How to Build Your Best Email Cadence Framework Ever
- Building a good email cadence framework helps your message stand out better.
- Your success depends on answering 3 key questions about your objectives.
- 5 basic principles help guide your writing for maximum effectiveness.
- Boom Demand SDRs are already experienced with this outreach process.
When you’re starting a new sales campaign, you may want to consider building a new email cadence framework. The ones you use on other campaigns may have been successful to some degree, but the marketplace is always changing.
One thing that’s not changing, though, is human nature. There are certain rules and principles that we can reliably follow and use to achieve great success in a sales campaign.
For maximum success, there are three questions you must always ask yourself before writing a single line.
Who Are You Looking For?
Before anything else, you need to understand your ideal buyer. Put simply, not everyone needs what you’re selling. So who does?
You need to take the time to research your ideal buyer personas. Before you ever write a single line of your sales email, you should know exactly what kind of individual you’ll be reaching out to. You should know their position and buying power within their organization. Explore social media and see what kinds of pain points your leads have expressed, and take notes. This is a valuable way to find keywords for your emails.
Always keep in mind that people in different roles within a single company will have very different pain points. Zero in on the one you need to reach!
What Are You Up Against?
Remember that you’re not the only person with a line in the water at this particular pond. you should know who your competition is and what they’re talking about.
Visit the websites of your company’s main competitors and review the language they use. What do they offer, exactly, and how do they sell it?
With this insight, you can start to build a way to contrast your product with theirs, and show exactly why yours is better. Because if yours isn’t better, then what are you even doing?
Why Are You So Special?
Identify the specific benefits that your clients get from what you’re selling. We’re not talking about gizmos, bells, and whistles. Not features, but rather, benefits.
Your customers aren’t looking for something that’s going to take up more space, time and resources. What they want is to be able to do their job better. They want to get themselves in a position where they can reap more and greater rewards from their labor.
It should be abundantly clear that your product makes this happen.
Now that you have the ingredients, putting your email cadence framework together is easier than it seems.
All the research and thought beforehand is critical, so that you yourself can fully believe in what you’re selling.
“If you believe your product or service can fulfill a true need, it’s your moral obligation to sell it.” — Zig Ziglar
Since you believe it, since you know that you’re offering something that will make another person’s life better, you can write clearly.
First, keep it short.
Four or five sentences is plenty, and your lead doesn’t have time for anything beyond that. A good test of length is that your email, including your signature, should be short enough to read on the screen of a small smartphone without scrolling.
Second, personalize it.
Addressing your lead by their name is an absolute minimum. Better still is to refer to something relevant that they said recently on social media.
Third, you are not part of the message.
Do not talk about yourself. Don’t waste time saying that you saw their post on LinkedIn, and thought… blah blah blah! If you reference it, it’s obvious that you saw it. Just say that their post was really insightful or profound or thought-provoking, or whatever it made you feel, without referring to yourself. Link this sincere compliment about their thoughts on their pain points directly to some concrete evidence of the benefits that your product would give them.
Fourth, bring it home.
Keep the message limited to one single topic, and issue a clear and simple call to action. Make it as easy as possible for them to respond with minimal effort. Asking for one-word answers is good, and so are links to follow-up pages.
Fifth, read it out loud.
Make sure your message is conversational in tone and uses clear and simple wording. Industry jargon requires extra effort to interpret, and it’s so overused that it’s tiresome. Read your finished email out loud to make sure it sounds as natural as possible before you hit send.
Using Boom Demand’s Successful Email Cadence Framework
One of the great advantages of using Boom Demand’s outsourced sales development team is that we’ve been doing all of this for years. Our representatives have experience crafting and refining an email cadence framework for each of many different types of clients. They know how to reach the right people who are ready to buy, and how to speak with them and bring them to you.
Contact us today to learn more about how SDR teams can integrate into your existing sales organization and accelerate the entire process!