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.