avoiding content decline

Sales emails get the short shrift in favor of blunt-force, one-size fits all email blasts. After all, what salesperson has time to write them? In contrast, sales emails are scalpels. They're personalized, around 100 words, cut to the chase with a specific call to action, and make sales.

  1. The basic format, whether you're sending an initial email, a reminder, or a breakup email, is QVC:
  2. Question / Interactive Statement
  3. Value Proposition
  4. Call to Action

Questions come into play in your subject line. For example, "Question…", "Can I help?" or "Did you get what you were looking for?" By their nature, these prompts are interactive. The customer will want to finish the thought; to accomplish that, they'll need to open the email. Here are a few favorites:

  • [Referral name] loves us & thought you might, too
  • Will I see you at [event]?
  • We have [insert fact] in common ...
  • Hoping you can help.
  • Fellow [University] grad here!

Related: 25 Proven Email Templates


Though they are formulaic, and you see them in your email daily, they're proven to work. We encourage you to put your spin on these subject lines or A/B test them against one of your homegrown lines.

Opening up

Your body copy opens with a lede – the first sentence or paragraph --that pays off the subject line.

SUBJECT: Fellow Miami University alum here!

COPY: I don't know about you, but I enjoyed those hot buns every day before class.

Personalization is the key to effectiveness. It shows you care enough to learn about a prospect and her company. "Dear [Occupant]" emails won't fly anymore. So, where do you find these tidbits fast? Check LinkedIn profiles and company page posts and peruse other social media. You're bound to find a tidbit for personalization. It might be a statistic about their industry or a news article.

Seventy percent% of customers get frustrated when they are fed content that's irrelevant to them."

The body copy should set up a problem and a meaningful solution for your customer. It needs to be concise. For example, "Are you having a problem with throughput at your office? Our [product] can speed up your flow by 20%, boost your profits, and make your patients happier."

Nail the call to action

Be crystal clear about what you want the prospect to do. For example, learn how the [product] can accelerate your patient flow and increase profits. Call me at XXX-XXX-XXXX to schedule a demo. It will only take a few minutes.

Plug till the end

Did you know that the P.S. is one of the most read parts of your email? So, wrap up your missive with a tight P.S. that underscores one of your major points. For example, "Our product] requires no installation so that you can speed up your office throughput immediately."

Use a professional signature

Skip the clever quotes and images, which probably won't download anyway. They're just a distraction. Include your name, title, company name, and contact information, and you're good to go.

Help sales out with templates

Good templates will ease the implementation of your new sales emails. The template could standardize the subject line, lede, and all the body copy. The salesperson will need to look up the personalization tidbit, which they can do in a few minutes.

Follow these tips, and you'll see your open and engagement rates increase, leading your customers into a sale.

Here are a few more tips:

  1. Personalize. Personalize. Personalize.
  2. Keep it simple and around 100 words.
  3. Use subject lines that are proven to work.
  4. Give prospects deadlines to build urgency
  5. Keep the copy conversational, and don't be afraid to use humor.
  6. Read your email out loud and adjust to make it sound better.
  7. Track clicks and opens and other available metrics.
  8. Just press "Send."

P.S. Can we help you develop an email sequence? Call Susan at 513-967-6480.