Have you ever tried to do a cold email campaign? If you have, I can already guess how you probably felt about it:
- Disappointed?
- Rejected?
- Frustrated?
It really does not have to be that way.
To make cold email work, you need to learn the BASHO method which harnesses the power of Haiku!
Table of Contents
WTF Is A Basho Email?
I really wanted to curse but that will have to do!
Basho email, also known as the Basho sequence, is a strategic approach to cold email outreach that emphasizes personalization and relevance. The term “Basho” is derived from the Japanese haiku poet Matsuo Basho, known for his ability to convey profound meaning in a concise and evocative manner.
The Basho email sequence typically consists of a series of three short and personalized emails sent to engage and capture the attention of the recipient. Each email builds upon the previous one, gradually creating a connection and compelling the recipient to respond or take the desired action.
The name “Basho” was given to this email sequence to highlight its similarity to the concise and impactful nature of haiku poetry. Just as a haiku poem conveys deep meaning in a few lines, the Basho email aims to convey a compelling message in a concise format, increasing the likelihood of a positive response from the recipient.
Proof That It Works
I have tested this as thoroughly as I could. I started with a small number of emails (50 emails) and noticed that I was getting better results. Feeling encouraged, I expanded the experiment to 500 emails (250 Basho Style, 250 Regular Cold Emails).
Here are my results from this small experiment.
| BASHO Email Campaign | Regular Cold Email Campaign | |
| Open Rate | 55% | 20% |
| Reply Rate | 25% | 5% |
| Click Rate | 15% | 2% |
I was utterly shocked.
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Increased Open and Response Rates: By implementing BASHO emails, I experienced a significant improvement in open and response rates compared to the previous cold email campaign. The personalized subject lines captured the attention of the prospects, resulting in a 35% increase in open rates. The tailored messaging and demonstrated understanding of the prospect’s pain points led to a 20% increase in reply rates, indicating genuine interest. This increase in replies was huge in significance.
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Enhanced Engagement and Relationship Building: The personalized nature of BASHO emails seemed to create a deeper connection with the prospects. By addressing the prospect’s pain points directly and showcasing my expertise in solving those challenges, I positioned myself as a valuable resource. This led to more meaningful conversations, better rapport, and increased trust-building opportunities with prospects. As a result, I personally witnessed a huge increase in engagement with the prospects.
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Higher Conversion Rates: The improved response rates resulting from BASHO emails translated into a higher conversion rate for meetings booked. The meetings booked as a direct outcome of BASHO emails seemed to be more productive and had a higher likelihood of progressing through the sales pipeline. The personalized approach demonstrated a genuine commitment to addressing the prospect’s needs, increasing the chances of closing deals successfully. After 2 months I realized a 30% increase in conversion rates from BASHO email-generated meetings.
How To Do A BASHO Campaign (Step By Step)
The step-by-step process of crafting effective BASHO emails that can revolutionize your cold outreach strategy:
Start with Research
The foundation of a successful BASHO email lies in thorough research. Take the time to understand your prospect’s needs, pain points, and background. Dive into their company’s priorities and align your messaging accordingly. Platforms like LinkedIn offer valuable insights into their professional interests and engagements, giving you the opportunity to personalize your outreach and create a lasting impression.
Make Sure the Subject Line Grabs Their Attention
The subject line is your first chance to capture your prospect’s interest. Personalize it by including their name or referencing a shared interest or connection. To stand out from the countless emails flooding their inbox, address their pain points directly or pose a compelling question that sparks curiosity. Experiment with different subject line variations and choose the most captivating one to maximize your open rates.
Subject: [Prospect's Name], [Mutual Connection] Suggested We Connect
Hook Them with Your Opening Line
Your opening line should pack a punch and immediately engage the reader. Cut to the chase and highlight the most intriguing aspect of your message. Demonstrate that you’ve done your homework by mentioning recent achievements or insightful social media posts. Genuine flattery, when used tactfully, can go a long way in establishing rapport and showing your prospect that you value their expertise.
Hi [Prospect’s Name],
I couldn’t help but be inspired by your recent achievements at [Company Name]. Your [specific accomplishment] is truly remarkable. I believe our collaboration could bring even greater success. Let’s connect and explore the possibilities. Are you available for a quick call this week?
Best regards, [Your Name]
Address the Prospect’s Pain Points
Keep the body of your email concise and focused. Your prospect already knows their pain points; your goal is to showcase your understanding and empathy. Clearly articulate how your product or service can alleviate their challenges. Avoid lengthy explanations and opt for a succinct, solution-oriented approach that leaves a strong impression and encourages further engagement.
I understand the challenges you face with [specific pain point]. Our [product/service] is designed to alleviate those exact pain points. With [unique feature/benefit], we can help you overcome these challenges and achieve [desired outcome]. Let's discuss how we can bring relief to your business. Can we schedule a quick call?
Mention a Mutual Connection
Finding a mutual connection can humanize your outreach and establish a sense of trust. Whether it’s a shared acquaintance, common interest, or relevant experience, leverage this connection to build rapport. For example, if you both share a passion for hiking, you could mention your favorite trails or ask about their recent outdoor adventures. Remember to keep this section brief and focused to maintain the email’s overall flow.
I hope this email finds you well. I recently discovered that we have a mutual connection in [Shared Contact Name]. They spoke highly of both your expertise and their experience working with you. As someone who values trusted relationships, I believe our connection can open up opportunities for collaboration and success. Let's connect and explore how we can leverage our shared network to achieve great things together.
Keep it Short
Respect your prospect’s valuable time by delivering a concise message. BASHO emails aim for brevity while conveying essential information. Ideally, limit your email to 4 or 5 sentences that concisely articulate your value proposition. Save detailed information and further explanations for subsequent interactions. By keeping it short, you increase the chances of your message being read and acted upon.
End with a Call-to-Action
A well-crafted BASHO email should conclude with a clear and compelling call-to-action. Guide your prospect towards the desired next step, whether it’s replying to the email, scheduling a call, or exploring a demo. Align the call-to-action with your sales funnel and their information-gathering process to ensure a seamless transition. By providing a specific request, you increase the likelihood of receiving a positive response.
Examples
- “Click here to schedule a 15-minute demo and see how our product can solve your pain points.”
- “Reply to this email with your preferred time and date for a consultation call.”
- “Visit our website to explore case studies and success stories from clients who have achieved remarkable results with our solution.”
Automate Follow-ups
Persistence is key in cold outreach. Automate follow-up emails to maintain momentum and increase response rates. Utilize tools like GetOffTheDamnPhone to schedule and personalize your follow-ups. Keep in mind that it may take multiple follow-ups before receiving a reply, so be patient and maintain a consistent approach.
Here is how to use an automated follow-up sequence with GetOffTheDamnPhone.
To send email follow-ups, follow these simple steps:
- Inside the “Emails to Send” section, choose the type of email you want to send, such as a welcome email or a thank you email.
- Select the content of your email from the drop-down box.
- Set the desired delay for each email.
- You can continue adding follow-up emails by selecting the “Add a New Follow-up Email” option. This allows you to create a sequence of emails, such as Email 1, Email 2, Email 3, and so on.
Conclusion
Mastering the art of BASHO emails can transform your cold outreach strategy and yield remarkable results. By investing time and effort into personalized research and crafting, you can break through the noise and connect with your prospects on a deeper level. BASHO emails are particularly effective for high-value accounts and competitive sales pursuits. Remember, this technique can be adapted beyond sales, making it a versatile tool to improve your success rate in various outreach scenarios. Embrace the power of BASHO emails and unlock a world of opportunities for meaningful connections and business growth.
