Bryan Kreuzberger of Breakthrough Email's will explain how to take advantage of an effective e-mail marketing strategy.
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In this article:
- About our guest – Bryan Kreuzberger from Breakthrough Email
- Secrets of Sales Emails: A Study of InsideSales.com
- The outgoing triangle
- The technique of the waterfall
- Email marketing: how to create your message
- Step 1: Your goal
- Step 2: The opportunity
- Step 3: Your request
- Common mistakes in email marketing
- The importance of getting a correct email marketing
- The game book
Email Marketing for Business: How to do things right
About our guest – Bryan Kreuzberger from Breakthrough Email
Recently we had the chance to speak with Breakthrough Email founder and CEO Bryan Kreuzberger. His company helps companies and sellers find potential customers and increase their income.
He is one of the 40 best selling experts of Forbes and it is presented in The New York Times.
As a salesman, Kreuzberger has tried different ways to reach and react to his customers. At that time, he was selling a very specific product and he had hard-to-reach buyers.
He has experience in sales strategies such as cold calling, networking and trade shows. Yet it was only after learning to write e-mails that he managed to get people to meet him.
It was at this point that his career in sales really took off. During our conversation with him, Kreuzberger explained how to write effective e-mails and gave us tips for creating personalized e-mail templates.
The benefits of email marketing
With the other forms of communication available today for companies, what is the particularity of email marketing? Here are the top three reasons why you need to prioritize email marketing:
- You have your mailing list – In social media, the host website owns your account and your fans. They have the power to suspend your access at any time. In email marketing, you own the contacts you've earned and the email lists you've created.
- Email is the best way to communicate – A study conducted by the Radicati group revealed that before the beginning of 2019, more than 3.8 billion people were already using e-mail.
- Email marketing is better – Campaign Monitor reported that email marketing generated a return on investment of $ 44 for every dollar spent. It also generated 174% more conversions compared to social media.
Secrets of Sales Emails: A Study of InsideSales.com
Before getting into most of the email, let us introduce a recent study by InsideSales.com.
We are constantly looking for ways to make people better at what they do. To do this, we examine each aspect of the sales process. We are also focusing on revenue growth.
Sending e-mails as part of the sales process, we reviewed 18 million emails and tried to understand what were some of the best practices.
One of the components of the study is the time of day when people open their emails. We also looked at download rates: when do people download the content you send them?
Imagine that you can link all your communications to the likelihood that people will consume what you send them. It's basically about knowing when is the best time to send an email to your targets.
In this study, we found that an optimal shipping time resulted in higher open rates of 21% and higher download rates of 64%.
The outgoing triangle
Now each sale has two parts: opening and closing. We will focus our discussion on opening the sale – take the lead and ensure that you meet the decision maker himself.
Kreuzberger started developing his email marketing skills by writing and sending e-mails, always testing to see what was working.
He framed the start as a triangle. At the top of the triangle is who are you contacting – This is the list of targets, the decision maker and the searches you make to find the information you need.
Bottom left is how you reach them. To do this, you can use pace tools such as InsideSales, an outside agency, an inbound lead, a trade show, a cold solicitation, or a referral.
Bottom right is what you say. In the case of an email, this is the message. People call this the "pitch", which helps to establish their credibility.
Kreuzberger found that for most people, what you say is the most important factor. Yet he believes that it is actually who you contact.
This is because the person you contact brings you the customer. You have to find someone who is "qualified BANT" – someone who has the budget, authority, needs and timing.
You can have the best message in the world, but it does not matter if you reach out to the wrong people.
That's why the first thing to do is to identify who contact, then find the right thing to say for answers.
In the end, what we want are customers, not answers. The big advantage of outgoing traffic is that you have to choose your customers.
In his discussion, Kreuzberger is more focused on the messages, but it is good to keep in mind that targeting is absolutely essential.
The technique of the waterfall
One of the first things Kreuzberger learned from the point of view of targeting is the practice of delegation. If his target was the director of marketing, he would be delegated to an outside agency.
For any output, there is a whole hierarchy involved. Because they practice delegation, Kreuzberger instead decided to contact the Vice President of Marketing, the Director of Marketing and the General Manager.
His solution was to send e-mails to the three people whose positions are higher than those of his target person. Although he has no reason to contact them, in the end, the practice of delegation would allow him to meet a person with decision-making powers.
He is then able to obtain a commitment and use this leverage.
Email marketing: how to create your message
To help us better understand email marketing, Kreuzberger shared with us an example of email sent to McDonald's.
In his line of objecthe used "a suitable person" as a global company like McDonald's would involve a lot of people in marketing and buying media. The purpose of this email is to find the right contact person – the decision maker.
The first sentence is also used to preview pane, what the recipient can see before opening his email. The second section is l & # 39; opportunity, who presents what his company can do for McDonald's. So the final part is his request.
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Step 1: Your goal
The first step in creating your email marketing message is Present your goal for writing. The line of object is the appropriate person. Kreuzberger gave us this example:
"I write in the hope of finding the right person who manages multicultural media?
I also wrote to Person A, Person B and Person C in this suit. If it makes sense to talk, let me know what your calendar looks like.
The other people he was referring to were the CEO, the marketing director, and the marketing director. He does not practice copying people in one email. He writes four separate e-mails to triple his response rate.
When asking for the contact person, Kreuzberger recommends sellers to be broad. In fact, you want your recipient to continue reading your email.
He also mentioned that the common mistake of most salespeople in writing emails is to talk about themselves. For example, by launching the email with something like "My name is Bryan Kreuzberger and I am the founder of Breakthrough Email …"
Your recipient can already see in his inbox who receives the email. What remains to be done is get to the point. The subject line is the point, and the first sentence reinforces it.
While there is really nothing wrong with starting your email with a spiel, let me tell you-about-us, your goal is to influence your recipient . To do this, you must associate them with what really interests them.
Step 2: The opportunity
Instead of talking about what you can do, what you can do for your potential customers.
In the first sentence of the body of your email, define the main concept. What is the end result they can expect or would like from you?
For example, the Bryan company mentioned in its example email addresses the restorers. He took the opportunity he offered in this way:
"Voodoo Box helps restaurants increase sales and revenue."
People will remember the first and the last thing you say. That's why, in your email, be sure to mention the main benefit to them or the frustration you are solving.
Kreuzberger said that if he divides his email in two words, it would be a "credible opportunity". The question is how to establish your credibility if your prospect does not know you or your business.
The solution is to reference your most recognizable customers. For example:
"Our clients include Burger King, P & G and Chili's."
Now, if you have a unique business and model, as well as hard-to-reach decision makers, Kreuzberger warns you that you must first understand the fundamentals of creating a copy of e-mail. You can not just take a model and expect the most influential decision makers to meet you.
Step 3: Your request
The third step is your request or your request. For example:
"If you are the person to talk to, what does your calendar look like? If no, who do you recommend I talk to?
Full Signature "
In the signature, Kreuzberger concluded that it was not necessary to include a link to a web page. The reason behind this is that he does not want his recipient to visit his page but not answer him.
The goal is for your recipient to delegate your request to someone else, or someone else agrees to meet you.
Kreuzberger also shared his test results of word choice. They discovered that using "calendar" instead of "calendar" resulted in a 35% increase in responses. The advice is not to be too desperate.
Similarly, using the word "talk" instead of "meet" or "call" results in a 60% increase in the number of responses. He advised not to worry about how you will meet your prospect.
What you want is to ask them to demonstrate the lowest commitment possible. The order of priority you should have is:
- Find customers
- Contact the decision makers
- Creating messaging
- Get the meeting
If you do not reach the decision maker, you give someone the power to say "no," even if he does not have the ability to say "yes."
Other effective email marketing tips
In addition to knowing who to contact and how to write your message, here are some helpful tips you can apply:
Choose the quality rather than the quantity
Providing valuable content is more important than the number of emails you send.
Make sure you have a good goal to send an email or start a marketing campaign. You will not be able to maximize the effectiveness of email marketing if you do not have a goal.
At the same time, do not overload your subscribers by bombarding them with messages. Plan your content well to increase your engagement rate.
Customization and visuals
Knowing who you are talking to helps a lot in personalization. Take the time to research your potential client or client in order to create a compelling and compelling message.
Keep your paragraphs short and use bullets so that your recipients can easily browse your content.
Use visuals in your message, but do not overdo it. One way to do this is to embed some of your message in the graphics to entice your recipient to read your email.
Do not forget that some email providers block online images or even tag emails with images as spam.
Call for action
What do you want your recipient to do after reading your email? Tell them through your call to action.
This is similar to the third step we discussed above (your request). The call to action should reinforce your goal of sending email marketing materials.
With this you can ask your recipients to take action such as:
- Visit your website or store
- Enjoy your promo
- Follow yourself in social media
- Join your competition
Provide an opt-out option
Providing an opt-out option may seem like a bad thing to do, but it can help you in the long run.
If you do not give users the ability to remove their email address from your list, they might be prompted to mark your email as spam. This is something you must avoid so that it does not cause any problems for you.
Avoid the Spam folder
The first step to avoid getting into a person's junk mail folder is to make sure that person has chosen your mailing list well. Apart from this, you should also avoid the following problems:
- An object line all in uppercase
- Too many exclamation points
- Vague topics
- Messy HTML format
Spam filters for email providers differ from each other. It's better to test your marketing email campaign first to make sure you send the best version to your recipients.
People open their e-mails on different devices, such as smartphones, tablets and laptops. Having a responsive design allows your recipients to view your email easily using one of these devices.
When thinking about how you write your message, do not forget to make it also responsive.
Common mistakes in email marketing
One of the mistakes sellers make is to write to one person thinking that it covers the business.
Another is to write to the actual target person, but not to people who hold higher positions. As a result, they are delegated or have no leverage.
Finally, they write declarative email marketing messages and talk about themselves.
Once you have a game book that works, you can use a technology such as InsideSales and make your team more efficient.
The importance of getting a correct email marketing
E-mail marketing the right way will make you much more efficient in sales. The results obtained are qualified contacts and meetings because the right people will be able to connect to your email.
Remember that there is no long copy, there is only boring copy. If you do not know what to say, nothing is better than sending something.
The game book
When it comes to email marketing, you never really know what will resonate with each target person. Each company has a different reader and decision makers at different levels.
To identify real messaging, you can create if-then scenarios for your business.
Once your business has a game book, you can download it to your own system and create the rates. You can create your mail matrix to understand your customers.
In turn, your salespeople can be much more effective.
Some companies need your help and can change your life. If you really focus on your customers' concerns, you can contact anybody through email marketing.
Take the time to think about your target and your e-mail marketing message. Really understand what motivates your buyers to be an effective seller.
Do you know of other proven methods on email marketing? Share them with us in the comments section below!