Prospecting Email: The Secrets to Impactful Emails (2/3)

This article is the second in a series of three, designed to help you write an effective prospecting email. In the first part, we outlined the dos and don’ts for creating an effective email subject line. In this second installment, we will explain how to write the content of your emails so that they are read, clicked, and even shared by your prospects.

What should I include in my email?

Congratulations, your prospect has opened your email; you’ve done 50% of the work. After the open rate come the click-through rate, conversion rate, and share rate. The average human attention span is 8.25 seconds. Based on this, you have little time to convince your prospect of the value of your offer. To create a comprehensive and impactful email, here is a list of elements to include in the content:

1. Start by providing context: don’t hesitate to use the famous 6W method (Who? Why? Where? What? When? Which?). In short, introduce yourself, talk about your company and your offer. State who it’s for. If it’s a temporary offer, indicate the dates. If it’s an appointment, provide a location. All these indications are essential for setting the context. The reader needs to know what to expect.
2. Create a personalized message: the challenge of a prospecting email is to show interest in the person and to make them interested. You know little to nothing about the person you’re addressing, and they’ve probably never heard of you. By personalizing your message, the prospect feels valued and that you’ve taken the time to understand their needs to convince them.
3. Spark curiosity: the recipient doesn’t know your offer, and you need to make them want to learn more. Piquing their curiosity is a good way to achieve this! If you’re launching a new product, talk about your differentiating factor. Do you want the prospect to download your white paper? Tell them about its content.
4. Include a call to action: your potential client must be able to follow up on your email. You should include a clickable link, a phone number, an email address, or even all three! Give them the means to learn more about you.
5. Highlight a benefit: put yourself in the prospect’s shoes and ask yourself why they would continue reading your email, why they would be interested in your offer, and why they would contact you.

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What form should my prospecting email take?

You’ve probably already heard of UX and UI. These two techniques highlight the customer experience on the internet. But do you know the difference between the two? To put it simply, UI is design, and UX is the overall strategy to improve a site’s usability, customer journey, etc. These two methods can be used in the context of an email. To enhance the experience of the prospect reading your content, consider the following points:

• Use bold words: Bold text catches the eye. You should use it to highlight important terms and thus guide your reader through the text.
• Include clickable links: you can illustrate your points with images as well as links. Do you have a catalog? Insert a link to it! The prospect reading your email is not passive. You need to make it easy for them to take action if they want to learn more about your company.
• Don’t neglect the design: if you have brand guidelines, a logo, or a unique visual identity, now is the time to use it!

Download your white paper: “Commercial Challenge”