You probably didn’t get into sales to show off your wordsmithing skills, but the best salespeople today tend to be solid writers. In addition to using the phone to prospect, reps are relying more and more on email — and getting a response over email requires writing chops.
Unfortunately, many salespeople shoot themselves in the foot by making silly mistakes. According to Gliderpath, these are the seven most common sins when it comes to cold sales emails.
1) Putting 100% of your focus on the subject line … and none on the body copy.
The subject line is important, no doubt about it. After all, it’s what gets the prospect to click in the first place. But you don’t want to build up their expectations with a fantastic subject line only to be deflated by a terrible message. When writing cold sales emails, give equal weight to the subject line and body copy.
2) The email is addressed to the wrong person.
Remember: The first person you reach out to might not be the right contact. It never hurts to double check and make sure they’re the decision maker.
3) Overly long sentences.
Not only do lengthy sentences take time to read (something that’s in short supply for busy business leaders), they’re also confusing. What exactly do you want your buyer to take away from this email? What action do you want them to complete after reading? Short sentences make your meaning crystal clear.
4) The email is all about you.
I don’t care if your company is the most “cost-effective” and “innovative” vendor in the space — and neither do prospects. Coming in cold means you need to warm prospects up before they’re willing to sit through your pitch. Strike up a conversation that’s about them — not you.
5) No benefits.
You wouldn’t be reaching out to this prospect if you didn’t believe you had something to offer them. Relevant benefits provide a compelling reason for prospects to engage with you, so don’t leave them by the wayside. Just make sure to play up what the benefit signifies for them. A benefit by itself doesn’t mean much, but one that’s made relevant to the buyer is invaluable.
Buyers can tell when they’re being treated as a number on a long lead list. And if you can’t even customize your very first email, what does that say about your customer service? Take the time to customize, even if that just means tweaking a sentence or two in a template.
7) Your email pisses people off.
It seems obvious to avoid angering your prospects, but you might be making people mad without knowing it. To lessen your risk of infuriating prospects, write concise, customized emails that offer something of value. You can also use free email tracking tool Sidekick to discover if your buyer opened your email or clicked on any links. Knowing which templates perform the best means you won’t continue to send an ineffective (and potentially annoying) email over and over.
For more tips, tricks, and tools to use when writing cold sales emails, check out the infographic below.