I said it before and I’ll say it again: Phone calls are the best way to get in touch and keep in touch with prospects. But emails do have their place, even if it is next to the box of kitty litter.

Emails are a dime a dozen. Virtually any person you talk to will tell you they get too many of them, their inbox is full to bursting, and they’ve just learned to ignore the fray. If that’s the case, you bet your ass it’s going to be an uphill battle to get a prospect’s attention via the digital dog pile.

There’s an upside to that truth, however. You could, for example, probably get away with emailing more frequently than you think. If emailing once a week seems like pestering to you, you must be quite vain. Did it ever occur to you it hasn’t even been read? Yeah, you should always assume so.

With this in mind, you now have carte blanche to send more than one email a week (and Spiro’s sales automation CRM will help remind you to do so). Permission granted. But you still have to make each email count.

Don’t Say ‘I’m Just Catching Up’

Don’t bullshit. Get to the point and say what you want. Let’s talk about the proposal, etc. Why couch it with language that deflects from the purpose? You don’t have time and neither do they. Trust me, your busy prospect will appreciate your respect for their time.

Don’t Be Lazy About Your Subject Line

We use email at Spiro to get feedback from legendary sales guys who’ve downloaded our beta app. We ask them to fill out a form – a lot of times they don’t do a great job or don’t do it at all. We’ve used a lot of different techniques to get people to fill out the form, I can tell you. And the one that worked the best was as simple as could be: a change in subject line.

We’ve found that response rates for using different words or phrases can be dramatically different. We sent out an email with the subject line “don’t go breaking my heart.” Our response rate was through the roof – at around 22 percent! When writing emails, avoid using uninteresting or vague email subjects.

Don’t Say ‘Hope This Finds You Well’

Why wouldn’t they be well? It’s a meaningless cliche, a filler. You should be as succinct and to the point as possible. If you give the reader the ability to opt out because it’s not immediately grabbing them, you’re doing yourself a disservice. Any introductory blather makes your emails less effective.

Use these tips to help you craft an email that can’t be ignored (more than 10 times). Email might be inferior to phone calls, but when it is necessary or appropriate to send an email, be sure to make it count! What are some email tactics you’ve found effective? Let us know below.

Photo courtesy of www.clkr.com

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About the Author Adam Honig

Adam is the co-founder and CEO of Spiro Technologies. He is a natural sales leader with a mission to help salespeople make more money using artificial intelligence — or any sort of intelligence for that matter. Adam has been a founder of four companies which resulted in two triumphant IPOs and two legendary mergers. He is best known for speaking at various conferences including Dreamforce, for pioneering the ‘No Jerks’ hiring model, and for flying his drone while traveling the world.

6 Comments

  • Andrew says:

    I work in Institutional equity sales and most of my clients will only do business or have contact through emails. They even will deduct from our payment if we call, unless time is of the essence. I found this article to be very helpful. I deal with clients who receive 200-1000 emails per day, so I need to stand out.

  • Erik Mensch says:

    I only send emails as a last resort if I can’t get the prospect to give me time on the phone, usually after three attempts When I send emails, I want to make them count. What other subject lines have others found to be effective?

  • Adam Gale says:

    Oh Come on!! How do I get their contact no. without sending them an email?

    • Adam Honig says:

      Hi Adam,

      Well… perhaps we should do a whole blog post on that topic. Here are some ideas:

      a) call the switchboard of the company they work for and ask for them; you can also ask the switchboard for their mobile number.
      b) Google for it — you’ll be amazed what you find that way:

      https://spiro.ai/wp-content/uploads/2016/09/Adam-Gales-phone-number.png

      (I blocked out part of the number.)

      c) Use a service like ZoomInfo — they have a great Chrome Plugin to help with exactly that.

      Hope that helps!

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