Six tips on putting together prospecting emails that get read

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In a previous blog post, I wrote about how to get a response for your marketing emails. Emails are easy to ignore or delete, and that will happen if you don’t grab the person’s attention. Your goal is to get your email read, and get the reader to respond.

Follow these tips to increase your chances of having your emails read and responded to:

  1. Prepare your email. This step is often ignored. Too little time is spent on research. Spend 5-10 minutes to get some basic information to write your email. Do a quick search on your prospect – read their blog, check out their website, visit their LinkedIn / About Us page, etc. What do they care about? What are their recent social media updates? Determine how you are connected – you can use a mutual contact to develop credibility. Find a trigger event to influence your introduction. All this information will help you to personalize your email, which is key to getting a response.
  2. Write a subject line with the goal of getting a response. The subject line is the first thing the reader will see, so it should focus on your research. Use the context of you research for creating your subject line. For example: <NAME>, I have a quick question for you; <Mutual connection’s name> said that we should connect; Ideas for <important topic>; I have a question for you about <goal>.
  3. Write a powerful opening line. Start by saying something about THEM, not YOU. For example: <NAME>, I noticed you… / … congratulations on; <Mutual connection’s name> mentioned that…; <NAME>, I read your post on…
  4. Use the body copy to relay your value by connecting you to the reader. Avoid any generic value propositions. Ask a question that aligns your research with the prospect’s goals. For example: Do you have any questions about <topic>? Are you alone on this? Has it always been this way? What would you do if you were me?
  5. Always end with a call to action. Tell the reader what you want them to do – call, email, visit your website, download something, etc.
  6. Include a signature. Keep it short, plain black and white text. Add your contact information and a link to your online profile.

Remember that you want the prospecting email to be opened and read, and get a response. Don’t waste your time or theirs by sending hundreds of emails that are all the same. Focus on your prospect, and speak to them. You’ll get a much better response in the end.

Do you need help with writing your emails? Let me know –

David Gargaro

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