email defense & offense strategies webinar with mixmax & sanebox
TRANSCRIPT
![Page 1: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/1.jpg)
Email Defense & Offense Strategies
13,678 5
>
![Page 2: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/2.jpg)
Our presenters
Dmitri Leonov Co-founder at SaneBox
At SaneBox Dmitri focuses on growth and business development. Prior to SaneBox, Dmitri co-founded a social media startup Wanto and spent 8 years at Overture (acq, Yahoo) where he led business development efforts in emerging markets.
Olof Mathé Co-founder and CEO of Mixmax
Olof led the team that built Inkling Habitat, now adopted by the world’s largest publishers. Prior, he was an entrepreneur and worked at Skype and McKinsey. Olof grew up in Sweden and finished his engineering degree in France. He created Art Hack Day, a global computer arts hackathon.
![Page 3: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/3.jpg)
stay ‘'l the end! FREE gi0
![Page 4: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/4.jpg)
Agenda
3 Email Commandments
Inbox Zero
Advanced Email Hacks
![Page 5: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/5.jpg)
Receives 147 email messages a day
Spends 2.5 hours a day on email
Spends 30% of their workweek managing email
Average office worker
![Page 6: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/6.jpg)
Email dictates…
Our mood
Our focus
Our to-do list
![Page 7: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/7.jpg)
Fixed reward system v Variable reward system
Random intervals
Email inbox = slot machine = inbox addicHon
CompleHon bias
Short term progress v Long term progress
Why are we so addicted to distrac8on?
![Page 8: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/8.jpg)
The 3 Commandments
![Page 9: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/9.jpg)
Commandment #1
Email = Tetris.
![Page 10: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/10.jpg)
Commandment #2
Email ≠ default top priority
Problem: Email is a to-do list other people write on.
Solu8on:
• Scan: for important/urgent emails, then close your Inbox
• Block: 30-60min slots for “Email Time”
• Ask: yourself if clearing your inbox is the best use of Hme
![Page 11: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/11.jpg)
Commandment #3
Not all emails are created equal
Problem: Each email commands the same real estate in your inbox.
Solu8on:
• Important / Urgent
• Important / Not urgent
• Unimportant
Now
Later
Delete/Archive in Bulk
![Page 12: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/12.jpg)
Inbox Zero
![Page 13: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/13.jpg)
Triage
Triage Noun, trē-ˈäzh Developed during the Napoleonic Wars by Dominique Jean Larrey. The process of determining the priority of paHents' treatments based
on the severity of their condiHon:
• Those who are likely to live, regardless of what care they receive • Those who are likely to die, regardless of what care they receive • Those for whom immediate care might make a posiHve difference
in outcome
![Page 14: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/14.jpg)
Inbox Zero = Triage
Delete/Archive
Defer
Delegate
Respond
Do
1. Noise (should die)
2. Quick fix (2 min)
3. Needs work (later)
}
![Page 15: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/15.jpg)
Star/Flag
Inbox Zero with SaneBox
Delete/Archive
Defer
Delegate
Respond
Do
SaneLater, SaneBlackHole, Custom
SaneSnooze
SaneReminders
SaneReminders
At the end of the day SaneSnooze whatever is le^ = Inbox Zero
![Page 16: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/16.jpg)
Advanced Email Hacks
![Page 17: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/17.jpg)
Bold key phrases
If your email is on the longer side, highlight key takeaways/
acYon items in bold.
Don’t do all caps (THAT’S YELLING)
Don’t bold too much
![Page 18: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/18.jpg)
1Password or LastPass
bjinmlsjagwctIat1
Don’t get hacked
![Page 19: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/19.jpg)
Avoid accidental send
1. A]achment 2. Body 3. Subject 4. Recipient
Undo send - Gmail Sebngs
Dont’ fill out the recipient’s address right away
![Page 20: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/20.jpg)
#1 Produc8vity Faux Pas
It’s like stuffing your snail mail back into your mailbox ader reading it.
Don’t use your Inbox as an archive
![Page 21: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/21.jpg)
Put a call to acYon into it.
“5 things I need you to do tomorrow” > “Things”
Use tags: • [Time SensiYve] • [AcYon Item] • NNTR, NRN, or FYI • EOM • Not Urgent (removes stress)
Use the subject wisely
![Page 22: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/22.jpg)
Unsubscribing from suspicious emails = more junk mail
Safety: Use SaneBlackHole
Don’t unsubscribe from suspicious emails
![Page 23: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/23.jpg)
Email is a great medium for closed-ended quesYons - not open-ended.
Don’t end emails with “Thoughts?”
Try “Do you think we should do X, Y or Z?”
Avoid open-ended ques8ons
![Page 24: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/24.jpg)
CEOs, VCs, and busiest people get to Inbox Zero everyday even though they get 10x the volume
How: system, tools, process
Thinking about email the right way
Busiest people are very responsive
![Page 25: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/25.jpg)
produc8vity is really about what you don’t do
““
![Page 26: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/26.jpg)
FREE gi0:Receive 3 free months on any plan h]ps://mixmax.com/limited25
Receive a $25 credit when you sign up through this link: h]ps://www.sanebox.com/defenseoffense
Amazon eBook best seller h]p://bit.ly/sanebox100hacks
![Page 27: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/27.jpg)
Email Offense101
Mixmax
Feb 16, 2017
Background: Outbound & why it matters
Tracking is everything
How to get results
Scaling: Work smarter not harder
![Page 28: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/28.jpg)
“Offense is the best defense”- George Washington
https://en.wikipedia.org/wiki/The_best_defense_is_a_good_offense
![Page 29: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/29.jpg)
Email should be your todo list(it will be with offense & follow-ups)
Email shouldn’t be a todo list other people write on❌
✅
![Page 30: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/30.jpg)
Why outbound emails?
We want to Sell, Hire, Partner, Notify etc.
![Page 31: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/31.jpg)
Right after sending
that email
![Page 32: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/32.jpg)
Still no reply
![Page 33: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/33.jpg)
![Page 34: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/34.jpg)
The old school solution
![Page 35: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/35.jpg)
Read!
![Page 36: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/36.jpg)
⚡ Opens
⚡ Clicks
⚡ Downloads
⚡ Replies
Tracking is everything
![Page 37: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/37.jpg)
Get more sophisticated over time
![Page 38: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/38.jpg)
Open rate
Track the full life-cycle of your emails
Lifecycle
Analytics events
Unread Read Interacted Replied
Click / Download rate
Reply rate
![Page 39: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/39.jpg)
To get the right reply:Tracking tells you when & how to follow-up
Unread
Read once
Read/interacted with multiple times
Try again: ● Send at different time● Change subject line (& content)
Send a follow-up
Send a follow-up (+ write to multiple people in the org)
![Page 40: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/40.jpg)
If unread - schedule to send at a different time
What’s the ideal send time?
In general: During the morning commute
However, the ideal send time depends on your purpose and audience
Purpose● Sales: Right after lunch. (Depending
on your ask: late in the week)● Recruiting: End of the work day, early
in the week (Mon/Tues)
Audience ● Executive: Sunday evening. (EAs don’t
work then)
![Page 41: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/41.jpg)
Protip: if unread, modify both the
subject line & the first sentence
![Page 42: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/42.jpg)
When they read it
but didn’t reply
![Page 43: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/43.jpg)
Read“Thou shalt send a follow-up”
- Moses
![Page 44: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/44.jpg)
How we feel after
sending email
“We always regret Opportunities missed, more than mistakes we’ve made”
- Abraham Lincoln (source unknown)
![Page 45: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/45.jpg)
REMINDERS AUTOMATED FOLLOW-UPS
Staying on top of your follow ups
When you need to build trustORWhen the ask is more complex
When you’ve already established trustORWhen the ask is more transactional
Push the thread to the top of your inbox in case of no reply
● Craft a personalized message
Automatically send a series of messages until you get a reply1. Did you get my last message? 2. Thought I’d check in on my note3. Are you still interested? 4. One last try...
Wha
tW
hen
Mixmax Reminders Mixmax Automated follow-ups
How
![Page 46: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/46.jpg)
Will people respond? It depends on their perspective...
Very important
Somewhat important
Not very important
Not great timing
Get creative
Great timing
Perc
eive
d im
porta
nce
Timing
Get creative
![Page 47: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/47.jpg)
Stand out from the crowd
![Page 48: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/48.jpg)
Give your prospect the option to postpone: e.g., insert a poll
Tactic when “timing isn’t great, but topic is important”
![Page 49: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/49.jpg)
Educate your prospect, embed a video or a presentation
Tactic when “great timing, low perceived importance”
![Page 50: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/50.jpg)
Can you automate this?
Yes!
![Page 51: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/51.jpg)
Solution: Mixmax Personalized Sequences
But that’s a topic for another webinar :P
![Page 52: Email Defense & Offense strategies Webinar with Mixmax & SaneBox](https://reader031.vdocument.in/reader031/viewer/2022030309/58f18e7d1a28ab29098b45f7/html5/thumbnails/52.jpg)
Use templatesUse variables in templates
Use Sequences - Email campaigns -
Rather than