- No yawnin', Jared.
No yawnin'.
If you yawn, five burpees, five burpees.
- [Jared] Just five?
- Just the bit.
I'm talkin' the camera and the video guys are goin', "Rowr,"
yawnin' like a Tyrannosaurs Rex.
(upbeat music)
The SaaS Sales cold email template
that gets you customers.
Now, maybe you feel that inbound marketing is a little slow
or that you've done in the past, you've done some cold email
outbound and it didn't work to well.
No responses.
Or maybe you just don't feel like being spammy.
Well let me teach you some simple easy way
to craft your emails so that they're short,
they're simple, they're personable, and
they get responses from your ideal customer.
That's what I wanna share with you guys today.
I first learned this when I was 18.
I've been cold emailing forever.
I cold email people to invite them to my founder dinners.
I cold email investors, entrepreneurs.
I have no problem.
I don't mind sending email but it's because
I have a format.
I'm gonna give you the four specific sections
of your email that need to be true for you
to get a positive response, to not look like it's spam.
So when I was 18, I remember I was sitting there
and I was like, I should get some advice from
people who've been there before.
Usually, a good idea.
So, I found a list.
I think it was a top 20 technology CEOs or
executives in the world.
And on that list was Steve Jobs, Bill Gates,
et cetera, et cetera
and I had to think about what's the email,
how do I say it, how do I connect with them,
how would I get response?
So I figured out a way, and I'll tell you what I asked.
I pretty much said, here's who I am,
so I gave some context, and then I said,
everybody keeps arguing about these three things,
what you know, so education,
who you know, so network,
or being tenacious or have grit or hustle.
Which one of those do you think is the most important
to be successful?
So that was the question.
Super short, simple.
Three things, pick one, let me know.
Can I get a response?
Here's my favorite response out of emailing
all those people.
It's from Mark Cuban and this is what he said,
very Mark Cuban.
He goes, "Doing all three when everybody else
"Is trying to pick one."
Again, I was 18 years old when I sent out that email.
I got a response from many of them but Mark Cuban
replied and that blew my mind.
So what I wanna share with you is how that evolved
over the years so the point when I was building my company,
Clarity, which is a marketplace for experts
to give advice over the phone.
We grew up to 50,000 experts in a 12-month period.
The way we did that was outbound emails.
We sent over 250,000 emails in that period
to collect and curate incredible experts.
And the way did that is following this format.
So the first thing you need to do,
it's four Rs.
The first R is research.
You need to research the individual who you're
going after.
Even if you do a mass email, let's say 100 emails a day,
and that's usually upper limit you wanna be sending out
'cause you have to have time to respond,
you wanna segment and target those lists of people
so that you can focus on a city, a job title,
a company size, an industry, and make it hyper-targeted
or relevant. But if you're just doing one on one,
just spend the time to do the research in your first line
in the email should personalize the email.
Just like you would be sending it to a new friend
or a new acquaintance that you might have just met
on an airplane or at an event.
So that's the first thing.
Number two is you need to make sure
that you provide reference.
The second R is reference.
Talk about, hey, we've worked with companies like...
And you don't say we've worked with
companies like yours like...
You just say, here are some of the clients
we've worked with and make sure that they're on target,
that they would know who they are so that the person
receiving the email is like, "Oh, that's a company
"Like mine. I actually know John at that company."
Or, "I've heard of that business and if they helped them
"then maybe they can help us."
Again, it's not a sales email it's just like,
hey, congrats on the new store opening and
here's some of the companies that we've worked with
and then you wanna do a reward.
Some kind of way.
The third thing is R for reward.
How do you reward the person for opening the email?
Now, some people choose to do some kind of personalized
critique it it's a marketing thing, their marketing content,
their website, et cetera.
Here's where that'll fall short.
If you come off as criticizing in a first outbound email,
I just think it's gonna fall flat.
What you wanna do instead is say hey,
I noticed this was something you guys are working on.
Here's three ways that we've found to increase
that outcome.
So, never criticize.
Never say, "Hey, I went through your checkout flow
"and I noticed that these things are broken."
'Cause that's gonna make the person in charge of that
go, "What does he know.
"Is he a Mr. Know-it-all?"
Instead you wanna say, hey, here are three ways
not very well-known strategies to increase the
checkout process for an e-commerce site.
Whatever it is.
If you can not have an attachment,
not a link out to anywhere else in the email,
just put it there. 'Kay?
But if you have to make it a link out there,
don't put it behind an email capture.
Don't make it some cryptic thing.
Make it very clear, very simple,
to your public website so they feel comfortable clicking it
if it's required.
You're better off putting it in the email.
The fourth R is request.
Have a call to action.
So many times I get an email from people cold
and they don't actually ask me for anything.
It's just this long three paragraph email
thanking me for my content and here's what I'm doing
and then pretty much just says thanks for whatever.
I just think it's a missed opportunity.
If I'm actually gonna read that, give me something
to bite into.
Maybe it's hey, me and my co-founder
are thinkin' of splittin' our equity 50/50.
What are your thoughts?
That prompts a request.
Now I might reply and send you a link to a video
I've already done but at least that creates a response.
You have a request.
For outbound SaaS, this is, hey, do you have
seven minutes tomorrow at 2:00 P.M. to get on a call.
I'd love to show you a demo of our product
that we've used to serve those customers I referenced.
Or hey, let me know if next week works.
I'm in town and I'd love to sit down with you
and your CTO to walk through the product for 10 minutes.
I'm in your neighborhood.
And many people when they do these outbound emails
actually wait 'til they get a bunch of responses.
So that's why it's valuable to actually segment into a city.
And then once you get all these people saying,
"Yeah, I'm free.
"I'm available."
Then, you book your plane ticket.
That's a ninja tip.
Now, here's the deal,
I want to break a myth right now.
A lot of people think that cold emails don't work.
Here's the truth about cold emails,
it's not that they don't work, it's just that the market
can be qualified.
The outbound target that you're going after,
that potential customer, it's not spam,
you're personalizing it.
You're doing the research.
You're sending the email.
You're keeping it short, simple, concise,
very natural and what the outcome is,
they're just not in market. The truth is is
they could be qualified but 50% of the customers
may not be ready to buy right now.
They don't have the pain that you solve.
That doesn't mean you stop.
I truly believe four follow-ups.
If you get no response, four follow-ups.
By the fourth follow-up, maybe one every other day,
then you stop and you just put them on a nurturing program
maybe once a month.
I just think that so many people stop too quick.
Most average sales people stop after three tries.
80% of the success is gonna happen
on the back end of the fourth, the fifth,
the follow-up of that segment where somebody's like
hey, somebody reached out to me and mentioned some solution.
I'm gonna search my email and find it.
And like a year later, you could have somebody reply
and re-engage with your email.
So those are the four Rs.
The template for building a great outbound
SaaS Sales email.
The first one is research.
Make sure you personalize it.
Second, is reference so they know that you've
worked with companies just like them.
Third is reward, give something of value to them.
Put it in the email.
Keep it short, concise and unique.
And then fourth, request what you need next
to move the conversation forward.
That's how you generate sales from outbound emails.
If you have any questions, or better yet,
if you have a template, an email that's not working today,
post it below in the comments and I will reply with
my thoughts.
I recently did this for some of my coaching clients.
It was invaluable.
Just the act of reading their email out loud
to the rest of the group really showed to them
where they were going wrong in their assumptions
for how the email was coming across.
Because the key is you don't want it to sound
like a pitch email.
It needs to come from a place of service. 'Kay?
If you can get in that mindset that you're not emailing
to try to get something from somebody,
you're emailing to help serve and support somebody else,
it changes the frame.
It changes the language.
And it changes the structure of the email
and how it's felt by the recipient.
That is my challenge to you.
Post it below and I'll see you next Monday.
Cheers.
If you enjoyed this video,
be sure to subscribe to my channel
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And if you're ready to get going, I've got two videos
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right now and I'll see you next Monday.