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Email Personalization
Hi Team,
How personalized should my email campaigns be?
Right now I have multiple personalized campaigns according to the industries my ideal buyers are in and their specific problems within that industry.
I also personalize their first name, company name, and location in the specific email.
Then I make a list of prospects and place them in the correct industry and specific problems campaign folder, and just personalize name, company, and location. follow ups are automated as well.
Like this I’m able to add 200 prospects to a campaign fairly quickly. Is this personalized enough?
Would appreciate your help.
Thanks,
Liam
Forgot to add an example below:
subject line: 🛑{{FIRST_NAME}}, is {{COMPANY}} disappointed with…
Hi {{FIRST_NAME}},Â
We have been working with many restaurants in New England, helping them significantly cut costs and increase productivity with our restaurant work supplies, linen and uniform services.
This led us to uncover that most of them were greatly over overpaying for a service they were not happy with, or wasted time and energy trying to do it all themselves.
Understanding this {{FIRST_NAME}}, could help you save time and energy to focus on the bigger things, while significantly cutting costs.
We work with over 2,000 restaurants in New England alone, helping their business thrive during uncertainty.
If we can help you do the same, would it make sense to jump on a quick 10 minute call this week to discuss?
Sincerely,
Liam
Hey Liam,
I’d reposition the first line to be about the customer rather than what you do. Why would they care?
Then I’d focus on removing as much of the extra text as possible. Anything that doesn’t need to be there/things you wouldn’t say in person should get removed.
For example –
This led us to uncover that most of them were greatly over overpaying for a service they were not happy with, or wasted time and energy trying to do it all themselves.
“We uncovered that they were overpaying, weren’t happy and wasted time trying to manage it themselves.”
Other than that, it’s pretty compelling. I’d do a softer follow up email though as only a certain percentage of people will want to jump on a call.
The next email could ask if they want you to calculate their savings, they say yes, then you ask them to jump on a 5 minute call to get the data to do the calculation.
Hey Will,
Thank you for the help mate. would this be a good follow up cadence? what can I improve?
step 2: Add on linkedin with the note: “Hi name, I sent you an email. Looking forward to hear from you”.
Step 3:
Subject line: 🛑{{FIRST_NAME}}, are you still overpaying?
“Hi Name,
Restaurants are able to reduce their invoices by an average of 20% or more when they transition over to us for restaurant work supplies, linen and uniform services.
Just this week we’ve been able to reduce the costs of multiple restaurants in the area while giving them a better service.
Would you like to know how much we can save you? We can calculate it for you in 10 minutes or less.
Best,
Liam”
Step 4:
Hello {{FIRST_NAME}},
67% of restaurants in New England report a lack of quality in their restaurant work supplies, linen and uniform . So I thought I’d share a quick tip many of our clients have found helpful:
1-Reach out to your designated service manager and explain to them the issues that you have experienced, then try to work together towards a better solution.
2-If you’ve already tried and have not had success, verify the expiration date of your contract to see when you can explore better options.
I have a few more ideas around how to get the best out of your restaurant work supplies, linen and uniform services. Let me know if you’re interested in hearing them.
Cheers,
Liam
Step 5: Call
step 2: Add on linkedin with the note: “Hi name, I sent you an email. Looking forward to hear from you”.
I’d be slightly more specific. “I sent you an email about XYZ”
And value giving – “I’m looking forward to learning more about your business on LinkedIn”.
Skip the second email. Why would the buyer care?
The 4th email is great. Most of your emails moving forward should be value first like that one.
So –
Email, LinkedIn, Email, Call
Looks pretty good! You can probably do that loop 3 times before you then move to a monthly nurture email if you don’t get a response.
Skip the second email. Why would the buyer care?
I was trying to do this in the second email:
The next email could ask if they want you to calculate their savings, they say yes, then you ask them to jump on a 5 minute call to get the data to do the calculation.
What can I improve in my email about calculating the price of savings below you said to skip? instead os saying restaurants in general I should make it more about them and say “Your restaurant”?
Subject line: 🛑{{FIRST_NAME}}, are you still overpaying?
“Hi Name,
Restaurants are able to reduce their invoices by an average of 20% or more when they transition over to us for restaurant work supplies, linen and uniform services.
Just this week we’ve been able to reduce the costs of multiple restaurants in the area while giving them a better service.
Would you like to know how much we can save you? We can calculate it for you in 10 minutes or less.
Best,
Liam”
Hi Liam.
I think Will was trying to say that the second email (to explain why the buyer should care) shouldn’t need to exist if the first one is good enough.
Hi Liam.
I think Will was trying to say that the second email (to explain why the buyer should care) shouldn’t need to exist if the first one is good enough.
Yep, fair point.
“Hi Name,
Restaurants are able to reduce their invoices by an average of 20% or more when they transition over to us for restaurant work supplies, linen and uniform services.
Just this week we’ve been able to reduce the costs of multiple restaurants in the area while giving them a better service.
Would you like to know how much we can save you? We can calculate it for you in 10 minutes or less.
Best,
Liam”
The problem is that this sounds like a marketing email. It’s robotic and doesn’t look like it was written by an expert/someone who really cares.
You need to be more specific to turn it into a sales email.
Think of it like this – It’d sound weird saying this verbatim, in person to someone over lunch, right? Try reading it out loud.
In a real conversation you’d be more like to say something like –
“You know Ziggy’s down the road? I had a great chat with their owner last night. He’s a cool guy.
Turns out that they’re doing X and they could do Y instead.
I know, interesting isn’t it! Hey, do you think we could help you achieve the same too?”
This is great! Thank you so much for the feedback.
my understanding is that I have to make make my tonality copy sound more personable and organic instead of an old marketing TV commercial.
I know understand the difference between a marketing and sales email.
I appreciate your help Will. Thank you.
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