The idea is to reach out to the potential customer on a personal level and invite them to take action, not convince them that you are part of a faceless organization. Make sure your letter focuses on potential customer problems or triggering events, not on your company.
Excellence sometimes means blending
A big part of selling has always been finding a way to stand out from the crowd. Amazingly, this sometimes means just appearing as a real person.
Nowhere is this more true than with email mining and lead generation, where sending seemingly automated messages is the kiss of death in your lead box.
to remember peep factor – It takes potential customers three seconds or less to decide if they want to read your email, have time to deal with it, or can delete it without any consequences.
And since they may want to shake it off and get back to work deep down, it’s up to you to make them feel like they need to respond in the right way.
Nobody answers your mass marketing emails
Therefore, if a potential customer is going to read your email, let alone reply, it should appear to have come from a colleague, not an anonymous internet marketing company. The best way to get unfamiliar email results is definitely to avoid appearing like a popular email marketer.
5 steps to increase your email response rate
Write subject lines that call for a quick response.
If a potential customer can’t extract the purpose of your email from the address, they probably won’t pass the deletion barrier. I like to use something that sounds personal like: “Can you talk on Mondays at 2 p.m.?”
Of course your subject should be related to the body of your email, so if you request a meeting on Monday at 2pm, make sure to ask again in your email.
Begin your email with a statement, not a question.
How many messages do you send to your customers that start with a question? That’s right, none of them. Avoid the temptation to try to interest a potential customer with this tactic – it just doesn’t work.
Use paragraphs instead of bullet points.
This only guides the contacts into the fact that you are trying to sell them something. While your real goal is to make the email easier to read, the potential customer is thinking “Salesperson – delete!”
Use the bullets once you have a business relationship, but stay away from them in your prospecting emails.
Send your message without cool graphics or headers.
There is nothing wrong with text, a few paragraphs, and one link in your email message. Complex layouts and images increase the likelihood that your note will be picked up by the spam filter.
And besides, how often do you put large fee headers at the top of your customers’ emails? The point is to make it look like you just finished a note to a colleague or client, so forget about the extras.
Write to someone else.
If your message doesn’t read as something that can be spoken normally, you have a problem.
The idea is to reach out to the potential customer on a personal level and invite them to take action, not convince them that you are part of a faceless organization. Imagine a customer and write your email as if you were sending it to them.
Make sure your letter focuses on potential customer problems or triggering events, not on your company. This is good selling advice in any situation, because customers care more about their needs than the features and benefits of a generic solution.
Keep checking your emails until you have something that feels natural and customer focused, because that’s what buyers – like all humans – respond to.
In Jeb’s bestselling book, Virtual Selling, you’ll learn a complete system for blending video, phone, text, live chat, social media, and direct messaging into the sales process to increase productivity and reduce sales cycles. Read the first chapter of Virtual Selling FREE here.