Emailing potential customers to prospect for sales is another way to begin a business relationship. Emails are good tools for making a sales pitch because you have a chance to explain yourself without being cut off or interrupted, but they can also be deleted without a second thought.
Sales emails need to be immediately personal. Email has the potential to seem more removed and automated than a call, so you have to take extra steps to avoid coming across as spam. Any negative connotations with sales emails have come from a lack of personalization in an effort to save time and maximize efficiency. Unfortunately, this often comes at the expense of building genuine relationships.
Building a relationship should be at the core of any sales outreach, and there are several ways to make sure that this informs your sales emails. But just because emails need to be personal, doesn't mean they have to be time-intensive.
You can create a template for reaching out to potential customers that saves time while leaving room for personalization. A successful sales email template has three parts that can be broken down for any company to use:
- Introduction: Explain why you're contacting them. Mention something you saw on their website, a recent announcement they made, or an instance when they interacted with your site.
- Value proposition: Deliver a targeted message about how your company can help the potential customer. Talk about your company's success and your product's value as it specifically relates to them.
- Call to action: Ask a question that starts a conversation, such as asking whether they think your proposed solution would be useful or whether they'd want to discuss a solution further.
Personalization can be used at each step. In the introduction, it's important to show that the reason you're contacting this prospect is specific to that potential customer. In the value proposition, you have to show how you'll directly cause outcomes that their company cares about. In the call to action, you have to ask about something that they'll want to follow-up on.
Once you've created your template, you can personalize each email by doing your own research or using an enrichment tool.
The point of these initial emails is simply to kick off the relationship, get a response, and start the conversation. Then you can get even more personal and specific about how your solution can help this specific individual and their team.
Perspectives on Email Templates for Sales
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