SPAM filter Not Your #1 E-mail Enemy

Vague, Verbose Content Kills Sales E-mails

If your sales e-mails are falling flat, the SPAM filter may not be the culprit. These useful marketing communications are often rendered ineffective due to poor content and style.

To help you trim the fat from your e-mails, Jim Logan, founder and principle of JS Logan, analyzes a sample sales e-mail in a recent blog.

Logan’s editing advice includes:

  • Never open with “Hi, my name is xxx, and I am contacting you on behalf of xxx.” No one really cares. The reader wants to know why you are writing to them and what you have that they need.  Lose “on behalf of” in favor of “because.”
  • The e-mail Logan uses as an example also says, “As an affiliate network, you know the importance of…”  The reader is not an affiliate network. Instead of broad stroking an audience with a label, state the benefits of reading more, the value of what you are offering and the consequences of not using what is offered.
  • Be specific when it comes to what you are offering and explain exactly what the benefits are. Make sure the reader knows what you are selling and what it will do for them.
  • The sample e-mail also says, “Our platforms can be easily white labeled and we offer dedicated account support and easy campaign setup.” What is the value to the reader? Do they understand what that means? How will that statement help the reader’s business? None of these questions are addressed by that sentence. Lose all vague statements.
  • Conclude your e-mail with confidence and a call to action.  Closings like, “Any consideration is greatly appreciated,” make you sound desperate and weak.

You may have something great to offer, but the lead will never know it, if your sales jargon and meaningless content inspire delete, instead of delight.

vickilynn
vickilynn
Blogger

Vickilynn is a Novelist whose first book "Waving Backwards" was published in July 2015. She is also a Blogger at Adoptionfind Blog. Previously, she was a Freelance marketing copywriter at OpenView.
You might also like ...
Product-Led Growth
Treating Your Data As A Product: Layering Product-Led Growth On A Tech Stack
Product-led growth (PLG) thrives on data. But as anyone who’s worked on a company's customer relationship management (CRM) tool like...
by Sam Richard
Sales
Value-Based Selling at monday.com: Solving Problems, Earning Trust, and Growing Accounts in 5 Simple Steps
When I joined monday.com nearly seven years ago, I was the 16th hire and was excited to be transitioning to...
by Aron Vuijsje
Product-Led Growth
Building Sales Teams From The Ground Up In PLG Environments
I’ve spent over two decades in sales, starting in the nascent enterprise SaaS world at an early-stage startup going through...
by John Eitel