Guest Speaker Series – Liz Meisel – Emails 101
“Avoid saying ‘hope you’re well’ in an outbound email. You lose words in the preview and it doesn’t stand out. Get straight to the point and get them on a call.”
There is a science to sending the perfect email. Liz Meisel enlightened us on all things emails – deep-diving into techniques she uses for getting high response rates.
Liz started out as an English teacher before she fell in love with software and took on the sales world. She excelled at being a Project Manager, where her critical thinking and understanding of metrics benefitted her. She also developed many businesses and processes as a Senior Manager and has now settled at event marketing company Splash, where she hopes to have an impact.
Sending an email in today’s climate
The pandemic means there’s more emails and to-do lists. People are checking their email and filtering out what’s important from what’s not and what they can delete without even reading.
When we send an email and we’re trying to get responses – you need to have empathy for people’s time and remember they’re skimming their inbox.
In the first 3 seconds our brain looks at the format and if it’s too long won’t read it.
How can you tell it’s a sales email?
Our Account Executive, Andrew Bell, says asking “Did you get a chance to review” is a sure-fire giveaway to know you’ve received a sales email. Cut the sales jargon, because if someone was chasing you they’d call.
Liz says you get around 17 words in the preview on a laptop and 9 words if you view your inbox from your phone – don’t waste your words. If the subject is too long they won’t even read the email.
Liz’ ideal subject line
From the A/B testing, Liz conducted the emails that had the best open rates were the ones with a one-word subject line – take from that what you will.
Steps to perfecting your A/B testing email
- Write the email.
- Think about what in the email is the most important point and how to highlight that in the subject line to provide value in as little words as possible.
- Run A/B test to figure out, for example, whether you should or shouldn’t use capital letters.
Ready for some detective work?
Your prospects LinkedIn profile is the perfect place to start your research.
Look at how they write and that will be an indication of how you should write your email. Whether you should keep it simple and informal or make it more formal – find the right balance and mirror their style.
You vs me
It’s easy to get drawn into talking about yourself and how great your product is – don’t. Act as a guide and make sure it’s all about them.
If you want to personalise you need to pay attention to psychographic. You need to understand what interests and excites them.
What if there’s no information?
Research the company. Check if they’ve been in the news recently.
- Find out what tech they’re using.
- If they host events like a webinar sign up for it. This will give you insights and show you are interested in the company.
- See who else are they connected with and ask your mutual connection to set up an introduction.
If all else fails here’s some good starters
- I was really taken aback / impressed/surprised / intrigued by…
- The line in your LinkedIn profile about / your passion
And never ever send just one email – send a bump.
Ready to talk? Get in touch today