Secrets to Compelling Sales Emails
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21-Oct-2014 -
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Transcript of Secrets to Compelling Sales Emails
Secrets to Compelling Sales Emails
#EmailSecrets
Meet Your Hosts
#EmailSecrets
Lindsay Brothers@LindsayBro @LiveHive
Ricardo Arguello@Ric_Arguello
Brought To You By LiveHive
Track your sales collateral to see how it’s being shared.
#EmailSecrets
Today’s Agenda
1. Shift Towards Targeted Emailso Less Cold Calling
2. Writing Compelling Emailso Subject Lineo Bodyo Timing
3. Combating Spam4. Q & A
#EmailSecrets
Changing Times
● Selling process has evolvedo 92% of buyers start their search
online● Prospects are more informed
o They complete as much as 90% of the buying process before interacting with sales
#EmailSecrets
Going Digital
● Prospects are constantly onlineo Prospects spend a 25% of
their day on email● Business people send and
receive 115 emails per day● Research your prospects, they
are researching you
#EmailSecrets
Should You Be Cold Calling?
● Less efficient than emailo Conversion rates are
only 2%● Prospects don’t pick up their
phoneso Calls are no longer the
first step
#EmailSecrets
Should You Be Cold Calling?
● Prospects are much more comfortable responding to an email than a callo Calls are disruptive to their day and can be annoying
● Combining email and phone calls works besto Start your outreach over email then work your way to the
phone
#EmailSecrets
Why Should I Use Email?
● Emails allow you to deliver targeted messages
● Allows you to create that first touchpoint with a prospect
● More efficient than cold calling
#EmailSecrets
Why Should I Use Email?
● Easily repurpose emails based ono Buying Behaviorso Company size
● Your competitors are already contacting your prospects
#EmailSecrets
How do you stand out from all the clutter?
Solution: Compelling Sales Emails
#EmailSecrets
Research
● Spend an hour learning about your prospects
● Read their website● Find out if they have a blog
o What are they writing about?
#EmailSecrets
Research
● Find their social mediao Follow them and start discussionso Join a LinkedIn group they are in or start your own
● Use what you’ve found to build a common interest with your prospects
#EmailSecrets
Personalize For The Reader
● Think about who you’re writing to● What interests them● What are they reading or talking about● Highlight something that is unique to that company● According to the Aberdeen Group: personalized emails
increase clickthrough rates by 14% and conversion rates by 10%
#EmailSecrets
Personalization To You
● Include an image of yourself in the email signature● Have a link to your social media (LinkedIn or Twitter)
#EmailSecrets
Subject Line
● Must be engaging and relevant
● Hook themo Could be something they
will want to share with others
#EmailSecrets
Subject Line
● Leave them wanting more● A good subject line can be the difference between an email
being opened or sent to spamo 69% of email recipients say they report email as spam
based on the subject line
#EmailSecrets
Subject Line
● A question or mysterious fact can lead to 20% more opens
#EmailSecrets
Subject Line
● Make your subject line personal
#EmailSecrets
Subject Line
● Use specific numbers in your subject line
#EmailSecrets
Subject Lines To Avoid
Here’s a list of words or phrases to avoid in your subject lines
#EmailSecrets
1. Free2. Discount3. Quote4. Sale5. Specials6. Unique7. Guarantee8. Now only
Content Styling
● Always include a greeting
● Use your research
● Keep your email short and relevant
#EmailSecrets
Content Styling
Secret #1: 3 sentences should be the max in a paragraph
#EmailSecrets
Content Styling
● Use bullets to break up sentences
● Be careful with your use of bolding or italicso Use them to highlight
an important point
#EmailSecrets
Content
● Be direct
● Always include some form of Call-To-Action
● Don’t make statements you can’t back up
● Ask them questionso It shows you care about them and their business
#EmailSecrets
Content
● Secret #2: Adopt a reader-focused writing style for your email bodyo Avoid terms like We, I, Uso Write the email from the perspective of the buyer or the
lead
#EmailSecrets
Content
● Share interesting or relevant content with them
● Send a link to helpful, relevant articles
● Find content using RSS feeds, Flipboard
#EmailSecrets
The Black HoleWhat happens to your emails when you send them out?
Messages get lost or end up in the spam folder
#EmailSecrets
Combating Spam
#EmailSecrets
● Unsubscribe people if they ask
● Stay up-to-date on email laws and spam filter technology
● Use tools like SpamAssassin to check your spam score
Combating Spam
#EmailSecrets
● Don’t use exclamation points or strange characters● Avoid email addresses that have bounced● Keep emails short● Don’t use all caps
Combating Spam
#EmailSecrets
Avoid these spam triggers in your subject line or email body:
1. No Obligation2. Dear3. As Seen On4. Free5. Bargain
Timing
● Know when it’s best to send your email● Monday blues● Tuesdays and Wednesdays are the best● Scheduling is a great way to get ahead
o Mind the time zones of your prospects
#EmailSecrets
Timing
Secret #3: 8-10AM and 4-6PM are the best times to send emails
#EmailSecrets
When To Follow Up
● Always remember to follow up● If you’ve received a response, follow up immediately
o Prospects are shopping around for solutions● You probably won’t make the sale right off the bat
o It can take up to 5 touchpoints before you get a decision from a prospect
● If a prospect is not responding to your messages, don’t give up!o Follow up once a week
#EmailSecrets
Questions?
#EmailSecrets
Thank You!