– I’m Alex Berman from Experiment 27,and this is my 2018 presentation,the most up-to-date content,The 14 Most Common Cold Email Mistakesand How to Solve Them. There’s gonna be a lotof email scripts in here,a lot of value, and I’mexcited to share it with you,so let’s jump into it. First, a little bit of info on me. I’m Alex Berman,I’ve generated over $100 millionin new business-to-business customers. I’m the former director ofmarketing at a three-times,now four-times Inc. 5000fastest growing company,it was an agency in New York City. I am also the founder of Experiment 27,where we help agencies,so anyone in the digitalservices businesses,whether they’re graphic designersor they make mobile appsor they do social mediaor video production,we help all of those customersget in touch with enterprise clients. That’s people like Qdoba, Morgan Stanley,Paramount Pictures, Netflix. If they’re a billion-dollar brand,we’ve probably emailed them,and more likely than not we’vesecured a meeting with themfor one of our clients. That’s who I am, that’s whowe are at Experiment 27. So here we are,the most common mistakespeople make in cold emails. Number one is lousy subject lines. Instead of using a lousy,uncustomized subject line,most people, what they’ll dois they will write a verylong subject line like,I would love to providesocial media services for your business,or I would love to work for free,and that just doesn’t work. So instead, here are a fewsubject lines you can use. Hi from name, question aboutcompany, about company. And then here are some ofthe top-performing onesfor our company currentlyat Experiment 27. The top one is an emoji aboutwhatever you’re emailing. We were emailing breweries recentlyto match them with a design client,and this beer emoji hadabout an 80% open rate,so a relevant emoji to the client. The second one is, I wasborn to work with company. This one’s also huge. And meeting next week, and then finally,Experiment 27, a bunch of dashes,and then this kindacaret, and then company. These subject lines comefrom a lot of testing,and if your campaigns aren’t working,it’s best to look at the open rate firstbecause boosting open rateis as simple as testing a new subject lineper 10 sends until you get 60%. So I would go back to theseand write a bunch of ’em. There are videos we haveon this channel alsoabout writing subject linesthat I’ll link down inthe description below. But write a bunch of theseand test each one with just 10 emailsand see which ones getthe highest open rates. If your emails aren’t being responded to,this is the biggest issue. Number two is no customization. Write an email specific to the nicheand you have to customize the first line. I spend up to six minutes per email,and I’ve found that ifyou spend six minutescustomizing and making surethat the person you’reemailing is the right person,the email is talking about somethingthat’s relevant to thatperson, the pitch is typo-free,like check everythingsix minutes per email,you can get about a 10-timesopen rate and response rate. Typically if you’re blasting out an email,I’ve seen response rates around. 05%, which is super low,and we’re able to getaround a 14% response rateat our highest. And using this customization approach,we’re able to get atypical meeting book ratearound four to 6%,sometimes as high as 14and even 20% meeting book,which means every 100 emailswe’re getting 14 meetings on the calendar. That’s through these customizations,and I’m gonna go throughthe script that we usein a second as well. And the second has arrived, here we are. So this is for ourcompany Lorelia Pictures,we sell video production services. Basically we’re trying to reinvent the waythat corporate content is made,and these documentaries cost about 100K. Here is an email that we weresending to Tiffany Haddish,wrote a book called Black Unicorn,she’s also an amazingactress in a bunch of movies,but anyway here’s theemail we sent to her agent. Hey Danny, just finishedreading The Last Black Unicornand it’s incredible,especially love how Tiffany is ableto capture her comedic voiceeven through her narration. I make documentaries for aliving and would love to discussturning the ideas inyour book into a film. Mind if I sent over afew times for a call?Thanks. It’s that simple, this email hadabout a 14% meeting book rate,so I wasn’t joking around before. I think we sent a hundred ofthese and got 14 meetings. And then Danny got back thesame day a couple hours later,please call me at my office. We called him and it wentright to proposal phase. Here’s another one we wereusing to book collaborations. My little brother is a DJand he’s got a prettygood SoundCloud following,but here’s the email we were usingfor those collaborationswith top musicians. Notice this first line’ssuper customized as well. Hey Lynn, big fan of IngridMichaelson for a while,and just found the track Old Days,especially love how deep the lyrics are,we’ve all lost someoneand this speaks to it. Very interesting vocalchoices in here as well. I was talking to Handsalmonand he loves the song too. He’s an up-and-coming DJwho just did a release on a Sony imprint. Do you happen have the vocal track?We’d love to do a remix. Thanks, Alex. Happy to do it for free, love your songs. This email did get aresponse I think same dayif not a day or two later from her team. Number three is superformal email salutations. In most cases, all yougotta do is say hi name. You don’t have to say dearMark, or greetings, this guy. It’s just hi. You gotta think about what you’d writein your actual emails. It’s not a letter, it’s an email,it’s one person to another person,So don’t just say hellowith no first name,you need a first name in there. You don’t need to say dear,you don’t need regardsor anything like that. Number four is startingyour email with an I. Using an I in the first lineor too much in the emailmakes it very me-centric,and it makes it more aboutyourself than the client. The fix to this is to run through it,get in the mindset of a client,think, hey, I have no ideawho’s sending me this email,why do I care about this guy?And then rewrite the email based on that,and you’ll use a lot lessIs and a lot more you. Number five is typos. Use Grammarly or hire a proofreaderif you’re English-as-a-second-language,especially if you’re coming from a countrythat speaks Englishbut speaks it differently than Americans. Like this is a problemthat a lot of peoplein India and South Americaand even Eastern Europe have,where they’ll write emailsthat they think are in perfect Englishand they just don’tsound right to Americans. Number six is offering a menu of services. Instead of sending multiple bullet pointsthat won’t ever be read,just think of one or two great ideasand share them in your email. Here’s an example. Hey name, I just got off the phonewith the CEO of a 65-personSaaS company in New York Cityand he’s dealing with these issues. Do either of these look familiar?One, customers not understandingthe concept of the business. Two, conversions and signupsare lower than they should be. And then the call to action,we made a video for that CEOand his signups wentup almost immediately. Would love to do similar for company name. Mind if I send over a few timesfor a quick brainstorming call?Thanks. Simple two ideas that are veryspecific to this guy’s niche. He can send these to anybodythat matches SaaS companiesthat are of this size. Number seven is asking for too much. Your cold email is only meantto get a meeting booked,so if you send a proposalor a pricing sheetor images of what you do,in most cases that’s gonnakill open rates and responses. Number eight is writingirrelevant nonsense. The prospect doesn’t wanna hearanything they already know,they don’t wanna hear fluffy complimentsthat are based on nothing. Customize your emails based onwhat you think their problems are. Be specific, be direct,and you’ll get responses. Here’s an example of an emailthat’s doing this right. This email’s offeringtechnical writing servicesto large companies. Hey first name,read the paper you putout about systems growth,love how detailed you wereespecially around widgets. As a professional writerfor the last 30 yearsin the tech industry,I’ve written dozens of white papers,and your team is on the right track. I also know how much workgoes into creating a great onethat connects with theC-suite in major corporations. I have a couple ideas for new white papersthat will work for company,and can create them ata professional level. Mind hopping on a quick callto talk about your goals?Thanks. And that’s a good exampleof what we were talkingabout a second ago,where you’re asking themif they wanna see examplesbefore you’re attachingor linking to examples. Number nine is randombolding or capitalization. Don’t capitalize the company nameand never use the fullcompany name in your emails. This comes from not having clean data,and the solution here isto double and triple checkwhatever that Excel sheet isthat you’re pulling data from. Number 10 is sending the same emailto multiple company types. Every mention in your emailshould be specific to that niche. If you’re selling to coaches,mention only coaches thatyou’ve worked with in the email,don’t mention the big corporations. If you’re selling to beverage companies,only mention the other beverage companiesyou’ve worked with. Here’s an email exampleabout how to go super niche. Hey first name, and then that first linethat we were talking about before. I love your food andwould love to help youget more customers, for free at first. I’ve worked with a coupleother Japanese restaurantsin the area. I just ran a promotional campaign with,and then it’s a nameof a local restaurant,where they spent $15 onfood giving out miso soupand ended up with $3,000 in revenueand a couple dozen newfive-star Yelp reviews. Mind if I send some more info?The reason why this ends withmind if I send some more infois because he’s sellingto local restaurantsand this email is basicallyjust what he referenceswhen he walks in the door. It’s almost impossibleto book meetings in bulkwith small restaurants over email. Number 11 is emailing a businessand not a specific person. You are one person emailing another,we are not interested inhelping your business. That’s not how the email’s written. The positioning instead should beI am interested in helping you. Number 12 is sending crazy long emails. If you want a good enough response rate,you need to make sure tokeep your emails short enoughthat they can be read on a phone,not more than five sentences,and sometimes even shorter. If you look at that documentary email,that’s two or three sentencesand the response rate was higherthan anything we’ve seen on other emails. Here’s an email I wrote duringa review I did for Mailshake,it’s a cold email sending tool. This is pitching videoediting to YouTubers. Hey name, been following yourvideos for a few months now,especially the cold email content. I edit videos for YouTuberslike Sujan Patel, Will Baron,and other channels thatget millions of views. A four-minute business video like you postcan be done for about $60. Want to talk further?Thanks. So simple, and if youactually wanna see that video,search Alex Berman Mailshake on YouTube. We’ll also link to it downin the description below. Number 13 is BCC-ingyour cold email campaignto the entire list. And the solution is to geta proper email sending tool. Mailshake’s a good one. Number 14, the final point, AA. Notice how you don’t know what that means,or maybe you because it’swritten on the screen. Avoid acronyms. Before using any acronyms in your emails,make sure that yourprospect uses it every dayor at least knows what it means. An example that we didin a recent cold email teardown was CRO,which stands for conversionrate optimization services,but that’s not a common thing. So you read the subject line here,it says question about CRO. This is what he sent. Hi name, your X client projectis one of the best marketingprojects I’ve seen. If so, would you be interested in knowinghow CRO can increase agency revenue?Is CRO the name of acompany, is that an acronym,like what is that?So I fixed the email here. Question about company. Hi name, love the work you didfor X client project, impressive. This again is a custom first line. There were some case studieshowever that stood out,especially the website designs. I’ve helped two dozen agencies,and then a couple examples of the clients,in the last yearwith conversion rateoptimization for their clientsand would love to do thesame for your company. We do a two-day on-site workshopthat will give you salesmaterials and trainingto make more revenue sellingconversion rate optimizationas an add-on service. Is that something you’d be interested in?Would love to run throughthe details on a quick calland see if it’s a fit. Notice how much moreunderstandable this email isthan question about CRO. In summary here, the 14,lousy subject lines, no customization,super formal salutations,starting your email with an I, typos,offering a menu of services,asking for too much,writing irrelevant nonsense,random bolding or capitalization,sending the same email tomultiple company types,emailing a business,not a specific person,sending crazy long emails,BCC-ing your cold email campaign,and AA, avoid acronyms. If you wanna send me an email,it’s Alex@Experiment27. com,if you wanna work withus, it’s Experiment27. com. That’s if you run an agency,you want more enterpriseclients, we would love to help,we do that all day. If you want free stuff,we’ve got the client contractthat we actually use to close business. This cost us about a thousandbucks to put together,that’s Experiment27. com/contract. It’s not written here,but the actual proposalthat we use at Lorelia, thevideo production service,that is Experiment27. com/proposal. The discovery call scriptand the questions we use on call one,that’s Experiment27. com/discovery. If you want a bunch ofvaluable sales videos,go over to B2BSalesTraining. org,that’s a playlist of ourmost valuable content. If you wanna hire Experiment27, that’s over there,I think I already mentioned that. If you wanna follow me on Instagram,it’s a bunch of randomnonsense over there. Go over to AlexBerman1and check me out there. Would love if you could identify someoneand share this video with them,that’d be super helpful,and thanks for watching. I’m Alex Berman.