Tip no. 1: State the surname of the client or the company name in the subject line
According to the sales guru Mike Brooks, who wrote an article for the Sales Gravy website on this topic, people are automatically more interested if their surname or the name of their company is mentioned in the subject of the e-mail.
Tip no. 2: Start with a text written specifically for the given client
No salesperson has the time to be writing entire personalised e-mails to individual prospects. But in order to avoid having the prospect or company representative close the e-mail immediately, you should make at least the first two sentences personal for that specific person/company.
Tip no. 3: Do not write long paragraphs
Nobody reads long paragraphs. The eyes of the reader just jump over them. If you have a message you want to get across, separate the paragraphs into very short parts, or break them up into individual sentences.
Tip no. 4: Ask the reader to reply
It is surprising how many e-mails do not include any instructions on what the reader is expected to do. If you want the prospect to reply, write that you look forward to an answer, regardless of whether it is positive or negative.
Tip no. 5: Mention when you will call
Write that a follow-up call from you will come after the e-mail. Give a specific date and time, then fulfil this promise.
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