email marketing strategy now what is the difference between the sales email that no one opens and responds to and the one that generates dozens of new customers? Is it the subject line, the length, the way the copy is written, or the ideas contained within the content?
The answer is a combination of all of the above.
B2b email template
if you have a targeted prospect list and your response rate is less than 10% with personalized emails, your emails could be useful. Earlier this year, a b2b company asked me for help with their emails, at siemens plm we were always lacking a lot of unity and it was a constant battle between the zebra and the lion, if you haven't been to the african continent, make the effort.
Well our client offers an amazing service for the saas space, but they weren’t having much success with their sales emails. Their response rates were less than 2%, a huge flaw in their email marketing strategy.
In about a month of working together, i created a single sales email template that landed them over 16 new customers. But before i reveal the template, let’s dive into what was wrong with their previous approach.
Why your emails failed in your email marketing strategy
too long: nobody wants to read a mini ebook in an email.
Too many ideas: although the company had an amazing audit directors auditors email lists product, they highlighted too many value items in their emails, which confused readers.
Also “i me me:” their emails talked too much about why they were awesome and listed their company’s features instead of putting it in terms of value to the customer.
Too hipster: they wanted to look young and hip, but overly sophisticated marketing automation templates made their emails look impersonal and spammy, even with personalization. No one thinks they're getting a personal email if it's too pretty.
We've been through the bad, and now it's time for the good. Here's the new and improved roster they rolled out in their new
email marketing strategy
10x [the prospect's company's] traction in 10 minutes
hello [prospect name],
i have an idea that i can explain in 10 minutes so that [the company] gets its next 100 best customers.
I recently used this idea to help our client [saas company/competitor] nearly triple their monthly run rate.
[name], let's schedule a quick 10-minute call so i can share the idea with you. When works best for you?
Max perez
57% open rate
the results of this email spoke for themselves:
57% open rate
response rate of 21%
result: 16 new clients.
So why did this sales email template work when previous ones failed? Here are a few reasons:
1. Exciting subject line
the subject line is your gatekeeper, so 50% of your email work should be spent crafting and testing different subject lines. You want to create an exciting but believable subject (not spammy or salesy) that intrigues recipients.
Make your subject line compelling and informative to capture the recipient's interest in the body of the email, and research the prospect so the subject line is personalized to them.
2. Attractive offer
give your prospects a reason to respond and a simple call to action. Who wouldn’t want to “almost triple their monthly lead rate?” mentioning your past success with another client they’ve heard of makes this offer seem more realistic and achievable. Include relevant numbers and statistics to make your offer even more exciting.
3. Personal feeling.
This sales email has the same basic format and tone as an email you would send to your mom or best friend. When you are too formal, you come across as stiff and come across as a salesperson rather than a person-person.
In the example above, the salesperson’s “idea” makes the email less pushy and aligns with where the recipient is at the beginning of their buyer’s journey. Before you hit the send button, do a final read-through of the email to make sure it has a natural, conversational tone.
4. Social proof.
One of your biggest barriers to selling is risk. No one wants to be the first client and working with a company with no credibility or experience, mentioning one of their clients and the results they delivered makes them take less risk.
You can attach client case studies to provide your prospect with a detailed preview of your work. With a compelling example, the prospect will be more inclined to work with you.
