Episode 117, The Three Keys to getting your email opened!

Simplify Your Sales meetings. Lisa Thal is an Author, Speaker, and Business Coach. She wrote the book "Three Word Meetings."  Lisa coaches leaders on simplifying sales and business meetings with fun and interesting 3-word  topics to get your sales team motivated and inspired.  She has over 34 years of marketing, sales, and leadership experience.

 

Episode 117, The Three Keys to getting your email opened!

 

I had a new employee stop in my office to get my phone and email script advice. His role is to set up new appointments by targeting businesses not currently doing business with us. So, I asked him to share with me his script and thoughts? He read it out loud to me. Once he finished, I asked him this question. Based on what you shared, would you give yourself the appointment? He laughed and said probably not.  

 

I went on to share that we are trying to create a conversation! One of the hardest things to do is to set a new meeting up by phone. We want to do this first, but you may need to go with email if you keep getting voicemails or are blocked connecting. What do you do next? We send an email.

 

What is the key to email? Keep in mind; not all emails are created equally! Some get opened, and some do not! I recalled an article published by Hubspot that shared some key insights to getting your email opened.

 

The three keys are that Sending the right email to the right person at the right time is the key to getting your email opened. Sounds easy, right? 

 

Think about this: when you send the right email, you have a better chance of converting your leads into customers because you're sending content to the right person when it will provide the most value to them. 

 

But it's not always easy to send the right email every time you press send because not all of your leads and customers are the same. Some leads are ready to buy, and others work with other vendors or are in the research stage, and the same goes for your customers: You might have active and dormant customers, old and new customers. 

 

The Right Email - It's all about content! What you send needs to build trust and deliver the right content to that customer. Think about emails you receive and take action on.  

 

The Right Person - You need to segment the content you are sending based on their similarities and needs. You may have an email for new prospects, one vertical focused, or for your current customers that you want to stay connected and relevant.

 

The Right Time -I am sure you have heard the phrase, "Timing is Everything." Keep in mind where your customer is in the buying cycle. For example, you may be looking to build awareness and educate a new prospect versus someone at a decision stage looking for more information before switching vendors.

 

The foundation of sending an email, you must answer the following two questions.

 

1. Why are you sending them an email? Your goal should be to connect, build awareness or provide relevant content to help them and their company.

2. The value you're delivering to the person on the other end of the send. What value does your email offer them? Keep in mind that many of the prospects you are targeting may already be working with another vendor.

 

Think about the emails you open. Why do you open them, and what value do they deliver to you?

 

Have you heard of the word AIDA? It stands for Attention, Interest, Desire, and Action. It gives you the structure to your emails and the best way to communicate with the customer through the buying cycle.

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Attention - Step one is getting their attention.  It's the headline of the email that draws you to read it or open it. Keep in mind that you have seven seconds to make an impression with your email. Subject lines need to create curiosity, urgency, relevance, or special or exclusive offers. Keep your subject lines short because 77% of emails are read on phones.

 

Here are some examples of subject lines.

"10 Bizarre money habits making Millennials richer."

"Don't open this email"

"Work less and earn more."

"The key to happiness."

 

Interest - Why are you sending the email? What value will they receive? What research, data, or case studies do you have that will impact them?

 

Desire - You have to show more value than their current vendor. What special or exclusive offer can you give them to consider meeting with you and learning more about how you can help them? 

 

Action - You have to inspire them to do something. You are again; segmenting your emails, which matters! Call or click to receive something of value. 

 

It's all about creating or continuing a conversation that builds trust and provides value with the Right Email, to the Right Person, at the Right Time.

 

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Learn more about how to Simply Your sales meetings using 3-word topics at http://www.threewordmeetings.com .