Getting higher open and response rates with unique twists to your outreach (Florin Tatulea, SDR Manager @ Loopio)

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1. 4:22

   They think that their first three to six steps are generally the most important. This is actually a tip that I got from Beck Holland, and I can validate right here on the show that she knows exactly what she's talking about. We ran the data. So what you want to do is your last six steps are going to be aggressively over six days, “three calls one day at a time, then three emails after that to round it off.” And what we've actually did there, we've increased our reply rate from about a 0.4% per email to roughly 2.5%, which is essentially almost like a five-time increase, which is awesome. This one drives me crazy because in my sequences, or if you're on sales lock, cadences, touches one, two, and then like 10 are always the best.

   In Cadence design

2. 5:18

   That isn't just like blasting them. I think a lot of people overthink the copy in a lot of these emails. By that point in the sequence, you've already or should have at least provided a decent amount of value and content that's actually relatable to them, and also had multiple steps that have a good pitch on what your company and product is actually doing. “So at that point, it's almost just reminding them that you're there and being a little bit aggressive so that you're getting to the yes or to the no very quickly.” One of our emails, it has roughly 30% open rate, 2.5% reply rate. It's literally a sad face reply to the email before it, which is usually a value email that has a few pieces of content with no ask. Our very last step is essentially just being like, hey, throughout all of this, I actually forgot to ask, are you even the right person to speak with?

   In Email sequences and follow-ups

3. 7:10

   So have you seen anything with when it comes to your open rates? Because I know you got the photo thing too. And I would consider that content as well. You mentioned that you get over 50% open rates. Sometimes I've seen teams with open rates of like 30%. How do you get that number up? “An open rate is essentially going to be based off of two things that we're constantly A-B testing. It's going to be the subject line. And it's going to be that first sentence in the email that's essentially like a preview.” We try to elicit some kind of emotion in a lot of our subject lines. And I'll give you a perfect example. So at Lupio, we sell RFP response software. So we help sales teams respond to RFPs and security questionnaires a lot faster.

   In Subject line testing

4. 11:51

   that could possibly happen is that someone ignores me and is like, essentially a maybe. So what that does is people literally respond with, okay, looking forward to talking Ben, or they say, no, absolutely not. Don't contact me. And it elicits enough of an emotion that people tend to respond. But then you're like, you know what, if you're not interested, “I'm going to move on from here. And that saves SDRs a ton of time.” Dude, that's so good. At what point in the sequence is that? So that's actually on our step six. So for us, the way that, and just to get a bit more into sequences. So the way that we do the front of our sequences is also based off of some stuff that Beck Holland talks about, but we do like multi-step days. So day one is three touches.

   In Not-interested objections

5. 16:15

   on your business of how you're doing things today? And really trying to get to essentially revenue. Do you need to increase revenue? Do you decrease costs? Do you need to mitigate risk? You want to get to that level of negative consequence. The next step is the after state “or what we call the ideal state. So where do you want to be? What does ideal look like for you?” And then this is what a lot of people miss. What is the positive business outcome of this ideal state? What's going to happen if we get you there for you, for the business, et cetera? The next part is required capabilities, which is like, okay, we now know what your ideal state is.

   In Needs and requirements discovery

6. 19:57

   the goal of this portion of the call is to really understand like what requirements they need in the solution for their ideal state, right? So a few questions that you want to ask and make sure that you're guiding them back to this and not just focusing on like features and then taking control of the call would be things like, again, specifically for Lupio, like what would you need “in order to reduce the amount of time?” that it's taking to complete an RFP. What would you need in order to make winning content widely available and reusable? One of the things I want to ask about is like you're on this call right and they've sort of articulated things and I don't know if your SDRs have ever been in the position where they've got that initial discovery meeting and you're trying to understand all of these things that they need

   In Needs and requirements discovery

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