The commercial presentation email is currently part of the routine of many sellers. Previously, it was used as a kind of substitute for the telephone in complicated situations, becoming today one of the favorite types of contact for many, especially in times of Inbound Sales.
Therefore, there are effective strategies and good practices adopted by professionals who use email as the first approach to the Lead. In this article, you will find 12 actions that will help you improve the use rates of your emails.
1. Write an interesting topic
An email with a killer sales pitch is useless if it doesn't get opened, right? Critical as it is, the issue is an underestimated topic for many sales reps.
Its function is to invite, such as the cover of a book or the billboard of a movie in the cinema, which sells content and invites the opening. Most likely, the recipient will see the subject, even if they don't click to open it.
Therefore, it is very important to be objective and generate curiosity. For example, you could write: “Maria Silva suggested this contact” or “Suggestions about your new website”. And she remembers: never lie or promise something you won't give.
2. Get straight to the point in the email
A person who is receiving a high volume of content daily filters everything that can waste time to the maximum. So it is very important to be punctual, without the need to decorate the commercial presentation email a lot.
It is important to mention the reason for the contact shortly after the first line and avoid using this space with presentations or contextualizations that have no link to the final objective. Look at this opening: “Hello Maria, how are you? I am an advisor to RD Station and Juan has suggested that I get in touch with you, to talk briefly about your new website.”
3. Work with a single message
The Internet is a fast channel with millions of possibilities for distraction, which can easily cause the recipient's attention to be diverted. Therefore, it is important to keep it focused on your email.
If you are writing to propose a meeting and talk about your new website, this email should not be used to talk about advertising strategy, social networks, or your favorite restaurant in Cartagena, for example.
Now you're thinking about a cold beer on the beach, aren't you? Enough, back to focus!
4. Deliver value
Your Lead needs to realize that your contact is important and that the main reason for this connection was to offer them a concrete benefit for a possible problem. Explore your tools to get information that is consistent with your service.
Learn in the following text how to use this to your advantage:
“I saw that the launch of your new blog was very attractive, visually speaking. It would be interesting to put more buttons to share and thus increase the chances of spreading your message more easily. This helps the authority of the page and therefore makes you more relevant.”
5. Offer a benefit in a clear way
Remember: it is a commercial presentation email, that is, the sale will be closed later. For the conversation to continue in other media, the person must be clear about what he can gain from you.
So, show her how you can help her with the solution: “I have some other cool tips that can make your blog gain an audience fast.”
6. Have an efficient Call-to-Action
The content is very important, but as we have mentioned in the previous section, the objective of the first email is to take this contact to another medium. It is there where you can extract more information that will be useful when making a sale.
You must make it very clear what the next step to follow is: "If you want more information on this topic, you can call me" or "I thought I would call you tomorrow at 3:00 p.m. to talk about this topic for about 10 minutes. Would this schedule be okay for you?”
7. Be gentle when you say goodbye
Remember that you are not conversing with a machine. It is important to take advantage of this moment to say goodbye in a more personal way and even strengthen contacts.
Avoid using only the famous “atte.” which in the end doesn't mean anything. Go a little further by saying something like, “I'll be waiting for your response. Regards."
8. Use a professional and complete email signature
Have you thought about the person finally opening your email, reading the text, being interested in your proposal, finding your contact, and finding nothing? Place at least your name, telephone number, position, and company in which you work.
Use our Email Signature Generator to create your own. It's easy, and free, and you'll be able to preview it in real time as you edit!
9. Avoid being very formal
Make your message sound as natural as possible. Using very formal words makes your email look a bit pedantic, something you don't want in a business presentation.
Or maybe the situation really calls for more specific treatment. In this way, it is better to work merely with the Lead's name. Try to communicate as if you were conversing with the person directly.
10. Know the best days and times to send emails
It is quite important to be aware of the best days and times to send emails. Since the behavior varies depending on the audience, I recommend taking advantage of the open reports that your campaigns have generated. These can be excellent indicators so that you can use them to gradually refine your strategy.
11. Personalize the email as much as possible
If possible, send the email with the Lead's name. A good Inbound strategy will ensure that your company's marketing team obtains as much information as possible, before approaching sales.
But in case you don't have his name, avoid sending emails with the phrase “To Whom It May Concern”. It's better to use a simple greeting like "Hello."
12. Be careful with spelling
The content of your email shows who you really are. It is very important to do a good review to avoid writing errors or even vocabulary. If you don't feel completely confident, ask someone for help at the time of the review.
A message full of misspellings is a very bad way to start contact. It may even happen that the recipient of the message loses interest in your offer.
These tips are just the beginning of a well-structured job. To have more detailed knowledge and generate more results in this channel, download our Definitive Guide to Email Marketing
This post was originally written by Thiago Gabri in Portuguese and contains adaptations made by the author for the Latin American and Spanish markets.
