Human email (cont’d) t Based t elopmen v oun c c art 9 A f Follow-up emails P The WHERE oSales De Try RE: – If you have started any thread with the prospect, use it to create Notes: an RE: subject line (a ContactMonkey study shows they get opened far • Refer back but don’t overdo it more often). Some even delete the original subject and simply leave “RE:” as the subject line. But tread lightly: a faked “RE:” is not a great signal. • A short, sweet case study with money attached In fact, follow-up emails should be guided by the same principles • Ask for the demo as first emails. But you now have some data to work with: what didn’t work for this prospect! An example: Subject: RE: A new angle on your conversion challenges Hi Jon My last email used a killer statistic to drive home the importance of conversion rate optimization. This time, I want to tell a story: ShowerRign.com, our third client ever, used our services to re-design their home page and CTA. Within three weeks, their conversion rate jumped 75% and never came back down. By their own calculations, that one decision made them $650,000 in three years (and is still earning more). More than half a million in revenue from a $75/month service… Sound like it’s worth a 17-minute demo? DK 72