How to Create Effective Sales Emails

From Spam to Gold in Just 4 Sentences

“Man I really love receiving lengthy, non personalized, bulleted sales emails!”

… said no one ever.

If you’re like a lot of the world, you’re quick to hit the “Report Spam” button as soon as that first bold and italicized Call To Action pops out at you. It’s the classic sign of a mass email, usually from a purchased email list, and the person on the other end knows nothing about you.

Below is an example of exactly that, which I received yesterday. I have removed some of the text to protect the guilty. ;)


Hi,
Are you looking for the right source to get OPT-IN ( permission based ) email lists for your company?
Our Services Includes: Opt-In email lists, Tele-Marketing Lists (DNC Scrubbed), Direct Mail Lists for Businesses, Data Appending and Email Appending.
Title Specific Lists: C-level, All Key decision makers, HR Executives, Marketing Executives, IT Executives, Finance Executives, Healthcare Executives, etc
Industry Specific Lists: Healthcare, Chemical, Retail, Software/Hardware, Construction, Oil and Gas, Hospitality, Food and Beverage, Transportation, Automotive, Telecom, Finance/Banking, Publishing, Media, Manufacturing, Education, Wholesalers, Distributors, etc
Profession Based Lists: Doctors, Physicians, Nurse, Attorneys, Lawyers, Accountants, etc
Technology/Software Lists: Oracle, SAP, Microsoft, IBM, Peoplesoft, Salesforce, JD Edwards, Citrix, Intel, etc
Please fill in your requirement below and we will revert back to you with details of the number of email contacts we can provide you along with a complementary sample and an economic quote.
Target Industry : ____________________________
Target Geography : ____________________________
Target Job Title : ____________________________
Looking forward to your response.
Best Regards,


Needless to say, I had my mouse on the Spam flag, but decided to keep this one around to help show you how to send effective sales emails in just 4 sentences:

Sentence 1: Make your introduction human.

Yes, this means use the person’s first name (I’m looking at you random spammy salesperson above), as well as their company name. Note the fact that you’re reaching out to them specifically – not just a mass list of faceless companies.

Sentence 2: Briefly explain what you do.

Tell them what you do in 1 sentence. “My company _________.” Think of this sentence as your company’s elevator pitch, but even shorter (and not nearly as awkward).

Sentence 3: Personalize by tying your pitch into what they do.

WIIFM. “What’s in it for me?” There is a reason you reached out to this person and this company specifically. Your next sentence should paint the picture for them, and allows them to decide whether or not they should give a shit.

“I think our _______ could be a great tool/fit/resource/etc. for your _______ users”.

Sentence 4: Ask for a next step.

Don’t leave the reader wondering what to do next. Do I reply? Do I click a link? Do I hit the Spam button? Make your last sentence an easy call to action that is very clear.

“Do you have 10-15 minutes for a quick demo sometime next week?”


End your email by thanking them and get the hell out of there.

In today’s sales environment you need to stand out from the rest, and you need to stand out quickly and concisely. Human connections don’t start with a mass email. They start with a genuine introduction of 2 people and 2 companies. Now go introduce yourself.


**Bonus: Below is an example of the turning the above spammy email into an effective sales email. Granted, we at FullContact don’t purchase lists so their email would be in vain anyway…but you get the point.

Hi Adam,

I hope this email finds you and rest of the FullContact team well. I am with No Spam Inc., and we provide technology sales teams with SAAS prospect lists, with titles/positions including VPs of Product and Product Managers.

Given the technical nature of your APIs, I thought our lists could be a great resource for your sales team’s efforts. I’d love to introduce myself and our product if you have a few minutes for a quick chat sometime next week? Thank you and talk to you soon.

Friendly McFrienderson


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