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Why Your Sales Emails Suck

3 min read
Jan. 16, 2015

If somebody sent you this link, it means they think you’re sending terrible sales emails. Please Read this article and reform yourself.

Note to the business community: when you receive a shitty sales email, reply to it with this link!

Ok, you’re here. You know why. You sent a crappy sales email. It’s all your fault. Maybe this is your first infraction or maybe it’s one of many. Either way, we’re not going to yell at you too much because we’re here to help. We know you’re not a shitty person, you just need a little sales email reform.

First, we’re going to show you why you’re here. You’re here because you broke one of the effective sales email rules:

1. Your pitch was WAY too long

If you need more than 6 sentences to get your point across, you need to rethink it. Prospects don’t want to read that crap. Simple is hard, so work at it and remember saving your prospect time will allow them to focus their attention on your message.

2. It was completely non-personalized

If that crap says “Dear friend” or “hey,” or has a fake name, all caps, misspelling, etc, it’s a joke. Also, if it’s applicable to 100 million people, I’m not going to care about it at all.

3. It was all about you

You want ME to get excited. You want ME to give you my attention. You want ME to read what you wrote…and you want ME to take a meeting with you. So why did you talk about YOU the whole time!? This really is the ultimate sin in emailing. Pay attention to my needs…if not mine exactly, at least speak to the similar problems of people in my industry.

Take a stab at some possible needs I might have and address them. Please lose the “me, me, me” stuff.

4. It includes an unsubscribe

If there is an unsubscribe, then someone from the marketing machine sent it in mass.

They probably even called it a “blast.” If they were really sophisticated, they called it a “drip.” Now don’t get me wrong, we use drips at Salesloft…but never to brand-new, untouched, cold prospects; to people who have signed up for the product or opted into something else. Again, put yourself in your buyer’s shoes.

If it has an unsubscribe, then you aren’t taking the time to send this email yourself. Why would I ever give my time back?

OK, you get it. You understand where I’m coming from…but you still have one big question:

If I’m going to follow all of these rules and still hit my performance numbers, how on earth am I going to keep up my email activity?

Glad you asked.

There are tools to help with that. We happen to build one called Salesloft. Whether you use ours or someone else’s, this will get you a long way toward compliance. Be sure it has these characteristics.

We’re excited you’ve gotten this far. It gives us great confidence that you are ready to turn around your sales game and amp it up a notch. So tell your colleagues, your bosses, and your marketing team that you want real results…and that comes from making big changes. Email me with any questions at