Email Defense & Offense Strategies

13,678 5

>

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

““

FREE gi0:Receive 3 free months on any plan h]ps://mixmax.com/limited25

Receive a $25 credit when you sign up through this link: h]ps://www.sanebox.com/defenseoffense

Amazon eBook best seller h]p://bit.ly/sanebox100hacks

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