50 /
SMART SELLING ON THE PHONE AND ONLINE
Once you’ve left these messages, remember to:
+
Follow up within minutes. E-mail and voice mail must be submitted
within minutes or even seconds of each other. That means you can’t
leave a voice mail and follow up that afternoon with an e-mail.
Response drops when the two are not combined and synchronized.
+
Keep track of outbound e-mails. When you are making new introduc-
tions, don’t just count on your phone and voice mail efforts. If you
are keeping track of outbound call metrics, you must also keep an
eye on outbound e-mails.
TAKE E-MAIL CONTROL
There was a time when we relied on the marketing department to
manage our e-mail requirements. They carefully crafted e-mails with
tons of fluffy marketing words, created auto responders for incoming
leads and web visits, and blasted our customer base on a regular basis.
So where did that leave you? With tons of dirty data that needed
scrubbing and lots of upset prospects!
Today, everyone is sending e-mail—not just marketing. According
to the Carlson Marketing Group, 2.4 trillion e-mail messages are
being sent annually in the United States. In a few years, e-mail pene-
tration will reach 61 percent of all Americans. But something else has
changed: you have control of the e-mail that goes to prospects.
,
According to one estimate, the WWW will produce 27 billion giga-
bytes of emails by 2010 and about 26.5 billion gigabytes of that e-mail
will be poorly written! Since e-mail is to be the most cost-effective
marketing and sales solution, taking control of it is key. Taking con-
trol of your e-mail means understanding it inside and out. I like to
break e-mail into two broad categories: (1) the all-important subject
line that hooks their attention, and (2) the e-mail content that pulls
them in.
Good Subject Lines Generate Response
Today, the most important part of an e-mail is the subject line: the
prospect doesn’t have to read any further than that in order to know
INTRODUCING: SELLING IN SOUND BITES /
51
whether it’s correspondence they will want to read or send straight to
the trash. According to a 2007 study conducted by Juniper Research,
35 percent of e-mail users open messages because of what is con-
tained in the subject line. The lesson? Make sure your subject lines
work!
What’s the Platform? It’s important to understand how your e-mails
are being received and reviewed. What browser? What smartphone?
HTML or plain text? There are 2.5 million Blackberry users in the
United States, and even more devices and platforms such as iPhone,
Palm Treo, Microsoft Outlook, Gmail, Yahoo!, MSN, AOL, and
Hotmail.
Subject Lines That Sell. A good subject line gets your e-mail opened
and increases the chance of a response. According to the Marketing-
Sherpa E-mail Marketing Benchmark 2008 Study, the top two chal-
lenges facing decision makers today are overstuffed mailboxes and the
fact that spam has eroded trust. When inboxes are overloaded, it’s
more important than ever to craft good subject lines that get your
e-mail read—not lines that land your e-mail in the spam filter.
Crafting good subject lines is an art. Orchestrating the right sub-
ject line that stands out, gets opened, and gets responded to is a skill.
An excellent way to train your brain and your eye is to read newspaper
headlines or online headlines at sites such as the Yahoo!, MSN, or
AOL home pages. What do you see? You probably see a few key words,
well placed. Just as these concise headlines get you to click and read
the full article, using fewer (and the right!) words in subject lines
leads to better open rates and ensures that prospects will read your
message.
Keep your subject line short and to the point. This means no
more than thirty-five characters, or no more than six words. Here are
examples of both ineffective (overlong) and effective (concise) subject
lines:
Weak:
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Jan Jacobs, Global Sales Operations
Strong:
Global Trends on Distributed Computing

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