There has been a long-standing debate around sales calling vs emailing. 2020 has forced us to test this, with many people shifting to remote working and not being at the office to answer calls.
With the increase in remote working, cold calling has become a less frequent and favoured outbound option. Sales representatives are finding it increasingly hard to directly reach and speak to prospects, with unanswered lines and full voicemails becoming a common finding. This has resulted in the need to push outbound sales efforts through other channels.
As reported by Hubspot, 78% of marketers have seen an increase in email engagement over the last 12 months. The likeliness of having an email read over having a call answered has increased dramatically, with emails being delivered directly to the recipient, avoiding the dreaded switchboard smoke screens. However as more and more people realise the power of emails, inboxes are flooding! So what now?
Now, you need to stand out and get read!
The following tips can help you to stand out and increase the chances of having your email read.
Attract attention with the Subject Line
• Ensure that you have a strong, relevant and captivating subject line. Personalisation can be a great touch, however, there is a fine line with being personal and looking like an auto-responder. Test subject lines and see which works the best. If at first you don’t succeed, test again!
• Personalise your copy. I like to include 2 personalised elements in my copy, show that you know who they are and have put in the effort to reach out to them
• Humanise your copy. This can be done by adjusting the tone, adding in a point of conversation, or even using humour in your messaging.
• Add a video! Can it get any more personal?
• According to MarTech, adding videos to your emails can increase click rates by 300%
Use pain points for power
• Don’t be afraid to highlight pain points – this will attract attention, create relevance and ultimately gives you the opportunity to showcase your solution and value.
Get your timing right
• Test timings to see which works best – try to catch them first thing in the morning, reach them during lunch time when prospects may be a little more relaxed and checking emails, or try sending an email in the evening with the hopes of being at the top of the mailbox in the morning.
• The day of the week can also play a massive role with being read and receiving a response. Some sales representatives avoid sending emails on a Monday and Friday due to them being common leave days for long weekends, as well as busier days with planning and catch up, and Friday often being an early finish day too. Once again, the key is to test what works and which days generally receive the most responses.
Make sure you are reaching the right person
• It is incredibly important to make sure that you are reaching out to the right person. If you are not sure, ask! It is great to personalise your email asking if they are the right person, or asking for a referral if there is someone who would be better to speak to.
As you would do with cold calling, pay attention to what works! From your intro and greeting line, to the topic points which generate the most interest. When do you commonly get a response, who is responding and what is compelling them to reply? Refine your message and plan and incorporate these in your copy in order to stand out and get read.