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    How I tripled Yelp’s email response rates with just 3 changes.

    This is a guest post by Alicia Glenn:Alicia GlennShe works for Yelp as a salesperson, and this is how she tripled her B2B email marketing response rates with better copy.  Tell us your tips & secrets!

    ---------------Alicia takes the keyboard now-------------------

    You can also download this entire post as a PDF by clicking here

    ---------------Alicia takes the keyboard now-------------------

     As a salesperson for Yelp, I noticed that there was a lot of room to improve our sales email templates. On an average day, I might send out anywhere between 20 to 50 emails. If I got one email response back that day, sadly I considered that a win.Where was the disconnect? Shouldn't businesses WANT to be in communication with Yelp? If for some odd reason you never heard of Yelp, it’s the number one online business directory -- think of it like the modern day Yellow Pages. We affect businesses on a daily basis and are reaching out to help grow those businesses through advertising.Eventually, I realized what was holding us back and preventing higher response rates, our salesforce sounds like a bunch of robots...like little Yelp Robots, with no personality, being manufactured and churned out.....image04Yelp’s emails don’t sound like a person wrote them. Therein lies the problem. People don’t feel the need to respond to generic non-human sounding emails like this………image01This is understandable, because you don’t feel like someone is actually waiting for you to respond. What would happen if a business owner knew or felt that an actual person was waiting on the other side of that email? Wouldn't they feel more compelled to respond?PROBABLY. 

    My First Try at Customizing Emails:

    I started writing more customized emails, and surprisingly business owners would respond. Whether it was positive or negative, I didn’t care. All I wanted was a response. My main goal when crafting emails was to convey that I’m human and waiting for them to get back to me. Showing that you’re a real person also builds a sense of urgency.Example:image06After sending out a few successful custom emails, I came up with a formula for crafting effective sales emails:

    Feature + Benefit + Value + Human Factor = Dope A$$ Email

    Now let’s use the above email to see if it passes the test:Feature: Linked to his restaurants’ Yelp pages.Benefit: There’s opportunity for him to grow his business through Yelp.Value: Over the past year we’ve brought him over 600 leads.Human Factor: I had a leg up because I had spoken to him briefly over the phone, but he preferred to communicate via email...even though he had NEVER responded to any of my emails prior.So I added this as the headline, which also added a human factor:image05That put pressure on him and made him realize that I waiting for a response!

    Experiment to Increase Yelp’s Email Response Rates:

    After a while I pondered, how can I take this to the next level? Then good ole Nev popped into my head. I thought to myself “dang, he could really do damage if he redid all of Yelp’s email templates”! Almost like what he wrote about Uber emails (I guess great minds think alike)!Anyways, I decide to channel my inner Nev and do an experiment, especially since I love coming up with creative ways of getting people’s attention. For this experiment, I simply sent out 50 custom emails and 50 Yelp emails, then measured which one had a higher response rate.Guidelines for the experiment:
    1. Businesses could not be ESL (English as a Second Language).
    2. The business owner needs to know what Yelp is. The way I gauged that was whether or not the business owner had claimed their Yelp listing.

    (Below is what an unclaimed page looks like)

    image07

    How I Revamped Yelp Emails with AIDA & FBVH Formula:

    Before starting the experiment I needed to come up with a couple of custom templates to use. I did that by taking my most commonly used Yelp templates and giving them some oomph! This wasn’t my first rodeo. I took a crack at cold emailing back in college, which was pretty successful.

    Here is one of my most used generic templates from Yelp (fyi I inserted my name and a fictitious business name):image02The reason I like this template is because it gives a lot of value and shows the opportunity.But, there’s something wrong with this email. It almost passes my FBVH formula and Nev’s AIDA formula. I readily use both now when crafting sales emails.My FBVH formula: Feature + Benefit + Value + Human factorNev’s AIDA formula: Attention + Interest +Desire + ActionNow as I mentioned, this template TECHNICALLY follows the AIDA formula which covers most of FVBH…but what is it missing? The H...Human factor.Let’s break it down:Attention: 5 directions mapped to you from Yelp.Interest: What has happened on your page?Desire: You could be seeing a lot more business from yelp.Action: What is your availability this week?Now that we determined that it passes the AIDA test and only missing the H in the FBVH formula, we know what to fix. However, the email is also borrrrringgggg, which makes it easy to ignore...The reason emails need a human factor is not only to make them realize that a real person is waiting on their response, but it’s also to relate to them. It’s possible that the business owner doesn’t know what a mapped direction is, or other metrics you mention to grab their attention. Your product/service could be going over their head.Most of these business owners are upwards of 40 years old, so the goal is to get them excited and interested in learning about your product/service. I decided to rewrite the email.Here’s a custom email I wrote along with a REAL RESPONSE from a business owner:image03Twinkles wasn’t too happy. Funny response from a lady that runs a kids party planning business (you would think she would be nicer).Custom email template 2:image08Much better right?  just adding personality to your email can make a world of difference.I also tried a mix of different email headlines:
    • Hi [biz owner name] (wanted to try a simple one)
    • One with a mystery factor: The secret to getting more customers (which I realize now probably sounded a bit gimmicky).
    • Then I also tried a few that I came up with using Nev’s headline formula:
    [End result customer wants] + [specific Time Period] + [ Address the Objections]My headline: [Get More Business] + [Right Now] + [Even If You Have a Small Budget] Ok, so I’m sure you want to know how everything turned out. The results of the experiment are below….drum roll please….Experiment Results: Going from 3% Response Rate to 11%Results of the Experiment:

    Yelp Template Email Results (Before):50 Sent33 Opened1 Response3.33% response rate :-(

    Through this experiment I found that while using Yelp’s email marketing templates, I was averaging around a 3% response rate. This was in line with my peers as well. I asked my coworkers about their email response rates, and it was unanimous that they typically send out upwards of 50 emails without getting one response back.

    Custom Email Results (After):50 Sent35 Opened4 Reponses back11.43 % response rate :-)

    Success! I nearly tripled my response rate and slightly increased my open rate as well!The benefit of Yelp or any business revamping their sales templates is to get prospects in the HABIT of responding. Right now they are in the HABIT of ignoring Yelp emails because they lump it together with all the other sales emails they get from companies like Yellowpages, Groupon, Seamless, etc.At the end of the day, generic emails can lead to missed sales opportunities. One of the sayings at Yelp is that “deals don’t get closed over email,” which is true. However, email is a very powerful tool, and if used correctly it can provide an opportunity to reach the DM (decision maker) that you might not have had otherwise.Now I know my custom emails are probably not Kopywriting gold, but what I realized is that making yourself sound like a human can, and does, make a difference.Sincerely,Alicia Glenn 

    ------------------Neville steals back his keyboard------------------

    These are some MIND BLOWING RESULTS.  Imagine working everyday, sending the same 50 emails, and getting 3X the results by changing the words around??That's pretty awesome. Let Alicia know what you learned (or any improvement suggestions) in the comments below!

    Download this entire post by joining my email list:

    SAuAPMUCmyMoaqpeHIW4ZSb_7xWMSr-um-p5589C

    This post has some juicy insider B2B email info that most people won't ever share. Keep this post in your own swipe file. It contains:

    --All the info in this post.

    --Full sized (easier to read) images of the examples.

    --Your own copy of all the scripts contained in this post.

    --A great resource to share with your sales team.

     

    Enjoy it and use it wisely. Sincerely,Neville Medhora


    User Feedback

    Recommended Comments



    Guest Neville

    Posted

    LOL!! Love that even your grandparents used it! That formula's been around forever.

    Definitely show this post your clients. I get the feedback, "WELLLL....we're b2b so we have to be formal" all the time.

    Then I get them to test 10% of their list with my style, and they immediately change their mind when they see the results!

    Link to comment
    Guest Neville

    Posted

    BAHAHAHHA!!! Thanks for at least responding Dejan!
    Link to comment
    Guest Neville

    Posted

    YES. Starting talking like a human Karl.

    A good method to use is record a fake "sales pitch" on the audio recorder on your phone. Then just transcribe it.

    It will sound way more human that sitting down and typing on the computer.

    Link to comment
    Guest Neville

    Posted

    Oh nice!

    I've also noticed whenever someone is very fussy on email, if I just call them....they IMMEDIATELY shape up. Guess it's hard to be sorta-passive-agressive directly to someone's face :)

    Link to comment
    Guest Neville

    Posted

    Drone Tone!

    Omg....this might be NevBox-Worthy just for that word :)

    I think you should show your clients this post, and show how changing to sound more human actually HELPS.

    Another way to convince them (which I use) is get them to send about 10% of their clients the human-sounding version, and watch the conversions increase.

    When they see the numbers come in MUCH better on my test, they immediately stop fighting back.

    Link to comment
    Guest Neville

    Posted

    Thank T.J.!

    Coming from Yelp helps a little....but can also hurt, as people often dismiss large emails (For example, I rarely open AT&T emails, even though they are a "credible" company).

    That's why writing like a human is even more important for some of these big companies. It's very counterintuitive for them to understand this.

    Link to comment
    Guest Neville

    Posted

    Hey Toms,

    Just try sending a portion (like 10 or 20 percent) of your clients a human-sounding version and see the results.

    You don't have to get people EMOTIONAL....you just have to offer them the straight facts.

    Checkout how I re-vamped Uber emails......they don't contain a lot of emotion, just awesome new ways to use the service:

    https://copywritingcourse.com/uber-emails/

    Link to comment
    Guest Neville

    Posted

    I can confirm these kind of changes are not just an "analytics error." I've seen huge (and permanent) increases from changes just like this.
    Link to comment
    Guest Neville

    Posted

    Targeting is key in any case where you're trying to attract a client!
    Link to comment
    Guest Neville

    Posted

    You're welcome Lisa, very glad you learned something out of this :)
    Link to comment
    Guest Neville

    Posted

    Hahha, thanks Caly!

    While the articles are fun and all, there is definitely some hard work behind all of them (although for this particular email of course the credit goes to Alicia).

    Stay tuned, I got some really interesting headline stuff coming ;)

    Link to comment
    Guest Neville

    Posted

    Hey Marcel, without even reading into too much of what you're doing.....if out of 400 people you are getting ZERO RESPONSES, you might not be hitting what the need.

    Jasper's comment was good on what you need to put in there.

    You might also wanna have some in-person interviews with prospective clients and ask them a question like: "If there's a problem I could solve for you right now....anything....what would it be? And would you be willing to pay for it?"

    They'll probably tell you right away what they REALLY would want to see from you.

    You might wanna consider tweaking your end product or service if the response is so low.

    Link to comment
    Guest Neville

    Posted

    Hey Victor, glad you liked the email and Alicia's post!

    I'll let Alicia answer Raj's question for you, she probably has more insight!

    Link to comment
    Guest Neville

    Posted

    At least NOT SOUNDING LIKE A ROBOT is always a good thing :)
    Link to comment
    Guest Neville

    Posted

    Nice!

    NevBox-Worthy post Octavio, I like when people re-write stuff. It really ads to the conversation. Thank you!

    Link to comment
    Guest Neville

    Posted

    Yelp is actually totally free, and if you're an electrical consultant (I assume some sort of electrician??) then Yelp is DEFINITELY something you should be on!
    Link to comment
    Guest Neville

    Posted

    Bahahahha......Twinkles DEFINITELY isn't getting much love from this post :-P

    Lol....love your headlines Matt! (very NevBox-worthy addition).

    I like the PAAAARTTAAAY one especially. I'm sure someone with a party business would 100% probably open that one :)

    And so glad I can make your inbox less boring!

    Link to comment
    Guest Neville

    Posted

    BAHAHAHAH!!

    I'm glad you found AIDA first so you didn't name your baby FubVah or something :-P

    Definitely try these methods out on your corporate emails, at the $1,000,000/month revenue point even a small percentage change can be a huge boost to business!

    Let me know if your company ever needs some help with that.

    Link to comment
    Guest Neville

    Posted

    Hahahah.....yes, it's definitely my prerogative to promote the name AIDA :)

    :::evil laughter:::

    Link to comment
    Guest Neville

    Posted

    Hey Jeff, I think Twinkles was complaining about something that wasn't true. I've seen a lot of bad business owners that try to claim the reviewers are fake, but they're not.

    They were just trying to get a bad review removed.

    And the funny thing is, BAD REVIEWS ACTUALLY GIVE CREDIBILITY. Most people can spot a stupid bad review a mile away.

    And if Twinkles wanted it removed, honestly being kind of an accusatory a** about it isn't the right way.

    Link to comment
    Guest Neville

    Posted

    I think if Twinkles handled this better, they may have even removed (the "supposedly" fake) review.

    Although with an attitude like Twinkles showed.....it kind of makes sense someone might have given them a bad review.

    I call B.S. on the review being fake.

    Link to comment
    Guest Neville

    Posted

    Right on the head Travis!

    I actually got that concept from Joseph Sugarman who talks about "The Slippery Slope of Copy" where the:

    Job of the 1st sentence is to get them to read the 2nd sentence. And the job of the 2nd sentence is to get them to read the 3rd sentence....and so forth.

    Thanks for commenting Travis!

    Link to comment
    Guest Neville

    Posted

    Oh sweet, small world :)

    GREAT JOB on the 30%+ growth! What've you been doing to get those results??

    Link to comment



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