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Sending effective emails


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Sending effective emails

  2. 2. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comToday’s Objectives● Understand the VALUE of Email Introductions● Open and Click-thru rates● Improving Email Open and Click-Thru Rates● Subject Line and the First 10 words● Formatting Your Email● Solution, Subject, Message, Call-2-Action, Signature● Follow On● Message evolution 1st, 2nd and 3rd contact
  3. 3. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comEmail is Effective 1st Contact Tool● Email is still one of the most effective ways toreach new customers● Email as a first outreach will improve yourresponse rate
  5. 5. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comThe Value of Targeting Your AudienceMy Generic MessageMy CFO MessageMy 25-35, CIO MessageMy Retail Message? ? ?Higher percentage penetration and conversion?????
  6. 6. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comEffective Email Messaging● The Email Subject is YOUR KEY● Keeps you away from SPAM filters● Stands out in a sea of other email● THE SUBJECT IS THE PRIMARY REASONPEOPLE OPEN EMAIL!● Go to your inbox right now● Look at the subject of an opened and unopened email● What is the major difference between the two?● The opened email subject line is RELEVANT to you● Short and to the point; never ambiguous or sketchy
  7. 7. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comEmail Formatting – Your Subject● Writing Your Subject● Think of this as the TITLE to your story● Make it short and EASY to remember● Lead with your Solution● Example: Application Integration● Keep your Target in mind● CEO - Connect People to Process● CFO – Reduce Delay Related Expense● CIO – Improve Your Business Efficiency
  8. 8. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comEmail Formatting – Your Message● Start by making your point● Separate out your main point in its own paragraph● Mr. Jones, Thought leaders agree that application integration increasesoperational efficiency. [10 words or less]● Tell them why you are reaching out● Separate paragraph● My name is Jim and I came across your company’s name whileresearching…[keep it short: 2-3 sentences]● Next, provide reference material● Again, in its own paragraph with hypertext links● New York Times, CNET and the WSJ research validate the connectionbetween operational efficiency and app integration. [try to keep thisto 3 bullets]
  9. 9. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comEmail Formatting – Your Closing & Signature● End with a Call-2-Action● Firm and professional [and a separate paragraph]● I invite you take a few days to review the material and I willreach out to you on Wednesday of next week to discuss further.[always end with a future event]● SignatureJim Sevier, CEOConvergence Readiness, Inc. www.cnvrg.com949-929-1642
  10. 10. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comStart with an Extraordinary Subject● More Art than Science so here are some guidelinesto follow:● Keep it short – 40 to 50 characters in length● Use a Thesaurus – There are better [more effective]words● Write to your Target – people in different positions usedifferent [distinctive] words● CEO [Profitable], CFO [Lucrative], CIO [Useful], Sales [MarginRich]● Write with Confidence {and in Times New Roman}● Most books are written in TNR (familiar)● Speak in an active voice● Stay away from “passive” and “SPAM” words
  11. 11. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comLead Messaging● Every Industry speaks its own language…so should yourmessage.● Locating specific targets and then using targeted messagingwill increase the likelihood of making a lasting connection● Industry Goals / Obstacles● Retail – Grow brand recognition / Distribution & compliance● Healthcare – Improve care / Record management & compliance● Banking – Upsell services / Business agility & compliance● Legal – Increase representation / Manage time & compliance● Lower Ed – Improve learning / Parental inclusion & safety● Higher Ed – Increase enrollment / Remote education & safety● S/L Gov – Econ Develop’t. / Process complexity & bureaucracy● Manufact’g – Reduce cost / Process complexity & safety
  12. 12. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comThe First 10 Words (After the Subject)● Many people have an email “preview” screen upin there inbox● Useful when you want to “browse” through manyemails without actually having to open themMost peoplestop readinghere:
  13. 13. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comHow to Write in 10 words● Step 1: Write it out in as many words as you think ittakes:● Mr. Jones, Application integration is recognized by manyindustry analysts as THE strategy to improve operationalefficiency● Step 2: Delete and collapse words● Mr. Jones, Industry analysts agree; App Integrationimproves operational efficiency● Step 3: Break out the Thesaurus (and font variables)● Mr. Jones, Thought leaders agree that ApplicationIntegration increases operational efficiency.
  14. 14. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comHow to Write in 10 words● Step 4: Check your Target● Is the body of the message written in the language spoken bymy target?● CEO – No. Too many technology terms● Try: Mr. Jones, Make you business more efficient by connecting people toprocesses● CFO – No. Not enough financial terms● Try: Mr. Jones, Reduce the expense commonly associated with missed ordelayed communications.● CIO – Yes. Strategic, visionary and RELEVANT● Mr. Jones, Thought leaders agree that Application Integration increasesoperational efficiency.● Step 5: Have someone else READ IT● Two sets of eyes are always better than one
  15. 15. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comEmail Formatting – Your Solution● Choosing Your Solution● Your email has to be about something● Too general and overly specific are both bad● Never talk about the product or solution features● More about how it can EFFECT their business in a positive way● Remember, you are TELLING A STORY● Don’t give away the ending too soon● You must first CAPTURE their attention● Give them 3rd party references● 2 or 3 Links to reputable web-based articles, blogs, etc.● Wall Street Journal, NYTimes,, etc.
  16. 16. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comEmail Formatting – Follow On● Your First Email should answer:● “Why am I reaching out?”● Answer: “To inform, enlighten and engage.”● Make your scheduled call as promised● No response? Go to next step● Second Email should answer:● “Why should we connect?”● Answer: “The content I have is valuable.”● Make your next scheduled call● Still no response? Go to final step● Third Email should answer:● “Why am I continuing to reach out?”● Answer: “Eventually, there will be information that will help you.”
  17. 17. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comSample 1st Email FormattingSubject: Overcoming Mobile Device Security ChallengesMr. Langstrom, Mobile device security is a proven significant financial industry challenge.My name is Jim and while doing research on this topic I identified your company as a financial firmsupporting the greater Greenville, SC area. Upon deeper research through LinkedIn I was able to locateyou as the person who would have a key interest in this topic.However, before I begin reaching out to you directly, I want to offer to you the following thoughtprovoking links from well-known and respected sources on the subject of mobile device security.•• New York Times Tech• Smartbrief.comI understand that your time is valuable but I hope you accept this invitation to begin exchanginginformation about our firms. I invite you to visit us at Convergence Readiness, Inc. where you canbecome familiar with the UNIQUE SERVICES we offer our clients in this particular field.If you are not interested in being contacted further simply reply to this message with the subject “NoInterest” and I will remove your name from my research. However, if you are amenable, I invite youtake a few days to review this material and I will reach out to you on Wednesday of next week todiscuss further.Jim Sevier, CEO | | 949-929-1642The StoryThe PointThe WhyThe OfferThe FutureThe Call-2-Action
  18. 18. CONVERGENCE READINESS, INC.EXTRAORDINARYINSIGHTcnvrg.comNext Steps● Define your target audience● Industry and level (Ex: Retail CFO, MFG CIO, etc.)● Write your email introductions● One for each level within the target company● Remember to verify email addresses● If invalid you will be shut out● Send emails and check open rate● MailChimp or some other email marketing solution● If low percentage open rate● Edit your subject and opening sentence