Sales expert Jen Allen-Knuth and data analyst Colby Hogan discuss the challenges of cold email, the use of AI in email campaigns, the importance of subject lines, approaching companies with integration opportunities, industry prospecting strategies, and effective ways to follow up on cold emails.
This email example showcases the power of personalization without being too forced. By mentioning a specific experience at the recipient's store and highlighting the potential to bring that personalized customer service to their online platform, the email creates a unique and tailored message. The social proof of Toyota's success adds credibility to the solution. The call to action prompts interest and encourages a positive reply. The PS section can be used to include a unique and personal detail that catches the recipient's attention.
Mobile-friendly Formatting
The importance of mobile-friendly formatting is emphasized in this episode. With prospects being eight times more likely to open emails on their phones, it is crucial to optimize emails for mobile devices. Short, concise paragraphs that are easy to skim are recommended. The example of a mobile-ready email is given, suggesting that emails should be formatted for mobile screens, avoiding scrolling and keeping the content within a few sentences and a maximum of 75 words. Images and multimedia should be used sparingly, and email signatures should be kept plain to ensure deliverability.
Subject Lines and Deliverability
Subject lines play a crucial role in email open rates. It is recommended to keep subject lines concise, under five words, and avoid open-ended questions. A/B testing different subject line frameworks, such as mentioning specific customer pain points or industry-wide problems, can help determine what works best for individual customers. Regarding deliverability, mass emails should be approached with caution by minimizing risk factors. Limiting hyperlinks, attachments, and images in an email and removing unnecessary links from email signatures can improve deliverability. Additionally, personalized emails with customized content are less likely to be flagged as spam.
Importance of getting straight to the point in emails
In the podcast episode, the importance of getting straight to the point in emails is emphasized. The hosts discuss the need to quickly convey the main message or purpose of the email without beating around the bush. They mentioned that this approach is particularly effective when reaching out to individuals who are already familiar with the sender or have engaged with their company in some way. They also highlight the significance of measuring reply rates rather than solely focusing on open rates, as reply rates indicate whether the email has effectively prompted the recipient to take action. They mention that the average reply rate is typically low, ranging from 1% to 3%, but share that one of the hosts has achieved a reply rate of 42% for cold emails, indicating the effectiveness of relevant and personalized copy.
The impact of formatting and call-to-action in emails
The podcast episode also discusses the importance of email formatting and crafting effective call-to-action statements. The hosts point out that long paragraphs and sentences in emails are often skimmed or ignored by recipients, highlighting the need for concise and visually appealing formatting. They share an eye-tracking study that revealed readers tend to focus their attention on specific sections of an email, suggesting that strategically formatting the content can make it more visually enticing and digestible. In terms of call-to-action statements, the hosts recommend moving away from the typical structure of asking for a meeting or demo in the first email. Instead, they suggest focusing on the prospect's problem and showing genuine interest in understanding their business needs. By shifting the call-to-action focus to problem exploration rather than a direct pitch, they argue that response rates can increase, resulting in valuable engagement and information that can lead to meaningful sales interactions.
