Post on 15-Apr-2017
Email Defense & Offense Strategies
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Our presenters
Dmitri Leonov Co-founder at SaneBox
At SaneBox Dmitri focuses on growth and business development. Prior to SaneBox, Dmitri co-founded a social media startup Wanto and spent 8 years at Overture (acq, Yahoo) where he led business development efforts in emerging markets.
Olof Mathé Co-founder and CEO of Mixmax
Olof led the team that built Inkling Habitat, now adopted by the world’s largest publishers. Prior, he was an entrepreneur and worked at Skype and McKinsey. Olof grew up in Sweden and finished his engineering degree in France. He created Art Hack Day, a global computer arts hackathon.
stay ‘'l the end! FREE gi0
Agenda
3 Email Commandments
Inbox Zero
Advanced Email Hacks
Receives 147 email messages a day
Spends 2.5 hours a day on email
Spends 30% of their workweek managing email
Average office worker
Email dictates…
Our mood
Our focus
Our to-do list
Fixed reward system v Variable reward system
Random intervals
Email inbox = slot machine = inbox addicHon
CompleHon bias
Short term progress v Long term progress
Why are we so addicted to distrac8on?
The 3 Commandments
Commandment #1
Email = Tetris.
Commandment #2
Email ≠ default top priority
Problem: Email is a to-do list other people write on.
Solu8on:
• Scan: for important/urgent emails, then close your Inbox
• Block: 30-60min slots for “Email Time”
• Ask: yourself if clearing your inbox is the best use of Hme
Commandment #3
Not all emails are created equal
Problem: Each email commands the same real estate in your inbox.
Solu8on:
• Important / Urgent
• Important / Not urgent
• Unimportant
Now
Later
Delete/Archive in Bulk
Inbox Zero
Triage
Triage Noun, trē-ˈäzh Developed during the Napoleonic Wars by Dominique Jean Larrey. The process of determining the priority of paHents' treatments based
on the severity of their condiHon:
• Those who are likely to live, regardless of what care they receive • Those who are likely to die, regardless of what care they receive • Those for whom immediate care might make a posiHve difference
in outcome
Inbox Zero = Triage
Delete/Archive
Defer
Delegate
Respond
Do
1. Noise (should die)
2. Quick fix (2 min)
3. Needs work (later)
}
Star/Flag
Inbox Zero with SaneBox
Delete/Archive
Defer
Delegate
Respond
Do
SaneLater, SaneBlackHole, Custom
SaneSnooze
SaneReminders
SaneReminders
At the end of the day SaneSnooze whatever is le^ = Inbox Zero
Advanced Email Hacks
Bold key phrases
If your email is on the longer side, highlight key takeaways/
acYon items in bold.
Don’t do all caps (THAT’S YELLING)
Don’t bold too much
1Password or LastPass
bjinmlsjagwctIat1
Don’t get hacked
Avoid accidental send
1. A]achment 2. Body 3. Subject 4. Recipient
Undo send - Gmail Sebngs
Dont’ fill out the recipient’s address right away
#1 Produc8vity Faux Pas
It’s like stuffing your snail mail back into your mailbox ader reading it.
Don’t use your Inbox as an archive
Put a call to acYon into it.
“5 things I need you to do tomorrow” > “Things”
Use tags: • [Time SensiYve] • [AcYon Item] • NNTR, NRN, or FYI • EOM • Not Urgent (removes stress)
Use the subject wisely
Unsubscribing from suspicious emails = more junk mail
Safety: Use SaneBlackHole
Don’t unsubscribe from suspicious emails
Email is a great medium for closed-ended quesYons - not open-ended.
Don’t end emails with “Thoughts?”
Try “Do you think we should do X, Y or Z?”
Avoid open-ended ques8ons
CEOs, VCs, and busiest people get to Inbox Zero everyday even though they get 10x the volume
How: system, tools, process
Thinking about email the right way
Busiest people are very responsive
produc8vity is really about what you don’t do
““
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Email Offense101
Mixmax
Feb 16, 2017
Background: Outbound & why it matters
Tracking is everything
How to get results
Scaling: Work smarter not harder
“Offense is the best defense”- George Washington
https://en.wikipedia.org/wiki/The_best_defense_is_a_good_offense
Email should be your todo list(it will be with offense & follow-ups)
Email shouldn’t be a todo list other people write on❌
✅
Why outbound emails?
We want to Sell, Hire, Partner, Notify etc.
Right after sending
that email
Still no reply
The old school solution
Read!
⚡ Opens
⚡ Clicks
⚡ Downloads
⚡ Replies
Tracking is everything
Get more sophisticated over time
Open rate
Track the full life-cycle of your emails
Lifecycle
Analytics events
Unread Read Interacted Replied
Click / Download rate
Reply rate
To get the right reply:Tracking tells you when & how to follow-up
Unread
Read once
Read/interacted with multiple times
Try again: ● Send at different time● Change subject line (& content)
Send a follow-up
Send a follow-up (+ write to multiple people in the org)
If unread - schedule to send at a different time
What’s the ideal send time?
In general: During the morning commute
However, the ideal send time depends on your purpose and audience
Purpose● Sales: Right after lunch. (Depending
on your ask: late in the week)● Recruiting: End of the work day, early
in the week (Mon/Tues)
Audience ● Executive: Sunday evening. (EAs don’t
work then)
Protip: if unread, modify both the
subject line & the first sentence
When they read it
but didn’t reply
Read“Thou shalt send a follow-up”
- Moses
How we feel after
sending email
“We always regret Opportunities missed, more than mistakes we’ve made”
- Abraham Lincoln (source unknown)
REMINDERS AUTOMATED FOLLOW-UPS
Staying on top of your follow ups
When you need to build trustORWhen the ask is more complex
When you’ve already established trustORWhen the ask is more transactional
Push the thread to the top of your inbox in case of no reply
● Craft a personalized message
Automatically send a series of messages until you get a reply1. Did you get my last message? 2. Thought I’d check in on my note3. Are you still interested? 4. One last try...
Wha
tW
hen
Mixmax Reminders Mixmax Automated follow-ups
How
Will people respond? It depends on their perspective...
Very important
Somewhat important
Not very important
Not great timing
Get creative
Great timing
Perc
eive
d im
porta
nce
Timing
Get creative
Stand out from the crowd
Give your prospect the option to postpone: e.g., insert a poll
Tactic when “timing isn’t great, but topic is important”
Educate your prospect, embed a video or a presentation
Tactic when “great timing, low perceived importance”
Can you automate this?
Yes!
Solution: Mixmax Personalized Sequences
But that’s a topic for another webinar :P
Use templatesUse variables in templates
Use Sequences - Email campaigns -
Rather than