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7 Email Secrets to Drive Deals Forward
Mike Haylon – Director, Sales
mhaylon@yesware.com
@mhaylon | linkedin.com/in/mikeha...
Bad sales emails
cost you money
But there’s almost no
data to support all
the assertions out
there about
“best practices”.
• You follow up (time cost)
• You forget (deal cost)
Each missed reply has costs
• 5,000 - 50,000+ emails/year
• 800 - 1,000+ hours/year in
email (plus voicemails,
setting tasks, etc.)
• Now add that up ...
Whom
What
When
How many
Recipients
Subject line
Send time
Emails to send
What we’ll cover
“Here’s the magic template to
close 10 deals this week!”
“Just use this simple trick
and get 98% replies!”
What we won’t c...
• More than 1,000 Yesware users
(anonymized and used with permission)
• 9 rapidly growing, inside sales-focused
software c...
Include multiple recipients
(but only one in the “To” line)
EMAIL SECRET #1
Open
Rate
Reply
Rate
Send to one
and copy
another
83.7% 61.2%
Send to two
recipients
70.2% 49.3%
Number of recipients
Subject line length doesn’t matter
EMAIL SECRET #2
Company A Company B
Open/reply rate by subject line length
The wrong keywords
cost you meetings
EMAIL SECRET #3
Open Rate
ReplyRate
Meeting keywords by open/reply rate
You may be sending emails
at the wrong time
EMAIL SECRET #4
Reply Same Day Rate
Reply Rate
Reply rate by send time
(Note: Send time = recipients’ time zone)
Weekdays or weekends?
If they don’t reply today, they
(probably) won’t reply at all
EMAIL SECRET #5
Days until first open/reply
You’re not following up enough
EMAIL SECRET #6
Your chance of receiving a reply
reply on THIS email is...
However, 57% of sales email
chain stopped at the first one…
Fol...
Testing templates can improve
reply rates >10x
EMAIL SECRET #7
Best practices:
1. Identify the top performing
templates.
2. Understand why they
worked well.
3. Share the good templates....
Increase call connection rate 34%
by calling when emails are opened
BONUS: CALLING SECRET
7 EMAIL SECRETS
1. Include multiple recipients (but “To” just one)
2. Subject line length doesn’t matter
3. Bad keywords c...
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7 Email Secrets to Drive Deals Forward

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7 Email Secrets to Drive Deals Forward
Michael Haylon, Director of Sales, Yesware
Sales Hacker Series - San Francisco
February 2015

Published in: Sales
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7 Email Secrets to Drive Deals Forward

  1. 1. 7 Email Secrets to Drive Deals Forward Mike Haylon – Director, Sales mhaylon@yesware.com @mhaylon | linkedin.com/in/mikehaylon
  2. 2. Bad sales emails cost you money
  3. 3. But there’s almost no data to support all the assertions out there about “best practices”.
  4. 4. • You follow up (time cost) • You forget (deal cost) Each missed reply has costs
  5. 5. • 5,000 - 50,000+ emails/year • 800 - 1,000+ hours/year in email (plus voicemails, setting tasks, etc.) • Now add that up across your entire team (or division or company…) Bad email costs compound
  6. 6. Whom What When How many Recipients Subject line Send time Emails to send What we’ll cover
  7. 7. “Here’s the magic template to close 10 deals this week!” “Just use this simple trick and get 98% replies!” What we won’t cover
  8. 8. • More than 1,000 Yesware users (anonymized and used with permission) • 9 rapidly growing, inside sales-focused software companies • Over 500,000 sales emails • Q1 2014 Here’s the data
  9. 9. Include multiple recipients (but only one in the “To” line) EMAIL SECRET #1
  10. 10. Open Rate Reply Rate Send to one and copy another 83.7% 61.2% Send to two recipients 70.2% 49.3% Number of recipients
  11. 11. Subject line length doesn’t matter EMAIL SECRET #2
  12. 12. Company A Company B Open/reply rate by subject line length
  13. 13. The wrong keywords cost you meetings EMAIL SECRET #3
  14. 14. Open Rate ReplyRate Meeting keywords by open/reply rate
  15. 15. You may be sending emails at the wrong time EMAIL SECRET #4
  16. 16. Reply Same Day Rate Reply Rate Reply rate by send time (Note: Send time = recipients’ time zone)
  17. 17. Weekdays or weekends?
  18. 18. If they don’t reply today, they (probably) won’t reply at all EMAIL SECRET #5
  19. 19. Days until first open/reply
  20. 20. You’re not following up enough EMAIL SECRET #6
  21. 21. Your chance of receiving a reply reply on THIS email is... However, 57% of sales email chain stopped at the first one… Follow up emails
  22. 22. Testing templates can improve reply rates >10x EMAIL SECRET #7
  23. 23. Best practices: 1. Identify the top performing templates. 2. Understand why they worked well. 3. Share the good templates. ReplyRate Templates Open Rate
  24. 24. Increase call connection rate 34% by calling when emails are opened BONUS: CALLING SECRET
  25. 25. 7 EMAIL SECRETS 1. Include multiple recipients (but “To” just one) 2. Subject line length doesn’t matter 3. Bad keywords cost you meetings 4. You’re sending emails at the wrong time 5. If they don’t reply today, they (probably) won’t 6. You’re not following up enough 7. Testing can improve template replies >10x * Bonus: Increase call connection rate by 34% by calling when you see an email open

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