Sending out generic emails will get you in trouble. Here’s proof from Chad Dickerson, CEO of Etsy, who was generous enough to respond to an email he received and outline his great advice for inside salespeople who are prospecting CEOs.
Here are four top quotes:
1. Annoying and self-serving: “I admire persistence, but the tone of your emails suggests that you are more focused on solving your problem (finding leads for your product) than mine.”
2. Impersonal: “Your pitch doesn’t reflect any knowledge about me personally and what I might already know from past experience.”
3. No reason to carve out time: “Simple repetition is not a strategy.”
4. No information about you: “Don’t make me work hard at trying to figure you out.”
Check out this great whitepaper written by AG Salesworks, Email Guide for Sales Prospecting Success. I especially like their subject line recommendations and email formatting. But they forgot my big recommendation – writing a P.S. at the end of each email.