Batch and blast. Spray and pray prey. Unsupervised and left to run rampant, SDRs across the land are pumping out self-made sales content en masse. It’s sacrilege to our fragile ABM (account-based marketing) sensibilities.

On the surface, they look harmless. Annoying at worst. But it’s an issue – one that carries weight. These days 70%-80% of your market value comes from intangibles like brand equity. And let’s be honest, these emails? They’re doing your brand no favours.

If you read our regular newsletter (#norocketships), you’ll know our stance on this issue. It. Must. Change.  Can you feel the impending rant? Us too. So we checked our egos and did our due diligence. This article will attempt to get to the bottom of this mystery by answering three key questions;

1. Why does it happen?
2. Why is it an issue?
3. How might you improve it?

And to keep things light and peppy, you’ll see a smattering of some of our favourite nuggets from SDRs on this subject throughout. But first, let’s define ‘annoying-at-scale’ emails.

What Makes A Bad Sales Email?

Not all sales emails are created equal. Research shows that only 8.5% of cold emails receive a response (and those are the good ones). That’s unsurprising – the majority of emails you’ll see around this topic are barely personalised, low-effort attempts. Here’s an example:

It’s peppered with painful clichés, delivers very little value and includes almost zero personalisation (it’s 2023 – can you truly call ‘Company Name’ personalisation?).

Sadly, this example is one of the better ones. Or at least, more polite. Because while they often start benign, emails such as these frequently descend from a pleasant “I hope you don’t mind me reaching out,” into the deepest depths of passive aggressiveness. Something a little like this:

• “Hi, Buyingtime, I hope I’m catching you in a better mood…”
• “Hi, Buyingtime, this is my third attempt to help you…”
• “Hi, Buyingtime, I’m assuming you aren’t interested in growing your business since I haven’t heard back from you…”

Core memory unlocked; anyone else feel like they’re being scolded by your disappointed mum? This tone didn’t make us clean our rooms – it’s unlikely to make prospects buy a product or agree to a meeting.

In addition to pushy passive aggressiveness and poor personalisation, the worst sales emails often include the following:

• Asking for a meeting in the first email
• Assuming you can help them (without ever asking)
• Soft and sneaky opt-in CTAs (“does this interest you?”)

All these serve to do is put the sales rep at the centre of the conversation and piss off the recipient, which isn’t prospecting; that’s pressuring people into meetings. And it's annoying. At scale.

Ask any truly successful Sales Director – or any business which truly gets account-based marketing – and they’ll tell you the same thing; your sole intention should be to find people who might actually need what you have to offer.

Why Do Bad Sales Email Cadences Keep Getting Created?

“Who writes our sales emails? Me. I don’t trust anybody,” from thesecretsauce, self-titled ‘da best SDR’.

Rooting out the reasons behind why such poor email cadences are created was a bigger task than anticipated. We started by asking questions. What’s the cause? What’s the rationale? And is there someone to blame?

We knew it would be tough. That it would require dogmatic digging. We did not anticipate the roads our zealous pursuit of answers would take us down.

We spent hours on Reddit and LinkedIn, and even signed up for sites like Bravado (our favourite, by far) in the noble pursuit of answers straight from the SDR’s mouth. Those hours have borne some very juicy fruit. Deep in the bowels of egotistical message forums, we’ve found the root of our problem.

The Sales/Marketing Divide (Hello Darkness, My Old Friend)

It would appear the ever-evolving relationship between Sales and Marketing has begun to unravel. We’ve all witnessed the historical dance between he two. Traditionally, B2B companies leaned heavily on sales-driven approaches. But as marketing gained prominence, it adopted sales methodologies in the hopes of bridging the gap. Theoretically, uniting the two functions made sense. In reality? A widening rift and escalating tensions.

Why? Because we're still navigating a scenario where sales development reps (SDRs) feel the need to craft content. The reason? A foundational lack of trust in Marketing's ability to truly 'get' their prospects. This sentiment is echoed across online forums, with one user stating:

“I would never work anywhere that didn't let me have control over what I write/say to prospects. I'm not a script reading/sending monkey and contrary to popular belief, sales knows how to sell - not marketing, customer service, or an executive who hasn't pitched in 34 years.” – funcoupons.

On the flip side, the frustrations of the marketing community are palpable. They can be catty, too. A comment on r/marketing humorously sums it up:

“Marketing. And then the sales team always just ruins it until it’s no longer comprehendible. Like, I know you’re 71 and have been in sales longer than I’ve been alive. But can you at least send complete sentences? “Like to discuss helping your business. Available this week. Monday or Wednesday. Thank you.” Always in bold font too. Always.” – dktaylor32.

The heart of the issue? Communication or, more accurately, the lack thereof.

“I've also noticed that when sales and marketing are siloed, reps rarely use marketing's content and on the flip side, marketing rarely seeks or implements feedback from reps. Similarly, I've worked for companies that had real engines and others that were just twiddling their thumbs,” unknown.

Sales and Marketing Don’t Truly Collaborate on Content. Instead of harnessing collective knowledge, they work in separate bubbles.

Sales Doubts Marketing’s Grasp of Prospects. This age-old assertion has roots that stretch back to times when the first sales pitches were made.

If both teams aligned, especially when following account-based marketing protocols, the unified front would be undeniable. A salesperson’s intimate understanding of their customer's needs would complement the marketer's strategic content, creating a powerhouse of truly effective outreach.

Breaking down these barriers isn’t just advisable – it’s essential. For as long as these disconnects persist, poor sales email cadences will remain the unfortunate norm. The challenge, then, isn't to determine where the problem lies, but how we move forward, bridging this historical divide.

The Underlying Problem with Ineffective Sales Emails

In our digital age, we're drowning in a sea of emails. These emails may seem a mere drop in the ocean. But here's the truth: every email carries weight and repercussions. Especially when it's the all-too-common 'annoying-at-scale' kind of email. Here's why they're not just annoying, but detrimental.

Lost Deals: The Consequence of Overwhelming Prospects

Imagine being bombarded with relentless pitches, buried under vague promises of how much you "need" a product or how someone "can help." This mass messaging doesn’t clarify; it confuses.

And it’s bloody annoying.

Customers who are overwhelmed with information are 54% less likely than others to make a purchase. Now, pair that with conflicting messages - ones that convey care, yet are tinged with exasperation over a non-response. Such customers are 66% less likely to buy. When these issues compound, the results are even more devastating.

The Accidental Assault on Brand Image

No SDR crafts an email intending it to be a full-frontal assault. But between the lines of many sales emails, you sense mounting frustration, the pressure of targets, and an evident void in email marketing expertise.

In fact, a recent Forrester study found that a measly 32% of B2B marketers use any form of segmentation in their email campaigns (and just 12% use behaviour or demographic data).

This means the vast majority are essentially broadcasting the same message to their entire list, without consideration for the unique needs and stages of each recipient. And when such a scattergun approach doesn't yield results? The follow-up emails often inadvertently exude that underlying frustration.

As soon as someone decides to post a negative review about you, the dominoes start falling; 87% of consumers report will read reviews about your brand when researching if you’re worth doing business with. The impact of this? A loss of up to 70% of prospective customers.

A Fresh Take on Email Marketing: Moving Beyond Cold Approaches

Cold outreach emails are just one tool in an arsenal of marketing and sales. Normally when they’re used and abused, as in the cases outlined above, it’s because there is a lack of understanding of how to employ alternatives…or that alternatives exist.

In an era overflowing with digital distractions, achieving a lasting impact requires strategies that underscore genuine value and authenticity.

Content First – A Magnet, Not a Hammer

Consider email not as a channel to chase prospects but as a medium to share invaluable content. By consistently sharing pieces that directly address the pain points and challenges your audience faces, your brand becomes more than a seller—it turns into a trusted guide.

Key takeaway: Rather than pushing a product, focus on crafting content that educates, resonates, and offers tangible solutions. When your message is anchored in value, engagement follows.

Example: Say you specialise in cybersecurity, instead of sending emails promoting your latest software, share an insightful article about the top security threats businesses face today and how they can mitigate them.

Here’s a (very basic) sample plan:

Stage 1: Conduct a survey/chat to your customers and listen to your network to understand current cybersecurity challenges in various industries. Leverage every touchpoint you can.

Stage 2: Create a comprehensive guide or e-book based on findings.

Stage 3: Develop a series of email newsletters to distribute this guide, breaking down the content into digestible pieces.

Stage 4: Track open rates and click-through rates to gauge engagement and refine content strategy based on feedback.

Educate, Don’t Sell

Imagine receiving an email that doesn’t push a product, but rather sheds light on an industry issue. Offers a little help or advice. By shifting the primary aim from selling to educating in the initial conversations, you establish s foundation for lasting relationships. This isn't merely an introduction; it's an assertion of your brand as an industry beacon.

Bit profound, that, but you get the point.

Key takeaway: Eschew the immediate sale in favour of offering knowledge. Once prospects see the depth of your expertise, meaningful conversations will happen organically

Example: Instead of directly pushing your new omnichannel platform, share an email delving into recent industry trends highlighting the importance and benefits of integrated shopping experiences.

Here’s a (very basic) sample plan:

Stage 1: Collaborate with an eCommerce strategist or technology expert to get insights on current omnichannel best practices (bonus points if this is someone you know your audience seek advice from already).

Stage 2: Design an interactive demo or video illustrating the seamless customer journey through omnichannel retail.

Stage 3: Craft an email campaign emphasising this educational content, providing subscribers with case studies or success stories.

Stage 4: Measure engagement metrics and contemplate organising a webinar or Q&A session gauging interest and addressing queries on omnichannel solutions.

ABM (Account-based Marketing) Approach

You knew it would come to this. Account-based Marketing focuses on targeting specific accounts with personalised campaigns. It can replace batch and blast emails, ensuring communications are tailor-made for the recipient.

The batch-and-blast approach might seem like covering ground, but in reality, it's often scatter-shot and impersonal. Enter ABM: a strategy that emphasises depth. Account-Based Marketing (ABM) is a proven approach to growth. It’s not about reaching many; it's about reaching the right ones. It champions creating customised messages for select high-value accounts, dramatically increasing the chances of genuine engagement. The strength of ABM lies in its ability to cultivate substantial connections, ensuring each interaction is both pertinent and prized.

Key takeaway: In the realm of email marketing, a focused approach through ABM outshines sheer volume. By zeroing in on select accounts with personalised content, the message not only resonates but deeply connects.

Example: If you're a software-as-a-service (SaaS) provider catering to the eCommerce industry, scrap your generic promotional emails. instead, develop personalised communication for different eCommerce businesses - from startups and niche stores to established giants - focusing on the unique challenges each type faces.

Here’s a (very basic) sample plan:

Stage 1: Segment your target audience into categories, e.g., eCommerce startups, niche speciality stores, and major online retailers.

Stage 2: Pinpoint the unique challenges faced by each segment, perhaps through brief surveys or market research (talk to people!).

Stage 3: Customise email content to tackle these challenges, proposing solutions tailored to each segment's specific needs.

Stage 4: Monitor engagement, collect feedback, and make adjustments for future email campaigns. With ABM, it's all about iterative refinement and hyper-personalisation. Craft unique approaches to each account, and use as many touchpoints as are appropriate (hint: not just email).

Cold Email Marketing is A Tool - Not The Tool

The unchecked reign of 'annoying-at-scale' emails needs an intervention, and the shift must start from within. Historically, the silos separating Sales and Marketing have laid the foundation for these indiscriminate email cadences. At the heart of this issue is a lack of genuine collaboration and a failure to tap into the inherent strengths of both teams.

Our digital landscape, rife with communication, amplifies the weight of every email. Sending out mass, impersonal emails isn't just a small nuisance; it threatens deals, tarnishes brand equity, and signals a disconnect from consumers' needs. Emails aren’t mere sales pitches; they’re platforms to educate, engage, and establish trust.

The future of email marketing lies in authentic, personalised communication. The onus is on businesses to eschew outdated, volume-driven strategies in favour of building genuine relationships. Depth of engagement is a must. Delivering value is everything.

And did we mention how bloody annoying those cold email chains are?

Looking for a friendly (and sympathetic) ear to unload all of your cold email marketing woes to? Get in touch with our team; they love to chinwag about this stuff. Almost as much as they love fixing it.

Make your email marketing mean something.

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