Improve Your Sales Emails With These Outlines

Sales emails that work - we all want them.

There was a point in my career where I spent hours looking for sales email best practices, subject lines, and templates. As it turned out, while each of those assets likely worked, none of them worked for me.  

I thought about it for a while and realized something: It wasn’t the exact copy or template I was looking for, but instead the thought process behind it.

For that reason, today I am sharing my personal email planning outline.

With this outline, you can better identify the hook, intent, and value of your sales emails, and start sending some that give your prospects a reason to click “reply” instead of “delete.”

Let’s get started with by “defining” some key components of creating a sales email outline.

Key Components of a Sales Email

Prospect: This is the intended recipient of your emails.  What do we know about this recipient, their position, and their company?

The more we know, the better we can create an email that provides enough value to keep them engaged. We do this by understanding what challenges (I call them pain points) the prospect is working to overcome and by connecting them with the solution.

Pain Points: To solve for the prospect’s challenge(and provide value), you must understand it.  What difficulties does the prospect face and how are you prepared to help them solve that with this email? This pain is the purpose or topic of your entire series of emails.  In other words, don’t lead with your pitch; this email is about them - not you!

Trigger: Simple - what action did the prospect do that made you send this email?

Goal: The intended outcome of the sequence. For example, this could be a phone call with the new business team, it could be them attending a webinar, etc. What do you want them to do after reading your email?

Overview: A simple summary of the purpose of EACH email in the template (and delays between each email).

Send Multiple Emails.

Notice that all the definitions mentioned sending multiple emails? That’s because one just isn’t enough. I don’t know about you, but often my mailbox can be a bit overwhelming. The fact of the matter is you, may not get through to your prospect on the first email.  

To combat this, send multiple emails over a couple of days. Reach out at different times of the day and finally, make each email provide additional value or reference to a past email in the thread.

The key to not spamming prospects is to make the emails be relevant to each other and your prospect.  Follow a clear path with your emails and, when it’s the right time, don’t be afraid to ask the prospect if they simply aren’t interested.

Here’s an example of what a series of emails would look like for me. Keep in mind, the concepts are more important than this exact approach.

Example: Four-Email Outline

Requirements:

1. Email must have direct correlation to prospect’s interests on the IMPACT site and/or missed opportunities on their website.
1. Activity on site must be recent.
2. Emails must add value, not ask for it.
3. Email lets the prospect set the rules / timeline of engagement.

Breakdown of Email Topics

1. Email one
1. Open with a connection to the prospects trigger,
2. Set the expectation for the value a prospect should see from this and following emails
3. Be as HELPFUL as possible in solving for the prospect’s pain point
1. Is there helpful, quality content that you can send them? The content should enable them to better understand their pain point.
2. Are there relevant stories you can share about someone who overcame their challenges with your business
4. Give opportunity to add more value if prospect follows up
5. Offer potential next steps
2. Email two (24 hours after)
1. Mention first email and that you wanted to elaborate
2. Share a tool or piece of content that helps prospect solve challenge
3. Reiterate the value of the prospect following up with you
1. Would this value potentially be greater if it was a one-on-one conversation?
4. Offer potential next steps
3. Email three (24 hours after)
1. Apologize for not being able to connect
2. State that you understand the value of their time
1. Give times outside of work hours to talk and other options for prospect to follow up with
4. Email four (24 hours after)
1. Ask if they’ve received prior emails
2. Apologize for potentially being annoying
3. Ask for permission to close their file

Key Takeaway

When it comes to sending great sales emails, providing value is key.  People are busy. The only way they are going to let you into their circle and hear out your great sales pitch is if you can help them.

Make your intentions clear, the emails direct, and your tone personal.  Remember, prospects are people, too.

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