Rethinking Email Strategies in Modern Sales

Did you know that the first email was sent way back in 1971?

That first “message” was a throwaway in terms of actual content. Engineer Ray Tomlinson, at the time, was exploring different ways for humans and computers to interact and sent himself a test email to see if his new idea worked.

Ray had little idea how powerful and enduring the concept of electronic mail would end up becoming.

Think about how much technological innovation has occurred in those 53 years since email’s invention. Despite the rise of social media, instant messaging, and other communication platforms, email continues to be a preferred and effective channel for sales professionals.

72% of Salespeople Report Using Email “All The Time”

In fact, in our recently published 5th Annual Media Sales Report, 72% of salespeople reported using email “all the time” to secure appointments with prospects.

So, there’s no question that this communication channel has managed to stay relevant well into the new millennium.

However, with the format being a top choice for so many, the key is figuring out how to stand out amongst the flood of emails pouring into inboxes every day.

Let’s take a look at some tips that can not only help your emails achieve more “opens,” but also better compel and help your target audience to find the solutions they’re craving.

Optimizing Email Outreach

Segmentation and Personalization:

• Tailoring your emails to specific segments of your audience increases relevance and engagement. Use data and insights to understand your prospects’ needs and customize your messages accordingly.
• Personalization is one of the unique powers of email. Hone your message as much as possible for its intended audience.

Compelling Subject Lines:

• This probably goes without saying, but first impressions matter, and your subject line is the gateway to your email.
• Craft concise, compelling subject lines that pique interest and entice recipients to open your message.
• Ask yourself, “If I were receiving this email, what subject line could I not resist opening?”

Timing Matters:

• Be mindful when you send your emails.
• Research suggests that certain days and times are more effective for reaching different audiences. Experiment with sending emails at various times to determine the optimal schedule for your target demographic.
• These days, there are also several AI-powered tools that are helpful in determining the ideal timeframe for a message to be sent to specific recipients.

Clear Call-to-Action (CTA):

• Clearly define the next steps you want your recipient to take.
• Whether it’s scheduling a call, downloading a resource, or making a purchase, a well-defined CTA increases the likelihood of conversion.
• Remember, the more specific your CTA is, the better.

Making Messages Stand Out

Visual Appeal:

• Incorporate visuals, such as personalized graphics or eye-catching images, to break up the text and make your emails visually appealing. A well-designed email is more likely to capture attention.

Interactive Content:

• Experiment with interactive content like polls, quizzes, or surveys within your emails.
• Offering various ways to engage with your content boosts the chances of your message resonating with your audience and encourages a response.

Storytelling:

• Weave a compelling narrative in your emails.
• Share success stories, testimonials, or case studies that demonstrate the value of your product or service. Authentic storytelling humanizes your brand and builds trust.

Keep It Short:

• Make sure you communicate your message in a concise way.
• Use bullet points, short paragraphs, and white space for easy readability.
• As an expert copywriter once told me, “Write your content as if no one wants to read your content.” Meaning, keep it short and sweet.

A/B Testing:

• Continuously refine your approach through A/B testing.
• Experiment with different elements such as subject lines, content structure, and visuals to identify what resonates best with your audience.

Email Isn’t Going Away Anytime Soon

It’s beyond clear that email remains an indispensable tool in the arsenal of modern sales professionals.

And there’s no chance that it’s going away anytime soon, which is more reason to rethink and optimize your current email strategies!

That way, you can navigate crowded inboxes and establish meaningful connections with your target audience, leading to a more successful and efficient sales process overall.