Outbound Isn’t Dead. Terrible Outreach Email Sequences Are.

In the world of sales and marketing, outbound isn’t dead. What’s failing is the quality of outreach email sequences. Spending countless hours with sellers, I often review the email sequences they send out. Despite being marketing and sales-approved, most of these emails are littered with:

• Buzzwords
• Product jargon
• Capabilities and features
• Surface-level “buzz” problems

Here’s a typical example of the problem and value statements that sellers are using:

“With Super CRM, companies streamline and automate their manual processes to help drive more conversion on a path to digital transformation.”

This kind of language fails to resonate with buyers, and it’s a primary reason why meetings aren’t getting booked. Another significant issue is the lack of multichannel prospecting and the absence of creative techniques.

So, how can you change the messaging?

1. Lead with the Problem

Identify and articulate the problem your prospect is facing. This demonstrates that you understand their challenges and can provide a solution.

2. Avoid Buzzwords

Buzzwords are overused and often lack clear meaning. They can make your message sound insincere and generic. Stick to straightforward language that communicates value.

3. Know Your Persona and Problems

Understanding your prospect’s persona and the specific problems they face allows you to tailor your message to their needs. This makes your outreach more relevant and compelling.

4. Focus on the Pain More Than the Gain

While highlighting benefits is important, emphasizing the pain points that your product or service addresses can be more effective. Prospects are more likely to respond when they see that you understand their struggles and have a solution.

Here’s how it sounds to flip the script:

“With our platform, customer service agents no longer have to sift through a dozen apps. All relevant data is in one place, quickly resolving customer issues and reducing abandoned call rates.”

This revised message is clear, concise, and speaks directly to the prospect’s pain points, demonstrating a tangible benefit without the fluff.

By speaking your prospects’ language, you can significantly improve your engagement rates and ultimately, your success in booking meetings and closing deals.

By integrating these strategies, you can transform your outreach efforts and see real results. Outbound isn’t dead; it’s the approach that needs to change. Embrace these tips and watch your engagement soar.