Clever Introductory Emails

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You have done your research and you have found; the contacts you want to speak with, their phone number and their email address. Just one problem, every time you call them there is either no reply from their line or you get the good old voicemail. So, what next?

There are options here that you can put into play before you take the ‘three and out’ approach, and today I’m going to look at the ‘clever intro email’ option.

You have just the subject line and one paragraph to get the attention of your target prospect and so the first few opening lines are the most important. If these lines don’t grab interest immediately, you might as well continue to tell them what you had for lunch because they will simply delete your email.

You can test this theory simply; open your non business email account and scan down the emails. Take a second to notice which ones make you stop and feel the temptation to view the email contents. Next, when you open them and find the content is irrelevant to the subject, you feel that slight irritation and delete the email. Alternatively, you are drawn to read on as they have something to say that interests you. Business emails work in exactly the same way. think about the person that you are emailing and what will interest them or annoy them.

The subject line needs to be simple and brief. Use their name if possible or reference someone they know eg John, Dave Smith suggested I contact you’ or ‘Dave, could you spare a moment later’. Avoid typical sales lines like ‘Do you want to increase your bottom line?’ Or ‘Save money on printing.’ If you send a few emails and they aren’t being responded to then try changing the subject slightly. Common sense really, if it doesn’t get the response then adjust it slightly!

The content needs to be straight to the point and needs to demonstrate that you have taken the time to know who they are and what the issues may be that they are facing in their job role. You also need to explain briefly how you can help. Take a moment to think about why you do what you do for your customers. Don’t start by telling them how brilliant you are because, as unique as you think you may be rest assured, they get about 5 emails a day from businesses offering the same thing wrapped in different coloured paper! You need to be clever and select a current issue or new legislation and demonstrate to them that you understand they have to consider this and that you can help.

Once you have done this, provide them with a link to a relevant page on your website and then ask them if they would be open to a brief conversation with you to discuss this in more detail. Try and keep the email to two short paragraphs and perhaps mention a couple of key customers that will instil confidence.

hopefully, with a short and to the point email you have demonstrated that you are not there to waste their time and so a conversation with you suddenly becomes more appealing.

For advice on email tactics why not give us a call…..

if you have enjoyed reading this and want to know more about how VSL can help with your telemarketing please email sales@virtual-sales.com or call 01403 788481.

Tags: Email Marketing

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