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Topics Covered: <a href='/resources/search/?query=sales email'>sales email</a> | <a href='/resources/search/?query=prospecting strategy'>prospecting strategy</a> | <a href='/resources/search/?query=email'>email</a>
Sales Strategy
Sep 14, 2016 | Matthew Cook lock

In theory, writing sales emails seems super easy. You can write an email template, blast it to hundreds of leads, and all from the comfort of your desk. But the reality is that writing sales emails is actually pretty tough. You have to think of just the right thing to say, to the right person, and at the right time. You need to be convincing, polite, and effective, all at once.

And more often than not, your sales emails get sent right to spam. Other times, they get read, but not replied to. Email can be one of your best friends as a sales person, but only if you know how to write sales emails that people will actually want to open, read, and reply to.

Use these strategies to improve your sales emails.

1. Short and Enticing Subject Lines
You might just type up a subject line without thought, right before you’re going to hit send. But the subject line is actually incredibly important, and shouldn’t be overlooked. If a prospect isn’t interested by your subject line, then there’s no way they’ll open your email to learn what’s inside.

A great subject line should pique interest, so keep it short and enticing. Using the prospect’s name and asking a question are both good ideas. But using spammy words like “complimentary,” “solution,” or “sale” will likely get you ignored.

2. Make Sure All Info Is Correct
You definitely want to proofread to make sure there are no typos in your emails, but prospects might forgive you if you let them slip. What they won’t forgive or forget are mistakes about their personal information. So before you send those emails, make sure you have the spelling of their names correct and have the right company name, the right gender, and the right job title, too.

If you don’t, prospects won’t give you the time of day if you couldn’t even be bothered to get your facts straight.

3. Use Formatting for Clarity
Oftentimes, a short email is all you need, but every once in a while, you’ll need to send a lot of information, and you don’t want your email to look like an info dump. To avoid this, and to make sure prospects actually read what you’re saying, use formatting for clarity and easy skimming. Use italics, bold, and underline for important points, break up blocks of text for better readability, use bullet points for lists of options, features, or benefits, and use highlighted text for next steps or calls to action.

4. Use the Active Voice
The active voice is more engaging, confident, and energetic. It’s also more authoritative. Make sure that the subject of your sentence is doing the action, and is not the receiver of the action.

5. Give a Reason
Don’t just tell your prospect that you want them to do something. Also tell them why they should do it. Instead of just writing, “Please call me to set up a meeting,” say “Please call me to set up a meeting to discuss your productivity needs.” People are up to 50 percent more likely to do what you want if you tell them why.

6. Be Specific
Don’t just tell your prospect that you’re the leading marketing team in North America, specify how many clients you have, how much you’ve increased revenue by, etc. Being specific and data-driven sounds a whole lot more persuasive than being vague.

7. Use Empathy
The number one writing tip for improving your sales emails, though, is to use empathy. Tapping into your recipients’ emotions and taking an emotional angle to your content can help you put your prospects in the right mind frame to be sold to. You already know their needs, desires, and pain points, so use them to your advantage. Use frustration at a problem left unsolved, happiness at finally having a solution, or any other emotion that is in line with your objective. 

About the Author:
Matt-Cook-SalesHubMatthew has over 20 years of sales and sales management experience. He is the founder of SalesHub, an inbound marketing agency that helps companies generate leads, boost revenue, and adapt to the new way customers buy. When he’s not helping companies improve their revenue, he trains and competes in half ironman distance triathlons to “relax”.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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