How to write an email to a potential buyer? Better yet,what is the best way to write an email to a potential buyer?
After you have captured the emails of potential buyers, now you are staring at your computer screen, trying to figure out how you’d write an email to send to them. You might think this should be easy; after all, you write emails from time to time. But writing a marketing email is a total beast altogether.
You may want to follow the sales email pattern of the big boys and create a decent-looking layout that showcases your product or service. However, this could be a mistake. Before you sit down to write an email down to a potential buyer, read this article first.
On average, a person requires up to 5 online interactions with a brand before they can become buyers. Usually, 2 or 3 interactions aren’t enough to get you the sale. But where you need to start from is to reach them with a high-quality introduction or educational email to get their attention and connect with them in a meaningful way. If you have ever asked yourself the age-old question What to do instead of cold calling keep reading.
When you are sending a prospective buyer an email about the information they have requested or have shown interest in, educational or introduction emails are great for this. They help to generate pipeline and closing sales.
Educational emails are like informational or promotional emails that help to build up trust and make buyers more familiar with you, which increases the chance they’ll buy what you are offering.
When it comes to educational emails, you don’t need to spend so much time on describing yourself or what you do. This does not help the prospect and can quickly turn your emails into chunks of useless text.
Instead, try to write things that mostly add value to your reader. While it is important that readers know who you are, they are actually readers because they are asking themselves, “what’s in this for me?”. It is vital that you are answering this question in your first email.
Tips on writing a world-class educational or Introduction email
⦁ Keep It Short: Your whole value proposition should be conveyed with 5-6 sentences.
⦁ Focus on Your Prospects: Complement them in your first line and make sure you keep it honest.
⦁ Offer Value That Can’t Be Refused: Sell the best benefits of your product or service.
⦁ Add a Call to Action: End your emails with a CTA that they can answer to, or leads to a signup.
How To Structure a Sales Email
An effective sales email has five essential elements, which are the subject line, the opening line, the body, call-to-action, and the signature. Each of these must be thoughtfully constructed around capturing and retaining your prospect’s interest as they move through the different sections of your sales email.
1. Subject line
We’ve all encountered a lousy subject line before. This includes subjects with spelling mistakes that give off the vibe that you don’t attend to details and phrases that mislead or grab readers’ attention and trick them into opening the email. The subject line is probably the most essential part of a sales email that converts.
When writing your subject line, endeavor to write like a real person. Nothing gets an email rejected faster than glaring errors like brackets with visible field labels, extra spacing, or the wrong name or misspelled name in a subject line, which all show lack of care. If you keep things simple, there won’t be a mistake you are likely to make.
If the subject line of your email sounds like a fancy newsletter-styled message loaded with marketing lingo, it might be the first thing your prospects archive as they look through their inbox. Moreover, this could land you in the Gmail promotions tab, or worse, spam folder.
2. Opening lines
The next part of your email is your opening line. If you have formal prospects, then they might like a Mr. or Mrs. as a good opening note. However, if they are not so formal, they might respond better to a Hi, Hey, or Hello. But you should be sure of this before hitting the send button.
Nothing can be annoying as getting an email with a great subject line only to be disappointed with its opening lines. A strong email opening line should help to achieve the following things.
⦁ Establish why you are reaching out.
⦁ Help to build trust and credibility.
⦁ Help to transition smoothly into your sales pitch.
3. The body of the email to deliver your pitch
Before you start writing your pitch, you have to think deeply about what your sales email needs to accomplish. It’s only when you are clear on this, that you can structure a sales email pitch that reaches these means.
Some of the things you’d want to be sure about your email are if it will immediately encourage a click-through and lead to a sale right away, or captures interest and encourage prospects to book a call or to get them to sign up for a trial of your product.
Having wrapped up your opening line, your pitch should build on the context already set, which is to set the stage for actualizing your sales email goal before the next step of a clear and defined call-to-action seals the deal.
4. Closing statement and call-to-action
At this point, your email can be deemed to be successful if it ends with a simple and direct call-to-action that sounds clear to your prospects to take action and how to take action.
If you have already have a rapport with your prospects, it is your job to guide them through the sales funnel journey to becoming customers. If you’ve done everything right up to this point, then your CTA will determine whether prospects will respond to your mail or send it to the trash.
Introducing A Product Via Email
Having created your new product, you are excited about sharing it out, but one question you are thinking of is, “Will it sell?” Email provides a great way to introduce your product and get it in the hands of buyers fast. Introducing a product using sales emails happen long before the products become available. If well planned and executed, your promo emails will reach the right audience, just at the right time. Here are a few top tips you need to know and do to introduce your new product to the market using emails.
1. Include time for preparation
To get the maximum benefits of your email marketing campaign, make plans to promote before the official launch. You can start with a promo campaign that teases and makes contacts familiar with your upcoming product. This will explain in detail what you are offering, what problems the product will solve, and any other benefits users can derive from using the product.
If this is well done, most loyal customers will be watching and waiting for the big news of the launch. Consider launching at dates when your audience will be most active and engaged. Introduce your new product around particular holidays like Christmas, valentine’s day, thanksgiving and so on.
2. Present the new product from all angles
Is your product versatile and has several uses? You can create an email series that targets each specific use and presents unique features and benefits that match their needs and expectations. When doing this, make the message short and simple. This will make the email very comprehensible, and more people will read and remember it. Each message must be directed to a particular group of recipients.
3. Prepare special subscriber-only offers
If you execute your email marketing strategy carefully, you can create a long-lasting relationship built on trust. If people trust your brand and like what you offer always, your email list joins an elite club.
Send subscribers unique offers that are unavailable anywhere else to show you care. You could offer them a special freebie for every purchase of your product they make through your email link or gift them a promo code for discounts on your product.
How To Write a Good Sales Email
A good sales email is an email that prospects will read right away. This kind of email ensures you meet sales goals quickly. However, writing a good sales email that cuts it can be difficult. This of the things you need to do to write a good sales email.
1. Focus on the subject line and first sentence.
Too many salespeople place to focus on the email message body because they believe it carries the meat of their message. They quickly add on subject lines that have not been well thought. I don’t think that’s the ideal way to go about things.
An effective sales email must carry a captivating subject line and first sentences. Most prospect scan through emails on their mobile devices or through a program that previews email messages by subject line. If your subject line provides compelling value, is simple and straight to the point, there is a high chance it will get opened as soon as you send it.
2. Research and personalize.
Although you don’t have to research for every email you send, you should do enough to show recipients you understand their frustrations and can help them. Social media and search engines provide ways of finding out the prospect’s interests, recent projects, or other information that can speak directly to them and increase chances of conversion.
In the same vein, personalize emails by using the first names of prospects when greeting. Use different boilerplate’s for everyone. If you give your prospects an inkling that you copied and pasted the same email to multiple recipients, they will not take you seriously.
3. Keep your message as short as possible.
Sales emails do not require too much content. Your goal is to educate not to over inform and bore them. Your sales email seeks to elicit a response. That’s the priority of your campaign. Moreover, prospects are not looking for long paragraphs to read, so if your message is too long, they’ll never respond and move on — this not a newsletter. I strongly recommend you read the article What is the purpose of a newsletter. This way, you have a full understanding of the little differences between the too.