Hi. My name is Ben, and I thought I’d share some content around writing emails in order to …
Okay, I’ll stop right there. There’s a good chance your eyes have already glazed over. That’s why it’s shocking salespeople actually use this structure when they’re reaching out to new prospects.
There’s a single purpose behind every sales email, whether it’s a prospecting email, follow-up email, or a breakup email: Get a response. This five-part sales email template will show you how to write sales emails prospects actually want to respond to.
Here’s the basic formula for a great sales email. I’ll dive into each part in detail below.
Would you run a marathon without training beforehand? Of course not. You might save time, but your results will be horrible.
The same concept applies to writing sales emails. If you don’t do any prep work, there’s almost no chance your message will be relevant to the buyer’s situation — and therefore worthy of a reply.
Take five to 10 minutes to research your prospect and dig up pertinent details. I recommend searching their name on Google, browsing their social media profiles, and checking out their company website.
Along the way, find a solid reason to contact them. Can you reference a recent trigger event? Do you have any mutual connections? What can you infer from the pages they visited on your site, if applicable?
This context allows you to write a personalized, timely email.
Your prospect will use the subject line of your sales email to decide whether to read it, so you can’t get away with a throwaway one.
The most successful email subject lines foreshadow the value you’ll provide in the email itself. If the buyer believes they’ll gain insight, competitive intelligence, or resources from reading your message, they’re guaranteed to open it.
Avoid “salesy” words, which will make your message look like a promotional mass marketing email rather than a tailored, one-off email.
You’ve gotten over the first hurdle: Getting your prospect to open your email. But the second hurtle — prompting them to reply — is just as important and even more difficult.
Begin by talking about yourself, your company, or your offering, and they won’t even read the second line. The same is true for generic statements that could apply to anyone.
To catch your prospect’s attention and show them you’ve done your homework, try one of these subject lines instead.
Use the main portion of your sales email to add value and demonstrate your expertise. The worst thing you can do is launch into your sales pitch — it’s far too early in the conversation to start hard selling.
Instead, ask a thought-provoking or unexpected question to get the buyer’s mental gears turning and give them a powerful incentive to respond.
If possible, end your sales email there. The ideal length is five sentences (or less) — many prospects check their inboxes on their phones, meaning a long email will be visually overwhelming. Plus, the shorter your message is, the easier it will be for them to reply.
Unfortunately, the average email signature seems designed to make your eyes bleed. An email signature can enhance your credibility, give your prospect a chance to learn more about you, and help you promote your latest blog post or company case study — but only if it’s well-designed.
The most important rule to go by: Your email signature shouldn’t be a distraction.