In today’s world e-mail is often used to communicate with prospects, customers and just about everyone else. There once was a time a long time ago when people looked forward to getting an e-mail. Now we get so many of them a day that we often do not even look at everyone. We have received so much junk e-mail or spam that often unless it is an e-mail we are expecting we do not give it a second thought.

In this white paper, I will provide you with a system to write e-mails the people will respond too. First, let’s start with some important e-mail tips:

  1. Never send a sales e-mail without a reason as to why you are reaching out.
  2. Before writing your sales email do your research about your prospect. Look for trigger events on blogs, websites, social media and google.
  3. Start your e-mail with something about them, not you. Remember it is not about you, it is about them.
  4. End your e-mail with a question about your prospects needs, interests or goals.

Five Part E-mail System

  1. Prep Your E-mail
  2. Compose a Subject line
  3. Compose an opening line
  4. Write your body copy
  5. End with your e-mail signature\

1.) Prep Your E-mail

Take some time to think about what your goal of the e-mail you are about to write is. Do you want to get an appointment with the recipient? Do you want the recipient to click on a link? You need to know what your goal is so you ca craft your e-mail t attain that goal.

Now before you start writing take five to ten minute to prepare the relevant information for your e-mail. If you are reaching out as a cold call make sure you research your prospect. Do a google search on your prospect. Check if they blog, look them up on social media, review their company website. You need a reason to reach out to someone other than you want to sell them something.

Think about how you are connected. Do you have mutual connections? Do you have mutual interests? We will use this connection in our introduction to help with building some creditability with our prospect.

Did some event happen that has an influence of your e-mail introduction? For example, did you meet this person at a tradeshow? Did you meet this person doing some hobby you both share? These are called trigger events, the more personal they are the better. Remember it is about them and not about you.

Look for ways you can personalize this e-mail to your prospect. That alone will make it stand out among the copious amounts of e-mail everyone gets every day. Once you have established the context you will write this e-mail in you can use that information to start a personalized e-mail conversation.

2.) Subject Lines

By this time, you should have established a goal for this e-mail that is not closing the deal. Instead, you should be focusing on getting a response from your prospect. We always want to use personalized context in our e-mails as this will give us the best chance of getting a response.

Below is a list of words that you SHOULD NOT use in your subject line:

Final, Complimentary, Unique, Reminder, Help,

Discount, Sale, Donation, Solution, Tempting,

Don’t, Partner, Specials, Exciting, State of the art, Deal

Some sample subject lines you could use are:

[Mutual conection] recommended I get in touch

Ideas for [what is important to them]

Question about [recent trigger event]

Question about [a goal they have]

Thoughts about [blog post etc]

Have you considered [thought / reconmendation]?

3.) Opening Line

Now we are going to start working on the content with that will be in your e-mail. How many e-mails have you responded to that began with “My name is ….”? I would hazard a guess not too many.  Always start off your e-mail by saying something about them, NOT YOU!

An example might be:


I noticed you…”

4.) Writing the body copy

This is the meat of your e-mail. You want to ensure the copy in your body relays your value by connecting you to your prospect. Make sure you avoid generic value propositions like:

“We help local businesses increase their leads….”

Better than using a generic value proposition ask a great question that aligns what you have learned from your research with your prospects goals and needs. For example:

“How, if at all, would you like to improve your online marketing?”

“Is [benefit to them] a priority for you right now?”

“Do you have any unanswered questions about [topic of learning]?”

5.) E-mail Signature

Last but not any less important is your e-mail signature. You want to keep it short, using simple plain black and white text. Make sure your signature is not a distraction and be sure to include your contact information.

For example:

John Doe

ABC Company


Using this system you will find you will get a dramatic increase to how many e-mails you will get replies from. Just like any system it gives you the benefit of troubling shooting what went wrong if it did not work and replicate what works. For more training and information on how to write e-mails for your organization please contact us!

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