Another prospecting email? Delete. How do you get past most people’s abhorrence of yet another email in their inbox? Simple – make it interesting. Here, we’ll dive into effective practices for writing standout sales prospecting emails that we’ve used with our own clients to dramatically increase email open rates, clicks, and conversions.
My Name’s Not “Pal”
Personalization goes beyond just addressing recipients by their first name. It involves tailoring the content to reflect the recipient’s specific needs, preferences, and behavior. Conversational marketing techniques look at things like:
- Dynamic Content: Use data to customize the email content based on the recipient’s past interactions or interests. For example, if you know the recipient has shown interest in real estate investment, include tailored content that speaks directly to that interest.
- Behavioral Triggers: Send follow-up emails based on the recipient’s actions, such as opening an initial email or clicking on a link. This ensures that the follow-up is relevant and timely.
What Makes Your Product/Service Special?
A compelling value proposition is crucial to grab attention and motivate action. Remember to hone in on two key areas here – benefits and pain points.
- Be Very Clear on the Benefits: Clearly articulate what the recipient will gain from the offer or event. For instance, outline the specific benefits of attending a webinar or workshop, such as exclusive insights or actionable strategies. Don’t know how to create a value proposition? Here’s a pretty good walk-through from Harvard Business Review.
- We Know Your Pain Points: Address common challenges or pain points your audience may face, and explain how your solution can alleviate these issues. Show your audience that you know them, you get them, and you have the solution they’re looking for.
Get to the Chopper!
Creating a sense of urgency and scarcity can significantly boost engagement and conversion rates. Effective techniques we’ve used here at Bizwrite include:
- Limited-Time Offers: Highlight any time-sensitive aspects of the offer, such as early bird registration discounts or limited availability. FOMO is powerful.
- Countdowns: Use countdown timers or language that emphasizes the limited time remaining to act, encouraging recipients to make a decision quickly.
Let’s Stay in Touch
Maintaining regular contact is essential to keep the event or offer top-of-mind. This can be managed through:
- Email Sequence (arguably the most important aspect!) Implement a well-planned sequence of emails that guide the recipient through the registration process, provide valuable information, and remind them as the event approaches. A series of strategically timed emails nurture leads from initial registration through to the event, addressing concerns and providing value at each stage. For instance, for a big live event for a tax and real estate advising firm, we did an initial confirmation email followed by several reminder emails at set intervals leading up to the event, e.g. 5 days out, day before, day of, 1 hour before.
- Value-Driven Updates: Provide updates that offer value, such as additional resources or tips related to the event topic, to keep the recipient engaged and interested.
Served with a Heaping Side of SEO
Of course, the content of your emails should be engaging and compelling to capture the recipient’s attention and encourage action. Best SEO practices (not to mention pitching journalists) include crafting intriguing and relevant subject lines that appeal to the recipient. Use action-oriented language and personalization and watch what happens to open rates.
Visuals and layout of your email is also critical. Make sure to be concise with your words and include visually appealing elements such as images, infographics, and clear formatting to make the email more engaging and easier to read.
Get More Prospecting Emails Opened
Want results? Employing these targeted strategies, we’ve had email campaigns that absolutely exploded. For one financial advising firm, we saw registration and attendance rates for their live events skyrocket following our email prospecting framework. Stop throwing money away producing emails no one reads. Contact our team and get started creating highly-targeted and engaging email copy that converts.
