How to Write an Effective Personal Prospecting Email
No, for the last time, email prospecting or cold emailing is not dead. 99% of email users still check their inboxes every day. It is still one of the best ways to market your brand, with an ROI higher than any other method.
Even though your prospects’ inboxes are full of what they dismiss as spam, they also open emails that are attention-grabbing. Remember, the challenge is not to get them to open their inbox, because they do, the challenge is to get them to open your email.
Email automation is awesome – saves a lot of effort, and time and 49% of businesses use some form of email automation, but in the age of personalization, if you are still sending out automated prospecting emails, maybe you should know why it is not working out. Automated follow-up emails are efficient, but for prospecting, nothing beats a personally written message.
So how will you craft an email that will stand out? Check the following boxes.
1. Write creative and impactful subject lines
As said earlier, your prospect’s inbox has a bunch of emails and you want to stand out from them, hence your subject line is the first and last impression. It holds the power to decide whether or not the rest of your email gets a chance. Statistics suggest that 35% of email recipients open emails because of catchy subject lines and 69% report it as spam for the same.
Keep it short and engaging. Don’t go over 5-6 words; caps and exclamation marks are out of the question. Make your subject line unique, but do not exaggerate, because if the email content does not match up to the subject line, boom! Unsubscribed.
You can choose to address your recipient or not in the subject line, and if you choose not to, please let it sound like a human being is sending it to another human being. You are writing a prospect email to help their problems, so avoid flashy, clickbait lines. Be honest and let a little mystery linger around. That will trigger curiosity and compel them to click on the CTA.
2. Know what you want (and let them know!)
When you are sending a formal business email, you don’t blabber on it. It must have a clear purpose; something you want to achieve out of it.
Integrate some value so that they don’t immediately discard it. Get to the point of what matters to them – the problem. Tell them very politely about the fact that you are very aware of the challenge they are facing, in a way that they can relate to it as their own way of work. But again, highlight it subtly, don’t rub it in their faces. That can escalate quickly and unnecessarily.
Your email can also be an opportunity to let them know what you expect out of them; somewhat like a pitch. While addressing their problem, tell them what you want them to do, and maybe sign up for a demo or make an appointment.
3. Add an irresistible CTA
The Call to Action is basically the highlight of your email. Nothing happens without that; it is the ultimate action that you want your prospect to take. It can be as simple as wanting them to reply, subscribing to your blog, or even buying a product.
You can make your CTA compelling by hinting at a solution in the email. When you have familiarized them with their problem, it is normal for them to be expecting a solution. Point towards your offering but don’t give it away.
Further, keep your CTA restricted to a sentence, with only one CTA in the email. Emails with a single call-to-action increased clicks by 371% and sales by 1617%. If you optimize it with multiple CTAs, it will confuse the recipient about which action to take. Start out small with the CTA, something that the prospects can do immediately, and then ask for more commitment later on.
4. Formalize your signature
Prospecting emails are still a part of business, irrespective of how much humor or emotion you put into creating and sending it, and all formal communication has to be sealed with a signature.
Your signature is like your business card on the email – tells your prospects where and how to find you, or even look up your company. 82% of marketers use their signature to boost brand awareness, 48% do so to drive traffic to their company website, while 34% use their signature to increase lead generation. Put in adequate information, like your name, contact, company, and position to build credibility but avoid information overload.
The up-and-coming thing is to merge the CTA and your signature. The best example is to add a “book your meeting me now” button under your email signature. The additional benefit is to drive the addressee to your social media or towards a piece of content they would find relevant.
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5. Send it at the right time and follow up
Timing is everything. ‘When’ you send your emails is a big determinant of whether or not they get opened. There are studies that point towards a specific time, but of course, that does not apply to everyone. Observe your prospect’s behavior and find out when they check their emails. You can use email tracking software or just go with the research.
Also, follow-up emails are mandatory. Even if you don’t get a response, send at least one follow-up email. These should not be reminders that you are waiting for their response; instead, load them up with extra value. 44% of salespeople give up after just 1 attempt, and only 8% of salespeople follow up more than 5 times. Infact, did you know that follow-up emails are more likely to be responded to than an initial email? Yes, you heard that right!
Following up and sending emails at a particular time might look like a hassle, but it is worth it. Schedule your emails beforehand or use email automation software for timing and follow-ups.
There is no way you are running a marketing strategy or looking for prospects without the miraculous cold emailing. You are already putting in the effort to send emails, so why not put in a bit more and multiply your ROI?
Email marketing is very effective for building a pipeline of leads; email is 40x more effective at acquiring customers than Facebook and Twitter combined. But you have to approach the email with proper research and a well-made plan. It will take some time to get the right combination of all the factors, adapt to the changing factors, and actually get responses, but when you do it right, it will be the boost you needed.
But if you feel, you still are unable to crack the secret code of successful email marketing, don’t hesitate to reach out to expert B2B sales and marketing consulting firms. They will give you the right direction and guidance both in reference to expertise and experience.
Do you also want to write an effective email? Contact us and we will take it up from there!