Comprendre le cold emailing - Julien Le Coupanec, Growth Hacker chez TheFamily

EMAIL IS A POEM FOR YOUR MAILBOX
COLD EMAIL LIKE A GROWTH HACKER

COLD EMAIL SOMEONE
AND GET RESULTS IS HARD
(LEARNING AND ASSIDUITY IS KEY)

AND ONCE AGAIN, IT’S ALL
ABOUT THAT MOMENT.

THE TALK PLAN
#1. Targeting: Finding the correct leads to email.
#2. Interacting: Mindset, subject lines etc.
#3. Driving: Winning email formulas and scripts.

#1
TARGETING
FINDING THE CORRECT LEADS
TO EMAIL

IT STARTS BY GETTING ORGANIZED
HOW TO MANAGE YOUR HIT LISTS
● A hit list includes prospective partners, customers,
whoever you are trying to interact with.
● Components: company name, last day of contact,
decision maker, email address, prioritization.
● Spreadsheet or sales tracking software (salesforce,
highrise…).

A SIMPLE PROCESS FOR B2B
HERE IS ONE SIMPLE METHOD
START BY GETTING
THE LIST OF ALL THE
COMPANIES THAT MAY
BE INTERESTED BY
WHAT YOU ARE DOING.
FIND THE DECISION
MAKER FOR THAT
COMPANY.
FIND/GUESS HIS EMAIL
ADDRESS OR HIS
PHONE NUMBER.

HOW TO IDENTIFY COMPANIES
FOR YOUR HIT LISTS
● Linkedin. ( manually as the API has been restricted
but we can also use Phantom :-] )
● Google & Similarsitesearch.
● Facebook Places & Yelp.
● Manta, Pages Jaunes…
● Datanyze & Builtwith.

HOW TO FIND THE DECISION MAKER
FOR YOUR HIT LISTS
● At this point you are just looking for the likely
stakeholder’s name to approach him by email,
Facebook or Twitter first.
● Sometimes you will get the decision maker right off
the bat, but most times you won’t know who holds
this power until you start engaging with the
company.

HERE IS A STRATEGY
TO GET HIM (IN ORDER)
● Linkedin ( profile description ).
● Corporate website. (browse the blog if there is one)
● Your personal network.
● Informational cold call.
● Contact former employees.

IF YOU HAVE COMMON
CONNECTIONS, YOU CAN ASK
PEOPLE TO INTRODUCE YOU.

ABOUT INFORMATIONAL COLD CALL
FIND OUT WHO IS IN CHARGE
● Make an educated guess who oversees the
relevant initiative (probably using Linkedin)
● Find the corporate number on the website and have
a script written out for both the call and a
voicemail.
● Try to pitch this person on the spot (the goal is to
find the decision maker). Say more than 2-3
sentences without asking a question.

IF YOU HAVE NO ONE TO CALL:
CALL SOMEONE IN SALES
(THEY ARE ALWAYS WILLING TO
PICK UP THE PHONE AND CHAT).

HACK: CHECK IF THAT PERSON IS
ON CLARITY. ;)

ANOTHER TACTIC
CALL ASKING FOR SOMEONE THAT USED TO BE THE
STAKEHOLDER
“Hey can I speak to X?”
- I’m sorry but they no longer work here.
“Ahh. Well I know they used to manage the [relevant initiative]...
any chance you know who their replacement is?”.

YOU’RE SIGNALING FAMILIARITY
WHICH SEPARATES YOU FROM THE
BUCKET OF PEOPLE WHO ARE
CALLING BLINDLY.

EMAIL PAST EMPLOYEES
PEOPLE ARE MORE LIKELY TO GIVE INFORMATION WHEN
THEY NO LONGER WORK FOR A COMPANY.
Subject: Help, [Target Company] Name?
“Hi X,
I’ve been having difficulty identifying the person in charge of
[insert initiative] at Company X and saw that you used to work
there.
Any idea who this might be? Any help is much appreciated.”

● Rapportive. (common email syntaxes)
● Mailtester & Verify-Email.
● Email hunter, Firmapi.
● Emails4corporations.
● Facebook, Linkedin & Slideshare.
HOW TO FIND ANYONE’S EMAIL ADDRESS
ALWAYS TRY TO APPROACH BY EMAIL FIRST

ABOUT FREELANCERS,
WHAT SHOULD I DO?

#2
INTERACTING
MINDSET, SUBJECT LINES ETC.

USE COLD EMAILS ONLY WHEN
YOU CAN’T GET AN
INTRODUCTION FROM A
MUTUALLY WARM CONNECTION.

ALWAYS SEND AN
EMAIL USING GMAIL

EMAIL BY SAMPLE
DON’T WASTE YOUR HIT LIST

● Get someone’s attention while being incredibly
direct.
● Focus on the desire or the pain than it solves
instead of the feature.
● Try to find your recipient’s favorite interests.
● [Value add] for [Prospect’s Property / Asset].
ABOUT CRAFTING SUBJECT LINES
THE ART OF CATCHING THE ATTENTION

TRACK YOUR OPENING RATES
WITH GETSIDEKICK OR YESWARE
(THERE IS ALSO BANANATAG)

THINK ABOUT THE MOMENT
(THIS MAY BE YOUR MOST
IMPORTANT UNFAIR ADVANTAGE)

#3
DRIVING
WINNING EMAIL FORMULAS
AND SCRIPTS.

THE MOST EFFECTIVE TRICK IS TO
CREATE A REFERRAL
(INCREASING PROXIMITY)

● Keep it short and sweet. Ideally 3 sentences, 4 max.
● Use language and an approach that is conversational
or as a matter of fact. (the bucket theory)
● Use specific hyperlinks or find a unique way to
display you’ve done your homework and this isn’t a
canned email.
● Spacing sentences out makes emails: easier to read and
appear less daunting.
THE BODY OF YOUR EMAIL
HOW TO DRIVE POTENTIAL CUSTOMERS

ALWAYS MAKE SURE THAT YOU ARE
EMAILING FROM YOUR COMPANY
EMAIL ADDRESS AND THAT YOU
INCLUDE A SIGNATURE.
IT CAN BRING LEGITIMACY.

PEOPLE DO BUSINESS WITH
PEOPLE THEY LIKE.
YOU ALSO WANT TO AVOID SIGNALING THAT
YOU ARE RUNNING DOWN A HITLIST.

THE BANDAGE EMAIL FORMULA
IRRITATE THE WOUND: PROVIDE THE BANDAGE.
Hi [prospect],
I noticed that your site currently isn’t running a [solution] which typically
increases conversions by 20%.
Implementing a [solution] is actually something that we help companies
like yours with all the time. In fact, it’s what we do for companies [like x,
y, z].
If there is a day next week when you have 10 minutes, I’d love to
connect so we can talk about getting this taken care of for you.
Best,

ONE TACTIC THAT WORKS FOR THE
VERY HARD TO REACH IS APPLYING
THE BANDAGE EMAIL FRAMEWORK
USING A SCREENCAST OF THEIR
SITE.

USING PEER PRESSURE
THE BOSS REFERRAL
Hi [prospect],
I’m writing to connect with the person who manages [relevant initiative].
In this pursuit, I’ve also written to [contact 1], [contact 2], and [contact
3].
I wanted to connect about how my company [company name] can help
improve [value add] with our [solution]. This is something we’re
currently accomplishing with [company x], [company y], and [company z
with].
Do you have some time early next week to discuss?

YOU CAN ALSO GET THE REFERRAL
BY COLD CALLING THE COMPANY
Email Title: Social Media Marketing via Joe CMO.
Hi [Decision maker],
Joe CMO directed me to you as the point person for all things Social
Media.
Our company has developed a tool [ .. ] doubles their efficiency.
When you have a few minutes, it would be great to connect to discuss
how we can help you with this.
Best,

POSITION YOURSELF IN A POWER PLACE
ASK THEM IF THEY WANT SOMETHING OBVIOUS TO BUILD
THE CONVERSATIONAL CHAIN.
Hi [First name],
My company [x] is working with some of the top [professional] in x area
to provide early access to a [new solution].
Are you currently at full capacity?

● Timely articles (company or industry specific ;
leverage quotes if you can)
● Conferences.
● Social media activity.
● Reference event in subject line: “Congrats -
[Article on New Release]” ; “Connecting at [X
Conference]” ; “Tweet on [New Feature]”.
ABOUT EVENT-BASED REFERRAL
LESS POWERFUL BUT CAN BE EFFICIENT

● Attaching PDF or a deck at the end.
● Use vocabulary that your prospect does not
understand.
● Do not use all caps, highlight or underlining. This
does not look professional.
● Reference event in subject line: “Congrats -
[Article on New Release]” ; “Connecting at [X
Conference]” ; “Tweet on [New Feature]”.
COLD EMAIL DON’TS
A FEW THINGS TO AVOID

DO NOT PROPOSE COFFEE OR LUNCH IN
AN INITIAL COLD EMAIL. FIRST, YOU
NEED TO MAKE THEM UNDERSTAND THAT
A MEETING WITH YOU WILL PROVIDE
VALUE TO THEIR BUSINESS.

● Make sure to follow up. Them not responding does not
mean they are not interested.
● Reasons people don’t respond: they meant to and
forgot ; it got lost in their inbox ; they just had too many
emails and it didn’t seem urgent ; they didn’t read your
proposition thoroughly the first time, thus didn’t realize
the value.
● Reply to the original email so they don’t have to go
digging for context.
DEALING WITH NO-RESPONSE
FOLLOW UP UNTIL YOUR GET A RESULT!!!

HOW FAR APART ARE THE
FOLLOW UPS?

IF THEY DON’T GET BACK AFTER THE FIRST
UNANSWERED FOLLOW UP GO IN FOR A
COLD CALL.
CHANGING THE MEAN OF COMMUNICATION
AT THAT POINT IS DEFINITELY THE BEST
PRACTICE THAT WORKS.

TARGET SMARTLY, BE CREATIVE,
KICKASS, FOLLOW UP AND THINK
ABOUT THE MOMENT.

Comprendre le cold emailing - Julien Le Coupanec, Growth Hacker chez TheFamily

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