The Introductory Sales/Marketing Email: Getting Your Message Out

Email, whether it’s from a salesperson trying to get a meeting or from marketing trying to generate leads is vital for getting the word out. However, it’s only a useful effort if it gets read and it’s only effective if it is done well. It MUST convey the gains the recipient will realize by using your product or service, but there are practical hurdles to getting your message communicated.

 Spam Filters and Subject Lines:

1. Your email has to get past spam filters. To do this it’s best to avoid:
   • Sending an initial email with an attachment. Filters look for unrecognized email addresses. Couple that with an attachment and your email is toast
   • Avoid using words in the subject line that trigger filters. Terms such as: “Discount”, “Special Offer”, “Pricing”, etc., will send your email to the Land of Junk Mail
   • Your company name in the subject line may or may not activate a spam filter. I suggest avoiding it unless you are a market leader.
2. Enticing people to read the email: The Alluring Subject Line
   • The goal is to get the viewer to open your email. The way to do that is convince them via a subject line with impact that there is worthwhile information inside.
   • Unless you are a market leader the name of your company will not help. Will they care if they see, “New Product from Unknown Company”?
   • Avoid product names unless they’re well-known; the product isn’t compelling.
   • What IS compelling is how they will benefit. The Subject Line MUST contain something of meaning to them and to their work. For instance, if one is marketing to geneticists, the subject line, “10X More Effective PCR” WILL get their attention whereas “Reagents for PCR” ensures a quick trip to the “deleted” folder.

Email Content: Grabbing “Mindshare”

1. Make an Impact. This is your first (and possibly last) chance to get them to listen.
   • Focus on THE CUSTOMER and how the service/product will help them succeed
   • Focus on how using your technology to do “10X more effective PCR” will be a boon to their research.
   • As tempting as it may be, avoid technology discussions in initial emails and a list of features/benefits
   • It’s about THE CUSTOMER and THE BENEFITS that they will experience.
2. Be Succinct: They’re busy and will devote little time to reading. If it’s long they may hit delete without ever reading or, at best, make it only part way through. Hit ’em hard and hit ’em fast.
   • Introductory sentence regarding your 10X PCR improvement
   • 3 sentences about how your product will help their research and enhance their success
   • 4 bullet points to drive home the points powerfully and succinctly
   • One sentence validation about publications, other users, etc.
3. Call to Action: The purpose of this email is not to inform, it is to create leads and sales opportunities. You must have a call to action (“To learn more, visit…”) or a promised action from you (“We’d like to explore your research and discuss how we can help…”)

Getting Results

Turning Your Email into Results requires focus and follow up both of which should be directed at the customers’ needs and the way their research will benefit. After all, they are not shopping for products; they are working to find solutions.

Be the messenger of the solution to their problem.