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5 Rules to Effective Breakup Emails - Lift Enablement
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Sep 27, 2018 1:00:00 PM “I advise people to realize that to a sales rep, every day feels like a week, but to a buyer, every week feels like a day.” In putting together this post, I grabbed my email analytics and here’s how the breakup email performs in our prospecting cadence efforts (in a universe of 2,500 emails where breakup email account for just over 10% of the emails): 3x the click rate 5x the response rate For our active sales efforts (unfortunately the data set is too low and not every email is tracked so I can’t give comparison number) ,we get a 70-85 percent response rate on our breakup emails. Yet, despite this, breakup emails have a bad name, as my friend and podcast cohost Mike Donnelly shared in a Twitter exchange that prompted this post. To acknowledge Mike’s point, there are a lot of bad breakup emails that are used, but that’s because of the execution, not the tool. I promised Mike and others that I would share the rules we use to create effective breakup emails. The 5 Rules For Effective Breakup Emails 1. Have Good Conversations & Write Meaningful Emails In the First Place If you have a short attention span, this is the one rule you must remember - and, candidly, the primary reason that so many breakup emails suck. Before you can have a good breakup email, the emails you send before the breakup email must be good, valuable emails. So must your conversations and voice mails. If you’re sending out shitty emails, your breakup emails are going to be shitty - no matter what rules you follow. We spend an inordinate amount of time crafting our outbound and follow-up emails. There’s no cheating. 2. Be Genuine There’s one email--lovingly referred to as the "alligator email"--that is blamed for the “fall of the breakup email.” (Nobody explains why it’s so hated as well as my friend John Barrows; you can read his thoughts on it here). I’m willing to admit two things: I’ve used it. Today I hate it as much as anyone else. The reason everybody hates it is that so many salespeople used it. And the reason that so many people used it was because it worked…extraordinarily well.
Sep 27, 2018 1:00:00 PM “If a salesperson acts too aggressively or desperately, they could create the very problem they’re worried about avoiding.” In putting together this post, I grabbed my email analytics and here’s how the breakup email performs in our prospecting cadence efforts (in a universe of 2,500 emails where breakup email account for just over 10% of the emails): 3x the click rate 5x the response rate For our active sales efforts (unfortunately the data set is too low and not every email is tracked so I can’t give comparison number) ,we get a 70-85 percent response rate on our breakup emails. Yet, despite this, breakup emails have a bad name, as my friend and podcast cohost Mike Donnelly shared in a Twitter exchange that prompted this post. To acknowledge Mike’s point, there are a lot of bad breakup emails that are used, but that’s because of the execution, not the tool. I promised Mike and others that I would share the rules we use to create effective breakup emails. The 5 Rules For Effective Breakup Emails 1. Have Good Conversations & Write Meaningful Emails In the First Place If you have a short attention span, this is the one rule you must remember - and, candidly, the primary reason that so many breakup emails suck. Before you can have a good breakup email, the emails you send before the breakup email must be good, valuable emails. So must your conversations and voice mails. If you’re sending out shitty emails, your breakup emails are going to be shitty - no matter what rules you follow. We spend an inordinate amount of time crafting our outbound and follow-up emails. There’s no cheating. 2. Be Genuine There’s one email--lovingly referred to as the "alligator email"--that is blamed for the “fall of the breakup email.” (Nobody explains why it’s so hated as well as my friend John Barrows; you can read his thoughts on it here). I’m willing to admit two things: I’ve used it. Today I hate it as much as anyone else. The reason everybody hates it is that so many salespeople used it. And the reason that so many people used it was because it worked…extraordinarily well.
Sep 27, 2018 1:00:00 PM “Wait too long, and the prospect could easily forget about things or have their attention diverted to some new issue.” In putting together this post, I grabbed my email analytics and here’s how the breakup email performs in our prospecting cadence efforts (in a universe of 2,500 emails where breakup email account for just over 10% of the emails): 3x the click rate 5x the response rate For our active sales efforts (unfortunately the data set is too low and not every email is tracked so I can’t give comparison number) ,we get a 70-85 percent response rate on our breakup emails. Yet, despite this, breakup emails have a bad name, as my friend and podcast cohost Mike Donnelly shared in a Twitter exchange that prompted this post. To acknowledge Mike’s point, there are a lot of bad breakup emails that are used, but that’s because of the execution, not the tool. I promised Mike and others that I would share the rules we use to create effective breakup emails. The 5 Rules For Effective Breakup Emails 1. Have Good Conversations & Write Meaningful Emails In the First Place If you have a short attention span, this is the one rule you must remember - and, candidly, the primary reason that so many breakup emails suck. Before you can have a good breakup email, the emails you send before the breakup email must be good, valuable emails. So must your conversations and voice mails. If you’re sending out shitty emails, your breakup emails are going to be shitty - no matter what rules you follow. We spend an inordinate amount of time crafting our outbound and follow-up emails. There’s no cheating. 2. Be Genuine There’s one email--lovingly referred to as the "alligator email"--that is blamed for the “fall of the breakup email.” (Nobody explains why it’s so hated as well as my friend John Barrows; you can read his thoughts on it here). I’m willing to admit two things: I’ve used it. Today I hate it as much as anyone else. The reason everybody hates it is that so many salespeople used it. And the reason that so many people used it was because it worked…extraordinarily well.
Sep 27, 2018 1:00:00 PM “To the rep, this feels like they’ve disappeared for almost ten weeks. To the buyer, they feel like they’ve missed their promised date by two days.” In putting together this post, I grabbed my email analytics and here’s how the breakup email performs in our prospecting cadence efforts (in a universe of 2,500 emails where breakup email account for just over 10% of the emails): 3x the click rate 5x the response rate For our active sales efforts (unfortunately the data set is too low and not every email is tracked so I can’t give comparison number) ,we get a 70-85 percent response rate on our breakup emails. Yet, despite this, breakup emails have a bad name, as my friend and podcast cohost Mike Donnelly shared in a Twitter exchange that prompted this post. To acknowledge Mike’s point, there are a lot of bad breakup emails that are used, but that’s because of the execution, not the tool. I promised Mike and others that I would share the rules we use to create effective breakup emails. The 5 Rules For Effective Breakup Emails 1. Have Good Conversations & Write Meaningful Emails In the First Place If you have a short attention span, this is the one rule you must remember - and, candidly, the primary reason that so many breakup emails suck. Before you can have a good breakup email, the emails you send before the breakup email must be good, valuable emails. So must your conversations and voice mails. If you’re sending out shitty emails, your breakup emails are going to be shitty - no matter what rules you follow. We spend an inordinate amount of time crafting our outbound and follow-up emails. There’s no cheating. 2. Be Genuine There’s one email--lovingly referred to as the "alligator email"--that is blamed for the “fall of the breakup email.” (Nobody explains why it’s so hated as well as my friend John Barrows; you can read his thoughts on it here). I’m willing to admit two things: I’ve used it. Today I hate it as much as anyone else. The reason everybody hates it is that so many salespeople used it. And the reason that so many people used it was because it worked…extraordinarily well.
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