How to use Sales Emails to acquire new customers


Create emotive stories in your Sales emails

When sending sales emails to customers your objective is to get them to take some sort of action. In the case of business to business sales, it is usually to:

  • Create awareness around your product or service and to encourage them to go to a landing page, attend a webinar or make a small purchase.
  • Encourage your customer to go to a landing page, where they get more info and are encouraged to take further action (e.g. Buy a low-cost product)
  • Get your future customer to attend a free webinar, where they are encouraged to take further action (Become a customer at a low entry point)
  • Encourage a future customer to take advantage of a free offer or to make a small purchase of a low-cost product or service
  • Get your future customer to meet with you (They click on a link requesting further info)

The major objective, when sending out any sales emails, is to encourage your future customers to take some sort of action. Remember that customers will seldom, if ever buy a large ticket item from a sales email. You need to use your sales emails to offer free resources, which are perceived to offer great value.

To make this work, offer your future customers resources in the form of:

  • Free Online assessments
  • Free e-Zines, eBooks
  • The opportunity to attend a free webinar, which will deliver great value to them. (Ensure that the content of the webinar is aligned with their needs)
  • Give them the opportunity to buy low cost products, which encourages them to become a customer. You then need to follow-trough and sell them a higher value product or service

The objective when conducting any sales email campaign, is to firstly to get your future customer to read the email and secondly to encourage them to take some sort of action, which identifies them as a potential future customer, who needs your product or service.

Spray and Pray

Never Spray a general sales message out to your market in the form of a sales email and pray that a perfect prospect sees it

Sending out sales emails is an art. If you want to be successful with this, you must:

  • Carefully target your perfect future customers
  • Put an offer in front of them that they will find of value and will encourage them to take action

Include emotion in your sales emails

I am certain that this is not the first time that you have heard that people buy with their emotions. This is even more relevant, when sending out a sales emails, which are designed to encourage your future customers to take some sort of action.

To see just how important it is to include emotion in your sales emails, please read the Harvard Business Review report by Scott Magids, Alan Zorfas and Daniel Leemon, titled “The science of customer emotions”. In this report they stated the following:

“We call them “emotional motivators.” They provide a better gauge of customers’ future value to a firm than any other metric, including brand awareness and customer satisfaction, and can be an important new source of growth and profitability”.

Of course, all sales emails are designed to encourage your future customers to take action. The secondary objective is to encourage your future customers to connect with you and your brand, so that they will want to meet with you, buy your product or service and ultimately form a meaningful, mutually beneficial partnership with you and your organisation.

Encourage meaningful connection

The research conducted by Harvard, above showed that fully connected customers are 52 % more valuable than customers, who are highly satisfied. In other words when you connect with your future customers on an emotional level and you strive to become an additional resource to them, where you integrate into their business. They become engaged and connected with both you and your organisation. This means that they are less likely to move to another supplier and that they become raving fans, who will gladly refer other customers to you.

Understanding the Core Emotions of your future customers

There are a number of powerful articles around the concept of core human emotions, but for simplicity I have chosen to describe the model developed by Geoffrey James. In this model, he states that when purchasing, humans use six core emotions, namely:

  • Greed – Future customer sees the value in the free resource and takes some kind of action
  • Fear – Takes advantage of a limited time or quantity offer
  • Altruism – Future customers see that making a purchase will support them to help others in some way
  • Envy – Causes future customers to buy, so that they can compete with or keep up with others
  • Pride – Shows future customers how they can look better or smarter after making the purchase
  • Shame – Supports future customers to purchase your product or service, so that they avoid appearing less than others

How to construct your sales email messages, so that they speak to the different personality types, using the Core Emotions described above.

The one core human emotion, which works with all four personality types, namely Socialiser, Organiser, Learner and Dominant is Greed. All four personality types respond really well to free offers, which will add meaningful value to them and their organisation.

Using specific Core emotions to encourage the different personality types to take action. Remember that your email campaigns become very effective, when they are targeted at specific, carefully chosen future customers. As I have stated in my pervious articles, you want to target your Magnificent 50 future customers, when you plan any sales email campaign. This means that you can target your email sales messages to speak to each of the different personality types, in a way they will respond to best.

Socialiser – Use the concept of altruism, to show how they will support their team members and others, when they make a purchase.

OrganiserFEAR, show them how they can take advantage of a limited time or quantity offer

Learner – Use PRIDE to show them how they will look better or smarter after making the purchase

Dominant – Use ENVY to show a dominant how they can compete with others.

As you can see from the above description, all personality types respond really well to the GREED motive, but if you really want to connect with your future customers on a deep emotional level, you need to prepare your email message to speak to each unique personality type, thinking style and decision-making process.

Design a Sales Email campaign for each personality type

Yes, you need to create four different sales emails, designed to speak specifically to each personality type. This may seem like a lot of work. The results that flow from this approach are most certainly worth the time and effort. Research shows that a spray and pray email strategy reaps only about a 2 % response rate, whilst a targeted sales email campaign, will get a response as high as 80 %.

If you want to learn how to identify the different personality types, please follow the link below. This article outlines how to identify the different personality types.

The Science behind Winning at Sales

Additional Factors to consider when designing your targeted Sales Email campaigns

Try to tell a Story

Your future customers will be far more likely to read your sales email and they will also be far more likely to understand your message, when you tell them a story. Humans are wired to connect with a message, when it is delivered in the form of a story.

Action Idea: When designing your sales emails, ensure that you tell your future customers a story about, who you are, what you stand for and mostly how working with you and your organisation, will support them.

People forget facts and details very quickly, but they always remember stories. The reason for this is that stories bypass the logical part of the brain and speak directly to a person’s emotions.

Action Idea: When creating sales emails, one of the easiest ways to start telling a story is by using a case study. Look around the markets you serve and find interesting success stories, where your product or service has served one of your customers. These types of stories are very powerful as they don’t only show the challenges your product or service solves, but they also serve as a testimonial around the promises you make.

Using Emotion in your Sales Emails

Encouraging an emotional response from your emails, sounds a lot harder than it actually is. To get started, don’t overcomplicate things. To get started examine your subject lines, opening lines, email designs, body copy and calls to action.

Action Idea: Answer the following questions to get started.

  • Does your Subject line elicit an emotive response?
  • Does my opening line encourage readers to react in an emotional fashion?
  • Is my content designed to elicit an emotive response?
  • Have I used highly emotive trigger words?
  • Does my content tell a story, which encourages an emotive response?
  • Have I identified the personality type of my future customers?
    • Have I designed the message with the right core human emotion related to that specific personality type?
  • Have I personalised the message for each unique future customer?

Track the performance of your Sales Emails

Test different messages, different stories and different subject lines to see which sales emails get the best response. Keep testing your sales emails, until you get a satisfactory response from them. Remember that the best sales emails always incorporate emotion into the subject line, opening line and the body of text, must contain emotive stories.

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