You will never make the sale if no one reads your email.
An email is often the first touchpoint for reaching marketers looking to promote their brands - but like most of us, prospects receive over 200 emails a day.
So how do you standout in a chaotic, overflowing inbox to get clicks and secure meetings?
Below are 5 email hacks to create an effective sales email - one that someone actually wants to read.
1. Time It Right
Experiment with time of day. Tuesdays through Thursdays are statistically the best days to send emails.
There's also something to be said about the famous phrase, "The early bird gets the worm." Early-morning emails from 6-8 a.m. garners more clicks, because it's the first thing marketing decision-makers see.
Emails sent in the evening, between 7-8 p.m., also have a high success rate.
Knowing your prospect's schedule and experimenting with send times will help you connect at the right time.
2. Don't Neglect the Subject Line
The subject line is one of the biggest factors in how marketers prioritize their email. Be clear, to the point and catch the eye.
One best practice is to think of your subject line as a 61-70 character text message.
What key points would you give someone quickly via text.
Adding numbers to the subject line can increase your open rates.
For example, "Five Ways to Increase Your Brand’s Reach" will likely garner more opens than simply "Increase Your Brand’s Reach."
Try letting your personality come through in your subject lines, too (i.e. "I swear I'm not a stalker...").
3.Lead with the Answer
Marketers are extremely busy. Make emails easy for them to read. Limit them to two paragraphs with each no more than four lines.
Your prospects juggle many projects and receive hundreds of emails a day.
To ensure your email gets read, lead with the marketer’s main point or solution in the first sentence.
Don't bury the lead in the middle of the email. If you have a lot to say, use bullet points.
4. Make It Actionable & Provide a Deadline
Include a clear call-to-action or response deadline to nudge your prospect into motion. If you're trying to schedule a call, be sure to suggest one or two times.
Don't give too many options as you might appear desperate. Prospects will wonder why they should meet with you if no one else appears to be doing so.
Lead with a reason for them to participate.
Is there editorial content that strongly relates to their brand, or will there be additional sponsorship opportunities at an event, so they will get more bang for their buck?
For instance, don't forget to give marketers a deadline to purchase ad space. They have a lot going on, and deadlines will help them to prioritize.
5. Follow up with a Phone Call
Always follow up within a day with a personalized phone call.
Too often, we fall into a rut of email communication. Although email is a valuable tool, picking up the phone will build a stronger relationship and will help get you an answer faster.
All too often, what takes days to discuss in an email can be resolved with a 10-minute conversation.
However, before you call, have something compelling to say to your prospects. Demonstrate that you know their products, target market, advertising mix and goals.
When communicating with a prospect or an existing advertiser, a good rule of thumb is to give information in order to get information.
Provide insights that help make them smarter about their brand or industry. Become a trusted resource before you ever ask them to buy from you.