At our very first University session, SDR 101, we hosted Morgan Ingram, Director of Sales Execution and Evolution at JBarrows Sales Training. He gave an in-depth rundown on how to help develop, motivate, and teach tactics to sales teams, specifically the Sales Development Team. One of the topics he focused on was email outreach. He shared how to send the right (short) email to hook prospects and get them to feel like they need your product now. Listen in on his 4 tips to master your sales email outreach below.
1. Send Short Emails
When you send an email, aim to keep it short. 79% of emails are read on a phone! Think about how your customers are taking a few minutes in between their meetings and checking their email on their phone. We have very short attention spans and are always on the go. If you’re going make an impression in the inbox, it needs to be simple and quick. You only have 5 seconds to catch their attention.
“If you can make your message short, and condensed, and to the point, people will resonate with that.”
Be sure to troubleshoot and test your emails by creating them on your phone, or sending a proof of the email to yourself before loading it into your sales enablement tool. This will ensure you can understand how your future customer will experience your note on mobile versus on a desktop.
2. Send “Why you?” Emails
Above Morgan explains the “Why you?” email. The goal of any outbound email an SDR writes is to hook prospects and get them to feel like they need your product. But also, it’s to ensure that any recipient isn’t wasting their time opening your emails—that it’s not just another spam email talking about another spam product.
There are three different approaches you can take:
- Personalize subject line - Use the recipient's first name and reference something you saw they did recently. i.e. “[First Name], I saw your ___ post on _____.” or “[First Name], I saw your tweet about _____.”
- The Connection symbols - By using the greater than and less than symbols, it creates a mental connection for the client and company. i.e. “[First Name] <> [Company Name]”
- Google it - When you’re needing an extra dose of creativity, you can search “best subject lines’ and grab some inspiration from your peers.
When you think about your personalize subject lines, get creative and hook your prospect’s attention.
3. Send “Why you now?” Emails
Next the goal is to communicate “Why you NOW?”. This is when you use the top triggers or priorities you’ve researched on their persona to establish urgency. Ask yourself what are your clients and customers needs? Then ask, what are the solutions? Then share how you can help now.
“I am creating this message for you and this is WHY I’m doing this for you.”
4. Include a clear Call to Action
Always end with a next step. What do you want them to do? What is the call to action? Do you want to hop on a call, look at a blog post, or download a white paper? Be clear and concise. Remember, don't detract from your message. When you are looking at context, you need to find something the prospect can resonate with and directly tie it in to the call to action.
In the end, your goal is to get a response and move forward in an organization. Stay concise, focus on the customer and their current needs and be clear with what next steps are! Learn more sales tips from Morgan's University SDR:101 class here.