The aim of a sales outreach program is to entice prospects into becoming paying customers through the content shared in your email. But how does one guarantee the email content will resonate with the reader? Or how does one assure the email will even be opened and propel a response?
These are questions that will all be answered in this blog with relevant examples to help you craft the perfect sales outreach email. We will share tips and tricks that generate the results you desire and ultimately close deals!
Before we delve into the different techniques employed in a sales outreach campaign, let’s first understand what this concept actually means.
What Is A Sales Outreach Email?
A sales outreach email is a concept that involves sending out informational emails to prospects or existing customers. These emails aim to promote products and services with the intention of increasing revenue. The efficiency of a sales email is largely dependent on the value proposition that is put forth through the content. A compelling piece of content keeps the readers engaged with the brand and motivates brand loyalty.
The essence of email marketing is conceptualized by sales emails. Having the right mix of marketing and sales elements that will promote, sell, inspire and be in line with your customers’ needs is extremely imperative in the success of your campaign.
5 Tips To Write Your First Sales Outreach Email
1. The Subject Line Is Extremely Important
The subject line marks the start of the prospect’s journey. If you think about it, it sets the tone for the entire campaign. If the subject line is not compelling enough, the prospect probably won’t even give your email a second look. The aim here is to keep the subject line enticing and attention-grabbing in a way that propels them to open the email.
Now I am sure, you have come across a wide variety of subject lines in your own experience. Some really hit the nail, while some go right to the delete folder. Remember, you also don’t want to mislead anybody by overdoing it and using click-bait subject lines.
Using a humanizing approach when crafting your subject line will work in your favor. Think of your prospects/customers as acquaintances or mutual connections. Alternatively, put yourself in their shoes, and try to think “What sort of subject line would prompt me to open an email?”.
Personalization is a highly effective technique used by most marketers and salespeople. Include their first name or personal unique details in the subject line. Campaign Monitor found that personalized subject lines were 26% more likely to be opened.
Here are some examples of effective subject lines with proven click-through rates (CTR):
- Mark, this is the perfect solution for you🥳
- Jeremy, I have a question about your blog?
- Great meeting you at {Event_Name}
- Sandy, quick question for you!
Subject lines are tricky, settling on a winning subject line can be a tedious process. This is why A/B split testing is recommended. This helps you gain a better understanding of what’s working and what’s not.
Another important tip to keep in mind is to avoid overusing sales-y verbiage that sounds pushy. Such phrases include “final”, “discount”, “offer”, “last chance”, “sale”, “exciting”, “limited time”, etc.
2. Include A Call-To-Action (CTA)
Source: Uplers Email
Your sales email needs to include a compelling call-to-action that propels the desired action that will help you achieve the results you desire. The sole objective of your email is to gain something, right? The content of the email should be pieced together in a way that guides the prospect through the step-by-step process of entering the sales funnel.
There are two types of CTAs that are commonly used: hyperlinked text or buttons. Depending on the layout of your design, you can choose which one suits your campaign better. However, research by Campaign Monitor found that button-based CTAs increased click-through rates by 127%.
One must remember to not overstuff their email body with too many CTAs. The main aim here is to lead your reader down a specific path. If they are presented with several options, they will get confused and end up down the less desirable path. In most cases, a single CTA is the way to go. Emails with a single CTA have noted 371% more clicks as compared to those with several CTAs. Try to ensure the CTA is clear and specific as to what the person needs to do i.e. the action required from their side. If your CTA is something more specific like scheduling a date and time then you can use third-party applications that help smoothen the process.
Leave no room for misinterpretation when it comes to your CTA, be as concise as possible to move the conversation in the right step ahead.
3.The Opening Line Sets The Tone
The worst thing an email can have is a catchy subject line which then proceeds into a very uninteresting email. After the subject line, the next thing that captures the attention of the reader is the opening line. The opening line needs to be impactful to retain the attention you have just attained. Before you craft the first line of your sales email, you must be clear on how you wish to address the prospect—will you be going for the first name basis or the more formal Mrs/Mr/Miss?
In order to be clear on how to address your prospect, refer back to the customer profile. This will give you a clear indication of how they would like to be approached. When writing the perfect opening line, keep these three fundamentals in mind:
- Establish the context of why you’re reaching out
- Build trust and credibility
- Offer a natural transition into what you’re offering—warm-up to your sales pitch
One of the most common mistakes salespeople make when writing the opening line is making it about themselves and the organization they work for. They fail to mention why they’re reaching out in the first place straight away. We must always assume our prospects are busy individuals so getting right to the point is the best way to go about it. Start your email off with a personalized approach, catering to their needs and preferences. Hone in on the connection you wish to establish through your product or service that will benefit them.
Here are a few examples of opening lines that work:
- “Would you like 10x your sales within 6 months?”
- “I am reaching out because I recently visited your website and found that {explain how your organization can help}”
- “We recently worked with {company name} and helped them achieve {what you helped them achieve}”
4. The Body And Value Proposition
The body of your email must clearly communicate your value proposition. Before you start writing down your pitch, try to first understand what you wish to achieve through the sales outreach email. Try avoiding generic value propositions that are overused by everyone.
A strong sales pitch covers a wide range of elements. Within a few lines, you must establish who you are, what you do and how you’re going to solve their pain points for them through your services. This is where the tricky part of the emails comes in; you need to be able to present your value proposition in such a way that focuses very little on your offer whilst simultaneously shining the spotlight on the addressee. The main objective is to share a tailor-made pitch that is in line with the needs of your prospect.
Your value proposition should include a compelling message that clearly shows prospects why they should pick you over a competitor. Below are 5 key points to include in your value proposition (body of the email):
- State the benefits and features of your products and services
- Explain how these benefits will add value to the prospect
- Identify the prospects pain points
- Plug your product or service to the solution of the problem at hand
- Highlight the key differences between you and your competitors
Pro Tip: Sales emails should ideally consist of 50 to 125 words for maximum efficiency.
5.The Signature
Source: Close
Your email signature provides prospects with valuable information. A sales email signature is often overlooked, and is a mere afterthought but is actually pretty important. It is a tool that should be utilized to further seal the deal. Try to keep your email signature simple and informative, nothing too distracting that takes away from the main content.
The standard email signature has the name of the person, their designation, contact information, and the address of the office. This is overused and quite boring.
Your email signature can be used as an opportunity to further sell your company. Adding in YouTube links, webinar invitations or recordings, press releases, and blogs can help in building credibility as well. Beyond that, email signatures can be designed using graphic designing softwares that make them more aesthetically pleasing. Including your image will help in connecting with the reader.
When Is The Best Time To Send A Sales Outreach Email?
The answer to this question is objective; it is highly dependent on your prospects. There is no one-size-fits-all approach that is universal in nature. The best indication of a definitive answer can be achieved through A/B split testing specific to your situation. Constant testing is recommended to stay on top of things.
Automated sequencing for sales and follow-up emails will increase the likelihood of prospects opening and responding to your emails. A wide variety of software, such as Saleshandy have this feature with daily analytics and reports that will aid in adjusting your campaign as and when needed. Through the use of such software, you can set up email sequences at different days and time intervals with certain variations for each group to maximize the chances of procuring a response.
Although there is no definitive answer about the best time for a sales email; several pieces of research have been conducted in an attempt to reach a universal answer.
One such study was undertaken by HubSpot over the course of 10 months; the data collected was based on over 20 million emails. The study concluded that Tuesday was the best day of the week to send an email with an average open rate of 20%. Second in place were Monday and Wednesday, which recorded an 18% open rate. Similarly, Thursday at 15% and Friday at 8% respectively.
Source: HubSpot
Another study conducted by GetResponse that analyzed some 4 billion emails to 1000 contacts in the first half of 2019 also found Tuesday to be a favorable day. Tuesday was noted as the best day as it recorded the highest open and click-through rate. The study also found that weekends were not great options for sending sales emails for obvious reasons.
Source: Optinmonster
Sales Email Templates
Here are some templates with different contexts that you can use as templates.
#1 Cold Email
Subject
{First Name}, what would you do if you had 5 extra hours?
Body
Hey there, {First Name},
I have a very simple question for you: What would you do if you had 5 extra hours in a week?
Would you perhaps take some much needed ‘me’ time?
I know you are probably wondering that this is impossible given how busy your schedule is.
But I am here to tell you that is indeed possible with [Saleshandy].
By [automating your emails] you can save so much time.
We have helped over [10,000 professionals] maintain their work life balance.
We want this for you too!
Let me know if you are interested.
Best,
{Your Name}
{Link to your website}
{Phone number}
{Additional interesting links}
#2 Mutual Connection
Subject
{First Name}, {Mutual Connection} told me to reach out!
Body
Greetings of the day, {First Name}
I recently had the opportunity to sit down with {Mutual connection name} after a long time. They mentioned how the two of you {how they know each other}. I know {Mutual connection name} through [our undergraduate program].
They explained to me that you are {the problem they are facing}. I understand that these problems can be quite overwhelming.
I am {Your Name}, from {Company name} and we help individuals like yourself with {problem you solve}.
I would love to have a quick chat with you to understand your problem better and come up with a creative solution.
Reply back to this email and let me know.
Best,
{Your Name}
{Contact Information}
{Website}
{Social Media links}
#3 Webinar
Subject
{First Name}, you are invited!
Body
Hey there, {First Name}
Do you want to increase your [sales by 10x by the end of this year?]
Well, if you do, then you have to attend our webinar on [marketing growth hacks].
We have two special keynote speakers, {name of the speakers}.
They have been in the field for over 30 years and have worked for companies such as [Zendesk, HubSpot, MailChimp, and Uber].
This is a golden opportunity!
Register for free over here: {add link}
See you there!
If you have any questions feel free to reach out to me.
Best,
{Your Name}
{Contact Information}
{Links to previous webinars}
#4 Follow-Up
Subject
{First Name}, just checking in!
Body
Hey there {First Name},
I reached out a couple of days ago about {explain why you reached out}.
I was just wondering if you had given it any thought?
I would love to hear from you!
Let’s set up a demo call so you can understand the product better.
You can schedule a demo call here: {add link of calendar}
Looking forward to hearing from you.
Best,
{Your Name}
{Contact Information}
{Website}
{Youtube links to demo}
Conclusion
So there you have it, you have all your bases covered for crafting the perfect sales outreach email. Don’t forget to measure your response rates as it is directly connected to your conversion rates (the open rate is not an indicator of a successful campaign). Additionally, a follow up strategy should also be included as the primary email is not enough. As a rule of thumb, remember that a campaign generally has up to 5 follow-up emails that are evenly spaced out without seeming too pushy.
Using email marketing tools such as Saleshandy, you can automate several processes and get verified analytics. With Saleshandy, you can personalize each and every mass email being sent out. You can receive read notifications in real time. Several different campaigns can be created with unique functionality.
In sum, using the right effective tactics for your sales email you can achieve great results. Using the tips and tricks mentioned above, you can start creating your campaign and expect to meet your goals in no time!