Updated: Apr 16, 2019
It's possibly the worst kept secret in the email marketing arena that most crazy-busy people read through their email with their finger resting on that dreaded delete key. Can you relate? Follow these easy tips to increase your email prospecting success.
1. Eliminate Delete-Inducing Words Get rid of all verbiage that activates the delete response. Here's some of the main offenders: exciting, state-of-the-art, solution, partner, leading edge, passion, unique and one-stop shopping.
2. Keep Your Message Simple Your email needs to be less than 90 words. Use 2-sentence paragraphs so it can be scanned. Stick with regular black fonts (no colors) and never include more than one link or attachment.
3. Align With Their Objectives Research your prospect's company, industry or position. Make sure your email mentions an important business objective, strategic imperative, issue or challenge. Relevance is essential.
4. Focus on Immediate Priorities (Theirs Not Yours) Identify key business events that may be impacting your prospect's priorities and tie your message into that. Examples might be: relocations, mergers, management changes or new legislation.
5. Be an Invaluable Resource Products or services may be a commodity, but you're not. In your emails, focus on relevant ideas, insights and information you can share that will be of value to your prospect in reaching their goals, or help them solve what may be a less visible but nonetheless persistent problem.
6. Develop Incredibly Enticing Subject Lines Your subject line determines if your message gets read. Avoid sales hype and focus on business issues such as: "Quick question re: outsourcing initiative" or "Reducing product launch time.”
7. Launch a Campaign Make 8 to 12 touches (via email and phone) over a 4-6 week time period, with each contact building off the previous one. Provide links to resources. Illustrate the value of changing from the status quo.
What else comes to mind? Let us know. Thanks!