4 min read
Sending out a prospecting email is a simple and useful way of connecting with someone who would benefit from what you have to offer.
Unfortunately, it’s all too easy for sales pros to get caught up in the numbers game and send off lots of boring emails that fall flat.
While it’s important to be able to connect with enough prospects, using the right level of detail and customization in your emails is essential. A genuine connection sparks rapport and boosts your response rate through the stratosphere so you can start building trust.
With the right prospecting email techniques in mind, you can send out amazing customized messages to as many people as possible without having to spend a ridiculous amount of time hammering out all the details – it simply becomes second nature.
Here’s where to focus your attention to get the best prospecting email results:
1. Add Value with New Content
Connecting over a quick piece of (visual!) content can get a conversation rolling with almost any prospect. For example, you could include a short infographic that demonstrates the ROI your solution has to offer.
A relevant blog post or other piece from your archives shows you’re thinking in terms the prospect cares about, but remember to keep it short and easy to digest.
Even if prospects doesn’t engage with the content you send, there can be an impact: They might find themselves checking out your backlog of posted content, which will get them into the sales funnel.
2. Use a Custom Video
Product videos have an incredible influence on landing page performance, raising conversion by double digits – in some cases, even when the viewer doesn’t actually look at the video.
Sending a polished, professional video in a prospecting email can leave the wrong impression, though: Instead, use your phone to shoot some quick footage with that enticing, authentic feel.
3. Close With a Question
The main purpose of any prospecting email is to start the conversation. Most prospects aren’t going to be ready to buy when you reach out to them, and some might not even be ready to hop on a call with you.
However, if you ask the right question at the close of your email (not a generic “would it make sense to chat,” be creative!) you can inspire a real one-on-one meeting of the minds.
4. Focus on Relevance and Personalization
The more personalization you can get into your email, the better.
Luckily, a prospecting email can go well beyond using the person’s first name.
Think in these terms instead:
- Do you know anything about the company’s CEO? Can you mention him or her?
- What do you know about the company’s pain points? How can you underscore that?
- What do you know about your prospect personally? What do you have in common?
- Can you tweak your email template visually to align with your prospect’s branding?
- How else can you show attention to detail that will raise confidence in your offerings?
5. Use Urgency with Trigger Events
Trigger events are one of the core elements that make the difference between a regular “cold email” and a warm prospecting email that sets up a relationship. These are recent events – usually positive ones – that represent significant changes in the prospect’s business you can help them with.
Launching a new product, opening a new location, completing a merger or acquisition, or even welcoming a new executive leadership team are all examples of trigger events. Building your prospecting email around something like this makes it more effective and relevant.
6. Don’t Forget Your Tracking Pixel
Okay, so it’s not a prospect-facing issue, but it deserves to be said: You should track the results of every prospecting email. Sometimes, you’ll find people look at your email many, many times over before they reply.
They might click through and check out your content, then get back to the issue much later. And, of course, raw open rate data can help you optimize your subject lines.
When you master the art of the prospecting email, you take control of your sales pipeline and, ultimately, your business results.
Although there are many moving parts that all work together, a good prospecting email isn’t really a mystery. It all boils down to some basic ideas:
- People want to work with those who have a genuine interest in their success.
- You demonstrate interest with research and personalization – in any context
These ideas will serve you well in all inbound sales and marketing initiatives. Implement them consistently and you’re sure to find your prospecting emails get much better almost overnight.
Published on July 4, 2018