Best-Paying Copywriting Gigs: B2B Emails | Alan Sharpe | Skillshare

Best-Paying Copywriting Gigs: B2B Emails

Alan Sharpe, Copywriting Instructor

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14 Lessons (1h 42m)
    • 1. Best-Paying Copywriting Gigs: B2B Emails Promo

      4:01
    • 2. Lesson 1: Introduction to B2B emails

      8:16
    • 3. Lesson 2: Anatomy of a B2B email

      7:10
    • 4. Lesson 3: Cold email formula

      8:01
    • 5. Lesson 4: Anatomy of a cold email #1

      8:59
    • 6. Lesson 5: Anatomy of a cold email #2

      9:21
    • 7. Lesson 6: Cold email mistakes to avoid

      7:57
    • 8. Lesson 7: Email sequences explained

      9:19
    • 9. Lesson 8: Anatomy of a warm email sequence

      17:08
    • 10. Lesson 9: Use a colon in your subject line

      4:08
    • 11. Lesson 10: Sound like grandma in your B2B emails

      4:14
    • 12. Lesson 11: Drip email marketing converts long-term prospects

      3:54
    • 13. Lesson 12: Drip email marketing reaches ignored prospects

      3:18
    • 14. Lesson 13: Drip email marketing prevents customer defections

      6:10

About This Class

If you want to earn a decent living as a freelance copywriter, you should take on assignments that pay the highest fees. One of those assignments is business to business emails.

To see how much money you can make writing B2B emails, just visit my website. When a company hires me to write a series of up to six emails, I charge that company $400.

I can typically write this email sequence in a morning.

Do the math, and you’ll discover that if you write one email sequence a day at $400 a pop, and if you do that five days a week for 50 weeks in a year, you’ll earn $100,000 a year. Not shabby.

Hi, I’m Alan Sharpe, and welcome to my course on how to write effective B2B emails. I teach copywriters around the world how to write compelling copy. I landed my first paying copywriting assignment in 1991, and I taught my first business writing workshop in 1989. Since then, I’ve helped tens of thousands of individuals advance their careers by improving their copywriting.

This course is divided into four sections.

  1. Section one introduces you to B2B emails as a marketing medium. You learn what they are, how they work, and why writing effective emails has some unique challenges.
  2. Section two is all about cold emails, the ones you send to prospective customers to generate leads. I show you the anatomy of an effective cold email, and show you how to write a cold email sequence.
  3. Section three is all about warm emails, the ones you send to prospective customers who have requested to hear from you. I show you the anatomy of an effective warm email, and show you how to write a warm email sequence.
  4. Section four is the final section. It’s all about the power of drip email marketing. You learn why drip email marketing is so effective at cultivating prospects who are not ready to buy today, but who might be ready to buy in the future.

The ideal student for this course is anyone who has to write B2B emails to generate leads, cultivate leads and nurture potential buyers. If you need to write cold emails, warm emails and follow-up email sequences, this course is for you.

This course is practical. You and I will examine more than a dozen B2B emails to discover what works, what doesn’t—and why. You’ll learn tips, tricks and best practices from a professional copywriter.

I pass on to you all that I’ve learned about writing effective B2B emails during the last two decades. I show you the most common mistakes that copywriters make in their writing today—and then I show you how to avoid these blunders in your email messages.

Learn more about the course by reviewing the course description and frequently asked questions below. Watch the free preview lessons. Read the reviews from my satisfied students. The enroll today.

What will students learn in this course?

  • How to write effective B2B email sequences
  • How to write B2B cold emails that get opened and read
  • How to write effective B2B email subject lines
  • How to structure the sales pitch in your B2B emails
  • How to write warm email sequences that move prospects towards a sale
  • How to use hard and soft offers that generate results
  • How to boost B2B email open rates and clickthroughs

Ideal student

Copywriters who want to improve the effectiveness of their emails

Copywriters who want to earn good money by writing B2B email sequences

Language: English

Level: Intermediate

Course outline

Lesson 1: Introduction to B2B emails

Lesson 2: Anatomy of a B2B email

Lesson 3: Cold email formula

Lesson 4: Anatomy of a cold email #1

Lesson 5: Anatomy of a cold email #2

Lesson 6: Cold email mistakes to avoid

Lesson 7: Email sequences explained

Lesson 8: Anatomy of a warm email sequence

Lesson 9: Use a colon in your subject line

Lesson 10: Sound like grandma in your B2B emails

Lesson 11: Drip email marketing converts long-term prospects

Lesson 12: Drip email marketing reaches ignored prospects

Lesson 13: Drip email marketing prevents customer defections

 

Transcripts

1. Best-Paying Copywriting Gigs: B2B Emails Promo: If you want to earn a decent living as a freelance copywriter, you should take on assignments that pay the highest fees. One of those assignments is business to business e mails to see how much money you can make . Writing B to B e mails. Just visit my website when a company hires me to write a series of up to six e mails, I charts that firm $400. I can typically write this email sequence in a morning, do the math and you'll discover that if you write one email sequence a day at $400 a pop, and if you do that five days a week for 50 weeks in a year you'll make 100,000 year. That's not shabby. Hi, I'm Alan Sharp and welcome to my course on how to write effective B to B e mails. I teach copywriters around the world how to write compelling copy. I landed my first copyrighting gig in 1991 and I taught my first business writing workshop in 19 89. Since then, I've helped tens of thousands of individuals advanced their careers by improving their copyright. This course is divided into four sections. Section one introduces you to be to be e mails. As a marketing medium, you learn what they are, how they work and why Writing effective emails has some unique challenges. Section two is all about cold emails, the ones you send to prospective customers to generate leads. I show you the anatomy of an effective cold email, and I also show you how to write a cold email sequence. Section three is all about warm emails, the ones you send to perspective customers who have requested to hear from you. I show you the anatomy of an effective warm email and show you how to write a warm email sequence. Section four is the final section. It's all about the power of drip email marketing. You learn why drip email marketing is so effective at cultivating prospects who are not ready to buy today, but who might be ready to buy in the future. The ideal student for this course is anyone who has to write B to B E mails to generate leads, cultivate leads and nurture potential buyers. If you need to write cold emails, warm emails and follow up email sequences, this course is for you. This course is practical. You and I will examine more than a dozen b to B e mails to discover what works, what doesn't and why you learn tips, tricks and best practices from a professional copywriter. I pass on to you all that I have learned about writing effective B to B e mails during the last two decades. I show you the most common mistakes that copywriters make in their writing today. And then I show you how to avoid these blunders in your email messages. Learn more about the course by reviewing the course description and frequently asked questions below. Watch the free preview lessons. Read the reviews from my satisfied students than enroll today, looking forward to seeing you on the course. 2. Lesson 1: Introduction to B2B emails: If you want to earn a living as a copywriter, you should seek out projects that pay the best rates. One of those projects is B two b email. Copyright e mail Copyrighting pays well because email is the top digital channel for generating BTB leads. In a recent study, 73% of respondents said email was their top pick for generating leads for their organizations. Let me clarify a few terms so that you understand what's going on here. B two b is shorthand for business to business. Some businesses sell on Lee to consumers. Some businesses sell on Lee to businesses. Huggies, for example, manufacturers a line of diapers. They sell these to consumers. That's a B two C sale. Boeing, on the other hand, manufacturers a line of commercial aircraft they sell. These two businesses that's a B two B sales B to C and B two B are also different in how much time a purchase typically requires. For example, if you need diapers, you see an advertisement, visit a store, find the diapers, pay at the cash and you're done. Your buyer journey is 30 minutes. In business to business, the buyer journey is longer anywhere from a few months to a few years. If you own an airline, for example, and if you're buying a fleet of 30 Boeing 7 37 commercial jets where each jet costs 124 million, your buyer journey isn't so simple or so quick as buying diapers. Being to be purchases are neither short nor easy. They are long and complicated. If you own an airline, for example, you start by identifying in need. You then hunt for solutions. You search for aircraft manufacturers. You create a short list of those aircraft manufacturers, and you issue a request for proposals. When you get the proposals, you evaluate the proposals and you create a short list of two or three likely vendors. You then interview those aircraft manufacturers on the short list, seeking answers about aircraft, flight performance, operating costs, technology safety, environmental sustainability, cabin features, fleet strategy, political influences, risk assessments and more. Then you visit the assembly lines of a few of those aircraft manufacturers. You choose your topic. You then enter negotiations over price quantities, expected time of delivery, return policies, warranties and other terms. Then you make your purchase and you take delivery of your aircraft. Your buyer journey may very well be 12 months, not 30 minutes. As you can see, the buyer journey and B two B is longer and more complicated than the buyer. Journey and beatus. See, it involves MAWR decision makers and B to C marketing, particularly in online marketing and retail marketing. You might reach a potential customer with your marketing message, and they might turn into a customer within minutes. But in B two b marketing, your first contact with a potential customer almost never leads to an immediate sale. B to B e mails are valuable, and this is where email copyrighting comes in. From the time a potential customer reads your first marketing message to the time that that business person makes a purchase, that business will be researching their challenge or their problem. They'll be looking for solutions, and then they'll be researching your company and your product and your service. Your goal as a B two B email copywriter is to educate potential customers and move them along This buyer journey toward a sale and the most effective way to do this, according to be to be marketers, is with email. As you can appreciate, when the product you are selling is expensive and when the buying process is long and complicated. What you say in each of those emails is vital. This is the main reason be to be email copyrighting pay so well, because each email is so valuable in the sales process. Now there are two kinds of B two B e mails. They're used in lead generation as cold emails or warm emails. Cold emails are messages sent to potential customers that you have no relationship with. The goal of the emails is to generate a lead. You want the recipient to respond to your email by saying Yes, I'm interested. Tell me more warm emails are messages sent to Leeds who have been in contact with you in some way. Perhaps they completed the contact form on your website or they clicked one of your ads or they downloaded ah white paper from your website. Warm e mails are typically sent as a Siri's one after the other, spaced apart by days or weeks, with the goal of moving the lead closer to something other than a purchase, such as a sales appointment, a demo a trial or a free consultation. B to B e mails are about lead generation not selling and b two b email. Copy. Running your goal is rarely to make a sale. Your goal is usually to generate a lead or to nurture elite going back to our B two. C. Example. If you are sending an email promoting a discount on Huggies diapers, your email could be short and to the point, just a picture of the diapers, this sale price and a called action by Huggies at 50% off, your goal is to make a sale. But if you are writing to a business that is considering buying a fleet of aircraft, your email won't be so simple. That's because your buyer has multiple things to consider before placing an order and multiple stages to move through before making a purchase. Your goal with each email is education and lead. Nurturing B to B e mails are usually in a Siri's BTB email. Copyrighting is all about anticipating the needs and problems and challenges of your potential customers and then addressing them one at a time. This means B two B email copyrighting is rarely about writing one email. It's usually about writing a series of emails, a Siri's that follows a logical sequence and cadence. This is the third reason that B two B email copyrighting is such a lucrative gig. Businesses pay well for strategic, well crafted email sequences that move potential customers along a buyer. Journey toward a decision. BTB email copyrighting is measurable. This is the fourth and final reason that B two B email copyrighting pay so well it's results can be measured. You could measure how many people receive your email, how many people open your email, how many of those people click on the link in your email and so on. This means that as a B two B email copywriter, you can prove your value to potential customers. The more value you can prove, the more money you can charge for your email copyrighting services. 3. Lesson 2: Anatomy of a B2B email: when you sit down to write a marketing email, you need to understand the unique medium of email. Email marketing is unique and that there are things you can do with emails that you can't do with other marketing methods. Other marketing methods, such as social ads, blawg posts and Web pages. Let's do an anatomy of a marketing email so that before you write a single word of copy, you understand the unique medium you are dealing with with email. Let's start at the inbox, which is where your reader comes across your marketing message for the first time. This is what an email inbox looks like in Gmail without the preview pain. And here's what it looks like with the preview pain. Notice that when the preview pain is turned off, you can only see the following the name of the email sender, the email subject line, the preview text and the date the email arrived in your inbox. If there's an attachment, it will also show here. This is where your job begins in the in box. What you put in the from field, the subject line and the preview text has a tremendous impact on whether your recipient opens your email or not. Now click on an email to open it. E mails come in two styles. HTML and plain text. HTML Emails are designed. They typically include images, colors and logos. Plain text emails are just that plain text. You can see that this email has a logo and an image overlaying on the image is a heading and a call to action. This entire section is called the Header. Beneath the header is the body of the email. This email starts with a greeting Dear Sir Madame, followed by a comma In the world of direct mail and direct response, This part of the email is called The Salutation. Following the salutation is the opening line next to your email subject line. This is the most important sentence you will ever write as an email marketer. Notice that the email is broken down into paragraphs, each paragraph consisting of roughly three lines, not three sentences but three lines in the body of the email. You see a link underlined and blue links play a vital role in email Lee generation because the goal of every email is to persuade the reader to take an action, and the easiest action to take is to click a link. This action can be tracked. The email has a concluding paragraph. This is where you typically find the call to action. Following the cold action, you have the farewell. This email does not have one, but it typically says sincerely or best regards or something along those lines. Then comes the signatory section. The signatory is the person sending the email. This is where the center of the email gives their name, job title, phone number, address and other contact information. This sender chose to include a head and shoulders photo. You can see from other email messages that you have the option of, including images and cost action elsewhere in your email, not just in the header or at the end of the email. In the Footer is where you put links to your privacy policy, your mailing address instructions on how to unsubscribe and other information that keeps your email in compliance with privacy and anti spam laws in your country. Now, if you return to the inbox and follow the logical sequence of the email, this is what you learn. The recipient reads the name of the sender, the subject and the preview text and makes an immediate decision on whether to open the email, trash it or leave it for reading Later. Upon opening the email, your readers, I goes immediately to the top of the email glances at the header. If there is one, and then the eye drops down to the salutation. If there is one. Next, your prospect reads your first line of copy. If that sentence is compelling and intriguing, and if it promises a benefit your reader continues, reading the body of the email follows a simple formula. It described a challenge. The reader has describes a solution. Offer something of value as the next step for the reader to take and invites the reader to take an action. The email concludes with a farewell and a sign off. As you can see, you have multiple opportunities from start to finish of engaging your reader and keeping their attention. Now, this also means that you have multiple opportunities for losing your reader. Your goal is an email marketing copywriter is to use each section of every email to your advantage, your from name your subject line Preview text heading salutation opening line Body copy offer called Action and Conclusion. They all play a vital role in grabbing and holding the attention of your potential customers. The from name, subject line and preview text. Grab attention and give the reader are reason toe open your email, the header image and heading if you use them. Give the reader a reason to keep reading the salutation, greets your reader and establishes the relationship between you, the writer and them the reader. The opening line arouses curiosity. The next few sentences demonstrate relevance and establish credibility. The main body of the email offers a solution to the readers problem. The conclusion of the email offers something of value and calls the reader to take an action. When you master these elements of your marketing emails, you see the results of your labor in higher open rates higher click through rates and increased sales 4. Lesson 3: Cold email formula: There are two kinds of emails used to generate leads in business to business marketing, warm emails and cold emails. Ah, warm email is one that you send to a warm prospect on a warm prospect that someone who knows your company and has shown some level of interest in what you offer. A cold email, on the other hand, is one that you sent to a cold prospect, someone who has shown no level of interest in what you offer. A cold email is the electronic equivalent of a cold call over the phone. Your prospect is not expecting it and did not request it. Warm emails and cold emails share one characteristic. You send them to people who are likely buyers of your products or services. The hardest of the two to write is the cold email. That's because the recipient doesn't know you and you don't know them, which means you have no relationship or common experience or shared understanding. Toe work from Plus your email is an interruption. Here's how you write a cold email using a proven formula. Step one right. A subject line that intrigues don't begin your email with a subject line that gives away everything your email is about. And don't start your subject line by talking about yourself or your company or what you are offering. The only goal of your subject line is to persuade your prospect toe. Open your email. Your email subject line serves the same function as teaser. Copy on the front of a direct mail envelope. It entices the reader toe, open your email and start reading. This means you must do two things with your subject line. Demonstrate relevance and arouse curiosity. You demonstrate relevance by naming or alluding to a pain or challenge that your prospect has and you arouse curiosity by hinting at a solution. Here's an example. Imagine you work for a company that develops an open source AP I that helps businesses develop bots and other types of conversational artificial intelligence for customer engagement. That's quite a mouthful. Your prospects have a number of challenges in this area. One APP. Development costs are high to APP. Development is complex. Three APS usually launch later than planned. You can use any of these pain points in your email subject line like this Customer engagement app. Yes, complexity. No reducing your APP development costs. Launching your customer engagement app sooner. You'll notice that these subject lines name a pain. Promise a benefit, but do not mention how they are. Examples of subject lines that intrigue step number. To demonstrate relevance immediately in the body of your email, you must prove to your prospect that your message is worth reading. You do this by proving that you understand the prospect and have something of value to offer them. The easiest way to do this is to name a major challenge that you know your prospect is likely facing. Let's stick with our example. You're a company that develops an open source. AP I for developers, you know that one of their challenges is reducing development costs. So you begin your email like this. Hi, Bob. If you're developing bots and other types of conversational AI for customer engagement, I thought you'd want to know of a way to reduce your development costs. This opening sentence demonstrates relevance immediately and offers a benefit without naming the solution. Naming the company or introducing the sender Step number three. Introduce your solution. Now you offer a solution to your prospects challenge by introducing your product or your service. Something like this. Bought Sherpa is an open A P I platform for customer engagement. We've already designed, coded and tested every feature your customer engagement app needs, such as enriched mobile, social and messaging, conversational ai processing and CRM ticketing and collaboration. The's features are pre built and available from our open A P I at a much lower cost and developing them on your own step for offer. Something of value. The most effective way to generate a lead with cold emails is toe offer an exchange of value. You offer the prospect something, and you ask for something in return. The least effective way of generating a lead with cold emails is toe. Ask the reader to phone you. Most prospects don't want to talk with the sales person. Just as most shoppers don't want to talk with a retail sales clerk, this means you're cold. Emails should feature two offers, a soft offer and a hard offer. A soft offer is something of value that your reader gets without having to talk with anyone , such as a white paper or a special report that they download from your website. A hard offer is something of value that your reader gets in exchange for talking with a sales person, such as a product demo or a free assessment. Here's an example of what I mean if reducing your development costs is a priority for you next quarter or any quarter, for that matter, I invite you to download our white paper seven ways to lower your APP Development costs. If you are ready to learn Maura about our solution, call me today to schedule a demo and get started with your 30 day free trial. Notice that this paragraph features both the offer and the cult action. The soft offer is the white paper. The call to action is download our white paper. The heart offer is the demo. The culture action is called me today. In each case, the prospect gets something of value and you get something of value. They get the white paper or the demo. You get the contact details or their engagements over a phone call. The secret to the success of this cold email prospecting formula is intrigue, relevance, benefit and brevity. If you grab your prospects attention, demonstrate that you understand their pain, describe a solution and offer something of value, and if you do all of this as quickly and as sous Inkley as possible, you'll generate leads with email. 5. Lesson 4: Anatomy of a cold email #1: one of the hardest jobs in lead generation is writing effective be to be cold emails, I say. Effective because writing cold emails isn't hard. Anyone can write a lousy cold email, and most people do. But few people can write an email that's effective one that prospects open, read and respond to. If you need to write cold emails to generate leads, you'd be wise to examine an effective cold email and then copy all the things that are correct about it. To start. Here's a quick refresher. A B two B cold email is a message that you send to a potential client that the potential client did not request and does not expect. A cold email is the online equivalent of the cold call. It's unsolicited and usually an interruption in writing and sending your cold email. You have a few goals. Number one. You want the email to get past spam filters and get delivered to your recipients in box number two. You want your recipient to open your email and not just delete it without reading it. And number three you want your reader to respond to your message in the way you intended so Here's an example of a cold B two B email. It's being sent by a company called Click Cart AI, a software firm that develops an e commerce plug in that uses artificial intelligence to help online merchants predict and display on their shopping carts what customers want to buy before they search for it. That's a mouthful. The target market for this email is large online retailers and the job function being targeted is chief technology officers, chief data officers and chief analytics officers. In other words, this is an email promoting a technical solution to technical buyers. These buyers are concerned with finding technical ways to improve the customer experience of their online stores. This email is being sent to reach buyers who are either at the awareness or the consideration stage of their bar journey. In other words, they are researching their challenges, and they are considering solutions are not looking for a product just yet. Let's examine the email, the subject line says, following up on my voicemail. This is because this email is being sent by a sales person at Click Cart ai. First, the sales person phones the prospect that the sales person can't reach the prospect and has to leave a voicemail. The sales person follows up the same day with this email. I think you'll agree that this is a friendly, non sales e email subject line. It's likely to get past spam filters because it does not have any trigger words in it, such as free or buy or money or risk free. It's also conversational. Following up on my voicemail is an abbreviated shorthand way of saying I am following up on my voicemail. This makes this subject line informal and friendly, which makes the email more likely to get opened. If the sales person was not following up on a voicemail. And if this was just a traditional cold email, the sales person could use an equally effective subject line, such as Want to predict what your visitors will buy or predicting what your visitors will buy. The body of the email features a personalized salutation. It doesn't start with a pitch. It starts with a greeting, and he personalized greeting at that. One of the tallest hurdles when writing be to be cold emails is establishing credibility and relevance and one of the quickest and most effective ways of doing both is to start your email with your prospects First name. Everyone likes the sound of their name, and when someone uses your name, they grab your attention because they clearly know you in some way. The first line is the most important line in any email. If you're prospect doesn't read this line or if you're Prospect reads this line and stops reading your cold, email is sunk. Your goal with your opening line is to establish, report and introduce the prospects, challenge or pain at the same time. You need to establish report so that the reader begins to trust you, and you need to bring up the prospects challenge or pain so that the prospects sees that your email is relevant to them. This writer of this email starts like this. As someone who operates an online store, you likely wonder how you can increase your sales by predicting what customers will buy, or at least improve your odds of guessing correctly. This opening line establishes credibility by acknowledging that the recipient operates an online store. This is clearly not a bulk email being sent to businesses of every kind. It also brings up the prospects challenge. In a gentle way, you likely wonder it says how you can increase your sales by predicting what customers will buy and in your face opening would sound like this. You operate an online store. You must increase your sales by predicting what your customers will buy. Our writer takes a gentle er approach. You likely wonder this is a wise idea. You don't want your first sentence to sound like a lecture. You want it to sound like something a colleague or a friend would say over a coffee. Now the writer introduces the solution to the prospects paint. So I thought you'd be interested at taking a look at our data intake platform, which uses embedded predictive and learning capable algorithm fields to predict and display what your customers want to buy before they have to search for again. Notice the friendly language. Quote. So I thought you'd be interested in taking a look at Doc Doctor. The language of this paragraph is technical because the reader is technical, the buyer is technical. The paragraph states what the software does. That's the feature than it describes how this helps the online merchant. That's the benefit now the writer invites the reader to take some action. Quote. Want to discover if click cart ai is a good fit for company name, feel free to schedule a complimentary consultation with me on a day that works for you. Then there's a link that points to the scheduling software on the website. Or learn more by downloading our white paper. Predictable sales using AI to give your online store customers what they want before they search unquote notice that there are two offers and two calls to action offer One is a hard offer, a complimentary consultation over the phone. The second offer is a soft offer. A free white paper. The writer uses two offers because some prospects are ready to talk with a sales person, but most are not. Making two offers increases the chances that this email will generate a response. The writer ends on a friendly, informal note all the best for now and includes name and contact details. This be to be cold. Email features just three paragraphs and only 100 words, and yet it accomplishes a great deal in that short space, it grabs attention, arouses curiosity, establishes credibility, names the prospect pain introduces, the company describes a solution. Names of benefit on offers the reader something of value in exchange for the prospect taking the next action. If you want to boost the effectiveness of your cold emails, follow this formula. You'll warm up your lead generation in no time. 6. Lesson 5: Anatomy of a cold email #2: one of the hardest jobs in lead generation is writing effective be to be cold emails, I say. Effective because writing cold emails isn't heart. Anyone can write a lousy cold email, and most people do. Few people can write an effective 11 that prospects open and read and responsive. If you wanna write cold emails that generate leads, you'd be wise to follow a formula to start a quick refresher. A B two B cold email is one that you sent to a prospect who hasn't heard from you, and it's not expecting to hear from you. Your email is an interruption in writing and sending your cold email. You have a few goals. Number one. You want the email to get past spam filters and get delivered to your recipients email box and you want your recipient toe. Open your email and not just delete it without reading it. And number three. You want them to respond. So here's an example of a B two B cold email. It's being sent by plumbing leads a company that generate sales leads for residential plumbing contractors. The target market for this email is small residential plumbing contractors, the kind who do not have a marketing department or any experience with content marketing or online advertising. Thes potential customers are busy, distracted, and they're over prospected. They received many emails each week from companies promising to generate leads for them. This email is being sent to reach buyers who are at any stage of the buyer journey. Whether that's awareness, consideration or decision. Let's look at the email, the subject line says. First name Does company name need this? The first name and company named Fields will be populated by the email program that sends this email like this. Bob. Does Tucker plumbing need this? This subject line is personalized but vague. It's personalized because the prospect gets lots of email pitches like this each week from strangers. Personalizing the subject line makes it more likely that the recipient will open the email . Since the message is clearly addressed to him by name, the subject line is vague in that it doesn't say what it is about. For example, it doesn't say, say Bob Tucker. Does your plumbing company need leads? That would be a giveaway that would be giving away too much information too soon. So the vague subject line arouses curiosity. Instead, I think you'll agree that this is a friendly, non sales e e most subject line. It's also likely to get past email spam filters. The body of the email features a personalized salutation. It doesn't start with a pitch. It starts with a greeting and a personalized greeting at that. One of your tallest hurdles, when writing be to be cold emails is establishing credibility and relevance. One of the quickest ways to establish both is to start your email with your prospects First name. Everyone likes the sound of their first name, and when someone uses your name, they grab your attention because they clearly know you in some way. The first line is the most important line in any email. If you're prospect doesn't read this line or if you're Prospect reads this line and stops reading, your email is dead in the water. Your goal with your opening line is to establish, report and introduce the prospects, challenge or pain at the same time. You need to establish report so that the reader begins to trust you, and you need to bring up the prospects challenge or pain so that the prospects sees that your email is relevant. This writer of this email starts like this, true or false? Most companies that promised to send your company a steady supply of qualified plumbing leads don't This opening line establishes credibility by acknowledging that the recipient operates a plumbing business, a business that the sender knows by name. This is clearly not a bulk email being sent. Every business of every kind on opening like this presents the pain point, challenges the prospect a little, but does not come across as hard. So a hard sell opening would sound more. Like most companies that promise to send you a steady supply of qualified plumbing, Lee don't our writer, takes a less direct approach by forming this as acquis, True or false. This is a wise idea. You don't want your first sentence to sound like a lecture or a pitch. You want it to sound like an engaging way of speaking to your reader, getting their attention and interest. Now the writer introduces the consequences of this pain point. Most companies that promise to send Tucker plumbing a steady supply of qualified plumbing leads don't. Instead, they hand you a bunch of unqualified leads who waste your time. Or, even worse, they send you the same leads that they send to your competitors, expecting you to lower your prices to compete. No thanks. This paragraph is based on interviews conducted with plumbing contractors. Their top complaint was getting unqualified leads. In other words, getting the Leeds sorry, getting the names and phone numbers of homeowners who didn't want to buy just yet, didn't need a plumber right now or in some other way were not motivated to hire a firm like Tucker Plumbing, The second most common complaint from plumbing contractors, was working with lead generation companies who sent them leads but also sent the same leads day everybody else, all of their competitors. Forcing the plumbers to compete by lowering the price is something most plumbers don't want to do. So this copywriter takes this research and includes it in the first few sentences of the email, so that the recipient understands that the sender understands the plumbers, pains and frustrations and challenges this copywriter is following a common formula for writing cold emails, aroused curiosity, greet the reader in a personal way, establish credibility and irrelevance by naming the prospects pain then described the consequences to the prospect of not addressing that paint. Now the writer introduces thesis allusion to the prospects Pain First name. If you're sick and tired of empty promises, let's talk. Plumbing leads generates qualified exclusive leads for plumbing contractors. Notice how the solution matches the pain. The pain is unqualified. Leads the solution offered is qualified. Leads the pain is leads being sent to competitors in the same area. The solution is exclusively. Now the writer fleshes this out a bit mawr so that the prospect understands the value of the service. Our service is unique because you only pay for qualified leads. No other plumber in your city gets your leads. Our service is free to test. Your 1st 2 qualified leads are on us now. The writer invites the prospect that takes an action. Want to schedule a call with me to learn more, reply to this email or simply call toll free? This is a simple and direct called action. It asks for an appointment. That's because Plumbing leads wants to generate qualified leads with this email. They want leads who have a need, have a budget and already toe act. Now this email does feature an offer, though it's there in the bulleted list. Our service is free to test, and your 1st 2 qualified leads are on us. So that's actually two offers, a free test and free leads. One way to improve this called action is to invite the prospect not to a sales call but to a free trial of the service. It would sound something like this. Is your company interested in testing our service To see how we generate exclusive, qualified leads for your planning business in your city? Call me today to set up your free trial. The writer ends on a friendly, though formal note sincerely and includes name and contact details. This be to be cold. Email features just three paragraphs and only 105 words, and yet it accomplishes a great deal in that short space. It grabs attention, arouses curiosity, establishes credibility, names the prospect pain, describes the consequences of not addressing that pain, introduces the company, describes a solution, lists multiple benefits and offers the reader something of value in exchange for the prospect taking the next step. If you want to boost the effectiveness of your cold emails with prospecting, follow this formula. You'll warm up your lead generation in no time 7. Lesson 6: Cold email mistakes to avoid: one of the hardest jobs in business. The business Lee Generation is writing effective cold emails. Ah, cold email is a message you send to a prospective client who has no business relationship with your company and who neither requested your email nor is expecting it. Cold emails are hard to write because they are the electronic equivalent of the cold call. Most prospects don't like receiving cold calls, and most sales people don't like making cold. Emails are also unpopular because they rarely work. The majority of cold emails go straight to the trash can. But this isn't a problem with the medium. It's a problem with the message. Here are the top four blunders that B two B marketers and B two B sales people make when writing cold emails. Blunder number one. A subject line that's all about you. Your prospects. See two things when you're cold. Email arrives in their inbox is the name of the sender and the subject line of the email. If the subject line is all about you and your firm and how amazing you are, expect to end up in the trash can. Here's what I mean. Look at this subject line from a firm that offers managed cloud services. Two businesses quote. We are the best managed cloud services provider unquote now. This may be true, and it may even be relevant, since many businesses like to trust their cloud computing two leading firms and not toe amateurs. But this is the wrong place to boast. Your email subject line is not where you talk about yourself. It's where you talk about your prospect. So eliminate the words we us, our and I from your email subject lines. Talk about your reader. Instead, use a subject line like this quick question about managed cloud services. An email with that subject line is more likely to get opened and read. Blunder number two. No personalized greeting. If you receive an email from someone who addresses us, dear Sir, Madame, what do you do? That's right. You hit the delete button. That's because the email is clearly from someone who literally doesn't know the first thing about you, namely whether you are a man or a woman. The same goes for an email address to to whom it may concern another candidate for the trash folder. Your immediate goal with the start of your email message is demonstrating relevance you must give your prospects are reason for reading your message, and you can't do that. If you sound like you don't know the first thing about your reader, overcome this blunder by addressing your email to your prospect by name. Right, dear Bob, or if your approach is more formal dear Miss Carruthers, if you prefer an informal approach, right. Hi, Bob or Good Morning, Samantha. Blunder number three. Starting with you and your company. Biggest mistake I see in BTB Cold emails is opening sentences and paragraphs that are all about the sender, the sender's company and the sender's product or service. You've received emails like this so I don't have to show you an example, but I will. Anyway, you know the approach. You open the email, you start reading the first sentence, and it sounds like this. I work for Acme Networking Solutions, and we are the top suppliers of the catalyst 9000 Siri's to force in 500 firms. We offer a full suite of networking solutions. Our experience is unparalleled. That's why firms choose us, even ends with the sender. I, we our us The opening is all about the sender, not the recipient. This is the proven way to get deleted. But if you want your prospect to read your cold email opening open by talking about them, congratulations on your firm being awarded that major contract in Seoul. Since you'll be in the market for land core and distribution switches, you may want to consider sourcing through a firm that has extensive experience helping US based firms like yours get up and running. In South Korea, my firm dot, dot dot blunder number four slow in getting to the point you have three seconds to grab the attention of your cold email prospect. If your first few sentences failed to grab attention, you lose your chance to turn your recipients until leads. This means you must grab attention immediately. Your first few sentences aren't the place for a lengthy introduction to your topic or for a circuitous elocution about something abstract. Your opening is where you fire your largest cannon. To quote David Ogilvy, here's an example of how you don't start your email. We've reviewed a lot of project management APS for a lot of landscapers and contractors in the last 19 years, and we've seen the same problems over and over. Most small business owners instinctively know they need a project management app for their workers these days, but most are woefully unaware of what options exist and which option is right for them. Some choose to work with a software developer and spend far more money than they need to on a nap. Some choose the higher a friend of the family who happens to be good with computers, and they end up with an app that there's nothing for their business. Some brave souls choose to build their own app using a free tool and end up frustrated by the process. Unquote, that's 129 words, and you still don't know who is writing to or why. Here's how you do open. Are you losing business because your workers don't have a good project management app? You can find out right now by taking our free shrug test. Here's what you do, doc. Doctor. That's 33 words that name a pain point, allude to a solution, offer value and asked for an action. All communicated in 1/4 of the time the other writer took to communicate nothing. Writing cold B to B e mails doesn't have to be as painful Orosz frustrating as cold calling . Just as effective, cold callers work from scripts that are proven to generate results with prospects. So, too, can you work from a cold email template that works. Avoid these top four blunders and you'll write cold emails that prospects open, read and respond to. 8. Lesson 7: Email sequences explained: B two b email copyrighting is all about anticipating the needs and problems and challenges of your potential customers and then addressing them one at a time. This means B two B email copyrighting is rarely about writing just one email. It's usually about writing a series of emails, a Siri's that follows a logical sequence and cadence. Let's look at what email sequences are, what they are four and what they are supposed to accomplish. First of all, they're used for lead generation. The email sequences I am talking about are the ones that are used to generate leads or enquiries. Email sequences are also used in B to B and B to C marketing after someone has made a purchase. But I'm not talking about those types of sequences. I'm talking about emails that are sent in a Siri's to someone who is not yet a customer. Their goal is to generate and nurture. Leads There are also triggered by an event B two B email sequence is used to generate leads are typically triggered by an event that the recipient takes, for example, a perspective customer season ad online and clicks it. The ad takes the person to a landing page that offers a white paper downloaded in exchange for the person's name and email address. The person gives that information and downloads the white paper requesting the white paper triggers the email sequence that follows because this person requested the white paper a white paper that is of interest on Lee To people in the target audience, this person is considered to be a lead, someone who might become a customer. You can also add people to an email sequence manually upon their request or if they meet other criteria that you decide. E mail sequences are typically automated. B two B marketers set up the Siris in their CRM, or marketing automation software. They determine how many emails will be in the sequence, and they determine when those e mails will be sent. Then the CRM, or marketing automation software, sends emails on those days. The emails in a B two B lead generation sequence also follow a logical order based on the action the lead took to trigger the sequence, how maney emails they have received and any actions they have taken dure ing the sequence. For example, a company that is offering a white paper as a download starts their email sequence with an email welcoming the recipient and giving them a link to the download page for the white paper. That's the first email in the sequence. A few days later, the company sends the lead the second email in the sequence. This one asks the lead what they thought of the white paper and asks if they have any questions. A few days later, the company sends another email, this one discussing a pain point that the lead likely has or discussing a point made somewhere in the white paper. Each email in a B two B sequence should take a different slant on the same topic and feature a unique offer. For example, on email sequence scent of prospective customers who have demonstrated interest in subscribing to a software as a service accounting platform might look like this. Email one. The email topic. White paper download link. There's no offer. The call to action is Click here to download your white paper email number two in the sequence. The topic is how to choose between software as a service and on premise software. The offer is a free self assessment the call to action, which is best for you. Find out by taking our free self assessment. Now click here. Email number three. The topic is the total cost of ownership of software as a service accounting packages. The offer is a free demo. The Cold Action. Take your free demo now click here. Email number four. The topic is mistakes to avoid when choosing software as a service accounting software. The offer is a free trial. The called action is Take Your free trial. Now click here. You'll notice that every email in this sequence is about software as a service accounting software, but features a different slant on the topic. You can also see that each email features a unique offer and a unique call to action. Also notice that as the series progresses, it moves the prospect closer to a sale. Which brings me to my next point B. Two B Email sequences that aim to generate leads should be mapped to a stage in your buyers journey. Those stages our awareness, consideration and decision At the awareness stage, the buyer realizes that they have a problem at the consideration stage. The buyer defines their problem and researches options to solve it. During the decision stage of the buyer journey, the buyer chooses a solution. Your email sequence should meet buyers where they are in their buyer journey, for example, if they are at the awareness stage of the buyer journey right at the beginning, your emails should focus on educating your buyers about the problems, your product or service salts. If they're at the consideration stage, your e mails should provide information and resources that help your buyers solve their problems. And if you're buyers air at the decision stage right at the very end of the buyer journey, your sequence should focus on moving buyers to choose your solution. Thanks to the power of customer relationship management systems and marketing automation software, your email sequences don't have to be linear. In other words, they don't have to follow one after the other. In a sequence automatically, you have the power to take lease out of one sequence and put them into another sequence based on the actions they take with your emails. For example, if you have an email sequence that's aimed buyers at the consideration stage of the buyer journey there, right in the middle. And if one of your recipients clicks on a link in one of those emails on by, doing so shows clearly that they have some kind of an intent to purchase your solution. You don't have to leave them in your consideration sequence. Instead, you can remove them from that sequence and send a message for one of your sales reps to get on the phone and to call that prospect because they're ready to buy. As you can appreciate by now, be to be Email sequences used in lead generation are designed to move, lead down the buyer journey towards a decision. Each email in the sequence educates offer something of value and asks the recipient to take the next step in the buying process. The beauty of email sequences is that they help you scale your lead generation efforts because they are automated. They go out to your perspective buyers while you are busy doing other things, this is one of the major benefits of email sequences. They ensure that you follow up on all of your leads even when you are preoccupied or busy. The secret to success in sales is follow up. After all, persistence but pleasant follow up 9. Lesson 8: Anatomy of a warm email sequence: If you want to be successful at business to business lead generation, you must learn how to write effective email sequences. A B two B email sequence is a Siris of messages sent to a perspective customer, with the goal of moving that person along their buyer journey toward a decision. The sequence is typically consist of an introductory message, a series of follow up messages on a final message. The first email introduces the center to the recipient. The follow up sequence features individual emails that offer something of value and encourage the recipient to take an action. The final email is the final kick it the can off, persuading the recipient to take the desired action. The goal of B two B email sequences is lead nurturing or lead cultivation. The goal is rarely to make a sale. The goal is usually to get the prospect to take the next action in the buying process or sale cycle. This might be to request a demo sign up for a free trial or book a complimentary consultation with a sales rep. The best way to learn how to write a B two b email sequence is toe analyze a successful one , we're going to look at an email sequence being used by a firm that designs, develops and manages custom APS for Fortune 500 online retailers. This sequence consists of five emails. Prospects received the first email after they have visited a landing page and requested a buying guide. This is important to know before you can write an effective email sequence, you need to know what communication the recipients have received. Up until that point, you need to know what the company has sent and why the person is receiving the sequence. In this example, Prospects saw an online ad for a buying guide that tells them that 10 reasons they might need a new e commerce platform. They clicked on the ad and were taken to this landing page on the landing page. They gave their name and contact details, and they asked for a free copy of the guide. This is when they were added into the email sequence. The first email in the sequence is the welcome email it thanks the buyer for requesting the guide and introduces the company. The subject line seems straightforward, but it's actually carefully worded. Here is your guide this message communicates immediacy. Here is your guide. It communicates personalization. Here is your guide and it communicates practicality. Here is your guide. You can improve this subject line by saying, Here is the guide that you requested, but doing so doubles the character count. Making the line twice is long. You must assume that plenty of your prospects will be reading your email on a smartphone or a tablet, a small screen. So the shorter your email subject line is, the better. The first line of the email is a personalized greeting. This is good. It proves that the sender knows the recipient. Then the email. Thanks the recipient for requesting the buying guide. This is vital because the goal of your first line is to establish credibility and relevance . You must show your reader that you have a relevant reason for writing them in this line does exactly that. The first paragraph also features the download link for the buying guide. This is also vital because you can't expect your prospects to remember the landing page where they requested the buying guide, and you can't expect them to remember where they were directed to the download page, then the writer finds a gentle way to make a soft sell. By the way, if you're migrating to Shopify, big commerce or magenta and you need help with customization or integration, call me Today for a complimentary consultation unquote notice that this offer is tied directly to the topic of the buying guide. The Bind Guide is about reasons to migrate to a new e commerce platform. This offer is for a free consultation about an aspect of that migration, namely customization and integration. Then the writer introduces his company at four Chua tests. We design, develop and manage custom mobile APS, Web applications and Enterprise E Commerce Solutions for Global Brands, brands like Whiskers, Tom's and The Tennis Channel. This paragraph describes what the company does and who they do it for. It drops the names of three major online retailers one for each of the three verticals that this company is targeting with this campaign, namely pets, shoes and sports equipment. The writer ends the email with a call to action and supplies a phone number and includes a signature block that contains more details about the company and about the center. The second email in this sequence goes out to everyone who received the first email but did not respond. The subject line accomplishes the goal of grabbing attention and demonstrating relevance. Notice that this subject line is personalized with the recipients. First name. The body of the email starts with a short, one line paragraph. I have a quick question for you. Grabs attention on almost guarantees that their reader will continue reading. The writer reminds the reader why the reader is getting this email gives the download link again, then asks the question, Are you switching e commerce platforms? Partly because you are dissatisfied with your e commerce partner. A partner who no longer returns your calls. A partner who has left you stranded with a system that goes down, isn't compliant or put you at risk. Unquote. These questions are based on insights that this company has about its buyers. It knows that its potential customers face these challenges with their e commerce vendors. These are the top pain points, so the writer presents these pain points as a series of questions to demonstrate that the writer understands the challenges and needs of the reader. Then the writer presents a solution by introducing his company again. And by showing how leading online retailers use his company to solve the same challenges that this prospect may be facing, then the writer offers a free resource, a page on the website that describes how this company delivers client success. The goal of this offer and this link is to get the Raider to demonstrate buying intent by taking the next step in the buying process. The writer concludes by inviting the Raider to get in touch if the readers needs our immediate and pressing so notice, what the writer has done here created a soft offer and a hard offer. The soft offer is the link to a Web page. The hard offer is the phone call to discuss a challenge. Most prospects aren't ready to talk with the sales person. They click on the link. A minority of prospects have an immediate need, and they pick up the phone. The third email in the sequence goes out to everyone, as you can imagine, who received the first email and the second email but didn't respond. The subject line grabs attention in the form of a question aimed at the prospects, pain and dealing with issues that are discussed in the buying guide that the prospect downloaded the opening sentence keeps the prospects attention by reiterating that pain. By the time you finish reading R E guide, you realized that your current e commerce platform is likely putting your business at risk . Unquote. The second paragraph spells out the pain in detail. The risk of loss of business continuity, for example, or the risk of fines or a halt to your operations because of a lack of PC I or 80 a compliance or the risk of losing market share. Because you can't upgrade your system because it won't integrate with your point of sale system or for any number of pressing reasons. Unquote. Then the writer presents a solution to the prospects pain. If you need to reduce or eliminate your risks online. Let's talk at four Chua Task. We design, develop and manage custom mobile APS, Web applications and enterprise E Commerce Solutions for global brands. Then the writer presents new information. We have a proven and sophisticated software development process and methodology to minimize , mitigate and manage project risk. Our process ensures the successful delivery of your project on schedule and within budget This is one of the best practices in writing. Email sequences presents a new fact. A new pain, a new benefit in each email In the sequence. Don't just write a series of five emails that say the same thing in different words. Instead, write a series of five emails that communicate your value proposition in five ways. The writer concludes with a friendly, personalized call to action that is customer focused. Do you want to see if my firm is a good fit for and there Company name goes in there? Call me at this number to book a complimentary consultation. The fourth email in this sequence, you guessed it goes out to everyone who received the 1st 3 emails but did not respond. The subject line is provocative but playful. It's designed to get the email opened. The first line grabs attention by stating a negative that implies that a positive is to follow global A. Commerce brands don't come to us because we specialize in Shopify big commerce or magenta. They come to for two attacks because they have a problem, a theme that doesn't render properly on mobile, for example, or a widget that doesn't integrate with their point of sale system or they have issues with the localization. These pain points are the top frustrations and challenges that this company's perspective customers face. This company discovered these pain points through research and through interviews with its clients here. In this email, the writer presents these pain points at the beginning of the email to grab the attention of the reader and to demonstrate relevance. The writer than presents a solution by describing who companies like the Prospects company come to the writers firm for help. They come to for two attacks because we design, develop and manage custom mobile APS, Web applications and enterprise e Commerce solutions for global brands. And they stay with us because we solve their e commerce problems. Then the writer presents a soft offer, a link to an article that discusses a unique aspect of e commerce platforms. The writer ends with a hard offer. A complimentary consultation. The fifth and final email in this sequence makes a final attempt to move the prospect a step closer to a purchase. This email goes out to everyone who received the 1st 4 emails but didn't respond. The subject line is tied to the topic of the buying guide that the prospect requested and downloaded. The subject line is rendered as a question. Questions boost open rates. The first line of the email asks this question but personalizes it for the prospects company. Then the writer offers an answer to the question by offering a free resource and giving a link to it. Then the writer brings up a vital point about choosing an e commerce platform. And that is that 20% of the functionality that enterprise online retailers need in an e commerce platform comes through customization. Now that is a service that this company offers. The writer ends with another hard offer, again personalized for the readers company offering a complimentary consultation. You will see by now that there are a number of things you must do to write an effective B two B email sequence. Number one craft email subject lines that demonstrate continuity between what the prospect has done and what you the sender are doing. For example, they download a buying guide, so you send an email with the subject line. Here is your buying guide. Number two. Begin each email by establishing continuity. Remind the reader why you are writing. Refer to an action they took or to your last email proved that you have a connection with the reader and that you have a reason for writing. Number three. Demonstrate relevance Quickly give your prospect a reason to read your email. Do this by showing your prospects that you understand their challenges or paint number four . Offer a solution. Introduce your product or service and describe how it solves your prospects. Challenge number five Offer proof. Name the companies that are using your solution or offer other proof that your solution works. Number six. Offer something of value. Offer the prospect. A white paper ah buying guide, a free consultation, a free trial, a product or something else of value so that they take the next step in the buying process . Number seven. Mix things up. Keep the one main selling premise throughout your Siri's, but mixed things up in each email by describing different challenges, offering different solutions and offering different things of value, such as white papers. Free demos. If you do this with your email sequence, you'll generate more leads. You'll nurture those leads and you'll generate more sales 10. Lesson 9: Use a colon in your subject line: Please forgive me for being so candid, but I'd like to talk about the subject of your colon, the colon in your email subject line. That is one of the most effective ways to boost your email. Marketing. Open rates is to improve your subject line, the more relevant your subject line is to your customers. More likely, they are to open your email. Since you have a limited amount of real estate in a subject line, it's around 40 characters. The easiest way to boost the relevance of your subject line is to put your keywords or hot button topics at the front of your subject line, followed by an explanatory phrase with a colon in the middle. Your customers read your email subject lines from the left, and they moved to the right. So your goal with busy readers whose fingers are poised over the delete key all the time is to grab their attention with the first few words of your subject. That's where your colon comes in. Your colon separates the attention grabbing keywords from the explanatory copy that comes later. Let me give you an example. Using the subject of this lesson, I write email marketing letters for a living. My target audience is marketing managers who use email to sell their products and services , and they also use it to cultivate sales leads. When these folks go online and search for help with their email marketing, they typed these kinds of questions and keywords into their search engine email, marketing course, mortgage, lead, email, marketing, targeted email marketing. What these three search phrases have in common is the phrase email marketing. So if you want to make my email cells that are relevant, any of these three groups you should put email marketing at the beginning of the subject line and not at the end or in the middle. Then to show that my message is relevant to each audience, I must also put the next most important keyword near the front of the subject as I can. For example, if I am offering a course on email marketing to real estate agents, I shouldn't say enroll in our course for real estate agents on email marketing. Why? Because that puts the key words at the end of the subject line. Instead, I should use my trusty colon and say email marketing course for real estate agents. Colon enroll Now, if I was writing an email sales letter to mortgage brokers and if I was offering them help with generating leads for their practices using email to do that, I wouldn't write a subject line that said 10 Mistakes to avoid in mortgage lead. Email marketing Why not? Because that keywords come at the end. Instead, I would write mortgage lead email. Marketing Colon 10 Mistakes Tow. Avoid test this idea yourself with your next email blast and see what happens when you take care of your Poland. Your colon takes care of you. 11. Lesson 10: Sound like grandma in your B2B emails: The secret to persuading your customers to open and read your email marketing messages is to make your messages sound like a note from your grandmother. Your customers receive three kinds of emails. Email from family and friends. That's personal email from colleagues and suppliers. That's work related and email from advertisers. Legitimate and span. The least important of these emails, I'm afraid to say in the mind of your customers are the promotional messages from you and me. Most customers say Granny comes first. The boss comes second, and purported wives of deposed Nigerian leaders come last. That's because your customers and prospects read newspapers, magazines. They watched the news. They go online and follow the news for entertainment. They watch shows they go in there for the news, and the show is not to be pitched. The same goes for your phone. Your customers and prospects use their phones to talk with people that they care about. That does not include telemarketers. The same goes for your email. Your customers and prospects read emails primarily to learn stuff and to do stuff, not toe buy stuff, Which is why I recently unsubscribed from a popular email newsletter, all that seemed to do was pitch products. Just about every issue tried to sell me something instead of Teach Me Something or Tell me something. The author is a well known and well liked consultant and author. I like it. I signed upto learn from him, but just about all that he did with his emails, which pitch me his products week after week. So I said, Sayonara, start with your subject line. Grampa is in hospital will arrest the attention of your readers sooner than a subject line that says our furniture sale has many bargains for you. So think of how you would grab the attention of a loved one in a letter or a phone call. Then write your most subject line using that same visceral power. Well, while telling the truth, of course, next comes your salutation. Don't use dear customer or any of its lame cousins. Address your reader by name, say, dear Alan or Dear Mr Sharp. You would just family members, colleagues and vendors by name, because you have a relationship with them. Extend the same familiarity to your customers and opt in email prospects, and when you do that, they will immediately feel more inclined to read your email, then right on Lee about things that are of the greatest concern to your readers. Appeal to their self interest. You email birthday cards to your friends and family. You phone mum and dad on their wedding anniversary. Do the same in your promotional emails, sort of. By putting your readers first, making them the star of every email and making them feel important to you and appreciate it . They'll love you for it, and they'll give you their business. 12. Lesson 11: Drip email marketing converts long-term prospects: one of your most valuable assets is people who won't buy from you today. They are the majority of your prospects. But if your business is typical and I hope it isn't the majority of your sales leads slip away and never give you their business. Drip email marketing is the way toe win them. In two studies, trade magazine publishers Connors and Penton discovered that around half of the people who inquire about an advertisement that they see in a trade magazine place an order within 24 months. So what should you do with these buyers who aren't ready to buy? What can you do today to get their business within 24 months? Well, here are two things you shouldn't do. Don't pass all leads to sales sales. People want qualified leads. And a qualified lead, in their view, is someone who is ready to buy real soon. Not 12 months or 24 months from now. Most salespeople lack the resources and the patients to follow up with every sales lead for months. They concentrate instead on immediate opportunities, and number two don't wait until the lead is ready. A lead who isn't ready to buy for a number of months needs to hear from you between now and when they are ready. Otherwise, they will forget you or you will forget them or a competitors. ER will come along during that interval and grab your leads. Attention and their business. The most effective way to convert long term leads into sales is drip email marketing. Drip email marketing is the process of sending relevant messages to your prospects until they are ready to buy drip email. Marketing is like drip irrigation, where farmers and gardeners apply small amounts of water to plants over long periods of time. Drip email marketing is usually automated and relies heavily on email, marketing letters and newsletters sent to opt in subscribers. Drip email marketing is effective because it helps you stay in touch with the people who are not ready for a sales call today. Drip email marketing keeps your brand and your messages in the top of their mind. Drip email marketing ensures that you follow up with every single sales lead and Onley hand over to your salespeople the leads who are primed and ready to discuss a purchase. You and I tend to forget the people who don't stay in touch, but you tend to remember people who phone you e mail you or write to you over time. That's the beauty of drip email marketing. It helps you show a sustained interest in your prospects until they're ready to buy. 13. Lesson 12: Drip email marketing reaches ignored prospects: do you snub 25% of your potential customers If you're to businesses typical, you do. According to a five year study that measure the effectiveness of reader response cars in trade magazines, only 75% of response cards sent in by Perspective customers were followed up by a sales person. That means 25% of all sales leads were ignored. They were ignored because the problem facing most businesses is not Lee generation, but lead cultivation sales people can follow up with only so many leads a day. Their day planner is already full, so they tend to concentrate their energy on the hottest prospects. What does that mean? It means they ignore, deliberately or simply through neglect the leads that they lack. The time to pursue, which, as I said, is 25% of most leads. But you can follow up with every single sales, lead and inquiry that your business receives using drip email marketing with drip email marketing. You follow up with every lead immediately and automatically you send helpful, informative messages to your prospects over time until they are ready to buy drip email. Marketing gets its name from drip irrigation the method that farmers and gardeners used toe apply small amounts of water to plants over long periods of time. Drip email marketing is effective at following up with all sales leads and enquiries. Because the process is usually automated, your sales people don't have to add dozens or hundreds of leads to their contact managers for follow up. Instead, the people in marketing qualify each lead first. The hot leads go directly to sales. The warm and cool leads go into the drip email marketing system. You schedule a series of drips that you automatically make to every lead who enters the system. These trips are usually on email, letter or email newsletter. Because you're leads have requested to hear from you by email. They welcome your email marketing messages. Sending repeated relevant messages to this list of opt in prospects is the heart of drip email marketing. Your sales people will thank you for it, and so will those potential customers who almost got away 14. Lesson 13: Drip email marketing prevents customer defections: My wife bought a new Honda Civic 25 years ago and still remembers the salesman who sold it to her in Columbus, Ohio. She never bought from that salesman again because she married me and she moved to Canada. When y two K arrived, we traded her Civic for a Ford pickup truck. Then we sold the Ford and bought a Chevrolet Astro van. Then we sold the Astro van and bought Ah, Honda Odyssey. But my wife never talks about the guy who sold us the Ford or the Chevy or even the Honda Odyssey. She only remembers the nice guy from Columbus, Ohio, and she remembers him for only one reason. He stayed in touch. That's swell. Guy from the haunted dealer in the Buckeye State phoned my wife for years. After she drew her new baby off his lot. He'd ask about how things were going with her car, whether she was still enjoying it, whether she was satisfied with the service she was receiving at his service department. His calls were friendly, low key and never a bother. He never leaned hard on my wife to refer friends and family her way, but she made referrals anyway. He never pressured her to trade up to a newer model, but she would have given him her business anyway, except that I came along and asked her to marry me and moved to Canada. North toe, great frozen tundra. I mentioned all of this because of a startling challenge that you face as a business owner or marketer. According to a study conducted by the United States government, 68% of businesses dump one supplier and switched to another not because of price and not because of quality and not because of product selection, but because they have a vague feeling that their supplier doesn't care for them anymore and shows that lack of concern by failing to stay in touch. If you have a neighbor who doesn't drop by for coffee anymore, you assume the relationship has soured. If you have a boyfriend or a girlfriend who doesn't phone anymore, doesn't text anymore, you assume their relationship has headed south instead of north, the direction of Canada, where it should be headed that friends stay in touch. That's how your customers see it. They figure that if you care about them and want their business again, you'll stay in touch. And if you don't, you won't. Or perhaps I should say it this way. Your customers don't usually think if he doesn't want my business, he won't stay in touch. Instead, they infer from your behavior. If he wanted my business, he'd stay in touch. Since he hasn't, he doesn't. The problem with staying in touch with customers, of course, is twofold, particularly if the interval between sales is measured in years, such as house purchases and car purchases. First, you may not know what to say, and second, you may lack the discipline to stay in touch with customers for years after a sail, knowing all the time that they're not likely to buy. This is where drip email marketing is so effective. Drip email MARKETING ISn't Chinese water torture Drip email marketing is the commercial equivalent of drip irrigation. Farmers and gardeners can walk out to their fields and gardens and water them manually, assuming they remember to do so at the right time and use only as much water as is needed. Or they can install pipes over their crops and drip small amounts of water on their plants over long periods. of time automatically, not too much and not too little. Drip email marketing is an effective way to stay in touch with customers because the process is usually automated. Your sales people don't have to schedule follow up calls with hundreds of past customers. Instead, they enter the customers email address and name into a program, usually an auto responder. And that system sends informative, helpful pre written messages to their customers over time. These messages include tips, resource guides, new special reports and invitations to events. There's no hard sell. There's not much soft sell for that matter, either with drip email marketing, Staying in touch with your friends becomes automatic and therefore more likely toe happen. Customers who received your drip email marketing messages might not be like my wife and still be talking about you 20 years or 30 years after the sale. But you never know