Use These 4 Sales Email Strategies to Break Through the Noise

The GTM Newsletter

"Let’s say there are 251 working days this year. If your reps have $1M quota, then every day is worth $4,000 in revenue. Every minute that goes by off-target is $8.30 unbooked, unearned, and unrealized." -Robert McLaws (Founder & CEO of BurnRate).

When you break the value of each day and even each minute down, it’s easier to realize how intentional time needs to be spent in order to hit quota.

Email often plays a significant role in hitting numbers.

Thanks to email automation and AI, however, sending tons of emails has never been easier. This means getting your message to stand out is tougher than ever, even if it's top-notch.

Sales leaders like Florin Tatulea (Director of Sales at Barley) feel the impact from the past few years alone: “Pure cold outbound is 3x harder than it was in 2021.”

So how can one cut through the noise?

Let’s get into it.

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💜 Sponsor shoutout: Wiza.

If you’ve used big-name prospecting tools before, you know that they all share one, massive problem: Bad data.

That’s because these tools are built on static databases, playing cat-and-mouse to keep up with job titles changes, employee turnover, and bouncing emails.

So, Wiza was built.

Wiza is the only B2B contact database that sources and verifies contact data in real-time, the moment it’s requested, using LinkedIn as its source of truth.

Wiza’s accuracy-obsessed B2B contact database offers 99% coverage of LinkedIn profiles as well as a powerful Chrome extension that enables you to access contact data while browsing LinkedIn profiles and when exporting from Sales Nav.

If you’re struggling with inaccurate data from clunky database tools, try Wiza for free today and see why 300,000+ sales, marketing, and recruiting professionals trust it in their daily prospecting.

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Break Through with The Sales Email Noise

Use these 4 sales email strategies to break through the noise👇

#1 Focus on relevance

The effectiveness of an email campaign is fundamentally linked to its relevance.

Even within a single account, you need to have multi-layers of messaging to different people at the company. Florin calls this “above vs. below the line messaging.” By initially targeting less senior staff or individual contributors ('below the line') to collect insights, you can subsequently use these insights to craft tailored outreach efforts for executives ('above the line'). Identifying pain points and understanding company priorities through this method significantly enhances message relevance.

Personalization is a powerful tool to increase relevance.

Yet, relevance isn't solely dependent on personalization; messages can still be pertinent without being personalized.

Jordan Crawford (Founder of Blueprint) advises that there are many things that AI can programmatically do today to research and look for news and other relevant information. It can structure it in the same way every time so you can use it for your messaging or campaigns. ChatGPT has a browser built in, so you can have it do market research and other research related tasks for you.

The result is that these insights can be plugged into your messaging so that it looks personalized and 1:1 when in fact it's not.

#2 Ensure data accuracy

If prospect data isn’t accurate, achieving relevance becomes significantly more difficult. Accurate data is the foundation of relevancy.

The accuracy of prospect data is the first point in this article: Two BIG Reasons Your Prospecting Isn’t Working. If your team has invested time in a stellar marketing campaign, it can be disheartening for those messages to get flagged as spam or end up in dormant and nonexistent inboxes. There are also constant regulatory shifts, such as Gmail’s new spam laws (breakdown of what you need to know in the linked article above).

Data quality directly influences deliverability. You can also check how various email service providers compare for deliverability.

#3 Track signals

Signals are everywhere, across multiple platforms and stages. Sales team members should capable of understanding at least a few key signals and knowing which subsequent actions based on those signals will have the greatest impact.

Sales teams in companies with a focus on product-led growth are rapidly adopting this approach.

This live event on March 8th will break down how to build and execute a signal-based sales system.

#4 Multitouch, double down on other channels

The current reality is that outreach needs to be multitouch. Dave Wilkins (Founder of SDR Nation of EMEA) points out that with declining email open rates, relying solely on emails as the source of meetings is ineffective. Instead, a narrative should be developed through a multitouch sequence. Florin recommends incorporating both phone calls and LinkedIn into this strategy.

Double down on other channels. Email is most effective when it's part of a broader, integrated approach rather than isolated efforts.

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🍿 Upcoming digital live event:

How to Build and Execute a Signal-Based Sales System - March 8th at 10am PST / 1pm EST.

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👀 More for your eyeballs:

Notable News:

• Salesloft acquired Drift. In Salesloft’s press release, they expressed that “by combining the leading buyer engagement platform with the leading  revenue workflow platform, we are creating the first AI-Powered Revenue Orchestration Platform that serves the entire buyer journey.”

• OpenAI unveiled Sora, a generative AI model that creates video from text. The output seems impressive.

• Mark Zuckerberg put out a video review of the Apple Vision Pro. Anthony Kennada (Founder & CEO of AudiencePlus) highlights how his response was a masterclass in product-oriented content in this post.

Superbowl was quite the game. For marketers, the ads were even better though. Some of the top ads as voted from marketers in the GTMfund community:

• Duolingo’s Debut.

• Uber Eats ft. Jennifer Aniston, David Schwimmer, Usher, and others.

• CeraVe ft. Michael Cera.

• Verizon ft. Beyoncé.

• BMW ft. Usher.

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👂 More for your eardrums:

Alexa Grabell is the Co-Founder and CEO of Pocus. Pocus is mission control for your pipeline. Pocus brings together product usage and other intent signals (customer, community, marketing data) to surface top leads, enabling reps to act fast. Alexa’s passion for democratizing data for go-to-market teams began when she led sales strategy & operations at Dataminr, where she built internal solutions to power sales teams with data.

In this episode, you’ll get insight on the next era of go-to-market, using signals in sales, and founder challenges and perspectives.

Listen on Spotify or find it anywhere you get your podcasts by searching “The GTM Podcast.”

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🚀 Start-ups to watch: 

Document Crunch: Announced their $9M Series A round. Document Crunch is the construction industry’s leading contract intelligence platform. Read about their funding round.

Companies highlighted on Pavilion’s 50 CEOs to Watch list: Vanta (Christine Cacioppo), Catalyst (Edward Chiue), Pocus (Alexa Grabell), Writer (May Habib), CloseFactor (Leena Joshi), Crossbeam (Bob Moore), Esper (Maleka Momand), Mutiny (Jaleh Resaei), Atlan (Prukalpa Sankar), TestBox (Sam Senior).

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🔥 Hottest GTM jobs of the week:

1. Business Development Representative at CloseFactor (US - Remote)

2. Associate Customer Success Manager at Vividly (Remote)

3. ABM & Field Marketing Manager at Vanta (Remote)

4. Customer Experience Specialist at Magical (Remote)

5. Account Manager at Gorgias (Toronto, Canada)

See more top GTM jobs on the GTMfund Job Board.

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That’s it, that’s all. 

The number of working days in a year varies geographically due to differences in holidays.

If we take 251 as the number for working days this year, we have 229 working days remaining.

There is magic in understanding the value of every day and every minute.

Have a great weekend ahead!

Barker ✌️

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