122: Email Prospecting the Right Way w/ Stephen Harlow

March 02, 2022 00:36:50
122: Email Prospecting the Right Way w/ Stephen Harlow
B2B Revenue Acceleration
122: Email Prospecting the Right Way w/ Stephen Harlow

Mar 02 2022 | 00:36:50

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Show Notes

Prospecting email is not designed to get somebody to buy your service or product.

It’s a personalized one-to-one message that does one thing: it shows how you think you can help that business.

In this episode, we speak with Stephen Harlow, Chief Sales Officer at Sopro, about his winning email marketing strategy with a 15% response rate.

Join us as we discuss about email marketing’s goal to start conversations, how to write a short email without fluff but with personalization, the relationship between email and LinkedIn, and optimizing email timing and frequency

Check out these resources we mentioned during the podcast:

The State of Prospecting by Sopro

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, Spotify, or our website.

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Episode Transcript

WEBVTT 1 00:00:00.000 --> 00:00:03.080 If you get half the people open your emails, if fifteen percent of the 2 00:00:03.080 --> 00:00:06.200 people who got sent an email open, that's a hundred and fifty. Applies 3 00:00:06.240 --> 00:00:11.160 our a thousand people. You were listening to be the B Revenue Acceleration, 4 00:00:11.279 --> 00:00:15.960 a podcast dedicated helping software executive stay on the cutting edge of sales and marketing 5 00:00:15.960 --> 00:00:20.160 in their industry. Let's give him the show. Hi, welcome to be 6 00:00:20.239 --> 00:00:24.079 to be a revenue acceleration. My name is on Yamtier and I'm here today 7 00:00:24.079 --> 00:00:27.800 with Steve Harlow, chief sends officer at so pro. Are You doing today? 8 00:00:27.839 --> 00:00:30.000 Stiff, very well, thanks right, thanks to having me on. 9 00:00:30.480 --> 00:00:34.280 Yeah, so that's what pleasure. So today we will be speaking about how 10 00:00:34.320 --> 00:00:39.399 to create successful email marketing compaigns and the benefits of doing so. I said 11 00:00:39.439 --> 00:00:42.600 to you in the preparation of this discipis of the I'm very much shooting forward 12 00:00:42.640 --> 00:00:46.159 to is because I think a lot of people associate emails with an old technique, 13 00:00:46.200 --> 00:00:49.399 but we know it's emails can be an absolute killer to get success. 14 00:00:49.439 --> 00:00:53.119 So hopefully today you shall some tips and get some people to wake up to 15 00:00:53.159 --> 00:00:56.840 the fact that's email marketing is not dead. But if it's, doesn't properly 16 00:00:56.920 --> 00:01:00.640 can actually be successful at a very, very, very small expense. So 17 00:01:00.840 --> 00:01:03.560 yeah, before we get started, would you mind just giving us a little 18 00:01:03.560 --> 00:01:07.560 bit of background as to who you are yourself, Steve, and also the 19 00:01:07.560 --> 00:01:11.879 company, your prison so pro sure, I mean the company backgrounds and stories 20 00:01:11.920 --> 00:01:17.959 a little more interesting the my own main personally, I fell into sales after 21 00:01:18.000 --> 00:01:21.439 doing a degree. It was in, I say, and I thought right, 22 00:01:21.480 --> 00:01:23.719 I want to get out in there, right at the big wide world 23 00:01:23.760 --> 00:01:27.519 of work. Saw A job advert very ambiguous about certain amount of earnings or 24 00:01:27.799 --> 00:01:30.200 just go and find out what that's about. Out and ended up being a 25 00:01:30.200 --> 00:01:37.319 field sales representative, saving businesses money on their telecom bills. So completely different 26 00:01:37.359 --> 00:01:40.879 to what I studied. However, got the bug for sales and have been 27 00:01:40.920 --> 00:01:45.840 in a variety of roles, from seven telecoms, been in a couple of 28 00:01:45.879 --> 00:01:49.560 recruitment firms as well. Soly more three hundred and sixty and it was about 29 00:01:49.680 --> 00:01:56.760 seven years ago that I was probably tested by my brother and his cofounder Ryan 30 00:01:56.959 --> 00:02:00.239 to just drop everything and join them in their new adventure. Being so pro 31 00:02:00.680 --> 00:02:07.040 and I mean start off with I was a little bit reserved and thought do 32 00:02:07.120 --> 00:02:09.120 I want to have the risk of earning nothing to go into a company like 33 00:02:09.159 --> 00:02:13.080 this. But though we know it's worth give it a go. You know 34 00:02:13.120 --> 00:02:15.599 I'm not. It's not like I couldn't go back into another ecroupment role with 35 00:02:15.680 --> 00:02:17.719 it if, if it went wrong. So the the whole idea of so 36 00:02:17.879 --> 00:02:24.560 pro is to take the prospecting side of the sals process and run it in 37 00:02:24.599 --> 00:02:32.960 the most effective efficient way possible. And although we originally started off prospecting Violinkedin, 38 00:02:34.159 --> 00:02:37.759 which is a very familiar now, when we started doing it it wasn't 39 00:02:37.800 --> 00:02:40.120 as prevalent, so you could get some some pretty good results, but it 40 00:02:40.159 --> 00:02:46.439 was already starting to head in a direction of being bit overused and people starting 41 00:02:46.520 --> 00:02:52.000 to not pay as much attention as we always have plans to move are contacting 42 00:02:52.120 --> 00:02:55.759 to email and if you look at a when people talk about email with if 43 00:02:55.800 --> 00:03:01.039 they feel it works or it doesn't work, at that point predominantly it was 44 00:03:01.360 --> 00:03:07.439 another service that a digital marketing company may provide rather than somebody going we know 45 00:03:07.560 --> 00:03:12.680 email and we're going to run this activity the best way possible, which is 46 00:03:12.719 --> 00:03:16.400 all we found it. It's going right. We're going to focus on prospecting, 47 00:03:16.479 --> 00:03:21.879 finding the right people and doing the outreach to start those conversations, not 48 00:03:21.960 --> 00:03:25.719 spread it any further than that. Just become complete experts in that area. 49 00:03:25.800 --> 00:03:30.360 Now when you have a service like as, you're very fortunate because you can 50 00:03:30.439 --> 00:03:34.680 use it to build your own business. So we are our own customers. 51 00:03:34.840 --> 00:03:38.159 We run exactly the same service that we do for our clients for ourselves and 52 00:03:38.199 --> 00:03:42.840 that has enabled us to year on year, double in size. So two 53 00:03:42.840 --> 00:03:46.080 thousand and fifteen there were rob and Ryan. We've now got around about two 54 00:03:46.159 --> 00:03:51.240 hundred and fifty people in the business. Were split across two main officers, 55 00:03:51.319 --> 00:03:54.680 one being in Brighton here in the south of England and the other being in 56 00:03:54.719 --> 00:04:00.240 North Esta. We are this year going to expand and open up a US 57 00:04:00.360 --> 00:04:04.360 office which should be by the beginning of Q two. Hopefully it goes to 58 00:04:04.400 --> 00:04:08.159 plans. So yeah, we want to really start going out to that market 59 00:04:08.199 --> 00:04:11.680 a bit more and we look after and and so over whole range of of 60 00:04:11.759 --> 00:04:15.400 types of businesses. So all be to be. So I'm not going to 61 00:04:15.400 --> 00:04:18.040 touch on any BTC marketing activities, but be to B side where you're doing 62 00:04:18.040 --> 00:04:23.000 business development and outreach. There the sort of clients we work with and the 63 00:04:23.040 --> 00:04:27.079 only other requirements is that a company doesn't have a really niche target market, 64 00:04:27.079 --> 00:04:30.480 you know there's thirty companies they can work with and you don't going to prospect 65 00:04:30.519 --> 00:04:34.720 to them. And when we've had about fifteen to get the master right now, 66 00:04:34.720 --> 00:04:38.759 because it changes all the time. So we're probably about two thousand clients 67 00:04:38.759 --> 00:04:42.600 have started working with us since we begun, with about six hundred fifty active 68 00:04:42.800 --> 00:04:45.759 at the moment. Impressive. That's pretty good. Well, what I mean 69 00:04:45.800 --> 00:04:48.639 there is seemed really good from you. Today's like this tips and best practices. 70 00:04:48.759 --> 00:04:53.920 So you know, what would you say are the top tips and Best 71 00:04:53.959 --> 00:04:59.360 Practices to get the very best out of an email campaign? Basically, sure, 72 00:04:59.519 --> 00:05:01.360 so, when you when people think about anybo our email campaigns, there's 73 00:05:01.360 --> 00:05:05.639 a variety of types of where you could use it. You've got your newsletter 74 00:05:05.759 --> 00:05:13.279 block posts, lead nurturing type emails which you can run via your crm. 75 00:05:13.439 --> 00:05:19.759 The hub spot things like male chimp and they are useful because they keep your 76 00:05:19.759 --> 00:05:25.040 brand and hopefully your name in the mindset of the people you're trying to sell 77 00:05:25.120 --> 00:05:30.639 to. But what we look at are the emails that are there to start 78 00:05:30.639 --> 00:05:34.199 that initial conversation. So potentially going to businesses and people that have never heard 79 00:05:34.240 --> 00:05:41.519 of your organization to introduce and kickstart, hopefully, some sort of relationship. 80 00:05:41.560 --> 00:05:46.040 So we've got huge amount of of data over sending millions of emails over the 81 00:05:46.079 --> 00:05:50.480 last few years that have allowed us to not only get a feel for what 82 00:05:50.560 --> 00:05:55.879 to write, but also when you should send emails, the subject lines you 83 00:05:55.920 --> 00:06:00.680 should use, the length of an email, what types of people respond best, 84 00:06:00.759 --> 00:06:02.279 who's your contact and read of a businesses. So I'll cover a few 85 00:06:02.279 --> 00:06:06.079 of those off now, which will people find quite useful. We have actually 86 00:06:06.120 --> 00:06:12.079 just released a white paper called it's the state of prospecting, which is going 87 00:06:12.160 --> 00:06:14.480 to five years worth of data. Yeah, I mean it did that. 88 00:06:14.600 --> 00:06:17.000 I think they're finally released it last week after a long time in the making, 89 00:06:17.040 --> 00:06:20.319 so I'll get a copy across. But that share somebody inside as well. 90 00:06:20.319 --> 00:06:24.680 But to begin with, if you're if you're trying to contact somebody as 91 00:06:24.800 --> 00:06:28.360 a salus person, you only really have a few options. You have a 92 00:06:28.439 --> 00:06:32.519 social media contact, you've got sending something by post, could try just turning 93 00:06:32.560 --> 00:06:35.600 up physically at their premises, which is not going to happen. You could 94 00:06:35.600 --> 00:06:39.959 pick up the phone or you can send emails that. There aren't really many 95 00:06:40.000 --> 00:06:45.040 other options in terms of outreach. Of course you can make your company interesting 96 00:06:45.079 --> 00:06:47.199 to those businesses of advertising, lots of other campaigns, but in terms of 97 00:06:47.240 --> 00:06:51.800 going out, that's what you're you're restricted to and things like linked in. 98 00:06:51.839 --> 00:06:57.439 They do work. However, if I'm lets you mentioned about the CEO, 99 00:06:57.519 --> 00:07:00.759 I may have a profile on linkedin. Am I going to have it open 100 00:07:00.800 --> 00:07:01.920 all the time? Am I going to pay you a great deal of attention 101 00:07:01.959 --> 00:07:06.519 to the INBOX? Probably not. I don't know why linkedin chose to redesign 102 00:07:06.600 --> 00:07:11.720 their inbox the way it is now, but outbound messages are above in bounds 103 00:07:11.720 --> 00:07:15.319 and it's it's chronological orders. Is Very easy to miss things. So it's 104 00:07:15.360 --> 00:07:18.240 I think it definitely serves a purpose. But if I'm trying to go out 105 00:07:18.319 --> 00:07:25.240 to a senior member of somebody who won't necessarily spend their daytodaytime or something like 106 00:07:25.240 --> 00:07:28.920 Linkedin, in terms of cost and effectiveness, email is is one of the 107 00:07:28.920 --> 00:07:34.319 best ways to do that. We've also noticed that when people talk about the 108 00:07:34.319 --> 00:07:39.800 pandemics of a buzz word, but when it will kicked off a bit in 109 00:07:39.800 --> 00:07:43.600 two thousand and twenty we're in the same boat as everyone else where panic mode's 110 00:07:43.639 --> 00:07:46.639 going to happen, and actually it turned out that our offering is very pandemic 111 00:07:46.680 --> 00:07:51.199 proof. So we had a couple of slower sales months, a few cards 112 00:07:51.199 --> 00:07:56.639 who had to leave, but then from May twenty twenty onwards, absolutely start 113 00:07:56.680 --> 00:08:01.639 a fly again. And if you think about what may transpire in the future, 114 00:08:01.720 --> 00:08:05.279 if more people are not going to be at the same premises like an 115 00:08:05.279 --> 00:08:09.560 office all the time, then therefore, landing in someone's Inbox as and now 116 00:08:09.600 --> 00:08:11.079 where they are, they have on their mobile, haven't a laptop, you 117 00:08:11.160 --> 00:08:15.920 got a much better chance of your outreach getting straight to that person. In 118 00:08:16.040 --> 00:08:20.199 order to think about how you should send your emails. The email is not 119 00:08:20.399 --> 00:08:24.079 designed to get somebody to want to buy your service or buy your product. 120 00:08:24.079 --> 00:08:28.879 It's nothing about that at all. You want to email everybody, ideally with 121 00:08:28.959 --> 00:08:35.399 a very personalized one to one email that shows that you think you can help 122 00:08:35.440 --> 00:08:41.720 that particular business. If you went down the route of writing all those emails 123 00:08:41.759 --> 00:08:43.840 by hand, or not by hand, but you know, typing them in 124 00:08:43.919 --> 00:08:48.759 yourself and putting in personalized information about the business, you will have a very 125 00:08:48.799 --> 00:08:52.399 personalized email. However, when you contact that person, if timing is just 126 00:08:52.440 --> 00:08:56.240 not right, is not going to go into not going to go anyway, 127 00:08:56.320 --> 00:09:01.600 not going to get that conversation. So therefore, you want to recreates that 128 00:09:01.679 --> 00:09:03.960 feeling of one to one emails, but on a slightly more mass basis, 129 00:09:03.960 --> 00:09:07.279 which is which is what we do. So we first off have to find 130 00:09:07.320 --> 00:09:11.360 the right sort of people to contact. We do use linked in for that. 131 00:09:11.440 --> 00:09:15.600 We can find their email addresses through some tech that we've got which you 132 00:09:15.679 --> 00:09:18.519 run through and verify. I would say to people try to avoid buying lists 133 00:09:18.519 --> 00:09:22.360 just because it's very hard to maintain an accurate list and there's good chance you 134 00:09:22.440 --> 00:09:26.200 have out of date details. If you can outsource somebody to build this list 135 00:09:26.240 --> 00:09:31.159 by hand and contact them on pretty soon after you've identified them, that would 136 00:09:31.120 --> 00:09:35.279 be a good thing. But the style of email you want to write, 137 00:09:35.279 --> 00:09:37.840 what's be no more than say, four paragraphs, short paragraphs, and it's 138 00:09:37.879 --> 00:09:43.120 going to be you saying who you are, why you're contacting them, what 139 00:09:43.159 --> 00:09:46.480 you would like to do, which logically the next step is normally grab a 140 00:09:46.480 --> 00:09:50.279 coffee, have a phone call, give them a brief demo and then have 141 00:09:50.440 --> 00:09:54.559 a call to action which is recaffirming. Or can we do this then in 142 00:09:54.919 --> 00:09:58.200 a week's time or at the end of this week. We do also say 143 00:09:58.240 --> 00:10:01.080 about having a bit of of a softener in an email. I know it 144 00:10:01.120 --> 00:10:05.159 sounds a bit cheesey. It's like someone rings you up on it somehow's the 145 00:10:05.200 --> 00:10:07.840 weather. It's easy thing. Yeah, so I hope the day is not 146 00:10:07.919 --> 00:10:13.120 running away too quickly from you. Just just something that breaks up the high 147 00:10:13.279 --> 00:10:18.639 to this is why I'm contacting it. If you can personalize those as well, 148 00:10:18.679 --> 00:10:24.919 that's good. So when we create this short email for the person or 149 00:10:24.919 --> 00:10:28.519 a client of working with, we're always make we'll make sure we strip out 150 00:10:28.519 --> 00:10:33.080 redundant words. I'm sure you've read many CVS in your time and people's personal 151 00:10:33.120 --> 00:10:39.240 statements often contain information about them being dedicated and hard working and punctual. So 152 00:10:39.399 --> 00:10:43.799 examples to back that up. It's just it's just fluff and it doesn't really 153 00:10:43.799 --> 00:10:48.840 add any value. So we take the fluff out of the emails as well. 154 00:10:48.000 --> 00:10:52.200 What are the key benefits, or key one or two benefits and why 155 00:10:52.240 --> 00:10:54.519 you want to speak to them, and that normally can reduce the work out 156 00:10:54.559 --> 00:11:00.480 a bit as well. Simplify the language. Don't try and put anything in 157 00:11:00.559 --> 00:11:03.960 there that people are going to have to read a few times to understand. 158 00:11:03.960 --> 00:11:07.919 How you help people. If you don't have an elevator, pitch form that 159 00:11:09.120 --> 00:11:13.519 before you can start writing these emails. And in case people aren't aware of 160 00:11:13.559 --> 00:11:16.200 the elevator, pitch it to you your ten second explanation of what Your Business 161 00:11:16.240 --> 00:11:20.000 does like if you had to tell somebody what you did whilst you stepped into 162 00:11:20.039 --> 00:11:24.720 an elevator and you were going up. A couple of flaws, so that 163 00:11:24.759 --> 00:11:28.799 the message has to be very stripped down with the subject line. Don't try 164 00:11:28.879 --> 00:11:33.919 and trick people. Sure you see people put fw or Ara and and maybe 165 00:11:33.919 --> 00:11:37.000 it such a bad way to start the relationship. You want to engage reason 166 00:11:37.039 --> 00:11:39.919 we had. The first thing you do is late to me, like pretending 167 00:11:39.919 --> 00:11:43.679 that so you are forlarding something. You're nut. I mean way we do 168 00:11:43.879 --> 00:11:46.799 that, you know, our people put lot stuff in mudges, slipt. 169 00:11:46.919 --> 00:11:48.799 I don't see a nondoconel. The humors get delivered, you know, like 170 00:11:50.159 --> 00:11:52.000 spun fields. I should get rid of that. Will put some image in 171 00:11:52.039 --> 00:11:56.720 your email, right in the data of any men. It's a little bit 172 00:11:56.919 --> 00:12:00.360 strange, but yeah, I've been there, I've Sindos, I've been opening 173 00:12:00.440 --> 00:12:03.879 them and you're art. Okay, it's just straight away it's such a bad 174 00:12:03.440 --> 00:12:07.639 I think he's actually damaging for the brands. Yeah, I have actually started 175 00:12:07.679 --> 00:12:13.840 advocating for a couple of emojis in if I'm emailing back and forth if somebody, 176 00:12:13.039 --> 00:12:18.000 I will sometimes pop an Emoji in the email body, but never subject 177 00:12:18.039 --> 00:12:22.480 line. Yeah, so, yeah, just just because when you read something 178 00:12:24.080 --> 00:12:26.519 that, I could read the same sentence with an angry voice in my head 179 00:12:26.559 --> 00:12:28.480 and a happy voice in my head and actually it could come across a complete 180 00:12:28.480 --> 00:12:31.039 different way. So how I write it is now they read it. Sometimes 181 00:12:31.279 --> 00:12:35.799 a little Emoji, but but anything like that in the subject line is screams 182 00:12:35.840 --> 00:12:39.799 mass marketing and yeah, just just not really ideal. So we tend to 183 00:12:39.879 --> 00:12:45.480 say maybe personalize it with the person's name or the company name and really say 184 00:12:45.519 --> 00:12:48.720 what you want to do, which are right, but that's massive. The 185 00:12:48.799 --> 00:12:52.960 amount of female that are received. Were people are just asking me for fifteen 186 00:12:54.000 --> 00:12:56.279 minutes of my maintain because they've got something to show me and they don't tell 187 00:12:56.360 --> 00:13:01.759 me why. What and why? ME, way, me, what do 188 00:13:01.799 --> 00:13:03.720 you want to show? I mean, why would they know? Than is 189 00:13:03.799 --> 00:13:07.320 the most precious things that I've got. Rightly, way would they give you 190 00:13:07.399 --> 00:13:11.360 fifty us off made am I faith, don't know what on earth you want 191 00:13:11.720 --> 00:13:13.840 and I know what you've got to say, because we've got the same varied 192 00:13:13.919 --> 00:13:16.799 like the seventh duty is shot to the point, couple of bullet point. 193 00:13:16.879 --> 00:13:22.080 Don't get big paragraph, just tell them very quickly. Why them, why 194 00:13:22.240 --> 00:13:24.600 now, and what you would like to do from it. The question that 195 00:13:24.639 --> 00:13:28.840 I've got for you, and I think that's that's the one million dollar question, 196 00:13:28.919 --> 00:13:31.559 and maybe a little bit of US secrets, recip and stuff. Is 197 00:13:31.080 --> 00:13:35.960 Our on earth do you manage to be pertinants, relevant and, and I 198 00:13:37.039 --> 00:13:39.720 mean that's not is a bit easier it at scale. I'll do you. 199 00:13:39.960 --> 00:13:43.840 You know, you said something at that love, which is a if you're 200 00:13:43.919 --> 00:13:46.879 right, the email yourself and you just personalize them, you probably would get 201 00:13:46.919 --> 00:13:50.399 to ten to twenty percent response rate. If you do it, they text 202 00:13:50.480 --> 00:13:54.159 time. It takes a lot of time and if you do at that scale 203 00:13:54.279 --> 00:13:56.519 and you could get that something, even if you get five, six, 204 00:13:56.919 --> 00:14:01.120 two, ten percent response rate, they will be beautiful. So I'll do 205 00:14:01.200 --> 00:14:05.639 you. Guys managed that sort of Putinans or relevants at scale? See you 206 00:14:05.679 --> 00:14:07.759 write. Some of it is a bit of a secret source. But the 207 00:14:07.360 --> 00:14:11.639 what do you talk about? The data interesting. We look at the obvious 208 00:14:11.679 --> 00:14:16.360 decisionmakers, champions and influences, because you're trying to start a conversation with people 209 00:14:16.360 --> 00:14:20.840 that are relevant. Yeah, but what we do with the the data itself? 210 00:14:20.919 --> 00:14:24.360 We do a manual Qa in terms of if we're going to talk about 211 00:14:24.360 --> 00:14:28.080 the company, we look at how the company's written in the data. If 212 00:14:28.120 --> 00:14:33.440 it's Barkeley's Bank Plc, then if I'm writing that email, wouldn't say, 213 00:14:33.480 --> 00:14:35.360 Oh, we want to speak about least bank plc. We write Berkeley as 214 00:14:35.399 --> 00:14:39.559 as the brand name. So we strip out all the the company names and 215 00:14:39.639 --> 00:14:43.159 make sure they're written in a way that would feed into an email. We 216 00:14:43.320 --> 00:14:46.919 think about the industry, and let's say we've got the very static obvious industries. 217 00:14:46.919 --> 00:14:52.320 That over says marketing and advertising. We can shorten that down to probably 218 00:14:52.399 --> 00:14:56.679 just marketing, because advertising go awful. Within that. Information and technology services. 219 00:14:56.720 --> 00:15:01.399 You can shorten that tech and and and we by personalizing all the raw 220 00:15:01.519 --> 00:15:07.879 data, that basic email we've written. We use personalization points. We make 221 00:15:07.960 --> 00:15:11.879 sure they pull through the personalization in a way either just flows in that sentence 222 00:15:11.960 --> 00:15:16.120 and doesn't scream out, as in I'm a parameter that's being filled. I'm 223 00:15:16.159 --> 00:15:18.879 a parameter, and so am I. We have a lot of fail saves 224 00:15:18.879 --> 00:15:22.440 building as well. So we can't send out an email to dear first name. 225 00:15:22.799 --> 00:15:26.080 You know it can't. Our system won't allow that. So it's finding 226 00:15:26.120 --> 00:15:31.080 that balance of writing something that could well be personalized for that individual person. 227 00:15:31.480 --> 00:15:35.039 We try not to be overly assumptive with this is the problem we solve, 228 00:15:35.279 --> 00:15:39.799 because you could talk about generally what you do, but not necessarily we will 229 00:15:39.840 --> 00:15:43.240 solve this for you, because you assuming that they've got that and you got 230 00:15:43.320 --> 00:15:46.840 to tread carefully because if if you say something there's bit to assumptive, the 231 00:15:46.919 --> 00:15:50.799 people that are having a bad day mare be like, well, how do 232 00:15:50.840 --> 00:15:52.120 you know that about me and Ai? It's not. It is rare, 233 00:15:52.200 --> 00:15:56.639 but it happens. But that's really how we make it feel like it's personalize, 234 00:15:56.720 --> 00:16:00.399 because we do put in the information like the industry, the company name. 235 00:16:00.399 --> 00:16:03.960 We might talk about I'll we help other smaller tech businesses because we know 236 00:16:04.039 --> 00:16:07.200 that the head count is one hundred and fifty. We've labeled that as smaller, 237 00:16:07.279 --> 00:16:10.879 or maybe one to ten. We've labeled that two smaller rather than once 238 00:16:11.039 --> 00:16:15.679 ten, and that email that goes through might have six or seven data points, 239 00:16:15.799 --> 00:16:18.840 but doesn't look like that in any way. The person just receives an 240 00:16:18.879 --> 00:16:22.120 email that feels as though somebody has written directly to them. It's that balance 241 00:16:22.279 --> 00:16:27.440 of effort versus being able to get a sensible number of emails out each day. 242 00:16:27.840 --> 00:16:33.240 And I will say that the don't focus too much on that initial intro 243 00:16:33.639 --> 00:16:38.759 email because, although it makes a difference, we have statistically we find over 244 00:16:38.840 --> 00:16:44.240 that, well over the last year anyway, eighty percent of all replies that 245 00:16:44.519 --> 00:16:48.919 came from the prospects back to our clients were from the second, third and 246 00:16:49.200 --> 00:16:53.480 fourth emails that we send out, which are polite nudges on the first one. 247 00:16:53.879 --> 00:16:57.360 So very much the same. Let's say. It's good to take an 248 00:16:57.399 --> 00:17:02.919 internal example. So if you were emailing one of the people that work with 249 00:17:03.080 --> 00:17:06.200 you they hadn't replied in a couple of days, you'd forward it on from 250 00:17:06.240 --> 00:17:10.400 your cent email. So we apply that logic to a cold email as well, 251 00:17:10.519 --> 00:17:12.359 just slightly longer time, spam because you want to be too aggressive, 252 00:17:12.920 --> 00:17:18.839 and with a final email that lets them know I'm going to keep emailing you, 253 00:17:18.880 --> 00:17:21.079 you're not going to hear me here from me for the next six months, 254 00:17:21.880 --> 00:17:23.599 or normally is favored a humor in there and I'll leave it with you. 255 00:17:25.160 --> 00:17:27.640 So, in terms of top tips, get some chaser email set up, 256 00:17:27.720 --> 00:17:32.960 because you will increase the response rate and lead right hugely, because people 257 00:17:33.000 --> 00:17:36.039 don't only reply or not apply from the first email. Miss it, they're 258 00:17:36.079 --> 00:17:37.880 busy, they come think I'll come back to it later, late, never 259 00:17:38.000 --> 00:17:44.279 arrives. But also they might think is this person specifically getting hold of me? 260 00:17:44.480 --> 00:17:48.000 And the chasers actually add more and more human feel, even so more 261 00:17:48.079 --> 00:17:51.440 than the first one. I think. I know, I should at least 262 00:17:51.519 --> 00:17:55.119 let this person know, save them keep emailing me. I've got so many 263 00:17:55.200 --> 00:17:56.680 question for you. I'm going to start with the first one. I'M gonna 264 00:17:56.720 --> 00:18:00.400 try to go crownjically chronologically. was what you which you discuss, but you 265 00:18:00.440 --> 00:18:03.839 mentioned taming the timing of something. Any man. Yes, I think this 266 00:18:04.079 --> 00:18:10.319 is massive right. I remember when I was prospecting, not out of cheekiness, 267 00:18:10.640 --> 00:18:12.880 of trying to be smart or whatever, but they used to kind of 268 00:18:14.000 --> 00:18:17.680 do my email, catch up on this on Sunday night. So I'm always 269 00:18:17.720 --> 00:18:22.160 been a bigger, big big I don't sleep well on Sunday if I don't 270 00:18:22.319 --> 00:18:25.279 know what my weeks look like and I get a little bit of a heads 271 00:18:25.359 --> 00:18:27.200 up and I don't like to start on Monday with a backlog from Friday, 272 00:18:27.680 --> 00:18:30.400 but they never close off my Friday properly, so I need to do a 273 00:18:30.440 --> 00:18:33.720 little bit of look at the weekend. That much maybe a but the evening 274 00:18:33.839 --> 00:18:37.519 was really good, Friday afternoon was fantastic, Monday was a tracious. So 275 00:18:37.119 --> 00:18:41.319 that's my experience from a timing prosperity wizard again giving us all the secret of 276 00:18:41.400 --> 00:18:45.319 soap. Probert. Was the prime time. Well, this is a part 277 00:18:45.440 --> 00:18:49.319 of what we've released in this the state of prospecting. If I was little 278 00:18:49.359 --> 00:18:56.200 holistically, we've often found between ten and eleven am in the morning has overall 279 00:18:56.359 --> 00:19:00.400 produced the best results. But they're definitely aren't nuances within that. So different 280 00:19:00.440 --> 00:19:03.880 industries will have different response times, different seniority's as well, with the better 281 00:19:03.960 --> 00:19:10.000 at different times. The Sunday night thing I've it's been on my mind for 282 00:19:10.039 --> 00:19:15.200 a while in fact, to trial not going out to necessarily everyone at that 283 00:19:15.480 --> 00:19:21.359 time to see, but trying maybe the CEO level of person who might be, 284 00:19:21.920 --> 00:19:23.880 as you say, very busy on a Friday, finish some people. 285 00:19:23.960 --> 00:19:26.880 I was I was going to have to see you. Ever, when I 286 00:19:26.000 --> 00:19:30.240 was prospecting was pure se level prospecting. Never you know. So, yeah, 287 00:19:30.400 --> 00:19:33.359 you're I think, and I think that's a great point. You want 288 00:19:33.359 --> 00:19:38.279 people back. Dead people are blackberries. So we're taking a little away in 289 00:19:38.319 --> 00:19:41.680 ago. But yeah, yeah, so I think that there is. It 290 00:19:41.759 --> 00:19:48.279 would be interesting to see what a Sunday night activity brings. fundingly enough, 291 00:19:48.359 --> 00:19:52.039 you're talking about in France. For my experience, statistically, response rate in 292 00:19:52.519 --> 00:19:57.279 France is lower than other neighboring countries. So that could be the timing of 293 00:19:57.359 --> 00:20:00.039 emails needs to be adjusted. If prospectting in France. You know, you 294 00:20:00.160 --> 00:20:03.640 could have just taught us something about the right time to send emails. But 295 00:20:04.079 --> 00:20:07.160 yeah, the other thing to bear in mind is that a lot of our 296 00:20:07.240 --> 00:20:12.680 clients aren't performing SDR activities or be the our activities in terms of their reliant 297 00:20:12.759 --> 00:20:17.279 on things like Soapo to generate the conversation. So the emails we send out, 298 00:20:17.279 --> 00:20:21.359 they're not normally interspersing them with their own direct phone calls. They're normally 299 00:20:21.480 --> 00:20:25.359 just take the replies and follow up with those. Yeah, respond to declined 300 00:20:25.400 --> 00:20:29.039 as well, but not punctuated with any other activities in the meantime. So, 301 00:20:29.119 --> 00:20:32.640 therefore, where what you were looking out on a more menu basis, 302 00:20:33.359 --> 00:20:37.839 email outside of core hours, because it doesn't matter when it's sent calling and 303 00:20:37.200 --> 00:20:41.519 calling, especially when people are more likely to be in the office and present. 304 00:20:41.079 --> 00:20:45.839 You would prioritize that during the day. But in terms of when we 305 00:20:45.960 --> 00:20:48.359 send emails out, yet the the the mid morning seems to be the the 306 00:20:48.599 --> 00:20:52.200 peak, but that could change as well. Over a timeline to the other 307 00:20:52.279 --> 00:20:55.720 thing that we discuss. He's kind of dead sequence doing when you do it 308 00:20:55.880 --> 00:21:00.519 twelve emails, because I'm raring all sorts of congression rate for getting a response. 309 00:21:00.720 --> 00:21:03.920 Okay, and I'm not talking about the positive response, I'm talking about 310 00:21:03.960 --> 00:21:07.480 the prospecting. You where you are and that means yes, let's meet, 311 00:21:07.960 --> 00:21:11.400 that means interesting, but not now, or that mean we will never meet 312 00:21:11.440 --> 00:21:15.319 because of that rest. Okay, kind of you just to be very to 313 00:21:15.359 --> 00:21:21.559 put some categories you what should be. Was the benchmark, to tell yourselves, 314 00:21:21.640 --> 00:21:23.519 okay, we are run a good campaign. We put in them, 315 00:21:23.599 --> 00:21:26.920 we got the data right, we got the subject lane right, and I 316 00:21:27.039 --> 00:21:30.039 know that's when you do subject plane and on leaf. She gets to do 317 00:21:30.119 --> 00:21:33.359 that as well, but sometimes we do like smaller batch with different subjects to 318 00:21:33.440 --> 00:21:37.279 see what a split test? Yeah, if that's yet, but what would 319 00:21:37.359 --> 00:21:40.319 be a good conversion that you would say to your team? Look, but 320 00:21:40.519 --> 00:21:42.599 on the back we that was a good compaign. But what should we expect 321 00:21:42.839 --> 00:21:48.039 in Tim of percentage of response? So we have our average stance now on 322 00:21:48.119 --> 00:21:51.759 our website. We publish a rolling twelve monthly window. So I could say 323 00:21:51.880 --> 00:21:53.960 those thatts are what you should aim for, but in reality it they're the 324 00:21:55.039 --> 00:21:59.839 average. We've got people performing above and performing below. And if I'm a 325 00:21:59.920 --> 00:22:06.319 company that targets enterprise organizations and I've got a eighteen months our cycle to sell 326 00:22:06.440 --> 00:22:11.440 in very high cost transformational it software or platforms, I'm not going to be 327 00:22:11.519 --> 00:22:17.599 having the same amount of applies to somebody who is contacting smaller businesses and offering 328 00:22:18.079 --> 00:22:23.920 reasonably costed monthly it support or marketing services. So there can be a big 329 00:22:23.960 --> 00:22:29.480 difference. We always try to make sure that each campaign is is somewhere near 330 00:22:29.519 --> 00:22:33.000 the average each or above. We got loads of clients who were way below 331 00:22:33.039 --> 00:22:37.039 average but because of what they do and who they sell to, they're happy 332 00:22:37.079 --> 00:22:41.720 with them. So if I call out the averages we'd expect, you want 333 00:22:41.759 --> 00:22:45.000 to have about fifteen percent of the people uv e mailed replying yeah, which 334 00:22:45.079 --> 00:22:48.359 is the people that have opened. Now our open rates are around about by 335 00:22:48.440 --> 00:22:52.160 the way. That's that's much better. And expectation. So you must have 336 00:22:52.240 --> 00:22:55.039 some things. You Cre thanking Yoursels Boon, which is good. I mean 337 00:22:55.079 --> 00:22:59.160 that's what you do find thing something expectutedly bitter. Well, it starts with 338 00:22:59.240 --> 00:23:03.000 the open so we want fifty percent to open, to get the email opened. 339 00:23:03.119 --> 00:23:06.440 We've talked about, you know, not having emoji stuff in the subject 340 00:23:06.480 --> 00:23:10.039 line, but there's also how you send emails. Eve. Make sure you 341 00:23:10.119 --> 00:23:12.319 domain is fresh, make sure there's no issues with it. That's a whole 342 00:23:12.359 --> 00:23:15.480 nother subject. Won't go on to it, but make sure that you're not 343 00:23:15.640 --> 00:23:18.839 landing a spam. So if you get half the people open your emails, 344 00:23:19.079 --> 00:23:22.160 if fifteen percent of the people who got sent an email open, that's a 345 00:23:22.240 --> 00:23:26.400 hundred and fifty replies out a thousand people. And then, in terms of 346 00:23:26.799 --> 00:23:30.039 of lead rape, there's it's not a black and white scenario in terms of 347 00:23:30.519 --> 00:23:34.119 no, yes, what you get are various degrees of guests through to various 348 00:23:34.119 --> 00:23:38.640 degrees of no. So we have a decline category, which is somebody saying 349 00:23:40.160 --> 00:23:44.160 no, thank you, and then we have people that are at the very 350 00:23:44.319 --> 00:23:47.559 end of the scale, a positive reply where they're just like yeah, let's 351 00:23:47.599 --> 00:23:49.720 have that coffee. You then have people who are yeah, that could be 352 00:23:49.799 --> 00:23:52.119 interesting. I'm in the middle of X Y zed. Let's you know, 353 00:23:52.400 --> 00:23:57.440 cappy to speak in six weeks time. Any sales person will contact our person 354 00:23:57.680 --> 00:24:03.039 and start our conversation. Then you also have, as you mentioned, not 355 00:24:03.240 --> 00:24:07.240 hite for me, but here is Bob who is interested or could be interested. 356 00:24:07.599 --> 00:24:10.160 You tend to find that people don't put you in touch with somebody else 357 00:24:10.200 --> 00:24:14.039 in the business unless there's a reason for it, otherwise they'll become quite unpopular 358 00:24:14.039 --> 00:24:18.359 in the workplace if there is routing cold approaches through to t relopant people. 359 00:24:18.680 --> 00:24:22.839 And so we have an average we call lead right. So those types of 360 00:24:22.920 --> 00:24:26.759 replies around about three and a half to four percent. So that's thirty five 361 00:24:26.119 --> 00:24:30.400 to forty leads. Are the the replies where anyone sales would want to action 362 00:24:30.440 --> 00:24:34.279 them straight away to try and move them to a conversation. Positives pretty much 363 00:24:34.279 --> 00:24:38.119 always conversation deferred. Again, very easy. The referrals. They could present 364 00:24:38.200 --> 00:24:42.119 a slight more of a challenge, but we get we get conversations from declines 365 00:24:42.240 --> 00:24:47.960 because a decline can be a flippant know, without really thinking about it, 366 00:24:48.480 --> 00:24:52.359 or yeah, and quite often it's not a never either, and then you're 367 00:24:52.400 --> 00:24:55.720 right there. There is a sequence, a another question of good polius are 368 00:24:55.759 --> 00:24:59.559 mean emails is just the right balance, because you've gone send them for team 369 00:24:59.599 --> 00:25:00.880 and some people. Are you to do twenty someone's I said, I know, 370 00:25:00.960 --> 00:25:04.640 it's freeze enough. I think you are more on five to seven from 371 00:25:04.680 --> 00:25:07.839 what you are saying. No, no, we we turned to send for 372 00:25:08.279 --> 00:25:12.519 I mean a lot of people talk about touch points between initial to a sale, 373 00:25:14.039 --> 00:25:17.200 whereas, yeah, I mean, I wouldn't try and new contact somebody 374 00:25:17.279 --> 00:25:19.119 twenty type. Whatever's nicety are. Maybe I would. But I think if 375 00:25:19.119 --> 00:25:23.799 you've emailed somebody four times and you know you make sure that the landing it 376 00:25:23.839 --> 00:25:27.039 inboxes, if they've not done anything, but the fourth one not open there 377 00:25:27.119 --> 00:25:30.680 or anything like that, then there's a good chance to if six and seven, 378 00:25:30.720 --> 00:25:32.880 than going to suddenly make them go. Well, now you've emailed me 379 00:25:32.960 --> 00:25:37.680 eight times, I'm interested the fourth emale for whatever the last email is, 380 00:25:37.720 --> 00:25:40.799 whether the our last is a third or fourth or fifth, it always needs 381 00:25:40.839 --> 00:25:42.240 to let the person know that. I don't want to be the person who 382 00:25:42.240 --> 00:25:45.279 irritates you, and that's why you get quand a lot replies from them, 383 00:25:45.279 --> 00:25:48.279 because some people go no, no, it's fine, I've just been busy, 384 00:25:48.519 --> 00:25:51.440 I'm actually interested, or you should let me come back to me an 385 00:25:51.519 --> 00:25:53.680 x amount of time. If they think that they don't need to do anything 386 00:25:53.720 --> 00:25:57.400 because you're just going to keep emailing them every week, then there's no reason 387 00:25:57.440 --> 00:26:02.000 for them to reply because if they are interested but they don't want to do 388 00:26:02.079 --> 00:26:03.799 with it now, they'll go well, I'll just reply when I am so 389 00:26:03.920 --> 00:26:10.079 we put a vast majority of our clients. It's for emails. We space 390 00:26:10.160 --> 00:26:14.599 them about six working days apart. Yeah, sometimes will shrink that if there's 391 00:26:14.640 --> 00:26:17.880 an event and we need to speed up the process slightly. The call to 392 00:26:18.000 --> 00:26:22.799 action of meeting, if you can meet, rather than phone call always is 393 00:26:22.839 --> 00:26:27.240 a much better result. We also see that the controduction of giving varsus taking 394 00:26:29.039 --> 00:26:32.160 is good. You know, so you good to be boin. So look 395 00:26:32.279 --> 00:26:34.880 just I mean, I'm trying to prospect your organization. Quite frankly, you 396 00:26:36.000 --> 00:26:37.799 must be a Fart tres case not being able to speak to anyone. But 397 00:26:37.880 --> 00:26:41.519 here is a gardener reply that I wanted to show with you. Right. 398 00:26:41.759 --> 00:26:45.920 Yeah, and I would interest you in bag to barographs free because we spoke 399 00:26:47.039 --> 00:26:48.279 with one of your culdic six bin. That's when you've got to be tough 400 00:26:48.319 --> 00:26:51.359 context of this day. So your where you are like a be pointing an 401 00:26:51.359 --> 00:26:55.160 account days approach. So again, probably Dick to get sentence to flag that, 402 00:26:55.319 --> 00:26:59.440 but which is pretty much where we we've got there. Sixty gotten the 403 00:26:59.480 --> 00:27:03.119 far crying with you a fir amount. But it's two things. First of 404 00:27:03.160 --> 00:27:06.079 all, we're getting the flipping the pancake that earlier on is when you get 405 00:27:06.119 --> 00:27:08.359 to know. I think this is absolute goal for the sells team. Someone 406 00:27:08.440 --> 00:27:11.720 said no, I want to me to be using. Why? Okay, 407 00:27:11.000 --> 00:27:14.839 and you can go back and that's where you know that personalization that you can 408 00:27:15.000 --> 00:27:18.599 do at its scale. You can then start trade the personalization, say that 409 00:27:18.720 --> 00:27:22.559 person was the role, and then you can really start to almost prepare an 410 00:27:22.599 --> 00:27:26.119 emails and look, with all your respect, and I appreciate your not but 411 00:27:26.079 --> 00:27:30.559 I'm reading this, I'm finding that doing my research and going to I still 412 00:27:30.720 --> 00:27:34.359 convinced that you would benefit from me. But I would appreciate if you tell 413 00:27:34.480 --> 00:27:37.960 me why not and I will leave you alone. But just it from my 414 00:27:38.160 --> 00:27:44.279 own satisfaction and for my own intelligence. Please give me the way. If 415 00:27:44.319 --> 00:27:45.720 you give me the why, I leave you other right, but I just 416 00:27:47.039 --> 00:27:49.240 can't see why not. Why not now whatever? So obviously do that in 417 00:27:49.279 --> 00:27:52.240 the polite way. Coming back on the on the other thing I think the 418 00:27:52.519 --> 00:27:59.039 giving people are so much is the people are sending emails. Sometimes tend to 419 00:27:59.119 --> 00:28:03.440 be very selfish. They want your time. But sometimes you could do emails, 420 00:28:03.519 --> 00:28:07.559 and particularly when you start an email by giving information or sharing against to 421 00:28:07.640 --> 00:28:08.799 this or just say well, look, we've done that, or we've been 422 00:28:08.880 --> 00:28:12.200 trying to contact you of all the fulness, been extremely unsuccessful, so we 423 00:28:12.279 --> 00:28:15.559 went on to social media. Still Not in your response. So I am 424 00:28:15.599 --> 00:28:18.920 selling you a good or demail. This is the piece of information I want 425 00:28:18.960 --> 00:28:22.960 you to get your wrong. Okay. This is why we think you should 426 00:28:22.960 --> 00:28:26.160 meet with us now, and this is the value that people companies of your 427 00:28:26.240 --> 00:28:30.559 size pretty much get from working with company like us. Okay, so if 428 00:28:30.640 --> 00:28:34.799 that stopped moving the needle, fine, just a means not going to move 429 00:28:34.839 --> 00:28:37.119 the email at all. I'm not interested. But I'd like to get to 430 00:28:37.200 --> 00:28:41.400 communication. And often what we tend to do, also when we don't get 431 00:28:41.559 --> 00:28:45.319 response, but we try to get response to categorizes, which some people like 432 00:28:45.440 --> 00:28:47.480 don't like you to send the sort of okay, tell me what it is. 433 00:28:47.640 --> 00:28:51.559 Is it one you will never meet with us to you just don't have 434 00:28:51.720 --> 00:28:56.039 the time. stree. You still don't't knowsand what I'm talking about for you 435 00:28:56.200 --> 00:29:00.519 work with a competitoror what it light is and people what's very annoying and receive 436 00:29:00.559 --> 00:29:03.680 emails and I just don't. I just delete them. These people's out just 437 00:29:03.799 --> 00:29:07.200 wanted to buy my email up. Just wanted to buy my email up. 438 00:29:07.240 --> 00:29:08.960 I still don't know what you want from me. There were some extreme I 439 00:29:10.079 --> 00:29:12.880 saying just any may and that's kind of leading me to the next question I 440 00:29:12.960 --> 00:29:15.640 want to ask you, which is, what are the things to avoid? 441 00:29:15.799 --> 00:29:19.160 What are the things that you think really piece of people with emails, because, 442 00:29:19.559 --> 00:29:22.319 let's you must be receiving emails, you must be like me. You 443 00:29:22.400 --> 00:29:26.440 must have emailed company emailing you to do email for you. I've got legeneration 444 00:29:26.559 --> 00:29:32.319 company culling me every day to send me Lee generation. So clearly that that 445 00:29:32.400 --> 00:29:34.759 they is not fright. But what other things to avoid? That you think 446 00:29:34.880 --> 00:29:41.279 is absolutely outrageous and could cost us a little bit of brain reputation. Yeah, 447 00:29:41.400 --> 00:29:45.440 so, because we feel like we do this activity so well. When 448 00:29:45.480 --> 00:29:48.599 I receive emails, I normally just giving in my head a critique of what 449 00:29:48.720 --> 00:29:53.839 they've what they've done and things put me off, and we advise against are 450 00:29:55.000 --> 00:29:57.200 a list of bullet points, because it then starts to look too much like 451 00:29:57.839 --> 00:30:03.319 it's a market in brochure, which you don't want. Just random bold parts 452 00:30:03.359 --> 00:30:07.920 of the email highlighting what they think is going to draw my attention into it. 453 00:30:07.240 --> 00:30:12.400 It's just going to irritate me. Where there's lots of times where they've 454 00:30:12.519 --> 00:30:17.359 not got a name or something. It's just deer and they haven't even put 455 00:30:17.640 --> 00:30:22.160 that who you are. And Yeah, there are some chases that just get 456 00:30:22.200 --> 00:30:26.319 you back up rather than make you think I'll, I'll get in touch with 457 00:30:26.359 --> 00:30:29.440 the person, like what you're saying. You know, I haven't. I 458 00:30:29.519 --> 00:30:33.240 didn't hear back, you know, and the giving a certain amount of reasons. 459 00:30:33.680 --> 00:30:36.079 No, it's if it's different, saying I haven't heard back yet, 460 00:30:37.160 --> 00:30:40.680 and sit nuce, you're saying as I haven't heard back yet, I just 461 00:30:40.839 --> 00:30:44.240 thought, you know, I would give you a you know, an John 462 00:30:44.319 --> 00:30:45.799 this and then you give up another bit of value. You say no, 463 00:30:45.920 --> 00:30:48.599 we really feel like we could benefit exited in this area. So let me 464 00:30:48.680 --> 00:30:52.279 know. Be Available for a for a chat. You just say, as 465 00:30:52.319 --> 00:30:55.119 you mentioned having a bag put into the top of your email. You know 466 00:30:55.279 --> 00:31:00.400 who are you. So it's it's too if it's too in personal, if 467 00:31:00.480 --> 00:31:03.599 it's full of if it doesn't look like somebody's open up outlook or Gmail of 468 00:31:03.680 --> 00:31:07.480 the sent it to me. I don't like that. Images again, that's 469 00:31:07.519 --> 00:31:11.279 a big no. No, you don't have a load of images. Probably 470 00:31:11.359 --> 00:31:14.880 link on of the graces off. I spend fewtiles and you normally have a 471 00:31:15.200 --> 00:31:17.880 link in your signature, but not like a link in the body. But 472 00:31:17.960 --> 00:31:19.599 that's another thing. I get a lot of emails with no signature and I'm 473 00:31:19.680 --> 00:31:23.799 thinking what you are you? Yeah, it's a are you even a business? 474 00:31:23.880 --> 00:31:29.200 And I'm probably talking more about the really bad style prospecting emails, but 475 00:31:29.319 --> 00:31:32.599 make sure you got your signature and you know those. Yeah, it doesn't 476 00:31:32.599 --> 00:31:36.880 look like a legitimate company in the slightest, and they could be that you 477 00:31:37.000 --> 00:31:40.640 just haven't put sit in there forever. You using to send your emails out 478 00:31:40.720 --> 00:31:45.519 from. Yeah, makes sense. Look really, I mean I could go 479 00:31:45.640 --> 00:31:48.720 on and I've got so many questions. I will stop the bullet point because 480 00:31:48.759 --> 00:31:51.400 I saw the bullet point was a good way to read them. I like 481 00:31:51.519 --> 00:31:53.200 to really put it. Put Me to in there. Maybe a couple, 482 00:31:53.640 --> 00:31:56.960 I don't know. Yeah, I will try without but I think the thing 483 00:31:57.000 --> 00:32:01.279 that is important is none of those tactics should be seen as the as the 484 00:32:01.319 --> 00:32:06.200 scene of bullet let's question that I've got for you, which is probably where 485 00:32:06.200 --> 00:32:09.240 we should have started, is is that a privacy lose? Who the elephants 486 00:32:09.279 --> 00:32:13.839 in the room? The GDPR eat privacy? I I don't want to steal 487 00:32:13.920 --> 00:32:17.279 offender here, so I'm gonna let you just can you clarify what on else 488 00:32:17.440 --> 00:32:22.920 is going on to audience, because I think people get really conscious between the 489 00:32:22.000 --> 00:32:27.160 two? You speak about personalized email. So any man coming from someone who 490 00:32:27.160 --> 00:32:30.599 else shoes, you know, sending a guess, a blankets email that goes 491 00:32:30.599 --> 00:32:34.480 two thousands of people except tracks and trust. So can you just tell us 492 00:32:34.960 --> 00:32:38.440 what's right what's wrong from a data low privacy perspective? On the table of 493 00:32:38.480 --> 00:32:45.119 the ser the the challenge that everyone is having is that there's very few places 494 00:32:45.200 --> 00:32:47.680 where it's black and white. A lot of the places it's you should do 495 00:32:47.839 --> 00:32:52.079 this. You should have reasonable. But the first thing to take away is 496 00:32:52.119 --> 00:32:57.079 that GDP are isn't said, there'sn'tlet to govern where you whether you can send 497 00:32:57.119 --> 00:33:04.880 an email to somebody. It's about pot acting people's private data from being used 498 00:33:04.960 --> 00:33:08.960 in ways that they don't want it to be used, and things like your 499 00:33:09.000 --> 00:33:14.240 personally mail address, your home address, your phone number. Now these are 500 00:33:14.319 --> 00:33:20.240 very identifiable pieces of information. Your job title, your name if you're on 501 00:33:20.319 --> 00:33:23.680 something Linkedin, and your business email address. Yes, their PII, but 502 00:33:23.839 --> 00:33:30.880 actually do they cause a significant risk to your your your person if somebody has 503 00:33:30.960 --> 00:33:35.839 that information? Not Really. But either way, you've devour is about how 504 00:33:35.880 --> 00:33:39.799 did you acquire it? Why are you processing it? And the massive open 505 00:33:39.880 --> 00:33:45.000 hole for people to process data like the business email address is legitimate interests. 506 00:33:45.480 --> 00:33:49.839 So that's why I am sending you this email. The privacy rules around whether 507 00:33:49.880 --> 00:33:53.079 you can send an email. We use a traffic light sort of system where 508 00:33:53.079 --> 00:33:57.359 there are some countries that are like absolutely, you should not, some countries 509 00:33:57.400 --> 00:33:59.599 where they go, no problem at all, and some country use that, 510 00:33:59.680 --> 00:34:02.319 they go. Know you you shouldn't send emails, but they don't make it 511 00:34:02.480 --> 00:34:07.960 explicit between be to be and BTC. So in the UK it's completely green 512 00:34:08.159 --> 00:34:13.440 in the US, although they have to bear in mind things like Youdpr it's 513 00:34:13.800 --> 00:34:16.960 can spam. I know there are some strict of trick regulations in California, 514 00:34:17.000 --> 00:34:21.360 for example, but it's now we've done the back end work to allow us 515 00:34:21.400 --> 00:34:24.719 to comply with those rules. So we're not experts. What we've got an 516 00:34:24.719 --> 00:34:28.280 Expertin House, but I'm not going to go to the details of that. 517 00:34:28.440 --> 00:34:30.559 Just assume that for the majority to it the US, as long as you 518 00:34:31.079 --> 00:34:34.920 don't keep emailing people, you give them a clear opt out, it's fine. 519 00:34:35.599 --> 00:34:38.679 And then around Europe there are like Sweden is the same as the UK. 520 00:34:38.800 --> 00:34:44.719 I think Frances, but all the red countries are pasted like like Germany, 521 00:34:44.800 --> 00:34:47.360 Austria and Switzerland, where they're just like ler. You can't do it. 522 00:34:47.400 --> 00:34:52.920 It's quite clear. However, I am we have never seen a single 523 00:34:53.480 --> 00:34:58.400 instance of anyone who sent some be to be emails, whether they were marketing 524 00:34:58.440 --> 00:35:01.559 or one unto one or whatever, being looked at or anything happening with the 525 00:35:01.599 --> 00:35:08.280 regulator, because ultimately that's not particularly interesting to them and we're if you email 526 00:35:08.320 --> 00:35:13.360 tenzero people and three people said I didn't want to receive an email. Nothing 527 00:35:13.480 --> 00:35:15.599 is really going to come with that. Now we can't say that a hundred 528 00:35:15.599 --> 00:35:19.760 percent nothing would come of it, because you never know, but there's no 529 00:35:19.880 --> 00:35:22.199 evidence for it. So if you're if you're looking at any of this in 530 00:35:22.239 --> 00:35:25.679 the balanced way, if you do one to one outbound emails, marketing laws 531 00:35:25.719 --> 00:35:30.679 aren't designed to stop sales people from functioning now. They don't want people to 532 00:35:30.719 --> 00:35:32.519 feel they can't send an email to somebody and have to get their permission. 533 00:35:32.920 --> 00:35:37.199 So it's just about being respectful and if you send an email or somebody doesn't 534 00:35:37.239 --> 00:35:40.440 want to receive it, don't email them again. Keep a lock who doesn't 535 00:35:40.440 --> 00:35:45.079 want to be emailed. If you are concerned, just avoid. You doing 536 00:35:45.159 --> 00:35:50.000 it in countries like Germany, Switzerland and Austria, but every else. We 537 00:35:50.119 --> 00:35:52.880 know we prospect all over the world and we're doing it at a much larger 538 00:35:52.920 --> 00:35:57.519 scale than our clients because we're doing our behalf of hundreds of clients and we 539 00:35:57.960 --> 00:36:00.519 have issues because if, for somebody says I don't want to be emailed, 540 00:36:00.599 --> 00:36:05.039 you just don't email them again. You tell them how you got the information, 541 00:36:05.480 --> 00:36:07.280 provide them with that and say yeah, we'll make sure you removed and 542 00:36:07.360 --> 00:36:10.239 then that's it. But it was an absolute pleasure to obvious team on the 543 00:36:10.280 --> 00:36:15.679 show today. Having great I think we need to organization on but two sounds 544 00:36:15.719 --> 00:36:19.519 like a dig into a little bit more stuff, and also I'd like to 545 00:36:19.639 --> 00:36:22.239 you know we just make sure that we should speak to you to see how 546 00:36:22.280 --> 00:36:23.559 we could walk together, so you know, you guys can help us to 547 00:36:23.599 --> 00:36:27.559 get about our response to it, because we definitely are getting any add fifteen 548 00:36:27.599 --> 00:36:30.000 person right now. So I guess was a pleasure having on the show. 549 00:36:30.119 --> 00:36:35.760 Thanks so much for your ord inside. That shows us today Brillam thank yes, 550 00:36:36.119 --> 00:36:40.519 like it's a you've been listening to bedb revenue acceleration. To ensure that 551 00:36:40.599 --> 00:36:45.440 you never miss an episode, subscribe to the show in your favorite podcast player. 552 00:36:45.000 --> 00:36:47.320 Thank you so much for listening. Until next time.

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