focus your entire first message on your findings.

4. Write short messages with the right tone to hit home.

In addition to personalizing and targeting your messages, you must write engaging and concise copy. Customization won't matter if your email is poorly written. By focusing on your message's tone and keeping it brief, you’ll significantly increase engagement.

Many salespeople make the mistake of putting their product's full value proposition in every email rather than something (anything!) about their prospect. FullFunnel uses Sequences to test bite-sized messages, which are more likely to get read precisely because they’re short, according to Berrigan.

Iovanni指出：“无需在电子邮件中告诉某人的所有内容。”“人们想知道您的产品或服务将如何使他们受益，而不是其工作原理。”

In addition, try experimenting with tone in your emails. FullFunnel's reps have seen success keeping their language familiar and friendly, but your ideal tone might be different depending on your target personas.

Below is a mock example of an email FullFunnel uses to market their service. The message this is based on achieved a 33% open and 11% clickthrough rate.

full-Funnel-1.png

You'll notice that the email doesn’t go into the specifics of what FullFunnel does. Instead, it shows the potential benefit to the recipient’s company. And most importantly, the email is written in the fun and friendly FullFunnel voice.

5. Test images to increase relatability.

In the example email above, you may have been drawn in by the simple graphic. FullFunnel uses images such as these in their emails in several ways.

“Educational infographics work when you want the prospect to come to the same conclusion you’re proposing, while funny images can quickly break the ice,” Iovanni explains.

Here’s an example from FullFunnel clientVOIQ，按需销售通话服务提供商。谁不喜欢一个经典的伯特·雷诺兹（Burt Reynolds）？（再次，这是一个模拟示例，而没有任何基于单个收件人的自定义化。）

increasing-leads.png

You can even include animated GIFs, which are supported by almost all email clients.

“Humorous GIFs are great for attention-grabbing messages to difficult-to-reach personas such as those in IT, or for very social personas like those in sales or recruiting,” Iovanni told me.

6. Use content and a clear call-to-action to encourage engagement.

Following the advice above should help you increase your email open rate. But that’s all for naught unless you can get prospects to reply or re-convert on your website as a result of your email.

The content and call-to-action (CTA) you choose to include in your messages will vary significantly on the stage of the buyer's journey your prospect is in. Below are the guidelines FullFunnel recommends their clients follow when choosing content and CTAs:

  1. 包括用于生成网站转换的链接。使用简单的动作词，例如“单击此处”，“ Discover”或“下载”，以清楚您希望读者要做什么。
  2. For contacts who are less familiar with your company's offerings, include a link to a landing page with relevant educational offers.
  3. 如果领导者意识到公司的产品，并且可能感兴趣，bob全站applink to a meeting schedulerso the prospect can immediately book time with a rep.
  4. For messages that fall late in the sequence or leads that have expressed interest through repeat website visits, email opens, or website conversions, include a link to a case study.

FullFunnel also uses渐进分析每次完成表格时，捕获有关给定潜在客户的更多信息。如果该信息已经知道，则渐进分析会自动隐藏表单字段，并提出一个新的字段以完成。这使表格保持短缺，同时使公司每次转换时都可以捕获有关潜在客户的更多信息。随着潜在客户的完成，收集的其他信息将使用更多的领域来发送越来越有针对性的报价，这反过来又有助于将潜在客户移动到买家的旅程中。

7. Create reusable sequences for different personas to maximize efficiency.

FullFunnel also considers which target persona a specific lead matches when determining which email sequence to send them.

“For each persona, we recommend creating five or more emails [per] cadence,” Iovanni says. “Each message should hit on pain points your persona may struggle with and present proof that you can help eliminate the problem.”

将每个系列电子邮件保存为HubSpot销售顺序，以使您的勘探触摸自动化而无需牺牲个性化。

在电子邮件勘探、规划一个经度g Way

当您一遍又一遍地向同一潜在客户发送同样的垃圾信息时，您的灵魂是否会消失？曾经感到沮丧，您的许多潜在客户忽略了您或告诉您退缩？有了一些计划，一些内容和正确的工具，您可以停止这种感觉 - 永远。

创建电子邮件模板,包括内容调整ed to the persona and buyer stage of each contact, write engaging subject lines, add images where they make sense, keep it brief, and follow through with multiple, creative attempts.

Next, use technology to store these customizable email template sequences and automate the repetitive parts of prospecting by scheduling multiple attempts at once. But don't go overboard with automation -- use your newfound time to do more research and customize each message for each prospect even more.

By quickly accessing and scheduling reusable email templates with CTAs to content proven to convert, you can achieve higher response rates more efficiently. Keep creating new templates and sequences for different stages of the buyer’s journey and different personas, and you’ll build a prospecting machine that puts quality opportunities into your funnel at an ever-increasing rate.

Email Prospecting Software

1.销售中心

2.阿波罗

3.PersistIQ

  • Price:Lite, $40/month/user; Starter, $60/month/user; $90/month/user
  • About:Ready to send personalized emails faster than ever before? Create customized email campaigns full of smart variables that keeps you from sending emails with missing values (i.e., that dreaded "Hi "). Their software can also determine between actual replies and out of office replies. And they flawlessly format your emails using their modern email templates.

4.Outreach.io

  • Price:Available upon request
  • About:Wish you had software that combined calling, texting, email, and social media to reach buyers where they most want to be contacted? Outreach.io can help. Auto-populated variables, open and click tracking, inbox integrations, and more make this a solid email prospecting option.

5.SalesLoft

  • Price:Available upon request
  • About:Use SalesLoft's templates to personalize your emails where it counts -- even embedding customized videos or attachments. You can also A/B test automated messages to find out which content serves your prospects best. OOO detection, an email deliverability checklist, timezone detection, and engagement triggers are just a few of the other features that will streamline your email prospecting with this software.

6.Reply

7.Mixmax

电子邮件自动化doesn't have to be cold, monotonous, or spammy. Follow这些建议并选择正确的勘探软件，您可以为您的前景和职业生涯丰富购买体验。bob电竞官方下载

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新的呼吁行动

Originally published Jul 23, 2019 7:36:00 PM, updated December 02 2021

Topics:

Sales Automation