Countless B2B studies have shown that email is the best channel to generate leads and also the channel that produces the leads with the highest ROI. But when you sit down at the computer to write that prospecting email you will probably find that creating sales emails isn’t cut and dried.
Don’t worry, you’re not alone. Creating sales emails is not easy. (That applies to us, too, and we write them on a regular basis!). Not only do you have to craft a meaningful and presentable message, but you face stiff competition from every other person and company vying to get your prospect’s attention via email. An email user on average receives 147 emails a day and deletes nearly half of them in less than 5 minutes. That’s not all: Only 24% of sales emails are ever even opened. That means over 75% of prospecting emails get ignored.
So yes, getting someone to open and respond to your prospecting email is challenging. But don’t be discouraged. It is possible to make your emails stand out in your prospect’s inbox (and we can prove it, having accomplished this countless of times for clients).
To ensure you aren’t creating sales emails that are annoying, ineffective and impersonal, here are the keys to writing the perfect sales email.
The 5 Keys to Creating Sales Emails That Actually Get Opened, Read, and Responded To
There are five essential elements to any effective sales email — the subject line, opening, body, closing, and signature. Each of these elements needs to be thoughtfully constructed around the goal of capturing and retaining your prospect’s interest as they move through each stage of the email.
A Compelling Subject Line
Keeping your subject line short, sweet, and enticing is key. Make sure your subject line provides compelling value up front, and that it’s simple and straightforward. Show your audience that you’re providing value, not pitching them. You should also include preview text; it allows you to provide pertinent details and give recipients another reason for opening your email.
Write a Strong Opening Line
Have you heard about the “letter to a friend” approach? Use it! The first sentence of every email should come across like it was written specifically for the person receiving it. A boring opening line can mean your email gets deleted without a second thought. Start with a catchy sentence that’s different and stands out. “Hi, my name is …” doesn’t work anymore -- it sounds spammy. Try to use more attention-grabbing sentences like “Congratulations on ...” or “I loved your post on ...” that show you truly know who you’re talking to and can help them with your services.
Include Helpful Body Copy
Getting your prospects to open the email is just the first step. The body copy in your sales email should convey value, giving prospective buyers a reason to connect with your business. Don’t forget to keep the body of your email relatively brief and precise.
Writing too much is one of the biggest mistakes B2B companies make when creating sales emails. Remember, your goal isn’t to educate the prospect or generate a sale. Your goal is simply to elicit a response. That’s all! Most prospects don’t want to read multiple, lengthy paragraphs. If your message is too long, they’ll move on without responding, even if the subject line and first sentence caught their attention. Your sales emails should never exceed five or six sentences, and shorter is even better. (And yes, you should experiment with the length of your emails as it’s possible your longer but still heartfelt copy will be read from start to finish.
A strong end to your sales email gives recipients an obvious path to action. Try ending your sales email with a question to prompt a response. Ask if they have any questions for you and/or if they’re ready to find out more. Give them a clear call-to-action and an easy way to take the next step. This will give you a much better chance of getting a response.
Your email signature is one of the most crucial and also the most underutilized part of an email. Prospects want to know if you are a trustworthy person and having an email signature with all the right elements is an easy way that they can verify it.
A good email signature includes all the necessary contact information — name, company, email address, phone, etc. — but it doesn’t have to be boring. Don’t get too crazy, but adding in your logo, tag line, mission statement, or a link to your blog or social media channels can add some liveliness and give your prospects more reason to reach out.