The last month we’ve ramping up pretty hard on getting new clients using cold emails for Experiment27, and I’m pretty proud to say that after looking at the analytics, the cold email we’ve sent has a 15% meeting book rate.
Once we’re at a meeting with a client, we’re seeing a little bit more than 50% close rate, which is insane for a business; we’re closing way too many clients and I’m going to hae to work on scaling that up.
But what that also means is that we know a little something about cold emailing, so in this post I want to a sort of guide like it says on the title.
What I’ve found is that it’s not the content of the cold email itself, that determines whether you’re going to get a meeting as much as it is the need of the person on the other end.
So by expending 6 or 7 minutes on finding each prospect and making sure they’re perfect before you send an email, you are going to be a lot more likely to get that meeting on the calendar and eventually get that sale.
So for this post specifically I want to focus on mobile app development agencies targeting Fortune 500 companies. I’ll highlight what to ask yourself when you’re doing this prospecting and make sure that everybody that you’re emailing actually has a need for a mobile app.
As an example I’m going to use American Express, because I know that they’re example of what I said. They’re a company that has a lot of different departments, several mobile apps on the market and uses agencies from time to time.
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Let’s go through the entire process.
There are 5 questions you want to ask when prospecting for a mobile app dev client specifically:
1. Do they have an app right now?
2. How is it doing?
3. Does the company work with agencies?
4. Which department runs the app?
5. Who’s the key person at the company?
To answer the first question, you can jump to itunes and see that AM has a bunch of apps, so they fit the criteria.
Now we jump to the second question, and to do that we go to the main app (Amex Mobile) and you’ll see that it has 478 reviews and 4.5 stars. The app is doing well.
Going to the next app (Serve Amex) you’ll notice it has 2.5 stars and reviews, so this one needs improvement
So American Express Serve has and app and needs improvement, matching our two first Items of criteria. Now we jum into the third question: Do they work with agencies?
I know for a fact that AM does work with agencies, but here is how you find that out.
Go to google and write American express app portfolio –inurl:americanexpress.com. That formula contains the company name and we’re trying to see if any “app” development company have them in their “portfolio” and they’re not coming from the company the website (that’s what the final line does to the search). You can do the exact same thing for any company.
Have any questions? Need help with your own agency? Feel free to contact us
In that google search, at leas two agencies have worked with AM in the past; that information is enough for me to answer the third question on the list.
Now, what department runs the app? To answer question #4 we specifically google American Express Serve, and just by opening the first result (which is a site for pre-paid debit cards), you can infer that this is a separate department, which is also the same behind the app.
Now that we know that we can go to LinkedIn, search American Express Serve and search in the page for the answer to question #5. We encountered a Tom Westerberg, Director of Technology at Serve / American Express.
You’ll want to get his email address, so if it’s not in their LinkedIn profinel you ca use a tool like Email Hunter.
Now that you have your target, give it your best shot at cold emailing!
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