Si vous souhaitez obtenir des réponses positives de la part de vos prospects et ouvrir de nouvelles opportunités commerciales, votre mail doit se démarquer et apporter de la valeur.
Mais comment rédiger des cold emails qui attirent l'attention des prospects et augmentent vos taux de réponse ?
La séquence envoyée par Pierre, responsable de la croissance @ Cinq bureaux, a obtenu un taux de réponse de plus de 23 %, avec plus de 15 réunions réservées et un taux de conversion de plus de 70 % ! 😱
Voyons comment il s'y est pris, afin que vous puissiez appliquer la technique à votre entreprise et réserver plus de réunions.
L'e-mail que Pierre a envoyé à ses 246 prospects était la 3e étape de sa séquence de mails en 7 étapes.
Objectif ?
Trouver des entreprises disposant d'espaces de bureaux inutilisés et prêtes à les monétiser en les partageant avec d'autres entreprises.
Cible ?
PDG ayant des bureaux à Paris et comptant au moins 2 employés.
Alors, comment la sensibilisation de Pierre a-t-elle obtenu un taux de réponse aussi élevé ?
Passons en revue sa structure de cold emails et rédaction ensemble :
#1 La ligne d'objet met en évidence le résultat souhaité, ce qui incite vos prospects à ouvrir et à lire votre e-mail pour trouver une solution.
#2 Si vous ne voulez pas être trop formel ou trop décontracté dans votre message d'accueil, « Bonjour » suivi du nom du prospect est toujours l'option la plus sûre.
#3 Pierre attire l'attention des prospects dès le départ en leur montrant immédiatement ce qu'il y a à gagner, sans trop de fioritures.
#4 La ligne d'introduction est hyperpersonnalisée et met en évidence les points faibles des prospects afin qu'ils puissent s'identifier dès le départ et rechercher la solution.
#5 Le problème se transforme en victoire, en partageant les avantages et en donnant aux prospects une raison de répondre.
#6 La prochaine étape est claire : il s'agit de s'assurer que les prospects savent comment obtenir la valeur de la manière qui leur convient le mieux.
#7 L'approbation est simple et neutre, garantissant que la conversation se termine sur un ton positif et motive le prospect à passer à l'action.
Taux d'ouverture : 66,67 % +
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Taux de réponse : 23,58 % +
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Réunions réservées : 15+
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Taux de conversion : 70 % et plus
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Revenus générés
80 000 dollars dans le pipeline
Cet e-mail leur a permis de rencontrer en personne en une journée un PDG de premier plan et de bénéficier d'un flux infini d'opportunités de vente qualifiées !
Le cold emailing nous a permis d'obtenir des prospects que d'autres canaux tels que Ads, SEO ou WOM n'auraient jamais pu attirer. - Pierre Harington, responsable de la croissance chez Fiveoffices
Alors, que devez-vous garder à l'esprit si vous voulez des résultats identiques ou même meilleurs que ceux de Pierre ?
P.S. Si vous souhaitez appliquer les conseils de Pierre, vous pouvez le faire avec lemlist.
Dans le cadre d'un essai gratuit de 2 semaines, vous pouvez reproduire tous les conseils en utilisant des éléments personnalisés qui feront ressortir votre audience et vous apporteront des taux de réponse de 17 à 30 % !
G2 Rating | Price | Best for | Standout feature | Con | |
---|---|---|---|---|---|
4.9 star star star star star | $30/mo $75/mo $2,999/mo | Large, distributed sales teams | AI evaluation precision, gamified KPIs | Lack of tracking system | |
4.6 star star star star star-half | Not publicly available | Sales operations and finance teams | Powerful configurability | Limited training resources and complex to navigate | |
4.4 star star star star star-half | Not publicly available | Mid-market and enterprise businesses | Comprehensive incentive management | Potentially high cost and steep learning curve | |
4.7 star star star star star-half | $15/user/mo $40/user/mo Enterprise: custom price | Complex sales structures and businesses of all sizes | Complex sales structures and businesses of all sizes | Steep learning curve | |
4.6 star star star star star-half | Not publicly available | Collaborative teams | Connected planning | Complexity and steep learning curve | |
4.6 star star star star star-half | Not publicly available | Companies with complex sales structures | Complex incentive compensation management (ICM) with high efficiency and accuracy | Complexity for smaller teams and potentially high costs | |
4.7 star star star star star-half | Not publicly available | Companies who want to automate commission calculations and payouts | Simplicity and ease of use | Lack of features like redirection | |
4.7 star star star star star-half | $30/user/mo $35/user/mo Custom: upon request | Businesses that need a comprehensive and user-friendly sales compensation management software | Ease of use and adoption | Lack of ability to configure the product based on user needs | |
4.8 star star star star star-half | Not publicly available | Companies with modern sales culture and businesses who want real-time insights | A built-in dispute management and real-time visibility | Users say it works slowly, customer support is slow | |
4.9 star star star star star | $30/user/mo $50/user/mo | Smaller sales teams | Powerful automation | Lesser user base and average user interface | |
4.7 star star star star star-half | Not publicly available | Companies with scalable needs | Automated Commission Calculations | Lack of filtering by date, no mobile app |
PRM Tool | Rating | Feature | Pro | Con | Mobile App | Integrations | Free Plan | Pricing |
---|---|---|---|---|---|---|---|---|
4.65 star star star star star-half | Org-wide alignment | User-friendly layout and database | Suboptimal as a personal CRM | square-check | Lack of tracking system | square-check | Team: $20/month Business: $45/month | |
4.7 star star star star star-half | Social Media Integration | Easy contact data collection | No marketing/sales features | square-check | Lack of tracking system | square-xmark 7-day trial | $12/month | |
4.75 star star star star star-half | Block Functions | High customization capability | Not a dedicated CRM | square-check | Limited | square-check | Plus: €7.50/month Business: €14/month | |
N/A | Open-source | Open-source flexibility | Requires extensive manual input | square-xmark | Limited | square-check Self-hosted | $9/month or $90/year | |
3.1 star star star | Simple iOS app | Ideal for non-tech-savvy users | iPhone only | square-check iOS only | Limited | square-xmark 1-month trial | $1.49/month or $14.99/month | |
3.6 star star star star-half | Smart Contact Management | Feature-rich and flexible | Reported bugs | square-check | Rich | square-xmark 7-day trial | Premium: $13.99/month Teams: $17.99/month | |
4.4 star star star star star-half | Customizable Interface | Customizable for teamwork | Pricey for personal use | square-check | Rich | square-xmark | Standard: $24/member Premium: $39/member | |
4.7 star star star star star-half | Integrated Calling | Integrated Calling | Too sales-oriented & pricey | square-check | Rich | square-xmark 14-day trial | Startup: $59/user/month Professional: $329/user/month | |
4.8 star star star star star | Business Card Scanning | Business Card Scanning | Mobile only | square-check | Limited | square-check | $9.99/month | |
4.45 star star star star star-half | 160+ app integrations | Comprehensive integrations | No free app version | square-check | Rich | square-xmark 14-day trial | $29.90/month or $24.90/month (billed annually) |
Capterra Rating | Free Trial | Free Plan | Starting Price (excluding the free plan) | Maximum Price (for the most expensive plan) | Best for | |
---|---|---|---|---|---|---|
4.5 star star star star star-half | square-check 14-day | square-check | €15/month/seat billed annually | €792/month/3 seats billed annually + €45/month for each extra seat | Versatility and free plan | |
4.2 star star star star | square-check 30-day | square-xmark But it offers reduced price to authorised nonprofit organisations | €25/user/month | €500/user/month billed annually (includes Einstein AI) | Best overall operational CRM | |
4.3 star star star star star-half | square-xmark | square-check Limited to 3 users | Comprehensive incentive management | €52/user/month billed annually | Small-medium businesses and automation | |
4.5 star star star star star-half | square-check 14-day | square-xmark | €14/seat/month billed annually | €99/seat/month billed annually | Sales teams and ease of use | |
4.1 star star star star | square-xmark | square-check Limited 10 users | $9.99/user/month billed annually | $64.99/user/month billed annually | Free plan for very small teams up to 10 |
CRM goal | Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months. | ||||
SMART Breakdown | 1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation). | 2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking. | 3. Achievable: A 10% increase is possible based on historical data and potential improvements. | 4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives. | 5. Time-bound: The 6-month timeframe creates urgency and a clear target date. |
Actions | Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation. | Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior. | Step 3: Develop targeted landing pages with clear calls to action for qualified leads. | Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up. | Step 5: Track and analyze campaign performance to identify areas for optimization. |
Outcomes | Increased sales and revenue | Improved marketing automation ROI | Marketing and sales alignment | Data-driven marketing optimization |