Tips on Emailing Leads

How to craft and adjust your email content


Thank you to those who messaged us regarding our previously posted guide to text messaging. We appreciate the positive feedback. We also took your recommendations to heart: While many of you have been unable to send compliant text messages at all before Deft Sales, and, as a result haven’t had experience with text messaging as a medium, that does not mean there is nothing left to learn about how to email your new leads. As several of you pointed out, many here are new to being able to set up email drip campaigns in advance at all, let alone have that process automated for you through Deft Sales, so some pointers about email content best practices would be appreciated. Here are three major principles of lead email drafting from Deft Sales:



  • First things first. Only rarely is it best to build up to a point. Rather, begin your email with the most crucial information and descend as you go to less important details. It can be hard to draft this way on the first go, so here’s a tip: write the email in whatever way is intuitive for you, and then read it over, asking yourself, *what is the most important sentence in here?* Try putting that at the top and adjusting the rest to compensate.

  • One call to action per email. If you are attempting to convince someone to do more than one thing in an email, you're likely to have less success. It is usually better instead to move over calls to action to future emails. People are more likely to take action when they are not spreading out the inspiration you gave them across multiple to-do items. Remember, even if your call to action is for a change in mindset, that still counts. For example, *“think differently”* followed by *“and now that you’re thinking differently, get set up with my service”* are two separate calls to action and typically warrant two individual emails.

  • Maintain brevity. As with text messaging, studies show that much longer emails are seldom read in their entirety as compared to shorter emails. As long as you stay professional and intelligible, shorter is better. If lengthy details are important, consider storing them outside the email and linking them from the email. For example, I think it is important that everyone reading this blog entry understand the context of email campaigns as they factor into Lead Relationship Management (LRM), but instead of writing all about that in this paragraph, I’m instead linking to a different place summarizing that. Can’t store the info on your website? Consider cloud storage -- Microsoft SharePoint, Box, DropBox, Google Drive, etc.

We adhere to these principles in the default campaigns we already provide to each of you for your lead sources. However, what we offer you in terms of the content and timing of each drip campaign step is at the center of the lead conversion bell curve across the metrics that matter -- outreach density, credibility establishment, pushiness toward conversion, interest in listening, emotional appeal. For each of these metrics, we ask you to consider your leads and make adjustments accordingly. We also encourage you to adjust wording to speak from the voice of your organizational culture.


Want all this done for you? We’re happy to run you through a process ascertaining from you what style and balance you prefer and then adjusting your campaigns for you. Interested in exploring that option? Sign up for an informational session with Alec here.