Good morning, everybody. Welcome back to RightClickSell.
Today's video is about Workspace summaries and what to do when no one actually reads your email. This is going to become a big problem in the future if it isn't already.
Here's the key thing: Copilot, Apple and Google, especially on their paid plans, are now offering summaries.
Instead of people seeing your email, they're seeing the AI-generated summary of it.
This is a massive problem, especially in the future.
Normally, Google can be quite helpful. They'll say, "Here's a summary of your thread. These are the actions discussed." You don't have to read through 15 different emails.
Bear in mind, hallucinations are still common, so you still have to have some involvement in the conversation.
The real problem comes with Google’s Promotions tab.
Copilot and Bing are now in on the act. And of course, Google.
If you just got a free account (or most of your customers do), it's not such a problem at the moment.
AI hasn't penetrated those depths yet because there's nothing (yet) in it for them.
So if you have a lot of people who are reading and opening your stuff, you can continue as normal. Focus on your sender's reputation. Make sure you've built the relationship and rapport with them. And make sure your subject lines are really up to scratch, because that's so important these days.
People look at who it's from. They look at what's in it for them. Then they decide if they're going to open.
And if you're really unlucky and they just come back after a two week break, there's a very good chance they'll simply click delete all.
That's one of the reasons why you need to have a consistent cadence.
You can never guarantee that people will see your email the first time around.
So yeah, send, send, and send again.
But what happens if they do see your email, but they don't actually read it?
At that point, you've got two options.
The first one is that your copy needs to change.
Throwing in some blurb in and having a great image isn't enough anymore.
You have got to be incredibly direct. Use a story to elicit emotion, then get to the point. Don't ramble. Make sure that AI picks up on your words and presents what you're offering.
Whether it's:
Bear in mind, AI shortcuts can and do hallucinate their own interpretation. What you really want to do is showcase your expertise, even if it gets mangled.
This leads me to the next thing.
People tend to open emails for three reasons:
So if your emails make them feel good, if they become an experience, people are more likely to open.
We're back to the old way: storytelling.
And this is easier than it looks because you’ve already got the narrative - you built it when you started to look for customers.
Your email needs to focus on:
So even if AI summarises that, they still have a reason to open.
Ideally, what you want to do is give them a reason to move away from the inbox, into your website, landing page, blog or video.
This could be offering excitement, intrigue, a couple of different tips, or just your own smiling face. The premium is now you - being you.
I hope this helps because there's one other thing I need to raise to your attention.
Google has rolled out Workspace Flows today.
This is the ability to create mini-automations within the Google space with just one click.
For example:
This is especially important because where you are in your relationship with someone is going to dictate what happens to your email with Workspace.
So it's really important that you don't do list scraping or cold dumping.
First thing, they're going to spam. Second thing, people go, "Who are you?"
You want to build something so valuable and irresistible they have to open every time because they don't want to miss out. And that spreads across to the Google agents and the way they handles your email.
Remember, at the end of the day, this isn't about AI.
It's about the person you want to work with.
My robot listening to a recording from your robot is not going to move the dial when it comes to sales. And ultimately that's what you want in the B2B space.
You want that relationship. You want to have that enjoyment. And ultimately you want to get paid.
We're all human. We all crave that connection and that time. AI cannot take that away.
Another thing to consider: Auto Add Attachments to Drive is a built-in feature on Google.
Please make sure you have a link, not an attachment.
The only time you don't is when you're sending a proposal quickly and they're expecting it.
Same for book downloads. Same for PDFs. Same for any form of lead magnet.
Be aware that in this brave new world of AI, they may not even see your lead magnet anymore. They can just ask for the summary.
So always make sure, as part of your welcome flow, as part of your onboarding sequence, as part of your lead magnet sequence, you have a follow-up and track those clicks back to your website.
Want more?
For those who are interested, I am creating some new sequences and templates, designed to help you sell. So watch out for my new offers, make sure you subscribe to my email list to get the early-bird deals.