What Sales Reps Need to Keep in Mind When Prospecting Via Email

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By STS Staff Writer On Apr 28, 2023

As a salesperson, we know it is a drill for you every day with those cold outreach calls, and prospect emailing eats up a lot of time. Irrespective of how good your offer is or how strong your pitch may be, it takes a lot of time to get a response from potential leads.

Freshworks has reported that 91% of sales emails remain unopened.

So, how do we deal with this?

How can you make your sales prospecting more effective?

Let us dig in here to know more.

Email has become a powerful tool for sales reps to connect with potential clients. It’s a convenient and efficient way to reach out and introduce your product or service to a new audience. However, with the rise of email marketing, it’s becoming increasingly difficult to stand out.

When a salesperson wants to attract a new customer, he or she sends emails or reaches out to the prospect through LinkedIn. The email is sent to generate awareness of your product and services. With this email, the salesperson hopes to receive some response from the client.

An ideal prospecting email should be clear, concise, and to the point. It should also include a solid CTA that encourages the receiver to take action. We know crafting a perfect prospecting message that pushes the prospects to take action is difficult, and we are here with some tips that will help.

Have a look at the following:

1. Personalization is Key:

Let’s say you’re a software company that’s targeting small businesses. Instead of sending a generic email, take the time to research your prospect and tailor your message to their specific needs. For example, if you’re reaching out to a small business owner who runs a bakery, you could start your email with something like: “Hi XYZ, we noticed that your bakery has been in business for over 10 years. As a fellow small business owner, I understand how important it is to have reliable software that can streamline operations and save time.”

2. Keep it Short and Sweet:

Imagine you’re a marketing agency reaching out to a potential client in the healthcare industry. Instead of overwhelming them with a lengthy pitch, keep your message short and sweet. For example, you could start your email with a clear headline like “Increase Patient Engagement with Our Marketing Solutions”. Then, use bullet points to highlight the most important information about your service and the benefits it can bring to their business.

3. Grab Their Attention with a Strong Subject Line:

Let’s say you’re a cybersecurity company reaching out to a potential client in the financial industry. Instead of using a generic subject line like “New Cybersecurity Solution”, try something more specific and relevant to their business. For example, you could use a subject line like “Protect Your Financial Data from Cyber Attacks with Our Advanced Solutions”.

4. Include a Clear Call to Action:

Imagine you’re a sales training company reaching out to a potential client in the technology industry. In your email, be sure to include a clear call to action that tells them what you want them to do next. For example, you could say something like “Book a Call Today to Learn How Our Sales Training Can Help Your Tech Team Close More Deals”.

5. Follow-Up:

Let’s say you’re a digital marketing agency that has sent an initial email to a potential client in the hospitality industry. After a few days, if you haven’t received a response, follow up with a polite and friendly email. For example, you could say something like “I wanted to follow up on my previous email and see if you had any questions about our digital marketing services. We’ve helped several hospitality businesses like yours increase their online presence and drive more bookings.”

6. Test and Optimize:

Imagine you’re an e-commerce company that’s sending out a promotional email to your customers. To see what works and what doesn’t, you could experiment with different subject lines, messaging, and CTAs. For example, you could try using different subject lines like “Last Chance to Save on Our Spring Collection” versus “Get Your Spring Wardrobe Now”. Then, track your open rates and click-through rates to see which email performs better and adjust your approach accordingly.

Wrapping Up

Email prospecting is an important part of the sales process, but it requires a thoughtful and strategic approach. Keep these best practices in mind when prospecting clients via email, and you’ll be well on your way to creating a successful email campaign. Remember, personalization, brevity, strong subject lines, clear CTAs, and follow-ups are all critical components of an effective email prospecting campaign. With these tips, you can create a campaign that connects with your audience and drives results for your business.