How to Write a Sales E-mail | Inc.com

 

Here’s the structure for a sales e-mail that’s more likely to get a response:

Subject: [something relevant to the prospect]
Dear [Mr.|Ms. prospect’s last name]:
I’m contacting you because I may be able to [potential benefit to the prospect.]
Companies like yours ([list]) hire us to do [something quantifiable that leads to that potential benefit.]
Reply to this e-mail and I’ll e-mail you some details so that you can quickly evaluate whether it’s worth your time to pursue this.
[sender’s name and contact info]

 

Here’s why this structure works.

The subject line engages the recipient to open the e-mail. Examples of “something relevant” would be a mutual contact, a recent change in the prospect’s business, a factoid about a prospect’s competitor, etc.

While many industries and companies are informal, when you’re contacting somebody for the first time, it’s best to err on the side of formality. Nobody is ever insulted by formality.

People always appreciate it when you get to the point quickly. From the prospect’s perspective the “point” is “what’s in it for me.” So tell them.

This is your sales message, but stated from the customer’s perspective. The customers in the list should be of similar size and shape to the prospect. If you don’t have this list, just use “Our customers hire us to.”

It’s unrealistic to expect an initial e-mail to convince a prospect to commit time to meeting to you. Instead, you make the “next step” something trivial that indicates the prospect’s receptiveness.

The prospect is smart enough to figure out how to call you or access your website if required.

via How to Write a Sales E-mail | Inc.com.