How To Write a Sales Email: The Ultimate 6-Step Guide

Despite the rise of social media, email marketing remains a top engagement channel for B2B sales reps and marketing teams. In fact, 50% of B2B marketers give email campaigns the top spot when it comes to most effective outreach methods.

But how can that be? We've probably all seen the stats which put average marketing emails' click through rate at around 3%. With figures that low, why are sales emails still so popular?

Well, here's the catch: that's an average. Email marketers and sales professionals all around the world are throwing out thousands of sales emails (often AI-generated, often using outdated sales email templates) in the hope of eventually snatching one or two interested customers. For them, it's a numbers game - and that's reflected in that average.

But a smaller number of companies do email campaigns completely differently. These companies recognize the importance of a sleek email marketing campaign and know how to write a sales email that prospects can't help but open; one that uses an irresistible subject line, addresses a specific pain point, doesn't trigger spam filters, and establishes a mutual connection. And when it comes to writing sales emails, these companies are getting the rewards.

So if you're a sales rep or marketer looking to stand out in a crowded inbox, engage customers, and skyrocket your response rates, you're in the right place: our step by step guide is your key to writing sales emails that potential customers will actually want to read. Oh, and we've thrown in some sales email examples for good measure.

Why do I need to know how to write a sales email?

That depends. If you're asking why sales emails are so important, the answers very clear: over four billion people use email worldwide - that's almost twice as many as have Facebook or Instagram, and four times as many as use LinkedIn. In short, that makes an email campaign a great way - possibly the best way - to reach your target audience, as well as millions of other potential customers, with relative ease.

But maybe you're asking why you need to learn how to write a sales email. In this day and age, can't I get AI to do it for me? Or use sales email templates?

Well, you sure can, but don't expect impressive response rates. The simple truth is that people can spot low-effort 'zombie' emails a mile away (that's even they even get past the spam folder), and they won't give you a second glance.

That's why learning all the little tricks that make a great sales email, from the subject line at the start to the call to action at the end, is so valuable.

1. Craft a compelling subject line

Always remember that an initial sales email is the 'first touch,' and just like meeting someone in real life, you want to make a great first impression. The subject line is the place to do just that.

The trick is not to overdo it. After all, what do you want your subject line to achieve? No one's ever bought anything after seeing just a subject line - so don't try an oversell! You want your subject line to:

• Be short and clear
• Convey a value proposition
• Address a pain point

Don't:

• Use 'spam' words ('final offer!' 'Sale ends today!' 'Just for you!')
• Use ALL CAPS - you're just shouting
• Use too many emojis - it screams 'unprofessional'
• Use clickbait

Here's an example of a great subject line:

• 'John, Unlock 30% Efficiency Gains with Our Tool – Here’s How'

And here's its not-so-great counterpart:

• 'Amazing product just for you!!'

See the difference?

2. Get started with a strong opening line

Your subject line may have opened the door, but now you need to get invited in. It's time for a perfectly-balanced opening line.

Again, you don't want to be too 'salesy', but you also don't want your sales email to deceive the recipient. To that end, you should state your purpose clearly while addressing a pain point that makes sense. Basically, skip the preamble ('Hi, my name's blah blah blah and I work for [insert company name]...') and cut to the chase.

Here's an example of an effective opening line:

• 'I noticed your company recently attended [event name] and wanted to propose a great solution for your CRM problem'

No trickery, just a forthright opening line that sets out an offer.

3. Don't forget your value proposition

Sales emails that see a high response rate clearly convey how their solutions address the prospect's pain points. But you can't just write sales emails that say 'we'll help you increase sales'.

You need to focus on the main advantages specific to that prospect (or prospect's company) and give relevant examples. For example:

• 'After three months on our program, [company name] saw:
• 30% efficiency increase
• Operational costs cut by 15%
• Seamless system integration

Breaking down your offer like this is great for email engagement, as even if recipients don't 'read' your sales email, bullet points and numbers will still catch their eye.

4. Include social proof

Testimonials and case studies go a long way when it comes to creating a successful email marketing campaign (or any kind of marketing strategy, for that matter). In fact, research suggest that testimonials can boost conversion rates by around 34%!

So what do we mean by social proof? You can't simply drop a company name or a list of loyal customers; you have to convey, with carefully-selected customer data (within privacy laws), exactly how your product or service helped your existing customers.

And remember: digestible statistics are your best friend when it comes to sales emails and email campaigns.

5. Create a powerful call to action (CTA)

Why are your sales reps going through all this effort to make killer email marketing campaigns? To make sales! But sales don't come immediately. Think of sales emails as a foot in the door - now you need to move the conversation forward.

Basically, you need to tell your prospect what you want them to do next. Perhaps that's getting further contact info to arrange a quick call, perhaps that's visiting your website, perhaps you're offering them to sign up for some helpful resources. Either way, a clear call to action, just like a great subject line, is an essential component to any sales email.

6. Use sales email templates to optimize your layout

This part is often overlooked by sales email 'how-tos', but it's just as important as our other steps. Go and take a look at sales email examples and sales email templates. What do you notice?

Successful sales emails have a 'flow'. They guide the reader from the subject line to the CTA without hinderance. And though sales email examples may have different graphics and color schemes, there're some things almost all email templates have in common:

• Concise text
• Short paragraphs and bullet points
• Plenty of white space

Note, too, that up to 78% of sales emails are opened on mobile devices. So don't neglect to optimize your sales email templates for both desktops and mobile phones.

Boost your response rate with a killer email campaign

These six steps are essential for making an email marketing strategy that gets results, will create brand awareness, and in turn streamlines your sales process. You shouldn't necessarily think of sales emails as promotional email, but as the start of a conversation, like a quick call to a friend. Having said that, in order to incite action, your sales email should follow some simple steps.

Firstly, you need a sales email subject line that creates interest without turning people off - don't forget to try different subject lines with A/B testing for best results. A strong opening line is just as important as the subject line, and guides the reader to a strong value proposition which addresses a pain point and is backed by social proof. Your sales email should end with an enticing CTA which offers email clients something valuable. And lastly, don't neglect layout; visuals can make or break your email campaign.

Cutting through the noise with sales emails can be tough, so why not see what a professional B2B lead generation service can do for you? In Leadium's decade of experience it's helped hundreds of companies reach their target market and boost their sales with perfectly crafted, 100% personalized sales emails. Get in touch today to find out more!

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