第1页共18页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共18页Don'tBeBoring:4KeystoWritingEffectiveSalesEmailsLastweekIwascleaningupsomeoldfileswhenIranacrossanemailaccountusedduringmyfirstyearsinthecallcenterforstoringcopiesofclientsalesemailsIsent.IwasgladIhadsavedtheseemails,believingthatIcouldusethemforeducationalpurposesinthefuture,andboy,wasIright.Someofthemmademecringeandthink:"WhatwasIthinking?Someoftheseareawful."We'vetalkedaboutvoicemailmessagesinthepastandidentifiedpointstoincludeandnottoinclude.Butwhatabouttheemailswesendtoourclients?Inadditiontoacompellingsubjectline,whataresomethingsyoushouldincludeandhowshouldtheemailbestructuredtomakeyouremailsmoreeffectiveatinitiatingaconversation?Let'sdissectthefollowingemailIfoundinmyarchive.It'ssogenericthatIseeemailmessageswithasimilarformatlandinmyinboxtoday:HiBob,Hopethise-mailfindsyouhavingagreatday.Followingupinreferencetoyougettingonourwebsite,[insertyourwebsitehere]anddownloading[insertyourreferencedocument]fromus.WantedtotouchbasetoseewhatledyoutothewebsiteaswellastoseeifIcouldbeofanyadditionalhelp.Wouldlovetogetincontactwithyouviaphoneore-mail.Pleasefeelfreetocontactmeatyourearliestconvenience.ForaLIMITEDTIMEspecial"EconomicStimulusPricing"Contactmeforfurtherdetails.Lookforwardtohearingfromyou.Haveagreatday!LikeIsaid,it'sverygeneric--andnotveryengaging.Buttheformatisprolific,probablybecauseit'squickandeasytocreate.Let'sdoareviewanddiscoverwhereitfallsshort.ThePleasantriesHopethise-mailfindsyouhavingagreatday.第2页共18页第1页共18页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共18页Inthisfirstline,myplanwastoinitiatetheconversationwithsometypeofpleasantriesbyreferringtothegreatdayIhopedhewashaving.Thiswasagreatplan,unlessBobwasnothavingagreatday.Hecouldhavebeenhavingawonderfulday.Healsocouldhavehadanaccidentthatmorningandhadtogetaridetoworkfromacoworker.OrmaybeBob'sdoctorhadcalledhimwithsomebadnewsregardingamedicaltest.IfBobisnothavingagoodday,mymessagewon'tmatchhisstateofmind,andmyemailwilllikelybepassedoveratbestanddeletedatworstbeforehegetstothe"goodstuff.""Howareyoudoing"and"Hopeyou'rehavingagoodday"aresuchlacklusteropenersthatmostofusrespondwithequallylacklusterandautomaticanswers,like"fine"or"good."Openinglineslikethesereallydon'tengageyourprospect.Whatyoureallywantistogettheirattentionimmediatelyandbuildrapport,justlikeyouwoulddoinavoicemailmessage.IfIwererewritingthisemail,Iwoulddropthislineandopenwitharelevantfactofsometype.TheReasonfortheEmailNo.1Followingupinreferencetoyougettingonourwebsite,[insertyourwebsitehere]anddownloading[insertyourreferencedocument]fromus.Thislinereferstotheprospectvisitingourwebsiteanddownloadingadocument.Atthetime,Ithoughtitwasagoodmovebecauseitestablishedacommonreferencepoint.Inretrospect,I'mnotconvincedofitseffectiveness.Myprospectknewthathewasonmysite.Heknewthathedownloadedmywhitepaper,andheknewthatinordertodownloadthewhitepaper,hehadtosupplyhiscontactinformation.Thislinesays:"I'mwatchingyou.I'vegotnothingbettertodothantositbymylaptopandwaitforprospectstogetonmysitelikeaspiderinherlairwaitingforhernextmealtowanderintoherweb."Inretrospect,Iwouldleaveoffalloftheextrawordsandsimplyconfirmthedownloadbystating,"Yesterday,youdownloadedthedocument[nameofdocument]…"andthenexplainwhythatissignificant.Soundslikeafacttome.Maybethisfactshoul...
