In terms of prospecting, while email is quick and inexpensive, the study entitled "Email Marketing Attitude BtoB 2016 by the SNCD" showed that an average of 43 emails arrive in a professional's inbox, 10 of which are promotional. It therefore seems difficult to capture their attention given the sheer volume of messages. Today, we invite you to discover techniques for writing a compelling email that your recipient will enjoy reading.
A striking object
Having well-crafted content is essential, but it's not enough, given that in less than four seconds, someone decides whether to read your email, ignore it, or simply delete it. Your primary goal is therefore to capture the interest of potential readers so they open your message. This is why the email subject line must grab attention. To encourage opening, the subject line should pose a question, evoke an emotion, suggest a sense of urgency, and so on.
Please note that each email must have a subject line that accurately reflects its content. The stakes are not the same for a follow-up email and an initial contact email, for example.
Writing the subject line of an initial contact email subject line in the form of a question , especially one with a touch of personalization .
Examples :
- Daniel, do you need a new family vehicle?
- Still no Christmas gift?
- Benoît, are you looking for competent graphic designers?
A subject line with a recommendation enhances the credibility of your message. Mentioning a mutual contact increases the likelihood of your email being read. Creating an air of mystery can also pique the reader's curiosity.
For a follow-up email , the goal is to move the prospect in the buying process . The prospect is already interested, but still needs a little nudge. The subject line should be lighthearted , friendly , and address a topic discussed in previous exchanges.
The use of the GDPR
Thanks to digitalization, it is possible to acquire and record data on your customers. However, the handling of this data is governed by supranational law (law that transcends national borders and is not subject to a vote by heads of state), adopted in April 2016 and which came into effect on May 25, 2018. It aims to strengthen individual rights regarding the collection and use of personal data. This is the General Data Protection (or GDPR) . The use of this data allows for the personalization of offers to ensure they are read and prompt a response. Indeed, someone who has consented to receive your messages is more likely to respond to your solicitations.
The structure of the email
- The introduction : Give a short introduction so the prospect knows who they are dealing with. It should mainly include your first and last name, as well as the name of your company (and possibly the nature of its business).
- The introduction : allude to your prospects' problems. It needs to have an impact. In practice, it can take the form of a question.
- The proposition : demonstrate how your product can help solve your prospect's problems .
- The call to action : this is the concrete step in your approach. It can initiate a dialogue or lead to registration. To do this, you can add links to your email.
- Your signature : it should make people want to interact with you. Remind them of your mission in one sentence. Always provide several contact options (phone, email, social media , etc.).
The content of the email
It must be short, well-spaced and easily readable on all devices (PC, smartphone, etc.)
- A single objective: the email must contain a single, concise subject line to avoid losing the reader. The ultimate goal is to call for action : scheduling a meeting, registering for an event, signing a contract, etc.
- A customer database-based approach, also known as CRM , allows you to access your contact's personal data and therefore tailor your messages to their needs. A preliminary analysis of your prospects is therefore recommended. This personalization will ensure the relevance of your email. Remember to segment your audience beforehand.
- Engaging content: Before pushing sales and promoting products, focus on understanding the prospect's problems, goals, and projects. Offer a free service to solve one of their issues. The aim is to provide solutions relevant to your business. Also, the content shouldn't be limited to text. Visuals will be useful and engaging as well.
Email automation
Automation improves productivity , especially for follow-up or initial contact emails. However, even if the content is largely the same, always remember to add a personal touch.
Software exists that calculates your open, response, and engagement rates. This will allow you to understand the performance of an email and potentially make adjustments.
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The planned recovery
Following up is necessary after allowing your contact time to respond to your email. A period of seven days is reasonable for this. A second follow-up can be considered. After several follow-ups without a response, you can send a break-up (a last chance). The purpose of this email is to understand why the prospect is no longer responding. If they do respond, it will help you improve your approach.
The goal of sending a prospecting email is to secure an appointment , move the sales process forward , or close a deal . But in all cases, it's crucial to avoid being perceived as spam. For a prospecting to be effective, its content must be relevant. Personalization is key to engaging the recipient. However, continue sending new emails to identify the most effective ones for your target prospect.
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