Did you know that during the time you spent checking your job e-mail in last year, someone climbed Mount Everest - twice? An average working person uses half the day (!) to check the inbox. Therefore, we kindly ask you not to be the sales rep who send emails just to send something: Here are five tips for writing pitch mails that are actually opened - and well received - by the recipients.
According to FrontApp, you can read the Harry Potter series, book cover for book cover, 18 times at the time the average person checks his/her inbox. Or you can travel the earth about 21 times in a Boeing.
A survey conducted by TOPO shows that only 24% of all sales emails are actually opened - and even fewer are answered. So how should you write the perfect pitch email to get more answers - and more closed deals?
Start by answering these questions:
- Why am I sending this email?
- Why should the recipient care?
- If I make them care, what do I want them to do?
How to write a good pitchmail
1. Make it personal and relevant - it should be about the recipient, not about you
Generic emails that are clearly a copy that you have sent to many recipients will never give you any particular response. Therefore ask yourself this question: Would I have responded to an inpersonal pitchmail from a salesman I do not know very well, who advises me to read content I have not shown any interest in?
We guess your answer is no. So how do you go about making it personal and relevant?
- Search your prospect and company. Read up and understand them..
- Look for news, blog posts and contacts or groups you have in common.
- Use the CRM system to see what the prospect has shown interest in on your company website.
Once you've found something useful - use it in your email. Make sure it is about the prospect's business. A dry presentation of yourself or your business is completely irrelevant to the prospect in this phase of their (hardly any existing) relationship.
Here are three examples of how you can proceed:
I noticed that we share the same interest and marketing in (relevant group on LinkedIn). Did you see what was shared last week about lead generation? What would you say is the biggest challenge in lead generation?
(Joint contact) mentioned that the delivery we have to (the common company) might be interesting for your company as well. What is your focus this year on your IT environment?
I saw you launching a new service. It seems very exciting! If you want to grow within that area - and that fast - how do you think about the way you are going to do it?
Once you have written the email, use the "So What?" Test on it. If a prospect reads the email from you and thinks "So what?", You have lost the deal. Each email you send must either offer something of specific value to the prospect, or talk to them at an emotional level
Also read: All you need to know about inbound sales
2. The subject line - more important than the content of the email?
Sales reps spend a lot of time on the content of their emails, perhaps especially on the subject line.
This is in itself a good thing, since statistics show that 35% of recipients open e-mails solely based on the subject line and that e-mails that include the first name of the recipient in the subject line have a higher opening rate than those that do not include names.
If the subject field is bad, the chance that your prospects will open the email and read the content is very small. Therefore, the same rule applies as in the point above also: Keep the subject field relevant, personal and make sure it speaks to each person.
Say something about why you contact the person already in the subject field. For example:(common contact) advised me to contact you
- Regarding their new service for (business name)
- I read your blog post about (headline) and would ask…
- Congratulations on your new role, Johan!
And even more: Here is an extra tip to increase the click rate for your emails:
3.Keep it short and sweet
Your prospects have as little time as you do, so keep the email simple, relevant and straightforward. Make sure the recipient does not have to scroll down to see the entire email (then it is probably too long). Send the email to yourself and have a look at what it looks like.
Ask yourself: Did I consider this email interesting enough to answer? Also don't forget to check that the email looks good on mobile. 35% of stakeholders in companies check the email on their mobile.
Think about: What is the purpose of your email?
Sales reps may often think of their pitch mails and envision a deal at the other end - and that's right to do it this way - but first of all, you need to set a goal for your email.
Ask yourself why you are sending this email. What expectations do you have for what should happen? We recommend setting specific, specific goals such as: "get an answer" or "book a meeting". This is also much easier to measure and report on in retrospect.
You will probably not close a deal only by email - no matter how good it may be, but that doesn't mean you can't link, create trust, and deliver valuable information through this form of communication.
Statistics show that 86% of stakeholders in companies prefer to use email when talking deals, and sales emails can produce six times more revenue than other types of emails.
So set clear goals, and take action to achieve these goals. For example, if your goal is simply get an email reply, follow these tips:
If you do not get an answer to the e-mail at all - or do not get an answer soon enough - you can record the phone and follow up. If the person does not respond to a phone or does not make contact after calling, the person is simply not interested - and you should therefore leave him or her alone.
A tip: If you've got an answer, pick up the phone and take your relationship to the next level. Don't reply back via email, but rather start building the relationship with something more sustainable.
Take it to the next level
Sharing information is great and you will be very relevant to these types of emails. Just make sure you don't end up in the "Friend Zone", where your prospects get advice from you without anything really happening.
Remember that you are going to sell to them, and if the period of value creation via email gets too long, it can make the prospect believe you are just friends and that you are not "girlfriends".
When you get an answer, be clear about what your purpose is. Avoid booking lunch if you are really looking for a full evening with dinner and cinema. If your prospect is not ready for it, then he will tell you this - if you are honest about your purpose.
Therefore, put your intention early and clear on the table. It builds trust and removes a potential "let's just be friends" discussion. Ultimately, some summarizing, important key factors for writing a good pitchmail:
- Always have a purpose when sending pitchmail.
- Know your prospects.
- Reach your prospects at an emotional level.
- Do research before contacting a new prospect.
- Start your pitch emails with something about them - not about you.
- Use a "So what?" Test on your pitch email.
- Quit your emails with a question and have a clear goal for what is going to happen.
Get started, take over the world and increase sales in your business - one relevant email at a time. Do you want to get more good sales tips so you can work more efficiently and structured? We've talked to nine sales experts to get their best tips to close more deals.