Sales emails are crucial in business communication. The tone and content are designed to drive a response and elicit certain types of behavior. Studies show there is a lot we can learn from how we write these emails and tailor them to be more effective for different types of industries, demographics, and channels.
This article offers some of the best practices for writing an effective sales email. In addition, you can also find some sales email templates that you can use for your company.
Best Practices
A sales email is a tool that you will need to use constantly, a lot more if you are starting your own business or are part of a company's sales team. One way to reduce the time of this task is by creating templates. A template is a piece of writing in which you can change a few aspects of the text without erasing the original idea. Using a template saves you time and allows you to increase your outreach. Below, you will find the best practices when creating one of these templates.
1. Subject Line
The subject line is the title of the email. Here you will have to describe the contents of your email in a very straightforward manner. In contrast, you can also use this line to attract your readers' attention, such as an article's title.
A subject line can be the difference between success and failure for your email campaign. A good subject line will boost the open rates of your emails, which determine whether or not your prospects will read the copy you perfected. People are far more likely to open an email if it contains their name in the subject line or if the title catches their eye. Try to be concise and specific.
Subject: (Name of client) (Email Subject)
Hi {name},
My name is {name} with {Your Company}.
We help {specific company type} with {one liner}.
I wanted to learn if you are interested in {things your company handles} for {Company Name} and if you would be interested in knowing more about our services.
Are you available for a brief call at {time options}?
Regards,
(Your name)
Try to avoid catchy slogans. Most people will relate a catchy slogan to a telemarketer and will delete the email immediately. Try to be creative when creating a subject for your sales email. A sales email is an opening for communication, not clickbait.
If you are unsure of a subject line, try sending the email to yourself first. Check how the subject line and the first words of the text look in your inbox. If you don't like it, you can change it until it seems suitable for the person to whom you are sending the email.
2. Email Body
Setting apart the presentation, the first line of an email is one of the most important texts you will have to write. Many entrepreneurs use the email body's first line in the subject. These re-writes can help you display the first part of the text in your email body without opening the email. Here is a guideline of how your opening paragraph should be.
Establish context and the reason you are reaching out to the person
Build trust and credibility
Make a natural connection between the opening line and the sales pitch
With those points in mind, you can create an opening line that will generate results. Take a look at the example below:
Hi {name},
My name is {name}, and I am the (work title) with {company}. My objective in sending this email proposal is to increase the income of the {company} marketing team by 15% using only virtual assistants. We can do this within 15 days of proposal acceptance.
Here's how we would implement the transition…
Most of your prospects will be busy with many different tasks, so it is essential to be concise and get to the point the fastest that you can. Be genuine and straightforward.
3. Be personal
One detail that we let slide is to be personable. When addressing a potential client, you must focus on the parts that will resonate with them. Think critically about what you want to achieve with your email and think of ways to keep the conversation going. Depending on your goal, the body and the pitch can vary. Take a look at these guidelines;
Use names and offer additional context. Job titles, company names, and product names are a great way to connect with your client.
Validate your client's tasks and company values.
Be direct when offering a solution to a problem. Offer your company's benefits in one concise sentence.
Reference previous contact forms and information if applicable.
Here is an example of being personal:
Hello {name},
I appreciate your interest in replying. I'd be happy to talk to you and give you an in-depth review of our services and how they will help (Company name). Let me know your available dates, and I'll send you a calendar invitation. If it is not too much trouble, can you answer these questions to help me better understand your situation?
How are you currently promoting your sales, and what channels would you want to expand to?
Do you have an idea of which KPIs you would like to use?
Have you considered lead generation and sales funnels?
Keep your email simple. The easier your email is to read, the more likely the client will reach out to you. Another tip is to use apps like Grammarly or Writer. These apps will help you identify typos, correct grammar, and overall improve readability.
4. Give proper closure
All of your sales pitches should be closed with a call-to-action (CTA). The CTA is the primary purpose of sending a sales email. You want the potential customer to take action. A proper CTA requires feedback, so try sending the email to a friend or colleague before sending it to the client. Embrace the opinion of whom you sent it and make changes accordingly, without lessening the buyer persona you created for your template. Follow the guideline below to complete your CTA.
Use hyperlinks. Without considering the words that you choose, you should always include a hyperlink within your email. This link should go to a specific URL where the customer can purchase the product, learn more about the company's services or speak to a customer service representative.
Use action words. Action words should be verbs that inquire about an action. Some examples are: buy, shop, try, get started, donate, download, call, continue, etc.
Provoke emotion. Within your CTA, you must include a modifier that will trigger a feeling in the person, such as a sale. Here are some examples:
Get 50% off!
Lose weight in 6 weeks!
Save time and money!
Order now!
Here's an example of giving proper closure:
Hi {name},
For a limited time, we're offering 50% off all annual plans for one year so you can access advanced features that will help you grow your company.
Be sure to click this URL (paste URL to the word of choice) to obtain your discount! All plans include live chat support with our customer success team to maximize value. This special deal ends on Sunday. Take advantage of these features right away to get the most from your online store!
This offer is for free users upgrading to any {company} paid plan.
The guidelines listed above will help you when making your first sales email templates. After you have mastered them, you can start creating your policies depending on the clientele you would like to approach. Don't be afraid to be creative!
5. Signature
You should not disregard the last part of the email. A signature is an image of you that your customers will make when reading it. Most company signatures include the name of the representative, a phone number, an email address, and the company's logo. This signature is an excellent way to ensure contact information, but not very good for sales. As said before, don't be afraid to be creative!
A lot of entrepreneurs and small business owners are taking the signature to another level by adding projects they are working on or previous experience that will interest the client. These signatures create a connection between sales reps and customers. It also builds credibility and gives the email a "human" face. Below, you will find a list of some examples you can use in your signature:
Product news
A release (books, albums, webinars, online courses, etc.)
Press features
YouTube channels
Podcast links
Case studies
Success stories
Company news
Provide these links to your customer to heighten your customer's expectations. You need to build credibility and offer your recipients something interesting. By adding these links, you will also showcase the company's values to the prospects you communicate with. Here's an example of a creative signature:
Henry Jones, Jr.
Sales Manager and Relic Acquisition, The British Museum
Buy my book: The Last Crusade
Subscribe to my podcast: Raiders of the Lost Ark
Check our online course: How to buy and sell Antiquities.
Moreover, be personable and read between the lines when answering an email. By analyzing a received email, you will identify any email's voicing, tone, and formality. With this, you can answer back using the correct technique and style.
You are ready!
Email marketing is one of the most successful ways to generate customer leads. You should keep in mind several aspects when writing an email to increase your chances of getting a sale. However, one thing that you should never do is come off as needy or desperate. You should personalize your email so it feels like it was written for the recipient and not just another generic message. The best way to optimize your messages for maximum conversions is by using templates.
Sales email templates effectively get responses from customers because they help you convey the right messages more convincingly, ensuring higher open rates and conversion rates. Sales emails have the power to generate revenue for the company. The entire tone of a sales email should focus on how it can help the customer while highlighting the benefits they will get in return.
Ready to take your sales to the next level and join the future?
Try a sales virtual assistant today!