The Anatomy of a Perfectly Crafted Sales Prospecting Email
July 28, 2020
The average B2B decision maker gets 50+ prospecting messages from sales professionals every single day. The rise in adoption of sales acceleration software and its ability to automate email outreach has led to a barrage of garbage messages flooding the inbox of your potential buyer. In order to cut through the noise, you need to separate yourself, but not spend too much time that your approach isn’t scalable. Here are three key elements to a ridiculously solid prospecting email:
If you were to stack rank these elements in order of importance, the subject line/opening (they should blend together) would be first. If your prospect never opens your email, the message is irrelevant, so your subject line is the foundation of which all email prospecting success is built on. The critical element of getting an email open is triggering an emotional response from your prospect, so a good subject line should be personal and speak directly to the target. It should be short and create a curiosity that has the recipient wanting more. It is in this phase of the message where you earn the right to continue taking the prospect on this email journey.
The Value Prop
This is were most sales folks miss, and miss badly. Now that you have the attention of the prospect and have earned the right to continue, it’s time to let them know why you are reaching out. Unfortunately, the majority of value props focus on features, bells, and whistles.
“Our product does this….we are the only one to have this…..we are #1 on review site……we….our….us…I….”
The value prop should be about THEM. If you reach the end of the value prop and you haven’t answered the question “What’s in it for me?” for the prospect, you missed – and the chances for response have declined significantly. Focus your value prop around the problems/challenges your prospect has, and subtly speak to how you can ease that pain. This is where the opportunity is hooked or lost.
The Call to Action (CTA)
Probably the most overlooked section of an email, the call to action is where everything comes together and the rubber meets the road. First and foremost, there is no “magic bullet” CTA that is going to magically increase your response rates. What’s important is that you vary your CTA with each outbound engagement, never over focusing on one specific type. Here are a few different styles you can add to the rotation:
- The assumptive CTA: “Thank you for your feedback in advance; I look forward to hearing from you soon.”
- The open-ended CTA: “Are you seeing similar challenges?”
- The “keeping up with the Jones” CTA : “Are you interested in hearing a bit more about how your peers are seeing success?”
- The old faithful CTA: “Do you have 30 minutes on your calendar in the next week to discuss?”
Email can be the most effective tool in your prospecting toolbox, but when not used properly can lead to a ton of wasted time and unsubscribes. While it may be tempting to use that fancy new piece of technology to “set it and forget it,” you’ll likely end up just another unopened, automated email amongst thousands. By understanding the key pieces that make up a quality prospecting email, you have unlimited amounts of custom email combinations, driving up engagement rates and positive replies.
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