You wrote that sales pitch email.
You spent a lot of time tweaking it.
You maybe even used some generic templates promising you the moon, the stars and hundreds of leads magically flowing to your business.
You followed “best practices” , because, well, you heard you had to “add value”, “be concise”, or “prioritize clarity over cleverness” (DUH, What does that even mean?).
But there’s one tiny problem:
It didn’t work.
So the only question is:
How can you ACTUALLY craft an introductory sales email that gets opened and answered? (Hint: less than 24% of sales emails are opened and only 12.5% of first attempts get a response, so yeah, it’s important)
In today’s infographic and guide my friend, I’m going to show you how to write sales emails that work . Specifically, you’ll learn:
A 4-step process to write solid sales emails (including how to grab the attention of your prospect so he eagerly opens your email, instead of throwing it to the trash)
Strategies, word-for-word scripts, checklists and battle-tested templates to provide value (and outsmart 80% of the people in your industry)
Battle-tested examples (with analysis)
Quick jump to sections:
Here are four proven ways to find the email address of the person you are willing to contact:
1) Head over to Any Mail Finder.
2) Use this Google search string:
Type in the email address you think your prospect uses (Hint: people mostly use variables such as email@example.com, or firstname.lastname@example.org, etc) in Google with quotation marks.
Check out if an exact match appeared in Google’s search results.
Want an example?
3) Use Noah Kagan’s awesome email permutator spreadsheet (copy).
4) Check out this step-by-step guide.
Grab their attention
Let me tell you one thing:
If you want to stand a chance to get that business introduction email opened, then you need to break away from standard subject lines.
Chris explains why it is crucial to craft a subject line that stands out:
Here are a few specific tactics you can use to grab the attention of your reader:
Use their name
According to Hubspot, emails that include the first name of the recipient in their subject line have higher click-through rates than emails that don’t.
Use the open-loop technique
Tell readers just enough to pique their curiosity – and leave them wanting to find out what they’re missing.
“Can I ask you something?”
“What do you think about this?”
“3 mistakes you’re doing with [website]”.
Be ballsy (but don’t over-promise)
“How the heck are you?”
“The best pitch you’ll read this week”
Here’s a solid, fun follow-up email Scott Britton, co-founder at Troops, sent me:
Use power words that evoke emotions
Check out this article where I explain exactly how to infuse persuasive words in your copy to close more deals.
Email subject lines that work (AKA get your email opened)
“I know you’re busy” formulas
1. [Prospect name], I’ll be quick
2. Got [time needed to read email]?
3. [Prospect name], I’d like to help you get [result]
4. Two ways we help you get [result]
5. [X] reasons your business [pain point] (and how to fix it)
6. How to [get result] without [pain point]
7. Smart ideas for [company name]
8. What [company name] needs to do better
9. 10x [company name]’s tract in 10 minutes (source)
“Curiosity driven” formulas
10. All you need to know about [product/service]
11. BOOM! This is how you [result wanted]
12. Can I ask you something?
13. Greetings from [your company/your name] (and a small question)
14. Question about [their goal]
15. [Prospect company name]
16. Quick request
“Kind enough to help me” formulas
17. Are you the right person to speak to?
18. [Prospect name], could you help me out?
19. Trying to connect
20. The best pitch you’ll read this week
21. That’s one hell of a [result/deal]
22. You suck at [field], here’s why
The introduction of your introductory sales email has two targets:
1) Grab the attention of your prospect
2) Explain very quickly why you’re sending the email (AKA the reason to connect)
(Otherwise this is what happens, awwwwww):
Make your prospect feel as personal as possible (show you did research)
For instance, you could mention recent changes that occurred in THEIR life or business (e.g. specific achievements, changes) or points of affinity (e.g. shared interested in sports/hobbies, same hometown…)
Validate yourself identifying similarities with your reader
Although personalization is crucial, there’s also for you a strong need to validate yourself.
In a recent HBR article, author Tucker Max explains that when we get an email from a stranger, we want to know who that person is and why that person matters to us.
Be nice (but don’t be sleazy)
“I hope you’re having a wonderful day so far”.
“My name is Don, I work with ABC Marketing and it’ll just take you 40 seconds to read this email”.
Explain very briefly why you’re reaching out
Don’t use lame introduction phrases
Mike Renahan from HubSpot has listed a few phrases that literately kill an introductory sales email. Here there are:
23. [Friend/connection name] suggested I contact you
24. I hope you’re having a fabulous day so far
25. First and foremost, congratulations on [topic/news/result achieved]
26. I’m a huge fan of [product/service], especially [specific thing you like]
27. Is [issue/burning point] a priority for you now?
28. Are you struggling with [problem]
29. I came across your website and noticed [problems]
30. Hi, my name is [name] and I’m currently [position]. I’ve been following [company for some time now – I love [product]
31. I’ve known about [company] for [time] and it’s great to see [news about them showing you did result]
(oh, and here’s why in case you’re curious)
So… how do you write an email introducing your company?
Well, bad news:
NOBODY CARES ABOUT YOUR COMPANY.
You write an email offering specific, tangible solutions to your prospect’s problems.
The goal of your sales email offer is to:
1) Show our prospect you understand his hopes, fears and dreams.
2) Position your offering in a way that helps him either solve his problem / get more of what he wants. Your offer (service or product) must bring a valuable transformation to your prospect’s life.
Show them what they’ll get/be able to do when using your product/service
In addition, here’s what Joanna from Copyhackers has to say about the WIIFM:
Show them what they can be
Because the truth is, people buy your product because it provides a transformation.
They buy your product because it helps level up their life. Identify in which aspect of their life are you helping your potential customer:
Be the first
Make their life comfortable
Look less lame
Have more freedom
One of the major goal of your marketing should be to EDUCATE the customers…..and not just trying to just sell them!
If your prospect isn’t really familiar with your solution (and/or his problems), it is YOUR JOB to give him away enough USEFUL information.
32. Surprising insights gained from [experience]
33. Let’s bust some myths about [topic]
34. The top 5 mistakes when it comes to [topic]
35. I believe that right now, [prospect company] top [x] concerns are A, B, C
I believe that right now, ABC’s top 2 challenges are:
1) Converting trial members into paying customers
2) Increasing email sign-ups
36. There are [x] ways we can get you [result they care about]
37. Based on [thing observed], there’s [X] main challenge you’re looking at.
Based on your website homepage copy, there’s one main challenge you’re looking at: clearly convey your product’s value proposition in a compelling way.
38. We help [target customer] turn [specific problem] into [desired results]
Our company helps businesses just like your double their organic traffic in 3 months so you can get convert more leads into paying customers.
39. We help you get [result] in [length], even if [objection prospect might have]
We help entrepreneurs like you to get their websites load faster (which is important for readers), and you’d free up time that you could use to create new content.
The closing part of your email is where you tell the recipient what to do next (AKA your “call to action”).
The goal of your email closer is to get a response.
It could be:
To get a response, you need to ask a VERY EASY question that can be answered by yes, no (or maybe).
If your question is long-winded, complicated, and require your customer to think about it more than a few seconds, he’ll close that email, think “uuhhh I dunno” and you probably won’t ever get an answer.
Make your request specific, keep it short and sweet
When the New York Times ran a cover story on his work, Adam Grant instantly became the guy that “never says no to the five-minute favor, something that will help someone out — an introduction, a quick suggestion — but cost him very little, relative to impact”.
Suddenly, Adam’s inbox exploded with messages from thousands of strangers asking for help.
Here’s what happens next:
Formulas you can use
40. We can discuss the details, of course, but first I wanted to see if this is something you might be interested in?
41. If so, would it be okay if I sent you a few ideas on how I could help?
42. Do you have 10 minutes this week so we can discuss how [your company] can help [prospect company] get more [result]. I’m available [3 options] or I can work around your schedule.
I asked Dmitry Dragilev from JustReachOut if he could contribute to this blog post (and because he’s awesome, he said YES !).
Here’s the email I sent him:
Subject line: uses the open-loop technique
Intro: short and sweet
The ask: to the point
CTA: very simple, easy to answer
Speaking of Dmitry, check out his solid insights:
What makes Nico Papas’ sales pitch email crazy-effective:
1) Subject line: uses the open loop technique (which favor??? I wanna learn more…)
2) Acknowledge the prospect is busy (“you must be getting hundreds of emails each day”)
3) Subtly use the persuasion principle of reciprocity (I’ll do you a favor, could you do me one as well?)
4) Put himself in he prospect’s shoes, while integrating a strong call-to-action (“would you feel comfortable referring me to the right person?”)
What makes this company introduction email good:
The opening paragraph shows that the sender DID research on the company (normal reaction of the prospect: “How did he know we recently hired more support and sales reps?”)
What makes Bryan’s email awesome:
1) Rock-solid CTA: “Is this something you guys would be interested in?”
2) Bryan isn’t pushy but uses a strong question that’ll help him qualify his lead (the rospect can either be interested, even just a little bit, or not interested at all).
What makes Alicia’s email effective:
1) The use of the open loop technique in her subject line (AKA secrets, what secrets??I want to know more…)
2) Cut thought the chase: I have two ways to make YOU more money. It’s not about her, it’s 100% about the prospect.