Thread by @FlorinTatulea

I was the first sales person at a now high 9-figure B2B SaaS company.

Here is the cold email framework I used to help build out an outbound engine from 0-$50M / year in pipeline. A tactical 🧵:

#sales #copywriting

A great cold email can be broken down into 4 parts:

1. Subject Line
2. Body
3. Call-to-Action (CTA)
4. The P.S.

1. Subject Lines:

There is an incredible amount of noise in an execs inbox.

In order to write a good subject line with 60%+ open rates (avg is 21%) 2 important things that you need to understand:

- The only purpose of a subject line is to spark curiosity
-Inbox Triage

From my experience the most sure-way to spark curiosity is to leverage their colleagues/reports names in the subject line.

Example: if you are selling call recording software,make the subject line to VP, Sales:

“analyzing Evan & Mackenzie’s calls”

Inbox Triage refers to the fact that most people treat their inbox as a To-Do list.

Most execs could easily get 100 emails a day and every morning they “Triage” their inbox to focus on what matters + stands out. What stands out?

-all lower case
-1-4 words
-emotional language

2. The Body

Now that you got the email opened, the body is where you need to generate interest.

The body should consist of 3 sentences:

1. Context as to why you’re reaching out with Trigger
2. Whats the problem with their current state?
3. What does the future look like?

Sentence 1: Context + Trigger

You need to figure out for your solution what good triggers are. Some common ones include:

-exec comment on earnings call / 10k report regarding an issue you solve for
-funding round (growth)
-new key hire
-LinkedIn post they made

Sentence 2: Problem with Current State

This is where you need to tie the context for you reaching out to their problem.

i.e why is this new funding round or growth going to cause an issue (that you can solve?)

Sentence 3: Future State

This is typically where a lot of reps make the mistake of pitching. Don’t.

This sentence is meant to paint a picture of what the future looks like for them with your solution.

Make this narrative based and include relevant social proof if possible.

3. Call-to-Action (CTA)

What action are you trying to get from this email?

Most sales reps make the mistake here of asking the prospect for “time to chat”.

Problem is that people naturally don’t like being sold to, so you dont want to be pushy here.

Ask for interest instead

Gong published data that showed that asking for interest instead of asking for time increased reply rates by 2x.

Here is how you ask for interest:

-worth a chat?
-sound mildly interesting?
-opposed to taking a peek?

4. The P.S. Statement

The P.S. is easily my favorite “hack” that we came upon accidentally.

The P.S. statement after an email sign off is where you can personalize and humanize yourself in a sea email robots.

How?

1. Use the P.S. as a way to showcase humor.

This may sound silly but something as simple as:

“P.S. im not a robot”

Followed by a picture of yourself with a whiteboard with their name on it can make a huge difference.

40% increase in reply rates type of difference.

2. Use it as a way to show personalization.

The body of your email needs to be relevant to their business problems. You don’t need to talk about your love for marathons there.

“P.S. noticed you run marathons, any advice for a first-timer? Doing my first one next week!”

Here is the framework for the ideal cold email structure.

I’ve been able to optimize this framework to get 60%+ opens and a 5%+ reply rate PER EMAIL across thousands of prospects that never had any intent to buy.