October 31, 2024

Issue #687

Imagine it’s midnight. 

Your inbox is a vast, uncharted graveyard filled with unread promotions, updates, and tag notifications...and it’s closing in. 

Sounds scary? You’re not alone! 

Just like a haunted forest, navigating an overflowing inbox can be terrifyingly overwhelming. 

Most of us have hundreds (or thousands) of unopened emails. But fear not! Just as a flashlight cuts through the darkness, a well-crafted, trust-building email can stand out in this chaos. 

Let’s turn those haunted inboxes into sales success.

PRINCIPLES

Don’t get lost in a sea of emails 

*This is going to be a personal experience — but I’ll prove a point I promise. 

Something that is really frustrating, at least for me (and the couple of people I’ve asked), is the amount of emails I receive, from product updates, tags on documents, and promotions, to newsletters, etc. 

I’ve accumulated an insane amount of emails:

I made the calculation. If I want to read all my emails (let’s say I take 10 seconds per email), considering I work 5 days a week, 8 hours per day… It will take me about 4.5 months if the only thing I do is read emails. 

NO ONE HAS THE TIME FOR THAT. 

(I know it’s my fault for not deleting them on time.) But to cut through the noise, I now look for emails from familiar senders — people or companies I recognize and trust.

Here’s the takeaway: 

In a crowded inbox, trust is the determining factor in what gets read. To stand out in your prospect’s inbox, it’s essential to build a recognizable and reliable brand presence.

TACTICS

Turn tech stack insights into impactful prospecting emails

To break through inbox clutter, make your prospecting emails highly relevant by referencing the tools and platforms your prospect already uses. 

This tailored approach shows your prospect you’re bringing solutions with real synergy — not just more noise.

Why does it work?

People trust solutions that fit seamlessly into their current systems. When you mention tools they already use, you’re skipping a step in the discovery phase and showing you did your homework — two things that foster immediate trust. 

As Rob Simmons, VP of Sales at Axios HQ, puts it, “The stuff that catches my eye is either highly personalized or mentions a tool I’m already using.” 

Turns out, your prospect probably feels the same way.

Here’s a quick step guide to craft high-impact emails:

1. Identify tech stack: Check in with your partnerships team or use tools like Crossbeam or Reveal to see which tools your prospect is using.

2. Showcase relevant value: Highlight the specific integrations or benefits your product brings to their existing tools.

3. Use real examples: Share a quick story or case study from a similar client to show tangible results.

4. Invite engagement: Wrap up with a quick call to action, inviting them to explore further or book a call.

Just make sure you include these insights in your email: 

• A brief description of your product and its value

•  Use cases for your integration or joint solution, relevant to your prospect

•  A mention of a success story or case study for a similar customer who gained value from your integration

•  A special offer, if applicable

•  A call-to-action asking if your prospect would like to learn more about your product and integration

Here’s an example of an outbound email from the sales teams at Census:

Learn how Census’s sales and partnerships teams collaborate and identify their prospects’ tech stacks to drive 34% higher annual contract values (ACVs). 

MEME OF THE DAY

What is your worst B2B SaaS nightmare?

STUFF YOU DON'T WANT TO MISS

- November 11-14 — Web Summit

70,000 people will gather in Lisbon, Portugal for one of the biggest tech conferences in the world, featuring speakers from leading companies across nearly every technology vertical. Book your ticket to join them here.

- November 20 — GTM Partners Better Together Roadshow: San Francisco
If you’re a GTM leader, join the first B2B go-to-market conference focused on unifying teams and tech. The Crossbeam team will be at the next event in San Francisco, learn more here.

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