Getting It In Writing

5 Steps to the Perfect Sales Email

Not all email is created equal, and that's the reason you wouldn't send the same email to a new prospect as you would your old Uncle Ned. If you've got something to sell--an idea, a meeting, a product, or even yourself--and you want to do it by email, keep these five step-by-step instructions handy:

STEP 1: Research Roundup. The first step in writing the perfect sales email is to not write anything until you're prepared. It only takes a few minutes to Google the background of your recipient and gather other facts or trigger events to provide context and legitimate reasons for making contact.

STEP 2: Subject Scrutiny. You won't close a deal on your first email, so focus exclusively on getting a response. The subject line has one purpose and one purpose only: to get the recipient to read your email. Be as direct as possible:

Question about [personalized topic]
Idea for [something important to them]
Fred Jones said I should get in touch
Janet, quick question for you

STEP 3: For Openers. Don't start by introducing yourself, start with something you noticed about them (a blog post or news item), something you have in common (mutual membership), or someone you both know--your reason for writing:

Janet, I noticed you...
Bob, Fred Jones mentioned that...
Mike, Congratulations on...

STEP 4: Connect the Dots. The main body of your email is where you should show your value. Remember, it's all about response--so start a dialog by asking an insightful question. This highlights your value better than a long list of qualifications or product benefits.

STEP 5: Focused Farewell. In addition to "Sincerely" your salutation should be short, be in plain text with your contact info (no obtrusive logos), and include a link to one online profile of choice.

Feel free to pass these tips along to your team, clients, and colleagues.