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If you’re like most business owners or marketers out there, then you probably spend the majority of your time writing content (blog posts, articles, white papers, webinars) instead of sending emails to prospects. And while it’s important to publish great content, it's equally critical to be able to convert those leads into paying customers -- which means learning how to write effective sales letters is crucial!
In fact, according to Sales Benchmark Reports, over 80% of B2B companies still struggle with converting inquiries into qualified opportunities. That being said, if you want to increase your conversion rate by 10x or more, here are some tips on how to write sales emails that work... and don't overwhelm your recipients with irrelevant information they can safely ignore.
Here at HubSpot, we call them “cold” because these messages aren’t personalized or tailored specifically to that recipient – rather, they’re sent to everyone within a company/industry group who has expressed interest in receiving your message. This includes anyone from CEOs to HR managers all the way down to interns. In other words, these are general announcements intended to reach a large audience quickly and efficiently.
So, why would someone open such a generic email? Well, first off, people love getting stuff delivered to their inboxes without having to go through any sort of registration process or opt-out mechanism. Second, since these types of emails have no personalization built into them, they’re easy to forward around internally so employees can easily share them with colleagues in different departments. Finally, these messages provide useful updates that help keep teams informed and up-to-date on industry news, events, and trends.
A good rule of thumb is that you shouldn’t send more than three non-personalized emails per week. If you find yourself regularly exceeding that limit, then consider creating separate newsletters targeted towards specific groups of individuals, such as CTOs versus Marketing Managers.
There isn’t really one right answer here, because each organization will differ based on its size, goals, etc., however, generally speaking, it goes something like this:
Medium Business: 3-5
Large Business: 5-10
Enterprise: 12+
The key thing to remember here is that while more emails may seem appealing, depending on where you fall in terms of scale, you might actually see diminishing returns after five emails. For instance, let’s say you’ve just launched a brand new program or service offering, and you want to ensure that everyone knows about it. You could theoretically send out 50 emails over the course of two weeks to maximize exposure, but once you start hitting the 100 mark, you begin losing relevance and visibility. The same principle applies to blog post syndication efforts, too.
On top of that, studies show that email opens drop significantly between 2-3 emails, so you need to strike a balance between maximizing engagement and keeping things interesting enough to maintain attention throughout.
This varies quite dramatically across industries, job roles, and even team members within organizations. Some businesses send dozens of emails per day, while others may only manage to hit 20-30. However, for the sake of argument, let’s assume that a professional sends 30-40 emails daily. That comes out to roughly 1-1.5 hours worth of emails that aren’t personalised and/or require significant effort to produce.
Now, think back to the last few months of your life - did you ever sit down and craft 30-40 emails in a single sitting? Probably not. But again, if you were to compare this number against the amount of time spent working on actual products, services, or campaigns, the ratio becomes much clearer.
As far as frequency goes, this depends entirely on your company’s needs and objectives. It’s best to take a step back and ask yourself questions like:
Am I trying to grow my list?
Do I sell high ticket items?
Is my goal to acquire new accounts?
Once you identify the answers to these questions, you can use that data to determine whether weekly, monthly, quarterly, or yearly intervals makes sense for your business. For example, if you’re selling high value assets like software licenses, annual subscriptions, or enterprise contracts, you may need to send less frequent emails to achieve optimal conversions.
At the same time, if you primarily rely on word of mouth referrals to bring in new clients, then you may benefit from a higher volume of emails sent during certain times of year. For instance, January tends to be slow due to holiday season fatigue, whereas July is typically filled with summer vacation blues.
Finally, if you plan on using automation tools to create lead nurturing sequences, schedule follow ups, and track progress, then you’ll likely end up running multiple campaigns simultaneously. With this approach, you can run several campaigns at once, including both automated sequences as well as manual outreach attempts. Depending on your budget, resources available, and overall strategy, you may choose to split your workload across multiple days or weeks.
Keep in mind that the ideal scenario is to combine both approaches, meaning that you’d ideally run one campaign manually followed by another automatically. When done properly, this ensures that your prospect receives consistent messaging across channels, provides ample opportunity for interaction and response, and helps prevent burnout.
How to Write Emails Like A Pro
Email copywriting doesn't have to be difficult. Here are our top tips on crafting killer emails that drive action and result in increased revenue:
Crafting compelling subject lines
When it comes to email subject line optimization, there are two rules to live by:
Be succinct yet descriptive
Focus on benefits and features
Use bullet points whenever possible
Bullet lists are incredibly powerful tools for capturing readers' attention. They allow you to focus on a smaller chunk of text, making it easier for users to digest and absorb everything contained therein. Plus, bullets force you to condense complex ideas into concise chunks, thereby increasing reader retention rates.
Avoid long paragraphs & unnecessary details
Long sentences tend to confuse readers, especially when combined with excessive punctuation, italics, exclamation marks, or emoticons. To avoid this problem, break up lengthy sections with short bulleted lists separated by periods. Use em dashes to highlight key phrases and avoid overly complicated language.
Don’t forget to include images
Images always stand out among the sea of plaintext that fills up your emails, and they serve as a fantastic visual aid for demonstrating core concepts and showcasing relevant case studies. Plus, they add personality and authenticity to your message, helping boost your credibility and trustworthiness.
Optimize for mobile devices
Since 2016, Google announced that desktop vs. mobile search traffic now weighs in at 55%-45%, respectively. As a result, optimizing for mobile search engines is vital to ensuring that your website appears prominently in SERPs. On top of that, 70% of smartphone users check their phones before bed, so it’s imperative that you design emails that display beautifully on both desktops and mobiles.
Use compelling calls to actions
Your email body contains a lot of valuable real estate, so try to leverage that space wisely by adding enticing CTAs that encourage visitors to click-through. Whether you're promoting a download link, signup form, video, event tickets, or anything else, always strive to offer something tangible that encourages immediate action. The last thing you want to happen is for your subscribers to scroll past your email and never return.
Bonus Tip: Get rid of your signature
Signatures are meant to convey professionalism, authority, and expertise. Unfortunately, they usually come across as creepy and spammy, so it's better to leave them out altogether. Instead, simply attach your LinkedIn profile URL to your emails. Not only does this improve your branding, but it allows you to build relationships directly with your contacts via social media.
Sales people are inundated with emails everyday from prospects. In fact, they're sending out more than 300 per week! How can you ensure yours stand out among the rest? The key is to learn how to write compelling sales emails that actually help move them through the buying process.
In this article, we'll look at exactly what goes into writing effective sales emails -- and why it's so important to have one on hand when working with B2B customers. We will cover:
- What makes a successful email (and where to draw inspiration)
- Why it matters
- Best practices
- Examples & templates
Let's dive right in...
The answer here depends entirely on who you’re selling to. If you work primarily with large companies, then maybe 1 or 2 emails per day would be enough. But if you sell products or services to small businesses, you might need 10+ emails per day. That means there may be days where you don't even come across any leads.
If you want to build trust with your prospect during the first few interactions, then try to send 6-10 emails over 5 consecutive days. This gives both parties time to establish rapport before moving onto the next step.
Also note that some larger organizations place strict limits on the number of emails allowed between two individuals - especially those who report directly to executives. You could find yourself getting blocked by your own organization's IT department!
This varies greatly depending on which industry you're selling in. Some industries require multiple touch points to reach a decision. For instance, consider purchasing a car online. It takes several steps to complete the transaction. First, you research vehicles based on specs, features, price range, etc. Then you narrow down your choices to 3 or 4 models by comparing prices against other dealerships nearby. Finally, after viewing these cars, you decide on which model to purchase and schedule showings.
Now imagine doing all of that without ever seeing or talking to someone face-to-face. With each interaction, you've got less chance of making a mistake, saving money, or closing the deal. And while most salespeople know this intuitively, it's still worth mentioning because it's something to keep in mind when creating your sales strategy.
Keep in mind that it doesn't always take dozens of emails to land a sale either. Sometimes, just a single email is enough. As long as the content captures attention, it has a better chance of being responded to promptly. Also remember that you can use different types of messages to address various stages of the buying cycle. For example, if you're approaching a lead that hasn't yet decided whether they'd like to engage with you further, start off with an introductory message. Once you see interest, you can switch gears and focus more heavily on closing the sale.
It really depends on whom you're trying to win over. Let's say you're pitching a software solution to a CIO at an enterprise company. After you submit your proposal, he/she sends back a request for additional information. At this stage, you shouldn't feel obligated to immediately provide everything requested. Instead, wait until you hear back from him/her. Don't let the lead drag his/her feet.
On the flip side, if you're selling high ticket items, such as luxury automobiles, fine art pieces, real estate properties, etc., you probably won't get very far unless you continue to communicate regularly. Keep in mind that it's unlikely anyone wants to meet with a stranger once. They typically prefer to meet with someone who already knows them well. Therefore, building relationships early on helps you earn trust.
Best practices
Here are three things you should never forget when crafting your sales emails:
1. Always include a personalized subject line
A good rule of thumb is to make the title of your email match the headline in your website copy. When possible, personalize the subject line too. For instance, instead of "New Account Manager Introduction Email", change it to "Hi [name], Your New Account Managers Name." Or "Please accept our invitation to join our team".
These titles grab the reader's attention and give them a reason to open your email.
2. Use call to actions wherever appropriate
Your goal isn't to bore readers with endless paragraphs filled with facts about your business. Make sure that you offer value and encourage action. To accomplish this, create separate sections in your email with clear calls to action. A call to action tells the reader what needs to happen next. Here are a couple examples:
- Send me a free consultation now
- Schedule a meeting today
- Download my ebook now
3. Be concise
When writing your sales emails, resist the urge to ramble endlessly. Remember that you want to capture the reader's attention quickly. Focus on providing relevant details that highlight specific benefits. Avoid using jargon that sounds impressive but holds little meaning to the average person reading your email.
Examples & templates
There are plenty of great resources available online for learning how to craft effective sales emails. Below are a handful of popular ones to get you started.
Email marketing automation platforms -- These tools allow you to automate the entire workflow associated with generating qualified leads, nurturing, converting, and tracking sales activities. There are tons of options available including Salesforce Marketing Cloud, HubSpot, Marketo, Eloqua, Pardot, Constant Contact, Infusionsoft, MailChimp, ActiveCampaign and more. Each platform comes with its own set of features designed specifically for marketers looking to improve efficiency and increase ROI.
Sales CRM systems - Similar to marketing automation solutions, these programs facilitate lead generation, nurture campaigns, and track progress. They enable you to manage contacts, organize data, analyze trends, and measure performance. Popular sales CRMs include Zoho Contact Center, Oracle Human Capital Management, Salesforce, Microsoft Dynamics 365, SugarCRM, Jira Service Desk, and G Suite Business Apps.
Sales scripts - While you may not need to rely solely on canned messaging, it's often helpful to have a script ready to go whenever you need to interact with a prospective client. Using prewritten text allows you to avoid having to think creatively and ensures consistency throughout your communications. Sales Script Templates, WordTemplates, Sales Letter Templates, and Sales Copy Templates are all readily available for download.
How to Write an Email to Buy a Product
Once you understand the basics behind writing effective sales emails, you're equipped with the knowledge necessary to succeed. Now it's time to put it to practice. Try drafting a simple email introducing yourself as a sales rep to a potential customer. Include specifics about your experience, education background, qualifications, and areas of expertise. Add a link to your portfolio site so that interested readers can view previous projects.
Remember that there's no magic formula for writing a killer sales letter. Just be consistent with your approach and stick to the basic principles outlined above. Most importantly, enjoy the journey. Writing sales letters is fun and exciting. Plus, it pays dividends later.
When sending out a sales email, it's important to keep the content short enough so that customers can digest everything they need from it without having to click through multiple pages or open another document from the company website. The more information you pack into the email, the less likely it will be acted upon by the reader.
In addition, it’s crucial to use a simple yet compelling headline that grabs attention immediately and encourages readers to continue reading. After all, if you don't have someone's interest at first glance, chances are they won't even bother clicking through to see if there's anything interesting inside.
So, how do you know whether or not your business email has been successful in getting prospects interested enough to take action? Here are some key things to consider when writing your next email campaign.
The number of times you'll send an email depends entirely upon your target market, industry, and other factors such as where you're located geographically. For example, if you sell software products online, then you may want to send two emails per week -- once a Monday morning and again on Friday afternoon. That way, you're keeping them fresh in their minds throughout the entire week while making sure they remember to check back with you whenever they need help solving a problem.
If you work in a different type of field, like financial services, however, you might find that three emails in total (one each weekday) go further than four would. It really just comes down to figuring out which approach works best for you based on your current needs and goals. Some industries require frequent updates due to changing trends and others simply rely on regular reminders about upcoming events.
For example, let's say you run a law firm specializing in divorce cases. You'd probably send out between five and ten emails per month depending on how often you update your client base. As long as those clients feel valued and appreciated, they'll most likely return to you time and time again.
On the flip side, suppose you own a restaurant that serves breakfast food. If you send out a single email each weekend, then you'll quickly lose any momentum you've built over the past few weeks. Instead, consider sending out several messages spread out across the course of the week, especially during peak dinner hours.
This is because, although breakfast foods are generally very affordable, diners tend to eat lunch later on Sundays and Mondays. Therefore, if you wait until Sunday night to remind them about ordering eggs benedict, they won't come around anymore.
Now that we've covered how frequently you should send out emails, let's talk about exactly how much information you should include within each one. In general, you should try to limit the length of your emails to 500 words maximum. This allows you to convey all relevant details while still maintaining brevity. However, you may occasionally exceed this amount depending on your audience.
Here are some tips for ensuring that your emails aren't overly wordy and difficult to read:
Use bullet points instead of paragraphs. Bullets allow you to list items rather than explain them. They break up large blocks of text and create visual appeal. Plus, bullets look better than sentences.
Keep your email concise. People typically scan an average of 6-8 pieces of information per minute. Anything longer than eight lines will become almost impossible to process. Keep your message under 50 words and you'll be fine.
Don't forget to proofread! Make sure you double check everything for grammar and spelling errors. Even small mistakes can turn off recipients who otherwise love your brand.
Be specific. When writing your emails, always start with a question. "Do you want to hear about our new features?" versus "Do you want me to tell you about our latest additions?"
Avoid using jargon. Using buzzword phrases like "innovative," "customized solutions," etc., makes you sound unprofessional and turns away prospects. Instead, focus on explaining why your solution is superior to competitors'.
Focus on benefits. Always highlight the value you provide rather than describing your product itself. Describe the ways in which your service helps solve problems and increase revenue.
Make it personal. Your goal isn't necessarily to convince the prospect that you're right. Rather, it's to build rapport and trust. By showing empathy towards your target market, you'll gain greater influence over them and ensure that they remain loyal to your brand.
It seems obvious, but sometimes entrepreneurs stop contacting leads after receiving one rejection letter. However, if you're looking to grow your business exponentially, you must learn to push through these setbacks.
The reason behind this is quite straightforward: Prospects rarely change their mind overnight. Most are hesitant to commit to purchasing something unless they understand exactly what they're buying, how it works, and why it's worth their money. Thus, you'll need to show them exactly how your service meets their requirements and gives them added value.
As mentioned earlier, if you don't build rapport with your prospects, they won't stick around long enough to hear your pitch. And since they won't stay engaged with your marketing efforts, you'll never reach the end goal of closing a sale.
To avoid losing valuable leads, here are a couple quick tips that could potentially save you months' worth of effort:
Always ask questions. Never assume that your lead knows exactly what he/she wants. Ask questions like, "Are you ready to purchase now?" or "Is there anything else you'd like us to discuss?" Doing this shows that you care about helping them achieve success, which increases the likelihood of a positive response.
Never give up. Once you've made the decision to move forward with a given prospect, never let him slip through your fingers. Whether you give him 24 hours, 30 days, or six months to decide, never let him go. Remember, patience pays off.
Remember that persistence is key. A lot of businesses give up too soon after receiving a negative reply. Don't worry though, you'll eventually find a way to win them over. Just be patient and persistent.
There's absolutely nothing wrong with following up with prospects who haven't responded to your initial outreach. However, it's important to realize that doing so doesn't guarantee that you'll land a deal.
Instead, if you truly want to maximize your profits, you need to think outside of the box. Consider asking your contacts to refer their friends or family members who might benefit from your product/service. Also, you can partner up with existing companies who share similar interests and offer discounts on bulk purchases. These are great options because both parties stand to profit greatly.
Another strategy that can help boost your revenues is cross promotion. One good tactic involves sharing a link via social media channels, newsletters, ezines, and websites owned by your targeted audience. This is helpful because it provides additional exposure to your name and brand, allowing you to appear higher in search engine ranks and draw in more traffic.
Ultimately, the goal of your sales emails shouldn't solely be to drive prospective clients to your site. Instead, you should strive to develop meaningful relationships with your leads while providing them with educational resources that improve their lives. Over time, this will encourage them to recommend your business to others and hopefully convert them into paying customers.
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