Yet many of theses emails don’t get past the spam filter. Of
those that do, many are deleted by the buyer before being opened.
Of those that are read, few receive a positive response if
any at all.
Quite often a sales email just warns the Buyer in
advance that someone is likely to cal. It actually worsens the salesperson’s
position as the target can prepare their gatekeepers to repel all boarders or block
any further approach.
On the other hand, researched properly and well written an
email can actually WIN you an appointment of not a piece of business.
1.
DOES THE ENTRY IN THE SUBJECT BOX COMPEL THE
READER TO OPEN OR DELETE I?
Is the email about them just a mass mail out ? Have you included a specific reference to a
situation or circumstance relevant only to someone who understands them or their market ?
Would they care about opening it?
2.
DOES THE CONTENT OF THE EMAIL GRAB THE ATTENTION
OR CONTAIN SOME KIND OF HOOK?
Is the content engaging and properly researched? Does the
email require thought? Are there any facts , figures, weights, dimensions,
percentages or statistics that put into the context of the buyer’s role and/or
the needs of their organisation?
Are there any attachments or links included that enrich your email in terms of of the Buyer understanding of potential
value? If there is an existing relationships or referral that can be used to create trust in you, has
it been used?
(AIDA -The History bit 1890s? 1904? Or 1921? according to Wikipedia
E St Elmo Lewis in 1890s came up principals for an effective advertisement.
The general concept of four steps, however, was in an article by Frank Hutchinson Dukesmith in 1904. Dukesmith's four steps were attention, interest, desire, and conviction.
The first instance of the AIDA acronym was in an article by C.P. Russell in 1921 where he wrote:
An easy way to remember this formula is to call in the “law of association,” which is the old reliable among memory aids. It is to be noted that, reading downward, the first letters of these words spell the opera “Aida.”
"..When you start a letter, then, say “Aida”to yourself and you won’t go far wrong, at least as far as the form of your letter is concerned.."
(the principles still apply to electronic mail)
3.
IS THE LANGUAGE AND STYLE OF THE EMAIL BUSINESS
LIKE OR ‘ TOO SALESY’?
C -SUITE level decision makers don’t like to be pitched at. Hey
are looking for potential business partners and vendors who help them achieve
their desired outcomes. Is the email talking about great products and asking
for an opportunity to demonstrate or is it suggesting a consultative approach?
4. ARE YOU AFTER COMMITMENT OR IS THIS MERELY AN INFORMATION EXERCISE?
Is your email suggesting
specific actions and timings? Have you maintained control or are you
just waiting and hoping for a response?
Related links
Leveraging emails for better sales 10 ideas
The death of email?
Microsoft Outlook Business News Letter Template
Microsoft Outlook Event Flyer
Hi there! Good article, I'm actually trying to setup e-mails in Microsoft Dynamics AX. Anyway, if you want to know more about main principles in email introductions, I recommend you to visit: email introductions - main principles. I read there a lot of useful informations.
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