How this top SDR achieves a 25% reply rate with C-Level execs
(Top SDR strategy)
Read time: 2 min
A couple of months back, I had a fascinating chat with Yann Merlaud, a Strategic BDR at Celonis, on the SDR Game podcast.
Now, what blew me away was this: Yann achieves a 25%+ reply rate from C-level execs via cold email with businesses raking in more than 10 BILLION in revenue.
Want to hear the entire convo?
Catch it on YouTube, Spotify, Apple Podcasts, or whichever podcast platform you love.
So, how does Yann work his magic to get a 25% reply rate from the C-suite with cold emails?
Let me show you:
How this top SDR achieves a 25% reply rate with C-Level execs
Before Yann even starts tapping the keyboard, he's got his detective hat on:
First, he's out there scouting for the latest initiatives or triggers that Celonis can assist with.
Next, he figures out who's heading up these initiatives at his target account.
Then he looks for a customer who is a competitor of this account
Then he starts writing the email.
Here's Yann's email framework that results in a 25% reply rate:
Make an Observation: Drop in the trigger or initiative he found.
Highlight a Problem: that's tied up with the observation.
Show how Celonis has helped a competitor leap over the same hurdle—with relevant metrics.
CTA (Call To Action) that offers a first call with a Celonis exec.
An example?
Sure thing.
Yann shared one with me where he got a response in under an hour:
Let’s see why his email works
Here are 4 reasons why this email works:
A single-word subject line that piques curiosity around the initiative.
An initiative that's timely and relevant—Yann got on it just three days after it went public.
A competior in the mix to stoke that competitive spirit—we all want to know what our competition's up to, right?
A CTA (Call To Action) that's an offer to connect with an executive, instead of a 27-year-old SDR.
Okay, now that I've spilled all Yann's secrets, how about giving his framework a shot? And then hit me back with how it went. I'm all ears!
So, what's your take on this framework? I'd love to hear your thoughts!
That's all for this Sunday.
Quick Reminder: If you like my emails please do “add to address book” or reply.
See you next week.
Happy prospecting ✌️
Elric
As soon as you're ready, I can help you in 2 different ways:
Check the previous SDR Game newsletter I sent, here's the link.
Check my podcast, where I interview top-performing SDRs, you can watch the episodes on Spotify, and YouTube.