I get this question at least daily – my prospecting emails are terrible, what can I do to make them better?
I threw together my top ten tips for great emails; this will give you the structure you need to change up your existing campaigns and start to see positive results. Feel free to download and share to others who can use the help!
- Your subject line is the most important part of your email and it should always be customized. It doesn’t even need to make sense, but it needs to Show Me You Know Me (SMYKM).
- Try to put at least two things in the subject line to demonstrate SMYKM.If you were trying to get to me, you might do: Nickelodeon + LinkedIn + Your Company Name OR Barefoot Contessa + Leukemia Lymphoma Society + Go Noles!
- The first sentence of your email is the second most important thing. Think about this –your subject line + first sentence are all anyone sees on their email pop-up or phone before they decide to open or swipe left to delete you.
My go to first sentence is always this, “Hi XYZ, We have yet to be properly introduced, but I’m Sam McKenna and I wanted to reach out regarding what your team is doing around its sales process.”
- The above bolded is all that anyone will see in an email preview. So, you take a customized subject line + a polished first sentence noting that we haven’t yet been properly introduced, and you make the person think that 1. You’re intelligent and have done your homework and 2. Maybe there’s a reason you SHOULD have been properly introduced by now.
- Whatever you reference in the subject line must be (briefly) tied into the email. Don’t tell me you know I went to FSU or that you read my #samsales posts – tell me something about that. Do you cheer for FSU? Did you love a particular post? What is it that you liked about my podcasts? Expand your thought and show me that you really have context behind your subject line.
- State a common challenge that you know your prospect is likely having, and note that your clients, in that same industry, had the same challenge; then state clearly (and briefly) how you can solve it. Here’s an example – a common challenge that is held in every industry is finding new ways to generate leads. So, when I represented LinkedIn’s Sales Navigator, an easy line to say is, “I know everyone struggles to generate more leads, but a simple way to do this, effectively overnight, is to build a process around how to track job changes. Navigator can do this for you and instantly notify you of new leads in your key accounts,even if you’re not connected to the lead or share any common connections.”
- The challenge must be a pressing one and your solution needs to be clear; it also needs to be brief and enough bait to make a buyer think, “That sounds interesting hypothetically, now tell me how we would do that.” That’s what will book the call.
Grammar. Counts. Not a great writer? Come up with a template and then ask a peer or your leader to review it.
- Under no circumstances are you to send a Calendly or any calendar booking link to a prospect until they have responded positively and agreed to make time to meet. Sending a Calendly link in the first email is rude, assumptive and lazy – all the things your prospect should never think about you.