How to write a good sales email (Part 2 of 2)
In the first part of sales emails, we had discussed the importance of the first 5 of the 7 items in writing a great sales email.
Let’s move to the 2nd and concluding set of things you need to take care of.
6. Write a fantastic opening line
Thankfully there’s no one single way of how you can start the email the right way.
It’s mostly about context.
As David Harland, aka The Wordman, pointed out while sharing the above email, this email succeeds by “tapping into human curiosity.”
There’s no mention of anything they’d like to sell in the early lines (although, they are trying to sell wine).
On the other hand, the below email takes a different approach: It comes to the point right away.
Both are successful and yet both have their unique styles. Notice how each began in an unconventional manner.
There’s one more difference. Laylo soon begins to talk about money (at least the discount) while Rob nowhere mentions money in entire the email.
Some of the most successful opening lines have variously used numbers, and quotations.
- Statistics
- Quotes
Finally, the clear, direct pitch to sell has its own base of fans, mainly because the email doesn’t waste anyone’s time coming to point.
- Direct pitching
7. Always follow up and schedule
There is a large section of sales professionals who say selling is always about followup up. Great follow-up emails can help you sell at ridiculously low costs.
Sure, other factors are also important. But the crux is a lot of things will fade out if you don’t follow up frequently enough.
Here are some statistics on followup email:
- Sixty percent of customers will say No and won’t buy four times, before they say Yes. (Source)
- It takes about 6 attempts before you can reach 95% converted leads. (Source)
- If you respond/follow up within 1 hour, you’re 7x likely to engage better and productively. (Source)
Now that you’re fully convinced why followup is required, here are the 7 crucial elements of good followup emails:
- Question: People tend to answer questions more often. Try ending your emails with “How does next Tuesday 3PM sound to you?”
- Focus: Ask for one and only one thing. A meeting, a call, or a signup… any one thing. Do not clutter the email with multiple requests.
- Concise: Followup emails cannot afford beating around the bush. Keep them direct and short.
- Efforts: In your penultimate email, you might want to make a last-ditch effort by offering something extra (e.g., a discount). Be sure to include that the special offer is for a certain limited period.
- Key person: If you are not sure whether you’re emailing the right person, always end your email with a request to connect you with the right person. Say it with a thanks! “Karen, are you not the right person to discuss this? Then why not connect me to the correct individual and give me one more reason to thank you?”
- Window: Even if you haven’t been able to engage or convert, be nice enough to leave open a window for future possibilities. “Perhaps this is not a priority for you at the moment. Let me know when things change in future.”
- Timing: Followup emails should be timely. Ideally, you want to automate them.
You can find further details and a higher understanding of follow-up emails from this blog.
Over to you
Sales isn’t that difficult (it’s neither easy), but it takes a lot of work and a lot of discipline. You need to work on building a process that works and then believe in the process.
The above steps summarise how to write some great, unbeatable sales emails. So it’s now your turn to act and start generating better results.
Good luck! And happy email marketing!
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