Do your emails get results? Do they create action? Do they even ask for a next step?
Over the past two weeks, I’ve worked with SDRs, event planners, sales managers and HR professionals. When I asked each group how often they thought others understood the intent of their email messages, most thought they were understood at least 80% of the time. In one group, 100% of their team believed they were understood at least 80% of the time. Hahahahaha. (Research with other 30,000+ – both internal and external – found email intent is understood just 52% of the time!)
Then I started looking at result rate. If result is measured by moving the reader/buyer/client to the next step, it took an average of four emails to get a response (from someone already interested) – and more to get to an actual next step.
Beyond overestimating ability, what is happening?
In my review of their emails, the answer became clear: Writers are not making clear or asking for what they want.
Because they think the reader understands their intent, it’s logical that they – you! – also believe the reader can also read minds and will magically take an action!
So right now – Please pull up the last three emails you sent.
How clear is the next step?
How easy did you make it for the reader to act?
Who has to act?
What exactly will you/they do?
How respectful of their time is the next step?
And is there a reason for them to take it?
If you want my professional opinion, be bold and brave! Post your “action” statement – your call to action – here and I’ll comment on every one.
Use your email to advance to the next step respectfully and successfully to serve more clients and win more business.
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!