The document provides tips for writing compelling sales emails, including researching prospects, personalizing emails, crafting attention-grabbing subject lines, keeping content short and focused, avoiding spam triggers, and timing email sends during high-traffic periods like Monday mornings and mid-afternoon. The overall message is that targeted, personalized emails are more effective than cold calls for engaging prospects, and following best practices can increase open and response rates.

1. Secrets to
Compelling Sales Emails
#EmailSecrets

2. Meet Your Hosts
#EmailSecrets
Lindsay Brothers
@LindsayBro @LiveHive
Ricardo Arguello
@Ric_Arguello

3. Brought To You By LiveHive
Track your sales collateral to see how it’s
being shared.
#EmailSecrets

4. Today’s Agenda
1. Shift Towards Targeted Emails
o Less Cold Calling
2. Writing Compelling Emails
o Subject Line
o Body
o Timing
3. Combating Spam
4. Q & A
#EmailSecrets

5. Changing Times
● Selling process has evolved
o 92% of buyers start their search
online
● Prospects are more informed
o They complete as much as 90%
of the buying process before
interacting with sales
#EmailSecrets

6. Going Digital
● Prospects are constantly online
o Prospects spend a 25% of
their day on email
● Business people send and
receive 115 emails per day
● Research your prospects, they
are researching you
#EmailSecrets

7. Should You Be Cold Calling?
● Less efficient than email
o Conversion rates are
only 2%
● Prospects don’t pick up their
phones
o Calls are no longer the
first step
#EmailSecrets

8. Should You Be Cold Calling?
● Prospects are much more comfortable responding to an
email than a call
o Calls are disruptive to their day and can be annoying
● Combining email and phone calls works best
o Start your outreach over email then work your way to the
phone
#EmailSecrets

9. Why Should I Use Email?
● Emails allow you to deliver
targeted messages
● Allows you to create that first
touchpoint with a prospect
● More efficient than cold calling
#EmailSecrets

10. Why Should I Use Email?
● Easily repurpose emails based on
o Buying Behaviors
o Company size
● Your competitors are already
contacting your prospects
#EmailSecrets

11. How do you stand out from all the clutter?
Solution: Compelling Sales Emails
#EmailSecrets

12. Research
● Spend an hour learning about your
prospects
● Read their website
● Find out if they have a blog
o What are they writing about?
#EmailSecrets

13. Research
● Find their social media
o Follow them and start discussions
o Join a LinkedIn group they are in or start your own
● Use what you’ve found to build a common interest with your
prospects
#EmailSecrets

14. Personalize For The Reader
● Think about who you’re writing to
● What interests them
● What are they reading or talking about
● Highlight something that is unique to that company
● According to the Aberdeen Group: personalized emails
increase clickthrough rates by 14% and conversion rates by
10%
#EmailSecrets

15. Personalization To You
● Include an image of yourself in the email signature
● Have a link to your social media (LinkedIn or Twitter)
#EmailSecrets

16. Subject Line
● Must be engaging and
relevant
● Hook them
o Could be something they
will want to share with
others
#EmailSecrets

17. Subject Line
● Leave them wanting more
● A good subject line can be the difference between an email
being opened or sent to spam
o 69% of email recipients say they report email as spam
based on the subject line
#EmailSecrets

18. Subject Line
● A question or mysterious fact can lead to 20% more opens
#EmailSecrets

19. Subject Line
● Make your subject line personal
#EmailSecrets

20. Subject Line
● Use specific numbers in your subject line
#EmailSecrets

21. Subject Lines To Avoid
Here’s a list of words or phrases to avoid in your subject lines
#EmailSecrets
1. Free
2. Discount
3. Quote
4. Sale
5. Specials
6. Unique
7. Guarantee
8. Now only

22. Content Styling
● Always include a greeting
● Use your research
● Keep your email short and relevant
#EmailSecrets

23. Content Styling
Secret #1: 3 sentences should be the max in a paragraph
#EmailSecrets

24. Content Styling
● Use bullets to break up
sentences
● Be careful with your use
of bolding or italics
o Use them to highlight
an important point
#EmailSecrets

25. Content
● Be direct
● Always include some form of Call-To-Action
● Don’t make statements you can’t back up
● Ask them questions
o It shows you care about them and their business
#EmailSecrets

26. Content
● Secret #2: Adopt a reader-focused writing style for your
email body
o Avoid terms like We, I, Us
o Write the email from the perspective of the buyer or the
lead
#EmailSecrets

27. Content
● Share interesting or relevant content with them
● Send a link to helpful, relevant articles
● Find content using RSS feeds, Flipboard
#EmailSecrets

28. The Black Hole
What happens to your emails when you send them out?
Messages get lost or end up in the spam folder
#EmailSecrets

29. Combating Spam
#EmailSecrets
● Unsubscribe people if they
ask
● Stay up-to-date on email
laws and spam filter
technology
● Use tools like
SpamAssassin to check
your spam score

30. Combating Spam
#EmailSecrets
● Don’t use exclamation points or strange characters
● Avoid email addresses that have bounced
● Keep emails short
● Don’t use all caps

31. Combating Spam
#EmailSecrets
Avoid these spam triggers in your subject line or email body:
1. No Obligation
2. Dear
3. As Seen On
4. Free
5. Bargain

32. Timing
● Know when it’s best to send your email
● Monday blues
● Tuesdays and Wednesdays are the best
● Scheduling is a great way to get ahead
o Mind the time zones of your prospects
#EmailSecrets

33. Timing
Secret #3: 8-10AM and 4-6PM are the best times to send
emails
#EmailSecrets

34. When To Follow Up
● Always remember to follow up
● If you’ve received a response, follow up immediately
o Prospects are shopping around for solutions
● You probably won’t make the sale right off the bat
o It can take up to 5 touchpoints before you get a decision
from a prospect
● If a prospect is not responding to your messages, don’t give
up!
o Follow up once a week
#EmailSecrets

35. Questions?
#EmailSecrets

36. Thank You!