If you work in sales, marketing, and business, email can either be your best friend or your worst enemy. If your job duties include prospecting for new business, the email can be a fantastic tool because of it’s ability to reach more people than traditional prospecting methods. In an average day, someone could easily reach 10x more prospects my emailing them than by cold calling or door pulling. It’s even better when you have access to the decision maker’s email address, allowing you to bypass the gatekeeper altogether!
However, with all that convenience comes one glaring problem. Because emails are so easy to use, EVERYONE is sending them. Automated emails and SPAM emails are common to receive. In most instances, many people will simply delete them without even opening them. This is especially true if the email is coming from someone that the person doesn’t even know. So, when you are sending that cold email to a prospect, keep in mind that you are competing with thousands of other emails that the person might get on that day alone. It’s imperative that yours stands out as genuine and important. Here are some tips on how to write the perfect prospecting email that won’t get ignored.
Write a Killer Subject Line
The first thing that people see when browsing through their email is the subject line. If the subject line is something generic and boring, it’ll probably either get deleted or ignored. For example, I received a prospecting email with the subject line “Greetings from John Doe Company.” Yep, that one’s getting deleted. Instead of that, personalize it! he subject line should compel prospects to open the email for more information. Something like “Jason – we have an EXCLUSIVE offer for you from John Doe Company” would have been better.
Reference a Mutual Connection
This can be done in the subject line or in the body of the email. Referencing a mutual connection can do wonders for your open and click-through rates. If a prospect sees that you are mutual friends or associates with someone else, they will feel more obligated to open your email. This is where LinkedIn and other networking opportunities come in very handy. The more people you know, the more chances you will have.
What’s in it for them Personally?
I hate receiving emails that waste my time. By that, I mean receiving an email that has zero benefits to me personally. If I receive an email from a salesperson who wants to meet up with me, there had better be a good reason for me to do so. Businesspeople are very busy and hate having their time wasted, so when you are crafting emails, make sure you communicate what’s in it for them.
Keep it Short and Simple
Nobody wants to read a huge email from someone that they don’t even know. Again, businesspeople are very busy. They don’t have time to read a novel in their inbox. Keep it short, succinct, and to the point. If you are above one paragraph, you’re too long.
Spellchecking is critical. It’s incredibly simple to lose all credibility when something is spelled wrong. If you send an email with a glaring spelling error, don’t bother waiting for a response. If it helps, download a spellchecking app. I use Grammarly for everything and it works very well.
Include a Call to Action
Don’t just write an email that has no conclusive element. If you want the prospect to email you back, request that they email you back. If you want to meet up for a sales meeting, ask the prospect to let you know what time and date works best for them. Request that the prospect actually does something. If they comply, you are officially in the sales cycle.
Have a Legit Signature
Your signature in your email is almost as important as the subject line. It serves as validation and is a major trust building factor for prospects, especially those who do not know you. Include your full name, job title, cell & office numbers, fax number (if applicable), office address, and a confidentiality statement in fine print.
Of course, not all of your cold emails will come with a response. Even the most perfect emails will always get ignored from time to time. The idea is to write an email that cuts through the noise, captures the attention of the prospect, and invites a response.
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Author: Jason Karaman
Hello! I’m a marketing, sales, and customer service author, blogger and doer. I live in the South Carolina Lowcountry with my wife. I enjoy reading, writing, hiking, kayaking, and all things beach. For media inquiries, send an email to JasonKaraman@ExpertCaller.com