E-mail is dead. Or is it?
It's all about texting, social media, and in person meetings. Or is it? What is true is e-mail serves a very different purpose than years prior. As recently as a year ago (on this blog) we taught e-mail was to be used for 2 purposes: Marketing and Accountability.
It's well understood- hopefully- that e-mail is never to be used for conversation. That is reserved for picking up the phone, meeting in person and maybe texting. But while e-mail marketing, such as the Constant Contact type newsletter, is still out there, what's more effective is the blog you are reading here. Then sharing that blog throughout the digital world.
But accountability with e-mail reigns more supreme than ever. What do I mean by accountability? Here's how to double your prospects with e-mail:
1. Subject line
Remember today, where are 95% of e-mails read? The phone of course.
So think about how small the reading area of an e-mail now is. Unlike the olden days where you would say a catchy "sales benefit" - like "increasing revenues"- the first 5 words now must say what the e-mail is truly about. For instance:
-For TBN's customized PALS (purpose, agenda, limit) we send before a meeting, "Agenda for in-person meeting Friday at 2 p.m."
-For post meeting thank you letters say, "Thanks for meeting in person; Followup and next steps"
2. Following up on subject line, e-mails now fall into 3 categories today when sending:
-Agendas before meeting (as noted above)
-Thanks for meeting with me in person or via phone (as noted above)
-Nice meeting you in person or via phone (informal quick conversation but actual dialogue)
3. Body of e-mail
If you send the correct subject line, the body of your e-mail will be read. So make it complete, succinct and effective. What do you say in the body?
-Summary of conversation/needs/desires of prospect
-Mutual agreements for next steps
-Any electronic documentation that was originally provided in hard copy (ideally, you have links to blogs or websites)
4. E-mail signature
If this is not complete you are missing an oppourtnity and you are angering your prospect at the same time for inefficiency. What should it include?
a. COMPLETE contact information- Name, Company, Title, Phone #, E-mail, Website
Yes, you should include your phone # and your e-mail. 50% of e-mails today are forwarded to others. Make it easy for people to buy and they will. Why make them work?
b. Initial benefit statement, website, your motto, and a link to your blog
Why would you not? You say you don't want to "bother" a prospect. Didn't we just say these aren't suspsects. These are prospects. Salespeople e-mail suspects. Consultants e-mail prospects. I CHALLENGE you: Which are you?