Prospects Not Responding? How to Write Better Sales Emails

Your prospects receive countless sales emails every day. But they only open 24% of them. Feel like you’re wasting time sending messages into the void?

Email prospecting is important in today’s technology-driven world—it’s not going away any time soon. But a bad email can cost you a client. Is it possible to create a sales email your prospect will be glad to receive?

To get prospects to open and respond to your emails, your message needs to stand apart from all the others flooding their inboxes. Your emails should entice your prospects to continue the conversation—whether on the phone or in person. You only have one chance to hook them in.

Crafting quality sales emails takes time and practice. But if you want your prospects to open your emails and respond, it’s worth the effort.

Don’t lose prospects because of poorly crafted sales emails. Start writing better emails to crush your sales goals.

Use an Enticing Subject Line

To respond to your emails, your prospects first need to open them. Think strategically about your subject line to grab your reader’s attention.

If your subject line is too vague, no one will open your email. Your goal is to pique your prospects’ interest. Keep it short and catchy—avoid long sentences and stick to the point.

And if you don’t want your emails going straight to the junk folder, avoid using spammy phrases or salesly words like “solution,” “complimentary,” “specials,” and “discount.”

Have a Purpose

Don’t let your prospects wonder why you’re emailing them. Explain off the bat why you’re reaching out, and give them a reason to respond.

Sales emails help you connect with prospects, develop relationships, and move them down the sales funnel. But why should your prospect be interested in what you have to offer?

Make sure your email passes the “so what?” test. Customers don’t really care about your company or your products. They care about what it can do for them and what problems it can solve. Especially in a short email, every word and sentence counts. Put your customer hat on and ask “so what?” after every line. If you outline the benefits in a clear and concise manner, you’re more likely to get a response.

Personalize Your Emails

Don’t come across as a robot. One-size-fits-all emails will likely end up in your prospects’ spam folder. Instead, take five to 10 minutes to research your recipient and tailor your email to them.

Ditch the “Dear Sir/Madam” or “To whom it may concern” opening and greet your prospects by name. Perform a Google search and check their social media and company website to get the information you need.

When reaching out, refer to a common connection, company news, or recent product launch. These personal touches show you took the time to get to know your prospect.

Keep it Short & Sweet

When it comes to sales emails, less is more. Your prospects are always on the go and are busier than ever. Since they’ll likely see your email on their mobile device, your message needs to be readable in mere seconds. They simply won’t bother scrolling through a long-winded email.

Don’t overwhelm your prospects with information and questions. Remember that your goal at this point isn’t to close a deal—you want to elicit a response.

Simplicity drives curiosity and action. There’s no need for your email to exceed five or six sentences. Use short and succinct phrases to keep your reader interested. You also want to avoid using fancy graphics and elaborate layouts or colours.

Be Empathetic

This is arguably the most important point. You need to show that you care about who you’re emailing.

Speak to your prospects’ pain points and tap into their emotions. Your voice should be personable and approachable. Something as simple as acknowledging how busy your prospect is will make them more receptive. Explain how your product or service addresses their specific frustrations.

To think like a customer, send your sales email to yourself. Would you open the email? And if so, would you spend more than a second reading it? Avoid overselling, and instead, think carefully about the person you’re reaching out to.

Include a Call to Action

Make it as easy as possible for your prospects to engage and respond to your emails. A call to action clarifies exactly what you want your prospect to do. Ensure you align the call to action to where your prospect is in the buyer’s journey.

Looking to set up a meeting? Include practical details like the meeting duration, and specify exactly what the meeting would be about.

Make your CTAs trackable to determine how your prospects are engaging with them.

Focus on Adding Value

Your sales emails shouldn’t be all about you. When following up with prospects, don’t nag them. Instead, focus on adding value with each email you send.

Until your prospect is ready to talk, you can share relevant and timely information like blog posts and articles that allow them to learn something interesting. Or try introducing them to a thought leader they might find valuable. Offering guidance or suggestions positions you as a trusted advisor.

The content you share should be relevant, meet your prospects’ business needs, and be easy to digest.

Ensure All the Information Is Correct

One last but important tip is to be attentive while doing your research and proofreading your emails. Check for grammatical errors and typos. Such careless mistakes can tarnish your reputation.

Make sure your recipient’s name is spelled correctly and that you know their company and current job title. While your prospects may overlook minor typos, they tend to be less forgiving when it comes to errors regarding personal information.

Have any questions? Please share your questions, expertise, opinions, or tips in the comment section below!