In terms of prospecting, if an email is quick and inexpensive, the study entitled "Email Marketing attitude BtoB 2016 by Sncd" showed that 43 emails on average arrive in a professional's inbox, including 10 are of an advertising nature. It therefore seems difficult to capture their attention given the quantity of messages. Today, we invite you to discover the techniques for writing a powerful email that your recipient will enjoy reading.
A striking object
Having good content is an obvious requirement, but it's not enough knowing that in less than four seconds, a person decides whether they will read your email, ignore it or simply delete it. Your first objective will therefore be to arouse the interest of your potential readers so that they open your message. This is why the subject line of the email must attract attention. To encourage people to open the email, the subject line must ask a question, create an emotion, evoke a state of emergency, etc.
Please note that each email must include a subject line that matches its content. The issue is not the same for a follow-up email and a first contact email, for example.
The subject line of a first contact email is trickier to write. In practice, an object in the form of a question attracts more, by including a touch of personalization .
Examples :
- Daniel, need a new family vehicle?
- No presents for Christmas yet?
- Benoît, want competent computer graphics designers?
A subject line with a recommendation underlines the credibility of your message. Mentioning a common contact increases the chance of your email being read. The technique of creating mystery can also arouse the reader's curiosity.
For a follow-up email , the objective is to move the prospect in the purchasing process . The prospect is already interested, but still needs a nudge. The object must be light , friendly and must respond to a subject discussed in previous discussions.
Use of GDPR
Thanks to digitalization, it is possible to acquire and record data about your customers. But the manipulation of this data is governed by supranational law (law which goes beyond state limits and is not subject to the vote of heads of state), adopted in April 2016 and which came into force on May 25, 2018. It aims to strengthen individual rights for the collection and use of personal data. This is the General Data Protection Regulation (or GDPR) . The use of this data allows personalization of offers to ensure they are read and receive feedback. In fact, a person who has given their consent to receive your messages is more likely to react to your requests.
Email structure _
- The presentation : make a short presentation so that the prospect knows who they are dealing with. It must essentially contain your first and last name, as well as the name of your company (possibly the nature of its activity).
- The introduction : allude to your prospects' problems. It has 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 : it is the concretization of your approach. It can initiate a dialogue or lead to registration. To do this, you can add links in your email.
- The signature : it must arouse the desire to interact with you. Remind yourself of your mission in one sentence. Always give the choice of several means of contact (telephone, e-mail, social networks, etc.).
The content of the email
It must be short, breezy and easily readable on all media (PC, smartphone, etc.)
- A single objective: the email must contain a single and concise subject, so as not to lose the reader. The end goal is to call for action : an appointment, registration for an event, signing a contract, etc.
- Work based on customer files: also known as CRM , it allows you to know the personal data of your interlocutor and therefore to adapt your messages to their needs. A prior analysis of your prospects is therefore indicated. This personalization will ensure the relevance of your email. Here, don't forget to go through the segmentation step upstream.
- Interesting content: before pushing to buy and praising products, take an interest in the prospect's problems, their objectives and their projects. Offer a free service to solve one of their problems. The goal is to offer solutions related to your business. Also, the content should not only show texts. The visuals will also be useful, because they are very attractive.
Email automation
Automation improves the productivity of your team, particularly for follow-up or first contact emails. However, even though the content will be pretty much the same, always remember that you will need to add a personalized touch.
There is software that calculates your open, response and responsiveness rates. This will allow you to know the performance of an email and possibly correct it.
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The relaunch studied
Setting up reminders is necessary, after giving your interlocutor time to react to your email. A period of seven days is reasonable for this. A second relaunch may be considered. break up email (one last chance). The purpose of this email is to find out the reasons why the prospect no longer responds. If he answers it, it will help you improve your approach.
The objective in sending a prospecting email is to secure an appointment , move forward in the purchasing process or finalize a transaction . But in any case, it's not about coming across as spam. For the prospecting email to be effective, its content must be relevant. Personalization is a key to hooking the interlocutor. But continue to send new emails to identify the most effective ones for your target prospect.
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