Human email (cont’d) t Based t elopmen v oun c c art 9 A f P The WHERE oSales De The call-to-action Every email needs to ask the prospect to do something. Guidelines instead of templates Make it clear Some SDR teams use email This is no time to be coy. guidelines rather than templates. An example (from MJ Hoffman’s Examples: Basho training focused on answering Is there a way to get 15 minutes “Why You, and Why You Now”): on your calendar? • The subject line includes the Come and get the report here word "you" – there’s no form to fill out. • The first paragraph shares a piece of relevant news Don’t ask for too much • The second paragraph is the It’s a big jump from an email to a marriage. "So what?" – why they should take your call Bad Examples: • End with a CTA: such as a request Try our nuclear power plant for a year for a meeting and if you don’t like it, we’ll take it back. Call me to discuss your next office move. 66