Today I’m writing about the most successful business email template I have ever created. The tricky part is that this email format was only successful because we had a few years of product development and marketing to back up our claims. Get your products and marketing message right before you try this at home.
Breaking down the successful email components
Before I get to the individual components of the email, it’s important to note that this was not sent as a blast email. Instead, I’m laying out the template for an email you can use over and over again to get appointments. Then if you have the right offering of goods and services, those appointments can turn into sales. This is a tool for personal selling more than mass marketing communication; but I’m sure it could be adjusted to work for that as well.
A well written subject line is a requirement to get the email opened. If you can’t get them to open the email, you will never make it to the request for action that will result in a conversion (i.e. a scheduled appointment in this case). The subject line that worked for me looked something like this:
I’d like to introduce you to [insert your product or service name here]
While you will be able to use most of your email template over and over, this is the section that lets the reader know it was not sent as a blast email but instead was hand-crafted just for them. Try something like this:
I know we haven’t talk in awhile but I heard [your company name] just purchased a new [scan press releases to figure out what goes here] and as a result have some news about us that should interest you.
Finally, we are to the easy part. These next three sections can be used over and over and over again. Here’s sort of what mine looked like:
Over the past few years [your company name] has been working on the component modules of [your cool new product or service goes here] project. Since [time frame] we’ve been introducing selected industry leaders to our new [your product or service]. The [now you are on you own but you should have the idea by now].
One of the things you’ve done here is bait them because you’ve included them with select industry leaders. The tricky part is you need to mean that. This email only works if it goes out to those at the top of your prospects list in both purchase potential and job title.
Now it’s time to hook the prospect. It’s not really that difficult if you lead this section off with the feature and benefit if your new product that most directly addresses a current industry-wide pain point. I know, that’s easier said than done; but remember I also said this email only works if you’ve done the product development necessary to back up your claim. You’re not putting lipstick on the pig here. You have grade A bacon in the case ready to sell. Mine looked something like this:
The centerpiece of the solution is [your pain point reducer goes here] which allows [your brief explanation of what it does goes here]. For example, [a brief example of how it works goes here].
Wrap it up
By now you either have them hooked or you don’t. If you don’t, the rest does not matter. If you do, it needs to be brief so you can get them to the request for action which will lead to a conversion. In my case the conversion was the scheduling of either a WebEx meeting or a face-to-face meeting. My success rate with this email has been more than 90 percent, so trust me this section – while not fluff – isn’t all that important. It’s a transition piece which gives them a little more meat on the bone with which to make their decision to act. Mine looked something like this:
We are also in the process of [description of another products about to be released]. Finally, [description of a product that has been recently improved or updated].
This section lets them know your company is not a one trick pony; but instead is working on integrated solutions and you understand how they all work together to help the prospective client.
Request for action
This part is simple. Ask for a meeting at a specific time. Ask that they reply even if they can’t make it so you can continue to fill your schedule. Mine looks like this:
If you are interested, we can schedule a brief 30-minute Webex on [date/time] to introduce you to [your new product name]. Please let me now either way so I can continue to book my schedule.
In 25 years of selling, I’ve never had a meeting request work this well. Heck, I don’t know if I’ve ever had a marketing message convert at a 90 percent rate. Just remember you have to be able to back up this email with substance or you are putting your personal reputation and that of your company on the line.