How To Write A Sales Email: What The Data REALLY Says
PS: It is not the number of emails YOU send, but the number of emails exchanged between YOU and the BUYER.
ROI is one of those “bragging” stats. “Look how we helped Company ABC. We did it for them … and we can do it for YOU too!”
ROI language included words or phrases in the salesperson’s email — literally “ROI” or any stats that are tied to ROI like multipliers (2x, 10x, and so on.) and percentages (7%, 42%, etc.)
And the data say … using ROI language in cold emails decreases success rates by 15%.
Longer emails are significantly (15x) more effective in booking a meeting during cold call outreach.
Remember: short and concise are not necessarily the same.
Short is generally 30 words or less. Concise usually means short, but it also implies meaning and context. Longer sales emails (4+ sentences) are effective if concise and offer value to the recipient.
Be sure your (longer) emails — every single world — are intentional and have specific information that connects your reader to your company or service.
You are 2x+ more likely to book a meeting during a cold email when asking your prospect for their interest versus asking for time (a specific or open-ended CTA).
An interest CTA sells the conversation, not the meeting.
And that matters because time is finite — 24/7/365, you know. So why would a buyer give YOU, a seller who they know little about, some of that super-valuable time?
Contrast that with interest — a “non-finite resource,” and you are more likely to move your deal forward.
As you move a buyer down the funnel — towards a deal — it’s time to leverage the specific CTA.
Why? Well, asking for a specific day and time during a deal email more than doubles meetings booked, from 15% in the cold email stage to 37% in the deal stage.
Sharing pricing early in the sales cycle is best. If pricing is way off, it can be a colossal waste of time for both the buyer and YOU, the seller.
In sales (and life), time = money.
The secret to gaining the upper hand in a negotiation is to give the other side the illusion of control. Don’t try to force your opponent to admit that you are right. Instead, ask questions that begin with ‘How?’ or ‘What?’ so your opponent uses mental energy to figure out the answer.
Email stats and best practices for all stages of the sales cycle.
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