Elijah Logan Longview @EliLoganTx

Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it. To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me.

Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end? He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act.

After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close.

He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent.

Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email. Subject Line: Curious Silence? "I reached out to you a few times about Company Name Here but haven’t heard back. Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team. Would love to hear from you either way. Have a great day!" I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why: This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect. The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect. The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have. The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like "saving your business" or "doing the right thing" and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective. Thoughts? Tips? Share them with me. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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asked 26 Sep '17, 21:45

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Asked: 26 Sep '17, 21:45

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Last updated: 26 Sep '17, 21:45

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