EMAIL OUTREACH PLAYBOOK

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HOW TO BOOST REPLIES 42 CHAPTER 5 HOW TO BOOST REPLIES Contently co-founder Shane Snow’s email experiment resulted in a pretty decent open rate of 45.5%. But what do you think their reply rate was? Out of 707 emails (they originally sent 1000 but 293 bounced), they got 12 replies. That equates to a reply rate of just 1.7%. This was the email they sent: EMAIL OUTREACH PLAYBOOK
HOW TO BOOST REPLIES 43 What do you think went wrong? Three things stand out to me. 1 Lack of personalization This is an obvious slip-up (although Shane admits personalization was lacking on account of the high send rate). 2 Phrasing For me, the biggest failure in this email is the way the “ask” is phrased. “I’m doing a study on cold emails and want to ask if you could share some thoughts on what differentiates an effective cold email from a bad one?” “Share some thoughts” is very non-specific. It offers very little guidance for the recipient. More importantly it makes responding sound like a lot of effort. 3 Lack of incentive The email doesn’t mention what’s in it for the recipient if they do reply. This might not be a sales email, but the same rule applies: be crystal clear about what’s in it for them if they get back to you. Let’s have a look at how approaching this email differently – and outreach emails in general – could have boosted replies. EMAIL OUTREACH PLAYBOOK
Page 1 and 2: EMAIL OUTREACH PLAYBOOK: MASTER THE
Page 3 and 4: INTRODUCTION 03 IN THIS PLAYBOOK I
Page 5 and 6: BEST PRACTICES 05 FIND THE RIGHT CO
Page 7 and 8: BEST PRACTICES 07 I’ve had people
Page 9 and 10: BEST PRACTICES 09 They simply want
Page 11 and 12: BEST PRACTICES 11 BE HONEST A commo
Page 13 and 14: BEST PRACTICES 13 There’s a time
Page 15 and 16: BEST PRACTICES 15 ALWAYS FOLLOW UP
Page 17 and 18: WHEN OUTREACH GOES WRONG 17 CHAPTER
Page 19 and 20: WHEN OUTREACH GOES WRONG 19 It’s
Page 21 and 22: WHEN OUTREACH GOES WRONG 21 This em
Page 23 and 24: WHEN OUTREACH GOES WRONG 23 DID THE
Page 25 and 26: WHEN OUTREACH GOES WRONG 25 APPEARA
Page 27 and 28: WHEN OUTREACH GOES RIGHT 27 CHAPTER
Page 29 and 30: WHEN OUTREACH GOES RIGHT 29 But the
Page 31 and 32: WHEN OUTREACH GOES RIGHT 31 This em
Page 33 and 34: WHEN OUTREACH GOES RIGHT 33 WE’RE
Page 35 and 36: HOW TO BOOST OPEN RATES 35 SUBJECT
Page 37 and 38: HOW TO BOOST OPEN RATES 37 Let’s
Page 39 and 40: HOW TO BOOST OPEN RATES 39 For the
Page 41: HOW TO BOOST OPEN RATES 41 AND A FI
Page 45 and 46: HOW TO BOOST REPLIES 45 MAKE IT EAS
Page 47 and 48: HOW TO BOOST REPLIES 47 ...while
Page 49 and 50: HOW TO BOOST REPLIES 49 INCLUDE IMA
Page 51 and 52: ANATOMY OF A GREAT OUTREACH EMAIL 5
Page 53 and 54: TEMPLATES 53 Hey [PROSPECT’S NAME
Page 55 and 56: TEMPLATES 55 Hey [FIRST NAME], I ho
Page 57 and 58: TEMPLATES 57 FOLLOW UP TO A CONVERS
Page 59 and 60: TEMPLATES 59 INBOUND LEAD FROM CONT
Page 61 and 62: TEMPLATES 61 Recipients Giving it o
Page 63 and 64: CHECKLIST AND TAKEAWAYS 63 CHECKLIS
Page 65 and 66: CHECKLIST AND TAKEAWAYS 65 Don’t
Page 67 and 68: CHECKLIST AND TAKEAWAYS 67 Personal
Page 69 and 70: CHECKLIST AND TAKEAWAYS 69 ANATOMY

EMAIL OUTREACH PLAYBOOK

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