Using email to win sales can be a challenging gig. You won’t get the chance to have a face-to-face conversation to persuade your prospect, and your effectiveness is oftentimes bound by the quality of your list. But at the same time, email can be an incredibly productive sales channel, since it costs very little money or time, and is very easy to measure, scale, and improve.

How to Master Sales Emails

If you want to step up your sales email game, you’ll need to follow these important strategies:

  1. Know the stats. Do your research before starting. Knowing the most up-to-date email statistics for sales can help you learn which strategies are most and least effective. For example, you can learn which days and times are most effective for emails, which calls-to-actions seem to work best, and what kinds of conversion rates you can expect from an effective email.
  2. Measure your own performance. Don’t just rely on information from other parties; make an effort to measure your own performance, too, and from the very beginning. Take careful measurements of your sales email performance, including things like open rates and engagement rates. That way, you’ll have a solid basis for analyzing which future tactics work and which ones fall short. If you use Gmail or G Suite, then there you can access analytics for Gmail to help with this analysis.
  3. Focus on list quality first. No matter how persuasive or powerful your sales emails are, they’re going to be ineffective if they’re going to people who aren’t interested in your services. Therefore, everything starts with a high-quality list. You may have the option to buy a list of prospects, but it’s usually recommended that you build your own list, so you can be assured of its quality. Otherwise, you may end up with incomplete information, or people who feel spammed by your unsolicited messages.
  4. Be persistent. If your first round of emails doesn’t get many engagements or conversions, don’t be discouraged. It takes persistence and commitment to develop a functional sales email strategy. You’ll need to email the same prospects a handful of times before you reach peak conversion rates, and you’ll probably have to go through several variations of your messages before you find a combination that works.
  5. Speaking of variation, make sure you spend plenty of time experimenting with the formatting, content, and distribution of your sales emails—even if you’re getting decent results. Sometimes, a simple change to your subject line, email layout, or call to action is all it takes to instantly multiply your results. Send different versions of your emails to the same list so you can compare apples to apples (in AB tests), and measure your results carefully.

Following Up

Depending on your industry and your brand’s specific approach, sales emails could just be the beginning of the conversion process. If you plan for your emails to lead into phone calls or in-person conversations, you’ll need to have a solid plan in place to tie those two strategies together. In most cases, the most powerful sales strategy is a multi-channel one, capable of utilizing many mediums at once.