Eric Boggs: Email Etiquette in Sales

About Eric Boggs: Eric Boggs is the Founder & CEO of RevBoss, an outbound agency on a mission to bring honesty and transparency to the B2B sales process. Using a mix of software automation, creative strategy and messaging, and top-notch client service, RevBoss powers full-service outbound campaigns for 100s of teams across a wide range of industries, including SaaS companies, marketing and creative agencies, video production services, and business services providers. Today, Eric leads the effort to bring happiness to 100s of clients and more than 50 RevBuds worldwide. Eric spent the last 20 years building companies and advising successful CEOs (Device Magic, Kevel, UserVoice, Ignite Social, and many more). He completed his undergraduate studies at UNC Chapel Hill and earned an MBA at UNC's Kenan-Flagler Business School, where he was a Dean's Fellow. Check out the latest episode of our Conversational Selling podcast to learn more about Eric.

In this episode, Nancy and Eric discuss the following:

• The importance of human conversation in sales
• Eric Boggs' mission with RevBoss: client and coworker happiness
• The role of AI in transforming sales and marketing processes
• Strategies for generating qualified appointments
• The effectiveness of personalized email subject lines
• Recommendations for optimizing email cadence and timing.

Key Takeaways: 

• When you see really long emails, it's just laziness because it takes a lot of work to be sharp and direct in your communication.
• My team has probably gotten tired of hearing me say cut it in half, but I think you can cut it in half and usually cut it in half again.
• Content quality and volume are moving targets, but they are also goals you never achieve.
• If it can always be shorter, it can always be better.

"AI will not replace human-to-human interaction. However, it is in the process of absolutely transforming the steps in the marketing and selling process that ultimately will lead to human interaction. And it's doing that with content and decision-making and process enablement. And frankly, it's going to make the process better in the long run, but it's making it awful messy right now." – ERIC

"At RevBoss, we do lead generation for hundreds of clients. Most are marketing agencies, PR firms, and business services-type companies. That's probably 60% of our customers. 30% are SaaS technology companies, and 10% are other. Machine shops and commercial real estate are all kinds of odds and ends. And our strategy and mechanism are generally the same across the board. We're email first and primarily email. But increasingly, we're augmenting that with targeted display ads. And sometimes, we'll layer on a LinkedIn program if it's targeted and small and makes sense. We've never done phone. And I know that's your expertise. No, it's more of a personal preference and experience than anything else. We have plenty of clients that have had a lot of success cold calling internally or with partners. And we've worked, you know, we've told plenty of sales leads in the past, hey, yeah, we don't do that. But I do think that phone will work for you. We've just focused on email because we're good at it. We can automate it with a lot of technology and increasingly automate it with many AI integrations. And that's just kind of how we've how we built the business." - ERIC

"As a subject line, I'm rather ambivalent. If it works, it works; if it doesn't, it doesn't. We've had clients where we've dropped emojis and manipulated text. One thing I know works at RevBoss is that subject lines should resemble those you'd send to a coworker. You'd never send an email with a subject line like "Increase your XYZ by some percent," right? Good subject lines are casual, like "Hey, how's it going?" or "I have a question about this thing." You'll get the desired result as long as you broadly fall into that category. Emojis and text manipulation are great ideas." – ERIC

"Our general approach is three emails over a week, maybe 10 days. One of the emails is usually like a bump or an inline reply, maybe two; perhaps both are inline replies or forwards. Instead of doing five, eight, or 10 emails or touches over an extended period, we like to do short bursts in seven days. Let that prospect chill out for 60 days 90 days, and then do another short burst over a short period of time. We found that the prospects we retarget—say, I email you today, and then if you don't reply after two or three emails, I email you again in 60 or 90 days—roughly convert at the same rate as net new prospects. So, a lot of the success we're able to generate for our clients is based on repetition, process, and ensuring we're landing in the inbox with enough frequency, the right target prospect, and a tight message to get lucky. And you know, we get lucky to the tune of hundreds of times a day for our clients." – ERIC

Connect with Eric Boggs:

• LinkedIn: https://www.linkedin.com/in/ericboggs/
• RevBoss: https://revboss.com/

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