The sales team might have sent hundreds of emails daily, but that does not mean every email got a response from customers or prospects. To build better sales emails to engage your leads, you must strike a balance between personalisation and scalability. Yet, many sales teams continue using mass emails that produce little engagement. Engaging leads takes skill and practice, and mass email doesn't allow it. Check out these how-tos for increasing your email engagements.
#1 – Realistic Goals
Every sales team's dream is to achieve the best results with the least effort, but when your expectations for every email are too high, you are more likely to be disappointed and fall into bad habits. When pitching sales to a cold lead, remember that it will take time for them to warm up, so don't expect an immediate response. Cold sales emails should establish rapport with leads rather than pitch a product. Email is intended to build a relationship rather than ending up in the spam folder. The more you know a prospect, the more likely they will talk to you. You might be able to find something in common by doing a little research but be careful not to be creepy. Let them know you're happy for them, like closing a public deal or getting a promotion.
#2 - Modern Look
How often do you get an email that's a block of text you delete right away? We need to segment news and blogs into chunks and soundbites with easy-to-understand takeaways. You don't want your reader to struggle with your email. Use bullet points or space between your paragraphs to let the reader's eyes rest. Your ideas should be organised into sequential and manageable lists to draw the reader's attention. Keep your paragraphs short with one or two sentences that add value.
#3 - Provide Value
Take a look at their site, find out what their processes are, and offer advice, a free service, or an educational guide. Free trials tailored to your leads' needs are a better option than mass "special discounts". You want to establish yourself as a valuable resource before the sale and give your leads what you can do for them. Especially in B2B sales, you should create stickiness and build relationships that resemble a partnership. Provide suggestions on how their products can be improved, or connect them with experts and advice.
#4 - Mobile Friendly
Since Google focuses on mobile-first, you should ensure your sales emails are mobile-friendly. You want your email to look good on a smartphone. Take a moment to consider where people check their email. When grabbing a latte at Starbucks, no one brings a laptop, so your message must be easily legible and formatted for a smartphone.
Final Thoughts
Keep testing and iterating.
Invest in a marketing platform, CRM, or email tracking tool to see which emails are opened and which go to the spam folder. Take a close look at your subject lines and start running A/B tests. Find out which subject line has the highest open rate, and then test that against a new one. Once you have tested subject lines, find out what kind of message is more compelling and which gets ignored.
You will enjoy immense growth opportunities if you partner with the right service provider. Get a better start with Zooloo. Our team is happy to assist you with your journey towards digital transformation. Please contact us at sales@zooloo.asia.
- Discover more about Customer Engagement Strategies
- Find some tips on e-Commerce Strategies
- Looking closer at e-Marketplace Strategies
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