You’ve hit, “Send,” on that prospecting email. That does not guarantee that your prospect will read it or respond. Read on to discover…
- Prospecting emails vs. marketing emails. There is a big difference between marketing emails and prospecting emails. Marketing emails are emails that are sent out to an email list, that is, one communication going to many contacts. Prospecting emails are sent out individually, one communication from a human being going to another individual human being. Make sure that your prospecting email sounds like you wrote it and not like it was written by your marketing department.
- Be clear. The rule, in a cold call and in a cold email is that you must be crystal clear. If your prospect does not understand what you are talking about, that prospect will simply delete your email. On the phone, your prospect will say, “I’m not interested” and hang up.
- Craft your message. It is far too easy to type something quickly and then hit ‘send.’ Take time to craft your email and focus it on how you help your clients, challenges you resolve for clients and/or outcomes you’re able to achieve for clients. You won’t be able to get that email back for a rewrite so take the time upfront to make sure that you’re communicating exactly what you want to be communicating.
- Keep your email short and to-the-point. The goal is not to tell your prospect every last detail about your offering. Your goal instead is to get the prospect to respond so that you can begin a conversation. In addition, remember that your prospect may be reading your email on their phone. If it is too long, they will simply delete.
- Don’t send them stuff. No attachments. Do not send your prospect your new marketing brochure or anything else. Do not send them multiple links to check things out on your website. Be succinct.
While these rules will not guarantee a response from a prospect, following these rules will increase the possibility that your prospect will see you as someone who is credible with something interesting to say and thus, they will be more likely to respond.
