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What Is Spam? Not Your Email Sales Pitch.

Author: Katie Truesdell Date: April 25, 2014

Keep your emails out of trash bins. Here’s how.

In the eyes of your potential customers, there should be a difference between spam and your sales-pitch email.

A successful email sales pitch is…

Compelling.

Grab a potential customer’s attention right away with your subject line and opening, says Michael Chasin, cofounder of LawKick, a lawyer-client matching service in Los Angeles. Depending on your business and clientele, this could be a powerful statistic, an intriguing statement or an urgent need.

Concise.

Potential customers shouldn’t feel like they’re settling in to read Moby Dick when they open your email. Aim for a 30-second reading time, says Atlanta-based David Bakke, writer for NFIB member organization Money Crashers, which typically means about 100 words. Bakke makes space by eliminating industry buzzwords, limiting company information, backing off the hard sell and focusing on customer benefits.

Targeted.

Your pitch should be targeted toward a call to action (CTA), says Jonathan Herrick, chief sales officer and CMO of Hatchbuck in St. Louis, which offers marketing and small business customer-relationship management software solutions.

Potential CTAs could be visiting your website, downloading resources or contacting a sales representative. To determine your CTAs, keep in mind where a prospect is in the sales funnel—awareness, interest, consideration or purchase evaluation—and deliver content accordingly, says Herrick, who offers these ideas for appropriate material at each stage:

·      Awareness: Fun social media posts, viral blog/video content, interesting infographics

·      Interest: How-to articles, thought leadership pieces, newsletters

·      Consideration: Product or service-specific content, such as industry reports, in-depth articles, customer case studies

·      Evaluation: Online reviews, ratings, feature comparisons

Customized.

Individually tailored emails get the best results. Try simple side notes like: “I see you’re from L.A.—I actually grew up in Hollywood! Small world.” This establishes a connection and trust factor that can’t be gained by a generic email, Chasin says.

Error-free.

“Your written messages must reflect the level of professionalism people can expect to find in all other areas of your business,” says Nora Firestone, founder of Step-by-Step Presentations in Virginia Beach, Va. Have someone else do a final proofread to catch any errors or inconsistencies, including typos, incorrect grammar or punctuation, random and unnecessary capitalization, and broken hyperlinks.

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