Skip to content

How to write a better sales email


Sales and Marketing
Emails have revolutionised the way we communicate and there’s no doubting the role they play in securing sales. As an introduction or follow up, an email gives you time to think and the space to explain. However, this year about 84% of all email traffic will be spam according to Radicati Group, so it’s time to make sure you’re not part of the problem. Here are top tips for writing your next sales email.

Get your point across straight away

64% of email recipients open their mail based on the subject line alone. Identify the purpose of your email and get it across as simply as possible. Patience towards online content is notoriously low, so your message must be absorbed quickly whilst resonating with the receiver.

Make it about the recipient

Whether you like it or not emails interfere with your contacts flow. Make sure your emails contain a very clear W.I.I.F.M. (what is in it for me). Always make a direct link between the content and receiver, to show how the message is relevant to them.

Include a clear call to action

You’re much more likely to get a response when you clearly communicate what you want the recipient to do. Having multiple call to actions adds confusion to the next step. Not including a call to action relies on the recipient doing nothing. If the recipient is not required to do anything, what exactly is the point of the email?

Be patient and schedule a follow-up

It’s not always possible to close a deal straight away – more often than not a prospect needs time to weigh up the options. Forcing a decision will send alarm bells ringing and has the potential to scare them off. Hold your patience and always schedule a follow up – whether that’s to talk on the phone or just to send another email.

In summary

Whether you’re opening up a conversation or following up from a phone call, stop and think about the prospect: Do they want this email? Is it easy to digest? Is it going to get you the desired result? It’s very easy to send emails that lack clarity and purpose. Going that extra mile will limit the extent to which you pollute your contacts inbox and will ensure your emails are read and responded to ahead of the SPAM offenders.

Dominik Kondziela

As part of the marketing team at Ebsta, I help write and publish our online content. From Slideshares to blog posts and tweets, we share our wide knowledge in CRM adoption and sales productivity.

Related Posts