How to Send Personalised Outbound Emails (at Scale)

Email isn't for selling. There, I’ve said it. So, you might ask, what's the point of this post? Great question. Email is still an incredibly valuable way to engage people, especially when you are trying to secure a first meeting. The challenge is that it’s a crowded marketplace with a lot of noise.

So, how do you write a great sales email that actually gets some answers?

Relevance is key.

Your email must be relevant to the person you are sending it to, rather than too personal. You would be surprised how many salespeople spend a lot of time hand-crafting the perfect email talking about the prospect's favourite ice cream flavour. Take the time to research your prospects, so that you can personalise your email and make it relevant based on their priorities and challenges.

Use an outreach tool

A sequence is a series of emails that are sent over a period of time (usually 7-30 days). This allows you to gradually build rapport with your prospect. Just make sure to avoid treating this as a 'spray and pray' bulk method of reaching people. The point is to work with small groups of prospects and align them to the relevant message.

Follow up!

The vast majority of sales happen after the fifth contact, so don’t give up after one email! If you don’t hear back from your prospect, follow up with another email. Most people are busy and simply need a reminder that you exist. Persistence pays off in sales, as long as you're relevant and have common sense!

Sometimes it's smarter to carefully choose a cohort of 100-200 prospects and try to build a multiple-step outreach sequence that is highly relevant. You'll surely get some answers... and maybe even generate some new business!

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