How many emails hit your inbox every day? According to a study, around 6.2 trillion emails are sent globally over a period of 30 days. And an average office worker receives around 121 emails in a day.
If you are an active email user, you certainly spend much of your time juggling emails – replying to some while trashing others. Salespeople keep on sending emails to drive profitable actions from prospects. If you run a business, you might be replicating this task as well.
But what is the response rate to your sales emails?
One of the primary reasons for a lower response rate is poorly written email copy. Your outreach emails will be opened and read-only when they are crafted to attract immediate attention, provide value to the reader, and prompt some kind of engagement.
If your email marketing efforts are failing due to a poorly written copy, here are four rules you can start using right away.
1. Keep It Short
Brevity makes the cut, especially when it comes to communicating with people who are pressed for time (who isn’t?).
When writing sales emails, keep the number of words under 100. At the same time, make sure you create the copy in a way which makes the recipient discover the following pieces of information instantly:
– Who are you and what company you work for
– What you do and how your products or services work
– Invitation to contact
2. Talk About the Prospect
An effective sales email should not only be about you or your company. Try to also keep the focus of your email on the problems and common questions of the prospect.
While reading the sales email, your prospects should quickly know that you are the person who can answer their questions.
– How can I learn to …
– How do I get rid of …
– What is the best way to …
Plus, ensure your email copy contains your email signature, headshot, link to social accounts and references. Such elements are crucial inclusions because they make you look trustworthy.
3. Address Prospect’s Pain Points
Most salespeople can’t resist the temptation to push features and benefits of their products on to the prospect. While doing this gratifies salespeople, it fails to strike a chord with the prospect.
So, instead of saying ‘Our SDWAN solution boosts online store connectivity and costs less than XYZ”, say “Does your retail business suffer because of sudden internet connection outages? Do you find the cost of your current technology solution outweighing its benefits?”
4. End with a Call to Action
The purpose of your email is to make the prospect take action – a specific action which aligns with your business goals.
Conclude your email with a strong, prominent call to action. Make it easy for the prospect to follow the next step.
– An easy way to get in touch with you
– An offer to download something they need
– Link to visit your website or blog
Also, limit the number of call to actions in a sales email to just 1 or 2. Too many calls to action can drive prospects away.
Prospecting is a never-ending activity. Success, however, can partially depend on how well you write the copy of your emails. Re-evaluate your email content and use these tips for effective sales communication.