Lunch & Learn - The Art of the Sales Email

1. LUNCH & LEARN
PROJECT
DATE AKUITY
MARCH 4, 2015
THE ART OF THE SALES EMAIL
WRITE & DESIGN COMPELLING EMAILS

2. CONTENTS.
The Subject Line
Call-To-Action (CTA)
Crafting Actionable Copy
When to Send
LinkedIn Interaction
LinkedIn Pulse

3. EMAIL
TEMPLATES
CRAFTY RESULTS

4. THE SUBJECT LINE
PLEASE DON'T DELETE ME!

5. The Subject Line
Question about [goal or trigger
event]
[Referral/Mutual Connection]
recommended I reach out
[First name], quick question for
you
Ideas for [goal/trigger event]
Thoughts about [blog post title
or shared discussion]
Sorry I missed you!
Appointment Confirmation
Are we the right fit for your
Technology Needs?
Personalized and Attention-Grabbing

6. CALL-TO-ACTION (CTA)
WHAT ACTION DO YOU WANT YOUR READER TO TAKE?

7. Call-To-Action
What action do you want
people to take?
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Every email contact should have a CTA. They are the key element to lead generation.
Keep them Short and Concise.

8. Check It.
Here's a checklist for the essential
elements of a quality CTA:
Copy that makes people want to act
Eye-catching design
A clear value proposition
A specific page (ideally a landing
page) aligned with one stage in the
sales cycle

9. CRAFTING ACTIONABLE COPY
KEEP IT SIMPLE, AND CLEAR.

10. “Clarity trumps persuasion.”
– Dr. Flint McGlaughlin, Director of MecLabs
(http://www.meclabs.com/)

11. Crafting Actionable Copy
Good writing matters. You need to be able to articulate ideas clearly,
while capturing readers attention at the same time.
Personalization. Whether it’s aimed specifically to an individual or a
specific vertical.
What do they want me to do here? Include a verb in the CTA copy,
to prompt readers to take action.

12. WHEN TO SEND?
GIVE YOURSELF THE BEST OPPORTUNITY.

13. When to Send?
Think about when YOU are most apt to open and reply to a Sales
email.
Personal Results:
Thursday’s
Saturday’s
All Industry Reports

14. PERFORMANCE BY DAY OF WEEK
SOURCE: EXPERIAN MARKETING SERVICES | QUARTERLY EMAIL BENCHMARK STUDY

15. PERFORMANCE BY TIME OF DAY
SOURCE: EXPERIAN MARKETING SERVICES | QUARTERLY EMAIL BENCHMARK STUDY

16. RESPONSE RATES
SOURCE: EXPERIAN MARKETING SERVICES | QUARTERLY EMAIL BENCHMARK STUDY

17. TRACK YOUR RESULTS
ARE YOU NOT USING SIDEKICK? DOWNLOAD SIDEKICK TODAY TO SEE WHO OPENS YOUR
EMAILS.

18. LINKEDIN
MANAGE YOUR PROFESSIONAL
IDENTITY.

19. LinkedIn Interaction
3 Best Practices
Find Your Audience
Identity, Network, Knowledge
Shape Perception
Target your Message
Establish Trust
Share content and opportunities to make professionals more productive and successful

20. LinkedIn Pulse
Relevance, Variety & Frequency
What to Post
Helpful Content (Monday & Saturday)
Definitive Post on a Subject with In-Depth Insight (Tuesday)
Lighter Side (Wednesday)
Spicy Take on a Topic (Thursday)
Good Fun - Not necessarily Business Related (Friday)

21. By tying together all of your marketing efforts,
you will be able to influence the path to the sale.

22. FIN.