{"id":2127,"date":"2016-11-21T05:00:23","date_gmt":"2016-11-21T13:00:23","guid":{"rendered":"http:\/\/salesfolk.com\/blog\/?p=2127"},"modified":"2016-11-22T09:46:26","modified_gmt":"2016-11-22T17:46:26","slug":"adobe-add-value-sales-emails","status":"publish","type":"post","link":"https:\/\/salesfolk.com\/blog\/adobe-add-value-sales-emails\/","title":{"rendered":"How Adobe Could Add More Value to Their Sales Emails"},"content":{"rendered":"

There\u2019s no doubt that Adobe is known for their powerful suite of creative tools, but unfortunately, when it comes to their cold email technique, they simply don\u2019t know how to demonstrate value to prospects.<\/span><\/p>\n

This Adobe email was nominated by our readers to be on our Hall of Shame. It immediately caught my eye because it has zero personalization, and strangely formatted logos, letting the reader automatically know it\u2019s a mass email. <\/span><\/p>\n

Here\u2019s the email below:<\/span><\/p>\n

\"why<\/p>\n

From the start, the sender comes off sounding too self-focused when she brags about showcasing Adobe\u2019s product at Dreamforce.<\/span><\/p>\n

When I read this email as a recipient, I think:<\/span><\/p>\n

\u201cHow is Adobe Sign at Dreamforce relevant or beneficial to me? What pain point does Adobe Sign solve for my business? My company wasn\u2019t mentioned once. It\u2019s clearly a mass email…LAME. \u00a0I\u2019m not sure why I should even check out Adobe Sign\u2019s booth this year.\u201d<\/span><\/i><\/p>\n

There\u2019s not a single benefit of what Adobe Sign can do for the recipient\u2019s business in this email. Simply put, there\u2019s no clear incentive for the recipient to email the sender back.<\/span><\/p>\n

Did the sender send\u00a0previous emails\u00a0that explain the benefits of using Adobe Sign? Or did they make no attempt to communicate any of their benefits to their recipient?<\/span><\/p>\n

Also, what if the recipient isn\u2019t planning on going to Dreamforce at all? Then, the recipient likely wouldn\u2019t respond back.<\/span><\/p>\n

I noticed there is a link on the email, but what if the recipient doesn\u2019t feel compelled to click on the link? The chances of getting someone to open your email and then have them click on a link are a lot lower than just having them read the email and decide to hit reply.<\/span><\/p>\n

\"screen-shot-2016-11-03-at-1-58-46-am\"<\/a><\/p>\n

How to Fix This Bad Cold Email: <\/b><\/p>\n

Instead of using events to talk about how you will showcase Adobe Sign, approach it from an educational angle and include a pain point you can help solve.<\/span><\/p>\n

I didn\u2019t help Adobe write these emails, and so I have no idea who they were trying to target or what benefits they might focus on, but here\u2019s an example on how I would rewrite this email:<\/span><\/p>\n

(note, the stats below are entirely fictional)<\/span><\/i><\/p>\n

Subject: {!First}, tea at Samovar?<\/span><\/i><\/p>\n

Hi {!First},<\/span><\/i><\/p>\n

Are you planning to attend Dreamforce in SF on October 4-7?<\/span><\/i><\/p>\n

If so, would you like to have a cup of Moroccan mint tea at Samovar Tea Lounge on me?<\/span><\/i><\/p>\n

We attend events like Dreamforce to show organizations like {!Company} how to use e-signatures to close 32% more business in half the time, while also gaining more visibility into where deals might otherwise fall through.<\/span><\/i><\/p>\n

If you\u2019re planning to come, I\u2019d love to meet up and buy you a delicious beverage, and learn more about how we might be able to help {!Company}.<\/span><\/i><\/p>\n

How does that sound?<\/span><\/i><\/p>\n

Thanks,<\/span><\/i><\/p>\n

[Name]<\/span><\/i><\/p>\n

P.S. Even if you aren\u2019t going to Dreamforce, I\u2019d be happy to talk with you for a few minutes about how to use e-signatures to accelerate {!Company}\u2019s sales process.<\/span><\/i><\/p>\n

In the rewrite, I\u2019ve addressed these concerns:<\/span><\/p>\n