Getting the right leads and contacts is a key first step in a successful sale.
When you have the right bullseye customer, contact information, and business information you can be confident that you’re reaching out to the right person at an eCommerce or eTail company.
But if you botch the first email you’re going to hear crickets.
CMOs, CEOs, and managers are busy. They also get a lot of sales emails. For these people, the easiest course of action is simply deleting the message. As the sender, you won’t know if they even took a minute to look over the message.
Over the years I’ve seen a lot of sales emails and I’ve written a few as well.
Here are a few tips I’ve found that help make an opening message successful.
Finding A Balance Between Automation and Personalization
If you’re sending out a lot of sales emails you’re going to need to find a formula to use to make things faster. This will make the emails less personal for each participant.
You know that finding a balance is important.
At etailinsights, we’ve found that focusing on only bullseye customers with contacts and spending a little more time making an email personal will improve long-term success.
You could test sending out 50 general emails to eTailers and 10 personal emails to bullseye prospects and see what strategy wins out.
Accurate and Specific Information
Taking a couple of seconds to re-read each email before sending can make your opening message much more successful. Because you’re writing so many of these it’s easy to make mistakes.
If you spell a name or brand name wrong in an opening message the recipient is going to delete that thing as fast as it appears in their inbox.
Taking the time to verify this information on the company website and personal information on LinkedIn can make a big difference.
Timely Message
CMOs, CEOs, and managers are always in the know about the latest trends in business and marketing. Crafting your message so it touches on a timely news event can increase the chances of getting your email read by the recipient.
An SEO software firm might highlight a recent blog post from Google about a new update and provide a point of view of what the update means.
CMOs and managers love this type of timely information because they get value just by reading your email.
These things I’ve found to be helpful for crafting an opening message.
What has worked for you?