5 Tips for Writing Effective Sales Emails to Potential Customers

by Sean Ross

2 min read

Independent contractors often look for clients through email marketing. Here are five actionable tips that can transform your sales emails.

1. A/B Test Your Emails

The best email marketers know how to test their sales material to find the most effective pitches. This is known as A/B testing. The idea is to isolate which elements of your sales emails work best. Some emailing software, such as MailChimp, make it very easy to set up A/B testing. If you don’t have those resources, send your emails out in batches with different characteristics. If you have 200 emails to send, try sending 100 emails using one subject line and 100 emails using another. Try to track the one that gives you the most responses. Be careful not to test too many variables at once or you risk not knowing which results correlate with any given change. You can try testing subject lines one month, body texts another, and pictures the next.

2. Avoid Looking Too Salesy or Desperate

It’s probably a bad idea to make your recipients feel like they’re being sold something or your success/failure depends on their response. According to HubSpot, a leading marketing and sales platform, you should avoid certain words or phrases that make you seem too promotional.

3. Don’t Be Afraid to Be Different

While it’s a good idea to learn the “best practices” of email marketing, the truth is the internet is full of email marketers. Some of them email thousands of people every single day. Your challenge is to stand out from the pack. To come up with ideas, try digging deeper into your work and unique characteristics or experiences. Write down some of your better attributes or how those attributes benefit your potential customers. This can help make your “hook” unique. Another tip is to look for deep insights into your competition and the psychology of your market. This can take some work on the research side of things, but it might be exactly what it takes to separate yourself from the lazy or shallow email marketers out there.

4. Keep It Short and Use Action Language

Very few people have the patience to read large blocks of text in an email, especially from someone they may have never heard from before. Chances are they also won’t be eager to parse through flowery or vague language. Instead, you want the reader to feel unthreatened by the size of your email or the clarity of your content. Try making your tone vibrant and direct by using active voice. Get directly to the point, and let the reader how to proceed if he or she is interested.

5. Lead With the Benefit: Use the Inverted Pyramid

If you’re a freelancer or have a contract-based service, there are probably plenty of potential clients out there who could benefit from your services. When you email those potential clients, make sure they know about those benefits right away. Lead with the benefits of working with you. The writing industry refers to this as “the inverted pyramid,” which means revealing the most important stuff first to hook the readers. Once they like the benefit, then they can get the details. It takes time to master great content marketing, particularly in email form, but with a little empathy, testing, and strategic content, you can write great emails that prospects love to read.

References & Resources

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