Knowledge Center


Just as you would prepare to cold call a prospective client, cold emailing, or prospect emailing, requires equal attention and strategy. Think about the number of emails you receive in an average workday. How many of those emails make an impact? How many end up in your deleted folder? The key to prospect emailing effectively relies on your ability to break through the email noise barrier and capture your prospects attention.

Here are 5 email strategies to help you plan, build and execute emails that turn prospects into clients.

1. Preparation
The first step when sending an email to a prospective client begins with a detailed plan. Use information available on social media platforms such as LinkedIn to your advantage, by researching and understanding the basic professionally relevant information of the person you are contacting. You need a reason to communicate with someone, so by identifying the ways you’re connected; you have established a motive for reaching out. Once you build the context of your email, you can begin to write a more personalized message.

2. Subject Lines
Avoid words like: reminder, sales, special, discount, donation, or any other words that create an initial negative connotation. Your preliminary goal should not be to close the sale, but instead to get a response. Try open ended subject lines starting with:

- “Ideas for…”
- “Questions about…”
- “Solutions for…”
- “Have you considered…”

Use your mutual connection and concepts that will ignite their interest to build your subject line. 

3. Email Opening
Once you have identified an effective subject line to entice your prospect to click through, the first line of your email is next for scrutiny. When starting an email, it is important not to open with the traditional, “Hi my name is…”. Rather, write emails to your prospects that begin with something about them individually. For example, open your email with:

-  “Steve, I noticed that you…”
- “[mutual connection] mentioned to me that you…”
-  “I saw that we both…”

Remember, to foster a response from your prospect, you have to give them something to respond to. You are the one contacting them, so ensure they feel involved in the conversation from the beginning.

4. Content Hooks
Once you have enticed your prospect to click through with an engaging subject line and have involved them on a personal level through your opening statement, you now have to follow through with the content in the body of your email. This is where you relay your value by connecting with your prospect on a deeper level. Avoid using generic testimonial based points such as:

- “We help company’s achieve_%”
- “We have a record of saving companies $_”.

Instead, ask questions that align your previous research with your prospects goals:

- “How would you like to improve your strategy?”
- “Is ___ a priority for you right now?”
- “Do you have questions about ___?”

By asking questions that put their needs at the forefront of your message, you will be able to translate how your goods and services will benefit their bottom line.

5. Signing Off
The way you sign off from an email is equally as important as how you open. Your email signature shouldn’t be distracting, so keep it short and use plain text. If applicable, leave a link to your most commonly used social platform that includes resources and contact information for your prospect to check out. Providing your social media links can often bring a more human connection to the conversation. 

Remember, the key to cold emailing effectively depends on your ability to break through the email barrier and capture attention. Use the 5 email strategies above to help you plan, build and execute emails that turn prospects into clients.

About the Canadian Professional Sales Association
Since 1874, we’ve been developing and serving sales professionals by providing programs, benefits, and resources that help you sell more, and sell smarter.
Contact us today at MemberServices@cpsa.com or 1-888-267-2772 to see how we can help you and your team reach new heights in sales success.

Copyright ©2015 by The Canadian Professional Sales Association
For permissions, contact editor@cpsa.com.

Recommended Reading:
Effective Emails Aren't Just for Marketing: E-mail Tips for Serious Sales Professionals
5 Email Mistakes You DON’T Know Are Costing You Sales!



Latest Articles
Most Read
CPSA DigiTalks Webinar Recording: Mastering the Art of the Sales Email
CPSA DigiTalks Webinar Recording: 5 Ways to Kick-Start your Sales Career
How an Inbound Marketing Strategy Can Generate Qualified Leads
Never Stop Developing These 5 Selling Skills