Writing Emails That Lead To Sales
If your goal is to grow your business, then finding new leads—people interested in your product or service—is key. Creating lead generators, like free eBooks or checklists, is a powerful first step. But once you have those valuable emails, the question becomes: what do you do with them? The answer is simple—create a sales email campaign. A sales email campaign is a series of emails, typically 5-10, that guides potential customers toward making a purchase.
Let’s break down how to create a sales campaign that converts your leads into loyal customers.
Understanding Qualified Leads
Not all leads are created equal. A “qualified lead” is someone who has actively engaged with your lead generator, showing a clear interest in your product or service. For example, if you’re a home inspector and someone downloads your lead generator, “10 Things New Homeowners Miss,” they’re likely in the process of buying a new home or have just purchased one. This person has a specific problem your service can solve, making them a warm lead—someone with a real need for what you offer.
Qualified leads are more likely to convert into paying customers, and your sales campaign should focus on these leads by addressing their unique concerns.
Structuring Your Sales Campaign
A well-structured sales email campaign doesn’t just ask for a sale right away; it builds trust, addresses objections, and gently guides potential customers toward a purchase decision. Here’s a basic outline of topics you can cover in your emails:
Introduce the Value: Your first email should emphasize the benefits of your product or service. Show why it’s valuable and how it can solve their specific problem.
Address Objections: Potential customers often have questions or concerns. Address these head-on in your emails. For a home inspector, this might mean justifying the cost of an inspection by explaining the potential financial loss of buying a home with unspotted issues.
Include Testimonials: Social proof is powerful. Include customer testimonials to reassure potential clients of your credibility and quality of service.
Shift Their Perspective: Help your customers see the importance of what you offer. This can involve educating them about the risks of not addressing the issue your product solves.
Make a Call-to-Action (CTA): Each email should contain a subtle CTA. Encourage them to explore your website, schedule a consultation, or make a purchase. Use friendly, approachable language to prompt them to take the next step.
By addressing the specific pain points of your qualified leads, your sales email campaign becomes much more than a generic sales pitch—it’s a tailored journey designed to ease them into purchasing.
Creativity and the Art of Selling
This is where you can get creative. Each email is an opportunity to engage and connect with your leads in a personal, authentic way. Let your personality show through and don’t be afraid to use storytelling. For example, if you’re the home inspector, you could share a story about how your inspection helped a client avoid a costly mistake. These personal touches make a difference.
What If They Don’t Buy?
Not everyone will buy after your initial sales campaign, and that’s okay. If a lead doesn’t convert, it doesn’t necessarily mean they’re not interested; it might just mean they’re not ready yet. That’s where the next step comes in: nurture emails.
Creating an effective sales email campaign is a valuable investment of your time and energy, laying the foundation for converting leads into loyal customers. In our next blog, we’ll dive deeper into how nurture emails can keep your business top of mind.