Improve sales emails with context

Will shares tips for improving cold email outreach by moving from simple personalization to deeper contextualization:

1. Go beyond basic personalization:

   • Avoid simple tokens like “first name”.

   • Use deeper insights from job updates or social posts.

2. Add context:

   • Combine multiple triggers (e.g., hiring news, new roles).

   • Customize emails based on specific observations.

3. Use signal-based tools:

   • Leverage tools for relevant signals, but add personalized context.

4. Create multi-trigger emails:

   • Single trigger (Hiring): Acknowledge hiring and provide insights.

   • Double trigger (Hiring, New Role): Combine hiring with previous experience.

   • Triple trigger (Hiring, New Role, Persona): Add insights about their persona.

5. Build trust:

   • Use specific examples and data to build credibility.

   • Avoid generic phrases; be precise.

6. Adapt and evolve:

   • Refine your approach based on feedback and results.

   • Stay informed about new tools and techniques.

By following these tips, you can create more engaging and effective email sequences.

Personal touch with video emails

Brian outlines his strategy to improve email sequences with a second manual email using video:

1. Use video:

   • Create a 60-second video with Loom.

   • Paraphrase your first email.

   • Use their website and LinkedIn profile as a backdrop.

2. Template:

   • Greet the recipient by name.

   • Mention the short video for them and their company.

   • Include the Loom video link.

   • Ask if the focus aligns with their goals.

3. Benefits:

   • Video stands out.

   • Easy and quick to create.

   • Breaks the pattern of typical spam emails.

Effective email sequence

Jed explains how to create effective outbound email sequences:

Email 1:

• Greet and mention a buying trigger.

• Hypothesize their problem.

• Create curiosity about your solution.

Email 2:

• Continue the thread.

• Explain your solution with a visual.

• Ask if it could help.

Email 3:

• Share a helpful resource related to the problem.

• Avoid a call to action to build trust.

After one week, repeat the sequence with a new problem.