It is no secret that email is one of the most effective channels for marketing and prospecting. But what many people do not realize is that simply sending out any email isn’t likely to get you the replies you are looking for. In most cases, many marketers find it difficult to come up with emails that feel personal enough to pique the recipient’s interest, but also professional enough to actually result in a sale. Some think that the only way to get a reply is to be as pushy as possible.
However, in order to write prospecting emails that get replies, you need to understand how to craft a message that stands out from the rest and grabs your recipients’ attention. This involves taking a creative approach. In this post, we will share some tips on how to do just that. So read on and learn how to write prospecting emails that actually get results!
Why Your Cold Emails Aren’t Getting Replies
If you’re like most salespeople, you’ve probably sent out your fair share of cold emails. But how many of those emails have resulted in an actual response? Why do prospecting emails so often go unanswered? In many cases, it is because the email simply wasn’t effective, and there is a need to revisit your email strategy. Here are some common mistakes you might be making:
- Bad subject lines. Your subject line is the first thing recipients will see, so it’s important to make a good impression. Write subject lines that are clear, interesting, and benefit-focused.
- Long and rambling emails. Keep your emails short and to the point. Recipients are more likely to read and respond to an email that is concise and easy to scan.
- No emphasis on benefits. Why should your recipient care about your product or service? Be sure to highlight the benefits of what you’re offering and why it’s important to the recipient.
- Generic message. Generic messages are a turn-off for recipients. They are easy to spot, and they do not exactly inspire confidence. Take the time to personalize your message and show that you understand the recipient’s needs.
- Weak or no CTA. Your call to action should be clear and concise. Tell recipients exactly what you want them to do, such as click on a link, call you, or schedule a meeting.
What All Prospecting Emails Need to Include
The prospect of writing an email can be daunting. After all, there is so much pressure to get it right. Not only do you want to make a good impression, but you also want to avoid coming across as spammy or sales-y. As a result, it becomes very necessary to be intentional about carefully and creatively crafting each element of your email. Here are the things you should pay extra attention to:
Have a personality (and a sense of humor)
Don’t be afraid to show some personality. Prospecting emails are the perfect opportunity to inject a bit of humor or share a personal story. The key is to make sure that your message comes across as genuine and sincere, and sounds like it’s coming from a real person, and not some faceless corporation. When in doubt, err on the side of being too friendly rather than too formal. After all, people do business with people, not companies. So if you can find a way to stand out and make a connection, you’re more likely to win over new customers and clients.
Include a captivating subject line
Captivating subject lines are critical for getting your prospecting emails opened. After all, if your email doesn’t capture attention from the very beginning, there is little chance that it will be opened at all. But what makes a subject line captivating?
First, it should be specific and relevant to the recipient. A generic subject line like “Follow Up” is likely to be ignored, but a subject line that mentions a specific pain point or problem that the recipient is facing has a much better chance of getting opened. Second, the subject line should be concise. It is important to make sure that your message can be easily understood in a few words. Long, rambling subject lines are likely to be ignored. Third, it should avoid using any gimmicky or sales-y language. Instead, focus on making your subject line interesting and informative, so that recipients will want to learn more about what you have to say. Finally, the subject line should create a sense of urgency. Your recipients are likely to be bombarded with emails, so it is important to make yours stand out by conveying a sense of urgency.
Connect with the reader through an impactful opening line
The truth is, most prospecting emails are painfully dull and uninspired. They all start with the same boring introduction “I hope you’re doing well“, and they all end with the same generic call to action “let’s set up a call“. In other words, they are forgettable at best and annoying at worst. So what can you do to make your prospecting emails stand out? The answer is simple — focus on the opening line. Just like a good subject line, a strong opening line will grab the reader’s attention and make them want to keep reading. Here are a few tips for crafting an impactful opening line:
- Keep it short and sweet. You don’t need to write a novel; just get to the point.
- Make it personal. Address the reader by name and mention something that you have in common.
- Evoke emotion. A little bit of humor or urgency can go a long way.
- Be specific. Generic greetings (“Happy Monday!”) are a snooze fest. Get specific about what you’re excited about.
- Offer value. Why should the reader care about what you have to say? Mention something that they would find interesting or useful.
- Ask a question. This is a great way to get the reader engaged from the start. Just make sure it’s a good question!
Deliver real value, not a flat pitch
Many salespeople make the mistake of sending out generic prospecting emails that are nothing more than a flat pitch of their product or service. However, the best prospecting emails are those that deliver real value to the recipient. In order to achieve this, you will need to do some research on your recipients and their businesses. What are their pain points? What solutions are they looking for? Once you have a good understanding of their needs, you can craft an email that offers a solution to one of their problems. By delivering real value, you will be much more likely to capture their attention and earn their business.
Prompt prospects into a conversation by asking a question
Asking a question in your prospecting email is a great way to prompt a response and start a conversation. It shows that you are interested in what your prospects have to say, and it gives them an easy way to engage with you. Just be sure to keep your question relevant to your business and avoid being too sales-y. For example, if you’re selling financial services, you might ask a question about retirement planning or investing. Or, if you run a web design studio, you might ask about a prospect’s website and how they are happy with it.
The important thing is that your question prompts them to reply and start a dialogue. Once you have their attention, you can start to build rapport and establish trust. From there, you can begin to discuss your product or service and how it can benefit them.
Keep the email short
Recipients of prospecting emails are often busy people who do not have time to read a long sales pitch. As such, the email should be concise and quickly get to the point about what is being offered and why it is of value.
Create a clear path to action
Your email recipient should know exactly what you want them to do, whether it is subscribing to your newsletter, checking out your latest blog post, or making a purchase. Without a clear call to action, your recipient will likely move on without taking any further action.
The best way to do this is to include a brief statement of what you want the recipient to do, followed by a link or button that they can click to take the desired action. For example, if you’re promoting a new product, you might include a statement like “Click here to learn more about our new product” with a link to a landing page with more information. Make sure that your call to action is prominently displayed and easy to find; otherwise, your email will have little chance of generating leads.
Follow up with recipients
It is one thing to send an initial email, it is another thing entirely to follow up and make sure they received it and had a chance to read it. Every successful sales rep knows that the key to closing a deal is follow-up. If you have taken the time to reach out to a potential customer, it is important to follow up and ensure that your message was received. Not only does it show that you’re interested in doing business, but it also helps to establish a relationship between you and the prospect.
Bottom Line
Prospecting emails can be a great way to reach new customers and increase your sales, but only if they are well-written and engaging. All of the tips we have shared will help you create prospecting emails that stand out in the inbox and get more replies. But you don’t have to do it all by yourself! Be sure to contact us at Reas Marketing to help you get the best out of your emails. We specialize in creating email campaigns that drive results, no matter what industry you’re in.
