When it comes to writing a sales email, a lot of marketers will use a standard, cut and dry system for constructing their emails. This is actually a huge mistake. Keep in mind the following things and make sure not to include them in your next email campaign if you want it to be engaging and turn more leads into customers.
1. Boring and Impersonal Subject Lines
When someone receives an email, they’re looking for a personalized email that appears to be interesting. What they are not looking for is an email that is clearly a carbon copy of hundreds of other spammy emails they receive on a daily basis.
If you really want to get the prospect interested in the contents of your email, it is important that you spend a good amount of time focusing on the subject line and evaluating its effectiveness. The subject line is the first thing that they will see, and you want to make a good impression, don’t you?
2. Sending at the Wrong Time
Just like with everything else, there is a science behind successful email marketing campaigns. You can’t just send your email out at any old time and expect that it will perform highly. Send your email at a time that others are sending their emails. A better idea would be to send your emails when people are most likely to be checking them, and have time to read them, like in the morning or during lunchtime.
3. Information Overload and Not Getting to the Point
An email is not a blog post. You want it to be short, sweet, and to the point. The less fluff and unneeded information you try to pack into the email, the better. It is much more likely that someone will read the entirety of an email with less than 200 words of copy over one with 500 or more.
If you do have a lot of information that you want to express to the prospect, it is probably best that you attach links leading to a standalone version of what you want to say, like a blog post or landing page. That way the lead has the option to read or not to read it at their discretion.
4. Grammatical Errors
This should be an obvious one. Even though you are communicating digitally, it is still of the utmost importance that you maintain proper writing form. It will come off as unprofessional if you decide to use slang, internet talk, or emojis in your sales emails.
5. Not Addressing the Audience’s Tone
Not all audiences are the same. It’s important that the email you’re sending is personalized to your specific audience and is not too broad or generic. You want to avoid appearing as just another unwanted email to decrease the likelihood of getting low opens and unsubscribes.
6. Vague Call to Action
The call to action is arguably the most important part of your sales email. You want your prospect to actually click on a link inside of the email and be persuaded to become a customer, but if your call to action is hard to spot, the chances of that happening decrease drastically.
You want your call to action to come in loud and clear to ensure that your email does indeed get opened. Making sure to introduce the CTA and putting it somewhere in the email where it is not likely to be skipped over or misinterpreted is always a good practice to gain clicks.
7. Sending Misleading Content
The last thing you ever want to do is lie to your leads. When trying to create effective emails, make sure that you are keeping both the subject line and the content relevant and honest. If you create a subject line that is able to get many opens, but when they open it they realize you did not follow through on your promise, the chances of an unsubscribe increase.
You want to avoid the possibility of this happening by all means. By ensuring that everything from your subject line to your CTA is consistent you will be able to better focus on other ways that you can get higher open rates.
8. Sending to Unsubscribes
When people unsubscribe to your emails for any reason, that should be a clear signal that they no longer want to receive correspondence from your company. Regardless of the reason, it is best that you follow their wishes and remove them from your email lists, because one of the deadliest sales email mistakes is sending to unsubscribed people.
When people unsubscribe they are under the influence that their information will no longer be accessible to the company. When you continue to send them emails you severely hurt your reputation among customers and leads.
To summarize, the most important thing to remember when creating email marketing campaigns is that the person on the receiving end is an actual person, not a machine. People want to feel special and feel like there is effort behind actions. Making sure that you keep the above points in mind during your next campaign will ensure that you’re able to provide your leads with what they’re seeking.