You’ll never make the sale if no one reads your email! Emails are often a first touch point for new prospects—but most people receive over 200 emails a day. So how do you stand out in a chaotic, overflowing inbox to get clicks and secure meetings?
Here are some tips to create an effective sales email:
- Timing: The Early Bird Gets The Worm
Experiment with time of day. Tuesdays through Thursdays are statistically the best days to send emails. There’s something to be said about that famous phrase—the early bird gets the worm. Early morning emails from 6-8am garner more clicks because it’s the first thing executives see in the morning. Emails sent in the evenings, between 7 and 8pm, can also have a high success rate. Knowing your prospect’s schedule and experimenting with send times will help you connect with him/her at the “right” time.
- Subject Line. Do you want gift wrapping?
Don’t underestimate the power of a subject line—it’s one of the biggest factors in how people prioritize their email. It’s like fancy, flashy wrapping for a gift—it gets your attention. Be clear, to the point and eye catching. One best practice is to think of your subject line as a text message. What would you want to say quickly via text to get your emails opened? Adding numbers in the subject line also increases your open rates.
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And for younger audiences, use acronyms and hashtags:
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Try letting your personality come through in your subject lines:
- I swear I’m not a stalker …
- Was it something I said?
- Do I need to send out a search party?
- Lead With The Answer.
People are busy—make emails easy for them to read. Limit emails to 1-2 paragraphs with each paragraph no more than four lines. Marketers are often juggling many projects and they receive hundreds of emails a day. To ensure your email gets read, lead with the prospect’s pain point or solution in the first sentence. Don’t bury the lead in the middle of the email. If you have a lot to relay, use bullet points.
- Customization Creates Results.
Customization takes time, but it also creates results. Personalize the note to your prospect and their business needs. The average prospect gets at least 17 unsolicited emails per day. If you can use the same exact email across multiple prospects, it probably won’t raise interest or get a response. Even in a world of sales and marketing automation tools, it is possible to customize in mass.
- Be Visual: A Picture is Worth a Thousand Words.
They say a picture is worth 1,000 words and it’s true. Add a fun image to capture your prospect’s attention. GIFS are great ways to get your point across and let your personality shine. Or include an ad mock-up to showcase how a brand’s creative will look on your website. This helps a marketer quickly visualize their ad surrounded by the perfect editorial content for their advertising message.
- Be Their Concierge
Help advertisers overcome their marketing challenges and build trust with helpful content and learning tools. Send prospects or current clients useful information for 2016 planning such as an editorial calendar, highlighting the issues you think are most valuable to them.
Intrigue your prospect with customized solutions, like a special feature that highlights editorial related to a brand. Too often we focus on broad strokes, but taking time to relate your product to a specific need can really pay off in a big way. Finally, prove to them it works. Provide stats from a previous campaign with recommendations for optimization. It’s no secret that marketers are focused on ROI, and want to optimize for better results.
- Make it Actionable: Provide a deadline.
Have a clear call to action or deadline. If you’re trying to schedule a call, provide 2-3 time slots with a reason for them to participate. Is there editorial content that strongly relates to their business or will there be additional distribution at an event, so they will get more bang for their buck? Don’t forget to give prospects a deadline to purchase ad space. They have a lot going on and deadlines will help them prioritize.
- Follow-up with a phone call.
Always follow-up within a day with a personalized phone call. Too often we fall into a rut of email communication. While email is valuable, picking up the phone will build a stronger relationship and get to an answer faster. All too often, what takes days to discuss in email can be resolved with a 10-minute phone conversation. However, before you call, have something compelling to say to your prospect. Demonstrate that you know their products, target market, advertising mix and goals.
What are some of your tips and tricks for getting your emails read? Comment below and let us know!
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