11 Pitfalls Of Sales Prospecting Emails (And How To Avoid Them)

11 Pitfalls Of Sales Prospecting Emails (And How To Avoid Them)

The success of any business lies in effective communication irrespective of its scale and size. In the digital age, several channels are available for easy and fast paced sales communication – including email, social media, and so on. Check out best ways to send emails to prospects, with clarity and conviction.

1. Focus on your Subject Line

The best way to make sure your email is NOT ignored by recipients is an engaging and catchy subject line. Especially in the case of a marketing email, the subject line is a client’s first impression on your offer.

  • Keep it short, crisp and actionable. According to research, anywhere between 16 to 41 characters is the optimal length 
  • Avoid clickbaity words like free, buy now etc
  • Avoid being vague

Great examples of subject lines include:
JetBlue: “You’re missing out on points.”
Uber: “Since we can’t all win the lottery…”

2. Get Personal

One might think sending an email to a new lead is less nerve-wracking than cold-calling, but it is indeed a tricky task. There’s a fine line between spamming your prospect’s inbox and driving his engagement. Your email should be crafted in such a way that the recipient is willing to take time out of his busy schedule to listen to what you have to offer. Personalised conversations like addressing your recipient by name, can foster stronger, more meaningful relationships.

3. Have a clear Call-To-Action

How do you get your prospect to convert after he finally opens your email? An easily identifiable call-to-action should do the trick. Your CTA should be dynamic enough to inspire your prospect to consider your offer and try out your products/services.

Example of a great CTA:
Netflix: “Join Free for a Month”

4. Don’t be tempted with Multi-Purpose CTAs

If you give multiple choices, your prospect might get into comparisons, confusions and decide to end the anxiety by closing his inbox. Draft your email in such a way that he focuses on one important piece of information at a time.

5. Be Resourceful

If a prospect finds solutions to one of his ongoing problems in your email, he might find the need to respond immediately. Towards that end, it is better to start a sales email with a brief overview of the problem and a prelude to the solution you have on hand. When you have the interest of the client, proceed with detailed explanation of how you can help them, along with another incentive – for example, a bonus item in addition to your sales offer. When you offer the prospect something they value (imagine a tip or a resource) before making an offer, they might feel slightly indebted to you. When later asked to fill a survey or to join your mailing list,  they will probably not refuse.

6. Avoid Content Overload

Do you read all emails you receive from start to finish? If ‘No’, remember even your client won’t. Try to keep your content short, crisp and to the point, so the reader can analyse it quickly and arrive at a decision. Pay attention to the choice of words, and how they are structured to form a single, solid thought.

7. Prove your Credibility

Add credibility to your claim with hard data. For example, when you present statistics, give the name of the survey or the study from which you obtained the results. When it comes to your own business, case studies can be the best piece of evidence.

Other basic email etiquettes

8. Using Emojis

Emojis are considered appropriate in every aspect of business communication as they add more clarity to written messages, making communication more efficient. They help express tone, meaning and complex emotions which builds a natural comfort zone between the sender and the recipient. But be cautious not to go overboard with its use. One emoji per email to a prospect is the acceptable standard.


9. Pay attention to Grammar

Many marketers are vulnerable to grammatical and spelling errors. These errors could be detrimental to your professional credibility. Pay extra attention to such communication blunders while drafting emails, especially to new prospects.


10. Proofread your Messages

When your message has typos, you are unknowingly sending a signal that you lack professionalism. Research reveals that people make typos when they are in a rush or an heightened emotional state of mind. Best practice would be to spend few extra minutes proofreading your message before sending. Seek the help of thesaurus or a colleague if you are not sure about something, or read it out loud to catch any typos your eyes might have missed.


11. Avoid Impulsive Responses

On a busy day, you are perhaps prone to sending short, sharp responses with abbreviated intent. There are also perhaps times when you receive emails that frustrate you – try to maintain calm and respond wisely. Wait until the next day if you have to, then write back. When you are calm, you can articulate your emotions and reasonings better than typing up a spontaneous and impulsive response. 

The 6 Responsible Do’s Of Crisis Marketing

The 6 Responsible Do’s Of Crisis Marketing

1. Use video content

That instills hope, confidence, care and concern.


2. Dial down the fanfare

However tempting it may be. You may come across as insensitive. Every now and again, you can publish something new, but the focus of your efforts should be in supporting your customers.


3. Do have live sessions and webinars

An average attendee spends 53 minutes consuming webinar content.


4. Be active on social media platforms

Social media activity increased 50X in March 2020 (as witnessed by Nielsen). Needless to say, people are more active on social media now and bite-sized content is the best way to go. Think it through, because social media will definitely be central to your content marketing strategy in the time of COVID-19.


5. Don’t stop advertisements

Contrary to what people say, a survey conducted globally by Kantar found that just 8% of consumers thought brands should stop advertising.


6. Do your bit
Lastly, Marketing Week found that:

  • 45% of consumers expect companies to draw up safety plans for the supply of services and products
  • 40% want to see companies make donations of products, such as hand sanitisers or face masks
  • 30% expect brands to offer discounts and promotions
  • 19% demand quality customer service