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  • Writer's pictureBenny Fluman

Enhancing Your Sales Emails: A Guide for B2B Leaders

Updated: Jan 29

Subject: Crafting Sales Emails That Captivate B2B Leaders

In our quest for effective sales communication, the power of a well-crafted email cannot be overstated. To guide you towards success, I invite you to delve into the insights shared in this newsletter.

Creating a sales email that truly drives results is a nuanced endeavor. In 2023, a staggering 347 billion emails were sent globally each day, with projections expecting this number to reach 433 billion by 2025 (Statista). In such a crowded digital space, an effective "customer journey" process becomes paramount—an ongoing strategy that not only raises awareness but also establishes authority to prompt meaningful engagement and potential purchases.

While this article does not delve into the intricacies of a customer journey, it provides practical tips for constructing inquiries that resonate at various stages of customer acquisition.

Key Takeaways:

1. Purpose

Clearly defining the goal of your email is essential. Understanding how this tool fits into your broader strategy, coupled with additional tools, is crucial for generating purchases from potential customers.

2. Establishing Connection

Given the avalanche of emails people receive, including a reference to your previous interaction helps in establishing a personal link. Mentioning mutual acquaintances, past events, or shared recommendations adds a touch of familiarity.

3. Articulating Intent

Clearly stating the purpose of your follow-up message from the outset prevents your communication from appearing untrustworthy or vague. Transparency is key.

4. Crafting a Captivating Headline

Much like writing an article, focus on the content before creating the subject line. Use concrete details, a sense of urgency, or even omitting the subject line altogether for creative engagement.

5. Sending the Follow-up Email

Ensure your follow-up email is structured to encourage customer updates on the status of a quote. Keep it personal, concise, and maintain a respectful and professional tone.

Conclusion: Keys to Success

The success of your sales email lies in defining its purpose, establishing a personal connection, crafting an engaging headline, providing valuable content, and planning follow-ups effectively. By adhering to these principles, you significantly enhance your chances of turning inquiries into paying customers.

In conclusion, follow-up messages play a pivotal role in converting leads, fostering new business relationships, and ultimately sealing deals. Crafting an email that stands out requires careful consideration of its target, context, purpose, and a compelling subject line. These elements, when aligned, ensure your recipients not only open but respond to your emails, propelling your sales efforts to new heights.

I trust these refined insights will serve you and your community well in navigating the competitive landscape of international markets.

Best regards,

[Your Full Name]

[Your Position]

[Your Contact Information]

Use case 1: After the initial meeting

You met with the prospect and went through your sales pitch. You had a great meeting and left feeling confident that you initiated a deal. Three days later, however, you still haven’t had a response.

This is the classic “gentle reminder” or “touching base” email. The key here is to move the last conversation forward and provide a concrete reason for a response. Use one of these sales follow-up email templates to show prospects why they should buy from you.

Email subject line: Are you ready for a follow-up?

Email subject line: Good news! I have the info you requeste

Use case 2: Confirming details of value-based pricing

When you’re selling a product or service that requires a bespoke proposal or price, you’ll need to follow up after the initial meeting. This is your chance to sell your services (again) and reiterate the pricing options.

Here’s an email template you can use in this situation.

Email subject line: Here’s the pricing information you requested

Use case 3: Following a trigger event

If your analytics show that a prospect opened an email, clicked on a link and visited your site, you need to strike while the lead is hot and give them a clear call to action. That way, you’ve got a better chance of moving them through your sales funnel.

Take a look at these templates for some inspiration.

Email subject line: Do you want more information?

Email subject line: I see you’re interested in [company name]

Use case 4: A prospect needs to consult with colleagues

In some cases, the person you met with initially isn’t always the final decision-maker. This means they need to go away and consult with colleagues and/or members of higher management.

Here’s a template for this case.

Email subject line: Do you (or your colleagues) need more information?

Use case 5: After meeting at a trade show, networking event or conference

Trade shows and conferences are great places to network and gather leads. If you pick your events correctly, you’re most likely hitting your target market right in the sweet spot.

They’ve entrusted you with their contact details and shown an interest in your product or service, so you can now send a follow-up email. This initial email is a great opportunity to give them some more information and background on your product or service.

Here’s an example of how to craft this email.

Email subject line: Following up from [insert event name] – here’s the information I promised!

Use case 6: Immediately after leaving a voicemail

If you try to get a hold of a lead but don’t have any luck, you’ll probably leave a voicemail. In this scenario, it’s always a good idea to also follow up with an email.

A voicemail followed by an email gives the prospect an extra nudge. It shows that you’re committed to getting their attention and puts you at the forefront of their mind.

Take a look at this example to see how to craft a cold email for this situation.

Email subject line: I just tried to call you

Use case 7: Mistaken identity

Finding the right person to talk to is half the battle when it comes to sales.

If you’re talking to the wrong person, it’s important to find out sooner rather than later. That way, you can spend more time focusing on converting the decision-maker.

Take a look at this email template to see how to ask a prospect if they’re the right contact (and who you should be talking to if they’re not).

Email subject line: Can you point me in the right direction?

Use case 8: Following up the follow-up

What about how to follow up on an email? If you’ve already sent a follow-up email but haven’t heard back, it’s time to follow up again.

Sending a curious or informational follow-up email after no response to your original email can keep a lead moving through the pipeline.

Here are a couple of templates to help you tread the line between being pushy and gently nudging the prospect in the right direction

Email subject line: A few things you may not know about [company name]

Email subject line: Still hoping to connect with you

Use case 9: Offering a free sample, test, or demo

To hook your prospects further into the sales funnel, you might want to offer a free trial of our product or service.

This template is a great example of how to offer prospects a trial of your product or service.

Email subject line: A gift for you and your company

7 steps to putting together a brilliant sales demo

Use case 10: To push your features and USPs

To show prospects what they’re missing, use a follow-up email to promote your key features and unique selling propositions (USPs) by sharing relevant content from your company. This informational follow-up email template is a good way to promote your services without seeming too boastful.

Email subject line: [Content title, e.g. “10 ways Pipedrive boosts your bottom line”]

Use case 11: The final try

If you’ve followed up multiple times and you’re still not getting a response, you might have to end the prospect’s journey. As a result, you’ll have more time to focus on quality leads that are more likely to make a purchase.

And sometimes, the best way to get a response is to tell them you’re leaving. Sprinkle a little humor on top and you just might tear down their walls and get a response.

Here are a couple of templates you can try if you find yourself in this situation.

Email subject line: It’s really lonely out here

Email subject line: Can I close your file?

If you are interested in recruiting more customers organically,

We are at your disposal.

For a presentation about our services link.

You are invited to arrange a telephone/online conversation at a time that suits you at this link and we will ask you smart questions😊

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