5 tips for writing strong sales emails to prospects


By Fiona Chan, Sales Development Representative, Shopify
(former Revenue School Associate)

A large part of a salesperson’s outreach strategy is sending effective cold emails - the initial contact to new prospects. Salespeople send emails with information about their product or service that can help a prospect’s business. But with people receiving so many emails, how do you stand out in a crowded space? Here are five tips below.

1. Personalize it.

Strong emails include the customer’s name and should be relevant from the start. Address a problem that you can help solve, and personalize it further by showing how your product or service can help the customer’s business or specific role. For example, if you’re sending an email to a director of technology, you could focus on the product’s security and ease of implementation.

2. Make it concise.

Explain exactly what you’re offering from the start - be mindful of the reader’s time. Since people often open emails on their phones, a good rule of thumb is for the entire email to appear onscreen without the need for scrolling. Readers are more likely to read a concise email that holds their attention.

3. Add value.

Be specific about what value your product or service offers and what problem it solves.

Provide stats, resources, or interesting news that might be relevant to your prospect. You can also add links to external or internal sources (like tech articles or company webinars) and analyze the recipients’ clicks and opens later to see what works best. You can use these analytics to continue refining your tactics in future. 

4. Use a strong subject line.

There are several components to a catchy subject line. Good subject lines are short, personalized, and pique the reader’s interest. 

Think of your subject line as a “hook” or preview to your email body content, so the prospect will be interested enough to open it.

5. Include a call to action.

At the end of your email or message, ensure you include a call to action (CTA) - something for the prospect to act on. 

Your CTA should give the prospect a specific action or directive that also helps accomplish your goals. For example, if your goal is to start a conversation, include a question (e.g., “What are your thoughts on ___?” or "Want to learn more?").


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