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"Prospecting emails are dead now" – it's a myth.
In B2B, emails are the most authentic communication channel. So it'll never die, at least for this sector. But the problem is the email open rate and spam rate. That's where you can face the real struggle.
Prospecting emails are crucial, and to bring them to life, you need a solid strategy and a well-defined cold email plan.
Let's dig into this matter and understand how to develop your prospecting email strategy in this blog.
What are prospecting emails?
The name itself reveals that prospecting emails are made for potential customers. A salesperson drafts and sends this email to a prospect to explain the benefits of the offered products or services. The prime goal of this email is to convince the prospect to attend a phone call, virtual or in-person, for discussion.
Sometimes prospecting emails are as same as cold emails. Many salespeople often regard these emails as cold emails. Because responses from the prospects are not always cordial when they send these emails.
Why are prospecting emails beneficial?
For a growing company, prospecting emails work the best. It helps them expand the customer base. You can reach all your customer base or target high-potential customers with the help of prospecting emails. Plus, these emails bring countless opportunities to the forefront for growing businesses through the power of email outreach.
Apart from that, various other factors matter when it comes to email outreach. These include;
Cost elements: Sending emails to a potential customer is not a cost-heavy thing. You only need their verified emails and a good writer who can write up the email content.
Personalized touch: Approaching individual prospects through one-to-one communication is possible with prospecting emails. This enriches the customer experience from the beginning level.
Reach expansion: You can approach anyone from your targeted email list with prospecting emails. Oftentimes, businesses expand their outreach with prospecting email strategies.
Open doors for communication: Businesses can get to know what their target audience is thinking about their offerings with prospecting emails. It opens up doors for new conversations.
Tips for great prospecting email strategies
If you think broadly, prospecting emails are not only made with a sales intention. Rather, it helps create brand awareness in a broad sense. When a prospecting email hits your targeted prospects' inboxes, then they are left with two choices.
One, they decide to have a conversation with you (they find your offerings interesting)
Two, they decide not to respond to you, but your brand got visible to them
Let's explore some tips to frame your prospecting email strategies here.
Get a list of clean emails
HubSpot says the average email open rate for the B2B industry is 39.48%. It indicates that B2B still believes in email communication and will stay here. To become eligible to reach the right audience, you need to have the right emails with you.
Hence, having a clean list of emails is essential here to outshine your prospecting email strategy. You can target the right person only when you know you have their email. You can get a clean and verified list of emails if you hire an email verification expert. Or, in some cases, email verification tools also help quickly verify emails. But software does not promise authenticity; it just provides hints.
Understand audience – create buyer personas
Address the specific traits of your customers to create buyer personas. To make them, you can include demographic details, geographic details, psychological details, and other important key measures. It helps you understand your audience in a more detailed manner.
Example of a buyer persona
Personalize the content
Keep the buyer persona in mind while you write the email body. Make it more personalized using the available information you collected from ICP data.
One thing to note, using personalized information in emails increases the open rate up to 82%
So, you must add some personalized elements to your email content to increase the open rate. It has been observed that if the name of the email receiver is mentioned in the email subject line, then the email is usually opened. People love personalized texts to read; they feel special, and that could be your strategy.
Remember to stay polite and professional when adding personalized texts to emails. Sometimes, too many personalized texts end up showing as creepy. If the spam filters are active, then it would impact you negatively.
Have a direction in the content
After writing up your email's main content, you should always give a direction at the end. Guide the email receiver on what to do next. Yes, we are talking about the Call to Action (CTA) element of your email. If the purpose of your prospecting emails is to have a direct conversation with the prospects, then your CTA should reflect that.
"Can we meet for a quick call this week?" or "Are you available for a quick chat?" – these are good examples of CTAs.
Send emails at the right time
Your prospects' emails should hit your targeted audience's inbox at the right time. Sending emails when they are active and on their phone screen or laptop is the best time. They could open your emails and make the decision right away.
Prospecting emails are good when they are verified
Suppose you spent a good amount of time and money to write up personalized prospecting email copy. Unfortunately, the email list you put into the channel does not meet your standards. What would happen?
That's why email verification with expert assistance is the need of the hour. Software or tools can verify email, but are not efficient when it comes to checking for minute email mistakes. From e-commerce to IT, the role of verified email is supreme in prospect outreach matters.
