4 Steps to Writing Killer Prospecting Emails

Business.com / Sales / Last Modified: February 22, 2017

Learn the 4 key steps you to ensure your sales emails get a response from top prospects.

Your prospects receive hundreds of emails every day, and most of them get sent straight to spam. When your prospects scan their email inboxes, you only have a few seconds to win them over.  They’ll glance at your email address, the subject line, and the first 50 to 60 characters of your email. Then they’ll decide: Read it or delete it?

Simply put, you need a strong strategy to set your emails apart from the hundreds of mediocre prospecting emails out there. Whether used as an initial point of contact or as a supplement to a phone call, your emails can be a powerful prospecting tool if you write them wisely.

So how can you ensure that clients actually open your message and even take the time to respond? Here are four key steps to writing killer prospecting emails, every time.

1. Be concise 

Remember: your prospect is sifting through hundreds of emails a day. Long emails are annoying and overwhelming prospects simply won’t read them. A great salesperson will keep emails down to just a few sentences so that prospects can read them at a glance.

2. Add a personal touch

Many salespeople make the mistake of sending boilerplate emails with generic messages that can be copy and pasted for countless recipients. These emails often focus on the salesperson’s qualifications rather than the prospect’s needs and some even fail to include the prospect’s name.

Recipients can easily sift through and delete these impersonal emails. Instead of making this common mistake, try adding a personal touch. Always include the recipient’s first name and do a bit of research about each prospect before sending the email. Comment on something specific to the prospect, his organization, or his needs. 

3. Be engaging

One common but critical mistake that many salespeople make is ending an email with a weak call to action. Closing an email with the remark, “Feel free to email me with any questions,” fails to engage the prospect. Instead, try sending emails with a simple question that invites a response.

Your goal is to start a conversation with the prospect—an engaging question will help you do just that. 

4. Keep it casual

When most salespeople start writing marketing copy, they generally use jargon, which is difficult to enjoy. Instead, keep your emails semi-casual. Write as if you’re talking to your prospect in person.

A casual tone shows that you’re a normal person offering a real solution, which greatly increases the chance that your prospects will want to continue the conversation. Unfortunately, many salespeople believe that copy and pasting generic emails will save them time—but sending emails that no one will read only wastes time in the end. Instead, try sending emails that are short, personal, engaging, and casual.

You don’t have to craft entirely new emails every time. Still, you should research your prospects and look for ways to tweak and personalize each message to catch their attention.


Photo credit: Rawpixel.com/Shutterstock


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