Email marketing for salespeople

A very brief crash course on how salespeople can use email marketing to make sales

Through the past few weeks, we have been discussing the importance of exposing ourselves regularly to our prospects. Because the more we expose ourselves to them, the more they get familiar with us, the more they know us. When we say expose, we do not mean just calling them every week to sell a new product or advertising our products on Viber everyday.

What we mean here is we let them know we exist and that we can help them get what they want in life. In short, we expose ourselves as experts in our field without the need to always sell something to them.

In the previous week, we have talked about email and how email, as much as we underestimate it, is still the best way to regularly expose ourselves to prospects and clients.

In it, we discussed the problems of using social media as the main platform for nurturing our relationships with our prospects. If one day, FB messenger shuts off (which they actually did some time ago, remember?), we lose all communications with the other party. Its like creating a business solely relying on Shopee and Lazada and one day these platforms block your account, dead end na tayo mga friends. That is why we cannot build our house on rented land.

Of course, one can argue that there is also social media chats like FB Messenger or even Viber. But here is the big question here: how many of us are willing to give our FB messenger or Viber to a stranger who you know has a hidden agenda?

The same goes with phone numbers. As we have stated previously, phone is still king but the thing here is as much as we do not want others to call us and sell us something, so do they. Of course, every now and then people will answer our call but not every time. Most times, they will ignore us especially when they know we have hidden agendas.

And then there is email. Email, as outdated as it looks, is still being used by almost everyone. In fact, the more digitized the world has become, the more relevant email has become. Just think of Covid19 vaccine certificate or Philippine travel pass or even your credit card statement. Where are they sent? Where are they verified? Emails.

So wait, what do we do with an email? What do we send?

There are two types of emails we can send a prospect. This can also be applied if you want to use Viber or WeChat (and you are connected to their accounts). One is the nurture email and the other is the sales email.

The nurture email is one people regularly send. It is very similar with newsletters. Every week or every month, you send them an email. The goal here is not to sell something. The goal here is to reveal that you still exist and that you show what value you can bring to your prospect’s life. That is why it is called “nurture.”

As we stated a while ago, this is very similar to newsletters. Just check your email and you are probably subscribed to at least one type of newsletter. There is nothing to sell here, its all about just giving value.

In a simpler explanation, this is an educational email wherein we are educating our prospects about something in our industry that they might find helpful.

For people selling insurance, a great example would be educational contents on financial literacy. The possibilities of contents within “financial literacy” is pretty vast. It can be something about saving money, investing money, stock market, emergency funds, etc.

For people in real estate, it could be anything and everything about property investing or guidelines on how to buy a house.

Just think of it this way, you are the teacher in your industry and your prospects are the students. What lessons do they need to learn about your industry? What are you as a teacher going to teach them?

In other words, the prospect (or the student) must get something of value in what you are giving them. It must teach them something or at least give them some ideas on the industry you are in.

Value is one thing and Consistency is the other. It has to be sent and shared consistently. It could be weekly or biweekly or monthly. The important thing here is that the prospect (the student) get something of value which results in them thinking of us as experts in the field and that we consistently expose ourselves to them.

Again, this can be done in Viber or WeChat or Telegrams or what ever messaging app people are using. The main goal is the value and the consistency.

The beauty here is that we give ourselves an excuse to message the prospect and we are setting ourselves to become experts in what we are doing. When the time comes that they need what we are selling and we are consistently in their presence, guess who is going to get the call?

Then there is the other side of the coin: the sales email. The goal of the sales email is to ask for the sale or ask for an appointment. This is where the selling part comes in. There is a call-to-action on our part. The important thing here is that the call-to-action must be personal and it must be clear. Just imagine if the prospect wants to set up an appointment with you, it must be clear on how he will do that.

Another possibility is simply using email to personally message them just like how we would message our colleagues through email. A simple all-words personal invitation is good enough.

The beauty here is that we can substitute email with calls. Instead of us emailing them, we can instead call them and ask for an appointment to show the latest products we have. The good thing in here is that if we get rejected, we still have lots of chances to contact them through our nurture emails.

Again, email cannot substitute for calls. But when email and calling are put together, it can be powerful. We email consistently for nurturing and we call to make a call-to-action.

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