You’re drafting an email to your ideal prospect. You want to make an impression.
How can you ensure a prospect opens your email and responds?
Let’s dissect a real-life example to demonstrate exactly how to write a great sales email. This email is an actual follow-up that our CEO sent after meeting a prospect from Influitive at the SiriusDecisions Summit.
1. Start With A Captivating Subject Line
What drives the recipient to open an email? Maybe it’s a subject line that is 100% about them. It could be an interesting anecdote related to their favorite sports team or offering congratulations on their recent work anniversary.
In this case, Kyle pulled a sentence directly from the prospect’s online bio:
The subject line adds a personal touch by using information that is easily accessible online, but requires a little more effort. The key is to dive into the search and dig a little deeper to find the key points of interest. Your prospect will appreciate the time and effort put forth to personalize the email.
You can see exactly where Kyle got the info below on the Influitive bio page:
2. Personalize the Body
Since the subject line caught the reader’s attention, the email was opened. Win! But that’s just the beginning.
The body of the email must be about how you can help.
An initial compliment in the body of the email correlates to the subject line. But just as quickly, a smooth transition into sales development reinforces your key message. It’s relatable and simple.
3. Include An Actionable CTA
Now that the topic of sales development is on the table, include a single line suggesting a timeframe. This allows ease of access for the reader without losing momentum.
The icing on the cake is in the postscript – a supporting reference to a different source (a recent tweet):
Sure enough, it worked. The prospect sent the email to her entire team as an example:
When she mentions the “Why You, Why You Now” strategy, she’s referring to Jeff Hoffman’s ideas about not only connecting, but creating urgency.
Everyone wins and it doesn’t sound pushy or aggressive from a sales perspective.