Spray and pray.
Throw it against the wall and see what sticks.
Whatever you call it, if you’re mass blasting – 50 – 100 emails each day – first, you have my sympathy. Second, stop it.
Yes, I understand your sales manager or AE is telling you it works. And it likely did – for them. But it’s a frustrating waste of time and talent (that’s you!).
Please know fake personalization is also a waste of time. You know what I mean – pretending to personalize by using their name or faking the “research” you claimed to do.
And while we’re at, ditch the I-am-your-BFF-but-you-don’t-know-me-yet-but-buy-my-product opener:
I hope your weekend was a great one. I see you are from New York and I am too. Small world, huh?! I’m writing to you today because we sell…
I admire this attempt because at least the sales professional tried to bring in some personalization. So why the fail? A focus on one line of personalization with no connection. (Kind of like saying, “Great sweater and here we have these lovely knives for sale!” Zero connection!)
So what connects NY, for instance, and the product you’re trying to excite them about? There are so many ways to authentically connect to engage prospects.
Create an authentic link.
The key is to relate whatever bit of personalization you’re using, to them. Here are three examples to give you a start:
Based on my research in LinkedIn, I noticed you’re from New York (I am too!). Coming from the northeast, it’s likely you’re already familiar with— (Then, your product or service.)
While researching on LinkedIn, I saw XYZ’s posting for an SDR in the New York area. It gave me an idea your company might be looking for — (Then, what do you do that is focused on helping the company grow/onboarding new associates/training for success?)
Your company’s billboard on the Long Island Expressway near the East Meadow exit made me laugh out loud! Thanks for that (glad I wasn’t drinking coffee!) and it made me think that bringing fun and excitement to your team must be highly valued. (Then, what do you do that brings fun and excitement?)
Go ahead! Your turn. It’s easy to follow the pattern.
It’s worth the effort because with a few simple tweaks you can use it again and again to save time, boost productivity and dramatically increase positive response rates.
Finally, would you do me a huge favor and post, message me or email (Sue@SpeakerSue.com) what you came up with? Thank you for letting me know you’re learning new ideas to get best results.
Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.
It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!