Many “cold” emails look like that one, and we guess that most of them are never replied because they are too flattering. It is based on the so-called “Hey, you’re awesome!” technique, according to Darius Foroux
. You start your message with something nice and then smoothly come down to your offer.
This technique needs a lot of effort and probably knowledge in the field of psychology. It is not good to say something flattering if you don’t mean it. It is better to express a compliment phrase without asking for something in return.
Sure, the compliment technique works in many cases, but not with people who get dozens of similar emails every day. So, be honest with your client, and write directly about your case.
Clean and customize your subject line
How many times have you opened an email just because of an interesting subject line? An attention-grabbing subject line increases the chances of the message being opened and read by 90%. A top skill in email marketing is making a subject line clear and customized and then the client will understand the topic of your email.
The subject line should stand out from other emails in the inbox. No one likes misleading emails! Work towards making your subject line descriptive.
Daniel H. Pink
, an author of several bestsellers of management and behavioral science, wrote that there are three principles that help to write a strong subject line: utility, curiosity, and specificity.
Let’s look at the bad and good examples:
Bad: “Awesome email you don’t want to miss!”
This subject doesn’t explain what’s exactly “in the box” - and that’s the problem. Besides, an email with similar text in the subject line looks “spammy” and is likely to be moved to a Trash folder.
Remember that unless the subject line is clear and explicitly explains the point, your email remains unread or spammed even if it features really awesome and useful content inside.
Good: “A marketing opportunity for ABC Company (that doesn’t suck)”
This title tells the recipient that this email is about marketing. Specifying the company name, you show that the email is customized.
The part with “doesn’t suck” will draw the attention and set you out from the rest emails. As you can see the title follows the three Pink principles of the strong cap.
Be easy with a follow-up email
Just deal with it, most pitch emails that you’ve sent will not get a response. That is natural! If it bothers you so much, then make a research, maybe your follow-up email is a little pushy.
Make necessary corrections and keep on working. If you don’t get a response, it doesn’t mean that you’ve got a refuse. You can wait for a week and send another pitch with a specific offer or description of some values, maybe just sharing some new information to help the client make a decision. Calling or writing to your client just to check in or touch base over 24 hours is too much.
So, keep in your mind, sending follow-up pitches is for annoying salespeople. Don’t use these two words (follow up) in your email. Try different approaches to craft the email. Be patient and think outside the box.
This is the main key to a successful pitch email. There is no prescription about how to create an email that really works whatever happens. A chance of attracting the customers increases with the experience.
Traditional marketing theory is based on impressions and conversions. It’s necessary to remember a human factor if you want to build long-term relationships with your audience. Before you start creating an email, make a research to understand your clients and “make” them want to continue the conversation with you.
Brevity matters for sales pitching. Talking too much about your company and not listening enough kills your sales. Simplicity is the key to your success.