Sam Dunn saves us all from cold sales emails
For some sales teams nothing is more dreaded than the cold email. It’s a dreaded, painful part of starting a meaningful client relationship. But never fear, Sam Dunn is here to help with “Cold sales emails, a template styleguide for humans“. It’s a great article with some really practical advice that I think a lot of sales teams would benefit from.
When he talks about where to invest, I think he nails it
Only one needs to stick. Don’t build a massive thread of emails without replies. Reviving old emails just reminds the recipient they already ignored you. Silence is different than an explicit no. If someone gives a no, respect it and move on.
Too often I see people sending email after email, confident that they’re going to get through eventually. Yeah, you might wear them down, but really is it worth it? After 10 emails, each taking 5 minutes to craft, you’ll have spent almost an hour. A smarter move is to take 30 minutes at the start researching the client and finding out
- How you can bring them value?
- How can you best communicate that to them?
Having overhauled and ran fairly extensive email marketing platforms, you’ll find that what works there works here too and personalisation is key.
Subject line isn’t always the culprit for low open rates. Most email clients show a preview of the first sentence right after the subject…. Make the first sentence as much about them as possible. Map onto their world as specifically as time (or research) allows.
So check out the article. It’s got a killer finish with the “Does this look like a sales email?” checklist.