The secret to great sales emails

If you want to craft B2B sales emails that convert, the process begins before you type the subject line. We show you the one thing you need for sales email mastery.

In a world where prospects are harder than ever to reach on the phone and too busy for a meeting, email has become the preferred method for reaching out. A great sales email can be a mightily effective tool. It can create a desire for your product, show how you solve a problem and much more. That is assuming it is done right.

You can find a myriad of tips online showing you how to craft an effective B2B sales email:

  • A strong subject line and opening
  • Keep it short and to the point
  • End with a call to action that is easy to follow

The one thing

However, there is one secret that makes crafting high-converting sales emails much simpler.

Know your audience.

The more you know about the prospect you are writing to, the more successful your email will be. In this article, we’ll examine why knowledge is power when it comes to B2B sales emails. Plus, how you can gather the intelligence you need.

Find the decision-maker

You can craft the most effective sales email in the world. It could be an email that pushes all the right buttons, leaving its recipient clamouring to buy your product. However, if you don’t send it to the person who makes the buying decisions, it’s useless. 

When you have a deep understanding of your target audience, you will know that everyone you send your emails to is in a position to act on it.

Craft personal content

The more you know about who is receiving your email, the easier it is to craft content that appeals directly to them. To sell your product, you must solve an unknown problem. Use your knowledge of your audience to pinpoint what that problem is, then tailor your message to explain how you make it go away.

For example, you can tailor your content to your recipient’s job title. CEOs are generally concerned with reducing costs or increasing revenue. Middle management decision-makers are often concerned with minimising risk. When you know this, you can ensure your message addresses these anxieties.

Each industry has its own specific problems associated with it. When GDPR was introduced in 2018, organisations in the B2B marketing industry had to deal with its implications. Find out what difficulties the sectors you are targeting are currently grappling with.

Prospects are fed up with receiving emails that are clearly copied, pasted and sent to everyone. Research by Aberdeen found that emails with personalisation received on average, 14% better click-through rates and 10% more conversions than emails that did not. To have a chance of converting, your content needs to be relevant and personal. This can only happen with the knowledge of your audience.

Tap into what drives engagement

Showing that you solve a problem creates a desire for your product, but there are other reasons someone will engage with your email. When you know more about your audience, you can tap into those primal urges.

Drive curiosity for your product by offering something they do not currently know about. Play on their fears by highlighting outcomes they would prefer to avoid. Build trust by using social proof, testimonials from competitors or thought leaders in their industry. 

None of this is possible without prior knowledge of your audience. The question is, how do you get that knowledge?

Data brings knowledge

That data you use to build your B2B target lists needs to be the best it can be. If it is, you can use it to gain the deep knowledge of your audience you need to create great sales emails.

When your data is up-to-date, you know that the person you are emailing is still at the organisation you think they are, with the correct job title. That means you can be sure you are contacting the decision-maker, as well as being able to craft content that addresses the concerns of people with that job title in that industry. 

You can use B2B data to build ideal buyer personas, consisting of profiles which are similar on many different levels. Profiles in these personas will be facing the same kind of problems and will respond to similar techniques for engagement. 

If your data is of high enough quality, you can use it to create a context for your emails. You can use it to find out when a target organisation is likely to be receptive to your product. For example:

  • They have just received a new round of funding
  • They have appointed a new CEO
  • They are reviewing their Preferred Suppliers List (PSL)

This knowledge gives you the power to craft a message that directly matches their needs and gives them what they want.

Collect data as you go

It’s clear how valuable data is at the planning stage before you start writing and sending your sales emails. However, it doesn’t stop there. You can collect data to analyse your audience’s engagement with your emails. You can find out if they have opened it, clicked on a link and how long they have spent reading it. Use this data to find areas where you can improve. Use A/B testing to evaluate subject lines, personalisation and more.

When you know your audience, you are more likely to craft a sales email that converts them. That knowledge can only come through high-quality data.

To find out more about Cognism and how our data can revolutionise your outbound operation, visit us here.