Sales Emails - Win or Lose?

  • Sales emails, do you get responses?  

    One of the reasons why they don’t work is that many sales people simply don’t know how to craft something that is effective and engaging.

    Steps to an effective sales email

    There are 3 parts to an effective sales email:

    1. The opening section - this is the moment of truth as the recipient sees the subject line and maybe the first 10-15 words in their inbox preview panel. Will they open it?
    Ensure the subject line is relevant, enticing and personalised.

    2. The WIIFM (what’s in it for me?) or benefit section - why should the recipient read any further or engage? How will they benefit from what you are saying? Relevant featuresare the key. onnect to known needs.

    3. The close or call to action section - the part of the email where you ask the recipient to do something. Keep it simple and quite often you’ll gain a reply; make it complicated most times you’ll get nothing!

    The wasted words

    Over the years research has shown that the average salesperson talks more than 80% of the time in a selling situation. The same applies in sales emails when too many wasted words are used - truth is

    you have less than 15 seconds to provoke a reply.

    So let me share examples of wasted or delete inducing words:

    - "I hope you don't mind" as in “I hope you don’t mind me reaching out to you through LinkedIn.” Or “I hope you don't mind my asking” or “I hope this email finds you well.”
       They might seem like a polite opening but they clutter your message and waste precious time.

    - “Would you be the correct person?" or “Would you mind pointing me in the right direction?” Do you really think they’ll tell you? It’s your job to find out, not theirs.

    - "As you probably know" - another wasted phrase. Just say it and get to the point to avoid deletion.

    - "I would love to” or "I look forward to" or “I would enjoy.”  - perhaps you think they sound polite, but these phrases make you sound desperate.

    Fact: The bottom line to truly effective sales emails that gain a response is to avoid being boring or “spammy” AND to get to the point quickly, clearly and succinctly.