3 Tips On Crafting Effective Emails Prospects Won’t Ignore

For this episode, we’re bringing you 3 pieces of advice on how to craft effective emails from our own RSW/US new business directors.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re driving new business for your advertising agency or PR firm, you’re always looking for ways to make your emails more effective.

In this episode, we’re giving you 3 quick tips, or takeaways, directly from 3 of our new business directors here at RSW.

Your first takeaway on crafting effective emails is from Brandon Buttrey:

Shy away from links, bold, italics, underlines and attachments.

I like this one a lot, Brandon points out as well,

The e-mail should read like a conversation between two people.

I’ve talked about this before in these episodes, and it’s a prospecting mantra of mine:

Talk to your prospects, not at them.

An email full of bold or underlined copy with multiple links screams sales email.

I’m not advising you never use any of these, but early on, especially, avoid all of them-just reach out with simple text.

Your second takeaway is from Amanda Mudd:

Be literal in your subject lines.

I’ll give you an example.  You‘ve heard that your subject line should reflect, in some way, the content of your email.

So, one way to be literal in your subject line, and a great way to use your case studies, is naming the company that’s in your case study in your subject line.

And that’s it, just the company name.

It should obviously relate to the prospect’s industry you’re reaching out to, but getting your email opened is that huge first step.

And just the company name will create some interest, and quite frankly, maybe some confusion, but that’s a good thing.

Chances are better they’ll open it.

And your third takeaway is from Carrie Shoemaker:

Be Enthusiastic, upbeat, and confident.  Be memorable. 

Advice you may have heard before, but so many salespeople don’t embrace it.

Your enthusiasm and passion shows, on the phone or video, sure, but in email and voicemail as well.

There’s a balance-you don’t want to be over the top in your enthusiasm, but it humanizes you.

So much sales outreach comes off as an ad a robot wrote.

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If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at lee@rswus.com. He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.