Episode Transcript
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If you get half the people open
your emails, if fifteen percent of the
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people who got sent an email open, that's a hundred and fifty. Applies
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our a thousand people. You were
listening to be the B Revenue Acceleration,
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a podcast dedicated helping software executive stay
on the cutting edge of sales and marketing
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in their industry. Let's give him
the show. Hi, welcome to be
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to be a revenue acceleration. My
name is on Yamtier and I'm here today
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with Steve Harlow, chief sends officer
at so pro. Are You doing today?
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Stiff, very well, thanks right, thanks to having me on.
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Yeah, so that's what pleasure.
So today we will be speaking about how
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to create successful email marketing compaigns and
the benefits of doing so. I said
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to you in the preparation of this
discipis of the I'm very much shooting forward
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to is because I think a lot
of people associate emails with an old technique,
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but we know it's emails can be
an absolute killer to get success.
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So hopefully today you shall some tips
and get some people to wake up to
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the fact that's email marketing is not
dead. But if it's, doesn't properly
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can actually be successful at a very, very, very small expense. So
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yeah, before we get started,
would you mind just giving us a little
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bit of background as to who you
are yourself, Steve, and also the
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company, your prison so pro sure, I mean the company backgrounds and stories
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a little more interesting the my own
main personally, I fell into sales after
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doing a degree. It was in, I say, and I thought right,
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I want to get out in there, right at the big wide world
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of work. Saw A job advert
very ambiguous about certain amount of earnings or
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just go and find out what that's
about. Out and ended up being a
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field sales representative, saving businesses money
on their telecom bills. So completely different
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to what I studied. However,
got the bug for sales and have been
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in a variety of roles, from
seven telecoms, been in a couple of
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recruitment firms as well. Soly more
three hundred and sixty and it was about
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seven years ago that I was probably
tested by my brother and his cofounder Ryan
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to just drop everything and join them
in their new adventure. Being so pro
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and I mean start off with I
was a little bit reserved and thought do
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I want to have the risk of
earning nothing to go into a company like
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this. But though we know it's
worth give it a go. You know
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I'm not. It's not like I
couldn't go back into another ecroupment role with
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it if, if it went wrong. So the the whole idea of so
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pro is to take the prospecting side
of the sals process and run it in
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the most effective efficient way possible.
And although we originally started off prospecting Violinkedin,
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which is a very familiar now,
when we started doing it it wasn't
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as prevalent, so you could get
some some pretty good results, but it
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was already starting to head in a
direction of being bit overused and people starting
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to not pay as much attention as
we always have plans to move are contacting
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to email and if you look at
a when people talk about email with if
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they feel it works or it doesn't
work, at that point predominantly it was
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another service that a digital marketing company
may provide rather than somebody going we know
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email and we're going to run this
activity the best way possible, which is
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all we found it. It's going
right. We're going to focus on prospecting,
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finding the right people and doing the
outreach to start those conversations, not
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spread it any further than that.
Just become complete experts in that area.
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Now when you have a service like
as, you're very fortunate because you can
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use it to build your own business. So we are our own customers.
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We run exactly the same service that
we do for our clients for ourselves and
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that has enabled us to year on
year, double in size. So two
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thousand and fifteen there were rob and
Ryan. We've now got around about two
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hundred and fifty people in the business. Were split across two main officers,
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one being in Brighton here in the
south of England and the other being in
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North Esta. We are this year
going to expand and open up a US
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office which should be by the beginning
of Q two. Hopefully it goes to
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plans. So yeah, we want
to really start going out to that market
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a bit more and we look after
and and so over whole range of of
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types of businesses. So all be
to be. So I'm not going to
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touch on any BTC marketing activities,
but be to B side where you're doing
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business development and outreach. There the
sort of clients we work with and the
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only other requirements is that a company
doesn't have a really niche target market,
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you know there's thirty companies they can
work with and you don't going to prospect
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to them. And when we've had
about fifteen to get the master right now,
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because it changes all the time.
So we're probably about two thousand clients
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have started working with us since we
begun, with about six hundred fifty active
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at the moment. Impressive. That's
pretty good. Well, what I mean
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there is seemed really good from you. Today's like this tips and best practices.
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So you know, what would you
say are the top tips and Best
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Practices to get the very best out
of an email campaign? Basically, sure,
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so, when you when people think
about anybo our email campaigns, there's
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a variety of types of where you
could use it. You've got your newsletter
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block posts, lead nurturing type emails
which you can run via your crm.
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The hub spot things like male chimp
and they are useful because they keep your
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brand and hopefully your name in the
mindset of the people you're trying to sell
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to. But what we look at
are the emails that are there to start
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that initial conversation. So potentially going
to businesses and people that have never heard
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of your organization to introduce and kickstart, hopefully, some sort of relationship.
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So we've got huge amount of of
data over sending millions of emails over the
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last few years that have allowed us
to not only get a feel for what
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to write, but also when you
should send emails, the subject lines you
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should use, the length of an
email, what types of people respond best,
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who's your contact and read of a
businesses. So I'll cover a few
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of those off now, which will
people find quite useful. We have actually
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just released a white paper called it's
the state of prospecting, which is going
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to five years worth of data.
Yeah, I mean it did that.
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I think they're finally released it last
week after a long time in the making,
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so I'll get a copy across.
But that share somebody inside as well.
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But to begin with, if you're
if you're trying to contact somebody as
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a salus person, you only really
have a few options. You have a
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social media contact, you've got sending
something by post, could try just turning
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up physically at their premises, which
is not going to happen. You could
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pick up the phone or you can
send emails that. There aren't really many
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other options in terms of outreach.
Of course you can make your company interesting
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to those businesses of advertising, lots
of other campaigns, but in terms of
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going out, that's what you're you're
restricted to and things like linked in.
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They do work. However, if
I'm lets you mentioned about the CEO,
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I may have a profile on linkedin. Am I going to have it open
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all the time? Am I going
to pay you a great deal of attention
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to the INBOX? Probably not.
I don't know why linkedin chose to redesign
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their inbox the way it is now, but outbound messages are above in bounds
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and it's it's chronological orders. Is
Very easy to miss things. So it's
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I think it definitely serves a purpose. But if I'm trying to go out
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to a senior member of somebody who
won't necessarily spend their daytodaytime or something like
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Linkedin, in terms of cost and
effectiveness, email is is one of the
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best ways to do that. We've
also noticed that when people talk about the
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pandemics of a buzz word, but
when it will kicked off a bit in
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two thousand and twenty we're in the
same boat as everyone else where panic mode's
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going to happen, and actually it
turned out that our offering is very pandemic
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proof. So we had a couple
of slower sales months, a few cards
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who had to leave, but then
from May twenty twenty onwards, absolutely start
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a fly again. And if you
think about what may transpire in the future,
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if more people are not going to
be at the same premises like an
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office all the time, then therefore, landing in someone's Inbox as and now
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where they are, they have on
their mobile, haven't a laptop, you
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got a much better chance of your
outreach getting straight to that person. In
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order to think about how you should
send your emails. The email is not
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designed to get somebody to want to
buy your service or buy your product.
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It's nothing about that at all.
You want to email everybody, ideally with
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a very personalized one to one email
that shows that you think you can help
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that particular business. If you went
down the route of writing all those emails
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by hand, or not by hand, but you know, typing them in
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yourself and putting in personalized information about
the business, you will have a very
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personalized email. However, when you
contact that person, if timing is just
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not right, is not going to
go into not going to go anyway,
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not going to get that conversation.
So therefore, you want to recreates that
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feeling of one to one emails,
but on a slightly more mass basis,
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which is which is what we do. So we first off have to find
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the right sort of people to contact. We do use linked in for that.
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We can find their email addresses through
some tech that we've got which you
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run through and verify. I would
say to people try to avoid buying lists
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just because it's very hard to maintain
an accurate list and there's good chance you
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have out of date details. If
you can outsource somebody to build this list
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by hand and contact them on pretty
soon after you've identified them, that would
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be a good thing. But the
style of email you want to write,
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what's be no more than say,
four paragraphs, short paragraphs, and it's
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going to be you saying who you
are, why you're contacting them, what
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you would like to do, which
logically the next step is normally grab a
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coffee, have a phone call,
give them a brief demo and then have
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a call to action which is recaffirming. Or can we do this then in
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a week's time or at the end
of this week. We do also say
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about having a bit of of a
softener in an email. I know it
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sounds a bit cheesey. It's like
someone rings you up on it somehow's the
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weather. It's easy thing. Yeah, so I hope the day is not
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running away too quickly from you.
Just just something that breaks up the high
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to this is why I'm contacting it. If you can personalize those as well,
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that's good. So when we create
this short email for the person or
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a client of working with, we're
always make we'll make sure we strip out
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redundant words. I'm sure you've read
many CVS in your time and people's personal
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statements often contain information about them being
dedicated and hard working and punctual. So
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examples to back that up. It's
just it's just fluff and it doesn't really
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add any value. So we take
the fluff out of the emails as well.
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What are the key benefits, or
key one or two benefits and why
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you want to speak to them,
and that normally can reduce the work out
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a bit as well. Simplify the
language. Don't try and put anything in
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there that people are going to have
to read a few times to understand.
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How you help people. If you
don't have an elevator, pitch form that
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before you can start writing these emails. And in case people aren't aware of
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the elevator, pitch it to you
your ten second explanation of what Your Business
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does like if you had to tell
somebody what you did whilst you stepped into
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an elevator and you were going up. A couple of flaws, so that
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the message has to be very stripped
down with the subject line. Don't try
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and trick people. Sure you see
people put fw or Ara and and maybe
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it such a bad way to start
the relationship. You want to engage reason
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we had. The first thing you
do is late to me, like pretending
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that so you are forlarding something.
You're nut. I mean way we do
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that, you know, our people
put lot stuff in mudges, slipt.
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I don't see a nondoconel. The
humors get delivered, you know, like
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spun fields. I should get rid
of that. Will put some image in
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your email, right in the data
of any men. It's a little bit
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strange, but yeah, I've been
there, I've Sindos, I've been opening
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them and you're art. Okay,
it's just straight away it's such a bad
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I think he's actually damaging for the
brands. Yeah, I have actually started
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advocating for a couple of emojis in
if I'm emailing back and forth if somebody,
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I will sometimes pop an Emoji in
the email body, but never subject
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line. Yeah, so, yeah, just just because when you read something
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that, I could read the same
sentence with an angry voice in my head
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and a happy voice in my head
and actually it could come across a complete
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different way. So how I write
it is now they read it. Sometimes
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a little Emoji, but but anything
like that in the subject line is screams
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mass marketing and yeah, just just
not really ideal. So we tend to
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say maybe personalize it with the person's
name or the company name and really say
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what you want to do, which
are right, but that's massive. The
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amount of female that are received.
Were people are just asking me for fifteen
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minutes of my maintain because they've got
something to show me and they don't tell
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me why. What and why?
ME, way, me, what do
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you want to show? I mean, why would they know? Than is
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the most precious things that I've got. Rightly, way would they give you
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fifty us off made am I faith, don't know what on earth you want
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and I know what you've got to
say, because we've got the same varied
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like the seventh duty is shot to
the point, couple of bullet point.
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Don't get big paragraph, just tell
them very quickly. Why them, why
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now, and what you would like
to do from it. The question that
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I've got for you, and I
think that's that's the one million dollar question,
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and maybe a little bit of US
secrets, recip and stuff. Is
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Our on earth do you manage to
be pertinants, relevant and, and I
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mean that's not is a bit easier
it at scale. I'll do you.
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You know, you said something at
that love, which is a if you're
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right, the email yourself and you
just personalize them, you probably would get
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to ten to twenty percent response rate. If you do it, they text
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time. It takes a lot of
time and if you do at that scale
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and you could get that something,
even if you get five, six,
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two, ten percent response rate,
they will be beautiful. So I'll do
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you. Guys managed that sort of
Putinans or relevants at scale? See you
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write. Some of it is a
bit of a secret source. But the
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what do you talk about? The
data interesting. We look at the obvious
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decisionmakers, champions and influences, because
you're trying to start a conversation with people
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that are relevant. Yeah, but
what we do with the the data itself?
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We do a manual Qa in terms
of if we're going to talk about
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the company, we look at how
the company's written in the data. If
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it's Barkeley's Bank Plc, then if
I'm writing that email, wouldn't say,
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Oh, we want to speak about
least bank plc. We write Berkeley as
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as the brand name. So we
strip out all the the company names and
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make sure they're written in a way
that would feed into an email. We
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think about the industry, and let's
say we've got the very static obvious industries.
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That over says marketing and advertising.
We can shorten that down to probably
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just marketing, because advertising go awful. Within that. Information and technology services.
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You can shorten that tech and and
and we by personalizing all the raw
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data, that basic email we've written. We use personalization points. We make
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sure they pull through the personalization in
a way either just flows in that sentence
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and doesn't scream out, as in
I'm a parameter that's being filled. I'm
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a parameter, and so am I. We have a lot of fail saves
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building as well. So we can't
send out an email to dear first name.
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You know it can't. Our system
won't allow that. So it's finding
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that balance of writing something that could
well be personalized for that individual person.
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We try not to be overly assumptive
with this is the problem we solve,
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because you could talk about generally what
you do, but not necessarily we will
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solve this for you, because you
assuming that they've got that and you got
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to tread carefully because if if you
say something there's bit to assumptive, the
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people that are having a bad day
mare be like, well, how do
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you know that about me and Ai? It's not. It is rare,
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but it happens. But that's really
how we make it feel like it's personalize,
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because we do put in the information
like the industry, the company name.
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We might talk about I'll we help
other smaller tech businesses because we know
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that the head count is one hundred
and fifty. We've labeled that as smaller,
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or maybe one to ten. We've
labeled that two smaller rather than once
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ten, and that email that goes
through might have six or seven data points,
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but doesn't look like that in any
way. The person just receives an
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email that feels as though somebody has
written directly to them. It's that balance
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of effort versus being able to get
a sensible number of emails out each day.
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And I will say that the don't
focus too much on that initial intro
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email because, although it makes a
difference, we have statistically we find over
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that, well over the last year
anyway, eighty percent of all replies that
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came from the prospects back to our
clients were from the second, third and
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fourth emails that we send out,
which are polite nudges on the first one.
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So very much the same. Let's
say. It's good to take an
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internal example. So if you were
emailing one of the people that work with
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you they hadn't replied in a couple
of days, you'd forward it on from
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your cent email. So we apply
that logic to a cold email as well,
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just slightly longer time, spam because
you want to be too aggressive,
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and with a final email that lets
them know I'm going to keep emailing you,
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you're not going to hear me here
from me for the next six months,
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or normally is favored a humor in
there and I'll leave it with you.
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So, in terms of top tips, get some chaser email set up,
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because you will increase the response rate
and lead right hugely, because people
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don't only reply or not apply from
the first email. Miss it, they're
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busy, they come think I'll come
back to it later, late, never
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arrives. But also they might think
is this person specifically getting hold of me?
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And the chasers actually add more and
more human feel, even so more
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than the first one. I think. I know, I should at least
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let this person know, save them
keep emailing me. I've got so many
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question for you. I'm going to
start with the first one. I'M gonna
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try to go crownjically chronologically. was
what you which you discuss, but you
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mentioned taming the timing of something.
Any man. Yes, I think this
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is massive right. I remember when
I was prospecting, not out of cheekiness,
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of trying to be smart or whatever, but they used to kind of
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do my email, catch up on
this on Sunday night. So I'm always
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been a bigger, big big I
don't sleep well on Sunday if I don't
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know what my weeks look like and
I get a little bit of a heads
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up and I don't like to start
on Monday with a backlog from Friday,
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but they never close off my Friday
properly, so I need to do a
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little bit of look at the weekend. That much maybe a but the evening
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was really good, Friday afternoon was
fantastic, Monday was a tracious. So
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that's my experience from a timing prosperity
wizard again giving us all the secret of
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soap. Probert. Was the prime
time. Well, this is a part
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of what we've released in this the
state of prospecting. If I was little
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holistically, we've often found between ten
and eleven am in the morning has overall
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produced the best results. But they're
definitely aren't nuances within that. So different
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industries will have different response times,
different seniority's as well, with the better
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at different times. The Sunday night
thing I've it's been on my mind for
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a while in fact, to trial
not going out to necessarily everyone at that
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time to see, but trying maybe
the CEO level of person who might be,
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as you say, very busy on
a Friday, finish some people.
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I was I was going to have
to see you. Ever, when I
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was prospecting was pure se level prospecting. Never you know. So, yeah,
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you're I think, and I think
that's a great point. You want
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people back. Dead people are blackberries. So we're taking a little away in
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ago. But yeah, yeah,
so I think that there is. It
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would be interesting to see what a
Sunday night activity brings. fundingly enough,
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you're talking about in France. For
my experience, statistically, response rate in
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France is lower than other neighboring countries. So that could be the timing of
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emails needs to be adjusted. If
prospectting in France. You know, you
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could have just taught us something about
the right time to send emails. But
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yeah, the other thing to bear
in mind is that a lot of our
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clients aren't performing SDR activities or be
the our activities in terms of their reliant
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on things like Soapo to generate the
conversation. So the emails we send out,
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they're not normally interspersing them with their
own direct phone calls. They're normally
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just take the replies and follow up
with those. Yeah, respond to declined
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as well, but not punctuated with
any other activities in the meantime. So,
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therefore, where what you were looking
out on a more menu basis,
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email outside of core hours, because
it doesn't matter when it's sent calling and
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calling, especially when people are more
likely to be in the office and present.
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You would prioritize that during the day. But in terms of when we
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send emails out, yet the the
the mid morning seems to be the the
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peak, but that could change as
well. Over a timeline to the other
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thing that we discuss. He's kind
of dead sequence doing when you do it
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twelve emails, because I'm raring all
sorts of congression rate for getting a response.
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Okay, and I'm not talking about
the positive response, I'm talking about
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the prospecting. You where you are
and that means yes, let's meet,
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that means interesting, but not now, or that mean we will never meet
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because of that rest. Okay,
kind of you just to be very to
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put some categories you what should be. Was the benchmark, to tell yourselves,
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okay, we are run a good
campaign. We put in them,
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we got the data right, we
got the subject lane right, and I
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know that's when you do subject plane
and on leaf. She gets to do
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that as well, but sometimes we
do like smaller batch with different subjects to
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see what a split test? Yeah, if that's yet, but what would
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be a good conversion that you would
say to your team? Look, but
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on the back we that was a
good compaign. But what should we expect
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in Tim of percentage of response?
So we have our average stance now on
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our website. We publish a rolling
twelve monthly window. So I could say
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those thatts are what you should aim
for, but in reality it they're the
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average. We've got people performing above
and performing below. And if I'm a
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company that targets enterprise organizations and I've
got a eighteen months our cycle to sell
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in very high cost transformational it software
or platforms, I'm not going to be
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having the same amount of applies to
somebody who is contacting smaller businesses and offering
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reasonably costed monthly it support or marketing
services. So there can be a big
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difference. We always try to make
sure that each campaign is is somewhere near
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the average each or above. We
got loads of clients who were way below
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average but because of what they do
and who they sell to, they're happy
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with them. So if I call
out the averages we'd expect, you want
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to have about fifteen percent of the
people uv e mailed replying yeah, which
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is the people that have opened.
Now our open rates are around about by
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the way. That's that's much better. And expectation. So you must have
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some things. You Cre thanking Yoursels
Boon, which is good. I mean
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that's what you do find thing something
expectutedly bitter. Well, it starts with
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the open so we want fifty percent
to open, to get the email opened.
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We've talked about, you know,
not having emoji stuff in the subject
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line, but there's also how you
send emails. Eve. Make sure you
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domain is fresh, make sure there's
no issues with it. That's a whole
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nother subject. Won't go on to
it, but make sure that you're not
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landing a spam. So if you
get half the people open your emails,
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if fifteen percent of the people who
got sent an email open, that's a
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hundred and fifty replies out a thousand
people. And then, in terms of
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of lead rape, there's it's not
a black and white scenario in terms of
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no, yes, what you get
are various degrees of guests through to various
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degrees of no. So we have
a decline category, which is somebody saying
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no, thank you, and then
we have people that are at the very
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end of the scale, a positive
reply where they're just like yeah, let's
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have that coffee. You then have
people who are yeah, that could be
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interesting. I'm in the middle of
X Y zed. Let's you know,
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cappy to speak in six weeks time. Any sales person will contact our person
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and start our conversation. Then you
also have, as you mentioned, not
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hite for me, but here is
Bob who is interested or could be interested.
356
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You tend to find that people don't
put you in touch with somebody else
357
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in the business unless there's a reason
for it, otherwise they'll become quite unpopular
358
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in the workplace if there is routing
cold approaches through to t relopant people.
359
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And so we have an average we
call lead right. So those types of
360
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replies around about three and a half
to four percent. So that's thirty five
361
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to forty leads. Are the the
replies where anyone sales would want to action
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them straight away to try and move
them to a conversation. Positives pretty much
363
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always conversation deferred. Again, very
easy. The referrals. They could present
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a slight more of a challenge,
but we get we get conversations from declines
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because a decline can be a flippant
know, without really thinking about it,
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or yeah, and quite often it's
not a never either, and then you're
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right there. There is a sequence, a another question of good polius are
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mean emails is just the right balance, because you've gone send them for team
369
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and some people. Are you to
do twenty someone's I said, I know,
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it's freeze enough. I think you
are more on five to seven from
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what you are saying. No,
no, we we turned to send for
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I mean a lot of people talk
about touch points between initial to a sale,
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whereas, yeah, I mean,
I wouldn't try and new contact somebody
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twenty type. Whatever's nicety are.
Maybe I would. But I think if
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you've emailed somebody four times and you
know you make sure that the landing it
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inboxes, if they've not done anything, but the fourth one not open there
377
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or anything like that, then there's
a good chance to if six and seven,
378
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than going to suddenly make them go. Well, now you've emailed me
379
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eight times, I'm interested the fourth
emale for whatever the last email is,
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whether the our last is a third
or fourth or fifth, it always needs
381
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to let the person know that.
I don't want to be the person who
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irritates you, and that's why you
get quand a lot replies from them,
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because some people go no, no, it's fine, I've just been busy,
384
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I'm actually interested, or you should
let me come back to me an
385
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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
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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
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we put a vast majority of our
clients. It's for emails. We space
390
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them about six working days apart.
Yeah, sometimes will shrink that if there's
391
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an event and we need to speed
up the process slightly. The call to
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action of meeting, if you can
meet, rather than phone call always is
393
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a much better result. We also
see that the controduction of giving varsus taking
394
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is good. You know, so
you good to be boin. So look
395
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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
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here is a gardener reply that I
wanted to show with you. Right.
398
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Yeah, and I would interest you
in bag to barographs free because we spoke
399
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with one of your culdic six bin. That's when you've got to be tough
400
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context of this day. So your
where you are like a be pointing an
401
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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
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far crying with you a fir amount. But it's two things. First of
404
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all, we're getting the flipping the
pancake that earlier on is when you get
405
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to know. I think this is
absolute goal for the sells team. Someone
406
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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
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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.
