Since it’s advent, email has become a useful sales and marketing tool.
Everyone from big brands to small start-ups use emails to seek out new business and to encourage repeat business too.
There is no denying that email is a great tool to have and to use when trying to boost your sales; and I intend to share with you some top tips on how you too can write an effective sales email that gets noticed, read, and actioned.
Now, there is a lot of advice out there on how to use email for sales and marketing purposes, I do not intend to step on any toes here. What I want to share with you however is how to write a sales email and what you need to do to increase your chances to eventually get the sale.
Before we go on, the key thing to remember is that sending just one email and receiving a sale, or appointment, is very rare!
Therefore, you should write your email with the intention of starting a conversation, and to start to develop that all important business relationship. The more conversational, and personalised, the better!
“The fundamentals of a sales email is to follow the AIDA principle“
So, how can you write an effective sales email?
Subject line
One of the hardest things to achieve when sending out a sales email is to get your recipient to actually open the damned thing! You have to remember that email is very popular; not just as a marketing and sales tool but for information and communications too. Your email will most likely sit in your prospect’s inbox alongside another 20, 30 or even 100 emails – so make sure it stands out.
You want your subject title to engage, entice and excite your prospect enough to want them to open it up and to read it. Don’t try to be too ‘salesly’ either. Use a question, gauge your prospect’s interest or mention (or name-drop) someone who has connected you together.
Grab Their Attention
Now you have encouraged your prospect to open your email, you want to keep hold of their attention, and to encourage them to read further along the email. Make your first statement as exciting and thought-provoking as possible.
I find that the more personalised the email and this opening statement the better!
Why not include some news you have found out about the individual on social media in this statement? i.e. ‘congratulations on your new office move!’ Or, ‘I loved your post recently about.…’ etc.
Don’t Over Do the Information!
Have you ever received an email where it was just a page FULL of information and it made you shut down immediately? I have, many times, and I can assure you the more information I see on an initial email the less I will read – and I know I am not the only one who feels this way.
As tempting as it can be to write a whole essay to your prospect about how amazing your company is, and how wonderful your technology is; avoid doing so. Ensure you make the email more about the benefits that you can bring to your prospect, and also only include enough information that it peaks the interest of your prospect.
Remember; your sales email should never be a sales pitch. It should be an opener, a hint, a tease, and something that will encourage your reader to engage and start a conversation with you.
Call to Action
Some would say this is perhaps the most important part of any email; and I tend to agree! The call to action of your email should never be forgotten, and yet I see so many emails without one, or a real weak call to action, with no direction.
Your call to action should be clear and concise enough to encourage your prospect to take the next steps; either to book in for a call, to click on a link, or to start a conversation. Don’t be tempted to write; Let me know if you are interested. This is far too weak and you will rarely have anyone jump on this.
Instead, look to ask a question that is not ‘salesly’, but encourages those all important next steps; Do you have availability over the next two weeks for me to call you? I would love to know what you think of this, can I pop in to see you soon?
Never just leave the next steps in your prospects hands.
Follow Up!
The most important thing you can do with your sales emails is to follow up! Sure, you could take all of this advice and write the world’s best sales email, but if you don’t follow up with your prospect you are only going to leave money on the table.
We can write your sales emails for you, get in contact with us!
Paragon Sales Solutions are Leicester’s leading sales consultants, offering:
– Sales Contracts
– Sales Training
– Social Media Management
– B2B Telesales / Telemarketing
We cater for any size business, and what makes us stand out is that we truly care. Our services can be catered for your business and our sales professionals will work tirelessly to ensure your sales targets are met. Be sure to visit our website for more details on how our sales solutions can help your business.
