It is important to know as email can often be one of the best ways to communicate with prospects. To help with this, here are some clear things to take into consideration.
Length is Important
It is important to always remember that your prospects get a lot of emails. Not only are they getting emails from you and your direct competitors, they are also getting emails from all the sales people that have nothing to do with what you sell. You can also add to that all the internal email communication that takes place at their business.
With that being the case, the attention span that you may get from a prospect on email should be assumed to be very low. This makes it critical to keep your sales emails short and to the point. If it is too long, the prospect may see it and delete it without reading any of the message.
Content is Key
As with anything sales or marketing related, the actual content of your sales email and is very important. There are two traps that we can fall into when writing sales emails.
First, we can often go into way too much detail on what we are talking about. This can also feed into the point above of emails being too long. Just skim the surface of what you are trying to say and save the details for a meeting or conversation.
Another issue with the content that we naturally produce is that it is often too much about ourselves. An example of this is when we write sales emails and talk primarily about what we sell and the company that we work for.