9 Best Practices for Successful Prospecting Emails
Posted: Sat Dec 21, 2024 3:47 am
The prospecting email is surely the most important email you will send to your prospects. Establishing the first contact and thus the first impression on your activity and your company, it should in no case be written and sent haphazardly as some do with their mass and non-targeted sending! A real strategy as well as a quality argument must imperatively be developed before even thinking about "prospecting". To avoid losing all credibility on the part of your future customers, here are our 9 best practices for creating impactful prospecting emails.
Above all, be GDPR-friendly!
In the era of GDPR , you can only send emails to people who have given their consent to receive electronic communications from you . Sending your newsletters and promotional emails to people who have never intentionally asked to receive them exposes you to potentially very severe sanctions . To be GDPR compliant, use a consenting database! How to get one? Via forms on your website with checkboxes (also called opt-ins) clearly validating your lead's wish to receive communications from you.
In any case, include the unsubscribe or preference how to build phone number list management link in your emails.
Determine the goal of your email
Now that you are sure (and certain!) that the database you are going to use for your prospecting emailing is "GDPR compliant", let's move on to the strategy.
Who says strategy, says “objectives”.
So determine the UNIQUE, clear and precise objective of your email. An email cannot have more than one objective, at the risk of losing your reader. Your objective constitutes your “call to action” or CTA .
Here are some examples of email objectives:
make a telephone or physical appointment
registration for an event (webinar, participation in a trade fair, etc.)
know the progress or obstacles of a sales process (to help you adapt your communication and your speeches to the prospect concerned)
downloading premium content (commercial brochure, e-book, video, etc.)
signing a quote
mobile-prospecting-email
Be interesting before you are interested
According to a study conducted by Statistica , 1.4 billion emails are sent per day in France. This represents an average of 33 emails per user per day.
So your prospects receive many prospecting emails per day. Often the same emails, coming from the same tools, written with the same AI... It's exhausting and above all, these days, increasingly poorly perceived.
Differentiate yourself from the clichéd but common “we’re the best” prospecting emails by taking a more “here’s how our product/service can help you solve your problem” approach. In other words, rather than touting your products, brand, and services, talk to them about things that matter to them:
Their issues, current projects, objectives and challenges
News about a competitor or their industry
Offer a free service that could solve one of their problems
How did you help company X solve these problems?
Above all, be GDPR-friendly!
In the era of GDPR , you can only send emails to people who have given their consent to receive electronic communications from you . Sending your newsletters and promotional emails to people who have never intentionally asked to receive them exposes you to potentially very severe sanctions . To be GDPR compliant, use a consenting database! How to get one? Via forms on your website with checkboxes (also called opt-ins) clearly validating your lead's wish to receive communications from you.
In any case, include the unsubscribe or preference how to build phone number list management link in your emails.
Determine the goal of your email
Now that you are sure (and certain!) that the database you are going to use for your prospecting emailing is "GDPR compliant", let's move on to the strategy.
Who says strategy, says “objectives”.
So determine the UNIQUE, clear and precise objective of your email. An email cannot have more than one objective, at the risk of losing your reader. Your objective constitutes your “call to action” or CTA .
Here are some examples of email objectives:
make a telephone or physical appointment
registration for an event (webinar, participation in a trade fair, etc.)
know the progress or obstacles of a sales process (to help you adapt your communication and your speeches to the prospect concerned)
downloading premium content (commercial brochure, e-book, video, etc.)
signing a quote
mobile-prospecting-email
Be interesting before you are interested
According to a study conducted by Statistica , 1.4 billion emails are sent per day in France. This represents an average of 33 emails per user per day.
So your prospects receive many prospecting emails per day. Often the same emails, coming from the same tools, written with the same AI... It's exhausting and above all, these days, increasingly poorly perceived.
Differentiate yourself from the clichéd but common “we’re the best” prospecting emails by taking a more “here’s how our product/service can help you solve your problem” approach. In other words, rather than touting your products, brand, and services, talk to them about things that matter to them:
Their issues, current projects, objectives and challenges
News about a competitor or their industry
Offer a free service that could solve one of their problems
How did you help company X solve these problems?