ASA Central Network

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied. 

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship. 
Happy selling!
Claudette Cunitz, Sr Staffing Consultant 
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

Great observation Claudette,

We test email subject lines all the time. And you are dead on that they make a significant impact on not just open rates, but also the overall tone of the communication. I remember several years ago, we tested a subject line of "You're fired." It was an article about how to tactfully manage terminations. Needless to say, the open rate was off the charts, but I think we caused a few too many heart attacks! 

At Staffing World, I presented a Knowledge Bite on email marketing that included five best practices for subject lines:

• Be direct - make sure the subject line matches the subject
• Less is more - the fewer words the better
• Personalization helps - e.g., Claudette, the report we discussed
• "Talk" from the reader's perspective - make the subject about things they want or perceive
• Address a key pain point or relevant topic

Here's a link to that 5-minute video:
https://screencast-o-matic.com/watch/cYQI2tJIFC

David

------------------------------
David Searns
CEO
Haley Marketing | 888.696.2900
------------------------------

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

Hi Claudette, you are spot on in that the email subject line sets the tone for the receiver AND influences open rates.

Piggybacking off David's point of 'less is more'. This was one of my email marketing 'ah-ha' moments. To avoid subject line truncation (words getting cut off) test how the subject line reads on a desktop and mobile device.

Zurb offers 'Test Subject', free for mobile subject line tests https://zurb.com/playground/testsubject 

For email subject line writing inspiration, I sometimes turn to the experts at HubSpot. They wrote a great blog on the subject - https://blog.hubspot.com/sales/sales-email-subject-lines-that-get-prospects-to-open-read-and-respond

Best, Joan


------------------------------
Joan Starszak-Pajari
Senior Marketing Specialist
ABR Employment Services
Madison WI
(608) 268-2271
------------------------------

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

Thank you David and Joan for your input! Super helpful. Sometimes it's a simple solution that will make a big impact.

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

Original Message:
Sent: 11-18-2020 10:10
From: Joan Starszak-Pajari
Subject: The importance of an email "Subject Line"

Hi Claudette, you are spot on in that the email subject line sets the tone for the receiver AND influences open rates.

Piggybacking off David's point of 'less is more'. This was one of my email marketing 'ah-ha' moments. To avoid subject line truncation (words getting cut off) test how the subject line reads on a desktop and mobile device.

Zurb offers 'Test Subject', free for mobile subject line tests https://zurb.com/playground/testsubject 

For email subject line writing inspiration, I sometimes turn to the experts at HubSpot. They wrote a great blog on the subject - https://blog.hubspot.com/sales/sales-email-subject-lines-that-get-prospects-to-open-read-and-respond

Best, Joan


------------------------------
Joan Starszak-Pajari
Senior Marketing Specialist
ABR Employment Services
Madison WI
(608) 268-2271

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

This is great information, Thank you!

------------------------------
Jessica DeBusk CSP
Sales and Accounts Manager
ARVON Staffing
Virginia Beach VA
(757) 499-9900
------------------------------

Original Message:
Sent: 11-18-2020 10:10
From: Joan Starszak-Pajari
Subject: The importance of an email "Subject Line"

Hi Claudette, you are spot on in that the email subject line sets the tone for the receiver AND influences open rates.

Piggybacking off David's point of 'less is more'. This was one of my email marketing 'ah-ha' moments. To avoid subject line truncation (words getting cut off) test how the subject line reads on a desktop and mobile device.

Zurb offers 'Test Subject', free for mobile subject line tests https://zurb.com/playground/testsubject 

For email subject line writing inspiration, I sometimes turn to the experts at HubSpot. They wrote a great blog on the subject - https://blog.hubspot.com/sales/sales-email-subject-lines-that-get-prospects-to-open-read-and-respond

Best, Joan


------------------------------
Joan Starszak-Pajari
Senior Marketing Specialist
ABR Employment Services
Madison WI
(608) 268-2271

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

I am a big fan of clear communication.  Often with clients and candidates it is hard to get responses. I have found the power of subject lines in getting a response. Of course you want to ensure the subject line is accurate and not dramatic.

In regards to ah ha moments, have you had cases where you email someone and copy someone else that needs to be kept in the loop? The client responds to just you so the person you need in the loop is not seeing the emails. The fix? Put the client in the To: line and the staff person you need to be kept in the loop also in the To: line. This way when they respond you can be sure your staff is receiving the return messages....even if the client doesn't Reply All.

------------------------------
Renee Fulton CPA
President
Talis Group Inc.
Louisville KY
(502) 581-9861
------------------------------

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

Thanks for your input everyone. Such helpful information!
A powerful sales quote (because we know over 80% of sales people DO NOT ASK for the business), "I would like the chance to earn your business!" Amazing results from this.

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

Original Message:
Sent: 11-25-2020 13:49
From: Renee Fulton
Subject: The importance of an email "Subject Line"

I am a big fan of clear communication.  Often with clients and candidates it is hard to get responses. I have found the power of subject lines in getting a response. Of course you want to ensure the subject line is accurate and not dramatic.

In regards to ah ha moments, have you had cases where you email someone and copy someone else that needs to be kept in the loop? The client responds to just you so the person you need in the loop is not seeing the emails. The fix? Put the client in the To: line and the staff person you need to be kept in the loop also in the To: line. This way when they respond you can be sure your staff is receiving the return messages....even if the client doesn't Reply All.

------------------------------
Renee Fulton CPA
President
Talis Group Inc.
Louisville KY
(502) 581-9861

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

Great topic and discussion around email communication. We recently hosted a webinar on the topic of email etiquette for business https://aps2k.com/webinar-recap-email-etiquette-for-business/ Today, with millions of employees working from home during the pandemic, understanding email etiquette is more important than ever.

The guest speaker showed practical techniques to enhance professional email writing skills, how and where to add clarity, and monitoring the tone, along with when it is best to use email versus making a phone call. Also, using brevity, manners, clear language, and a direct approach to state the intention as well as crafting the subject line of your email messages was widely discussed during this presentation. 

------------------------------
Sylvia Dahlby
Rainmaker
SmartSearch
Oceanside, CA
(760) 941-2800
------------------------------

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------

I am big with headers, especially when soliciting for new business. 
Renee, I will take your advise  of adding a second name in the first line when I want to keep a recruiter in the loop. Our experience is many of our customers do not hit " reply all".
Good topic Claudette.

------------------------------
Ray Rafeek
Owner
Admiral Staffing Inc.
New York NY
(212) 714-3543
------------------------------

Original Message:
Sent: 11-17-2020 10:03
From: Claudette Cunitz
Subject: The importance of an email "Subject Line"

Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied.

Please share your ah ha moments.

Be mindful of subject lines! They can make or break a relationship.
Happy selling!
Claudette Cunitz, Sr Staffing Consultant
cc@advisorsgr.com

------------------------------
Claudette Cunitz TSC, CSP
Staffing Industry Consultant, Speaker and Trainer
CC Advisors Group LLC
Waterford MI
(313) 549-9640
------------------------------