Jeremy Leveille walks through a cold email he received from a competitor:
Looking at the cold email, starting with the subject line.. The Subject line is, "Let me know," and you can see the email here with the really big, long pitch, call to action, a sign off here, "best regards," and then the signature. Let's break it down.
The number one takeaway that I hope that everybody gets is what's in the green box, referenced in the video above. What's in that green box is one of the things that Lead IQ does. Jeremy works for the company LeadIQ, so therefore he knows that this is somebody who's prospecting LeadIQ who competes with LeadIQ. He is receiving a cold email from a competitor.
Knowing who you're reaching out to is probably the number one rule in prospecting, in terms of targeting. Just scrub your list, man. You know? Don't have companies in your list that you compete with. Scrub the list, take the extra two minutes or however long it takes.
Don't prospect your competitors. Don't prospect competitors, or people that are already customers, or don't prospect accounts that are being worked by other reps on your team.
Secondly, I want to make note for the email, is this is an event followup lead. It says here, "TOPO Summit 2019." That is an event that I did attend, so it's somewhat personalized, referencing an event that I went to.
However, this part is really weird, "Sorry we could not talk with you much at the TOPO Summit 2019." That kind of implies that we did talk at TOPO Summit, we just didn't talk very much. I don't even know what that really means, so I don't recall talking to you.
Clearly, this person is just emailing the whole list and saying that we talked. Don't lie. Don't lie about talking to somebody at an event.
Another thing to note: if you're doing event followup, post event followup lead generation, you're prospecting people that went to an event, say something about that event. Where was it located? What was the main theme or topics that were being covered at that event? Who's somebody that you saw speak at that event that was really cool? What's something that you learned at that event? Don't just say X event. That's just lazy if that's all you're going to reference as far as that event goes.
Another thing is that the email has just too much going on. They list off three different types of products, then list off three different benefits. It's just too much, and above all of that is these three paragraphs where you're talking about your products and services and features and benefits, so there's just too much here.
You're overloading your prospect, focusing too much on benefits and products, not enough on the problems that you solve and the outcomes that you drive for your customers, and because there's so much here this could be broken up into like seven or eight different emails. This is an entire email cadence or sequence. If you send this in your first email, what else are you going to send in the second, third, fourth email?
Don't talk in a formal tone. The way this email says, "Do let us know if you want to get on a quick call this week/next. Do let us know." Come on. Nobody talks like that. "Look forward to hearing from you. Best regards." Even this is too formal. Talk like you would in real life.