The goal with any sales outreach email is to capture the attention of potential buyers. You want them to see your message and feel compelled to open it. Many sales professionals have the right intention with their emails, but they get no response. According to Aja Frost, HubSpot’s head of content, it could be because they are using wording that is all wrong.
In this issue of Promotional Consultant Today, we share Frost’s thoughts on the seven sentences you should immediately stop using to begin your sales outreach emails.
“My name is … ” If you typically lead with this sentence, your prospects are probably too bored to continue reading. Names are usually hard to remember because most people are not that interested in them, notes Frost. And when you are sending an email, beginning with this sentence is redundant. The recipient can see your name in the “from” field or your email signature.
"I work for … ” Frost recommends removing this sentence from your repertoire because it’s uncreative and unoriginal. It is also like planting a sign in the prospect’s brain that says, “I’m trying to sell you something!” It’s okay to mention your company but weave it into your email naturally. Don’t lead with it.
“Did you know … ?” This line sounds like an infomercial, which can immediately turn off potential buyers. Instead of trying to create urgency with a question like this, Frost suggests using intriguing stats that are personalized to the prospect’s specific situation.
“Congrats on … ” This is another opener to avoid in your sales outreach emails. Offering a generic congratulations can come across as lazy. Instead, you will likely see more success by getting ultra-specific with your congratulations. For example, instead of saying “Congratulations on opening your new branch!” you could say, “I saw that you just opened your new office in Phoenix—congratulations! That is really exciting growth—especially an expansion in the Southwest.”
“I’ve been thinking … ” When you begin a sales outreach email with this line, you come across as self-interested, says Frost. Instead, just invert your statement. For example, instead of saying, “I’ve been thinking about your recent acquisition of Infinity Sports, and …” just switch it to “Your acquisition of Infinity Sports on Tuesday got me thinking …” Remember that you should never begin an email talking about yourself, notes Frost. It should always be about the potential client.
“I hope you’re doing well ...” While this opener is polite, it’s also extremely bland. It’s better to dive right into your message, according to Frost. This will save you space and you also have a better chance at catching the buyer’s attention.
“Did you find what you were looking for?” By using this sentence to begin your sales outreach emails, you risk confusing the recipient. Even though you may have sent them a piece of content or a link to a video, they may not know what you are referring to. That’s why it’s important to get specific. Say something like, “Did our pricing page have all the details you need?” or “Do you feel ready to move forward with the campaign after watching our case study videos?”
Instead of using vague or dull opening lines in your sales outreach emails, change your wording to make it customized for each potential buyer. Sometimes, a few simple tweaks to your phrasing can be just what you need to kick off a productive conversation.
Compiled by Audrey Sellers
Source: Aja Frost is HubSpot’s head of content.
Used with permission from PPAI Media