Sending an email to a prospect is a privilege, not a right.
When a prospect shares their contact info with you, they are offering you trust. How you choose to make good on that opportunity is up to you.
An Email Is Not an Order Form
An email should always offer value to a prospect. It’s not about “what can give you me” or “buy this.” Rather, it’s about establishing credibility, awareness and of course, trust.
Before you send a prospect an offer, you need to build a relationship.
Why should they do business with you?
What makes you different from other offers out there?
An email is an opportunity to share value, and show your audience the advantages of working with your business.
A good rule of thumb is to send 2-3 value-rich content emails before giving an offer (i.g. scheduling a consultation, requesting a quote, etc.).
Pay Attention to the Details
Have you done your research about your prospect?
Adding a personal touch to your emails will let your audience know you’ve done your due diligence. No one likes to be the recipient of a generic “Hello Friend…” message.
Speaking of details, double and triple check for grammar and spelling errors. A simple typo can dampen a client’s perspective of your brand.
Update Your Calendar
In today’s busy world, we all have packed schedules and sometimes things fall through the cracks.
The last thing you want is for a prospect to take you up on your offer, and find zero calendar availability or accidentally get double-booked.
In short, before sending out a scheduling link or meeting invite, update your calendar.
Format and Consistency Are Key
When you meet a prospect in the “real world” you can use things like eye contact, body language, tone and gestures to set you apart and emphasize a point.
In the digital sphere we can accomplish those same goals through consistency and attractive formatting.
Here are a few tips:
- Avoid word walls. That is, block your content in lines of 2-3, max.
- Use bold and italics to highlight key points.
- If you choose to use color, keep it to no more than 2-3.
- Don’t forget a personalized greeting and signature!
Brand your email with your site/company’s colors and logos. This might include a customized header and footer or attractive images and graphics.
Keep It Brief and Content-rich
You might be able to write 500 words on a topic, but that doesn’t mean you should. An email is not a blog post! If you choose to repurpose blog content, draw out the main points and lead your prospects to your blog, where they can get the full picture.
Try this: after you’ve written your email, go through and cut out whatever isn’t absolutely essential. Your audience will appreciate it!
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