If you consider email to be an outdated and redundant sales resource — you’re wrong. But treating email like a big automated spray gun and churning out message after message to a giant contact list will only harm your sales funnel. Instead, spend the time to build a collection of email templates which can be used at different stages throughout the sales process.
Emails can tie pieces of the sales process together really nicely. For example, if you’re struggling to get hold of a prospect, a light touch email asking when they might be available this week can go a long way. You could also include a brief synopsis of why you want to speak with your prospect. This will provide a nice ice-breaker when you do get them on the phone.
Sometimes only something crafted entirely from scratch will suffice when it comes to contacting a priority prospect. But I’m sure most of the time you’ll have sent a very similar email previously to another prospect, which is where templates come into the picture.
A great first step is to audit all of the sales emails you’ve sent out over the past month, look for common trends and save the good ones. Then look at which gained positive responses and which gained no response. The positive emails can be used as a starting point for your templates.
A great email template is made up of three parts; static text, personalisation tokens and gap fillers.
- Static text — text that does not change and is used in all emails sent out using this template
- Personalisation tokens (if you use HubSpot) — a piece of text which changes automatically depending on the recipient of the email. (e.g first name, company name, job title)
- Gap fillers — text that needs replacing manually, which prompts the composer to talk about certain topic or question relevant to the recipient (initiative required for this).
The subject line is really important, as well as making sure your emails are mobile-friendly. These things will usually determine whether or not recipients give your email the time of day.
You’ll read lots of edgy and modern blogs which tell you to use subject lines which are designed to intrigue the recipient, that’s fine — but make sure to also provide real value within the email. A subject line should be honest and on-topic. If you want to offer the recipient an opportunity to maximise their ROI, ‘Maximising ROI’ may be a suitable contribution to your subject line.
Set your goals
Any email marketing campaign should have an end goal and a finish line. Along the way, you should create a conversion pathway which leads your prospect to your end goal. This pathway can be made up of a series of templates. If you’re using HubSpot you can load these templates into a series of emails using the ‘Sequences’ tool.
Analyse your results
Either weekly, bi-weekly or monthly — analyse the results that your email templates have delivered for you. Change up any poor performing emails and keep the ones which are cutting the mustard. This is part of a Growth Driven approach, do more of whatever is working, and less of what isn’t. Simples!
Want to learn more about creating great, personalised email templates for your sales process?