Though writing the sales email may be considered quire old-fashioned by some managers, this form of communication should not be neglected. It is still one the most important parts of the business communication, since sometimes there is no other way to reach your client. Email is also a really fast way to make a connection and much less intrusive than a direct call, especially if you are sending a newsletter or a reminder. Though this type of communication seems quite easy, there are some rules, which, if neglected, can turn many current and prospective clients away, so I’ve picked the most important of them.
- Know your audience. Research of the audience you are referring to is a crucial part of your marketing strategy. Try to understand not only their needs, but their age, interests and status. It is extremely important to make your email as personalized as possible, so your task is to correct the letter’s tone and style according to the person you are sending it to. Remember, that you have to make a perfect impression.
- Check the email formatting. Your letter has to look nice and mature. First of all, always check grammar, spelling and punctuation – it is better to look a bit too formal than unprofessional. Also, try to highlight the important information with bold text and capital letters, use lists and make it easily readable with blank spaces between the paragraphs. Your company information (first of all, a telephone number and a website) has to be highlighted as well and easily accessible. What is also has to be included in your email is so-called call to action. It may contain: social links, free guides, presentations, etc.
- Create a catchy subject line. A magnetic subject line, in some cases, is able to sell your product by itself. On the other hand, the poorly written subject line can cause your letter to be placed in the spam or even in the junk folder. It takes some time and a lot of creativity in order to create a really fantastic subject line, but it’s totally worth it. Just remember to make it quite short, catchy and informative – the subject line has to contain almost everything you want to tell in a letter.
- Reply in time and use follow-ups. Responding promptly to the client’s email is a crucial thing in sales – it forms your image, so the best thing is to reply as soon as possible. Even if finding a solution for the problem takes time, you have to answer the same day, at least to assure the client that he had been heard. On the other hand, if the solution is easy, try to include some more tips to solve the potential problems. It is also important to send follow-up emails to make your client feel the attention – it means a lot. Try to send them regularly, though not too frequently, and make them personalized.
- Make your emails effective. To get the most from your sales emails you have to value your time, so always try to decrease the traffic and the time spent. 1) Don’t send the unnecessary letters – they have no positive effect and will waste your time. 2) Avoid sending the sensitive information – it is always better to tell it in person. 3) Don’t use attachments – links work much more effective. 4) Always include your email signature and company logo. 5) Keep your email communication history – it will help you prove your words or simply find the lost information fast.
The key to make your sales emails work is, actually, quite simple – you have to look professional and friendly to your clients at the same time. This approach will create the connection between them and your company, and this will lead to conversion eventually. Have you got something to add on the list? Please leave your comments below.