In today’s fast-paced business environment, email is a crucial tool for reaching potential clients and generating leads. However, with the average person receiving over 120 emails per day, it’s essential to make sure that your email stands out from the crowd. Writing a persuasive email can be challenging, but with the right approach, it can be a powerful tool for driving new business.

Here are some tips on how to write a persuasive email to potential clients:

• Start with a compelling subject line

The subject line is the first thing that your potential client will see, and it can make or break your email. According to a study by Convince & Convert, 35% of email recipients open emails based on the subject line alone. Therefore, it’s essential to make your subject line compelling and attention-grabbing. Use a subject line that is personalized and specific to the recipient, and that highlights the value of the email. Avoid using generic subject lines like “Hello” or “Follow up” and instead, use something like “Exclusive offer for [Recipient’s Name]” or “How we can help your business grow.”

• Personalize the email

Personalization is key to a persuasive email. According to a study by Accenture, 91% of consumers are more likely to shop with brands that provide personalized offers and recommendations. Therefore, it’s crucial to personalize your email as much as possible. Start by addressing the recipient by their name, and use any relevant information that you have about them, such as their job title or company name. This shows that you have done your research and that you are genuinely interested in working with them.

• Keep it short and to the point

People’s attention spans are short, especially when it comes to email. According to a study by Litmus, the average time spent reading an email is just 11 seconds. Therefore, it’s essential to keep your email short and to the point. Start with a brief introduction that highlights who you are and why you are reaching out. Then, get to the point and clearly explain the value that you can offer the recipient. Use bullet points or short paragraphs to break up the text and make it easy to read. 

“A concise, cold email to a busy exec can be a good way to get your foot in the door. But if you’re targeting a high-ticket B2B purchase (or writing to someone who shares a common acquaintance), a longer, more detailed email can help establish a relationship.”

Zendesk Blog

• Highlight the benefits

The recipient is more likely to respond to your email if they understand the benefits that your product or service can offer them. Therefore, it’s essential to highlight the benefits of what you are offering. Focus on the recipient’s pain points and how your product or service can solve their problems. Use data and statistics to back up your claims and make the benefits tangible. For example, “Our product has been proven to increase sales by 25%,” or “Our service can save your business up to 20 hours per week.”

• Include a clear call to action

The ultimate goal of a persuasive email is to encourage the recipient to take action. Therefore, it’s essential to include a clear call to action that tells the recipient what you want them to do next. Make the call to action specific and easy to understand. For example, “Schedule a call with us to learn more,” or “Sign up for a free trial today.” Use action-oriented language to create a sense of urgency and encourage the recipient to take action.

• Follow up

Following up is crucial to the success of a persuasive email. According to a study by the Radicati Group, it takes an average of three follow-up emails to get a response from a potential client. Follow up within a few days of sending the initial email, and use the opportunity to reinforce the value of what you are offering. Use a different subject line and tweak the content slightly to keep the email fresh.

In conclusion, writing a persuasive email to potential clients requires a combination of creativity, personalization, and data-backed benefits. Find out how Change for Change can add another layer of diversity to your outgoing sales.