If you rely on the power of sending out mass emails for conversions in your business, here are a few facts. Each of your prospective customers, especially if they are B2B buyers, receives several hundreds of such emails every day.
Out of these, they open a small percentage, read a few of them, and there will be very few instances where they would actually reach and act upon the call of action.
This means that in order to maximize conversions, you will need a better flow in the emails, more engaging language, and lots of other little tools of the trade that you’ll find in this blog.
Below is an example of a typical sales email:
5 Important Components of a Sales Email
From start to finish, there are 5 things you need to keep in mind when composing sales emails. They are the step by step flow of what a prospect customer reads through, and it goes in the following order.
• Subject Line
• Opening Lines
• The Body
All these elements must be thoughtfully constructed, written, and placed in a way that the customer can’t help themselves but go to the next step after the other. This is how we ensure that they reach the call to action, and do call upon the action.
Please note that these aspects are dynamic and ever-changing. What’s a cool opening line today, can come off as corny tomorrow, so take these guidelines with a grain of salt, and be open to improvise.
1. Subject Line
The subject line is the first line of interaction between you and a potential customer. This is where the pros get things done because nailing this first step is so important. If there’s any room for creativity, it’s here. In the subject line, you can deliver value to your customer, making them open the mail in the first place.
It’s important to write the subject line like a real person, and not make it seem like a robotic factual statement of what is actually in the mail. Try to avoid catchy sounding slogans, because they can come off as corny, and be a big turn off for prospect.
A trick that really seems to work is, asking a question in the subject line, which seems personalized for the particular client you’re targeting.
2. Opening Lines
It is very important to know beforehand, what is the best way to address a particular client. Would they like to be addressed by their first name? Do they respond better to formalities like using “Mr.” or “Mrs.”? Are they a figure of authority and would be keen to respond to emails that start by addressing their seniority with “sir” or “ma’am”? These are important things to know because they can make all the difference.
The next step is to connect the context of your opening line to your subject because it is very important to maintain that kind of continuity. When done right, this funneling process should lead them right to conversion of a sale.
There is nothing worse than a bad opening line to turn back a customer. The first line is where you start establishing trust, tell them why you’re reaching out, and then take the first step towards the actual sales pitch.
3. The Body
This is the business end of your email. This is where the action happens, and you pitch them your sale. If a customer gets this far, you’ve already started warming them up towards your product or service. You have taken what was a cold customer and made them read the body of your sales pitch. Good job!
Depending on what you’re trying to sell, or what is the end goal of this sales email, you need to figure out what works best for your particular customer and service. The result could very well be a simple exploratory call by your prospect.
So to achieve this, you need to be thorough about what you do, what problem you solve, and what are the exclusive benefits you provide that the potential client can relate to.
This is the most important part because this where you are fulfilling the purpose of the email you sent. Now, it is very easy to get this step wrong. Call to action can simply mean a link click, but it has to lead somewhere, where the customer feels like their experience has been satisfactory too, and they come back again.
One can very easily confuse the customer by providing more than goals to their email, for example, a Facebook like, filling up a contact form, buying a product, etc.
The last thing you’re going to put on your sales email is the signature. This is where you put your name and hit the return button, then you put your title, hit return again, contact info, etc. etc. This is the traditional way of finishing an email, and it’s boring!
The signature part is an underutilized piece of real estate on an email, which can be used creatively to improve how you are perceived by your client. Getting creative means, attaching something that shows them more of who you are, or credible sources of third-person views about you.
For example, a good press feature is a great way to establish some clout. Another good way is to provide a YouTube video of something related to your product or service that showcases what you bring to the table.
Writing a good sales email from start to finish is an extremely vital skill to have when you’re relying on the internet to get your business. This guide is a great place to start funneling your potential clients in an organized manner, for turning them from a cold customer who has never heard of you, to a regular client who trusts in your business.
**This blog is compiled by Divyanshu Gupta