Sales emails are my least favorite type of email, so I’m not surprised that it’s difficult to write them. They’re often long-winded and full of jargon-y business speak that makes it hard for the reader to understand what you’re saying.
But the most important thing is making sure your message is clear and concise, whether it’s a cold email or a follow-up after meeting someone at an event. Here are some tips on how to make that happen:
- Use a good subject line. The subject line is your first impression, so make it count.
- The subject line is your first impression, so make it count.
Make sure your subject line is short and punchy. The goal of a good subject line is to entice the reader into opening your email without giving too much away.
Use action words like “free”, “new”, or “read”. But keep it relevant: don’t use a generic phrase like “want more sales?” if you’re actually offering something specific maybe something like “How to Double Your Sales in 6 Weeks.”
Also, keep an eye out for spelling errors and other grammatical problems in your email’s body text especially if you’re sending an unsolicited advertisement (which should always be written as carefully as possible).
| Key Takeaways |
|---|
| Crafting effective unsolicited sales emails requires a personalized approach. |
| Start with a compelling subject line that piques the recipient’s curiosity. |
| Clearly communicate the value proposition and benefits of your offer. |
| Keep the email concise and focused, addressing the recipient’s pain points. |
| Include a clear and strong call-to-action that prompts a response. |
| Follow up strategically to build rapport and continue the conversation. |
| Respect the recipient’s time and provide an easy way to opt-out if needed. |
| Test different elements of your email to optimize for better results. |
| Building trust and credibility through your email content is essential. |
| Adapt your email to the recipient’s needs, showing that you’ve done your research. |
Write An Intriguing Opening Line
Here are some ways to begin a sales email:
Use a question. For example: “Do you want to improve your bookkeeping?” Or, “Are you looking for help with payroll?”
Start with a compelling statement. For example: “The average small business has 7 employees and 37 vendors.” Or, “Our customers spend 20% of their time on redundant tasks.”
Use a quote that gets attention or relates to the reader’s business. For example: “Your main competitor has twice as much inventory as you do,” or “In 2016 alone, our clients saved over $2 million by using our software.”
Use statistics that demonstrate the problem (or opportunity) your product solves and how it can benefit the reader’s company.
For example: Our research shows that 80% of businesses who use our system save at least $1 million in operating costs per year; 89% of companies who start using our cloud-based software increase sales by 30%.
Reference someone else who uses your product a customer, partner company, or colleague, and quote what they say about it (this method works particularly well if there’s an influential person in your industry writing about the product).
Example: “We were able to reduce employee turnover from 25% down to 15%, saving us more than $300K annually” Richard Branson, CEO of Virgin Group
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Think About Who You’re Emailing
First, it’s important to know who you’re emailing. The prospect’s role and company size are two of the most important pieces of information to consider when drafting an unsolicited sales email.
For example, if you’re writing an unsolicited sales email for a $100 million engineering firm in Silicon Valley, then it may make sense to assume that they want to talk about serious software solutions.
But if you’re talking with an IT manager at a 500-person manufacturing company in Ohio or Alabama? You should probably tone down the buzzwords and jargon and focus on usability (for example).
Keep Your Message Brief And To The Point
- Don’t ramble on. Keep your message brief and to the point.
- Don’t repeat yourself, or use filler words (e.g., “um,” “like,” etc.).
Don’t overuse acronyms and jargon; if you do, it may make your email seem unprofessional or confusing for some people who don’t understand them as well as you do and possibly even alienate certain prospects by seeming too technical or business-focused without reason.
Avoid buzzwords like “best-in-class” (unless there truly is no better way of saying it), which could come across as self-serving and insincere in an unsolicited sales email (or any communication).
If you want to add a little flair to your language but still keep things professional sounding, try using more creative synonyms for terms commonly used in business writing like “productivity” instead of just saying “efficiency.”
Be Personal And Use Their Name
- Use their name.
- Use their title.
- Use their company’s name.
Add in location-based details: where they live and what they do there is always a good way to connect, whether it be the ski resort you both love or the coffee shop where you both get your morning fix.
Mention hobbies and interests (if you know them). Do they like baseball? Rock climbing? Going out with friends?
These little hints help build trust with someone who might not know anything about who you are or what you do and will make them much more likely to respond positively than if they feel like getting into a sales call with just anyone off of LinkedIn.
Include social media handles that can help connect the two of you outside of email: Twitter, Instagram, Facebook Messenger, Snapchat the list goes on! Social media can be great for building rapport before an actual meeting takes place; even something as simple as “Hey!
Follow me on Instagram! We should chat sometime!” can work wonders in terms of making people want to hear more from you later down the road when they remember that initial connection between the two of them (and hopefully remember how much fun it was).
Are you a marketer or salesperson looking to master the art of cold email outreach? Our comprehensive Cold Email Guide for Marketers & Salespeople provides valuable insights and strategies to help you achieve your goals.
Be Specific About What You Have To Offer
Don’t just say you offer “great service” or “in-depth knowledge.” What makes your company different from every other company that offers competing products or services? Tell them what makes you unique.
If your strengths are in customer service, emphasize how quickly you respond to inquiries and requests.
If one of your strengths is low prices, talk about how much money people will save when they buy from you instead of the competition. Whatever it is that sets you apart, be specific about it!
Don’t mention price until the end of the email; it’s more important for potential customers to know how beneficial buying from you will be for them than knowing what their total cost will be upfront (especially since most people still don’t use online shopping calculators).
Explain What Makes You Different From Other Companies That Offer Competing Products Or Services
Think about how each company differentiates itself from the others. What makes it unique? For example, if you’re a web design company, you could explain that your site is “mobile friendly” or that you use WordPress to create responsive websites.
If you’re selling a book on Amazon, why should someone buy this book over another book on the same subject matter?
For example, if someone were trying to learn how to write good sales emails for their business and they wanted some advice about what books would be helpful for them (and also maybe sell me some books), I would recommend The Sales Email Handbook by Dan Kennedy.
It has great examples of what these emails look like in practice so they can see how they work in real life before they even get started writing their own stuff!
Don’t Mention Your Price. At Least Not Yet
They’re going to ask, and they’re not going to be happy when you tell them. Don’t mention your price until you have answered all of their questions.
Until the prospect is sure that what you are selling is exactly what he or she needs, and until he or she has asked whether there’s a way for him or her to get started today.
Don’t talk about the price in your first sales email. If someone writes back saying “What will it cost me?”, don’t answer right away. Respond with something along the lines of “I’m glad that my email was helpful! Let me know if there’s anything else I can do for you.”
Then follow up again when they’ve had some time to think about things and respond with another question or two (but nothing too long).
Unlock the full potential of cold email outreach with our Ultimate Guide to Cold E-mail Outreach. Discover proven techniques, best practices, and step-by-step instructions to connect with your target audience effectively.
Emphasize The Benefits Of Your Product Or Service Over Its Features
In our sales emails, we’re often tempted to talk about features. This is because we care about them we think they’re cool and that they’ll help our customers.
But the truth is that most sales emails are read by people who don’t care about your product’s features. They care about what those features will do for them.
So how do you communicate benefits? Make it clear what your customer gets when they buy your product or service, rather than just telling them how great it is (which isn’t very convincing).
It should be something that appeals directly to their interests and needs something like: “This will make my life easier.”
Talk About How Your Product Or Service Will Solve Your Prospect’s Problem
When it comes to writing a sales email, there’s no better way to get your message across than by being specific. You want to be sure that the prospect understands how your product or service will solve their problem.
You also want them to know that you understand what they’re looking for and how you can help them achieve it.
When writing an unsolicited sales email, use a specific example of a problem and explain how your product or service will solve it in detail. Don’t be afraid of using jargon or industry terms if anything, this shows that you are knowledgeable about the industry!
But don’t use too much technical language either; write simply enough so that everyone can understand what you’re saying without having specialized knowledge on hand (or access).
Ask For A Response Within A Certain Time Frame
This is an important step, as this will help you determine whether or not your email was read.
If the prospect does not respond within a certain time frame, you can assume that they were not interested and move on to other prospects who are more likely to be interested in what you have to offer.
Generally speaking, ask for a response within 24-48 hours so that you have time to follow up with them if necessary (see next section).
If there is no urgency with your lead and you believe that it’s okay for them to take their time making a decision about whether or not they should work with you, then one week is usually sufficient.
Ready to make a strong first impression with your cold emails? Explore our collection of 13 Cold Email Templates that you can use right away to engage prospects, nurture leads, and drive conversions.
Make Sure To Write Concisely, With One Clear End Goal
In an unsolicited sales email, you want to make sure your message is clear and concise. You also want it to be written in a way that will be easy for the reader to read and understand.
Make it easy on yourself by writing one solid sentence that explains exactly what you want.
This makes it easier for them to say yes or no without feeling overwhelmed by the length or complexity of your proposal or having to scroll back through the rest of their inbox looking for answers they may have missed earlier on in your long-winded sales pitch!
Learn how to leverage the power of email marketing to attract and retain clients with our guide on Effective Cold Emailing: How to Get More Clients Using Email. Discover strategies and tactics to enhance your outreach efforts and grow your client base.
Conclusion
I hope that this outline has given you the confidence to write a compelling sales email. As I mentioned earlier, the key is to make it personal, brief and specific.
Don’t be afraid of rejection if you get one response out of every 1,000 emails sent out, that’s still a lot better than not sending anything at all!
Remember: if they don’t respond within a week or so of your email being sent out (or whatever timeframe you choose), follow up with another email reminding them about your offer again.
Further Reading
How to Write Readable Sales Emails that Get Results: Discover techniques and tips for crafting sales emails that are not only effective but also easy to read, helping you achieve better results in your outreach.
Mastering B2B Sales Emails: Learn the art of B2B sales emails and gain insights into strategies that can help you engage and convert potential clients in the competitive B2B environment.
Persuasive Sales Email Templates: Access a collection of persuasive sales email templates to enhance your outreach efforts. These templates are designed to grab attention and encourage action.
FAQs
How can I improve the readability of my sales emails?
Improving readability involves using concise language, breaking up long paragraphs, and incorporating bullet points or numbered lists to organize information effectively.
What are some key elements of successful B2B sales emails?
Successful B2B sales emails often include personalized subject lines, relevant value propositions, clear call-to-action buttons, and a focus on addressing the recipient’s pain points.
How can persuasive sales email templates enhance my outreach?
Persuasive sales email templates are designed with psychological triggers to evoke curiosity and interest in your recipients, increasing the likelihood of a positive response.
How do I adapt sales email strategies to different target audiences?
Adapting sales email strategies involves researching your target audience, understanding their pain points, and tailoring your message to resonate with their specific needs and interests.
What role does follow-up play in effective sales email campaigns?
Follow-up emails are crucial for nurturing leads and maintaining engagement. They provide an opportunity to address any questions or concerns the recipient might have and push them further down the sales funnel.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.
