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Travel back
to selling
circa 1982
“When you use it,
you will be able
to plan which of
the events
offered you wish
to enjoy…”
The simple use of one small word, “you,” more than
doubled the number of sales in this experiment
That was 37
years ago!
Before
email
and the
internet
What pronoun do you use today?
o Mostly “You”
o Mostly “We”
o Mostly an Accident
o Mostly Didn’t Care
We We We
Weeeeeeeeee
B2B Marketing: Secrets of Email Prospecting
B2B Marketing: Secrets of Email Prospecting
Study 1 Findings
Study 1 Findings
Study 1 Findings
B2B Marketing: Secrets of Email Prospecting
Secret Three:
How to get people to
take action
How do you personalize today?
39%
27%
22%
13%
What do you think is most effective?
54% (up from 39%)
10% (down from 27%)
28% (up from 22%)
8% (down from 13%)
Email Test: 2 Parts
Part 1: Opening Problem Statement
Personalized
Four Test Conditions
• Industry
• Company
• Personal + Company
• Personal + Industry
Part 2: Solution Statement and Call to Action
Exactly Same in all Conditions
Open Rates vs. Click Thru
Treatment Description Total
Sent
Total
Delivered
Total
Opens
Avg Open
Rate
Total
Clicks
Avg Click
Thru Rate
Meetings
Scheduled
SAL’s or
Greater
Treatment
A
Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs
Treatment
B
Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs &
3 SQLs
Treatment
C
Personal +
Company
1,671 1,536 402 26.17% 73 4.75% 7 1 SAL
Treatment
D
Personal +
Industry
1,622 1,480 362 24.46% 79 5.34% 12 5 SALs &
1 SQL
TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SAL
& 4 SQL
Click Thru Comparison
Treatment Description Total
Sent
Total
Delivered
Total
Opens
Avg Open
Rate
Total
Clicks
Avg Click
Thru Rate
Meetings
Scheduled
SAL’s or
Greater
Treatment
A
Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs
Treatment
B
Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs &
3 SQLs
Treatment
C
Personal +
Company
1,671 1,536 402 26.17% 73 4.75% 7 1 SAL
Treatment
D
Personal +
Industry
1,622 1,480 362 24.46% 79 5.34% 12 5 SALs &
1 SQL
TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs
& 4 SQLs
+17%
+24%
+12%
Least vs. Most Personalized
Treatment Description Total
Sent
Total
Delivered
Total
Opens
Avg Open
Rate
Total
Clicks
Avg Click
Thru Rate
Meetings
Scheduled
SAL’s or
Greater
Treatment
A
Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs
Treatment
B
Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs &
3 SQLs
Treatment
C
Personal +
Company
1,671 1,536 402 26.17% 73 4.75% 7 1 SAL
Treatment
D
Personal +
Industry
1,622 1,480 362 24.46% 79 5.34% 12 5 SALs &
1 SQL
TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs
& 4 SQLs
24%
Adding Personal Doesn’t Help
Treatment Description Total
Sent
Total
Delivered
Total
Opens
Avg Open
Rate
Total
Clicks
Avg Click
Thru Rate
Meetings
Scheduled
SAL’s or
Greater
Treatment
A
Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs
Treatment
B
Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs &
3 SQLs
Treatment
C
Personal +
Company
1,671 1,536 402 26.17% 73 4.75% 7 1 SAL
Treatment
D
Personal +
Industry
1,622 1,480 362 24.46% 79 5.34% 12 5 SALs &
1 SQL
TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs
& 4 SQLs
12%
Double Meetings Scheduled
Treatment Description Total
Sent
Total
Delivered
Total
Opens
Avg Open
Rate
Total
Clicks
Avg Click
Thru Rate
Meetings
Scheduled
SAL’s or
Greater
Treatment
A
Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs
Treatment
B
Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs &
3 SQLs
Treatment
C
Personal +
Company
1,671 1,536 402 26.17% 73 4.75% 7 1 SAL
Treatment
D
Personal +
Industry
1,622 1,480 362 24.46% 79 5.34% 12 5 SALs &
1 SQL
TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs
& 4 SQLs
50-ish%
What do you think is most effective?
54% (up from 39%)
10% (down from 27%)
28% (up from 22%)
8% (down from 13%)
?
B2B Marketing: Secrets of Email Prospecting

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B2B Marketing: Secrets of Email Prospecting

  • 3. “When you use it, you will be able to plan which of the events offered you wish to enjoy…”
  • 4. The simple use of one small word, “you,” more than doubled the number of sales in this experiment
  • 7. What pronoun do you use today? o Mostly “You” o Mostly “We” o Mostly an Accident o Mostly Didn’t Care
  • 15. Secret Three: How to get people to take action
  • 16. How do you personalize today? 39% 27% 22% 13%
  • 17. What do you think is most effective? 54% (up from 39%) 10% (down from 27%) 28% (up from 22%) 8% (down from 13%)
  • 18. Email Test: 2 Parts Part 1: Opening Problem Statement Personalized Four Test Conditions • Industry • Company • Personal + Company • Personal + Industry Part 2: Solution Statement and Call to Action Exactly Same in all Conditions
  • 19. Open Rates vs. Click Thru Treatment Description Total Sent Total Delivered Total Opens Avg Open Rate Total Clicks Avg Click Thru Rate Meetings Scheduled SAL’s or Greater Treatment A Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs Treatment B Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs & 3 SQLs Treatment C Personal + Company 1,671 1,536 402 26.17% 73 4.75% 7 1 SAL Treatment D Personal + Industry 1,622 1,480 362 24.46% 79 5.34% 12 5 SALs & 1 SQL TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SAL & 4 SQL
  • 20. Click Thru Comparison Treatment Description Total Sent Total Delivered Total Opens Avg Open Rate Total Clicks Avg Click Thru Rate Meetings Scheduled SAL’s or Greater Treatment A Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs Treatment B Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs & 3 SQLs Treatment C Personal + Company 1,671 1,536 402 26.17% 73 4.75% 7 1 SAL Treatment D Personal + Industry 1,622 1,480 362 24.46% 79 5.34% 12 5 SALs & 1 SQL TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs & 4 SQLs +17% +24% +12%
  • 21. Least vs. Most Personalized Treatment Description Total Sent Total Delivered Total Opens Avg Open Rate Total Clicks Avg Click Thru Rate Meetings Scheduled SAL’s or Greater Treatment A Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs Treatment B Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs & 3 SQLs Treatment C Personal + Company 1,671 1,536 402 26.17% 73 4.75% 7 1 SAL Treatment D Personal + Industry 1,622 1,480 362 24.46% 79 5.34% 12 5 SALs & 1 SQL TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs & 4 SQLs 24%
  • 22. Adding Personal Doesn’t Help Treatment Description Total Sent Total Delivered Total Opens Avg Open Rate Total Clicks Avg Click Thru Rate Meetings Scheduled SAL’s or Greater Treatment A Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs Treatment B Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs & 3 SQLs Treatment C Personal + Company 1,671 1,536 402 26.17% 73 4.75% 7 1 SAL Treatment D Personal + Industry 1,622 1,480 362 24.46% 79 5.34% 12 5 SALs & 1 SQL TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs & 4 SQLs 12%
  • 23. Double Meetings Scheduled Treatment Description Total Sent Total Delivered Total Opens Avg Open Rate Total Clicks Avg Click Thru Rate Meetings Scheduled SAL’s or Greater Treatment A Industry 1,858 1,621 326 20.11% 98 6.05% 11 3 SALs Treatment B Company 1,762 1,523 384 25.21% 78 5.12% 7 6 SALs & 3 SQLs Treatment C Personal + Company 1,671 1,536 402 26.17% 73 4.75% 7 1 SAL Treatment D Personal + Industry 1,622 1,480 362 24.46% 79 5.34% 12 5 SALs & 1 SQL TOTAL: 6,913 6,160 1474 23.93% 328 5.32% 37 15 SALs & 4 SQLs 50-ish%
  • 24. What do you think is most effective? 54% (up from 39%) 10% (down from 27%) 28% (up from 22%) 8% (down from 13%) ?