(Disclaimer: I added “in sales emails” because if you’ve googled this thinking I’m going to show you how to break up a real relationship using email, you are so wrong. Seriously? Who would do that? Sorry. No!)
With the number of “break up” emails being used these days, you’d think they actually work.
Here is why they (almost never) do:
They’re disingenuous. Prospects know they are receiving the “break up” email and are happy, happy, happy you will finally go away.
What is the break up email anyway (for those two of you who haven’t already used it?!) It’s a way to push your prospect into the corner to get them to respond. Because of your frustration after spending so much time or sending so many emails with no response, you give them an ultimatum (which you can see makes absolutely no sense!).
The break up email should do just that. Break up. For now.
It shouldn’t make them so annoyed that they have no desire to remain friends. The break up email provides a hiatus allowing some time to pass until you have a reason to put them back into your prospecting funnel.
Do not – wait, make that DO NOT – email:
The guilt break up: I’ve emailed you X times and tried and tried and yet you’ve shown no interest.
The boss (feel sorry for me please) break up: I’m only asking because my boss said I either have to confirm a meeting with you or stop wasting company time.
The are you dead (because I can explain that) break up: When people don’t respond to an offer as exciting as this, there is usually a good reason. 1. Did you die?
The I’m so clever (and annoying) you’ll want to give me a second chance break up: (This is a riff on are you dead.) Usually people have a good reason for not responding. Pl let me know: The office thinks you’re out with Covid but you’re in Cancun…
Instead, use this authentic process:
1. Start with humility
2. Paint the elephant in the room
3. Open the door for next time
4. Add value.
Here is how it might look:
I’ve likely overstepped my bounds with all the emails I’ve sent. It’s just that I really do believe this service/product/solution is/can X.
It definitely doesn’t seem like now is the right time for you so perhaps we can reconnect again in the future.
Count on <fun/value/productivity/creating memories/saving time> when the time is right!
PS. Based on knowing you enjoy X/your company is Y, I thought you might enjoy this article/video/infographic.
In this genuine break up email, you strategically give yourself permission to reconnect. More, instead of making the other person feel guilty, stupid or dead, you create an easy, friendly path to re-engagement.
Still more – adding value with content (always) shows your prospect you care about their success (because you do!) along with a psychological nudge to reciprocate with kindness.
This break up email works. Try it and let me know.
PS. Would I use the PS? Absolutely! (It’s like a car accident. Even if you don’t want to look as you pass by, you do. And you did!)
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!