Prospecting Email: How to Write Impactful Emails (1/3)

This article is the first in a series of three, designed to help you write an effective prospecting email. It covers writing a subject line that catches the eye and encourages prospects to click. The second will focus on the content of your email, and in the last, we will offer you a method and examples of emails that work. Let’s start right away with writing the subject line.

The Importance of a Well-Written Email Subject Line

The purpose of the subject line is to say enough to encourage the prospect to click, without revealing everything. Let’s start by recalling some figures to keep in mind when embarking on a prospecting email strategy:

• Executives receive an average of 88 sales emails per day
• The open rate is around 20% for B2B

A poor subject line means no open. In that case, all the work you put into crafting the best email in your company’s history goes to waste.

To avoid wasting your time (and money), it’s better to take a few minutes to think about the best way to phrase it. A refined subject line is one of the keys to writing a prospecting email. To write it properly, there are techniques to apply.

What are the mistakes to avoid?

Forbidden words

“You are the big winner!” ; “Congratulations X, receive your free bread oven.” These are perfect examples of emails that go straight to the trash. Terms like “Urgent” or “Free” should be avoided.

Punctuation

Become a master in the art of punctuation, know how to use it wisely, without overdoing it. Thus, an email like “Ms. Schmitt! Your X newsletter has arrived!!!” gives a much less professional image than “Ms. Schmitt, your X newsletter has arrived.”

Capital letters

They should only be used at the beginning of a sentence or for a proper noun, that’s what we learn in school. It’s the same for a prospecting email. Avoid all-caps words like: “DISCOUNT”, “NEW”. While capitalization catches the eye, its use is reminiscent of the many spam emails that flood our inboxes.

Errors

As everywhere, spelling errors are a blemish. Making an error in just 40-50 characters paints a picture of a company that is not very conscientious or attentive.

Writing an Impeccable Email Subject Line: How-to Guide

Personalize your subject line

If you have your contacts’ details, you must use them. We are all more attentive when we feel personally addressed. Addressing a prospect by their first and last name is more likely to make them open your email.

Brief but effective

A subject line should not exceed 50 characters. 30-40 characters seems ideal for remaining impactful. No need to elaborate, you just need to encourage the prospect to click.

Keep it simple

Don’t get into convoluted explanations. The subject line should state the essential without revealing everything. Leave aside catchy phrases like “Presentation of our commercial offer”. Who are we talking about? Who are we talking to? Instead, write “Ms. Schmitt, discover the 2016 catalog (company name)”.

Present a benefit

If you know your prospects’ needs, offer them a benefit in your subject line. Provide added value! For example: “Our 10 tips for…”

4 examples of subject lines that work:

• “Did you win…? “, “Do you think you’ll succeed…?” : question your prospect.
• “Will our product X appeal to you?” : spark curiosity.
• “Winter is coming, don’t forget to…” : play on seasonality.
• “80% of our clients appreciate…” : showcase your successes.

What about you? What are your secrets for writing a high-impact prospecting email? Share your best practices and tips in the comments!

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