How to write great sales emails
17 March 2016
Here's a summary of what I think can put me off responding well to a sales email;
1. Emails that are irrelevant to me - I have received emails asking me if I need sales training!!
2. It’s just too long and takes too long to get to the point.
3. Too complicated, flowery and unclear.
4. Not sure what the sender wants in response to their email
5. Boring subject title - why should I bother reading it in the first place?
6. Asks me how I am? - I don’t know them and I don’t think you really care!
Here are some suggestions to make a good sales email into a great sales email;
1. Do your research - it doesn't take much these days to quickly check who you are writing to. A tailored email is good. A great email would be one where it is evident in the email that you have identified how you might be able to add value to their current focus or initiatives.
2. Put the bottom line at the top - Keep it short and to the point. Put the action required at the top. For example I might put '' something like: "Would you consider discussing sales training with us?" and then follow that up with why and the potential value add. Time is precious to everyone and unless there's an immediate message in your email, recipients are likely to either delete after a quick scan read, or put it to one side to read later when they have more time, which they never really have so it will get deleted later. You may find your email is forwarded to someone else to make sense of it and then file it.
3. Less is more - This is similar to point 2 except that sometimes a regardless of length of an email, I find the author has thrown in buzz words or used a template that doesn't quite sit well with the rest of the text. Think about who you are targeting again and make the language fit with that person. Speak from your own mind and heart not from a text book or marketing brochure.
4. Stand out - There are so many emails being sent everyday so think a little bit outside the box if you want people to read yours. It’s very easy for recipients to see a subject title, assume what you want and then delete it on that basis. If however you are little more let’s say, honest, direct, and open and tailored with your subject line, the recipient might find they want to read it. For example I might put something like “Sorry I missed you on the phone earlier" (after a cold call) or "Please can I have your thoughts on this"
5. Would you read your emails? - I think there's a bit of a fine line between being perceived as intrusive and being perceived as polite through an email. Here are two examples (A&B) of emails start lines;
A. " Dear John. How are you? “Or B. " Dear John. Hope you are well.
Both mean to say the same thing but for me, one sounds a little too personal for a first time email from someone I don’t know whereas the other is more acceptable. One sounds like a 'typical sales' email and the other like someone has a message to deliver. Put yourself in the recipient’s shoes and think about the impression that your first words on an email give to your targeted recipient. Then reread, reshape and then send.