For several of us, email is necessary- even though it is not used as a strategic tool. We use emails mostly to communicate with our customers, coworkers, which are mostly done reactively without much thought.
Now if this is also the case with you, then we think it is time to change your relationship with email. We say this as there is so much value that you could be getting from this tool (especially in your sales process), however, for that it requires a new mindset and intentions.
Hence here are some of the dos and don’ts for closing deals successfully using emails, that can better arm you to make emails work for you and fetch your desired results:
1. DO proofread times and again
Even though this might appear to be the simplest of all tasks, yet this is the most important tip to make a lasting impression with your emails. We as one of the most popular vendors of Salesforce Alternative CRM software solutions say this since we have seen in several instances emails coming from salespeople that have missing words in sentences, misspellings, and a plethora of other grammatical issues.
Now, there are several recipients who consider this as a demonstration of a lack of attention to details.
Remember, all your email communications are a reflection of your company’s service offerings.
Therefore, if you as an employee of your organization cannot get a simple email right, how will the prospects or your customers find assurance on the rest of their upcoming experience with your brand?
We know these days it is so common to be rushed that sales reps most often do not proofread their emails, nevertheless, we would suggest you take a second to reread your emails or check them with something like ‘Grammarly’ which might be worth the efforts.
2. DO personalize the email.
In this era of hyper-customization do not just send generic emails to your prospects and customers about what your company offers to the consumers in the marketplace. Rather briefly explain in your emails how your business can help the recipients actually solve their challenges. Consider using their names, job titles, company name, or department in your pitch, which you can easily do for each individual emails once you are using an easy to use CRM software for personalizing your emails. Take some time to learn about what your customers are actually talking about online. Get into their world and thereafter align your offerings according to their desires and goals.
3. DO re-engage non-responsive contacts.
Normally the sender gives up when people do not respond to one or two emails, assuming ‘why to pester them if they are not interested’. Or in other cases, sales reps can even fall on the other end of the spectrum and send emails repeatedly for weeks and months, with the same messages, that will obviously push a future customer away by overwhelming or annoying them.
Now instead of doing it, think of emails in threes, whereby in this sale cadence, the first email should be brief and informative accompanied by a strong CTA (Call to Action), the second email can also be the standard fare, nevertheless, you can view your third email as an opportunity for humor, which we have observed more than anything can elicit a response.
Here is an example:
“We have failed to hear back from you. Is it because:
A- Are you no longer interested in our offerings?
B- You like our product and services, but you do not require anything additional right now.
C- You are trapped under something heavy and so cannot get to your email.
If we do not hear from you in such a case we will assume it is ‘C’ and we shall check back tomorrow.”
Emails like these can provide someone potentially interested in what you have to offer a gracefully inviting way to jump into a conversion.
Nevertheless, if they respond and answer A or B, drop them into a nurturing campaign using your easy to use CRM tool and thereafter align them where they are in your sales funnel.
But even if the recipient of your emails are not interested in your offerings, going the humorous route, probably might make your prospects chuckle and think of your brand with a positive frame of mind.
Now do not just take our above-stated example ditto but use humor and wit that works best with each email recipient as a person or business after studying their profiles stored in your CRM database.
4. DO embed a scheduling link in your email
Even though you must have seen them everywhere, nevertheless do you yet have a scheduling footprint embedded in your emails?
Now, as we presently live in a digitally-powered, hyper-connected, video-conferencing-saturated world, consumers expect to be able to book their meetings with you on their own terms, quickly and online. Hence, in this landscape, there can be really no excuse in a digitally-powered professional sale environment to not have a scheduling capability integrated into your emails.
For this, you can use ‘Calendly’ or any other free options that are available in the marketplace.
5. DO NOT use underhanded subject lines
There are a few quite popular but equally distasteful tricks to make recipients open their emails. For example using subject lines like “Re: Next Steps”. Now while doing this might trick the recipient into thinking that they are continuing an ongoing conversation, nevertheless doing so quickly violates trust and can therefore actually trigger the spam filters.
This is because, being deceitful and sketchy puts the recipients of your emails on the defensive side, while a genuine approach will always help businesses to go further.
As for advice from our end, for helpful tips on using effective subject lines search on the internet with phrases like “best subject lines” or “subject line checker” and we are sure you will find no shortage of inspirations that you can use for your business growth.
6. DO NOT be long-winded, instead, get to the point
Emails are not the right place for writing dissertations and novels. Hence keep your emails brief and use bullet points to draw the attention of your recipients to your key message. You can even bold or highlight people’s names if you are distributing a note to multiple people and need responses quickly.
Additionally, we have also observed that starting an email with the most significant subject works the best since there are several people who only skim their email’s opening paragraphs or lines before determining whether they will invest more time and continue reading further.
7. DO NOT leave anything open-ended
Finally, as your ultimate goal of using an email strategy for your brand is to pique the interest of your consumers and eventually close some deal, hence the worst thing you can do is to leave things open-ended.
Therefore offer choices to the recipients of your emails whenever it is possible and work to make things concrete.
Additionally, use confirmation emails and ask for feedback or clarify your recipients with additional information that can help them to close the deals.
Always be specific by asking your recipients something they need to answer as opposed to enquiring something general.
Now if the recipient does not answer to your question(s), you can have a valid reason for doing another follow-up, but as we have said even before, do not send the same message, rather, ask or present things in a new way, so that you do not annoy the recipients of your emails.
So you see email is not just a tool for sending notes back and forth in businesses, but rather it is indeed a key asset in the sales process and can actually help you in closing more deals.
Hence, make sure that you are following the best practices while sending your emails and avoid landing into pitfalls as mentioned above, and we are sure you will increase your response rate and success with emails in no time.