As a sales professional, having an email checklist is one of the simplest, yet most effective things you can have at your disposal. The last thing you want in cold or early stage prospecting emails is to make a mistake or compose the email incorrectly. The blog runs through how to create an email checklist for sales professionals.
Having a checklist helps you focus on writing emails that gets opens, clicks and most importantly, replies.
One stats that scares the pants off me is that most cold emails only get a 1.7% response rate.
What Is An Email Checklist For Sales Professionals
If you follow this 10 point email checklist as a best practice guide. I’m sure you will see that number increase.
So, I’m going to walk you through these best practices that you can implement today and start improving your conversion rate. Ultimately making more sales, and earning more commission.
1. Write An Engaging Subject Line
The first thing someone sees when they get your email is the subject line.
Trust me, this can make or break your email. People are looking for an excuse to delete your email, don’t give them the opportunity.
There are two schools of thought when it comes to structuring a subject line
- Short and to the point, 3-25 characters, a couple of words (my personal preference)
- Long but specialized, 86-111 characters
Next you need to check what you have written passes the following criteria
- It’s direct and lets the recipient know what is in the email
- It’s not all in caps, contains exclamation points, etc. Look professional at all times
- Avoid spam words like “order today”, “limited offer”. You don’t want the person’s email provider to stop your email from even getting through.
Done? Great, let’s move on.
2. Check The ‘From’ Field
You should always be sending cold emails or prospecting emails from a professional-looking email address such as @philh.co.uk.
Using a Gmail.com or Outlook.com address can make you look unprofessional. Some people will not take you seriously and will delete your emails.
As I touched on in point one, you need to look professional in the eyes of the recipient at all times.
3. Keep It Under ‘X’ Words
Now. I’ve used ‘X’ words as this isn’t a one size fit all.
I’ve seen studies that have shown how large software and SaaS companies have had great success by keeping their sales emails under 130 words.
However, A good friend of mine, who is an amazing salesperson at a top utility company, prefers his emails to be less than 75 words.
So, it can depend on what industry you are in. It may be worth testing or researching the correct length for your audience then replace the ‘X’ with the number that is right for you.
4. Grab Their Attention
First, you need to have done your research.
Your cold or early stage emails need to be relevant to the recipient. You may be sending mass email to hundreds, if not thousands of recipients.
Nowadays people have become very savvy in being able to spot bulk emails.
To counteract this make sure you include one of the following points.
- A blog, article or industry data that you know they’ll be interested in.
- Mention something that they have recently published
- An achievement or milestone that their company recently hit.
- Something of benefit directly related to their business
5. State Your Reason For Emailing
So, you have the persons email address on your list.
You need to let the recipient know how you got their email address, why you are emailing and link that to a benefit. Something of value you can give that person.
For example. If someone signed up for a free trial to a piece of software, I could say something like “Thanks for installing the free version of X”.
Then further on in the email I could say. “We love helping sales professionals track how prospects interact with their emails, to help make informed decisions and increase sales”
It’s a simple for formula, that is very powerful when used correctly.
6. Build Trust
The person “doesn’t know you from Adam”. You need to build up trust, fast.
You can do this be showing that you have some form of third-degree connection.
For example, you have a mutual connection on LinkedIn. The names of the well known companies you, or your business works with.
Or, the name of a customer you know the person also has a relationship with.
7. Action You Want Them To Take
What do you want the person to do?
Reply to your email? Click a link you have included in the content?
To get a reply, the best way is often to ask a question and that you would like to hear back from the recipient.
If it’s a link click, make sure you only include one single focused call to action link.
Finally, make sure you only include one call to action and that you ask them directly to take that action you want.
8. Make Sure Its Personal
Personalised emails have been show to increase sales by at least 10%.
Don’t make your mass email look like mass email. You need to show the recipient that you have taken the time to research and help them.
Using their name, company details and a reference that is specific to them all helps to build a relationship with a prospect.
9. Check Your Links
If you are including a link, make sure the link actually works and that it isn’t taking the person to a dodgy website or some form of misinformation.
As I’ve stated already, you ideally only want a single link your email. The call to action that you want the recipient to take.
Also, don’t use URL shorteners.
10. Click Send
All that’s left to do is click send.
I hope you like this post on an Email Checklist For Sales Professionals. If you have anything you think I should add please comment on this post with your thoughts and input.