Write emails for salesHow many emails do you receive each day? 100? 200? Now, how many of those emails do you actually read? As sales professionals, we need to put ourselves in our prospects’ shoes and really consider how to write emails that drive sales and will be read by our prospects. Just like you, your prospects don’t have time to waste so unless your email is worth reading, consider it deleted before you even press send.

While writing an email may seem straightforward, writing emails that get opened and read is a different story. As you draft your next prospecting email, below are a few helpful tips you should keep in mind.

How to Write Emails that Drive Sales

1.) Attract Attention with Your Subject Line – Your prospects are likely sending and receiving hundreds of emails every day. As such, your subject line may be your only chance at capturing their attention. The more you can relate your subject line to your prospect, the more likely they are to open your email. For instance, if you were referred to the prospect by someone they know, mention that person’s name in the subject line. “Tim Chase thought we should connect,” for example, could be a nice way to grab their attention.

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2.) Personalize Your Email – The more personalized you make your emails, the better. Try not to use a generic greeting such as “To Whom It May Concern.” Instead, address them by name. Doing this will make them know that you have done your research and have at least taken some time to learn about them. You may also want to mention how you were referred to them in the first place – perhaps you know someone that they have done business with in the past or maybe you attended the same conference recently. Any information you can relate back to the prospect will help you to earn their trust. Additionally, you should make an effort to incorporate information that they will find helpful. If you know of a recent white paper they downloaded, consider relating your email to that topic.

3.) Keep it Short and Sweet – Just like you, your prospects don’t have time to read through lengthy paragraphs to find the information they are seeking. That is why you need to make your emails as short and simple as possible. As a rule of thumb, try to keep your emails to three short paragraphs. The first paragraph should serve as an introduction, the second should focus on how your product or service can assist them and the third should provide a clear next step for the prospect to take. Additionally, while graphics and illustrations have their place, only use them if they further build your case; don’t use them just because they look nice.


4.) Provide a Clear Call-to-Action – The most important item to include in your prospect email is a clear call-to-action. What is it that you want them to do? If you’re requesting a time to meet, offer some dates and times when you are available.Too often, salespeople send a generic email that offers no clear direction. In these instances, even if your prospect is interested, they don’t know what you want them to do and will likely delete your message. Therefore, you must be deliberate with every email you send and provide a clear and actionable item.

5.) Don’t Forget to Proofread – Sending an email riddled with grammatical errors and misspelled words is a sure way to lose a prospect. While spellcheck is great, it doesn’t mean you shouldn’t proofread your work before pressing send. If you don’t trust yourself to proofread your own writing, send a draft of your email to a colleague and have them edit it for you. It also helps to read your email aloud. Doing this may add an extra step to the process but it will help ensure that your email is written professionally.

Ultimately, as you look to combat the high volume of emails your prospects receive on a daily basis, you need to write emails that will stand out against the rest . Generic, non-personal emails that don’t have a clear purpose will not do the trick. Emails can be a great way to build relationships with your prospects and ultimately drives sales – but only if they are written with your prospects in mind.

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