ThatNewAE

Account Executive - Mid enterprise

Valued Contributor

Sharing from my outbound experience: Why few of my emails didn't work

Going through the feed, I read someone had asked why their emails were being opened but not responded to. I love writing (as you can see from my profile here lol) and I used to really write all my emails with all the love I had.

Back when I was a BDR, my emails worked pretty decently, more than calls to be honest. But there was a lull period when my emails were failing. I did some research back then (NOT LONG AGO), and a couple of reasons had stood out:

The Persona was not the decision maker or an influencer. If you write an email to an end-user, more often than not, they won't respond. If Gong writes to me today to sell their product, I know I can't buy shit from them so I might not respond. If I do have the authority to intro them through to someone up the ladder, that email still might work. So research before reaching out, who are you really writing to and WHY...

...WHY: Why are you are writing to them? The agenda has to be clear. Is it make sure you are booking a meeting, because you know they are the decision maker for sure (CXOs for example), or are you reaching out to them to just get a foot in the door somehow in the company? The WHY decides the message and the tone of the email. That was always the idea I had in mind whenever I reached out via emails.

The length and the subject line. I know what the world would say - trick them, keep the subject lines short, keep it quirky. They might work, yes. They don't feel that right. I keep my subject lines to the point, and true. Even today. I don't use subject lines that are tricking them into opening. The idea is NOT for emails to be opened. The idea is to get response on them.

...get response on them: even negative response is a good enough response. This mindset helped me a lot back then to write in a tone that would be appreciated, and not be too pushy. A negative response helps me save up some bandwidth and energy in chasing that account / person. So I would treat any response as a good response - and lead with it.

Thank you for coming to my sales lecture.

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19 comments

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Kosta_Konfucius

Politicker

4

Sales Rep

Curious how you get more responses to your emails? I always assume the shorter the team and the ending of a question are the best steps to increase response.

ThatNewAE

Big Shot

4

Account Executive - Mid enterprise

That’s true. The CTA usually triggers some AI responses in Gmail or LinkedIn. So if you end an email with a sensible question, there will be AI automated response suggestions, more chance of getting a response since it’s easier route.

Short emails are the best ones. The only ones that are respected.

GDO

Politicker

2

BDM

i hate writing, so mine are really short. I do think this works tbh

KB_FarmerType

Opinionated

0

Strategic Sales

How short?

GDO

Politicker

0

BDM

Sometimes it’s 3 sentences.

Pachacuti

Politicker

3

They call me Daddy, Sales Daddy

I have deleted more carefully crafted emails by people such as yourself than I can count - why? Its too carefully crafted.

Now maybe I'm jaded because I know to much about Sales, if you're going to cold email people you need to keep it VERY brief and to the point. If the person needs to spend more than 5seconds reading your email, that's too long. You are basically looking for someone who is looking for you.

You're right on making sure you directed your outreach to the right person. If you tried to sell me pencils right now, I would turn you down. But if you wanted me to sponsor a specific conference, that's a different conversation.

That said - a GOOD cold call is better than an email every day of the week.

ThatNewAE

Big Shot

2

Account Executive - Mid enterprise

So true. I am not sure I have encountered emails that are too carefully crafted, perhaps something I am yet to learn.
And yes, emails need to be short and crisp. I wouldn’t read emails that are long, myself. So why put someone else through it.

FoodForSales

Politicker

0

AE

if your emails are as long as your post, no one will read it unless you magically find the right person.

ThatNewAE

Big Shot

0

Account Executive - Mid enterprise

Oh no, because I understand the difference between an email and a post - I do get good responses. :)
Thanks though.

KB_FarmerType

Opinionated

0

Strategic Sales

"You are basically looking for someone who is looking for you." Is prospecting really so commoditzed ? If you are touching the C-Level in an email, Most likely they are not looking for you! If you have landed in the inbox, Why not open door to a conversation instead of pushing the pitch on the face.

I might be wrong, please help challenge my thinking. I am wanting to learn.

CuriousFox

WR Officer

3

🦊

The persona isn't correct - I don't know how folks (sales folks) don't factor that in. Makes me want to bang my head against a wall.

Sunbunny31

Politicker

2

Sr Sales Executive 🐰

To be fair, it's usually because somehow I got into a db and the SDR/BDR teams are new, young, barely trained, and don't know much better. So they just keep emailing the same stale, inaccurate contacts that are already there in the hopes that something magical will happen.
Heck, I've seen poor contacts in our own db when I go to do some account prospecting, and I override those and replace with the fresh ones.

CuriousFox

WR Officer

2

🦊

Oh no doubt. But at what point do you realize throwing spaghetti at a wall ain't workin out 😆

Diablo

Politicker

2

Sr. AE

Thanks teacher it was great :)

ThatNewAE

Big Shot

3

Account Executive - Mid enterprise

😬😬

Sunbunny31

Politicker

2

Sr Sales Executive 🐰

Every cold email I get is not reaching a DM. Every one of those doesn't even get opened. Making sure you're getting the proper person is key.
I completely agree with the rest. It applies to everything in sales, to be honest. What's the goal of this email? This meeting? This demo? Everything leads to the next step and should help you craft your message and your delivery. Good points, and thank you for sharing.

KB_FarmerType

Opinionated

0

Strategic Sales

I get everything about writing crisp emails. But also lately have becoming very curious about the other school of thought, people in the sales community that do sales funnel optimizations usually send like super duper long emails (I am talking about Russell Brunson's league) and they seem to get response and close sales virtually. I wonder if its worth exploring the other side of the coin once in while.

ApocalyBoom

Politicker

0

Account Executive

The wrong person - I dont understand how people (sales) are not a factor. It makes me want to bang my head against the wall.

jefe

Arsonist

0

🍁

Just wanted to say that I respect what you've been sharing lately.
And the last point is often overlooked. A no is almost as good as a yes - it helps protect your time.

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