It’s you versus your inbox. Over a thousand emails you’ve neglected just waiting to be read are piling up daily. Face it, your Gmail has become unmanageable and it is now a suffocating mess of a nightmare!
You will learn the tips and tricks of turning your cluttered email account into a savvy tool for sales and marketing!
A great recipe for being at odds with your email account is by combining both business and personal email communications into one account. If you are someone that does this, you can benefit by setting up some guidelines or a Rules of Email for your inbox.
Are you an organized email user or is “doing email” a total chore that you have to tackle everyday? If you are dreading the backup in the inboxes, it’s time to start organizing all of your folders! Oh, and remember to check every folder daily. Out of sight and out of mind means you could miss out on important messages or opportunities.
Here are a few links to get you started on the right path to organizing your folders:
Email As A To-Do List?
A great practice among business professionals is ensuring that “Email Inbox as a To Do List” is a task that must be attended to every day..
However, Natalie Lambert, CMO of Instart wrote an article for Entrepreneur.com that treating email as a task manager is inefficient and the wrong tool for the job. Keeping your email open all day allows for distractions and hampers productivity.
Duda Bardavid of Dragapp.com is a strong supporter of doing email as a to-do list and states “In our business lives, regardless of the nature of our tasks, most of the time they start and end as emails.” She believes it keeps everything organized in a centralized space.
What side of the discussion do you land on?
Susan and Tyler both agree setting up email as a to-do list works as it is an easy way to stay organized and not let important email tasks get lost in the chaotic daily hustle.
They both read their emails and if it needs an action that they cannot get to right away, they will mark it as unread to remind them this is an action item. You can easily customize settings in your inbox to see unread at the top, here are a few quick links.
Set Up Email with unread at the Top
Hating your inbox
Are you overwhelemed by too many commerical emails and you just delete them? Tyler’s easy solution is to just hit unsubscribe, why keep something coming in that you never look at. The real reason for all the hate could be because most email is being sent without any personalization, people and companies do not know how to nuance messaging therefore they can never leverage how to be sarcastic and funny and end up sounding like a cold robot.
Is reply all a problem in your life?
Are you being CC’d on responses that you do not need or does someone just end the line of communication lie a ghost? Susan’s biggest pet peeve is a thank you response but even worse in her eyes is “THX”. On the other hand, Tyler wants an end to the conversation and wants the finality of it.
Email Strategy For Small Business
Now let’s get into why you are all really here. Email communication and marketing for your small business. Emailing a client can be a start to your email strategy, in Donald Miller’s Book Building a StoryBrand he increased referrals just by being in his client’s inboxes, awareness is always the start. Susan uses this email strategy as well by setting reminders to email past clients so they see her name on a regular base and are reminded that she exists. But how do you get into those inboxes, to begin with?
The Cold Email Way
A cold email can be less intrusive than a cold call. Here are two tips to get a prospect to engage with your cold email:
- Research: Know who you are reaching out to and add personal touches
- Introduction: be introduced by someone in your network
Research is the strategy Susan uses in her business but also the one she favors when getting cold emails. When done correctly, she knows who the person is, and what position they hold, what part of the business cycle the company is in, and, most importantly, what their pain points are. From here, she can then introduce a solution.
The introduction is the version Tyler uses for cold emails. By leveraging his network he can get an email introduction. Just be careful when you respond as it must be personal and relevant.
Both agree on one fact, you must have a killer subject line for your email. Relevancy: It’s what gets your email opened!
10 Email Marketing Tips
When it comes to email, stay organized and remember this is a tool to talk to your customer about their needs while guiding them through your sales and marketing funnels. Below are 10 tips that can put into action now to help grow your business with email marketing.
- Be Relevant
- Keep your subject line short
- Give a call to action above the scroll
- Email is cheap – don’t shove too many CTAs or ideas into a single email
- Turn multiple ideas into multiple emails
- Don’t write a blog post as an email. Write a teaser that links to an actual blog post
- Use Visual Anchors in the body of the text
- Make your subject line explain what the email is about
- P.S.- Use PostScript at the Bottom to pull the reader in
- Be wary of best practices as it may mean you’re doing the same thing as everyone else
BONUS – Pandemic Hobbies
Susan: Thrifting in the Streets
She has found a way to social distance thrift shopping by setting up curb alerts for free items on Nextdoor or her neighborhood yard sale group on Facebook. She then hits the streets and finds what she is looking for.
Tyler: Amateur handyman while being dehydrated
He doesn’t have the belt, but he is getting the skills and learning why hydration is so important.
[Intro] This is the Omnicast Sales & Marketing Podcast for leaders that are ready to grow their businesses with your hosts Tyler Jacobson and Susan Barry.
[Susan] Welcome to the Omnicast. Sales and Marketing Podcast. I am Susan Barry from Hive Marketing in Atlanta, Georgia. And my best new pandemic hobby is going to sound a little bit strange, but I call it thrifting in the streets. So I am a big thrift store shopper, antique store shopper, garage sale person.During the pandemic, those are frowned upon. And so what I’ve been doing is jumping in nextdoor or our neighborhood yard sale group on Facebook. And when people post curb alerts because they’re giving away things for free. I hit the streets and find what I need. And let me just tell you, the bounty that I have secured is unbelievable.
[Tyler] How do you avoid a hoarding type of situation there, Susan?
[Susan] I am pretty picky about the things that I get. And I’m not going for a lot of, like, household decor stuff. So I went through a period of time where I was gathering yard games. So we have some croquet, some bocce, some of that rope ball, whatever that ladder ball game is or anything.
[Tyler] Don’t call rope balls, don’t disrespect the Ladder
[Susan] But I have been pretty discerning in what I thrift when I’m thrifting in the streets. And it also has to fit in my car. So it’s not like I can bring home six or seven really cool old discarded couches.
[Tyler] Right. Right. Not even one really if you wanted to.
[Susan] Exactly. Yeah. Maybe a throw cushion. That’s about it.
[Tyler] So I’m Tyler Jacobson of Omnifonic Digital Marketing in Denver, Colorado. And my best new pandemic habit or hobby. I was going to say, I am trying to come up with my next, you know, habit or hobby because I haven’t really thought of anything. But I’ve been fixing stuff around the house, so maybe that’s it. Maybe I’m becoming some sort of amateur handyman. I don’t have the belt, but I’m getting the skills. And I had to replace the bathroom fan in the upstairs bathroom over the weekend, because it was just loud as hell. I had to go up in the attic, you know and dislodge the other fan and unscrew it. And then it was ridiculous. And I found out that the guy who previously lived here, who was a contractor, he did just such shoddy, crappy work. A fan, a bathroom fan is supposed to be attached to a joist, are real clear on what a joist does, OK? He put the hole in, like the absolute wrong space and then tried to fashion some sort of fake joist by putting a couple blocks of wood that he glued together and he attached those to the joist. And the reason, the fact the fan I was having to replace anyways, because it was so loud is how the reason was loud as hell is because it was shaking these little bits of wood that were really poorly secured. But I only found that out later anyway. So I’m up in the attic and I’m replacing the fan and I’m just in the last moments of it. And then all of a sudden my left hand turns into a fist and I’m unable to open it. And I’ve still got this climb down this ladder. And I’ve got all these tools and I’ve got to make sure I put my foot through the roof, Right?
[Susan] Wait, how does that happen?
[Tyler] Extreme dehydration.
[Susan] Oh, no.
[Tyler] And so I got down the ladder and I was like almost to as I was, you know, I was almost there. I was about three feet off the ground and I just jumped because I’m like, I’m not going be able to take another step. And I landed on my feet because I’m a cat and. Yeah. And I walked out and I said to my lovely wife, Sarah, and I was like, that was scary. And she’s like, what? And I was like, well, I couldn’t move my hand. And even right now, I can’t straighten my thumb. And so I got some water in me and I was able to, like, regain all of my control. And I just didn’t do anything for, you know, 45 minutes except sit there and drink water before I went back to work. But it was terrifying.
[Susan] Oh, my goodness. That’s scary, you know.
[Tyler] That’s my that’s my new hobby then is I’m being dehydrated. I’m that’s my hobby worth a pandemic.
[Susan] I was working on a project in New Orleans one time, and New Orleans very much lends itself to dehydration, via beverages. And I think I got over dehydrated to the point that my back went out and I could not move off of the floor of my hotel room for an entire day. I had to pee so bad and I just thought, well, they’re gonna find me here in a pool of urine dead on the floor. But thankfully, I ultimately was able to get my shit together and get up.
[Tyler] Wow. All right. Yeah. And at least on the plus side, it would’ve been your year. And I mean, it could’ve been worse. I you. Yeah. I mean, the possibilities are endless and I think we’re really isolated. OK. So should we talk about marketing and sales?
[Susan] I mean, now that we have given this glorious introduction that involves bodily fluids, I think it’s a perfect segue way into our topic today. So in my LinkedIn world, among my connections, something that’s been a really hot topic over the last few weeks is the power of phone calls versus emails from some people or the power of email versus phone calls from other people. I’m seeing so many comments about this and I see stats all the time about how email is the only thing in your business you can rely on. Don’t build your business on rented land, et cetera, et cetera. So I thought today we could unpack all things email. I do want to note that our conversation today is going to be about email in general. And so more specific topics about email, you know, specific strategies and perfecting your email will come in future episodes. Today, we’re going to talk about the big picture, some general Q&A and kind of how we feel and what we’re seeing. So I want to start with the easiest possible question, Tyler. Are you an email lover or an email hater?
[Tyler] I am mostly a lover, not a hater. I think I think I’m mostly mostly an e-mail lover who hates email. Just unsubscribe.
[Susan] Well, so many people hate email and talk about, “doing email” like that’s a task unto itself. You know, I would complain about their inboxes being so full. And I think that happens a lot for people and businesses, particularly when they don’t own their own businesses. Right. Because they are beholden to others or response time or people getting CCD on stuff in a way to cover their butts or, you know, that kind of thing. So I do understand where people come from in terms of I’m getting so much email and I don’t know what to do. But I myself and an email lover, I feel like it is the mode of communication that best speaks to my skill set, which is written communication.
[Tyler] Yeah. And I’ve seen some people send out some really bad ones because they really don’t know how to nuance the email. They don’t know how to be sarcastic and funny. The mail without sounding just like a dick. I think so. So, yeah, I would agree that I can see how some people were like, listen, it’s just the bait. I don’t want to look at my inbox. And I’ve definitely had jobs where I haven’t one to look at my inbox. That’s really more of a function of the job that I was in and not the communication method. In the end, I think that when I hear you say that people hate email and are getting too much of it, let’s just parse that out between worki email and commercial email. Right. Is that kind of what? Is that really what we’re talking about here?
[Susan] Yeah, I think that’s a really good point. And I think for those of us who have been adults since the advent of email, so who didn’t grow up with email as children and stuff, and I don’t think this is true of either you or I, but I see this in professional communication a lot that people combine all of their email communication into one account. So they’re getting their Nordström sale email, their bosses email, the CC on a team email all in the same spot. And I think that is a recipe for hating your inbox.
[Tyler] That’s what it is. But so when I have set up rules to move, some say like I say, I like Las Vegas. And so I signed up for all the hotel things. And it’s paid off, by the way, because I’ve gotten free nights. But I wouldn’t move. I would say I would set up a rule that says, hey, any e-mail from a Las Vegas hotel, throw it into this folder that I’ve created called Las Vegas. And then what I’d find is I would not look at that folder for weeks, if not months on end. And so some of the communication that I actually want, while it’s not the most important communication, I do want to see that stuff, but I just forget about it. I mean, it was well have been unsubscribe from those lists at that point. So I think that there’s also a danger in not putting it all into one place. Right. Because you can quickly just, you know, try and make your life a little bit easier to navigate your inbox, a little easier to navigate. And then you turn it into a situation. We’re just ignoring things.
[Susan] I have in recent years stopped categorizing my email in by rules for that very reason because I felt like either I was missing something or I was missing the timing of it. You know, it just didn’t work as a flow. And I’ll tell you, there are probably one million productivity and business writers who are going to pull their hair out at my next statement. But I also use my email inbox as a to do list in some ways. And so if e-mail is read, unless I go back and search for it, it doesn’t exist yet. So I leave things that are still active, unread until, you know, I’ll read it and then market as unread in an effort to keep that top of mind. And I have my email inbox felt that way so that unread is at the top and all that stuff. Otherwise there you know, I, I love productivity tools and I love like organizing things and using notebooks and stuff like that. But I have a tendency to over organize myself. So that’s the best way I found it kind of keep my act together.
[Tyler] Well, I think we’re off topic all but already. I think we already veered off topic. That’s because now we’re back into like, what kind of email do you like to receive? But maybe that’s really the bigger point here is like, do you hate this email? Because a lot of this email is being sent without any personalization. It’s without regard to how it’s important to you. So now it just turns into a bunch of static. Right.
[Susan] And on the commercial side, is that what you mean?
[Tyler] Well, even on the work side, you’re saying, you know, that I just heard somebody complain about reply all. I hate it when people do reply all. And I’m like, really? That’s a problem in your life. But it’s that same situation. It’s like, yeah, I don’t need to see your response here. So now it’s like another thing I have to do.
[Susan] What’s your biggest pet peeve for work emails like that? Like is that reply all or something else? Mine is an email to more than one person just to say thanks or even worse, an email reply that just says thx. Why bother?
[Tyler] Well, I do THX. I’m a THX’r,
[Susan] So if I say here’s a report that you asked for. Would you write me back and say, THX?
[Tyler] Mm hmm. You know, I would not. No, no, no, I wouldn’t. But I’d put that in there. I mean, it saves me fifty percent of productivity. I don’t know.
[Susan] It’s not the abbreviation. It’s the taking the time to send an email to say thanks. And you can’t even write a word. Thanks. That’s the part that’s annoying to me.
[Tyler] But would you be annoyed if they just didn’t reply at all? No. You would be totally cool if they just didn’t even reply at all. Yes. So that’s what my annoyances is when people don’t reply. Especially when I’m and this isn’t linkedin,.and I was just having a lovely conversation with somebody and then they just stopped talking. I’m like, whoa, wait I asked you a question and then I bounced it, I bumped it back up. And I’m like, did I offend you? Like, what the hell is going on here? Just like give me a little bit of a response. Let me know that I know.
[Susan] Clearly offended them then.
[Tyler] It was probably the picture that I sent. No I just kidding, there was no picture.
[Susan] Ladies and gentlemen, here we are. So in your company internally, how do you use email? Do you guys stick mostly to slack or do you send emails? Are there rules for each?
[Tyler] I was getting into this bad space with my team where I was using all forms of communication. And now I’m trying. I try and really restricted to slack at this point for those conversational types of things. If there’s a great e-mail that I want my team to be aware of, you know, or like a webinar or something like that, I’ll forward it off on email and just let that be the channel that it continues on. But yeah,installed Slack on the phone. And if I need to communicate something passively, like I want you to pay attention to this, but during work hours and I need to pay attention to it now, just send it over on slack. And then as far as e mail to a client or some sort of e-mail strategy. Did we talk about Donald Miller in building a story brand where he was saying that he just simply by being in their inbox, maybe not even with exceptional content, but just by being in his client’s inboxes, he was able to increase his referrals.
[Susan] Oh, that’s interesting. We haven’t talked about that same way about.
[Tyler] Yeah. So. So he gets into email marketing at near the end of his book and he says that before e-mail marketing was a thing and he was just a salesman. He was like, we need to be sending out emails. And because e-mail marketing wasn’t a thing, he wasn’t really too focused on what the content was. He thought he was doing a nice job, but he was like, oh, I look back and it wasn’t even good. But he’s like, that was enough to spark more referrals and get people to buy from us more often simply because we reminded them that we exist.
[Tyler] I tried a little bit further than that. Go ahead.
[Susan] I have some clients that are not doing business with me right now, but I believe they will in the future. And I have, you know, like anyone set reminders to email them something. And most of the time they don’t respond at all or they just respond with a like, hey, thanks for sharing that today, you know. But I think that’s right, that just seeing my name on a regular basis makes them remember that I exist.
[Tyler] Yeah, I would agree with that.
[Susan] Do you use outbound email for sales conversations?
[Tyler] Like a cold email?
[Susan] Yeah, or even anything. How do you know how does that fit into your selling?
[Tyler] I’m usually looking for an introduction.
[Susan] So tell me more about that.
[Tyler] So I’m usually looking for somebody else to begin that conversation so they know it’s a personal one on one kind of conversation and it’s not a blind email. Excuse me. I had my mic on mute and water went down the wrong way. So now you’re hearing me struggle.
[Susan] Sorry. Please stay alive for at least the rest of this episode. So it sounds like what you’re saying is an email introduction that opens the door for you to start a sales conversation.
[Tyler] Right. And then it’s just communication channel, just like anyone else. Anything else? It can be a phone call. It can be. But this is the nice way that we’re beginning in this conversation. And it doesn’t require your immediate attention, but it does require some attention.
[Susan] Gotcha. Do you ever do cold email?
[Tyler] I’ve tried it a couple of times. It hasn’t really gone anywhere for me. Now, that can be for myriad reasons. But I think about my own behavior and I’m like, do I ever respond to cold email? I don’t know that I do. Do you?
[Susan] I have before. I’ll tell you the two circumstances and I have to preface this by saying that although I’m not going to go stand at a podium and advocate for cold emails, I have had some surprising success with cold e-mails and to explain how those have been successful in a minute. But the cold emails I respond to are to your point. So when I suggested that I reach out to you for X, Y, Z. So an introduction or a warmed up, you know, name I know. Or B, if the email clearly shows research, even if I’m not a buyer for the product, if they have done even an iota of research about me and reference that, I write back and say, man, I wish I could buy your product because I really appreciate the fact that you did your research and legwork here, like I had someone reach out to me. There’s sort of a hidden spot on my Website that talks about a picture that I took on a trip to Cuba. And it was me and my husband sitting at a bar because it was a huge rainstorm, like right after we got off the plane. So there’s some reference to it on my site. And it’s not front and center like you have to find it. And he talked about that in the email. Like, I, too, have been stuck in the rain in Cuba. I was like, dude that was a plus plus as far as I’m concerned. But unfortunately, I didn’t have a need for his service, which is a good transition to explaining when my cold email has been successful. And that has been when the timing was precisely right. When I did enough research to know that the particular person I was emailing had a need for my service in that moment. So for example, Hotel A get sold from owner one to owner two. I cold email the owner two and say this hotel, I know, I know the market, understand you just picked it up. Maybe a conversation would make sense.
I’ve had shocking good success with that.
[Tyler] Well that’s great because it’s also not static
[Susan] Right, like I read that you are the buyer of technology services. You’re a company right now.
[Tyler] If you wanted to put in a little more legwork, could you have found somebody to give you that introduction?
[Susan] Yes. And I’m thinking of one in particular, I could have gotten an introduction, but it actually worked in my favor not to reference the person, but instead to just call them and say, tell me everything you know about this person so that I could, you know. Make the pitch, make my pitch better and be better researched, but not throw the other person under the bus for tipping me off.
[Tyler] Got it. Got it. Well, I mean, you’re the sales. You’re the sales person between the two of us. Come on. Sales is all of our jobs.
[Susan] But so, you know, it’s not a tactic that like when I do sales training that I necessarily would recommend. The research part is, look, you have to know something about the person that you’re emailing and not in a creepy way, but also know something about where they are in the business cycle or the you know, what their problem is, what their pain points likely are that they are experiencing and be able to present that you have a solution for those pain points. So it can’t just be them out of nowhere. You know what?
[Tyler] So what would the subject line on something like that be? Because I would show that research. You’ve got to get the thing opened up in the first place.
[Susan] Yes. That’s a very good point. I feel like my most successful cold email subject line has the word conversation and then about hotel A?. So whatever that is, the hotel is that thing in question, because it’s all we are always are often prompted by seeing like a story in the news, X, Y, Z properties sold to so-and-so private equity firm. And so I know that that hotel’s on their mind because the press release just went out. So it must have just closed. You know what I mean? And they don’t you know, at that time, those folks are getting hearing from a lot of people that they need to hear from, like new employees, the new brand. I mean, there’s a lot in the mix. So it would make sense that they would be like, hey, I wonder if I should read this. This is very, very probably specific. I don’t know. Maybe we should try to see if we could make this strategy work for you.
[Tyler] Well, I think there’s a bigger moral to this story, which is that it has. Well, my teachers, when I teach my email marketing essentials class. Relevancy is what get your email open up. And if you’re not relevant, then you don’t have a shot of ever doing good email marketing. And that email marketing can be on a mass scale, going out to all of your clients, or it can be on a micro scale where you’re sitting down, you’re taking that time to write that email to a prospect or to an existing client or to a friend. Right. The more personal it is and the more relevant it is, the better it’s going to land.
[Susan] So here’s a question, though, that relevancy, because we’re talking about the relevancy being important for a cold email, when I say those two words, the sales experts and trainers that I respect the most, their skin crawls.
[Susan] Because they believe that you should be picking up the phone and making a phone call. What do you think?
[Tyler] Do you answer your phone?
[Susan] Absolutely not
[Tyler] Same. So and I don’t have a switchboard. So when you call you’re getting me. I was actually just thinking about changing my message just to say, listen, we’re not going to answer this call, just email us. Let’s set up a time to talk. You don’t have time for this and neither do I. Yeah, I don’t answer my phone anymore.
[Susan] I think the thing that happens is nobody answers the phone. And it’s an interruption. So if you’re like me, you have maybe every day you know why and maybe you have every day a week or at least two or three days a week where you have call, call, meeting, meeting, call, call, call it back to back all day long. So even if I wanted to answer the phone, I can’t because my schedule is that tight. I will say that the idea of a phone call versus an email, if you can get it scheduled, the phone call is going to be more successful because it’s hard to say no voice to voice.
[Tyler] I would agree. Well, and you get all this other body, I mean, not body language, but you get their intonations. You can. It’s a more fluid conversation. And I think that if there’s a barrier that breaks when you move out of the inbox into actually having a conversation and I’m sure somebody knows what that barrier is, but clearly your intent levels up when you’re actually having a human to human conversation versus a written conversation.
[Susan] It is hard to blow somebody off or be rude. It’s easy to be rude if it’s the email. Delete.
[Tyler] But I have to deal with these Google ads reps. Oh, I hate them so much. And they hate me. No.
[Susan] Did they call you?
[Tyler] Yeah. They call all the time and then they follow up with an email saying, you know, hi, Mr. Jacobson, we haven’t been able to connect with you. And I’m like, here is the link to my calendar, just setup some time, but I’m usually in meetings, so I can’t take this call. And then also my phone rings again. I’m like, you idiots just set some time. I will give you that time. But this does not just start with a phone call. Also, who are these sales people that you respect the most and why are they not living past 1990s? OK, we have a different landscape now.
[Susan] Wow. Let me frame it by making it clear that we’re talking about a B2B sale to an office that very much has a switchboard. Now in a pandemic is that true? Very unlikely. And I I think that everyone agrees that a scheduled phone call is much more effective than a cold call.
[Tyler] So was that email that you sent the best email you ever sent the best marketing email you ever sent that when you talked about?
[Susan] The cold one?
[Susan] I mean, it certainly was. Yeah. That I’ve done that a few times and had unbelievably surprising success.
[Tyler] Why isn’t your whole job replicating that over and over and over and over and over.
[Susan] It is my job!
[Tyler] Is that what you do? Do you do one of those a week?
[Susan] I don’t know if I would say I do it as often as I did before the pandemic, but it’s definitely part of my strategy. I want to ask one more question about this and then we can switch to outbound e-mail, like from a marketing perspective. And have you done any sales video calls?
[Tyler] Sales video. No, I don’t think I have. Not where I’m the person selling.
[Susan] Have you done where you were on the receiving end?
[Tyler] Well, I’ve done demos, so I don’t know if that’s going to be if you would consider that to be the same or not.
[Susan] Yeah, I did a demo last week. That was a video call. But they didn’t show their faces.
[Tyler] I hate that.
[Susan] I mean, I don’t hate it because, you know, I don’t always want to be on camera either. But if you have it scheduled in advance and planned, then there’s so much more energy exchanged if you couldn’t see their faces and see what they’re doing. I feel like it’s so much more effective.
[Tyler] I have I talked about the pupil dilation thing on this show before?
[Susan] I don’t think so.
[Tyler] Got it from webinar years ago, and they said that there’s actually a physiological thing that happens when you establish trust with somebody. Whenever I tell this, it gets weird because I start talking about eye contact. But when you are face to face with somebody and trust is established, pupils dilate to the same diameter.
[Susan] Oh, wow, that’s interesting. It sounded like that old sales tip of mirroring behavior. So, like, if you’re across the table from somebody and they touch their left side of their face, you know, and then they switch, you do this or cross your legs or whatever it is. Huh. That’s really interesting.
[Tyler] So for that reason, any good salesperson and if this is true or not, just assume it’s true, right. Turn on the camera and get that face to face interaction going. You’re going to build trust faster. You’re going to be able you know, that whole idea that 90 percent of communication is nonverbal. Well, if you have the ability to deliver nonverbal communication, then do it. Why on earth would you turn keep her camera off? So silly.
[Susan] Couldn’t agree more. I think that’s going to probably be, at least in the hotel industry, the biggest learning curve coming out of the pandemic, if it ever ends. Will be that you’re going to have to start selling a different way and it has to be on video live.I probablyI do a regularly scheduled nine Web based calls per week. And no one’s on camera. No one. Imagine how the reporter would build and the trust would build on all that stuff if we were on camera.
[Tyler] Well, when I teach my classes through General Assembly. That’s one of the that’s one of the first things that they ask us to do as instructors is to tell our students, please keep your camera on. Let’s make sure that we’re connecting. Rather than just having it be a lecture that, you know, you can totally opt out of.
[Susan] They are over on the side, typing or looking at their phone. Yeah. Exactly right. So switching gears and sort of internal communication are one to one emails between prospects and you. What about mass email marketing? And I use the word mass loosely. So email marketing to your audience
[Tyler] to your list.
[Susan] Yes. Yes. Do you have any example you can think of that was like the most successful or effective that you’ve ever done?
[Tyler] Yes. And that is going. So, as you know but our listeners may not. I used to own a skin care company with my wife where we manufactured the product and then we distributed and it was pretty successful. And we were in a major grocery store chain in several states. And so we had the email addresses of all of these skin care buyers within this chain of supermarkets. And we and I sent out an email announcing new products announcing that they were approved by the chain so they could be ordered right away. And then a way to order. And it sounds like boring, low hanging fruit. But the truth is, is that it is boring, low hanging fruit. It addressed a need that they had. It sold the idea of it right out of the gate. It told them everything that they needed to know to be able to make that purchase with confidence and and complete that transaction right then and there. And I think it opened up two new states for us and three new stores that never purchased from us before. And so, yeah, I mean, it was I would say was extremely successful just by sending that one email and communicating to the people, there the audience who could hear this and have it be effective. And I spoke to them in the terms that they needed to hear it. What about you?
[Susan] Had you communicated with those buyers before or was that sort of your introduction to them?
[Tyler] No, I would say that we had not communicated with all of them previous. No. Maybe that’s not true. We’d probably seen a few other ones talking about restocking and requesting samples and things like that. And every time we sent him, we would get a little bit further, you know, we’d open up one store here. So sometimes it’s just they’ve seen the brand. They’ve considered it. Or maybe it was something that wasn’t selling. And so they needed to replace that stock and try something else out.
[Susan] And getting them familiar with the idea probably made a lot of progress, too. I am going to give a true confession right now, which is that I have run. I’ve probably written 10,000 emails for people. I’ve run email marketing campaigns for companies large and small. And I suck at doing email marketing for myself. I. I don’t know what my deal is. I understand the value I have content to share. There’s some, I have some mental mindset block around email marketing for my business. It’s like the shoemaker has no shoes, dude. I realized that I ever use phrase. But it’s true in this case.
[Tyler] I mean, is it because you simply don’t have time or energy to do it? Are you afraid that they’re going to think you’re email marketing socks? Can you not see yourself in the way that your clients might need to see you? Like, those are all valid reasons why you might not send an email for your own business. And it’s also the reason they hire you to send email for them.
[Susan] Exactly. It’s so much easier to do it for somebody else. I think part of my the issue is that the list started when my business was very different than it is now. And so I’m nervous that if I send stuff about sort of what I’ve pivoted to over the years, that the people who join the lists are going to mark me and spam. That is the dumbest possible excuse I could give, but that is
[Tyler] Probably the most honest.
[Susan] It’s real.
[Tyler] Yeah and so fire it away. They need to hear from you and if you seem like they need to hear it from you. And there’s something very specific they need to hear. Then just just run with that premise. Right. That they need to hear from you. And that there’s a specific message that they need to hear. Great. What is that? Now, your job is just to deliver that.
[Susan] Right. But some people need to hear it for me. But some people don’t care about my business anymore.
[Tyler] Cool. Then they shouldn’t be on your list. They can totally opt out at that point.
[Susan] I assume you’re saying so they need to hear me and maybe they need to hear from me to remind them that they don’t want to be on my list anymore.
[Susan] Got it.
[Tyler] And here’s something kind of sneaky, but I’m probably going to stop doing it. But I just want to prompt something from my audience when I’m sending out an email. I am intentionally screwing up one sentence in the email to try and see if anybody gets back to me and says, hey, you needed to correct this or whatever. Just give me a reason to do it. And it hasn’t been entirely effective. So I’m worried that I’m making people think that I’m just a dumb ass and that’s a possibility.
[Susan] Have you ever done any opps messaging. I think those are great.
[Tyler] I love them.
[Susan] It works.
[Tyler] I haven’t. I haven’t done that myself. But I again, in my email course, I bring up one that was from Birchbox where their messaging was like, whoops, we forgot to send out this promo code for rent the runway. And I’m like, that is just brilliant. I love that.
[Susan] That’s good. Something else that I feel like is pretty effective as a P.S. line. I mean, that’s maybe an older tactic, but that people will read the P.S. on an email message, more like when you do heat mapping more consistently than they’ll read the body of the message. Right. And what ends up happening is a call to action in the P.S..
[Tyler] And so we saw what I think ends up ultimately happening. So it’s like sending emails out on Tuesdays. Right. Have you ever heard that advice? Send emails, yada, yada. Have you heard of more than once? Yes. OK, so what’s the result of using that best practice.
[Susan] Right. Everybody sends it out on.
[Tyler] Nobody sending their email emails out on Monday. And as a marketer, I’m like, oh. So that’s exactly what you shouldn’t do. You should send them down on a Monday then, because everybody’s switched over to Tuesday because that’s best practice. And I just. Yeah, go ahead.
[Susan] I disagree with you. I think like really hard core BTB emailing should happen over the weekend. People are. Yeah. Because that’s when people are hit. I have no data to back this up. It’s just my thought. That’s why people are catching up and when they may be more willing to read, actually read what you have written or at least hit the highlights vs. when they’re like going from meeting one to meeting two.Here’s what this is based on. I had a friend do a study of LinkedIn users and he found I’m maybe getting the details a little bit blurry, but the gist of it is important. He found that the more senior the person in the audience, the more likely it was that they were on LinkedIn on Sunday night. Isn’t that interesting?
[Tyler] Yeah. Wow. And here I thought nobody was ever on LinkedIn. Unless they were loioking for a job or looking to sell something on the side.
[Susan] Not true. There are some people such as me who are power users of LinkedIn. But, yeah.
[Tyler] And that’s what we need to dig into at some point. By the way, in a future episode, because I’m still not sold on that platform, I want to do an episode called Why does LinkedIn Suck? And why can’t we just move on?
[Susan] Well, I don’t know if I can be on that show because I could not disagree more.
[Tyler] Well that’s why, go ahead.
[Susan] So that’s a good segue way, because here’s something else that happens with LinkedIn and then email. So I have my email address prominently featured on my LinkedIn profile because I don’t want people if they’re really trying to find me and that’s the way they remember how to find me. I don’t want them to have to jump through a bunch of hoops to get there. But what happens is instead, a hundred and seventy five thousand financial planners connect with me. And as soon as I accept the connection, I get an email, sell it, trying to sell me financial planning, which, by the way, I do not want.
[Susan] That is an ineffective cold email and a terrible way to use LinkedIn. For the record!
[Tyler] I would agree. I would agree. Now, I don’t know how a financial planner supposed to find their audience. That’s not true. I know all sorts of ways. But I would think. And that’s the other thing for me is like LinkedIn. If we consider LinkedIn in message or whatever the hell it’s called to be an extension of this. Man. I could not ignore those things more. Really? Yeah. Because I’m just getting constantly solicited to, constantly.
[Susan] And is it from people that you’re connected with are not connected.
[Susan] Interesting. So I made a conscious decision. Now we’re having a LinkedIn show but I’m just going to tell you this real quick and I have two more questions about e-mail. We can call it done, but I made a conscious decision on LinkedIn to stop paying for a premium account because the main thing that I use LinkedIn is search. And you can do Boolean or, you know, Google Advance search that will get you the same result without coming up against their commercial limits on search. And so I don’t think I get as much of that in mail, but I totally ignore that. But I get a lot of very valid and lead rich. In platform email on LinkedIn, for sure.
[Tyler] Awesome. That’s great.
[Susan] So what are the signs like these random solicitations for financial planners? What can you think of like one worst and one best example of an email that you’ve received?
[Tyler] Yes. OK. So my favorite email that I and I didn’t receive this, but I inherited it in, again, the email marketing class that I teach, and it’s just the best thing ever. And it was from Kate Spade. And they sent out this email that was all about. Here’s what we’ve been doing on Pinterest. And it showed, like all of these little checklists of, you know, images that they shared on Pinterest and had little Pinterest logo or icon on there. And I’m sure that you could have clicked on that and just gone straight to their Pinterest page. And then it went down and it just showed, you know, a little Instagram icon and it showed different content that you were missing out on on Instagram. And then it had one other one. I can’t remember what it was. Pinterest, Instagram and a camera. Twitter. Yeah. And showed an example of some great tweet that they sent out. And it was all leading you up to this whole photo thing. Like you, you have been missing out on this amazing content that we put up on these different social channels. And each social talent channel is little bit different. There’s different content there. And then at the very bottom, it said early access to our Facebook page. And I was like, that is just brilliant because, one, there’s no such thing as early access to a Facebook page that has a Facebook page. Could have been around for two years prior. You don’t know.
[Susan] And you could have been deciding if they were going to make one or not. Based on how many people cared.
[00:43:08] Except the click through, I mean. Yeah. So I’m assuming that I just took you to a Facebook page. I would assume that. But maybe it took you to like, hey, you know, we get on the waiting list. But it was just so brilliant because it triggered so many different. Different desires out of the reader. And I just thought it was really brilliant. One of the crappiest ones I got was on September 11th. And I know. Hey, I didn’t really have a sort of tangentially had something to do with the anniversary of September 11th, but it was like, Hey, Tyler Karma, hello, blah, blah, blah, community karma. And it looks so they clearly didn’t understand the platform very well. And then it was about eight paragraphs. That essentially said, we don’t have anything new to tell you, but we really wish we did have something new to tell you. And we think that we think that the business has had in this direction, but we don’t know. And and we were waiting to communicate with you until we need something concrete and we still don’t know anything concrete. And it was and there’s no call to action. And it was like, man, this was entirely self-serving, poorly formatted, and I walk away from it at the end of this whole ordeal that I didn’t read through. By the way, I just kind of skimmed it this morning in anticipation of this. I was like, what? Like, this had nothing to do with me. Why did you send me this? Like, just it had nothing to do with anybody who wasn’t the sender.
[Susan] So why spend it on September 11?
[Tyler] That was the other thing is like, oh, you know, 19 years ago today we remember blah, blah, blah. And I was like, okay. And now you’re talking about your business. And there was no Segway between the two. And it was just like you didn’t even think about why you were sending this or how somebody might receive it. It was just, again, nothing to do with me. Talk about relevance. There was nothing relevant in that. Zero. How about you?
[Susan] I think my worst is more of a type of email, which I’ve gotten, several of which I’ve gotten several this past couple weeks, the ones where they’ve been emailing you or calling you or both. And then they write this thing like I’ve really tried hard to get in touch with you, but you don’t seem to be returning my calls. You know, I mean.
[Tyler] Yeah, like that passive aggressive, Thanks Mom.
[Susan] Yeah. That I think that worked for like fifteen minutes six years ago. It doesn’t work anymore. The thing you aren’t trying to do is make somebody you’ve never met before feel annoyed and feel bad about themselves.
[Susan] Yeah, exactly. So that’s my worst. The best are those ones that, like I said earlier, demonstrate that they have done even the most cursory amount of research. You know, I get Dear Hive Marketing or Dear Barry, Suzanne, or whatever. And you’re like I mean, every five seconds to Google me, look me up on LinkedIn, do somethin, because this is not working. So those drive me crazy.
[Tyler] What about best?
[Susan] Well, the best are when they do research
[Tyler] Oh Yeah, I guess you really all you already answered that one.
[Susan] But I also think I mean, this is kind of basic of me. But first, the first commercial e-mail the best are when they have a really clear, compelling reason to open, like buy one, get one free 10 percent off free lipstick. Well, you know what I mean. Whatever it is, I will always open that even if I don’t think I want it.
[Tyler] Yeah, like again. Hey, Tyler, we know you barely spend any money in our casino and you always bet the minimum. Would you like a free night? You bet I would.
[Susan] Yes. Yes, I would. Thank you very much.
[Tyler] And your table minimums are now too high. So I’m not going to be playing at your casino.
[Susan] But thanks for the free room first.
[Tyler] I appreciate the free night. All right.
[Susan] So to close us out, let’s each give two top tipd for email, whether they’re for marketing email or internal business email. So my first tip is pay attention to your subject line. Make it explain what the email says.
[Tyler] Is that two or is that one?
[Susan] That’s one.
[Tyler] All right, so mine is, is that you are always teaching people with every email that you send, you’re either teaching them to open your email or ignore your email. So that, again, think about whether you are teaching somebody to open this email or whether you’re teaching them to ignore it and send or don’t send accordingly.
[Susan] That is really good. I think my second tip is not anything earth shattering, but maybe it will help a couple of people. And that is even if it’s not a marketing email, even if you’re writing an email to a colleague or a client or whatever it is, use visual anchors and the body of the text. So that’s everything from bullet points or numbered lists to bolding out key phrases so that it stops the eye that skimming, you know, people read like in an E pattern. So sometimes you have to write longer emails, you know, multiple paragraphs. They’re going to read the first line of the first paragraph, half the second line of the second paragraph, maybe the full line of the third paragraph. But if you put bolded text in the body of that paragraph, it’ll slow the eye down and hopefully make them go back and go, wait, what does that mean? What does that say? So even making those phrases a little provocative can be helpful.
[Tyler] Yeah, I like that. I don’t have one for this is this isn’t universal. It really is going to be a commercial email. But don’t say it all in the email. If you’re sending out a commercial email, don’t give me eight paragraphs of email. Give me a summary of something that I can then click through to and read the whole thing. But I don’t think that as a rule, people like staring at a single email for ten minutes to get the idea and they won’t, by the way.
[Susan] Yeah, that makes a lot of sense. Well, I would say, Tyler, that we did a pretty good job of touching on all kinds of things about email. And I already have ideas for future shows, including one about LinkedIn. I promise. As a bonus for our listeners this week, Tyler and I are going to share not just the two tips we gave you, but our top ten email tips, which you can find at Omnicastpodcast.com.
[Tyler ] Also, don’t forget to subscribe on your favorite platform, leave us a review and share this episode with your community of like minded business growers. And we will see you next week. Thanks for listening.
[Outro] Thank you for listening to the Omnicast Sales and Marketing Podcast. Be sure to subscribe rate and review on your favorite podcast platform. Find show notes, leave comments or connect with Tyler and Susan at Omnicastpodcast.com.