Step 2: Content and structure of the messaging
Depending on the content, your prospect will respond, ignore you, or even put you into Spam folder. You can chose a rich content – full of marketing words, promotional images, and other marketing tricks that common marketing people use.
Our approach is quite the opposite way – we keep it simple and to the point. Prospects actually respond to honesty – no lengthy messages filled with marketing words that do not have a clear meaning. We found a paragraph that exactly describes our intention:
“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer makes all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.”
— William Strunk Jr., The Elements of Style.
We use personalization and variables, to make the email like it is actually written by a person to the prospect.
Step 3: Number of messages
It is not always the rule that the more messages the better the result. Especially when people just re-send the same e-mail and hope for a different outcome. For example, our most common follow up e-mail is:
“Hi #Name#, I’ve e-mailed you a few days ago and as I didn’t get any response, I wanted to make sure that you received this e-mail. I wanted to get your feedback on our product/service… Below is the original e-mail I’ve sent you. ”
We can send 3rd, 4th and 5th, but they all need to be smartly designed to support the promotion and increase the response rate.