You have 2.7 Seconds to get to the F#cking Point with your emails.
There’s not much that can be accomplished in under three seconds. A spoken sentence, a sneeze, maybe even reaching in your back pocket to grab your phone.
Yet according to email provider ExactTarget, people only take 2.7 seconds to decide if they will read, forward or delete a message. It’s a product of both efficiency and short attention span. In fact, by now you’ve probably already decided whether this blog post is worth your time.
From your standpoint, 2.7 seconds has two implications:
- Your prospect’s time, like life itself, is short. Skip the BS and get right to the point with your email.
- A hasty decision plays right into your selling wheelhouse.
If you’re like most people, chances are you start each morning by sifting through emails on your phone (possibly with coffee in hand), getting caught up on what you missed overnight. 2.7 seconds multiplied by the number of unread emails gives you that first hit of dopamine in the morning and a sense of accomplishment before you’ve even stepped foot in the office.
Creating your sales playbook (or just stealing ours – this is link to ebook) starts with recognizing cold emailing as your ally. Cold emails let you reach anyone, are easy to set up and cost you almost no time or money. They become even easier over time with templates and automation. When done correctly, this method identifies people who are truly interested in your value proposition.
Within 2.7 seconds, your email reader’s mind is likely made up. You’ll learn in short order whether you have a legitimate prospect or whether you should move on to the next opportunity. No maybes or beating around the bush. Now that’s time well spent.
Did you know cold emails can even trump warm referrals? Check out SellHack’s eBook to learn why cold emailing is the key to increasing your sales pipeline. Believe me, we’ll get right to the f#cking point.
Write Emails Than Don’t Suck
You were taught many valuable lessons in school. But the ability to craft incredibly effective emails wasn’t one of them. Some of the best cold emailers I know learned their craft out of necessity. You can’t always buy your way out of a problem, especially when it comes to growing your business. Whether it’s you vs. an incumbent or you vs. other sales reps in your company, know one thing…become an effective emailer and your odds of success will go up.
Since the art of cold emailing isn’t a course offered by any formal schools (at least that I know of) we’re forced to master this ever-important skill while on the job through trial-and-error. Yet, many sales emails prove to be too long and off point, leaving prospects to assume that’s what the salesperson-customer relationship will be like if they decide to engage in a follow-up or actually doing business with you.
Thankfully, SellHack is here to help. The following fundamentals of a sales email are battle-tested and ready to be put to use for contacting your prospects:
5 Tips You Can Implement Today To Increase Response Rate
- Make your email less than 90 words: Don’t forget the 2.7-second rule — the length of time it takes for a recipient to decide the fate of an email. Brevity rules the day with sales emails. Address the prospect’s pain points, explain your value proposition and press send.
- Use two-sentence paragraphs so your email can be scanned: While lengthy paragraphs are appropriate for some types of writing, keep email paragraphs concise. This helps ensure the content will actually be consumed rather than glossed over.
- Never include more than one link or attachment: While a hyperlink and supporting attachment can serve a purpose, moderation is key. Don’t let your email’s content appear cluttered and distracting.
- Write like you talk – skip the sales jargon: A conversational tone will put your recipient at ease. Don’t use jargon that could intimidate or confuse, and don’t talk down to your email audience.
- Proofread before you send: Double check all prospect names and company names. This will save you from embarrassment and prevent you from emailing in vain.
Create a Pitch Worth Giving
A literal elevator pitch is crowded, uncomfortable and cluttered with noise…usually it’s you rambling about how great you are. In other words, it’s the polar opposite of your effective email pitch. Don’t be that person. Get out of the elevator pith mentality.
You’ve committed to growing your business through email. So what happens next?
Admit it: We’ve all shot down numerous pitches in our day, pressing the delete button without hesitation. You’ve likely said “no” to someone personally within the last day or week. Just yesterday, I hit delete on what could possibly be one of the worst emails I ever received. I recovered it from my spam folder and redacted the sender’s information.
Sending emails like this demonstrates three things to the reader:
1) You haven’t taken the time to learn how to write effective email copy.
2) You’re probably a spammer because the sheer volume of emails you have to send to get a response signals you’ve done no research or personalization.
3) Since the email lacks obvious attention to detail, how could I ever trust you or pay you to be responsible for a component of my business?
In order to succeed with your pitch — email or otherwise — you need a unique selling proposition that positions your company’s offering and benefits in a concise, understandable way.
It’s brainstorming time. Write down the No. 1 way you help customers, what problem you solve for them and what outcome you can help them achieve. Hone your valuation proposition such that it’s more specific to a particular prospect.
A spot-on pitch will evoke a perception of value from your email recipient, thereby eliciting a response and the start of what you hope is a productive sales process. It will address your prospect’s pain point while offering a call to action designed to kill the pain.
The perfect pitch will leave your prospect thinking, “This might be the person who can help me with my problem. I should find out more.”
If your emails are written in a way that can elicit this single thought in your prospect’s mind, you’re on the right path…a digital route that steers clear of claustrophobic elevators.
Ask Yourself: “Would I Reply To This Cold Email?”
When I sit down to write a cold email campaign, I like to write emails that I would respond to. A key component to convey if you want to get me to reply is that ‘there’s no better time than right now.’ Maybe prices are going up significantly or the opportunity cost of my non-action is costing me more money than what I’d be paying for a product or service you offer.
When you prepare to craft your first-point-of-contact email to a prospect. Instill a sense of urgency.
It’s no secret that urgency makes people act. So what is it about the offering you’re going to make to your prospect that will make them act? It might be a temporary pricing discount, it might be the ability to work with you now will put them ahead of their competition, it might be the ability to get exclusivity with you. Whatever your offering is, figure out why your prospect can’t afford to buy it six months from now instead of now.
Your urgency should be matched by your persistence. How often do you intend to email or otherwise reach out to an unresponsive prospect before giving up? Most email marketers wave the white flag too soon, as research indicates many people don’t respond until the sixth time they’re contacted.
Even if your individual email response rate suffers due to persistent efforts, it’s worth it to ensure an eventual close. Response rates for each email in a campaign is a vanity metric. It may help you gauge whether the A/B variant is better, or if the email should be moved up or back in your campaign, but for the most part it means nothing. Look at your response rate in aggregate. Meaning, evaluate the number of responses you received over the lifetime of the campaign compared to the number of prospects you contacted. Most of us give up to early, expecting a prospect to reply after the first attempt. But, as more and more professionals adopt a cold emailing strategy, the bar is going to get raised if you want to be effective.
If you made it this far, we have a special offer for you. Get more traits of an effective sales pitch, as well as analysis of the various audiences you may encounter for pitching, read on within SellHack’s eBook.