The document provides tips for writing compelling sales emails, including researching prospects, personalizing emails, crafting attention-grabbing subject lines, keeping content short and focused, avoiding spam triggers, and timing email sends during high-traffic periods like Monday mornings and mid-afternoon. The overall message is that targeted, personalized emails are more effective than cold calls for engaging prospects, and following best practices can increase open and response rates.
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#EmailSecrets
4. Today’s Agenda
1. Shift Towards Targeted Emails
o Less Cold Calling
2. Writing Compelling Emails
o Subject Line
o Body
o Timing
3. Combating Spam
4. Q & A
#EmailSecrets
5. Changing Times
● Selling process has evolved
o 92% of buyers start their search
online
● Prospects are more informed
o They complete as much as 90%
of the buying process before
interacting with sales
#EmailSecrets
6. Going Digital
● Prospects are constantly online
o Prospects spend a 25% of
their day on email
● Business people send and
receive 115 emails per day
● Research your prospects, they
are researching you
#EmailSecrets
7. Should You Be Cold Calling?
● Less efficient than email
o Conversion rates are
only 2%
● Prospects don’t pick up their
phones
o Calls are no longer the
first step
#EmailSecrets
8. Should You Be Cold Calling?
● Prospects are much more comfortable responding to an
email than a call
o Calls are disruptive to their day and can be annoying
● Combining email and phone calls works best
o Start your outreach over email then work your way to the
phone
#EmailSecrets
9. Why Should I Use Email?
● Emails allow you to deliver
targeted messages
● Allows you to create that first
touchpoint with a prospect
● More efficient than cold calling
#EmailSecrets
10. Why Should I Use Email?
● Easily repurpose emails based on
o Buying Behaviors
o Company size
● Your competitors are already
contacting your prospects
#EmailSecrets
11. How do you stand out from all the clutter?
Solution: Compelling Sales Emails
#EmailSecrets
12. Research
● Spend an hour learning about your
prospects
● Read their website
● Find out if they have a blog
o What are they writing about?
#EmailSecrets
13. Research
● Find their social media
o Follow them and start discussions
o Join a LinkedIn group they are in or start your own
● Use what you’ve found to build a common interest with your
prospects
#EmailSecrets
14. Personalize For The Reader
● Think about who you’re writing to
● What interests them
● What are they reading or talking about
● Highlight something that is unique to that company
● According to the Aberdeen Group: personalized emails
increase clickthrough rates by 14% and conversion rates by
10%
#EmailSecrets
15. Personalization To You
● Include an image of yourself in the email signature
● Have a link to your social media (LinkedIn or Twitter)
#EmailSecrets
16. Subject Line
● Must be engaging and
relevant
● Hook them
o Could be something they
will want to share with
others
#EmailSecrets
17. Subject Line
● Leave them wanting more
● A good subject line can be the difference between an email
being opened or sent to spam
o 69% of email recipients say they report email as spam
based on the subject line
#EmailSecrets
18. Subject Line
● A question or mysterious fact can lead to 20% more opens
#EmailSecrets
21. Subject Lines To Avoid
Here’s a list of words or phrases to avoid in your subject lines
#EmailSecrets
1. Free
2. Discount
3. Quote
4. Sale
5. Specials
6. Unique
7. Guarantee
8. Now only
22. Content Styling
● Always include a greeting
● Use your research
● Keep your email short and relevant
#EmailSecrets
24. Content Styling
● Use bullets to break up
sentences
● Be careful with your use
of bolding or italics
o Use them to highlight
an important point
#EmailSecrets
25. Content
● Be direct
● Always include some form of Call-To-Action
● Don’t make statements you can’t back up
● Ask them questions
o It shows you care about them and their business
#EmailSecrets
26. Content
● Secret #2: Adopt a reader-focused writing style for your
email body
o Avoid terms like We, I, Us
o Write the email from the perspective of the buyer or the
lead
#EmailSecrets
27. Content
● Share interesting or relevant content with them
● Send a link to helpful, relevant articles
● Find content using RSS feeds, Flipboard
#EmailSecrets
28. The Black Hole
What happens to your emails when you send them out?
Messages get lost or end up in the spam folder
#EmailSecrets
29. Combating Spam
#EmailSecrets
● Unsubscribe people if they
ask
● Stay up-to-date on email
laws and spam filter
technology
● Use tools like
SpamAssassin to check
your spam score
30. Combating Spam
#EmailSecrets
● Don’t use exclamation points or strange characters
● Avoid email addresses that have bounced
● Keep emails short
● Don’t use all caps
32. Timing
● Know when it’s best to send your email
● Monday blues
● Tuesdays and Wednesdays are the best
● Scheduling is a great way to get ahead
o Mind the time zones of your prospects
#EmailSecrets
34. When To Follow Up
● Always remember to follow up
● If you’ve received a response, follow up immediately
o Prospects are shopping around for solutions
● You probably won’t make the sale right off the bat
o It can take up to 5 touchpoints before you get a decision
from a prospect
● If a prospect is not responding to your messages, don’t give
up!
o Follow up once a week
#EmailSecrets