We all know how frustrating it can be when a promising lead goes cold. You’ve spent time and resources nurturing a potential client, only to be met with radio silence. That’s where the magic of the nine-word email comes into play. This remarkably simple yet effective tool can revive those seemingly lost opportunities and turn them into hot prospects once again.
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What Is The Nine-Word Email?
The nine-word email is a minimalist approach to reconnecting with leads who have gone cold. It was popularized by Dean Jackson, a marketing expert with a strong background in real estate. Dean realized that realtors, like many of us, often deal with prospects who express interest initially but then vanish without a trace. To combat this, he devised a straightforward email format that has proven to be highly effective.
The Structure Of The Nine-Word Email
The beauty of the nine-word email lies in its simplicity. Here’s the basic structure:
- Subject Line: The first name of the prospect.
- Email Body: A single, direct question.
For example, if you’re reaching out to Jeff, your email might look like this:
Subject: Jeff
Body: Are you still looking to buy a new house?
That’s it—no greetings, no fluff, just a direct question that gets to the heart of the matter. The goal is to pique the prospect’s curiosity and prompt a response.
Implementing The Nine-Word Email In Your MSP Business
You might be wondering how this approach can be adapted for your managed services provider (MSP) business. It’s quite simple. Here’s an example tailored for MSPs:
Subject: Jeff
Body: Are you still looking for an IT services firm?
We first tested this approach with our Producers Club applicants. We had a list of about 90 people who had shown interest in joining but never took the final step. Using the nine-word email, we sent out a message like, “Are you still interested in applying for Producers Club?” The response was overwhelming. Within hours, we had 50 replies, reigniting opportunities that we thought were lost.
Why The Nine-Word Email Works
The effectiveness of the nine-word email can be attributed to several key factors. Each element of this minimalist approach is carefully designed to maximize engagement and prompt a response from cold leads. Let’s dive deeper into why this simple strategy is so powerful.
Simplicity
The first and most obvious reason the nine-word email works is its simplicity. In an age where everyone is bombarded with emails, a message that gets straight to the point stands out. Here’s why simplicity matters:
- Ease of Reading: A short email requires minimal effort to read. Recipients can quickly grasp the message without needing to invest time in understanding it.
- Quick Response: Because the email is easy to read, it’s also easy to respond to. Recipients are more likely to fire off a quick reply when they don’t have to sift through paragraphs of text.
Personalization
Using the recipient’s first name in the subject line personalizes the email, making it feel more relevant and important. Personalization creates a connection and can significantly increase open rates. Here’s how:
- Sense of Importance: Seeing their name in the subject line can make recipients feel the email is specifically for them, increasing the likelihood they’ll open it.
- Curiosity: A name in the subject line piques curiosity. People are naturally inclined to read messages that appear to be personally addressed to them.
Directness
The nine-word email’s direct approach cuts through the noise of typical business communication. It avoids unnecessary fluff and gets straight to the point. This directness is powerful for several reasons:
- Clear Intent: A single, clear question leaves no room for ambiguity. The recipient knows exactly what you’re asking, which simplifies the decision-making process.
- Reduced Cognitive Load: By posing a straightforward question, you reduce the cognitive load on the recipient. They don’t need to spend time deciphering your message; they can quickly decide whether to respond.
Psychological Triggers
The nine-word email leverages several psychological triggers that compel recipients to respond. These triggers are subtle but highly effective:
- Curiosity: The brevity and directness of the email pique curiosity. Recipients wonder why you’re asking the question and feel compelled to find out more.
- Reciprocity: By asking a simple, direct question, you create a low-effort opportunity for the recipient to reciprocate by providing an answer.
- FOMO (Fear of Missing Out): The direct question can trigger a fear of missing out on a valuable opportunity, especially if the recipient had shown previous interest in your services.
Mobile Friendliness
In today’s mobile-first world, many people read their emails on their smartphones. The nine-word email is perfectly suited for mobile devices:
- Quick Read: The short format is ideal for reading on small screens, where lengthy emails can be cumbersome.
- Immediate Action: Mobile users can quickly and easily respond to a short email, making it more likely they will take immediate action.
High Open Rates
Emails with personalized, intriguing subject lines have higher open rates. By using the recipient’s name and posing a direct question, the nine-word email capitalizes on this trend:
- Personal Connection: As mentioned earlier, personalizing the subject line with the recipient’s name creates a sense of importance and connection.
- Intrigue: The question format adds an element of intrigue, prompting recipients to open the email to find out more.
Real-World Effectiveness
Our own experience with the nine-word email has proven its effectiveness. When we tested it with our Producers Club applicants, we saw an immediate and overwhelming response. This real-world success is a testament to the power of simplicity, personalization, and directness in email marketing.
Real-World Applications And Variations
The nine-word email isn’t just for reviving dead leads; it can also be used to gauge interest in new services or products. For instance, if you’re considering offering a new service like advanced cybersecurity, you could send out an email like:
Subject: Jeff
Body: Would you be interested in upgrading to advanced cybersecurity services?
Another variation that works well is using a negative framing, inspired by negotiation expert Chris Voss. For example:
Subject: Jeff
Body: Would you be against a competitive bid for IT support from us?
This approach often triggers a positive response because it prompts the recipient to consider the benefits without feeling pressured.
Handling Responses
When you send out the nine-word email, you’ll typically receive one of four types of responses:
- No Response: Some leads won’t reply, and that’s okay. It simply means they aren’t interested at the moment.
- Not Interested: A clear “no” can be valuable as it helps you focus your efforts elsewhere.
- Interested but Need More Information: These leads are warm and require further engagement to move forward.
- Interested but Not Right Now: These leads can be nurtured for future opportunities.
It’s crucial to track these responses in a good CRM system to ensure you follow up appropriately. This is where having a reliable CRM, like our MAP program, becomes indispensable. It allows you to quickly segment and manage your leads, ensuring no opportunity slips through the cracks.
Conclusion
The nine-word email is a powerful tool that every MSP business should have in its arsenal. Its simplicity and effectiveness can help you revive cold leads, gauge interest in new services, and ultimately boost your sales pipeline. So, give it a try and watch as those once-lost opportunities come back to life.
