1. Heather R Morgan @HeatherReyhan | heather@salesfolk.com

2. Stay until the end and you’ll learn… How to optimize your cold emails with game theory

3. Former economist with 8+ years of copywriting experience Written 10,000 + cold emails Worked with 200+ companies’ email campaigns (and counting) My open & response rates are 3x higher than industry standard Written email campaigns w/ 68%+ response rates from C-suite About Heather &

4. Sales Benchmarks: What are good open & response rates for B2B cold email?

5. Ideal open rate: 35-75% Ideal response rate: 10-35% (Anything above is GREAT!)

6. But these metrics depend on your list quality & product-market fit

7. So what separates the great cold emails from the really bad?

9. Make your emails thoughtful, or become a laughing stock.

10. Problem #1: Wrong prospects

11. Fix #1: Build a great list

12. Problem #2: Don’t know your buyer

13. Fix #2: Talk to your customers &“e-stalk” them like a journalist

14. Problem #3: Boring messaging

15. Fix #3: Evoke your prospects’ greatest desires & fears

16. Problem #4: They don’t trust you

17. Fix #4: Build credibility with a “case study” that illustrates results

18. Problem #5: Your Call to Action is missing or weak

19. Fix #5: Incentivize your prospects to respond

20. Example Cold Email SUBJECT: get your feet wet Hey Heather, We conversed a little while back about outbound lead generation strategy / tactics for Salesfolk and I never heard from you. I'd like to give you a sample list of leads to A/B test against your sales data (I think we'll win). Based on where things left off, this would be great way for you to get your feet wet and for me to find real leads for Salesfolk to test. Do you have a free moment this week / next?

21. SUBJECT: get your feet wet Hey Heather, We conversed a little while back about outbound lead generation strategy / tactics for Salesfolk and I never heard from you. I'd like to give you a sample list of leads to A/B test against your sales data (I think we'll win). Based on where things left off, this would be great way for you to get your feet wet and for me to find real leads for Salesfolk to test. Do you have a free moment this week / next? Feedback #1 Somewhat personalized, but not true or credible. I don’t know who this person is!

22. SUBJECT: get your feet wet Hey Heather, We conversed a little while back about outbound lead generation strategy / tactics for Salesfolk and I never heard from you. I'd like to give you a sample list of leads to A/B test against your sales data (I think we'll win). Based on where things left off, this would be great way for you to get your feet wet and for me to find real leads for Salesfolk to test. Do you have a free moment this week / next? Feedback #2 Decent incentive, but not enough context about who they are, or why I would want their lead list.

23. SUBJECT: get your feet wet Hey Heather, We conversed a little while back about outbound lead generation strategy / tactics for Salesfolk and I never heard from you. I'd like to give you a sample list of leads to A/B test against your sales data (I think we'll win). Based on where things left off, this would be great way for you to get your feet wet and for me to find real leads for Salesfolk to test. Do you have a free moment this week / next? Feedback #3 Still don’t know who you are! And this is super vague! Social proof and/or authentic context would be good.

24. SUBJECT: get your feet wet Hey Heather, We conversed a little while back about outbound lead generation strategy / tactics for Salesfolk and I never heard from you. I'd like to give you a sample list of leads to A/B test against your sales data (I think we'll win). Based on where things left off, this would be great way for you to get your feet wet and for me to find real leads for Salesfolk to test. Do you have a free moment this week / next? Feedback #4 Make the CTA stronger by giving a specific incentive to get on the phone. …Like the lead list? Or other relevant/new information.

25. Now, let’s see a great cold email…

26. This cold email got 27+ responses SUBJECT: {!first}, missed {!Company} at DF --coffee? Hey {!first}, I wish we had gotten a chance to connect at Dreamforce this year, but I guess the mobs of people and back-to-back schedules made that impossible this time. I had hoped we’d have a chance to talk because I have an idea to improve {!Company}’s cold email campaigns to get your team better response rates. (My colleagues have gotten a few of {!Company}’s cold emails, and I have a few tweaks that I think could help you get more demos with qualified leads without increasing volume.) Do you have time for a quick cup of coffee or short phone call so I can share these suggestions with you? Thanks,

27. Game theory can help you optimize your cold emails.

28. The order of your cold emails in Your sequence is important.

29. Different messages/benefits appeal to different types of prospects.

30. Use the most enticing message to get the low hanging fruit ASAP.

31. You can get more direct/aggressive as the email campaign progresses.

32. Go Download our free Cold Email Guides at http://bit.ly/coldemail15 http://bit.ly/coldemail15. Heather R Morgan|@HeatherReyhan|heather@salesfolk.com Want to learn how to write powerful cold emails that kick butt?