On the other hand, sales emails might follow frameworks or “templates” but the text itself should be hyper-specific to the company.
“I think there are opportunities for sales reps to be more israel girl whatsapp number efficient with some of their outreach by having some type of bare-bones templates that they’re using just to fill in some of the really common things we say, but ultimately I think sales emails are most impactful when they’re customized,” Beth says.
Our team has seen more success with a few high-quality customized emails than pushing out a large quantity of templated messages.
“I would much rather see reps take their time on those emails rather than being super automated, even if that means they send out 50 emails a day instead of 300. They’ll get twice as many people to respond from those personalized messages,” Beth says.
How a sales email gets personalized depends on the source of the lead.
“If it’s an inbound lead, the way we’re customizing it is by understanding their digital body language. What did they download and what can that imply their greatest challenge is right now? That coupled with initial research on their company and their role to see what they’re responsible for so that first customized touchpoint is actually based on our perception of what their situation is right now,” Beth says
Outbound leads require more research into commonalities between the sales rep and the lead. Since that prospect isn’t familiar with your company already, they have to build trust person-to-person. Reps can do this by looking for shared connections, nearby hometowns or common interests.
Trigger events, changes that have occurred in a prospect’s life, can also provide a great starting point for a sales email.
“Through your research of that company and that person, is there something of note that’s worthwhile pointing out? Did they just get a new job or promotion? Did their company just get a lot of funding or win a big award?” Beth prompts.
Weaving these types of triggers into initial outreach helps to break the ice and proves that you’ve actually spent some time looking into the prospect before writing them an email.
How Frequently to Send Emails
Regardless of if you’re sending marketing or sales communications, the best practices for email cadences vary based on the behavior of the prospect.
“I would say generally you don’t want to email someone more than 2–3 times per week,” Guido says about marketing emails.
But you can email more frequently if someone’s engagement warrants it.
“If someone’s opening, clicking, downloading something from every email that you send them, you can keep going. There’s no reason to use three per week as a cap. I would say until you see that engagement, I wouldn’t exceed that though,” Guido says.
For sales, cadence will depend on the lead type.
“When they’re outbound or they’re colder leads, you want to make sure you space your emails out a little bit more to assess your timing,” Beth says.
But even for inbound leads, you don’t want to be locked into a predetermined cadence. Instead, try to be reactive to how each prospect engages with your outreach.
For example, say you send out first touch emails to 20 prospects on Monday and 10 people opened it but didn’t respond and the other 10 prospects didn’t open it. You won’t want to send a follow-up email on Tuesday to the prospects who haven’t opened the email yet. But, you can consider sending a Tuesday follow-up to the prospects who did interact with your email.
But whether or not a next-day follow-up is appropriate also depends on what the ask is from your original email. If your first touch was providing a resource, you need to give prospects time to take in the information you provided.
“There’s no one playbook that’s going to work really well,” Beth says. “If you really box yourself in to using specific cadences for certain situations, you’re not going to be as successful as if you can be really reactive with how you’re reaching out to people in certain groups depending on their engagement