Last week, a client of ours named Tim asked for some advice on how to write an effective prospecting email. Tim is an account executive who sells business software applications. The key to writing an effective prospecting email is to keep it short and to the point. The goal is to get the attention of the prospect, and then as a result of your email, get them to take action that will eventually lead to making a sale.
1. Create an “attention-grabbing” subject line.
2. Start with a provocative queston to pique their interest and get them thinking.
3. The email should be less than 200 words.
4. Limit the email to three main paragraphs.
5. Keep the paragraphs brief but varying in length so they do not appear too robotic or mechanical.
* The 1st paragraph should focus on a triggering event. For example… “Many hiring managers cannot find good sales talent.”
* The 2nd paragraph should focus on the benefits of your company/product/service as well as how you differentiate yourself from the competition. For example… “On average we reduce the amount of time it takes to hire someone by 50%.” Focus on why the prospect would want to work with you over your competition. In other words, what’s in it for them? What is the value proposition for the prospect?
* The 3rd paragraph should be a call to action for the prospect. What do you want them to do after reading your email? For example… “Contact me directly at 999-999-9999 to discuss how I can help you.” Or… “If you contact me within 24 hours, I will give you a 10% discount on our recruiting services.”
Create your prospecting email using only three main paragraphs using the formula above, and once again remember to be short and succinct with your messaging. The objective is to get the prospect’s attention so they read your email. If it’s too long, they will simply delete it. Also, keep it conversational and refrain from using any words you wouldn’t use if you were talking face-to-face with the prospect. The tone should be conversational and non-threatening.
In your “From” address, does it say the name of your company or just your name? Sometimes the name of your company is a selling point, and the reason this should be taken into consideration is because it is the very first thing a person will see when they discover your email.
Lastly, consider using a p.s. as your final communication. This can be very effective to enhancing your email, and often the individual reading your email will focus on your p.s. at the very end as they quickly scan the email for relative information in determining its significance. For example, saying something like… “p.s. I will solve your recruiting problems!” at the end of your email can be most effective because it demonstrates confidence and ability, and since it’s the last thing the prospect will read, it sticks out in their mind whereas normally the last thing they would read in your email is your contact info.
