Every day dozens of emails from companies, relatives and acquaintances arrive in our inboxes, which barely gives us time to read them all. This is why the sending of emails by companies’ sales teams, a business process essential to attract customers, must be properly monitored and managed. There are also certain practices that can be followed to increase the likelihood that a client will read and respond to your messages.
If a sales team receives leads (records of people interested in your products, having sent their information via a form) and starts a conversation by email with those customers, if they have to answer a question from the potential customer, or need to send a personalised mail, there are a number of recommendations that you should keep in mind. Here we run down some good practices that a sales team should follow when using email:
How to write successful sales emails
Every word that you write in your email matters, from the Subject line to your closing. Now, what is the ideal wording for an email? These are some of the guidelines your sales team should follow when writing them:
- The Subject line of the email is crucial. No matter how appealing your proposal is, the user will not read it if he never opens it. Thus, it is essential that the Subject be recognisable and interesting, as the objective is for the recipient to click on it. Similarly, taking great care with the first sentence of the email is important in terms of getting it opened, as it appears near the Subject line in the inbox.
- Write short and simple emails. Although it may be tempting to offer lots of details, so that the client appreciates the work behind it, it is not a good idea to draft long emails. Quite the contrary. Follow the premise that less is more, and get to the point, keeping your email short. And the message has to be simple: if it is full of details the user will likely delete it instead of stopping to read it.
- Ask just one question, or propose a single action in each email. If you ask too many questions, the client is unlikely to answer any of them. Remember that the key is for the message to be simple, so you have to ask a question that is also simple, so that recipients only have to spend a few minutes of their time responding to your query.
- Your mail must have a purpose. Do not waste the time of a client or a future client with a follow-up email that does not have a clear objective. Your messages should always have a purpose, and it must be clear.
Ask your clients to respond. Often users decide to put of responding, and the email falls into oblivion. Therefore, you have to make them feel that, if they do not answer, you will no long offer them the opportunity in question. Do it politely, but let them know that their inaction will have consequences.
How to write effective response emails
Responding to users who have shown interest in your product is essential to turn them into customers. To train sales professionals to respond effectively by email, follow these tips:
- When you have to answer a lead, time is of the essence. As we already stated, every minute counts when it comes to email. The faster you answer a lead, the more likely you are to turn it into a sale. Quickly answering any questions is also vital.
- Customise your answers. Avoid canned responses that lack personalisation as much as possible, but if you cannot avoid sending an automatic response, gather all the information you can from the email you receive, or include the name of the recipient, or your company, in the response. In fact, the experts stress that personalising your response will make them feel engaged in the proposal.
- Always include a call to action. The purpose of the email should be clear in the body of the message, and should lead to a specific proposal at the end. So, as a close to the message, and before saying goodbye, include a call to action that instructs the user to take the next step.
How to manage sales emails
Following the above advice is useless if there is no proper management and follow-up of these messages. To manage your sales team’s emails, use technological tools:
- Get your sales team’s email statistics. To determine whether your sales team’s emails are working, it is essential to have metrics. Using Gmailmeter.com allows you to track your team’s habits when sending emails, the number of emails sent or received, the total number of senders, and response times, among many other data. Analysing them and making decisions based on them, you can boost your sales via email.
- Use smart automation. Using pre-tested templates to draft messages, and automatic tools to personalise emails can be very helpful. Further, keeping in mind the best time of day and the best day of the week to send emails is also essential.
- Try, try and try again. Monitoring the effectiveness of messages and acting accordingly is also essential. To do this, you can use the well-known A/B method: send two similar versions of the same email, but with some different elements, to different groups of users. Then analyse the results from each one to hone your future emails.