We’re inundated with email. Most of it is forgettable crap.
Email is still the #1 mode of communication in the world today. You know you shouldn’t, but you also know your inbox is among the first things you see when you wake up—and among the last things you see before you go to sleep.
Most of the email we get is hastily produced, automated crap. But we’re still slaves to the inbox, checking each message as it comes in. Because we’re all dealing with so many emails on a daily basis, we’re basically programming ourselves to quickly filter out anything that doesn’t seem important. In other words, we’re addicted to email, but try our best to get rid of most of it—which might also explain why so much of the email we receive feels like someone phoned it in.
The question becomes how do you make your emails stand out?
How do you write sales emails that, well… actually sell?
HOW TO STAND OUT #1: Know your recipient. Go beyond low level activity and demographics. Get back to real marketing and do your homework before you reach out. “Why you, Why you Now?” This saying was coined because IT WORKS. If you use this mindset when crafting your messages you will see an increase in responses immediately.
An example: One of our reps, through five minutes of research discovered a prospect had a hobby of brewing his own beer. He did a little homework, learned more, and shared a relevant piece of content that tied what we do to his interests. The result: an almost immediate reply along the lines of “I never reply to these types of emails, but wow. You really hit the nail on the head with this one.”
HOW TO STAND OUT #2: Borrow from journalism. Enlighten, educate, entertain, empower. Deliver real value. Make it crystal clear you are qualified to assist.
It’s a function of trust. When you show others you care enough about them as individuals to learn about them—and communicate that in your emails—you elevate your game to new heights. Marketing is all about building relationships. You’ve heard it a million times: People buy from people! From people they trust and connect with on a deeper, more personal level.
HOW TO STAND OUT #3: Keep it simple. Why > How > What.
If you’re familiar with Simon Sinek’s TED talk on how great leaders inspire action, you’ve seen this before, but it’s an exceptionally powerful order of operations. When you sit down to write that email, make sure you’re clear about why the recipient wants to read your message, how the information you’re sharing will help them, and what they need to do to realize the benefits. Avoid the temptation to clutter with anything additional.
B2Because: Keep it real
5-10 minutes of extra effort yields far better results than spamming your database over and over with generic messages. It doesn’t matter if you’re B2B or B2C—you’re trying to connect with a real person on the other end of the line. If you want to stand out—if you want sales emails that really sell—you can’t forget that.
If you want others to react positively to your emails—if you want to send sales emails that actually sell—remember how we’re all dealing with an endless stream of inbound emails. Be clear about why you, why now, and what next. Make things easier for them and they’ll make things easier for you.
Oh, and make sure you thank them for their time while you’re at it.