Hall of Fame: Kyle Coleman

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1. 6:28

   So if you can find literal personal things about them, like you can't spell personalization without personal. If you can find personal things about that person, where did they grow up? What sports teams are they fans of? What charities do they care about? If you can find things about them and then gear your opening parts of your written communication “via email or LinkedIn or whatever it is around those things, that's the key to the castle.” That's what's differentiated. My definition of personalization is that you couldn't send that same message to another person and it still makes sense. If you can abide by that rule, then you've actually created a personalized message. One of the tricks you can use, I believe both outreach and sales loft have this functionality,

   In Persona-based personalization

2. 9:13

   because so many people now are not going to answer the phone when they don't know who's calling. And so if you call them and you leave a voicemail, very likely that they'll either listen to the voicemail or they'll at least view the transcript. It's on their iPhone and it gets transcripted. So that's nice. Don't leave a voicemail every time though. You just don't have time for that. “I would say maybe alternate is kind of the guidance that I give where one time you leave” a voicemail, the next time you don't, the next time you do and you go that route. Yeah. We tested something really similar where I think what we've landed at is a max of three voicemails because if you've left like seven voicemails eventually it's like you're just wasting your time talking to yourself. But the first one we would do exactly what you're talking about where we would lead with context and we would stop.

   In Voicemail leave strategy

3. 10:47

   Because I've been trying to strike the right balance between getting opens and replies, but also not being spammy. I know I can be super spammy and put something weird in the subject line and get an open, but I want to come across as like a relevant business professional, but I also need to get replies. What's your strategy around subject lines? “I abide by the rule that subject lines and the first lines of your email should be working” in tandem with one another. And the reason for that is because every single email client now will preview both the subject line as well as the first line or two, it's about 25 words of your email. And so you want your subject line to be as short as possible so that you can

   In Subject lines and openers

4. 10:58

   professional, but I also need to get replies. What's your strategy around subject lines? I abide by the rule that subject lines and the first lines of your email should be working in tandem with one another. And the reason for that is because every single email client now “will preview both the subject line as well as the first line or two, it's about 25 words” of your email. And so you want your subject line to be as short as possible so that you can maximize the real estate for that first line of your email, which is personalized, right? The kind of guidance that I give is your subject lines. And this takes practice, this takes time, and it takes a little bit of a chutzpah here to pull off. But

   In Email preview text

5. 31:57

   What are the best practices there? What should people be doing? The subject line should be no more than four words. The sweet spot is one to three words, four is an absolute max. I think the character count is somewhere in like 50 or 55 characters. The reason for this is because when a person is viewing your email in their email client “on their phone, on their Gmail, on the desktop, whatever, they see three things.” They see who the sender is. There's nothing you can do about that unless you change your name, I guess. They see the subject line, which we're talking about now. And importantly, they see the preview line. The preview line is the first line or two of your email, about the first 20 words of your email. They see that in the preview line before even opening the email.

   In Email preview text

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