Write an engaging introduction
Once the prospect has opened your email, you have about five seconds to tell them why you are reaching out and persuade them to keep reading further.
Now, many of us use this space to talk about ourselves, our company and our services. But this paves the way for your email to end up in the trash. Instead, consider the purpose of your email and include aspects your prospects care about—something about themselves, their company, their problems, or a solution to their problems—to get them reading further.
You can touch upon any of these aspects by asking a question, mentioning a mutual connection or referral, complimenting recent work or publication, or acknowledging their pain point. For example:
- I just ran across your website and noticed you were using [your competitor’s product]. How do you like it?
- I work a lot with [your targeted industry], I noticed that [company name] recently [company action/achievement]. Congratulations!
- Do you have 10 minutes to talk about how to grow [company name] fast? I have an idea that has already helped [examples of other companies/competitors] double their traffic to their website.
- I work with dozens of [industry] companies that struggle to generate enough targeted leads for their sales teams. Do you ever have that problem at [Company Name]?
- My name is [name], and I wanted to reach out to see if you would be interested in joining our upcoming webinar on [topic].
Depending on your reason for reaching out, your data about the company’s browsing patterns and your target audience’s interests, you will use a different introduction. These all have in common that they show that you’ve done your research and care about the recipient and their company, rather than going straight for a sale.