Email is a powerful tool in the marketing toolbox. However, there is a temptation to cut corners with email messages. And the results aren’t pretty.
For instance, when a person is attempting to get new business, there is the thought that the greater the number of email recipients, the greater the chance for a response.
We then are inundated with email pitches that are awkward, annoying, and incredibly impersonal.
Why You Don’t Want to Send This Email
A business partner sent me the following email. Names have been changed to protect the innocent…
Beth,
If you have been in business for a few years, you have success stories you can use to demonstrate how you work with clients to achieve success. These are “case studies,” and they allow you to showcase your expertise in a powerful way because they are true stories of results people have achieved from working with you. Case studies are written in four parts: The problem the client had, what you did to resolve the problem, the results achieved and how other people can do it too. Read More (link)
Discover the secrets of selling to multi-generations with my e-book “Selling to Veterans, Boomers, GenX and GenY Markets.” Find out what turns them off–and gets them to say YES!- (link)
Regards,
Susie Smith
The Awesome Professional with Susie Smith
Workshops, Info, and Consulting for Powerful Results
Here are the issues with this type of email:
It is a boilerplate message. It’s not a customized message. It’s a “one size fits all” type of message and also the fastest way you’ll get booted out of someone’s inbox.
The writer of this email did not define why a business would need to consider using case studies. I know why, but not everyone does. So the person receiving this email could very well say, “What is all this about? You tell me about case studies but what do they do? How does it fit in with my business? Why exactly do I need them?”
The last paragraph has a link to a free report. However, what does selling to multi-generations have to do with case studies? I checked this person’s website and found that she did have a free report on case studies but for whatever reason, that link wasn’t used. There’s a good chance that her admin support made a mistake but still, she should have taken a close look at this email before it was sent.
There is no clear call to action (CTA). A call to action asks the reader to take action: to call, order, join, fill out a form, etc. If you were to offer a free report, you would want to include a CTA word such as “download” or “sign up.”
Here’s a better way to add a CTA to this email:
If you’re serious about increasing getting new business, you’ll want to read my free report, “5 Ways Case Studies Can Change Your Business.” Download it by clicking here (link). You’ll learn the secrets that the Fortune 500 brands already know. Case studies work. Now let them work for you. Download your free report today!
Your reader is open to taking action. But you have to position your offer clearly and tell your reader exactly what to do.
Connect and Prove
I can think of better ways to open up a potential conversation with someone.
First, you need to connect with the recipient of your email. This means that you have to do a little homework. Check out the company’s website. See if there is anything there that indicates a need for your product or service.
Investigate. Do a search for the person’s name. Notice if they’ve been with their organization a long time or if they were a recent hire. Check their LinkedIn profile. Look at the groups they’re involved with and if you’re a member of the same group, check their participation in discussion threads. You could find some gold that will allow you to find common ground.
The point is, you don’t want to send a message that could easily be sent to just anyone. I would say this is about 80% – 90% of the types of email pitches I receive. It’s obvious that most sales reps haven’t checked my website, let alone try to find out anything about me and how their offering would fit my needs.
When you can, use statistics to prove your claim, or testimonials. Few prospects will take your word for whatever it is you claim to do well. It helps to show there is a need for your service and even better – those who tried your solution found that it worked.
Formatting
I don’t see this topic mentioned often, but it matters.
You want your email to be readable. This means no tiny font sizes or huge paragraphs. Mix it up visually by having one punchy sentence and then break for a new paragraph. “Suzie’s” email begins with a rather intimidating dense paragraph.
It’s not easily scannable.
Which is important. Because often your recipient will scan your email first to see if anything of interest catches her eye.
Use shorter sentences, shorter paragraphs, emphasized words, italics, and bullet points. They’ll go a long way toward getting more attention.
So, to tie this up in a pretty bow, a better email could be this:
Beth,
I came across your business, XYZ Company, and noticed you have an impressive list of clients. Congratulations!
However, I noticed your website didn’t feature any client case studies.
You’re missing out on an incredible opportunity to demonstrate your company’s expertise with this type of marketing collateral.
I offer such a service and believe I can help you market your business with case studies that will showcase your company’s achievements. A good case study will show your prospect that your business knows how to get results.
Here’s a sample of my work (link).
I’d love the opportunity to chat with you to see how we can produce similar results at XYZ Company. Can we schedule a call soon?
Regards,
Susie Smith
The Awesome Professional with Susie Smith
Workshops, Info, and Consulting for Powerful Results
Doesn’t that sound a little more personal?
Email is a way to potentially open the door for more conversation. You’re virtually tapping someone on the shoulder and asking, “Can we talk?”
Do it the right way and you’ll create a better chance that your prospect will say, “Sure, why not?”
Much more preferable than having them click “delete.”
