Any good salesperson knows that the key to a good sales email is personalization. Don’t send generic emails to huge email lists -- it’s a waste of your time and won’t get you any results.
Heather Morgan, the founder of sales copywriting agency SalesFolk, knows this fact all too well.
Morgan has written and optimized over 10,000 cold emails for over 200 companies over the last decade. She’s taken email response rates from 3% to 31% -- a 10X increase -- and helped sign hundreds of new customers by personalizing email templates for her clients, who include Lyft, KISSmetrics, 15Five, and When I Work.
Here are seven sales email copywriting practices Morgan follows when she constructs templates for her clients.
1) Research your prospects like a journalist would.
You can’t just copy and paste a good email template without making any changes -- that’s called a script. Instead, leave fields in your emails where you should fill in personal information about your prospect.
Yes, this means changing their name and their company’s name, but go beyond that. Customize their specific business challenges, insights about their industry, and every part of the email designed to add value. It’s important to do your research and learn about each prospect in order to make your message personalized and relevant to them.
2) Write powerful subject lines.
Subject lines are what compels a prospect to open your email. If it’s uninteresting or looks spammy, your email will be deleted. Two examples of powerful subject lines are:
- Asking a question: “How competitive is [COMPANY]’s _____?”
- Offering valuable advice: “Idea for _____”
3) Take your prospects to the "meat" as fast as you can.
Benefits are more impactful than features because they elicit emotion. Make a list of benefits your prospects will see by working with you before you even start writing a single email. By being laser-focused on the things your prospect will get out of speaking with you, you’ll be able to write more powerful emails because you’ll only spend time writing about the things that matter most to them.
4) Build credibility with compelling proof.
Statistics and hard numbers are great for demonstrating the value you can add, but not without context. The best sales emails paint a “before-and-after” picture of a problem your product or service has solved for a customer and how it improved their business.
5) Always make your emails feel personal.
Keep the email conversational. Always write for the person who’s receiving your email instead of trying to make it fit a list of thousands. That will help you personalize your message instead of blasting a generic email to 1,000 people. And five well-written, targeted emails can pay higher dividends than a cookie-cutter message sent to thousands.
6) Use a relevant, powerful call-to-action.
Tailor your CTAs to your prospects’ concerns, and make sure they’re interesting enough to compel a response. Here’s an example of a call-to-action from an email template with a high response rate: “Do you have time for a short call to hear how Linkedin was able to double their sales productivity?"
7) A/B test and optimize your messages.
Don’t just send one email template to all your leads and hope for the best. Write multiple drafts, and test which email works best by splitting your list into two segments. Send one group variation A of the email and the other group variation B. Schedule the emails to send your emails to each group at the same time and compare which one gets a better response rate.
How do you optimize your sales emails? Let us know in the comments below.