The composition of your sales email is key to enhancing the number of constructive responses you receive from potential leads. Composing your emails in advance saves you time and allows you to focus on generating a personalized and authentic email for every prospect.
What Goes Into an Effective Sales Email?
Email marketing can be highly effective. Let’s look at the anatomy of a great sales email.
1. A Subject Line That Compels the Prospect to Open Your Email
Craft a short and simple subject line that entices your prospective client to click. Your subject line should grab their attention and cause them to want to invest part of their day into reading your email. Make sure the subject line is engaging and personalized to their business.
Avoid spammy words that sound too commercial. You don’t want to turn off a potential lead with something that sounds like an over-the-top sales pitch. The recipient will not open your email if it resembles spam in any way.
Instead, think about how your subject line can pertain to their company, or how you can connect with them for business or on a more personal level.
If you were told by a mutual connection that the prospect may be interested in working with you, mention the connection by name in the subject line. If you know they’re trying to accomplish a particular goal, offer an engaging question about the goal that you know they’d be interested in having answered.
2. An Opening Line That Makes Them Want to Keep Reading
If you’ve succeeded in getting the prospect to open your email, you don’t want to lose them. A bad opening line can cause the recipient to immediately close your email and read no further.
Always start your sales emails with something about your prospect. Congratulate them on recent good news you heard about their company, mention more about how you connected with the mutual connection, or talk about a recent blog post or lecture they did.
3. A Body That Doesn’t Sound Salesy
Don’t make the body of your sales email sound like a sales pitch. Instead, focus on finding a connection between what your company offers and a goal that your prospect wants to reach. Ask questions related to finding solutions for their goals that they will want to answer in a reply.
4. A Closing That Inspires a Response
In your closing, make a clear statement about what you’d like the next step to be. A clear call to action (CTA) will help them respond. Make the CTA a question so they can easily respond without having to write a huge, thought-out response.
5. A Signature That’s Simple but Effective
Have a clean and simple signature line at the end. A simple thank you with your name, job title, company name, link to a website or another business page, and your phone number is all you need.
Don’t use famous quotes and avoid images. You want them to be able to focus on responding to the email and not your unique signature.
How to Write a Cold Email
Cold emails should be short and simple. The recipient should be able to read it in only a few seconds. Keep cold emails to about 50 to 150 words. This will help you maintain a concise message.
Continue to follow the format of a good sales email and end it with a simple CTA that lets your prospect answer with a brief response.
Have Confidence
With any sales methodology, it’s crucial that your sales email never has spammy or generic language. To have a successful email marketing campaign, ask questions that will engage your lead and encourage them to answer. You want to present yourself as professional and confident with a genuine interest in your lead's company.
A foolproof format for your sales emails that can be personalized for individual leads will empower your team to send more emails and have a higher reply rate.
The following infographic presents the anatomy of a great sales email.
