If executives had unlimited time, they could respond to every single email that hit their inbox. And since a response was guaranteed, salespeople pitching to these leaders could phrase their emails any which way. Don't have an interesting intro? No problem -- just jot down whatever comes to mind.
I don't have to tell you this isn't the reality of sales today. If only. Since buyers are busier than ever, salespeople need to carefully craft their prospecting emails to compel recipients to read and respond. Messages have to be simultaneously personalized, interesting, well-researched, and insightful -- not to mention short. Each and every sentence must serve a purpose and heighten the prospect's interest.