I had to press Tim for a month to share his way to approach cold emails and I’m not disappointed by what he shares with us today. I could not have put it better myself. Congratz and success well deserved!
Tim obtained 46.6% in late October:
Initial email response rate: 14.14%
First follow-up response rate: 23.04%
Second follow-up response rate: 6.28%
Third follow-up response rate: 3.14%
Who is Tim, can you give us a bit of background?
Who am I? I’m a likeable sales and marketing obsessive, who is also a father of four. One great thing about having children is that it gives you a new reserve of patience, which I’ve found to be an ever more valuable tool.
I’m part of a startup called teamup which specialises in helping small and medium fitness businesses find more growth and profit through making their customers happy (and excellent software). We’re doing well and have a growing group of amazing customers across the world who are pushing us to create ever greater things.
My background is in consumer marketing, although I now focus completely on B2B. I love getting in to the heart of the value proposition, and understanding customer needs.
I’m also a complete SaaS addict and love new innovation in the sector.
I’ll do my best to share my approach here. I don’t think I’ll even attempt to be entertaining like Parker Woodward’s, so you have been warned.
Can you tell us a bit about your process? What do you use QuickMail for and how things have been working for you?
My process is simple – I want to start a conversation, and identify people who we could help with our product.
I’m not interested in ‘selling’ – there are so many potential customers, that I only have time to work with people who are a) almost ready to buy or b) struggling and need some help. So this guides my approach a lot.
I use Quickmail to get peoples attention, where other marketing methods might be out of reach. I see the two steps as completely separate – attention first, then build a relationship.
I start simply by trying to think about what is the highest value message for the audience.
My recommendation is don’t copy and paste other sequences. Try to go right into your value proposition – the more relevant your message is to your target audience, the more it will resonate.
I think mindset is the key to success here. I always try to focus on how I can help people, and genuinely believe that what we do could improve people’s lives. Why? Because saving time, and reducing frustration means more time with family and less time in front of a computer (a lesson I should pay more attention to, certainly).
Every contact point makes up part of a potential relationship. So this is your opportunity to leave a good impression. For our business this is about creating long term value, and to do that you have to have some values.
Always try to put yourself in the shoes of the person you are messaging. What is the real value? If this is the start of a relationship, then make sure you are building trust, and representing yourself in the way you would like be perceived.
Emailing is an effective way to reach lots of people with limited resources (and a small team), but it is not truly scalable because you are still limited by your ability to follow up in a high quality way. So I try to keep the volume at no higher than I can reasonably respond to.
One controversial thing I also do is try to ALWAYS respond to people – good or bad. I want to show that I am polite, and not a robot, and my efficiency gains by using quickmail are all about spending MORE time with interested prospects, not less. I’ve had several referrals from people who recommended others to speak to.
The worst way to approach this kind of campaign is as some kind of excuse not to talk to people. You are not selling, just giving people the opportunity to get back in touch if they feel there is something of value to them.
If you are not comfortable talking to people about your product, then get that right first. The value of a campaign is zero if you don’t follow up as promised.
Good sales are about consistency, quality, accountability, momentum (pipeline) and reliability. You need all these factors working at the same time to make serious progress.
Anything else you would like to share?
If you read around on the topic of cold emails, then you’ll inevitably find the same names mentioned. One thing I would watch out for is that a lot of the advice is about contacting larger companies and aiming to sell high priced products.
This leads to a lot of formal language that could be off-putting to your target audience.
The approach for small businesses is very different.
It’s easier and harder to get in touch with people in smaller companies.
What do I mean by that? You don’t get the ‘appropriate person’ effect of a larger organisation. No back doors.
One guy I pay a lot of attention to is Lincoln Murphy. He puts out incredibly high quality materials on emailing (and software in general) – and as well as being knowledgeable, is a great guy. Here’s a great blog post focusing on sanity checks for sending out cold email.
We have limited time to enjoy life, so I prefer to do business with people I like. Jeremy Chatelaine is one of those people, and as a bonus, really knows his stuff. A big part of my decision to go with Quickmail was his attention to detail for customers, and his helpful approach to everything he does. If you haven’t tried it yet, then I highly recommend quickmail.io as part of your marketing toolkit.
What’s the best way to get in touch with you?