The Anatomy of the Perfect Prospecting Email

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The ability to deliver an effective email is critical in today’s selling scene. Phone calls are proving ineffective, taking an average of 22.5 dials before meaningful contact is made. The voicemail is on it way out too, with companies such as Coca-Cola and JP Morgan eliminating it from their communication entirely. This tells us that connecting through email is more important than ever. But thanks to marketing automation, buyers are being inundated with hundreds of emails a day. And although it’s tempting to spray and pray, we all know that method is ineffective. It’s not sending emails, whether it be 10 or 100, that matters. What matters is getting a response- and a meaningful one at that. Because if you can start a conversation, you’ve successfully broken through, meaning your chance of closing that deal increase exponentially.  

As we’ve said before, if you’re unable to break through the noise, your emails are being ignored. And if you’re going to stand a chance, you need to be different and offer real value. So how? Incorporating video into your email outreach is the solution, but there’s more too it than throwing a YouTube link in  the body of an existing email template. We’re here to help you get started by building the perfect prospecting email- from subject to signature line.

 

Devin

Subject Line

Shorter email subject lines directly correlate to an increase in open rates, with six to ten-liners finding the most success. This is tied to mobile, since more than half of emails are read on mobile devices. Most mobile screens and email service providers such as Gmail and Outlook only display the first four to seven words of the subject on mobile, so keep it short and sweet.

Include the words Videomail, Video Message, or just Video and the recipient’s first name in  your subject. This will catch your recipient’s attention and help you stand out from the 100+ emails that land in their inbox every day- because emails with personalized subject lines are 22.2% more likely to be opened. Here are a few examples:

  • Personal Videomail for John
  • New Video Message for Heather
  • [Video] Salesforce/OneMob Meeting Recap

 

 Email Body

When using video, keep the text portion of your email body brief as well.  Use this space to initiate the conversation and lead into your video. Whether you’re breaking in or following up after a cold call, remind prospects why it’s worth their time to speak to you. The body should lead the recipient to watch the video, driving more watches and getting your message both seen and heard. No need to repeat the content of the text and video twice. Keep it down to 1-3 lines, then let your video do the talking- literally.

 

Video Content

Your video should obviously be the star of your email. If it’s your first break in attempt, then all the more important to make a good first impression. There are 3 key things to include in your video- the introduction, trigger event and call to action. What’s the reason for contacting them? Did they download a piece of your content? Were you referred to them? Or did you notice a certain commonality? The real engagement comes from your call to action. With OneMob’s built in response form right on the Engagement Page, you can tell your recipient where to reply to you or set up a time to talk if they want to continue the conversation. For prospecting new leads, keep the video around 30 seconds. Once you’ve engaged, length can go into 60 seconds with more detail

 

Kyle

What Next?

When you send a video through the OneMob platform, you’ll know who opens, watches and responds to your videos. With all this information tracked in your Salesforce account, you’ll gain actionable insights to help you determine the next steps in pursuing your prospect. You’ll also be able to tell which type of videos drive the best results for you- whether they be personal or product focused. Remember that the goal is quality, not quantity. With OneMob, our aim is to help you deliver a unique email experience to your prospects, and in turn receive quality responses that ultimately lead to quicker closed deals and increased revenue. To learn more and start engaging your prospects through video, sign up for a free trial. 

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