The Green Sheet Online Edition

February 27, 2017 • Issue 17:02:02

Boost Your Biz
Email prospecting tips that work

Getting prospective merchants to open emails is no easy task, especially considering the average businessperson's inbox receives roughly 150 messages daily, and about half are deleted unopened. To navigate past Spam filters and the scrutiny of busy professionals can be tricky. However, there are proven strategies sales teams can use to make email outreach programs more effective.

To increase the likelihood your email message will be opened and read, experts recommend the following tactics for catching recipients' attention with strong subject lines:

• Keep the subject line short: Use 50 characters or fewer. That way the message won't get cut off, which is particularly true for smarphone users, and your target audience can view the entire subject line in the instant it takes to separate messages of potential value from those destined for the trash bin.

• Create a sense of urgency: Employ action-packed words. Words like "urgent," "important," "watch," "get" and "save" compel recipients to act. But don't overdo it. Using all caps can be off-putting. On the other hand, words to avoid include "free," "help," "reminder" and "percent off," which are likely to enter the Spam folder.
• Use numbers: When a subject line includes numbers, such as "5 ways to improve retail traffic," recipients are likely scan the email's content for possible ideas.
• Say what's in it for them: Mention how your product or service will benefit the recipient, and expand on the benefits in the body of the email.

Experts also advise sales agents to personalize the "From" field in emails to avoid ambiguity. Start with your full name and company name. That way, recipients will be able to google your company to ascertain that a legitimate person and company sent the email.

Once your subject line and "From" field pass muster, keep the inside message straightforward. Include a call to action and deadline, especially if you offer an incentive.

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