How to Write an Effective Sales Email

“What’s in it for me”? is key. Nobody cares what you do. They only care what you do for them.

Start out demonstrating your understanding of your potential clients’ challenges before you explain how your solution is going to address them. This should be standard across every message.

Remember the buyer’s journey. Your content should support every stage: awareness, interest, consideration, decision.

Take the personal approach. Ensure your message is targeted by role, industry, individual pain points, etc.

Make it useful: add value from the very beginning. Give them frameworks, templates, links to industry-specific guides, etc.

Every message should build on the last. Go more in-depth into individual challenges. Suggest possible solutions: focus not only on your solution but also give practical low-cost options. Don’t “give away the store,” of course. However, being useful is one effective way to start building relationships.

The Specifics

Your header should either be humorous enough to drive curiosity or practical enough for them to automatically know if it’s relevant.

• Why our product is effective and/or user friendly
• Solving your X marketing challenge in eight weeks
• Latest research about topic Y

If they’ve opened the message, the next thing they should see is your “What’s in it for me?” proposition. Follow the old fashioned newspaper inverted pyramid article format: have the most important content at the top as they may not read the whole thing. Images should support your messages.

• Where applicable, use bullets.
• Use subheads if your text extends longer than a paragraph or two.
• Make sure your message has only one call to action,and ensure it is action oriented:
  • Set a time on my calendar.
  • Register for our webinar.
  • Get a custom video comms check.

Any questions? Set a time on my calendar for a free email message content review.