Cold Sales Emails: We dread sending them almost as much as we do receiving them. And yet email continues to be a powerful tool in any salesperson’s toolkit. But, is it possible to craft one that is eye-catching, personal and engaging? Startup experts share their test-driven tips for writing a great sales email in this simple guide:
What really makes a subject line stand out? Elizabeth Yin of Launchbit recommends using punctuation, like question marks, as well as uncommon words like “tidbit” to get your message noticed.
Insightpool, an emerging social engagement platform, bypasses boring introductions altogether by using GIFs and intriguing headlines to grab the reader’s attention, like, “Hey ____, have you seen this hilarious cat video? I thought you might enjoy it.”
Experts agree that less is more, and short is sweet. Yin says to use the first sentence to build rapport and then use the next two sentences to explain – in the simplest, clearest terms – what you can do and how you can help.
For this, Insightpool has a 3-in-3 rule: Sales staff should take no longer than three minutes to find three key facts about the prospective client in order to personally engage him or her in the email.
In one final sentence, make your ask. Aaron Ross, author of Predictable Revenue, advises to make the call to action concrete. Rather than, “Let me know what I can do,” say, “Can you talk this Friday at 4?”
Salesforce.com strongly advises against including attachments in a cold sales emails. If you must attach something, take another tip from Insightpool by attaching a picture of yourself writing the email. It’s a fun and memorable way to assure the reader that the message is coming from an actual human.
Photo Credit: Goneys via Flickr.