#10yearschallenge with Sales Emails
Have you noticed that it's already 2019?
Frankly, I'm a bit shocked.
I remember that almost yesterday Robert Downey, Jr. put the "Iron Man" super suit on for the first time. Until now, he has appeared in nine movies.
Almost yesterday, Messi got his first "Ballon d'Or" – now he has five.
And it was almost yesterday that a lot of sales emails looked completely different from what we have now.
So, we've decided to go back to 2009 (it's almost yesterday!) and compare – what changed in the way we communicate via email?
Email vs E-mail
There is NO difference between "email" and "e-mail", except this little "-". This "e" at the beginning means "electronic", or the online version of whatever. So, both of these words refer to electronic communication (this name is old-fashioned, even for 2009). But over the last few years, people stopped writing "e-mail".
Grammarly wrote a nice article about the difference between email and e-mail. Check it here.
Let's go back to 2009. The email was the king of business communication, and at that time it was a great channel for direct sales. (Yes, you could reach hundreds of people with cold emails and get a few sales right away.) Times have changed and now people DON'T sell via email, they BUILD RELATIONSHIPS by sending emails. These days, salespeople try to connect and find mutual business points to build a long-term business.
Does 2009's approach work now? NO, with a capital N and a capital O. People got too many emails in the "give me your money" context, so even today subject lines from 2009 like:
"Discounts only for you!",
"50% OFF TODAY!"
and others are marked as spam.
10 years ago, no one tried to personalize their opening line. Why do I need it if the majority of my recipients will open a message only because they received it? During this time, people got tons of unsolicited emails from spammy Jacks and Bobs. So today, almost everyone "scans" their inbox and decides whether they should open an email. As we already said in How To Professionally Begin an Email, people make a decision on whether they are gonna open the email based on:
And if there is NO feeling of personalization, usually people take the next steps:
Choose Email Mark as a Spam Delete.
So to avoid such a situation in 2019, check How To Professionally Begin an Email.
Yeah, 10 years ago people who sent a few follow-ups made a lot of money. Because people do not always have enough time to reply right here right now, it's better to send a follow-up email to remind yourself.
Due to the research different companies did (for example, TheDailySales), 44% of salespeople give up after the first email while 93% of converted leads are contacted by the 6th call/email attempt. But the actual sales lie in the follow-ups.
Follow-up email after the business meeting
There are a lot of people who DON'T send a follow-up email after a meeting or call (and that wasn't only 2009; it's happening now). But the difference is :
In 2009 there was much less competition, so you could get a client even if you didn't send a follow-up email after the meeting. But today that won't work. Your leads and prospects can communicate with dozens of your competitors and only the most persistent will be a winner. So always send emails after calls or any other business.
We've talked a lot about it in "How to write an email after a business meeting".
Personalization in emails
Do you remember how people personalized their email in 2009? It was like this:
"Hello, Name"- and that was it. Everyone thought "If I put the recipient's name, he/she will undoubtedly think that this is a unique email that I wrote specially to him/her."
Well, times have changed, and today some 95% of emails start with "Greetings First_Name". So you need to personalize emails much more if you want to stand out.
You need to know:
What software do they use?
Did they use your competitors?
What are the main challenges in their industry?
And many other important things.
Ten years ago, no-one knew what happened to their sent email. I don't know how we lived with that! You didn't know whether your email was opened, or lost in the recipient's inbox, or who among a group of people opened it. You also didn't know whether someone clicked your links or viewed the attachments!
In 2019, you can't live without per-recipient email tracking.
There are a lot of people who send proposals (the most important documents in sales, that help your leads make a decision) without tracking.
It's like closing your eyes when you're talking to your client in 1-to-1 meeting. You would miss a lot, and wouldn't know what exactly was the crucial point for your leads.
That's why I don't believe you can achieve successful sales in 2019 without a precise PDF tracker. With its help, you'll know how much time your lead has spent on each page of your proposal.
You would know:
what to say
what was the best time to contact them (spoiler: once they finish reading)
A lot of people said in 2009, "In the future, we won't have email". But in 2019 I can state that email is still the Number One communication channel for your business. But! Times have changed and the way people work with emails has also changed. Today you need to personalize your emails, so your prospects can feel special. Today you need to build relationships using communication methods you can trust. Today you need to appear human in any email you send. I like these changes. I hope you do, too!