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1、The 2024 Email Prospecting Playbook|1THE 2024 EMAIL PROSPECTING PLAYBOOKFREE TEMPLATES INSIDEThe 2024 Email Prospecting Playbook|2Quick LinksTime is money.Jump to the sections you want Whats The Deal With Email?Email Prospecting in 2024 Email Framework+Spam Triggers,Top CTAs,Email&ChatGPT brief Emai

2、l Cadence+Email Templates Multi-Channel Cadence The Secret Weapon Outreach Tips Cold Calls IN/OUT List Email In 2024(A summary with links)One more thing 3-578-9101112-1315161719The 2024 Email Prospecting Playbook|3Whats The Deal With Email?Getting your prospects attention via email was already near

3、impossible it got muchharder in 2024.With emails and cold calls being some of the only ways to reach decision-makers,email prospecting isnt going anywhere.However,it is undergoing significant changes.Consumers expect a customized experience,like what they receive in other areas of their daily lives.

4、They dont want to feel like one of the millions lumped in your mass-targeted outreach.Every SDR and sales team has taken advantage of a“quantity over quality”approach.And thats why theres a new sheriff in town who especially thinks bulk senders have gotten a little trigger-happy with the send button

5、 and plans to lock them up in email prison:the spam folder.OK,so technically,its the same sheriff as always(Google),but they are prepared to put a massive stop to the ever abused used bulk send.The new email limitations will start on February 1,2024.The TL;DR version of Googles email limitations is

6、anyone defined as a bulk sender may find their emails sent to their recipients spam folder if they dont follow Googles new email sender guidelines AND whether your recipients see value in your email or not2024 is going to force sales teams to take a completely new approach to their outbound email st

7、rategy.If your email prospecting game relies on a shotgun approach or is in any way on shaky ground,these new limitations will be its breaking point.The volume-based outbound playbook is obsolete;the targeted outbound approach is about to get a new engine.2024s focus will be to reach the right prosp

8、ects at the right time using the right message with fewer emails.This playbook will show you the right approach to outbound messaging,leading you to book more meetings,and ultimately securing your pathto revenue.The 2024 Email Prospecting Playbook|4Why the limitations?Email is critical for getting y

9、our prospects attention and ultimately booking that initial meeting.But each email you send is being sent to hundreds if not thousands of recipients.Thats a lot of emails.(And,no,were not convinced they are all qualified leads thats a topic for a separate playbook).Nobody likes spam.Its a total abus

10、e of the send button.Need some convincing the state of email is out of control?Were pretty sure this email wasnt sent by THEE Elon MuskWhos a bulk sender?Anyone who sends more than 5,000 messages to Gmail addresses daily.That means virtually any business or team with a decently-sized mailing list fr

11、om big tech companies to small startups,SaaS companies,payments companies,B2B and B2C companies,sales teams,marketing teams,etc.will be subject to following the new email sender guidelines.The sales reps email killed the telemarketers phone call5,000+The 2024 Email Prospecting Playbook|5What are Goo

12、gles new sender guidelines(rapid-fire edition)?1.Bulk email senders must validate its actually them sending off all those emails.2.Bulk email senders must provide a simple way for recipients to unsubscribe.3.Bulk email senders must stay under a reported spam threshold.So,what can you do?You can ensu

13、re your emails are among the fewer messages actually landing in your prospects inboxes just by following the new guidelines.Google has laid out the best practices to do that(which you can conveniently find a link to at the end of this playbook).And if youd like to find yourself in that venn diagram

14、sweet spot of the actually emails arriving in your prospects inboxes AND increased open email rate,youve got to take action now.Dial into these best practices(and one very important secret weapon)before your opportunities turn into losses.People dont care what you do.They care about what you can do

15、for them.Were a sales acceleration platform built exclusively for Salesforce users including the most robust dialer on the market,a conversation coaching tool,as well as a sales playbook automationall in one solution Move five deals before noon.Which one are you opening?Profile photoPersonalizedHTML

16、 emailThe 2024 Email Prospecting Playbook|6EMAILS IN 2O24The 2024 Email Prospecting Playbook|7Email In 2024Email FrameworkHow to craft an email that wont go to spam AND brings value to your prospectMulti-Channel CadenceIncreasing your touchpoints that builds an organic connectionPRO TIPEmail#1 shoul

17、d hit on the three Rs:Email Cadence The new standard for email cadences(less is more)The Secret WeaponThe missing piece to take your emails,cadences,and outbound strategy to the next level A single email will not(likely)book you a meeting.To book meetings,you must create a multi-step and multi-chann

18、el cadence with multiple high-performing emails.Here are the four parts needed to advance your email prospecting strategy in 2024:Relevance Whats the business relevance and the reason youre reaching out today?Reward Whats the upfront value for them?EX:Insight,report,special offer,free trial,etc.Requ

19、est Whats the compelling call-to-action that includes the greater value?The 2024 Email Prospecting Playbook|8Email Framework Subject LineYour subject line should be 3-5 words,intriguing and avoid spammy or salesy buzzwords.If spammy words are used in emails,make sure to take the these precautions:Th

20、e words should be used in the correct context and emails should be sent to the right audience segments.PRO TIP|Avoid these spam trigger words when possiblePersonalized IntroTo catch your prospects attention in the preview,personalize the first sentence of each email with information specific to that

21、 person/company.PRO TIP|A alternative is to start with a thought-provoking and highlyrelevant questionEmail Body(The 3 Ws)WHAT:State a relevant challenge for the prospect SO WHAT:Hypothesis on how it might be impacting them(i.e.why they should care)NOW WHAT:Explain how others are solving this challe

22、nge(social proof and results)PRO TIP|Avoid images,GIFs,and short links in your first emailCall to ActionStart with a soft CTA.Studies show that asking for interest gets a much better reply rate than asking for time.PRO TIP|Use these proven CTAs that both convert and avoid thespam trapsBONUS:2024 Ema

23、il/AI Prompt Template(additional free tools inside)Theres nothing more frustrating than crafting the perfect email only for it to end up in the dreaded spam folder.Here are four actionable areas to avoid that happening to you,followed by a detailed email example to show you how to do it.The 2024 Ema

24、il Prospecting Playbook|9Writing Cold Emails-Example StructureSubjectGrowing(Competitors Name)market share in Spain Keep it short.Avoid generic buzzwords.Mention the name of the company and competitors(Eg.Nike vs.Adidas,Puma).Create mystery.Personal IntroHi(Name),I saw your comment on the TechCrunch

25、 interview about gaining market share in Spain.I did some research and saw that competitor A grew by 27%in Spain last quarter,primarily through a strong affiliate strategy.Avoid sentences that dont add value,like“I hope you are doing well,”go straight to the point and make it punchy!Personalize the

26、first 20%of the email(personalize based on person,persona,or account).Use strong numbers(insight in text format)to catch their attention.Dont make it about you;make it about them and their challenges/pain points/achievements.Name-drop important stakeholders and initiatives in the intro.PitchOthers i

27、n your industry(Competitors A,B,C,etc.)use Similarweb to optimize traffic share across paid and organic channels by identifying what tactics work well for competitors.Be as specific as possible.Research what is happening in their business/team and pitch to those challenges(Pitch value,not features).

28、Use relevant results/storytelling when you can(Eg.We helped Competitor X increase their conversion rate by 27%through).Name-drop similar competitors we work with(relevant businesses only).CTA/ClosingWould you be open to learning more about how teams at Competitor A are currently usingthis data?Dont

29、ask for time.Instead,ask for interest.Make an offer they cant refuse!Create urgency.).Tips Re-read your email and ask,“Whats in it for them?If this isnt clear,start the email over.Use simple language.Dont say I/we/your company more than you say You”-its about them.Use as few links/images as possible

30、 for better deliverability(Never in the first email,warm up the firewall first).Add insight Use data in text format instead of an image.When you include an insight,indicate what it means and why they should care.Show prospects in a positive light.Point out something they are doing well.Dont make it

31、easy for them to compare with their data.Show trends/percentages rather than absolute numbers.The 2024 Email Prospecting Playbook|10Email CadenceEvery cadence should be driven by a compelling reason and have tailored messaging.Always start the email with a WHY them(not WHY us)and WHY now.The cadence

32、 duration may vary from 3-4 weeks,depending on the outreach context.Include compelling offers(trials,discounts)when relevant.PRO TIP|Dont get more aggressive as your email cadence progresses keep adding value throughout.To create 1 standard outbound email cadence,you need emails for each of the foll

33、owing:Email#1:Persona Pain Point Email#2:Industry trend Email#3:Value added OR Insight Email Email#4:Follow-up email Email#5:End of cadenceBONUS|Get templates for eachemail hereKeep it short and simple.1 sentence is enoughStay in the same thread.Reply to the previous emailAlways follow up.After send

34、ing a personalized email,follow up 2-3 days later.Q:Are“bump”emails effective in an Email Cadence?A:“Bump emails dont belong in cadences in my opinion,but can and should be used in areas where you can see a prospect heavily engaging with your emails or linkedin presence.Sometimes that nudge is the r

35、eminder,but if someone isnt showing any interest in your outreach a bump email of Any thoughts?,as an example,is totally irrelevant.”Josh Richman,Head of Sales Development,Powtoon We polled our sales org asking,Are bump emails effective?Heres what they said.The 2024 Email Prospecting Playbook|11Mult

36、i-Channel CadenceThe purpose and end goal of your entire cadence is to get a conversation going.Never sell.We recommended your multi-channel cadence should span 4-5 weeks(approximately 20 business days)and be comprised of eight to nine steps,which weve broken down to:4-5 emails 2 LinkedIn activities

37、 2 calls(if you have the prospects phone number)New structure for outbound cadences to follow(day=business day):DAY 1Email:Customized to company,industry,or persona pain point DAY 2LinkedIn Activity:Invitation to connectDAY 3Email:Short follow-upDAY 7Email:Value or insight emailHow are outbound sale

38、s team going to succeed in 2024?“Outbound teams will succeed in 2024 if they DONT rely on email as main channel of prospecting.Email wont go away,but for every email sent,outbound teams should be making at least 2 calls.Outbound teams should be multi-channeling and always optimizing approaches throu

39、gh data and analytics”Josh Richman,Head of Sales Development,Powtoon Based on the 3Rs.If youre already connected,like or comment on a recent post of theirs As short as a sentence with one CTA.Insight relevant to the target audienceDAY 12Call:Leave a message if theres no answerDAY 16Email:FOMO messag

40、e to spark the imaginationDAY 20LinkedIn Activity:Engage if connectedDAY 21Call:If there is no answer,send the email Reiterate the value or insight from your email“Imagine you or“Limited trial seats availableLike or comment on a recent post of theirsA/B test as a new thread,or reply to Days 1,3,or 7

41、The 2024 Email Prospecting Playbook|12The Secret Weapon Okay,heres the secret Hyper relevant,tailored insights that enable you find the right prospects,at the right time,with the right messaging.Instead of virtually stalking each prospect,work smarter.Use Sales Signals to indicate when a threat or o

42、pportunity opens for your prospect.Its like having a dedicated research assistant for every account that alerts you that its time to start crafting your email to them and what tailored insights to include.Once youve spelled out the threat or the opportunity in your email,explain why you are uniquely

43、 qualified to assist them.Luckily,the insights will do most of the convincing.Relevance:Whats the business relevance and the reason youre reaching out today?“Ive researched JCrew and learned that you dont have an online payment provider that operates in Francs.”Reward:Whats the upfront value for the

44、m?Insight,report,special offer,free trial,etc.“Did you know JCrews monthly visits increased in France,crossing the 50K line?”Request Whats the compelling call-to-action that includes the greater value?“Thats a big deal.Would you like to learn how a simple currency website extension could offer onlin

45、e shoppers in France the opportunity to make purchases?”This example is just one of the millions of ways Sales Signals equips your sales team with the exclusive insights they need to improve reply rates,reduce sales cycles and increase win rates.But dont take our word for itSales Signals will superc

46、harge your outbound cadences 3Rs:The 2024 Email Prospecting Playbook|13Similarweb SI Success StoryThe 2024 Email Prospecting Playbook|14OUTREACH TIPSThe 2024 Email Prospecting Playbook|15Outreach Tips We asked our own CFO,Jason Schwartz,who gets hundreds of emails every day which emails he opens and

47、 which ones he never bothers touching.Heres what he said.We also polled our sales organization and got some great responses to our questions around email in 2024.This is how some of them answered the question,“What makes a good outbound email?”:And we also spoke with external sales experts about out

48、bound success and what goes into a good cadence in 2024:“Outbound teams will succeed in 2024 through leveraging AI tools to provide greater and more unique personalization at speed.Understanding your ICP will play a huge role in understanding the value and pain that can be solved through leveraging

49、your product.Furthermore,prospecting using multiple(phone,email and LinkedIn,etc.)simultaneously will yield greater results.A good cadence is one that leverages phone,email and LinkedIn with more than just a schedule a meeting call to action.We have our team set up with a 14 step sequence with 6 ema

50、ils,6 phone call steps,and 2 LinkedIn stages.There are also soft touches such as liking and commenting on prospects posts,etc.”Josh Richman,Head of Sales Development,Powtoon“Short(30 words or less),personalized(show them you know them),revolves around pains persona is having,adds value to the prospe

51、ct.”“Right target,right insight,clear and straight to the point.”“Every email should include something useful for the company.Whether thats a podcast link or a white paper-you need to get creative and show your expertise in the industry.”Joshua Bruton,Director of Sales DevelopmentDavid Kaddouch,Sale

52、s Development RepresentativeBrian Polay,Sales ManagerEmails that I read:References a good quality piece of collateral that is relevant for my role and function and is timely and relevant(i.e.it educates me on a topic that I should know about).Emails that I“trash”:Cadence emails that get progressivel

53、y aggressive that I didnt respond to in email 1 or 2.The 2024 Email Prospecting Playbook|16Cold Calls IN/OUT In 2024IN in 2024Double checking the name,pronunciation,pronouns,and title before callingResearching to find relevant talking points and information for rapport buildingMentioning their busin

54、ess articles,blogs,and other researchSpeaking in one or two sentences at a timeLeaving voicemails(who answers unknown numbers?!)Asking open-ended questions OUT in 2024Hanging up without a mutually agreed upon next step:email,call,meeting,etc.Selling the product.Instead,request their timeApologizing

55、for calling.BE CONFIDENT in YOUR WHY and YOUR STORYForgetting to follow up with an email to thank them for their timeTrying to overcome every objectionGiving your prospect an easy out by asking if now is a good time or the likeThe 2024 Email Prospecting Playbook|17Email In 2024-A SummaryEmail Framew

56、ork|Craft an email that wont go to spam AND brings your prospect value.Subject Line|In 3-5 words,explain whats in the email avoid spammy/salesy buzzwords.Personalized Intro|Begin with information specific to that person/company.Email Body|State a relevant challenge for the prospect,its impact,and ho

57、w others are solving.Call to Action|Soft CTA.Asking for interest has a higher reply rate than asking for time.Youre busy.Thats why weve summarized the entire playbook for you onto one page.Thanks to Google and the new email limitations for bulk senders,your old email prospecting playbooks are obsole

58、te.2024 will be about reaching the right prospects,at the right time,with the right message and now with fewer emails.Your new prospect strategy needs to look like this:Email Cadence:To create the new standard outbound email cadence,you need 5 emails to send to your prospect over five to six weeksEm

59、ail#1:Persona Pain Point|Email#2:Industry Trend|Email#3:Value/Insight EmailEmail#4:Follow-up Email|Email#5:End of CadenceO1O2Multi-Channel Cadence:Your multi-channel cadence should span four to eight weeks(approx.20 business days)and have eight to nine steps:4-5 emails,2 LinkedIn activities,2 calls.

60、New structure for outbound cadences to follow:Day 1 Email:Customized to company,industry,or persona pain point|Day 2 LinkedIn Activity:Invitation to connect or like/comment on a recent post of theirs|Day 3 Email:Short follow-up.As short as a sentence with one CTA|Day 7 Email:Value or insight relevan

61、t to the target audience|Day 12 Call:Leave a message if theres no answer,reiterate the value or insight from your email|Day 16 Email:FOMO message to spark the imagination|Day 20 LinkedIn Activity:Engage if connected.Like or comment on a recent post of theirsDay 21 Call:If there is no answer,send you

62、r final email O3The Secret Weapon:Sales signals equipping you with tailored insights on a threat or an opportunity for your prospects.These alerts tell you who to message,when to message them,and what to message them with.Relevance|Whats the business relevance and the reason youre reaching out today

63、?“Ive researched COMPANY and learned you dont have an online payment provider that operates in Francs.”Reward|Whats the upfront value for them?Insight,report,special offer,free trial,etc.“Did you know COMPANYs monthly visits increased in France,crossing the 50K line?”Request|Whats the compelling cal

64、l-to-action that includes the greater value?“Thats a big deal.Would you like to learn how a simple currency website extension could offer online shoppers in France the opportunity to make purchases?”O4Set up a one-on-one demo and learn how success can be yoursContact usThe 2024 Email Prospecting Pla

65、ybook|18ONE MORE THINGThe 2024 Email Prospecting Playbook|19Meet SAM:Sales AI Module(Coming Soon!)(COMING SOON!)Youve made it to the end of the playbook(and the crowd goes wild!).To reward your endurance,were giving you an exclusive sneak peek into one of our Q1 2024 feature releasesSAM:Sales AI Mod

66、ule,the AI sales assistant youve been waiting for.We just drove home the importance of personalized insights and hyper-relevance as the sole avenue to cut through the noise and speak directly to your prospects pain points.Its how you beat out your competitors,earn your prospects attention,and close big deals.Similarweb Sales Intelligence is your tool to do all that and with SAM it just got easier.Similarweb Sales AI Module(SAM)brings you:AI insight generator:Based on sales signals and your prospects use caseGPT-like email generator:Use AI to customize tone and email length Existing Workflo