EMAIL COPY THAT GETS OPENED & READ
SALES SENSEI COPYWRITING
The goal of your initial email is to do two things and only two things: qualify the prospect and get a response. It is not meant to sell. You’ll have that chance only if the prospect agrees they have a problem you may be able to fix and you get a commitment for a meeting.
We’ll punch up your value proposition, identify prospect “pain points” & craft black belt-worthy email content.
10 RULES FOR B2B EMAIL CAMPAIGNS
- Keep content under 200 words – prospects read their email on their phones.
- Don’t include graphics/attachments (see above)
- Never introduce yourself in the first sentence (your contact information is in the signature) or use a trite platitude (I hope your day is going well!).
- Don’t use punctuation in the subject line – it’s a spam filter catcher.
- Avoid questions; rather, use a statement that speaks about an issue in the industry.
- Never use phrases like “feel free” or “don’t hesitate” as a prompt for a response as if you’re doing a big favor – if a prospect has a problem and is ready to commit to a meeting, they will respond.
- Do not mention how long you’ve been in business, any awards you received, or drop names of clients – it’s not relevant in the initial outreach.
- Never, ever, ever beg for a meeting (e.g. “we’d love to meet with you”). It’s pathetic.
- Do not include any links in the first email. Links can cause your email to get flagged for spam.
- Do include a link to content (e.g. explainer video, “listicle”) in subsequent emails to engage and track prospects.