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EXTRAORDINARY INSIGHT

CONVERGENCE READINESS

INC.

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CONVERGENCE READINESS, INC.

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DEVELOPING AN EFFECTIVE EMAIL INTRODUCTION

Lead School Series:

INFORM

INTERACT

COMMUNICATE

CONVERT

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.com Today’s Objectives

● Understand the VALUE of Email Introductions● Open and Click-thru rates

● Improving Email Open and Click-Thru Rates● Subject Line and the First 10 words

● Formatting Your Email● Solution, Subject, Message, Call-2-Action, Signature

● Follow On● Message evolution 1st, 2nd and 3rd contact

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.com Email is Effective 1st Contact Tool

● Email is still one of the most effective ways to reach new customers

● Email as a first outreach will improve your cold calling response rate

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.com Improving Opens and Click-Thru’s

● The Email Subject is YOUR KEY● Keeps you away from SPAM filters● Stands out in a sea of other email

● THE SUBJECT IS THE PRIMARY REASON PEOPLE OPEN EMAIL!

● Go to your inbox right now● Look at the subject of an opened and unopened email

● What is the major difference between the two?● The opened email subject line is RELEVANT to you

● Short and to the point; never ambiguous or sketchy

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.com Start with an Extraordinary Subject

● More Art than Science so here are some guidelines to follow:

● Keep it short – 40 to 50 characters in length● Use a Thesaurus – There are better [more effective] words● Write to your Target – people in different positions use

different [distinctive] words● CEO [Profitable], CFO [Lucrative], CIO [Useful], Sales [Margin

Rich]● Write with Confidence {and in Times New Roman}

● Most books are written in TNR (familiar)● Speak in an active voice● Stay away from “passive” and “SPAM” words

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.com The First 10 Words (After the Subject)

● Many people have an email “preview” screen up in there inbox

● Useful when you want to “browse” through many emails without actually having to open them

Most people stop reading here:

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.com How to Write in 10 words

● Step 1: Write it out in as many words as you think it takes:● Mr. Jones, Application integration is recognized by many

industry analysts as THE strategy to improve operational efficiency

● Step 2: Delete and collapse words● Mr. Jones, Industry analysts agree; App Integration improves

operational efficiency● Step 3: Break out the Thesaurus (and font variables)

● Mr. Jones, Thought leaders agree that Application Integration increases operational efficiency.

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.com How to Write in 10 words

● Step 4: Check your Target● Is the body of the message written in the language spoken by my

target?● CEO – No. Too many technology terms

● Try: Mr. Jones, Make you business more efficient by connecting people to processes● CFO – No. Not enough financial terms

● Try: Mr. Jones, Reduce the expense commonly associated with missed or delayed communications.

● CIO – Yes. Strategic, visionary and RELEVANT● Mr. Jones, Thought leaders agree that Application Integration increases operational

efficiency.

● Step 5: Have someone else READ IT● Two sets of eyes are always better than one

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.com Email Formatting – Your Solution

● Choosing Your Solution● Your email has to be about something

● Too general and overly specific are both bad● Never talk about the product or solution features● More about how it can EFFECT their business in a positive way

● Remember, you are TELLING A STORY● Don’t give away the ending too soon● You must first CAPTURE their attention

● Give them 3rd party references● 2 or 3 Links to reputable web-based articles, blogs, etc. ● Wall Street Journal, NYTimes, CFO.com, etc.

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.com Email Formatting – Your Subject

● Writing Your Subject● Think of this as the TITLE to your story● Make it short and EASY to remember

● Start with your Solution● Example: Application Integration

● Keep your Target in mind● CEO - Connect People to Process● CFO – Reduce Delay Related Expense● CIO – Improve Your Business Efficiency

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.com Email Formatting – Your Message

● Start by making your point● Separate out your main point in its own paragraph

● Mr. Jones, Thought leaders agree that application integration increases operational efficiency. [10 words or less]

● Tell them why you are reaching out● Separate paragraph

● My name is Jim and I came across your company’s name while researching…[keep it short: 2-3 sentences]

● Next, provide reference material● Again, in its own paragraph with hypertext links

● New York Times, CNET and the WSJ research validate the connection between operational efficiency and app integration. [try to keep this to 3 bullets]

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.com Email Formatting – Your Closing & Signature

● End with a Call-2-Action● Firm and professional [and a separate paragraph]

● I invite you take a few days to review the material and I will reach out to you on Wednesday of next week to discuss further. [always end with a future event]

● SignatureJim Sevier, CEOConvergence Readiness, Inc. www.cnvrg.com

949-929-1642

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.com Email Formatting – Follow On

● Your First Email should answer: ● “Why am I reaching out?”

● Answer: “To inform, enlighten and engage.”● Make your scheduled call as promised

● No response? Go to next step● Second Email should answer:

● “Why should we connect?”● Answer: “The content I have is valuable.”

● Make your next scheduled call● Still no response? Go to final step

● Third Email should answer:● “Why am I continuing to reach out?”

● Answer: “Eventually, there will be information that will help you.”

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.com Sample 1st Email Formatting

Subject: Overcoming Mobile Device Security Challenges

Mr. Langstrom, Mobile device security is a proven significant financial industry challenge.

My name is Jim and while doing research on this topic I identified your company as a financial firm supporting the greater Greenville, SC area. Upon deeper research through LinkedIn I was able to locate you as the person who would have a key interest in this topic.

However, before I begin reaching out to you directly, I want to offer to you the following thought provoking links from well-known and respected sources on the subject of mobile device security.

• Forbes.com• New York Times Tech• Smartbrief.com

I understand that your time is valuable but I hope you accept this invitation to begin exchanging information about our firms. I invite you to visit us at Convergence Readiness, Inc. where you can become familiar with the UNIQUE SERVICES we offer our clients in this particular field.

If you are not interested in being contacted further simply reply to this message with the subject “No Interest” and I will remove your name from my research. However, if you are amenable, I invite you take a few days to review this material and I will reach out to you on Wednesday of next week to discuss further.

Jim Sevier, CEO | www.cnvrg.com | 949-929-1642

The Story

The Point

The Why

The Offer

The Future

The Call-2-Action

CONVERGENCE READINESS, INC.

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cnvrg

.com To Learn More…

● This course is offered in a detailed instructor led interactive collaboration environment.

● Participants will be able to ask questions and interact with each other as well as download the presentation and reference materials.

● Please CLICK HERE to set up a meeting to discuss pricing and availability.

● You can also visit my web site www.cnvrg.com and click on the Contact tab at the bottom right