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The Anatomy of a Perfect Sales Email

3 min read
Updated Oct. 17, 2023
Published Nov. 6, 2019

The word “perfect” sets a high bar. And perfection makes us nervous, anxious even. But if you think that crafting the perfect sales email is a mythical maneuver, think again.

Writing sales emails that hook prospects isn’t as tough as it seems. What does it take? Researching the prospect and making a thoughtful connection, delivering value quickly, and providing them with a clear next step.

Let’s dissect a real-life example of a killer sales email⁠—a follow-up our CEO sent after meeting a prospect from Influitive at the SiriusDecisions Summit.

1. Let’s Get Personal, Personal

What drives a prospect to open an email? A subject line that’s all about them. It could be a stat or story about their favorite sports team or congratulatory note on their recent work anniversary.

In this case, Kyle pulled a sentence directly from the prospect’s online bio:

subject line

While anyone can find this information, it still required effort to get it. So, your prospect will appreciate the time you invested. And that thoughtful, personal touch sets your email apart from bajillions of generic sales emails flooding people’s inboxes.

You can see exactly where Kyle got the info on the Influitive bio page:

skala example

2. Help Me Help You

Since the subject line caught the reader’s attention, she opened the email. But that’s just the beginning. The real value comes from sharing how you can help.

Notice that the compliment in the first sentence references the subject line. But just as quickly, the seller makes a smooth transition to how he can help the prospect, reinforcing his company’s key message. Relatable and simple.

3. Let’s Talk

Once you’ve outlined the value you can offer, include a standalone line suggesting a date for a call. This simplifies the next step and response for the reader.

Then make the postscript the icing on your cake. In the case of our example, the seller referenced the prospect’s recent intriguing tweet:

example email

Sure enough, it worked. The prospect sent the email to her entire team as an example:

sales emails

The “Why You, Why You Now” strategy she refers to is Jeff Hoffman’s concept of not only connecting but creating urgency.

It’s clear to see: this is a delightful email exchange where everyone wins. The best part? It shows that salespeople don’t have to be pushy or aggressive to engage prospects.

Hungry for more ways to make your sales emails more effective?  Check out our latest research,  Email Prospecting: 3 Data-Influenced Best Practices.

Email Prospecting 3 Data Influenced Best Practices