As the old saying goes, “Emails...can’t live with them, can’t live without them.” (Okay, that’s not really a saying.) Despite the multiple, premature claims that “email is dead,” my experience and data from DMR show that the growth of email is not slowing down.
Email is, unquestionably, one of the most powerful tools in a salesperson or marketer’s toolkit. It is still a powerful 1:1 medium, giving the selling organization direct influence of what, where and when a message will be received.
It’s also one of the most challenging and dangerous tactics. The “inbox” is the most competitive place in the world. There’s a war between senders and recipients. As senders search for ways to get into the inbox, recipients are fighting to keep more email out (and the recipients are winning).
For more than 10 years I’ve been working with salespeople and marketers to improve the impact of their emails. I’ve also been studying those emails that work best and have the greatest impact.
Here are the 10 attributes that I’ve discovered have the greatest impact on the effectiveness of a sales email:
1. Subject Line
A strong subject line is crucial to the likelihood of your sales email doing its job well. The "job" of the subject line is to stand out in the recipient's inbox and stimulate curiosity or relevance. Be sure your subject line answers the question "Why should I read this" in a strong, clear and concise manner. Strong subject lines are typically 7 - 12 words/35-70 characters.