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How to Send Sales Emails that Get Results
Written by John Hernandez07/07/2021

How to Send Sales Emails that Get Results

The ability to generate sales is critical for any business. Today, email is a powerful and necessary tool to make it possible. Whether you are trying to win a client or sending an email to many customers about a product, you need the skills to send an effective email that can close the sale.

But where do you start? There are tons of methods, opinions, and advice you can find on the web. Ultimately, it’s up to you to experiment and find out what works best for you and your audience. But thankfully, there’s a universal foundation we can all start with to have a successful strategy for sales email outreach.

Here are some ways we can send an email that gets you the sale.

Craft a Great Subject

Your most important part of the email is your subject line. It’s so important, that you should spend your most time on it.

For most industries only about a third of the list will choose to open the email. The better it is, the better chance you get more eyes on it. This also goes for sending a cold email to an individual person. Make it remarkable and difficult to not open while scrolling through emails.

What’s a good example?

It varies by industry and the actual topic. But some good rules to follow start with making it short, just a few words. Add some urgency to it or play with the fear of missing out or a very clear benefit of your product.

If you are trying to reach one person for the first time, make it simple. “Quick question” will almost always get open but you want to make sure it is honest and doesn’t turn the reader off if they feel tricked. The best subject lines are relevant to the recipient.

The Shorter the Better

It’s easy to write a long email, much harder to make it short. We want it shorter for a few reasons. The first is the experience. A big portion of your readers is using a phone. A paragraph that might seem meaty on your desktop can look like a massive essay which can get intimidating for a busy reader. It’s best to write your email thinking of the mobile-first experience.

If it is short, then more people will read through the whole thing. If they read it all, they are more likely to take action. Short emails are welcoming, attractive, and they force you to be very concise in what you are trying to say.

Write your email keeping “short” in mind. When you are done, try to edit it even more. Keep paragraphs small, preferably no more than three or four lines on a phone. Picture the reader scrolling through and following your message, step-by-step.

It’s not about how much you say it. It’s about how you say it.

Remove Obstacles and Friction

If you’ve had a lot of sales experience, you know all about friction. What are the hesitations, the things that get in the way of someone choosing to buy from you?

It might be a trust issue, they aren’t sure if it is worth the cost or they might be concerned with payment and data security. Or it could be they just aren’t sure if they like it or not. Identify what that is. Then try to tackle it before they even ask the question, anticipating their concerns and tearing down those obstacles that could prevent a sale.

That might mean a money-back guarantee policy. Or a free trial. A badge or certification to reemphasize your credibility. Whatever it is, it should be communicated on your website and your email (if it is relevant).

For example, let’s say you sell a product at a high price. In the email, you can direct a common hesitation head-on. “Not sure if you’ll like it? If it doesn’t work for you, you can send it back within two weeks. No questions asked.” That removes the barrier in the same email and promotes action. The fewer steps necessary, the higher chance of the sale.

The same goes for client relationships and any other step to onboarding. If your email’s goal is to get that person on the call, don’t wait for them to respond to let you know, adding another step. Give them the option to schedule right away on the first email with tools like Calendly. This prevents another step and allows for quick action.

Time is Everything

Where do 80% of your audience live? When do they get your email in the inbox? The date, day of the week, and time matter.

Today, you can access statistics from various sources on what times are best for what action. Maybe it’s the best time most people open an email. Or maybe there is a great time people make purchases. You can use this information as a starting point but your audience will be unique and you should study your own data. Pick times and days that make sense. If your email goes out at 3 am on a Monday for most people, it probably isn’t going to perform as well.

Tuesdays and Thursdays tend to be good days for emails. Mondays, people are getting back to work and Fridays people are packing up their cars for the weekend outings. After a while, you’ll get a sense of your own audience.

Also, make sure to be aware of well-performing seasons, holidays, and other events that could make a difference. Sending a relevant email will increase your chances of success. Use a Year Over Year report to analyze your best-performing windows.

Make it Personalized

An email blast, generalizing your audience, can quickly turn into spam. If your readers see it as spam, you quickly lose influence and credibility. That’s earned and hard to recover from. It’s best to invest in a long-term growth strategy that builds trust and influence with your contacts.

We can do that by obsessing over relevancy and personalization.

If it is an email list, you can start with data. Make sure you have their first names and input the option for each name to automatically show up in their email. If it is an individual, mention something personal to them like congratulating an accomplishment or thanking them for something specific.

Once you build the foundation, you can dig deeper for better results.

Begin to tag members in your list by interests, actions, and other identifiable markers. Tools like ConvertKit are powerful for this. Once you have tags and audience segments, you can send highly targeted sales emails. For example, if someone buys a grill that needs a new part every 6 months, you can send an email at that time with the purchase link. They like it because they need it and you conveniently sent it to them. If a random customer got it, they’ll see it as spam.

People Don’t Like Being Sold To

But they love to buy what they want. If we take that perspective when we craft the email, you write a better piece of communication that highlights the value you offer.

How do we do that? It starts with identifying the need the reader has and how you can help them solve it. For example, they have X as a problem. You offer Y and which gives them a solution (or Z). They don’t see you as selling, they see you as having what they need. This requires relevancy and clear communication.

You also want to highlight the benefits of your product more than the features. An apple computer has some cool gadgets. But people don’t buy it because of its features, they buy it for how it makes them feel and what it represents. That’s what you want to highlight. We don’t buy computers because they let us do things. We buy them because they help us make our income, build ideas, communicate with our loved ones. They make life better.

You can identify your benefits by asking “So what?”. Let’s say you offer clients accounting services. So what? So that they can get great service, clear financials, and save costs. So what? So that they can have a fruitful business that makes more profit and gives them more time to work ON it and not IN it. That’s what you want to sell.

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These are a few steps you can use to build the foundation for your sales email strategy. Focus on what you like as a reader. When you open up an email, what makes you feel good and want to take action? When we think of the other person behind their screen, we can better put ourselves into their shoes and craft a great email.

Whether you are emailing a list or an individual, start implementing these things to your outreach. You’ll likely see better results. Once you do, start gathering data and metrics to optimize and improve your results.

What would happen if your sales email closed just 5% more sales? You don’t have to wonder anymore. Use Profit Frog to see how small improvements can make big impacts.