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

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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?

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Thank You!