The Anatomy of the Perfect Prospecting Email


The ability to deliver an effective email is critical in today’s selling scene. Phone calls are proving ineffective, taking an average of 22.5 dials before meaningful contact is made. The voicemail is on it way out too, with companies such as Coca-Cola and JP Morgan eliminating it from their communication entirely. This tells us that connecting through email is more important than ever. But thanks to marketing automation, buyers are being inundated with hundreds of emails a day. And although it’s tempting to spray and pray, we all know that method is ineffective. It’s not sending emails, whether it be 10 or 100, that matters. What matters is getting a response- and a meaningful one at that. Because if you can start a conversation, you’ve successfully broken through, meaning your chance of closing that deal increase exponentially.  

As we’ve said before, if you’re unable to break through the noise, your emails are being ignored. And if you’re going to stand a chance, you need to be different and offer real value. So how? Incorporating video into your email outreach is the solution, but there’s more too it than throwing a YouTube link in  the body of an existing email template. We’re here to help you get started by building the perfect prospecting email- from subject to signature line.



Subject Line

Shorter email subject lines directly correlate to an increase in open rates, with six to ten-liners finding the most success. This is tied to mobile, since more than half of emails are read on mobile devices. Most mobile screens and email service providers such as Gmail and Outlook only display the first four to seven words of the subject on mobile, so keep it short and sweet.

Include the words Videomail, Video Message, or just Video and the recipient’s first name in  your subject. This will catch your recipient’s attention and help you stand out from the 100+ emails that land in their inbox every day- because emails with personalized subject lines are 22.2% more likely to be opened. Here are a few examples:

  • Personal Videomail for John
  • New Video Message for Heather
  • [Video] Salesforce/OneMob Meeting Recap


 Email Body

When using video, keep the text portion of your email body brief as well.  Use this space to initiate the conversation and lead into your video. Whether you’re breaking in or following up after a cold call, remind prospects why it’s worth their time to speak to you. The body should lead the recipient to watch the video, driving more watches and getting your message both seen and heard. No need to repeat the content of the text and video twice. Keep it down to 1-3 lines, then let your video do the talking- literally.


Video Content

Your video should obviously be the star of your email. If it’s your first break in attempt, then all the more important to make a good first impression. There are 3 key things to include in your video- the introduction, trigger event and call to action. What’s the reason for contacting them? Did they download a piece of your content? Were you referred to them? Or did you notice a certain commonality? The real engagement comes from your call to action. With OneMob’s built in response form right on the Engagement Page, you can tell your recipient where to reply to you or set up a time to talk if they want to continue the conversation. For prospecting new leads, keep the video around 30 seconds. Once you’ve engaged, length can go into 60 seconds with more detail



What Next?

When you send a video through the OneMob platform, you’ll know who opens, watches and responds to your videos. With all this information tracked in your Salesforce account, you’ll gain actionable insights to help you determine the next steps in pursuing your prospect. You’ll also be able to tell which type of videos drive the best results for you- whether they be personal or product focused. Remember that the goal is quality, not quantity. With OneMob, our aim is to help you deliver a unique email experience to your prospects, and in turn receive quality responses that ultimately lead to quicker closed deals and increased revenue. To learn more and start engaging your prospects through video, sign up for a free trial. 


“After the Beep, Shoot Me an Email”


Cold calling. You’ve done it a million times, and will probably do so a million more. But we keep hearing same the questions pop up in trending sales discussions and articles everywhere. Is it effective or is it outdated? Will we ever move away from it? Is there a better method? A practice endangered to extinction, social sellers everywhere are pronouncing cold calling nearly dead. With so much back and forth, what’s a salesperson to do? The answer isn’t to stop cold calling- it’s to stop leaving voicemails.



The Challenge

As every salesperson knows, making initial contact is the hardest part. Picking up the phone has long been the first step in this process. If someone answers your call, great. But when you’re sent straight to voicemail, that’s where things start to go downhill. It used to take about three to four calls to reach a prospect. Given our increased mobility and new modes of communication, the number of attempts has doubled. On average, less than 1% of calls get returned and less than 2% of those calls result in booked meetings. So what does this mean? It means that there’s a fundamental hole in the way sales teams are reaching out to prospects.


Communication is Broken

Simply put, leaving voicemails is no longer very effective. We’ve all been in the situation where, upon seeing a missed call and voicemail from a friend or relative, you choose to call back without listening to the message. “Did you get my message?” they ask. “No,” you reply, “but I saw that you called.” Unfortunately, the business world doesn’t operate in the same way, and your prospect is not going to call you right back. According to Business Insider only 33% of people listen to voicemails from business contacts daily, and only 18% listen to voicemails from numbers they don’t recognize. Meaning, four out of five of your cold voicemails aren’t even being played. I’m not suggesting that you put down the phone indefinitely. Real-time verbal communication is absolutely essential. But when you do get sent to voicemail dungeon, you need to be more strategic with your follow up.



As evidenced by text and email, much of our communication has evolved from verbal to visual. InsideSales reported that the top three forms of messaging that people respond to are email, office phone calls and cell phone calls. Clearly, people are choosing their email inboxes over their voicemail boxes. But even those are becoming inundated with mass amounts of generic messaging. As text becomes less compelling, what is the next medium that will catch, and hold, our attention?

It’s time to take a step back and re-examine our methods. Don’t let an unreturned voicemail slow down your sales cycle. Following up with email is still more effective, but even those can get lost in the mix. So how can you ensure your emails are not only being read, but eliciting more and higher quality responses?


Personalize Your Outreach

Putting a face to a name goes a long way. When someone sees a smile and hears a voice, a sense of trust and a layer of objectivity is established around that individual and their context. Not like in an email, where a text-based barrier makes it difficult to accurately express yourself in letters, fonts and whitespace. And more often than not, your messages are being misinterpreted. With video, this is unmistakable. You’re essentially unmasking yourself and gaining more credibility with your viewers. People don’t want to be sold to. Buyers want to be engaged on their own time, in a new way that’s more dynamic, less about products and more about their business application. They’ve gathered enough information on their own to form an educated opinion. What they need is an expert, trusted advisor and source of guidance. So how are you going to elevate yourself, get more attention and receive more responses? By personalizing your outreach.


Thankfully, we live in an age where new tools and technologies are making communication easier, more engaging and enjoyable. Video messaging allows people to record, send, watch and reply to each other whenever and wherever it’s convenient for them. Technology has advanced enough to the point where we’re not limited to recording videos on our webcams and uploading them to YouTube. Nor are we required to own expensive DSLRs to record high-quality videos. Look no further than to your smartphones. You use it every day, in x amount of ways. The practice of moving the phone from the ear to the front of the face is becoming less of a novelty, and more of a norm.

At OneMob, we practice what we preach. By incorporating video into our email outreach, we’ve seen increases in our open rates, click-through rates and higher quality responses. See how our customers are getting results with video messaging and contact us to learn more.


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



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.


Your Emails Are Terrible


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.


Social Selling in 5 Minutes



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.

Social Selling Pic


“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.



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.