t Based t elopmen v oun c c art 9 A f 1. Human email P The WHERE oSales De Personal email – sent from an SDR to a prospect How much should you template? The goal is to make sure the prospect feels the – is the workhorse of ABSD. Done properly, Human email doesn’t mean that every email email really is written to him or her, as an these emails feel much more like personal must be hand crafted from start to finish. That individual. That’s not a trick, it’s the truth (if not, business communications than marketing or wouldn’t be scalable across all account tiers. you’re doing it wrong). To do that you must show selling (because that’s exactly what they are). that you’ve been thinking about them. Rule of thumb: the more important the Human emails are: account or the contact, the more you want • Plain text, not HTML to personalize and the less you want to use “Dear : a template. Well-targeted, personalized Please avoid sending me emails • Short and to the point: make each emails will always out-perform templates. sentence as short as a tweet that are obviously automated.” The degree of personalization will vary • Always relevant and on-message by account tier: Ray Carroll VP Sales, • Personalized, reviewed, and approved Tier 1: Highly personalized, with little Engagio by a human – not automated or no templating • One-to-one or one-to-few (it’s okay to Tier 2: Personalized, perhaps using cc people if they’re the same persona) the 10/80/10 approach The 10/80/10 approach • Team-worthy: don’t send the exact same Tier 3: Customized rather than personalized Some SDR teams apply a 10/80/10 email to four team members, but you can (e.g. targeted to their industry and persona, rule to their human emails: Customize send one relevant email to the entire team uses their name and company name) the first 10%; Use the template for the next 80% (with possible personal tweaks); Customize the last 10% 62