Send Emails that People will Actually Want to Open (and Watch!)

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Can you remember the last email that stood out to you? Given that we receive so many emails that are solicitous, transactional and dry,  it’s hard to recall. As any professional, this is the last way you want your messaging to come across. Luckily, there are ways to rise above the rest. Taking a few minutes to spice up your emails has proven to make a big difference. The numbers don’t lie- personalised emails deliver 50% higher open rates and 22% higher reply rates. Here are some themes to keep in mind that will make people remember, reopen and refer on your emails

 

Be Straight

Cut to the chase. Our attention spans are short, so you have a limited amount of words and time to catch and keep someone’s attention. A simple message, without too many ideas and directions, is the easiest to remember.

Make them Unexpected

People expect lame emails and pitches. What they don’t expect is a sharp subject line, a funny GIF or a dynamic video- and those are what stick out. Be counter-intuitive and send something unexpected. 

Stay Authentic

Forget the technical jargon, product features and bulleted statistics. Images and videos bring an email to life and encourage engagement. Visual content is substantial, and can translate an idea or experience instantly into a memorable and meaningful concept.

Establish Trust

With consistency comes credibility. Sending current and relevant content on a regular basis builds up your integrity with customers, and will make them more likely to pay attention to and engage with your content.

Evoke emotions

A successful company doesn’t just sell a product, they sell an experience. In the B2B space, it’s buying into relationships as well, which are formed through discovering mutual commonalities and connections and take time to nurture. It’s not enough to communicate and engage through text. Step up your messaging with engaging content in a dynamic format that will truly resonate.

Tell a Story

Relating to my previous point, emotional appeals increase engagement and build rapport. Creating a narrative around your brand captures these emotions and experiences, and takes your viewer on a journey. Make your story about the customer and tailor the information to the individual. This will encourage not only reaction, but action as well.
 

There are many mediums out there that can capture these ideas, but only one is capable of embodying all five- and it’s video. Video puts a live face to the name, connects sounds and visuals to the story and triggers emotional reactions through the senses. A dynamic video will inform and engage your audience, keeping relationships strong through the entire customer lifecycle. It doesn’t require a lot of time or resources either. There are a number of video platforms that you could choose as your host, but only OneMob gives you the tracking, analytics and freedom of mobility. For tips on how to improve your emails and examples of video use cases, check out our support page.

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Video Messaging – the New Kid on the Block

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If the rumors are true, then Sales Enablement 3.0 is upon us, and this puts us sales and tech professionals at yet another split in the road: to continue down the current path with our social selling and email tracking, or take a slight left at the bend and see what new concepts have surfaced.

If you’ve had your ear to the ground lately, you’d agree we’re moving towards heavier sales automation, predictive sales intelligence and video messaging. Given sales automation is the most established, and sales intelligence is difficult enough for the wisest and most experienced — take a go with video messaging.

Primarily, we need to understand what video messaging is to the B2B space and then what value it provides to sales messaging and pipeline generation.  

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What is it?

In its simple elegance, video messaging is recording and sending sales and marketing messaging via email. Sending video in B2B sales, as prospects have told me, is a novel concept. The goal is to create a video for your audience, whether it’s to set a new meeting to a specific person or to promote awareness for your event/cause to a broader audience.

 

How does it work? 

There are a small handful of video messaging platforms for recording and sending video messages. Features and quality vary, including CRM integrations, mobile apps, corporate branding and even DNS set-up for the enterprise crowd. With OneMob you can have all of these features, plus the technology for a recording and sending solution that is both trackable and scalable.

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Why would I do such a thing?

1) Video thumbnails deliver the highest CTRs

This is where message differentiation comes into play. The majority of buyers already think you and your competition are more-or-less the same (via The Challenger Sale). If your messaging looks alike, then they’re ignoring your email all the same. That being said, there’s no better means of driving high CTRs than a video thumbnail (MarketingProfs). So if you need your initial message to be received, include a video. This is a personal, digital approach and is best for top tier accounts. Since great sales people take the time to know their audience and tailor their message, do yourself the favor and give your great messaging the best odds of being seen.

 

2) It doesn’t get more personalized or trustworthy

Sales automation has made sales people seem like robots. There’s minimal room for personalization, so most emails look the same at first glance. Seeing a smiling face, a company logo, plus physically hearing and seeing the sales person carries weight — the type of weight sales people long to replicate via their rare and invaluable face-to-face meetings. If I had a dollar for every time a prospect noted I’m “the guy with a beard from the video” as we began our first meeting, I’d have enough dollars for Chipotle for me and a friend, plus guac.  

 

Keeping in Mind…

Video is an additional outlet to phone calls and emails that go hand-in-hand with any sales position. In a time where sales automation is becoming bigger than ever, video is pitching value via a wider and more consistent net. While phone and email aren’t going away anytime soon, video is looking to be the next accepted addition, creating the Big Three in foundational sales outreach. So, while the sales effectiveness space is preaching volume, video is singing personal touch.

 


About the Author: Devin Reed is the newest member to the Sales team at OneMob as a Sr. Account Executive and author of The Reeder. Having spent his career in technology sales, specifically on ROI-focused software selling at the executive level, he credits audience analysis as the success of his outreach, along with overcoming the fear of clicking “Send” on those not-so-ordinary emails to top executives.

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Your Emails Are Terrible

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The phrase Send me an email and I'll Ignore it Later on a cork notice board. A concept for time wasting or avoiding being overwhelmed by communications and workload

Yeah, we said it. Here are five, all too common ways that plain text emails are bringing your sales down. The good news? Video helps turn them around.

 

Vague Voice

You can only say so much about yourself in an email. Words limit our ability to not only convey, but interpret emotions. In fact, studies show that over half of emails are misinterpreted. This means there have been times where you’ve come off in a way that you didn’t intend to. From a sales perspective, this can be detrimental. When selling becomes less emotional, and all about logic and facts, the connection is less personal and thus diminished.

Solution: Video is better than a phone call because it allows you to express yourself verbally and physically. Yes, body language is still important. Show that you mean what you say.  

 

Mechanical Messaging

Cold calling is the more personal attempt to reach out, but can be awkward and end in a harsh hang up, bruising your ego. It’s easier to say “no” when you don’t know the person on the other end of the line or email chain.

Solution: Video is a much better alternative, letting you introduce yourself and make your point, without interruption. Your prospect can puts a face to the name, and it shows rather than tells others about you. A visual along with a voice makes you more likeable and proves that you’re not a robot. Nobody wants to be a robot.

 

Pointless Replies

You’ve been in that frustrating situation with a client where after a confusing email exchange, it’s just easier to explain verbally. And to add to that, you’re playing phone tag and it’s getting you nowhere.

Solution: An easy and instant medium to explain yourself, videos can be watched on a person’s own time, as many times as they want. If they still still have questions, they can shoot you a video back as well (hello, new video reply feature). Problem solved.

 

Idle Conversations

Have you ever liked someone just by the sound of their voice? It’s the intonations, cadence and emotion that bring a name to life. You can tell if someone is interested or not, which is why phone calls have traditionally been the base of selling. Buyers like to know and trust who they’re buying from. With so many missed calls and connections, it’s hard to keep up.

Solution: Sending a video of yourself keeps the conversation stimulating and dynamic, helping you foster trust and maintain a solid relationshipwhich will ultimately get you that deal.

 

Prolonged Sales Cycles

With our inboxes flooding on the daily, it’s easy for messages to go unnoticed or have delayed replies, holding up the sales cycles.

Solution: If you can’t meet in person or talk on the phone, video is the next best thing. It speeds up communication. OneMob has proven to shorten the sales cycle by increasing response rates tenfold.

The way we consume media is becoming less text based and more visual. We’d rather watch the news than read the paper, send a snapchat over a text and chat via video rather than phone. So it’s only natural that our business practices align with our personal ones. But before any of these innovations, (even writing) communication was done in person. In an increasingly global and digital age, this is no longer as possible. Video is the next best way to maintain personal connections. Using OneMob can help professionals connect, build trust and ultimately make better sales. You’re not a robot, so don’t sell like one.

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Social Selling in 5 Minutes

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In the first of a three-part series, OneMob Sr. Account Executive, Devin Reed, shares his philosophy and methodology for sales communications. Here are his tips for making the most of social selling.

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“Break through the noise” is the newest catchphrase in sales departments. But while sales leaders tell you to make your messaging standout, what they really mean is get creative. The desire to have a unique approach has become a need to have rather than a nice to have. Why?Buyers have more options than ever, and are being flooded with more attempts to grab their attention than they can honestly handle. So it’s up to you, the seller, to get crafty. And that’s where social selling comes in.

Social selling is much simpler than its reputation portrays. With all the LinkedIn training available, plus the numerous 3rd party social selling companies offering training, mastering this new communication strategy can seem overwhelming. And while it’s becoming the newest, and nearly expected, form of literacy within Sales organizations as it gains traction — it doesn’t take long to become effective — nor does it require knowing the full product suite of LinkedIn.

 

Here’s my definition: social selling is finding actionable information related to a prospect and/or company that is relevant to your value proposition, and most importantly, initiates and accelerates engagement while building rapport. It’s that simple.

 

In my opinion, the end goal of a “social selling touch” is to (1) set a new meeting,(2) be referred to the person you wish to contact,  or (3) build credibility — in no particular order. The key to being effective is not always getting exactly what you want when you want it, but any response, for even a quick “no” saves time and money for any sales professional. I’ll break them down a bit further:

1) Setting a new meeting — this one is most obvious. It’s what sales reps live for and what sales leaders love seeing (and hearing). First, or Net New, meetings are the lifeblood of every hunter’s pipeline and the foundation of success for every closer.

2) Reaching your ideal contact — There’s no shame in asking who the right person is, though some would argue you should already know via LinkedIn. But if your product needs that special someone — the person in charge of webinars, evaluating sales enablement tools, or putting pen to paper for every key purchase — it helps to triangulate that person to ensure your outreach is landing on that ideal contact.

3) Building credibility — I loop this in with “accelerating deals” because it’s an outcome of becoming credible in the eyes of your buyer. If you see a prospect post an article, give it a quick read and comment to let them know that not only did you read and enjoy their post, but you’re smart enough to give some insight into how it pertains to them. The more they trust you, the faster they’ll move, and they less they’ll push back since they’ll view you as a consultant.

 

Social Media $

 

The Tools for Social Selling

First is LinkedIn. If you don’t have their Sales Navigator, get it. It’s the base for all my social selling. It’s a fantastic software and the best for locating target prospects, but it really only tells us what they’re current responsibilities are in their current/past roles, shared connections and their collegiate alma mater. It tells us who to contact but rarely how to engage. It provides relative topics and talking points regarding their interests and focuses that can be leveraged to initiate a conversation, and hopefully, a two-way relationship.

Next up is Twitter, my personal favorite. This is a great tool to use in addition to LinkedIn , since most peoples’ Twitter feeds are loaded with both professional and personal posts. This could range from their company’s new product offering, updates and events, to their opinions, interest and hobbies. These are the best feeds of information as an outsider looking in and should be treated as such. Take time here to find relevant information, creatively tie it into your ask, then make your outreach entertaining to read and relevant to them. This is how we come full circle, combining our foundational LinkedIn information to more useful and personal content from our prospect.

Lastly, we have content. This isn’t so much a specific “tool” so much as an aid, per se. This is why we reached out. This might be their personal blog, an interview they’re mentioned in, an article featuring them, or simply something that you know pertains to them. It’s a win-win because you’re always in the know about current events in your space, and you get to leverage this knowledge for your own benefit.

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Between LinkedIn, Twitter, and relevant content, the rest is up to you. Use your personal flavor to come full circle with a detailed and personal message. Deliver a message that can’t be ignored. Basically, be the the cool rep, the prepared rep that’s hard to say “no” to. Before long, you’ll find your responses will be more frequent and with a tone of sincerity not commonly offered over the first exchange.

Lastly, be weary of when you turn on the “sell” switch and start pitching directly. The fastest way to become a corporate social leper is to blatantly pitch your product prior to your audience’s consent. Social forums like LinkedIn (not including InMail), Twitter feeds and comment sections for articles are not the places to deliver your value prop. Instead, offer relatively unbiased opinions or thought leadership that justify your ask for their time and attention.


About the Author: Devin Reed is the newest member to the Sales team at OneMob as a Sr. Account Executive and author of The Reeder. Having spent his career in technology sales, specifically on ROI-focused software selling at the executive level, he credits audience analysis as the success of his outreach, along with overcoming the fear of clicking “Send” on those not-so-ordinary emails to top executives.

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Make the Most of Events with Video

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Trade shows and conferences are one of the best ways for sales reps to meet new prospects and connect with existing clients. Conversations that go down in person are more meaningful and have lasting results, especially since face to face interactions are becoming rarer in this digital age. However, sponsoring events can be costly, making them fewer and farther in between. So when your company does sponsor that premier event and sends you cross-country, you better make it worth their while and score some big deals. No pressure. How can you ensure that you’re making the most of the experience, every step of the way? The answer is video. 

Motion picture is a powerful medium that’s a game changer when it comes to events, and is applicable throughout every phase. Here are some tips on how best to use it:

 

Leading Up to the Show

  • Send an appealing invitation: a unique and unsolicited way to stand out to those prospects or clients, who are getting plagued by tons of other cold calls and templated emails.
  • Inform without being boring: highlight all the details of where you’ll be, what you’ll be showcasing, etc. Promote any special plans, such as prize giveaways or after parties.
  • Prepare prospects to meet you: attendees will recognise you at the show, taking out the initial awkward guessing game.

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On the Floor 

  • Entice and engage with attendees on the floor: Show live demos, conduct interviews and capture the action, all on your smartphone and without leaving your booth.
  • Record message with your new leads: By capturing your conversation on camera, you and your prospect will remember what you spoke about.

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Following Up After

  • Stand out from the rest: While attendees are getting bombarded with follow up emails, video breaks through the mass of boring, plain text emails.
  • Revive the conversation: Sending your prospect the video that you recorded on the floor will refresh their mind of you and your conversation, keeping the post-show momentum going.

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There are a million ways to get creative with video. Tell a good story, make it upbeat and incorporate calls to action. Perhaps the most important thing to remember is to not get over complicated. Keep it short and sweet, because engaging viewers in those first few precious seconds is crucial. So what’s the easiest and most cost effective way to do this? With OneMob. Our mobile platform allows you to: 

  • Capture prospect and customer feedback in the moment to leverage later
  • Share the experience with attendees in real time and post to Chatter & communities
  • Brand with your company or event logo

Want to know more about how OneMob can help you at events? Sign up now to try it for free.

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OneMob Joins the Salesforce World Tour

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Now that Dreamforce has come and gone, we’re already missing the excitement of the show floor- but not for long! We’re excited to be hitting the road again with Salesforce for their World Tour. Throughout the year, Salesforce brings the energy of Dreamforce to international pop-up shows, educating the world on how to connect with customers in an entirely new way. With access to the best speakers, sessions and keynotes, attendees can learn the best ways to, service, market and succeed, all firsthand from leading customers.

The OneMob team will be bringing the power of video messaging to the East Coast, making appearances in New York on November 18 and Atlanta on December 9. To learn more or register for the Salesforce World Tour, read here.

 

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Say it Back! Introducing Video Reply

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Since we’re all about video here at OneMob, it only makes sense that it be part of our entire experience. That’s why we’re excited to announce our newest feature- video reply.

In this latest update, after you send a OneMob to your recipient(s), they can now reply with a video message back! This makes the entire experience personal and engaging. It’s simple, the recipient will see a new button Add Video Reply, and after clicking this they can record using their web or mobile camera depending on their device. The video message will be included with the response when the recipient clicks Send. If they’re camera shy, no problem; plain text replies can still be sent on their own.

Why video reply? By giving recipients the option, its opens up video communication to both parties. And since recipients will be so impressed with your videos, you can expect increased and better quality responses.

Check out our support page or watch the video below to learn how to start replying with video.

 

Kyle

 

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OneMob to Sponsor Gainsight Pulse Europe

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This October, we’ll be making our way across the pond for Pulse EuropeGainsight‘s premier customer success conference. Held just this past May at San Francisco historic Pier 48, Pulse is making it’s way across the pond in its first ever European appearance.

OneMob is proud to be a sponsor at this landmark event, where the global customer success community will come together to share best practices, network with their peers and celebrate all matters related to optimizing customer relationships.

The event will feature dynamic keynote speeches and panel discussions from industry leaders at Influitive, Box, Gainsight and more. A number of great sessions will also be offered, centered around the themes of  introduction, innovation and success.

We’re excited to be a part of this day of content, connections and community. To learn more about Pulse Europe or register for the event, visit here.

 

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Sharing is Caring – The Perks of Publicizing Your OneMobs

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Today’s buyer doesn’t want another sales rep blindly spamming them with marketing content. It’s easy to get lost in the shuffle, amongst all the bland email templates that are blasted every day. With OneMob, you can leverage the power of video to break through the noise of email marketing and create a unique, personalized connection with your audience. In a matter of minutes, you can effortlessly record, send and track videos all within the app.

But the possibilities don’t end there. OneMob lets you share your videos not only with your prospects and clients, but with your organization as well. Here are some unique ways you and your coworkers can utilize shared OneMob videos:

  • Make introductions: Sending a OneMob is not only a fantastic way to introduce yourself, but also other players involved in the customer journey. This is a creative method for a sales development representative to introduce an account executive, and then for account executive to make the handoff to a customer success manager. Bonus points if you can get a welcome message from an executive team member.
  • Strengthen brand loyalty: Sending an update or even just a thank you to your customers via video can go a long way. Taking the time to record a sincere message bolsters customer ardor, and even increases renewal rates. Take a hint from the head coach of the Sacramento Kings, George Karl, whose send a thank you to all season ticket holders with the help of OneMob.
  • Send follow ups or answer FAQs: Don’t waste time sending the same templated email replies or even re-recording the same consistent responses. Now you can send the appropriate response at any time, at the touch of a button. The added script feature also makes it quick and easy to make multiple videos at once, without fuss.
  • Share company content: Upload your existing marketing and product demo videos to the OneMob cloud, and share them with your clients and prospects. Record once and use everywhere; they’re safe and accessible from all interfaces. Rather than just sending a YouTube or website link, our data allows you to see who is opening and actually watching your videos.
  • Perfect your outreach: The future of new business is moving more and more towards social selling. Video is that added touch that will make your efforts stand out. OneMob allows you to record, link and share your videos wherever you want. And the best part is that you can trace it all back to your opportunities in Salesforce – helping you close deals and generate revenue.

Studies show that more people are becoming engaged by video every day. That’s why YouTube receives over 4 billion views daily. When it come to business, how does OneMob help you close deals at the end of the day? We let you decide. Whether you’re tailoring your sales process or managing a relationship, OneMob allows you to create and share your videos however you like-  the possibilities for personalization are endless.

Sharing your OneMob videos only takes a matter of seconds. See our support page to learn how you can share your OneMob videos and create and send external links.

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