I’ve written this before on this blog, but it bears repeating: pretty much no one likes sales emails. When was the last time you were legitimately excited about opening an email? It’s basically like receiving a letter – you’ll be satisfied so long as it’s not a bill or junk mail.
Also, for most of us (myself included), we associate emails with work. So many business professionals end up “working out of their inbox,” where their day becomes a steady stream of sending out and responding to emails; and often, that means the last thing you want to do is answer any more emails after work. Which begs the question: how the heck are we going to get people to open our sales emails?
I can’t promise you I have the answer, but I definitely have some ideas. And if you follow some of these methods, I guarantee your open rate will improve, at least a little bit.
Work on those subject lines
A subject line is often the make-or-break point for emails. After all, if the subject line isn’t compelling, why would we think the rest of the email would be? That may seem like a lot of pressure to come up with great subject lines, but it’s really not that hard. When in doubt, simply describe the good stuff inside. For instance, are you offering an eBook with your sales email? Then use the subject line to tell me something about it. For instance, “a new strategy that will double your leads.” That seems pretty compelling to me.
Send them during the day
Remember how we discussed the desire not to open emails after work? Well, here’s another common workplace behavior: wasting time while on the clock. Some folks will go to any lengths to avoid working, including checking their email.
So why not send your sales emails during the day, where you’re more likely to catch someone in a bored mood? Even if your clients are all excellent employees, there’s no doubt that office workers check their email more during the day than at night. After all, if they’re already at a computer, all it takes is a few clicks and keystrokes to get to their inbox.
Make it worth their while
Bribery may be frowned upon in politics, but I have no qualms about bribing customers or potential customers. Besides, we’re not going to bribe them with money; we’re going to use content.
You should set aside a couple of content offers to send out exclusively via email, and then utilize them for your sales emails. If the customer thinks they’re getting something for free, they’ll be much more inclined to open your emails going forward.
Write better content
I’m not talking about the content of your emails – I’m talking about the content on your site. Mainly, your blog articles. Because if you aren’t writing quality blog articles, why would your leads believe your emails are worth their attention?
Because blogs aren’t meant to simply drive traffic; they’re also supposed to demonstrate our knowledge and expertise as a business. They help us build credibility with our customers, who will then be more inclined to open our sales emails – because they are expecting something well written inside.