The Anatomy of a Perfect Email: How to Write Messages That Turn Into Sales
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This document outlines the essential elements of writing effective marketing emails that drive sales. Key strategies include grabbing attention with a compelling opening line, focusing on the prospect's needs, providing clear calls to action, and ensuring the message is concise and easy to understand. It emphasizes the importance of value-driven offers and the need to minimize friction for the recipient to encourage engagement.
![The purpose of email marketing isn’t “TELL & SELL”
FACT
Dear [NAME],
Our awesome company is the industry leader.
Here are all the ways our product is awesome: It’s fast. It’s powerful. It has
a thousand cool features. And did we mention that it’s awesome?
Click here to buy it today!
Sincerely,
Joe Jones
www.awesomecompanyinc.com
Um, no thanks.
DELETE!](https://image.slidesharecdn.com/howtowriteemailsinsidersslides-160413124101/85/The-Anatomy-of-a-Perfect-Email-How-to-Write-Messages-That-Turn-Into-Sales-2-320.jpg)
The Anatomy of a Perfect Email: How to Write Messages That Turn Into Sales
- 1. The Anatomy of a Perfect Email: How to Write Messages that Turn Into Sales
- 2. The purpose of email marketing isn’t “TELL & SELL” FACT Dear [NAME], Our awesome company is the industry leader. Here are all the ways our product is awesome: It’s fast. It’s powerful. It has a thousand cool features. And did we mention that it’s awesome? Click here to buy it today! Sincerely, Joe Jones www.awesomecompanyinc.com Um, no thanks. DELETE!
- 3. Your challenge: lead your prospects on a journey up CONVERSION MOUNTAIN. But be careful! They could fall off at any point. This opening line is boring. DELETE! This message doesn’t speak to me. DELETE! What’s in it for me? DELETE! It’s not clear what I’m supposed to do. DELETE!
- 4. Help your prospects make it to the top with... A MESSAGE that highlights a problem your prospect is facing... and leads them to your solution REACH THE SUMMIT An OPENING LINE that grabs your reader and encourages them to read further An OFFER that provides value to your prospects and gives them a reason to act A clear CALL TO ACTION that makes clicking, responding, or calling a natural and easy next step
- 5. Start With Your Offer STEP 1
- 6. …I’ll have a reason to CALL, CLICK, or RESPOND. If I offer her something she WANTS, NEEDS, or LIKES... THE EMAIL “CONTRACT” Every email is a TRANSACTION. Your prospect needs a REASON TO ACT...
- 7. THE 40-40-20 RULE of LEAD-GEN LIST (40%) If you don’t TARGET THE RIGHT PEOPLE, your results will always be mediocre. OFFER (40%) When you OFFER VALUE to your prospect, you give them a REASON TO ACT. Otherwise, they won’t. OTHER (20%) WHAT YOU SAY (words) and HOW YOU SAY IT (images, design, visual appearance) are important, too. 3 PRIMARY FACTORS determine the success of your lead generation:
- 8. EVENTSWEBINARS THE OFFER SPECTRUM GUIDES TIPS EBOOKS QUIZZES DISCOUNTS VIDEOS GIVEAWAYS CONTESTS Offers come in all shapes and sizes—they EDUCATE, ENTERTAIN, ENGAGE, and REWARD: EDUCATE ENTERTAIN ENGAGE REWARD
- 9. KEY POINTS Your offer = the why of your email message Value for your prospect = clicks / replies / leads for you Choose your offer before you write your message
- 10. Open With A Bang STEP 2
- 11. THE ATTENTION CLOCK Your prospect has limited TIME and PATIENCE... I’m BUSY! I have HUNDREDS of emails! If I’m still not interested after about 5 seconds… DELETE!
- 12. “Did you ever wonder whether you could benefit from an independent, outside Chief Financial Officer to help you manage risks and maximize profits?” “Who’s your CFO? (Is it you?)” A BETTER OPENING LINE “I’m not ashamed to say it: ABC Company is the industry leader in staffing.” “What if I told you there was a ridiculous industry markup on copiers? Would you be interested in learning how much extra cash you could save?” “You’re on the hunt for good employees. Here’s your secret weapon.” “I have some bad news (and then some good news) about your copier.” TOO LONG TOO MUCH ABOUT YOU TOO GIMMICKY
- 13. KEY POINTS Be concise & get to the point Pressure your prospect’s pain point Disarm your prospects with the unexpected
- 15. WHAT PROSPECTS WANT Your prospect is thinking about her own PROBLEMS & PRIORITIES... I don’t want to read about your product. How does your offer help me SOLVE A PROBLEM, or ADDRESS A PRIORITY? If the answer isn’t clear… DELETE!
- 16. IT STARTS WITH “YOU” “I’m writing to let you know about our fantastic sales & marketing company.” “You want more prospects, leads, and sales—but national databases are unreliable.” “We have over 30 years of experience in our field.” “We’re the industry leader in quality.” “For over 30 years, companies like yours have used Business Wise to uncover their ‘hidden’ prospects.” “You can’t reach your best prospects without reliable contact info. That’s where local research comes in.” ...START WITH “YOU” “Our product has amazing features.” “You want to reach more good prospects in less time. With the BWise tool, you can.” INSTEAD OF “WE / I”...
- 17. KEY POINTS Describe the problem your offer will help solve Even when it’s about you, make it about them Be clear, concise, and write in plain English
- 18. Make It Easy For Your Prospect STEP 4
- 19. REDUCE THE “FRICTION” If it’s HARD for your prospect to access your offer, they WON’T... What am I supposed to do here… which LINK should I click? What will I GET if I act? If I have to WORK HARD to find out... DELETE!
- 20. AMPLIFY YOUR “CALL-TO-ACTION”! FREQUENT Give your prospects MULTIPLE CHANCES TO ACT, including near the top. CLEAR Tell your prospect exactly WHAT TO DO and WHAT THEY’LL GET. FOCUSED Prompt your prospect to take ONE ACTION ONLY—no irrelevant or distracting links. Your CALL-TO-ACTION will attract MORE CLICKS if it’s...
- 21. Make your CTA stand out visually Experiment with buttons, links, and colors KEY POINTS Guide your readers toward your call to action
- 22. Review For Clarity & Empathy STEP 5
- 23. Is it as CLEAR as possible? (Clarity trumps creativity.) Is it written to appeal to my PROSPECT’S POINT OF VIEW? Is it CONCISE (paragraphs no more than ~4 lines and sentences of no more than ~15 words)? Did I use any unnecessary business jargon that could be replaced with something MORE CONVERSATIONAL? Did I make it as EASY AS POSSIBLE FOR MY PROSPECT to act? EMAIL REVIEW CHECKLIST
- 24. Sally, I’m curious… is your cold calling script a winner or a dud? Take a look at these 6 scripts to see what a winner looks like. (There’s a great one for voicemail.) Most call scripts are too rigid… or too long… or based on really outdated advice. Successful scripts are focused and flexible. They help you overcome resistance, get to the point, and get your prospects talking. Most importantly, they put more appointments on your calendar. See what I mean—grab your 6 scripts here. Wisely, THE ANATOMY OF A PERFECT EMAIL
- 25. Start with your OFFER THE ANATOMY OF A PERFECT EMAIL Sally, I’m curious… is your cold calling script a winner or a dud? Take a look at these 6 cold call scripts to see what a winner looks like. (There’s a great one for voicemail.) Most call scripts are too rigid… or too long… or based on really outdated advice. Successful scripts are focused and flexible. They help you overcome resistance, get to the point, and get your prospects talking. Most importantly, they put more appointments on your calendar. See what I mean—grab your 6 scripts here. Wisely,
- 26. Start with your OFFER GRAB your reader THE ANATOMY OF A PERFECT EMAIL Sally, I’m curious… is your cold calling script a winner or a dud? Take a look at these 6 cold call scripts to see what a winner looks like. (There’s a great one for voicemail.) Most call scripts are too rigid… or too long… or based on really outdated advice. Successful scripts are focused and flexible. They help you overcome resistance, get to the point, and get your prospects talking. Most importantly, they put more appointments on your calendar. See what I mean—grab your 6 scripts here. Wisely,
- 27. Start with your OFFER GRAB your reader Highlight the PROBLEM & SOLUTION THE ANATOMY OF A PERFECT EMAIL Sally, I’m curious… is your cold calling script a winner or a dud? Take a look at these 6 cold call scripts to see what a winner looks like. (There’s a great one for voicemail.) Most call scripts are too rigid… or too long… or based on really outdated advice. Successful scripts are focused and flexible. They help you overcome resistance, get to the point, and get your prospects talking. Most importantly, they put more appointments on your calendar. See what I mean—grab your 6 scripts here. Wisely,
- 28. Start with your OFFER Sally, I’m curious… is your cold calling script a winner or a dud? Take a look at these 6 cold call scripts to see what a winner looks like. (There’s a great one for voicemail.) Most call scripts are too rigid… or too long… or based on really outdated advice. Successful scripts are focused and flexible. They help you overcome resistance, get to the point, and get your prospects talking. Most importantly, they put more appointments on your calendar. See what I mean—grab your 6 scripts here. Wisely, GRAB your reader Highlight the PROBLEM & SOLUTION Make it EASY TO ACT THE ANATOMY OF A PERFECT EMAIL
- 29. INSIDERS
- 30. © Business Wise Inc. 2017 CHARLOTTE 2101 Rexford Rd. Suite 132E Charlotte, NC 28211 T. 704.554.4112 ATLANTA 6190 Powers Ferry Rd. Suite 190 Atlanta, GA 30339 T. 770.956.1955 DALLAS 15851 Dallas Pkwy. Suite 404 Addison, TX 75001 T. 214.306.0605