I, if you haven’t heard about anchor, it’s the easiest way to make a podcast. Let me explain, it’s free, there’s creation tools that allow you to record and edit your podcast right from your phone or computer, and an coral distribute your podcast for you so it can be heard on Spotify, Apple Podcast in all the other platforms.
You can make money from your podcasts with no minimum listenership, it’s everything you need to make a podcast in one place, download the free and crap, or go to anchor FM to get started. After all that is done, make sure that whoever is following up with your email sequences and talking to your customers on the phone understands how to sell, if You Suck at Sales, email will not help you sell any better. That is something I promise you.
Welcome back and prospecting. So where each week we talk about tips, tricks and methods for drawing an amazing small business pipeline.
I’m your host, Doctor Connor Robertson. On this podcast, you can expect segments on communication, sales, the prospect, in closing, thank you to everyone who has supported my 100 episodes in 100 days goal going into 2021, enjoy the ship.
Welcome back to the prospect in a show.
Today is Episode 11, that 10 count here on my way to 100 episodes over the next 100 days, this particular episode is titled selling with email and hit do a short segment on this probably 10-15 minutes here. And the reason I thought that this would be a really good episode is a large portion of what we do as a service in our prospecting, as a service arm in our… In a digital company, which is part of our conglomerate services, is a business-to-business prospecting system, in that system consists of a few different things, there’s outreach on LinkedIn, there’s text messaging, there’s email marketing, there’s ring-less voice mean phone calls, there’s data scraping, CRM integration, a bunch of different pieces that end up happening, but the part that everybody seems to think is like the go-to is the email, so we kind of were tracked for a second year and talk about just standard one-off cold email, if you buy a list or you… Just find a list somewhere, you have a CRM and you wanna basically send a bunch of cold emails out, well, here are the stats, it to 10% of those people are gonna open, the less than 1% are gonna actually reply.
That is not gonna move the needle for anybody.
So what you have to do is figure out how do you get the eight to 10%Higher than that?
We’re averaging 40 to 60% email open rate with a 10 to 20% click-through rate, in a 1%, 2% conversion rate from all of our emails, I’m gonna talk about how we do that. But before we do that, I wanna talk about why the original cold email is not really working that well, so in the dot-com kind of bubble there, when everybody started getting on the internet and started working towards using different systems, it was the turn of the century and everybody was getting excited, now, over time, the email or electronic male has really turned into a marketing platform, and because of that, you’re seeing a lot of people subscribe to emails, sequences, email list, and they have this plot, this massive amount of blow that’s in their inbox. Which is why when you send them an email and try and tell them your service, you’re getting eight to 10% open rate, there is just too much noise for these people, so the way that you combat that is you have to do a few different things at the same time, and you have to have preparation and sequencing and automation and good follow-up and good content, and now that was a bunch of different things that we just talked about all in one go there, but I’m gonna kinda break these down pee. So let’s talk subject clients first, the subject line is single-handedly one of the most important things that you need to do when you’re writing an email, that subject line needs to be absolutely killer. If you’re doing a three to five email sequence, a follow-up, a cold email drip, maybe it’s a monthly newsletter, does not matter what the situation is, the subject line needs to be killer. What we do is when we connect with somebody on LinkedIn, the very first email we send them as a follow-up is thanks for connecting on LinkedIn, now we’re brand tying together the email that we just sent in the previous LinkedIn message that we just send… That is so key, because at the end of the day, that first emails where you’re gonna build that brand trust, and if they open that first email, they’re gonna be a lot more likely to open the second, third and fourth email that you send them, provided that you’re providing value and you’re giving them something that’s useful and you’re in the right market and all that, but if you link that, Hey, I just talk to the scan LinkedIn and I just got an email from… That’s pretty cool. Let’s chat.
We also set that on a one-day delay, there are some people who have emails that go out just like that, boom, right after LinkedIn is connected to those individuals. The problem with that is people realize that’s kind of automated and they feel like they’re being trapped or that they’re being sold to, so we delay that more than a day so that there’s really no temporal association at that time. We don’t want people thinking we’re automating that process, but it’s really key in that first email, let’s say thanks or connecting on LinkedIn, so that somebody knows where they met you, especially if they don’t recognize your name right off at the beginning there.
So subject clients, the subject line should always tie to whatever you previously were talking to, if it’s a straight cold email, what you should be doing is you should be coming up with subject lines that are kind of clickbait-ish, but at the same time, not super off-key, because if you do enough of that, you’re gonna get burn out with your list and your list is gonna be worse and worse, worse over time, so you could write things like opportunity, job, opportunity, partnership. Opportunity, thanks for connecting here.
Wanted to see what you thought about this.
Thanks for canting on this other social platform, all these different options, you can throw them out there, even if the email is not directly about that, you’re gonna get a good open rate, and then if your body of your email is good and tells a story from top to bottom, you’re gonna have a great translation of that individual from the intro to the outro of that email, and most emails should be the same thing, you should have an introduction, you should create value up front, you should create a call to action, and then you should allow them to unsubscribe.
Now, the on subscription is kind of a compliance thing, you really don’t have an option here, you should be getting rid of people who don’t wanna listen to you, it must be real, they don’t wanna listen to your shit, they can get out of your list… Right, That’s it simple as that. Click this button, if you don’t love when I’m telling you in this email, click this button, Get the hell off of an email list because there’s really no sense in you sticking around, let’s be real.
So that’s why we do those four sequences, just to recap, it’s Intro value, call to action and unsubscribe in that order, your email… I should start with that up top, give them an intro, tell why you’re emailing them, create some value, create some pain, and then solve their solution to give them a one call to action that one called action is, Hey, give me a call at this number.
Book on my calendar at this link, follow up with me, hit Reply, whatever it is, give them one call to action, but keep in mind the more steps you make them go through, the less likely they are to do it. So if you tell them, Hey, book on my Colby link, and then they click that and then you gotta choose the day and then they gotta choose the time, then they gotta put in their name and then their phone number than their email, you’ve now created six or seven steps throughout the whole process, which means that they are gonna be less likely to do it, so don’t give them a thousand things to do in the call to action and make sure that you’re called action even if it’s only one thing like, Hey, use my calendar make a one step for the… Make it super simple.
Let’s go into the next thing here. Timing, timing is very, very important, especially if you’re in the United States. You’re working in four time zones, that would be Eastern standard, that would be Central Standard, Mountain and Pacific.
If you’re gonna be working all four of those time zones, please make sure that your emails are going out during business hours, do not send 8-90 AM Eastern email to everybody, so that the people that are in the Pacific time zone who are three hours behind. Are gonna end up getting that at 60 am, that’s just not gonna work.
Yes, some people might read that, but they’re gonna realize it’s outside of business hours, just gonna look weird, and they might be used to it because they’re on the west coast, but we need to do something a little bit better than that. Make sure that they have a great experience. So set all of your emails to go out 90-00, 11, 00, 1, 00, 3 00 or 7 o’clock, in my opinion, in their respective time zone, so make sure you set up a system that does that for you, if you don’t have that capability with your current system, you might wanna consider switching to something, it does have that capability, but if that’s not gonna be possible for you, you can look at some other options, I can talk about those on another session here of podcasting.
The other thing is the reply tracking, a lot of email goes out there talk about, We wanna attract the Applies and track this and track that… The thing that I suggest that you track is how many emails were sent, how many are bouncing, because bouncing is gonna ultimately tell you how your email server is doing, you wanna be less than 25% balances. So if you send 100 emails, you wanna have less than three balances, and then I also want you to track open rate, because open rate kinda tells you how many impressions or how many people are you putting this in front of… And then in addition to that, you wanna track the click in one there, click this to learn more, click this to schedule on my calender, click this to visit our landing page, click this to visit our website, whatever it is, make sure that you have that actual piece in place, it’s something that they can click on, so you can track that, so open rates, bounce rates, click rate, and then ultimately you’re tracking how many emails you actually send, don’t worry so much about replies, replies are not super predictive about a lot of different factors that are in the email sequence. It is good to track if you can in certain cases, but I would not get bent at a shape about that, let’s talk tools next, three big tools that I’ve used in the past, and ones that are still working pretty decently, I guess. Active campaign, that’s gonna be your higher tons of features, but also very expensive, you can get into that for about 49 bucks a month for 500 contacts, that’ll also like do some text message marketing if you wanna build out a sequence that I… Involves texting, but 49 month for five or context. That’s pretty good.
It gets pretty steep when you get around 10000 though, you’re gonna be pushing that upwards of 3-400, 500 for that.
If you go to reply reply IO, that is gonna be somewhere in the 50 range. It’s a 1000 new contacts per month on month one, it’s a 1000 a month 12… You’ll have 12, 000 people total that summative ly, a 1000 more people every single month, if you go to something like Zoho campaigns based out of the box that get you 5000 contacts in the system, if you wanna upgrade that you can pay fees to go from 5000 10, 10 to 20, 20 to 50, 50 to 100, whatever you want. They have a package for everybody there, but there are some rules around each sequence, active campaign specifically says You need double in and weird, and they claim to be a non-Cold Email Service. So you have to be careful there.
Reply, I-O was the most flexible.
And Zoho has got some rules around content market at affiliate marketing and a few other rules where they say, Yeah, if you’re condoning any of these things, we’re gonna have a little bit of a problem, so just a heads up with those, check out those three tools, I might do a sequence later or maybe a session later on act of campaign, so who reply? We’ll see though, because this is a podcast, not so much a video casting session here, and I don’t wanna make it difficult for people to understand what we’re talking about if we don’t have the video up. So we’ll talk about that, but for now, active campaign, reply-O Zoho campaigns, go check them all out. If you’re gonna take the plunge and zoo, go for zoo soon is subscriptions, 35 a month per person. The organization that you have, if you just want one person you can do it, just don’t tell them you have 50 people working with… Yeah, and at the end of the day… So one will allow you to have the campaigns function, which is the email function and everything out, everything else, document signing, forms, CRM, it allow you to have a recruiting platform, but allow you to have a bookkeeping platform, a payment processing, Patras, a little bit of everything. So if you’re looking for that all-on-one for the least amount of money per month, look at Zoo 1, if you’re not interesting having that, you can just have Zoom and Zoho campaigns, the CRM will store all the contacts. Campaigns will send out the email.
If you go to our reply, there really is no CRM function, replies, just straight email, so you upload your list, send out the email sequences and see what happens. The cool thing about replies, it has a lot of an AI technology built into it, which it attends to figure out, is the person replying you and saying They’re interest or are they not? So that’s kind of a cool feature that they have. And then lastly, ActiveCampaign has a CRM function, but it also has what they call automations, it’s more than a workflow, the automations include text messages, emails, if then else, logic, time logics of sending at 9000m or a weekday or a weekend or whatever it is. It has some additional logic that you’re not gonna get out of other systems, so that’s a really good place to start, to look if you want something more advanced, the next thing will be combining email. So let’s talk about how you put emails together, I always recommend a minimum of one email and ideally a maxim of five emails, I said almost all my email sequences between three and five emails, and then make sure they all happen within a 10-day period.
So what that mostly looks like is email on day one, so email one on day one, email two on day three, and email three on day five, that is my most common sequence that I’m running there, and again, that falls between that 3 and five emails per person, that’s what I find the most success is with after that, if people are not interested, you can drop them off your list or put them on another list, maybe more of a nurturing sequence or something at slower, but don’t smash with the drip campaign one email a week, to just get burnout and that list is gonna go nowhere, so that is the sequence that I recommend is again, day one, day, 30-day, 53 emails in a row, make sure that your subject clients are good, tie the emails together had the same tonality… Same email signature time, sign it off really well, and if you’re unsure of the verbiage, send it to a small portion of list and see how they respond, if that’s really good, great. If it’s not good, don’t use that email, go to a different… Go to different system, go to a different verbiage at different content, different subject line, whatever it is, the content… In order to talk about the content, let’s wrap back around to our concept of what the email should look like, there should be an intro, there should be a value, there should be a call to action, there should be an unsubscribe. Let’s just assume that the unsubscribe just a given because for compliance reasons, jado that… So you’re really down to three things, intro value called action in the email, you need to tell them what is it that you’re doing, explain who you are, why you’re talking to them, give them an intro. Right. Hey, thanks so much for connecting on LinkedIn the other day, I am interested in doing at… That is your intro.
Then create value, we have been helping customers do Y for X number of years, we think you would be a great fit for our program, so now you’re creating value, the last option is called Action when… Can we chat on the phone? How can we chat on the phone, how can we email when’s the best time to chat with you?
What’s your availability like? Ask those questions, give them an intro, create some value, give them a call to action at the end of the day, given the unsubscribe option, just in case they suck and wanna get off your list, after all that is done, make sure that whoever is following up with your email sequences and talking to your customers on the phone understands how to sell, if You Suck at Sales, email will not help you sell any better, that is something I promise you, it never has made an email work better and never will make you better. Selling something is the same on the phone as it is on person, so at the end of the day, if you suck at selling, don’t think that emails are gonna be able to help you do a better job overall, email is just a vehicle to get you the phone call, the phone calls to get you the infers appointment or hard close right there, if you do the in-person appointment, that’s where you’re gonna go for the hard close at that point, so don’t feel like you’re gonna be a much better salesperson because you soft sold somebody with an email up front that is not gonna happen at all to just bite the bullet, do a bunch of cold calls, respond to a bunch of emails, get people on the phone, pitch what you have, listen to their objections, handle their objections, and then close them as hard as you can, double, triple, quadruple, close, then whatever it takes, get their card on the phone, make sure that you do the best job you can for them, create value, give them something upfront that counts, and then make sure you deliver it on the back end, thank you so much for listening to The prospecting show on this late recording here at 1156, the next it
To Listen to this episode, please visit:
To listen to the previous episode 10 – Credit Foundation, please click here;
To listen to the next episode 12 – The Sales Rope vs Pipe, please click here;