9 Secret Tricks of Prospecting Emails That Convert to Sales

Sales Executive working in the Marketing Agency office on crafting her email marketing campaign

Prospecting Emails that Get Read

We all get them—dozens of cold-call emails. Typically, we either ignore them, letting them drift to the bottom of our inbox abyss or, more likely, we immediately delete them.

If you send prospecting emails as part of your sales strategy, you may find yourself on both sides of the coin. So how do you ensure that your prospecting emails get read, and better yet—get a response? Here are 9 prospecting email tips to give you an edge over your competitors and help you convert your emails to connections and sales.

What is a Prospecting Email?

A prospecting email is a type of sales outreach sent via email to a prospect with the goal of creating a connection that leads to customer acquisition.

How to Write a Prospecting Email

1. Prospecting Email Subject Line

While it’s tempting to go for “shock factor” or humor in your opening line, don’t do it. It’s a transparent tactic and prospects will pick up on it immediately and send you straight to the trash folder. Instead, craft a strong subject line that conveys the value of your email message. Be honest and be brief.

2. Put your Best Foot Forward

Most prospecting emails display the subject line and one or two sentences of text. Make sure your first two sentences are compelling, valuable and will make the recipient want to click inside your email to hear more.

Don’t bury your best content deeper in the email by opening with pleasantries or unrelated conversational text. Go out with a bang at the beginning of your message, and watch your click rates skyrocket.

You only have a few moments to grab a prospect's attention. Create something visually interesting.

3. Stay Short & Sweet

If you can’t convey your message in five or six sentences, you need to rethink your message. Attention spans are short – especially with prospecting emails. Get straight to the point and ensure that your message will be read, understood and replied to in a minute or less. The best sales emails get straight to the point and stay there.

4. Make it Personal

Don’t just use the standard “Hello” or “To Whom It May Concern.” Take time to use the recipient’s name (spelled correctly). It could be the difference between catching their attention for the split second you need to draw them in or getting thrown out.

5. Do your Due Diligence

Driving idea of personalization a step further, take a moment to scan social media and Google for a tidbit of personal information about your recipient or their business. It creates a connection between you and your reader. They will take note you went the extra mile to understand their background or business needs and will be more likely to connect.

6. Be Friendly

Don’t write as if you’re drafting Shakespeare. Save the flowery language and “my dear sirs” for a more formal occasion. Write like yourself. Be conversational and open. Make sure you haven’t committed any egregious grammar and spelling errors, but don’t overthink the editing process to where your content seems fake.

Don't end up in the trash! Craft a genuine note that won't get overlooked.

7. Send Something of Value

Don’t send a prospecting email just to send one. Before you send any prospecting email, make sure you have a point and a strong call to action. Offer a free e-book or a discount on your product or services. Tell your reader about a new offering or business location. Make the content count.

8. Know the End Goal

Simply put: your goal is to get a reply – an acknowledgment that your recipient heard your message. It may take a few emails to get there, but, if you tailor your message and make adjustments to your strategy, you’ll get results.

9. Leave Them Wanting More

Always close in a way that draws your reader in. A great way to do this is by asking a question. Readers subconsciously feel the urge to answer questions when they are asked – it’s human nature. Couple a question with a strong call to action, and you’ll increase the likelihood of a response. Offer a discount or something for free with your closing and watch the responses roll in.

Over to you

Email prospecting can be challenging, but if you develop a strategy, know your audience, and stay true to what works, you can quickly convert what would have been an unanswered email into a connection and a sale.

Follow Up Email that Gets a Response from Busy People

Avatar for Eric Melillo

Eric Melillo

Eric Melillo is the Founder & CEO of COFORGE | A Growth Agency | HubSpot Silver Partner | Helping SMBs Grow Better using Inbound & HubSpot. Eric is also a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.


Avatar for Eric Melillo

Eric Melillo

Eric Melillo is the Founder & CEO of COFORGE | A Growth Agency | HubSpot Silver Partner | Helping SMBs Grow Better using Inbound & HubSpot. Eric is also a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.