Americans are bombarded with over 5,000 ads every day, leaving them feeling like just another number in a database. What buyers are looking for is personalized experiences that make them feel like valued individuals — arguably one of the reasons cold calls are being replaced with cold emails. After all, 80% of consumers prefer to be contacted by email over any other method — a testament to the perceived intrusiveness of a call from an unknown number. Due to this shift, buyers’ inboxes have become flooded with sales emails, leaving many messages lost in the shuffle or being flat-out ignored. As salespeople, this makes it more important than ever to be strategic in email communications, so as to not lose any potential sales opportunities.
There are many ways to make your email stand out, but the most important place to start is understanding who you are reaching out to. It’s imperative to take time to understand the needs of your recipient — their problems, pain points, and values — and work diligently to ensure that you provide a sustainable solution.
Throughout my sales career — from VP of Mid-Market Sales at HubSpot to my current role as the SVP of Sales at email signature management company, Exclaimer — I’ve both sent and received my fair share of email pitches, seeing the results of a carefully crafted cold email firsthand. For salespeople looking to enhance the effectiveness of their email communications and land those new sales, here are some of the best practices and actionable tips I’ve assembled over the years.
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Personalization is key
Personalized emails average 176% more opens than non-personalized, which can also lead to an increase in email-driven sales. This is why 1:1 emails are key to building success and customer loyalty. Personalize every email you send specifically to the recipient. Take a look at their LinkedIn for details you can connect on — an alma mater, previous experience, or mutual connection, for example — and tailor your email to their specific needs and interests. Personalizing the email to the company or brand can also aid in converting – call out recent company news or express admiration for their products or services. This shows the recipient that you’re familiar with their mission and can go a long way in establishing a connection and showcasing the relevance of what you offer.
Focus on building a genuine connection
Most people can sniff out a fake attempt at connecting a mile away. It’s important to really think about who your customer is, what they need, and focus on a personal relationship over the profit. If you put your best foot forward to show the recipient you value them as an individual rather than just a number, it’ll help earn repeat business. In order to maintain the authenticity of your communication, it’s crucial to engage in quick, thoughtful responses that clearly convey your understanding and consideration of the recipient’s role and company. Avoid using generic, buzzword-heavy language, as it can often feel impersonal and disingenuous.
Leverage every aspect of the email
Each component of an email matters. For example, certain subject lines perform better than others, so try different tactics to determine which yields the best results. Be sure that your subject line summarizes the email’s message and is eye-catching so as to secure relevance amid a crowded inbox. Including the company or person’s name can be one way to grab attention, or call out a recent company initiative that the recipient will be familiar with. Additionally, 58% of consumers say a professional email signature makes them trust an email, enhancing the credibility and legitimacy of the sender. This can make recipients more likely to take the content seriously and respond. Some email signature solutions like Exclaimer can even personalize signatures to include Calendly links, recent social media posts, promotion banners, and more to help build trust and drive sales. A well-crafted email signature can act as a digital business card, and provide another opportunity to display professional correspondence and encourage engagement.
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Measure, measure, measure
By consistently measuring the results of your emails, you can adjust your sales techniques as needed. Start by setting clear metrics and experiment with email formatting techniques, measuring them until you’ve identified the formula for success. Check open and click-through rates, conversion rates, and customer feedback regularly to ensure you’re meeting those metrics and the needs of your customers. This will let you recognize the variables that enhance engagement and understand why something works, tying it back to customer preferences. If something isn’t performing as hoped, remain flexible and switch it up – trends and habits are constantly changing and what works now may not in six months. Engage with industry forums, attend webinars, explore new technologies, and stay connected with peers to stay ahead of the curve.
In the challenging realm of sales and marketing, resilience is key. While there’s no perfect formula for conversion, the journey of trial, error, and continuous learning can get you close. These insights are intended to guide you in refining your email communications strategy, leading to increased sales conversions and allowing you to build stronger connections, enhance engagement, and achieve your goals. Embrace the journey, and happy converting.