Are your sales emails doing more harm than good? The quality of emails can make or break your sales strategy. They're how you reach out to potential customers, build relationships, and communicate the value of your products or services. So they're worth some attention!
Writing an effective sales email can be challenging, but with the right approach and strategy, it can be a powerful tool to engage with potential customers and close more deals. In this article, we'll explore the best way to write a sales email, with some examples thrown in along the way.
Subject Line
The subject line is the first thing that your prospects will see when they receive your email, so it's critical to make it count. Use a clear and concise subject line that highlights the value that you're offering. And while you want to avoid clickbait or spammy language, it's an important part of the personalising of your brand. The subject line is an invitation to click, so make it inviting.
For example: "Quit micro-managing, start inspiring..."
Personalisation
Let's be clear - your emails can't be too generic. Fair enough in the days of AI to get ChatGPT to help out, but if you simply send whatever it churns out each week without checking, you'll regret it pretty quickly. Sales is between people, and it has to be personal. So take the time to make your emails personal. For one-to-many emails, there are great automation email solutions out there, but don't be lulled into a false sense of security about the automation taking care of it all.
Even more so if it's a one-to-one email. Address the recipient by name and try to reference something specific to their business. This could be a recent news article, a social media post, or something you noticed on their website. Doing your research before you reach out shows them you know what you're talking about, and that you care about their success.
For example: "Hi John, I came across your recent LinkedIn post on the challenges facing financial services companies, and I thought it might be good to reach out and connect."
Value Proposition
The value proposition is the second most critical component of any effective sales email. Start by highlighting the specific value that your product can offer to your prospect's business. Make sure to keep it relevant to their specific needs and pain points. Obviously you can't do this if you haven't done your research, which is why point one above is the first most important step.
For example: "Our sales growth program uses game theory to get the most out of your sales team. In these difficult economic times, attracting and retaining quality staff is difficult, and inspiring them to give their all is even harder. Based on our years of experience helping businesses similar to yours, we believe the Outbound methodology could help you achieve a significant increase in sales growth."
Social Proof
Social proof is a powerful way to build trust with potential customers. Use case studies, customer reviews, and testimonials to show how you've helped others. This is even more powerful if the case-studies are in similar fields and can therefore demonstrate a product-market fit. Make sure to use real and verifiable information - it builds credibility and shows your track record of success.
For example: "We recently worked with a company in your industry and helped them increase total GP% by 15% three quarters in a row. Here's what their Sales Leader, Jayden, had to say: 'Outbound was instrumental in helping us grow our sales to achieve a new record month from 5 million to 19 million, in just over 18 months!'" (This is a real testimonial for Outbound, BTW. It seriously works!)
Clear Call-to-Action
When it comes to the crunch, a clear call to action is vital. Be clear and specific about what you want your prospect to do next, whether it's scheduling a call, signing up for a free trial, or downloading a white paper. Keep it easy to understand, which means it should be one thing, not a series of things, and make sure to highlight the benefits of taking the action.
For example: "If you're interested in seeing how Outbound can benefit your business, I'd love to schedule a quick call with you. During the call, we can discuss your specific needs and I'll show you how we can help you achieve the growth you're after."
Follow-up
Just sending the email isn't enough. You know how it is when you have an email sitting in your inbox that you keep meaning to get back to. It can sit there for days, and eventually work its way down the list and be forgotten. This why follow-up is so important. Make sure to follow up with your prospects consistently and persistently, but not to the point of being annoying. There's a fine balance here that you'll need to work out. One of the best ways to balance it is to vary your messaging and approach - maybe it's a LinkedIn message, or a personalised video, or a voice memo. Each time you do, try to offer some extra value, leaving a few days between each attempt.
For example: "Hi John, Darcy here mate, just following up on my email from the start of the week. If you're interested in learning more about our solution, we'd be happy to provide you with a free demo or trial so you can see the value for yourself. Let me know if this is something you'd be interested in."
