Writing intriguing, trustworthy e-mail content in today’s market can feel like a losing game. How do you stand out from the crowd without resorting to gimmicks (which doesn’t work anyway)? Enter your host Donald Kelly and our guest James Boreham with five tips on creating e-mails that create unforgettable first impressions your clients will still be talking about years later (true story!).
Current Challenges In Email Prospecting
- People are flooded with information. When you reach out to someone, you’re just one out of so many notifications they’re going to see that day
- Buyers are burned out when it comes to e-mail. E-mail prospecting is up 30% since the beginning of the pandemic, but reply rates are down 50%
Do These 5 Things to Boost Your E-mail Open Rates
- Use short, intriguing subject lines. Most e-mails are viewed on mobile devices. On a smaller screen, only a small amount of text makes it to your prospect’s eyes before they decide whether it gets opened or goes to the trash.
- TRY THIS: Send the e-mail to yourself before it goes out. Does it look like marketing fluff? Or does it look important?
- See the prospect as your equal. Even though you might be reaching out to prospects who have a lot of experience in their field, you are the expert in YOUR field (which is your product). Don’t condescend, but don’t beg either. Know the worth of your information and your product to become a trusted advisor who commands respect.
- Do your homework. Personalize your content to show that you’ve taken the time to get to know their business and their needs. Impress your customer with your hustle and commitment (without sacrificing the natural flow of the e-mail).
- TRY THIS: Check out the careers page on the company’s website. Get a sense of what roles and responsibilities exist so you can understand your prospect’s needs.
- Stay actionable and objective. Don’t be too “sales-y”. Talk in terms of facts and keep things clear. Don’t add so much personality that your prospect loses the plot.
- Follow up with one-liners. Don’t try to reinvent the wheel – one-liners work! Use them to connect with people and encourage their responses.
Juro Contract Management (website)
- This episode is brought to you in part by Scratchpad.
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- This episode is brought to you in part by TSE Sales Foundation.
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