By David Holland

October 18, 2016


How to Make People Stop Ignoring Your Prospecting Emails

Does your analytics say you have loads of ignored prospecting e-mails? Worse, a growing number of people tagging you as a spammer, perhaps? How about poor click-through rates?

Those are not really big surprises. There’s a reason why some marketers say that e-mail prospecting is a dead trend, that it does not work anymore and it doesn’t do decent conversion.

While that would be true at some point (as statistics say there are only 3.7% click through rates at some countries) it is also a false claim at a few angles. As long as the Internet exists, so should e-mail prospecting. You only have to do it through ways that work.

The first e-mail system was developed back in 1971 and to date, we use e-mails for most of our days. Statistics say that there are 205 billions emails sent in a single day. People spend 6.4 hours per day for both their personal and business electronic mails but among the most ignored messages are sales or prospecting emails.

There are several reasons why an e-mail is ignored. For your prospects, when they want it, they don’t need to click or delete your e-mail. They can just simply ignore and not care. It only takes about 3 seconds for them to decide which email to read, delete, forward, ignore or starred as important.

So there’s the power on that first three seconds. Yes, just three seconds and the fate to your e-mail prospecting campaigns lies on your subject line and first two sentences.

Each line should be able to persuade the reader to read the next sentence. Make sense? These days, prospects are pickier and more knowledgeable when it comes to their e-mail reading choices. When they see that the e-mail subject line is too generic and blunt, they’re likely to ignore it.

The brain sorts if a message resonates or not. People have a lot of emails to deal with and your prospecting email is not their priority. Unless the e-mail comes from the a long, lost friend, that’s when people take time to read it.

They might never got your e-mail in the first place. It could be sent through their spam box. Marketing gimmicks are likely to be tagged or caught on spam filters. No surprise. People are annoyed seeing salesy stuffs. They are not willing to waste a second to these kinds of emails. Their e-mails could be flooded with other emails from personal to business and from marketers like yourself.

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All e-mail marketers have one thing in common. We want the message to get read and not be ignored.

Prospecting emails are only effective if the subject line sparks curiosity and the content portrays trustworthiness. Your e-mail should be brief, concise and personalize for the readers to feel connected with your message. It must spark and steer conversations with the decision-maker. There is no magical answer to creating the perfect prospecting emails. You need to invest time and work to get the outputs you hoped for.

Readers are actually unconsciously evaluating e-mails in factors; subject line, length of email, readability, attachments or links and the personal style. So make your emails simple and easy to read. Break them into paragraph and don’t just compress them in long blocks.

Make the message valuable. Write as though you are talking to a friend worthy of meeting. Establish credibility. Close your e-mail graciously and don’t be too pushy trying to sell your product specially the first time you send e-mails.

Make use of powerful automating system such as Infusionsoft to enhance your company’s email prospecting frameworks. Effective e-mail automation does not only help you save time and resources but also create messages that target readers through powerful segmentation and personalization. This way, the messages sent resonate to the readers and are delivered in ways that the audience would actually want to read.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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