When you email a prospect, are you using an automated, “one-email-fits-all” approach? Do you try to keep them short or do you make it a novel? How much are you talking about your company’s strengths and less about what your prospect does?
There are plenty of questions to ask yourself when crafting that perfect sales email. Here are a few reminders to help you craft the right one.
Avoid Subject Line Disasters
If your prospect is someone that’s used to receiving hundreds of solicited emails a day, the last thing you want is to emulate everyone else’s style. Using the same, “Just a few minutes of your time…” subject line as 50 other emails is the wrong approach. Chances are that approach will land your message in the “Trash" quickly.
There are plenty of email sins, but it all begins with the subject line.
Don’t use any of these examples:
- One-word drops: “Hi.” “Hello.” “Special!”
- All-Caps attacks: ATTENTION: THIS IS IMPORTANT, FREE MONTH OF OUR SERVICE, SAVE 20% INSTANTLY WITH US!, etc.
- Stale questions: “Did you know…”, “Would you like to save money?”, “Can you get your product noticed?” “Does your marketing approach need help?”
Check You’re Your Grammar
Your sales email might have some intriguing questions, fantastic hooks, and/or amazing promotions. But if you have sloppy grammar or poor punctuation throughout, it becomes an eyesore on the readers. They won’t take you seriously. They’ll judge the quality of your product and the business based on how substandard your email is. They won’t focus on how you’ll help their company because you’ve peppered the email with too many misspellings.
It’s imperative that you proofread every sales email you send, especially if it’s an automated email that goes out to a massive audience! And be extra careful when typing out an email on a smartphone. Most smartphones have autocorrect features that will change your words (and possibly the message) as you power through. Same goes for tablets. In fact, whatever platform you use to send your message, just review everything at least twice.
Get to The Point
Don’t spend the first few sentences talking about your company’s history (or theirs). If you’re trying to offer something, or trying to feel the person out, get to it in the first few sentences. Again, if the prospect is used to seeing 50-100 solicited emails a day, how much time do they have to read every email from cover to cover? They don’t. And if you don’t pick their brain immediately, the email is a lost cause.
Timing Is Everything
Are you sending emails out during the peak readership hours of the day? There’s a difference between email opens on Monday at 8AM than Tuesday at the same time. Same rule applies for the lunch hour on Wednesday versus Thursday or Friday.
There are plenty of email software tools out there that monitor opens, clicks and whether the reader shared that email with others (Signals is my personal favorite). If you can, sign up for a free trial of that software, then test to see when your emails are getting opened the most, save that information, and use it for future prospecting.
It’s better to time your delivery than it is to send three of the same follow-up emails.
Your sales emails play a vital role in the prospect funnel. That’s why you must never overlook the minutiae of what makes them work in your favor. Know your audience, personalize every email if you can, keep grammar fouls at bay, and make sure to get to your point quickly. If you can will yourself to make better emails, you might just open your prospect’s eyes more to your message.