How to Stand Out in the Evolving Inbox

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th Welcome to our 8 webinar of 2013!

• Specifically for our premium members • Please ask ques5ons throughout

• Send ques*ons to ‘Organizers and Panelists’ • We’ll try to answer ques*ons at the end

• We’ll send you a copy of the presenta5on and post in our Educa5on Center! facebook.com/AlanBerg1

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Alan Berg WeddingWire Educa*on Guru

MaI Byrd

Senior Email Marke*ng Manager, WeddingWire

Share key takeaways on Social Media: @WeddingWireEDU @alanberg @mparkerbyrd

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Best Tweet gets a Bluetooth Speaker

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3 kinds of emailing: 1. Inbound leads 2. Ongoing communication 3. Outbound solicitations

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what does your email address say about you? gmail • aol • yahoo hotmail yourcompany.com

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what does your email address say about you? yourname@yourcompany.com

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Say what?

8 tips for better email conversations

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8 tips for better email conversations

1. it’s a real conversation

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8 tips for better email conversations

2. reply as quickly as you can

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8 tips for better email conversations

3. mirror their tone

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© 2013 AlanBerg.com • Left of Center Mktg. & Pub. LLC

8 tips for better email conversations

4. mirror their energy

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using contact forms • removes their tone and energy • shorter is better

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© 2013 AlanBerg.com • Left of Center Mktg. & Pub. LLC

8 tips for better email conversations

5. mirror how much they write

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© 2013 AlanBerg.com • Left of Center Mktg. & Pub. LLC

8 tips for better email conversations

6. don’t answer questions they haven’t asked

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© 2013 AlanBerg.com • Left of Center Mktg. & Pub. LLC

8 tips for better email conversations

7. don’t send attachments they haven’t asked for

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8 tips for better email conversations

8. don’t stop the conversation if they haven’t… most of your competitors will give up facebook.com/AlanBerg1

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Bonus tip: don’t get mad…

get creative

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be careful what you write: anything you say can and will be held against you… …and shared online ". ..I am not going to go around and have a pissing match with you about it... I did the best I could with the situation at venue.

If the rest of you would like to order prints than you should do so before it expires... This is the best I can do and if other family members would like to order than I will edit accordingly. I cannot change the fact that the sun was in their face and there is no trick in photoshop to make it go away..." facebook.com/AlanBerg1

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real email examples

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typical email inquiry:

“Hello, I'm getting married next summer and am looking for a photographer and/or videographer for our wedding.

Can you please give me pricing and information for a basic package?

Thank you, Valerie Sent from my iPhone”

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“Hello,

real email from a bride:

We were interested in a video for our wedding 07/6/13 at the Fox Hollow. The ceremony will be held there as well. We were interested in 1 dvd and the raw footage.

Are you available for that day and can you provide a price?

Thank you, Diana”

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“Hi,

real email from a bride:

I am considering using your services for my wedding reception on November 8th, 2012. I was wondering if you could please provide me with some information on your basic DJ package for 4 hours. I am also possible interested in your photography pricing for my ceremony and reception.

Thanks, Danielle”

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“Hi Danielle: I’m so excited that you’re interested in a Wedding Sound Event wedding experience. We would be honored to be part of your celebration and direct the flow of your wedding reception.

Wedding Sound has set up a special TV Channel with YOU TUBE so you can watch and listen to the RECENT testimonials of other brides & grooms who had Las Vegas weddings and where challenged with the same task as you are now, finding a reliable, experienced and fun event professional for their wedding. When it came down to a choice of what company to use, they felt and found that the quality, professionalism and experience of our Wedding Sound service was a worth investment.

Here is the link to the YOU TUBE testimonials directly (or you can find them on our website): http://www.youtube.com/user/weddingsound We have recently added behind the scenes of a wedding video blogs and included testimonials from the PARENTS and GUESTS to our channel too!

Danielle, it’s important to understand that there are many important elements that go into a successful wedding reception celebration. The most important is to be able to DIRECT the flow of the reception and the events that go along with it. The other getting people up and celebrating too!

We use a lot of successful tools to create fun, memorable and unforgettable wedding receptions. Take a look at just some of them: 1) We create an agenda/outline/timeline (see attached) so you can see how can customize and format the party just for you. This one was customized and designed for this particular client. Our designers will create one specifically with your details 10 to 7 days before your wedding with you!

2) Our online wedding planning form so that you can custom your wedding reception however you want: http://www.weddingsound.djintelligence.com/planning/planning.asp?ID=Wedding+Planner 3) Our online MUSIC DATABASE and MOST REQUESTED songs list. This is specifically where you can CREATE or CUSTOM your own wedding soundtrack or playlist of songs for your reception. You don’t have to. It’s a bonus! http://www.weddingsound.djintelligence.com/music/ and http://www.weddingsound.djintelligence.com/music/ requested.asp 4) Just for fun, here are some images from some of our weddings. Note the look and expressions on the faces of everyone! Our Wedding Sound professional photographer took these images and they couldn’t get priceless images like this if the entertainment wasn’t amazing! Watch: http://www.slide.com/r/MGKpqudtsT-­‐ fpd2fLA5QED0qauq2k1UI 5) LIKE US on FACEBOOK where we update new ideas, photos and videos. It’s the best way to stay connected to us and we update almost daily! Here: http:// www.facebook.com/weddingsoundEvents?v=info#!/weddingsoundEvents?v=wall 6) FOLLOW US on TWITTER so you can see exactly where we are working and see the latest updates from the weddings and events were at: http://twitter.com/ weddingsound 7) Wedding Sound also films weddings and receptions too so you can watch some of our work on that YOU TUBE TV channel @ http://www.youtube.com/user/ weddingsoundevents 8) We can incorporate some fun give-­‐a-­‐ways and extra entertainment at your wedding too. Check it out here: http://www.slide.com/r/3AozbtFV6z_WR_KkU-­‐ YESFZuw2Nka5nx 9) We operate as a full time licensed and insured business. We don’t do this for the beer money! We have our own building and here’s a peek of what it looks like: http:// www.slide.com/r/FtMwkrrL5z-­‐kG6NlGX08AV7BosNQTOgo As you can see a lot goes into producing a successful celebration. This year 2011, Wedding Sound will be celebrating our Sweet 16. That is 16 years of producing weddings and events in Las Vegas. In 2010 our team successfully directed and produced over 400 celebrations!

Starting at $225 it goes up from there depending on the type of event

Our experiences are bargain given all that we give you!

you want. Again on our YOU TUBE channel is where you can experience just some of the packages and meet the staff too! But in order to get a precise quote, we need to COMMUNICATE. So please take a moment to invest in a telephone call. I promise I’ll make you smile and by the time you hang up you’re even more excited than when you called! I’m told that my energy is contagious! It would be a pleasure to work with you on a creating a fun and memorable party.

I look forward to talking to you. Thank you,”

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“Hi,

response from the bride:

Thanks for the prompt response. I would love to call you but unfortunately I am at work and communication is much easier through email for me until my day off on Monday.

If you have time can you please let me know what your $225.00 package includes. I had a budget of $300 for my reception DJ and need one for 4 hours in the Sante Fe Banquet room. So far I have only found one other company that is in my price range but I like what I am hearing about your company.

Also what is the deposit requirement?

Thanks again, Danielle”

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continuing email exchange:

DJ: “Hi Danielle, Our company ROCKS! As you can see. Multi-­‐wedding award company the Knot and WeddingWire for 2012. What do you mean $300 for 4 hours???? I’m confused.”

Bride: “That was my budget for a wedding reception DJ.”

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“Hi Danielle,

response from the DJ:

Thank you for getting back to me but honestly, I don’t know any professional DJ companies that would arrive at least one hour early, bring professional equipment and wireless microphone, play 4 hours of music, act as the MC (master of ceremonies), direct the FLOW of your wedding reception, make it fun and then pack up drive home for $300? What kind of references does this company have? Who are they? Do they have any complaints filed (check Better Business Bureau or GOOGLE search them to find out). You only get one wedding first dance.

Here’s what our most recent bride had to say about us: http:// www.youtube.com/watch?v=W4M8I5E7-­‐Xw If something comes up please let us know.”

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the end of the conversation:

“All I wanted was information about YOUR company. I was just trying to gather information on a few companies to discuss with my fiancé so we could decide if we need to raise the budget but ultimately choose what we thought was the best value for our money. I was very excited about the information you gave me on how your company operates but not giving me prices and packages has made our emails back and forth a waste of time for me. I am not trying to insult you by giving you my meager budget, in this economy with nearly 10% unemployment there are a lot of people who are willing to work for discounted prices.

Have a good weekend.” facebook.com/AlanBerg1

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“Hi Alan,

real email from a bride:

My name is Ashley Smith and I am getting married in Oak Harbor, WA on June 25th. I have two questions: 1) are you possibly available that Saturday, and 2) would you be free for a consultation during the week of March 21-­‐25. My fiancé and I go to school in Spokane and we'll be home that week for Spring Break. Thank you for your time and I look forward to hearing from you!

God Bless. Ashley”

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reply from the DJ:

“Hello Ashley, Great to hear from you! I am still available on June 25th and would sure love to meet with you guys.

When you come back for break will you guys be in Oak Harbor? I’d be happy to pop over there. Or if you’re going to be in Seattle any, we could certainly meet up around here. (I actually share some office space with some other wedding professionals in the Wallingford neighborhood, so that could be an option.)

If you have any questions that I could help you with via email, please fire away. And if you need recommendations for other vendors, I’d be happy to help you with that as well.

Thanks a bunch, Alan” facebook.com/AlanBerg1

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response from the bride:

“Hi Alan, Thank you for getting back to me. I'm sorry I have taken so long to respond we have been in the midst of midterms. I will be in Oak Harbor next week, March 21-­‐25. Would you be available to meet on Thursday the 24 at some point? Hope to hear back from you soon.

Ashley”

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reply from the DJ:

“Hey Ashley, I hope mid-­‐terms are treating you OK and you’re getting some sleep.

The 24th sounds just great. I’m pretty open timewise, so I can meet you guys wherever and whenever.

Alan”

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real email from a groom:

“Hi Bob, thank you for the pictures. We are interested in the uplighting and monogram in the ballroom only. Also, could we meet you and DJ Kenny? Thank you.”

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reply from the DJ:

“Hi Greg, I can set you up with either one or the other but not both at the same time. I've done this in the past, and its not conducive to building a good client -­‐ vendor relationship. Typically when a client meets with Kenny, and we are together, I let Kenny do all the talking so you get to know him better. Kenny is a great fit for people that are not only on a budget but looking for something simple. I'm more about getting to know you throughout the planning meeting and your family.

Quite honestly the difference between Kenny and I is substantial. If you are looking for something simple, like filling out our online sheets and no planning meeting, Kenny is a great choice for you. If you are looking for attention to detail, a planning meeting or meetings, an energetic performance and technical experience, I'm your man. The technical experience comes in handy, if you decide later you want multi media or more advanced lighting. Kenny does not know how to incorporate any of those features.

A little analogy I like to use. There are two doctors -­‐ Both of them are great guys, one is a little better looking ( Kenny ).

Both of them are cardiologists, and you have the unpleasant fortune of selecting between them. One of them is a little more expensive than the other. One of them has written the book on heart surgery, attends every convention on heart surgery, is well known in the medical field, respected amongst his peers, and has dedicated his life to his clients. The other , has none of those traits but he is cheaper. However this cardiologist was trained by the former doctor I just mentioned. Who would you choose?

While DJing is not heart surgery, you spend a lot of money on the reception. The largest part of the reception is geared towards the entertainment.”

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real email from a bride:

“I looked at your website today. Can you send me a price list for the different packages and add-­‐ons?

This is a great email address to get ahold of me.

Thanks, Christina”

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reply from the DJ: “Christina, I’ve attached our price list, but I’m not sure how helpful it will be at this point. A lot of what we do as entertainers doesn’t really translate into printed price list form. Videography is so much easier. There’s always lots of options in between packages as well.

When you come in, we’ll cover everything in more detail.

Did we settle on a specific time and date for our meeting? I know we discussed it, but I’m not sure if we set it or not?”

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reply from the bride:

“At this time we are going to cancel the appointment with you on Oct 4th. For what we are looking, your pricing is a little out of our budget. We are paying for this entire wedding ourselves so we have to make every dollar count. Thank you for your time Thanks, Christina”

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reply from the DJ:

“Christina, Just out of curiosity, what did you plan on spending for entertainment? We have packages starting at $999.

That’s beyond what you’re willing to spend for entertainment?”

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reply from the bride:

“But that doesn't include the ceremony which is another $300. We were not looking to spend $1,300...

We were hoping not to go over $900-­‐1,000... We just cant justify the extra $300 when we still have other things that need to be paid for.”

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reply from the DJ: “So your budget for two sound systems and a professional DJ for your wedding is $1000? If that’s the case, then you’re right – we don’t have anything in your range, but frankly, I don’t know of any professionals who do.

Would you be kind enough to do me a favor? After the wedding, let me know if you found someone who did a great job for you with two sound systems and was a talented DJ/MC. We have people always asking and I’ve never found one, so if you can let me know if you find someone who does a great job for that price, I’d be happy to refer him all the business he can handle!... But if I’m wrong, and you do find someone, please let me know”

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reply from the bride: “I found your email to be quite rude and completely out of line.

You asked my budget so I told you. I want someone to handle both my wedding and reception for $1,000. Clearly that is not your company....

That gives you no right to call my budget unreasonable or be rude. We are paying for this wedding by ourselves and it has not been easy.

Next time try: “Sorry Christina that we could not find something that fit your budget.

Good luck with the wedding planning.”

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real email inquiry: “…To be completely candid, XYZ Entertainment said that they can have a Staff DJ cover our event for $850, since it's in the off season.

I don't know how different their Staff DJ would be from one of yours.

If you have any perspective on this, that would be great. Sorry it can be hard for me to talk live during the work day -­‐ but I can call you if that is easier. I'm not trying to just drive a bargain, and I know that you get what you pay for -­‐ unfortunately everything about the wedding is adding up and we're trying to budget. So, if you do not have DJs at the $850 price, maybe you can explain what the difference would be -­‐ since $200 is quite a bit of money.”

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real email from a videographer: "Hi Jordan, Hope you're doing well. From our early conversations it sounds like you have a very busy schedule. Let me know if your still interested in our services for your wedding next October, I'm happy to answer any questions via email or we can schedule a time to talk that works best for you.

Thanks and if I don't hear from you best of luck with your wedding next October!

Justin"

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reply from the bride: "Hi Justin: Thank you so much for your emails. I really appreciate you reaching out.

I apologize for my delayed responses. Aside from wedding planning and everyday work life we just finished going through the mortgage/house hunting process and are finishing it up this weekend. We are still in need of a videographer for the wedding and I would still love to speak with you about it. If you wouldn't mind, would I be able to email you after this weekend to set up a date/time?

Again, thank you for reaching out.

Jordan"

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real email from a photographer to Alan:

“…First of all I tried to match the content of the brides email. I love it when a bride has a lot of specific questions (although it rarely happens) and in the case of this email I recognized that she was interested in learning as much as she could via email as she lives on the other side of the continent and would not be able to meet in person...”

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real email from a photographer to Alan:

“…I receive a lot of emails that say little more than ‘Are you available for our date?’. I have learned to answer those emails with as little text as possible. I used to write a lengthy email to every bride in the hopes that I could sell them via email. Since I have tried your method of mimicking the brides tone, I have had much greater success booking consultations...”

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real email from a photographer to Alan: “…The next thing that I have learned is to ask questions… In the past, my response might have been ‘Thanks for your interest in my services. I wish you all the best on your wedding day!’

…‘What do you want that I am not offering?’

It turns out that asking this question was the turning point in this sale as I was able to pinpoint her concerns and alleviate them with my next response.”

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recap -­‐ 8 tips for better email conversations 1.

2.

3.

4.

5.

6.

7.

8.

be conversational reply as quickly as you can mirror their tone mirror their energy mirror how much they write don’t answer questions they haven’t asked don’t send attachments they didn’t ask for continue the conversation

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3 kinds of emailing: 1. Inbound leads 2. Ongoing communication 3. Outbound solicitations

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Inboxes are evolving.

Mobile

Source: Litmus.com

Worldwide Mobile represents 44% of email opens

WeddingWire’s Engaged Couples Mobile represents 65% of email opens

Top Email Clients Used by WeddingWire’s Engaged Couples iPhone

40%

Android

17%

Gmail (webmail)

11%

iPad

8%

All others (Yahoo, AOL, Outlook, Hotmail combined)

24%

Click-­‐through Rate 10% higher

Open Rate 25% higher

70% of subscribers delete emails that are hard to read on their phone Source: ExactTarget

Mobile-­‐friendly emails have…

1. One column of content 2. Big, tappable buIons 3. No cluIer 4. Large fonts against a contrasted background

#1 Rule: “No pinching.”

Free responsive templates Campaign Monitor http://www.campaignmonitor.com/templates/

MailChimp http://mailchimp.com/mobile-friendly-campaigns/

Personalization

Personalization 1.0: Hi Matt Byrd,

Personalization 2.0 and beyond‌

Customer: Me 25-year-old male Spends an unreasonable amount of money online shopping

d n “Write what you know.” e S

How can you personalize?

Wedding date Ethnic/cultural wedding Same-sex wedding Bridal show attendance Other email activity Method of sign-up Wedding location …Anything you know about your subscribers!

Be helpful, not creepy.

User data should influence your emails, not be the content of them.

The New Inbox

Gmail’s New Tabbed Inbox 1. Primary 2. Social 3. Promotions 4. Updates 5. Forums

What does it affect?

- Marketing emails sent through email service provider - System notification emails - Gmail app & on the web

What doesn’t it affect?

- Your one-to-one emails with clients & prospects - iPhone mail app & Android mail app

Early Effects on Open Rate

! l l e t o t y l

r a e o To

Source: MailChimp.com

Spam‌ Not what it used to be.

SPAM: A Chronology

1937

1970

2005

2013

21%

of email recipients report email as Spam, even if they know it isn’t

43%

of email recipients click the Spam button based on the email “from” name

69%

of email recipients report email as Spam based solely on the subject line

Source: Jay Baer, Convince & Convert

Old Rules

-­‐ Avoid free/$$$/Canadian pharmaceu*cals in subject -­‐ Don’t use too many exclama*ons New Rules -­‐ Subscriber engagement with your emails maIers -­‐ Less emphasis on content filtering

No maIer how the inbox changes, one thing will remain the same.

Email is a communica*on channel, not an adver*sing plaXorm.

People want you to communicate with them in the inbox… not just sell to them!

See you in your inbox!

Ques5ons? Â

Visit Alan’s website to get his books, ebooks, CDs and DVD’s www.AlanBerg.com

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