{% set baseFontFamily = "Open Sans" %} /* Add the font family you wish to use. You may need to import it above. */

{% set headerFontFamily = "Open Sans" %} /* This affects only headers on the site. Add the font family you wish to use. You may need to import it above. */

{% set textColor = "#565656" %} /* This sets the universal color of dark text on the site */

{% set pageCenter = "1200px" %} /* This sets the width of the website */

{% set headerType = "fixed" %} /* To make this a fixed header, change the value to "fixed" - otherwise, set it to "static" */

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{% set buttonRadius = '0' %} /* "0" for square edges, "10px" for rounded edges, "40px" for pill shape; This will change all buttons */

After you have updated your stylesheet, make sure you turn this module off

The Complete Anatomy of a Great Sales Email

by Lindsay Kelley on May 5, 2017
Find me on:

Stop sending crappy sales emails. Be helpful.

rachael_Plummer_Hubspot.jpgSpecial guest Rachael Plummer joins us from HubSpot to discuss the anatomy of a good sales email.

We see a lot of sales-y emails in our inbox these days, so what makes for a GOOD sales email. Rachael and I share some examples of the good, the bad, and the downright terrible.

Sales emails are hard! According to TOPO, prospects open less than 24% of sales emails.

If you’re looking to actually get a response from your sales emails, and I’m sure you are, you need to structure the email so that it speaks to the prospect… not speaks to how great your company is… they don’t care… yet. Let’s dig in.

What’s the anatomy of a good sales email?

Have a reason for contacting them:

  • They downloaded something on your site
  • You liked a blog post they’ve published
  • You have a mutual connection
  • You saw their post on LinkedIn...you get the picture.  

Example: "You recently checked out some resources on the HubSpot website, and as a follow-up, I took a look at your website."

TIP: If you’re referencing something, paste it right into the email to show you actually did your research.

Do you have inbound sales or marketing questions? Ask us here!

Highlight pain through a positioning statement:

What is a positioning statement? You know their world, you know their pain. 

Example: “I speak with a lot of manufacturing companies like yours who tell me that they have trouble generating leads for their sales team through their website."

"Data from Impact Communication shows that 70% of people make purchasing decisions to solve problems.”

Don't forget to tip:

Give a tip or helpful resource that helps to solve their pain point and aligns with your services.

Example: "One thing that stuck out to me on your site is your pages titles don't have a good keyword for what you offer"

Other tips: page title tips, blog tips, Call-To-Action tips, ROI Calculator, website calculator, industry e-book, etc.

Give a reason why that tip helps:

They may not know why it’s important to do what you’re telling them to do

Example: "This is the first place Google looks when deciding where to place you in search engine results. Every page of your website is an opportunity to get found by people searching for your services.”

Incorporate questions:

Example: "Do you use your blog for lead generation right now/do you intend to?”

The study discovered when reps asked one to three questions, recipients were 50% more likely to respond compared to emails containing no questions.

Leave it open-ended:

End with a Call-To-Action or open-ended question.

Example: "Do you have time on Tuesday between 1-3pm EST to connect this week?"

Keep it short:

Emails between 50 and 125 words had the best response rates at just above 50%.

Two ‘you’s' for every one ‘I’:

HubSPot sales folks loosely follow the BASHO methodology. You want to talk about the prospect 2x as often as you talk about yourself.

Keep it casual but not too casual:

How would you talk to your best friend’s parents? Nobody likes buzzwords they don’t understand.

Be persistent:

At HubSpot, 5 voicemails and emails is the magic number to a response with a “break-up email” at the end.

Leave a voicemail that mirrors the email you will send right after letting them know you’ll be sending an email, wait 2 days and call/send again- repeat up to 5 times

Example of a break-up email:



Listen to the audio:

Or watch the video:

Wistia video thumbnail - The Yin and Yang Show: Anatomy of a Good Sales Email

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