How to Write Great Sales Emails to Your Customers
When it comes to communication, what you say and how you say it really matters. In the case of sales emails, this couldn’t be more accurate. With your customers, it’s all about making the right impression. A traditional salesman in a physical store has his non-verbal cues and other elements to help him succeed. When you are selling through email, your words are all you’ve got and you must use them wisely for success.
You have to take a professional approach and put yourself in the position of your customers to see what works and what doesn’t. If you wouldn’t buy what you’re selling, why should anyone else? By thinking as the salesman AND the customer, you’ll set yourself up for top-rate emails every single time. Here are some other strategies to think about:
- Be friendly, yet professional. People like people they can relate to. If you sound like someone who knows what they’re talking about, but can do it in a way that comes across as friendly and suggestive rather than forceful and sales-oriented, you’ll get a lot more interest from your customers.
- Get to know your audience. You can’t reach out to these people unless you understand who they are and why they want your product or service. It’s your job to answer the following questions in getting to know the customers that you’re emailing:
-Who is interested in my product/service?
-What is their age range?
-What motivates these people to buy from me?
-What are their buying controls (price, necessity, quality, etc.)?
- Know your product and how it serves as the solution to the customers’ problem. If you premise your email by addressing the problem and then follow up by offering your solution, you’ll make an easy sale without having to be too forceful or getting off track.
- Know why you’re trustworthy. Demonstrate why you’re an expert in your product or service area and explain to them that they can count on you for anything that they need related to your business.
It’s a little bit of work to prepare yourself for writing great sales emails, and it’s not something that will happen overnight in most cases. However, if you do a little preparation and research, you’ll find that the words flow easier and you can get your point across faster. Now, let’s get down to the actual bones of the email itself.
The Headline: This is the most critical part of your sales emails. This is what people see first and what prompts them to determine whether they’ll read the email, save it for later, or simply discard it. Make yours count, always.
The Greeting: Make sure that you personalize your emails. People like being addressed by name, if and when it’s possible. If you don’t have the means to do so, at least choose an informal greeting that lets people know you’re coming from a friendly place and not being overly professional. “Dear Sir or Ma’am” and the like have no place in your sales emails.
The Lead Paragraph: This is where you have to reel them in. Make sure that you concisely sum up your sales goals here, but in a directed way. That means you should be using “you” more than “I”, “we”, “ours”, or the like. People want to know how you’re going to help them, not just how great you are or what you sell.
The Body: Sales emails need to be short, attention-grabbing, and interesting. Use bullet points and get your message across early. A lot of people will scan for important points or only read the first paragraph so you have to catch them quick.
The Closer: Close your emails with a strong call to action, and preferably one that piques their curiosity so they’ll be drawn in.
Writing good sales emails is all about making a point quickly and drawing people in. As long as you keep these things in mind, you’ll find sales emails to be a lot more effective for your business and pleasantly painless to write.