Techniques and examples to sell by email like an expert
After a long time writing sales emails, I intend to reveal to the world some secrets that I have discovered. I am the founder and CMO of Sirena. I trained as a lawyer, but a few years ago I discovered that my passion was marketing. That is why I want to share some tips and examples that I learned and that at the beginning of my entrepreneurial career helped me to get clients quickly.
First of all, I would like to make something clear:
If the person reading these lines were an international marketing expert or someone who talks to Phillip Kotler on WhatsApp every day , they probably wouldn’t be interested in what I’m going to say.
If, on the contrary, a leader from any other area were to visit this page, I would recommend that they continue, since the article is designed to boost sales through simple, effective and, above all, easy-to-apply marketing techniques.
My experience has shown me that you don’t have to be a professional copywriter to do email marketing.
For this reason, the proposal is that whoever reads me stops thinking about how to write an email.
I want you to start applying these tips and examples of emails that improved my sales by 40%.
The person who carefully reviews this article will be able to write sales emails effortlessly: they will access 100% proven writing techniques and sell much more without the need to read pages and pages of books on the subject.
So, with Kotler’s permission, here we go.
AIDA, the cool lady who will help you sell by email
Well, it’s not actually a lady. But almost, because this scheme is many years old and those of us who use it love it more than our grandmother.
It consists of thinking about email in four fundamental parts.
I nterest 👀
D eseo 🤤
A ction 💪🏻
Attention is neither more nor less than arousing curiosity. In everyday life, people receive many stimuli, but we usually respond to those that are related to our own activity. Ultimately, attention is given to what is related to us.
Everything that affects our “I” is the object of attention.
“You can make a bigger profit if …”, “This is everything you didn’t know about …” or, “This is how you can effortlessly sell more …”, stand out among the stacks e-mails one receives. In the case of emails, of course, the attraction must be generated from the subject.
What we seek when capturing attention is to generate interest. Ultimately, interest is a form of unsatisfied curiosity, which must be continued.
Interest must be aroused with an offer. In this second stage, interest should go directly to the product and services we provide.
3. I wish
Suppose that the advertiser has captured the consumer’s attention and held it. Now the ad must create the desire. The story must be relevant for the product to be compelling.
Desire is built by selling the characteristics of a product, showing its superiority over similar products and demonstrating versatility.
Basically, this is the presentation of the value proposition of a product or service : the benefits that induce a consumer to select this particular offer, leading to the decision to buy.
This part of the AIDA model is sometimes known as a decision. It is that, once the desire has been created, the decision is almost made.
The action takes place in the acquisition of the good or service offered. The message must lead to action. This is where we place the call to action, which is generally located as a link at the end of the email.
This is an e-mail that we write in Sirena under the model A I D A :
Subject: Three common mistakes that prevent your company from selling more
Hello, [Name of person] ,
If you follow us, you will know that we are obsessed with improving communication between sellers and customers.
Our experience working in different industries shows us that there are three universal mistakes that prevent your sales team from performing at 100%. Making these mistakes means that:
- Your salespeople give very little follow-up to prospects, making the conversion of leads to sale low.
- Do not call quickly because they have no way to be notified and everything becomes much more complicated if the lead base is not centralized.
- They get frustrated because they put too much effort into managing leads that are often not qualified.
Imagine being able to solve all these problems and stop making all these common mistakes that we have detected in hundreds of sales teams throughout Latin America.
I assure you that all these problems that your salespeople experience every day are 100% feasible to solve and respond to three major errors that I am going to reveal to you in an online seminar that will be held next week, on Tuesday April 24. >> CLICK HERE TO REGISTER.
P.S. This is an unprecedented seminar in the history of Sirena, we rarely share this material in an online event of this type, so I invite you to register and attend the seminar, since we do not know when we will repeat it again. Reserve your place here.
Among many other tactics, the AIDA model stands out as a very useful element to organize the information that yes or yes should contain a good marketing email.
The subject is as important as a first impression
It is the same as a first date: it is the hook that makes them want to continue with us … or discard us.
According to a study ,69% of people report an email as spam just by reading the subject. 😄🙂😦😨😱
Therefore, here are some tips that helped me achieve an open rate for my emails of more than 60%. 😱 😨😦 🙂😄
I am concise
It is essential to reduce the subject line to less than 10 words. Why? Because I learned that many email clients truncate the subject when it exceeds that number. In addition, they are less likely to open the email if the subject contains more than a dozen words.
The statistics are clear. The open rate of e-mails decreases the more words we include.
Asking a question is a technique that works well in matters, because it encourages curiosity. By opening the email, the customer will seek to answer the question I ask.
Do you need a bigger car? We have the solution.
Do you need to improve your body for the summer? This training works.
All of the above subject lines ask a question, give an answer, and are less than 55 characters long.
Lists, lists everywhere
We all love them. It is impossible not to be tempted, at least once a day, to enter an article / e-mail whose title is a list.
A list gives a customer a subconscious message that the email is organized in a way that makes it easy to read. You’ll be more compelled to open the mail if you know ahead of time that there won’t be an incomprehensible block of text inside.
They have already been seen countless times, but these are good examples.
Top 5 cars for the route.
10 products you can’t live without.
3 ways to save money remodeling your house.
Personalizing is showing that you are interested in the client
Both including the name of the person, how to treat them personally, as “you”, has a positive effect on the open rate of your sales emails.
Opening fee with the name of the person in the matter.
Open rate of e-mails that include the word “you”.
Take care of your body
Once you’ve created a foolproof subject, it’s time to prepare your email body.
Here, a summary of everything to do with the body
to get to summer to sell.
It talks about benefits, not features
Those of us who send an e-mail already know the value of what we offer, but the recipient does not yet. That is why we must explain it to them. The problem is that many emails only explain the feature they offer, not the benefit.
Less is more
One of the worst mistakes email writers make is trying to fit EVERYTHING in one message.
This is something I learned by watching how I personally act on a long message: if I am in the mood to read, I look for general words to understand what the email is about, and in the best of cases, I take some action. But I never read everything.
By typing too much we are making it difficult for a recipient to decide if they want to click, because they cannot quickly filter all the information presented to them.
The statistics show it: an e-mail of approximately 200 words would be ideal, but the further it goes from that number, the lower the chances that the reader will click on the Call to Action.
Pictures and design should not be neglected
That the email has images is important for the visual impact, but you must always bear in mind that the number and size of the images can affect the reading of your message: some mail clients even block those that are too heavy.
Regarding the design, there is also a problem of adaptability: your e-mail must be readable from any device, be it cell phones, tablets, desktops and notebooks.
If I can’t get it to work well for all devices, I usually prioritize mobile: more than 50% of emails are read on these types of devices.
Since I do not know how to design and many times my company designer is busy with product tasks, I use the Hubspot e-mail marketing platform for this. Also other companies such as Mailchimp or Aweber offer similar services.
Have a clear Call to Action
You need to tell your readers exactly what they are expected to do next.
The Call to Action must have attractive information, but without overdoing it. Always in line with the aesthetics of the rest of the email, it is important that a CTA looks large and is easy to identify. Using a button designed with a striking color is a very common practice.
The power of the postscript
Reminding people of the deadline or repeating what they may lose if they don’t accept your offer are examples that work wonders at the end of your message.
⚠️ Attention: up to here, a series of tips to sell more by email. For even more tips, I recommend visiting this article . From now on, I will show the most effective templates that have helped me to increase the conversion of my emails by 60% ⚠️
The email templates that saved my business
When I started with Sirena I had read some of these tips, but to put together a real marketing machine I needed a lot more than that. I wanted this job practically solved because, as an entrepreneur, I also had to take care of other tasks.
Once I was able to put together these templates a large part of my homework was solved. I fondly remember those times when templates saved my company. I carry them in my heart, and I want the same to happen to all of them.
Here are the ones that gave me the most results:
Example 1: generic
Hello, [my client’s name] ,
I know you’re probably busy, so I’m going to be brief.
I work with companies like [ company name] to help them [insert main benefit, p. Eg getting more qualified leads] . What our customers appreciate the most is [main selling point. For example: that our platform allows leads to be attended in less than 15 minutes].
I’d love to give you or someone in your company a 20 minute demo on how we do it. Would next Tuesday or Wednesday be okay?
Example 2: the right person
Hello, [Recipient’s name] ,
I’m trying to find out who is in charge of [company area] in [company] .
Would you mind pointing me to the right person, please, and what is a better way that I can contact them?
Example 3: common industry problem
[Recipient’s name] , how are you?
Because I work a lot with [my target industry] , I constantly follow the industry news. I recently realized that you have [insert company stock] .
Usually when that happens, [business problem] becomes a priority. So I thought you might be interested in finding out how we help [similar company] get up and running quickly and without collateral damage.
If you want more information, let’s schedule a quick call. How about the [day and time] ?
PS: if you are not the right person to talk to, who do you recommend that I talk to?
Example 4: getting back in touch
Hello, [recipient’s name] ,
How are you? I hope it’s ok.
I remembered that the last time we talked you were interested in [feature X] . We have made significant progress on this and the new solution is highly appreciated by many of our customers.
I’d love to share these key updates with you, when available. Please let me know if [date and time] fits your calendar. If not, feel free to suggest a better time.
Please let me know if you have any questions beforehand so I can have those answers at the time of our talk.
You have a good day,
Example 5: objectives
Hello, [recipient’s name] ,
I have reviewed your website and understand that you are trying [to achieve specific objective X] . Without making any assumptions about your business goals, I believe [my company] could play a critical role in your success.
If you are unfamiliar with [my company] , our solution helps companies [what my company does] with three main goals:
[Objective # 1]
[Objective # 2]
[Objective # 3]
If you want more information, let’s schedule a quick call. How about the [day and time] ?
Example 6: benefits
Hello, [recipient’s name],
Hope this email finds you well! He wanted to contact me because [explain how we got their contact information and how we interacted with them: spoke with a colleague, saw their company online, etc.].
[My company name] has a new product that can be of great help to [recipient’s organization name] . This product will allow you:
Let’s explore how [my product name] can specifically help your business. Are you available for a quick call on [date and time] ?
Solve big with small resources
It is known that you can hire someone to write these emails for you or even outsource the work. But it is also true that most companies in the early stages of their development cannot count on this resource and the leader of a small or medium company does not have time for everything.
Therefore, anyone who wants to solve big and does not have a large budget, can turn to these template-based emails and use these simple tips. It is the ideal solution to start. The effort is minimal and the results are instantaneous!
Unless the intention of the reader is to become a specialist on the subject and put aside the rest of the things that you must do for your company. 🤔
- The issue is the first impression. If you don’t present yourself in an attractive way, leads hardly want to continue a business relationship with you.
- The body should not be too long. It is important that you capture interest, arouse desire, and prompt the prospect to action.
- A template or template solves these questions in a simple way. You don’t need to be a professional copywriter to apply it.
You did it, now you know how to write a perfect email. Here’s your diploma.
We are very proud of you.
Do you already know what to do when you get those leads that you wanted so much?
“Sell them”, you say. Did you know that salespeople take days to call leads from digital campaigns? And that many times they do not even contact them?
This is a reality that affects most companies and generates that many clients end up choosing your competition, because they were faster in making the first contact.
That is why we created Sirena, the app that reduces the initial contact time to less than 15 minutes, from the moment the potential client leaves their data.
Companies using Sirena are already improving their customer tracking and selling up to twice as much as before.
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