All digital sellers know the importance of the sales email. It’s one of the best way to establish a relationship with your leads, allowing them to be updated on what’s going on with your business and field while also inviting them into interaction with your brand. But for any of this to have an effect your lead has to actually read it, and that’s not as simple as it seems.
You see, leads are flooded by emails from digital sellers on a daily basis, to the point where they’ve become numb to the majority of them, regardless of the content. Below are some of the most common mistakes digital sellers make in their emails that relegate their hard work into the spam folder. Take a moment to revisit your last selling email and make sure you haven’t fallen into any of these traps.
You’re sending nothing but a link
There is a lazy temptation in some digital sellers to use the email as a means of bringing the lead to their website or relevant source of knowledge by allowing the link to sell itself. This manifests in hastily put together emails with little information besides a link. While the seller may be providing a very interesting or useful link, the first impression a seller will get is that this link is a virus, and your brand will be associated with that perception. Take the time to craft an email that at the very least explains the purpose of your link, but make sure to use it as an opportunity to harvest your relationship with your lead. Even if your email isn’t viewed as a virus, it still puts your lead off to know they’re on the receiving end of something with so little thought put behind it.
Your subject includes spam triggers
Take a moment to look at the first thing your lead will read upon receiving your email. Does it include anything that hints at an easy money scam? Get rid of that. Leads are savvy enough to know what an email to avoid looks like and by taking the shortcut of a neon sign as a subject line will do nothing but drive away leads and cheapen your brand.
It only includes an ask
Every email you send a lead will include an ask of some nature. Be it seeking a follow-up meeting or the opportunity to provide a thorough explanation or demonstration of your service. But remember to sugar coat it. Walk your lead into the ask and build it as the next logical step. An email that includes nothing but the ask will confuse your lead and won’t bring results. Give some context to your asks, make sure that your lead understands what you’re trying to accomplish.
You’ve copy and pasted it
It’s easy enough to write a script that’s very good, then send it to their leads. No matter how good your script is, it will become diluted when it’s sent over and over again to your leads without any acknowledgment of the uniqueness of the lead. No lead is alike, so take a moment to take your script and insert some personalization into it. Understand your audience and take the time to translate that understanding into your email interactions.
You’re not sending your email to your target audience
Digital sellers take pride in building well written and informative emails directly focused at their leads, but that work could all be for naught if they send it to someone who finds all of the information provided irrelevant to their lives. Don’t waste both you and your recipient’s time and make the effort to research your target audience and focus on them exclusively.
You haven’t personalised your email
One of the primary components of digital selling is understanding your target audience. Sales emails take it to its most micro level. So understand what your leads are doing, what fields are relevant and what you can provide to them, then put it into your communication. Make sure that your lead understands how important they are to you, and by crafting an email personalised to them as opposed to a stale script you can become closer to your lead and not become a empty email that will be ignored.
Your email suddenly switches fonts and colours
An obvious sign of copy and pasting. While it may be done to simply provide integral information, a cheaply done job of it with sudden shifts in the font are an instant turnoff to your leads and could kill your relationship with said leads. Take a few seconds to double check your email to make sure this easy mistake is avoided.
There are typos and poor grammar
A simple and very avoidable mistake. Take a few minutes to read over your content and make sure that any of these errors are corrected. Don’t embarrass yourself in front of your leads. They are supposed to view you as a knowledgable, informed resource. Don’t do anything to cheapen your brand.
You don’t know your lead’s business
It’s one thing to have a personalised email directly for your lead, but also take the time to have an understanding of your lead’s company and what it’s trying to accomplish. It only takes a few minutes to look into and it goes a long way in having a fleshed out communication and richer relationship with your leads.
You antagonise your leads
It’s a minor accomplishment to make it past the spam filter and into your lead’s inbox, but that won’t prevent a lead from labelling your email as spam due to poor communication. If you and your lead are unfamiliar, don’t approach them as an old friend looking to catch up. Never present an interaction in the manner of you replying to a lead if they have never initiated conversation with you. It’s simple, but if not followed you could find that your online reputation has been ruined.
You’ve sent a mass email
When a lead sees an email that offers a personalised business experience in the context of a cold general email attached to sending list with twenty more people, it’s easy to see how they can be rubbed the wrong way. Avoid the shortcuts associated with spam and define your business as respectful and thoughtful through your interactions.
Your email isn’t useful to your lead
Make sure that your email communication doesn’t simply include a bunch of unsolicited information. Include something of value for your leads and always craft your communication in a way that your leads should never feel as though they have wasted their time in the interaction.
You talk too much about yourself
Make sure your sales email is an equal interaction. Don’t fall into the temptation of telling your lead about your business and advertising your brand. You’re not a billboard, you are in the business of building relationships. Ask your leads about themselves and encourage a back and forth. Avoid crafting your emails as an information dump without any regard for your audience.
You don’t use your lead’s first name
One of the easiest tells when it comes to spam, when you start a conversation with the general greeting of “Dear Sir or Madam” is a blatant giveaway that you’re sending this email to many others. Take three seconds and put your leads first name in the greeting.