Mass emailing is dead. How to get back in the game and win business through email.

Mass email is dead. So, what’s next?

Put your hands up if you’ve ever spammed your prospects with email marketing.

We’d be amazed if you didn’t, most sales and marketing professionals have at some point in their career with varying levels of success.

Unfortunately, many companies haven’t stopped mass email marketing, and it’s muddied the practice. Making success from email marketing that much more challenging.

Today, we’re going to demonstrate the evolution of email prospecting and how to change your emails from old-school generic spam filter bait to a modern, focused and value-adding strategy.

What is mass email marketing?

You may not even be aware you’re doing it!

Mass email marketing is when you send the same email to an extensive list of prospects. This could be across any sector – marketing, sales, recruitment, even supermarkets do it!

It’s a marketing strategy that gained a bad reputation over the last few years after poor execution yielded a very low conversion rate.

Mass email is not customised, targeted or personalised, often being sent to an unfiltered audience who may or may not be interested in what you have to offer.

Buyers today expect targeted and customised emails that provide relevant information and offers to their immediate needs.

The Old-old School

Mass emailing used to generate enough leads to keep sales teams happy with a consistently full pipeline.

These typically included:

A piece of content to add value.

Using articles and blogs in mass emails is an old tactic to draw away from the fact the email is clearly not personalised.

You knew the content would grab your buyer’s attention and hoped it would be enough to action the second part of your email.

The connection request.

To be closing sales, you must always be asking. Or so they say! Asking for a call or offering a consultation of some kind shows interest in your prospects’ business and piques their interest in how you could help.

So, these old school emails weren’t inherently bad. However, they don’t work anymore and here’s why:

Openings were too generic.

Terms like ‘Hi there’ or ‘Good morning/afternoon’ are an automatic switch-off for most. It automatically rings automated email alarm bells in your prospect’s brain.

Follow that with a generic question like ‘Are you looking to increase sales right now?’ or ‘What does your marketing strategy look like this quarter?’ and you’ve got a recipe for disaster.

Your prospects don’t know why you’re asking them, and you’re not giving them a reason to care. They are busy and are probably zoned out and moving to other emails before they even finish yours.

Making assumptions.

Nobody wants a random salesperson to insult them – especially through a mass email.

When you include comments such as ‘You really need to work on X or Y’, ‘Our service can fix X problem for you’ or ‘You’re leaving money on the table not using us’ you instantly switch your prospects to the defensive.

A better approach would be to research your prospects before sending an email. Then include something you really like about their process or service then suggest an idea or two on what can be improved or share your experience of helping a similar company.

This is a much less direct and jarring approach to offering your help. It allows you to provide immediate value, without being too pushy or offensive.

Putting all the work on them.

Using vague or non-committal calls to action puts all the work on them. ‘Let me know what works for you’ or ‘When would you be free for a call?’ leaves it up to them to not only reply but then wait for a response and still be interested further down the line.

A much more proactive way to close would be to include a calendar link or booking tool. ‘I’d love to learn more about your unique business challenges. Click here to book in a no-strings consultation: [Link to calendar]’

Personalised… but not.

Whatever the cause, a combination of the ones we detailed above or another email faux pas, prospects stopped opening and responding to emails.

The industry started to adopt ‘personalising’ emails, just not to the extent they should’ve.

Without changing much of the email content, they started greeting each prospect by name and suggesting specific call or meeting times.

‘Would you be free to discuss at 3 pm on Tuesday?’

Looking back, it’s not too hard to see why adding someone’s name and demanding their time still didn’t work. Your prospects will still see through this type of copy and pasted template.

The Answer

It’s been a confusing transition. After all, not so long ago, these same prospects would have been responding to these types of emails.

All of a sudden it seems like adding their name isn’t enough, adding their company name isn’t enough.

So, what’s the answer?

Your prospects don’t want ‘personalised’, they want tailored, focused, and value-adding content so give them what they want.

Don’t be afraid to send emails one by one, quality over quantity.

Focus on them.

Detail an event in their professional life; perhaps they run a podcast you could listen to and comment on. Or they’ve just posted a great article on Linked In. Whatever it is, use it to build that initial relationship.

‘You did a brilliant job on your recent podcast on [Subject]. How do you think this will change as XYZ develops further?’

Connect the dots.

Connect their role and expertise to your own or the company you represent.

‘I had a few ideas on X related to your project with Y, which I recently read about on your company LinkedIn profile. I help SME’s like yourselves bring their business to the national market through a unique multichannel approach.’

Galvanise your CTA.

Provide a specific time and method to continue the conversation without being demanding.

‘What’s the easiest way for us to get 10 minutes together on Thursday to share how our expertise could be mutually beneficial? For me, it’s through my Calend.ly here.’

Using the tips above, you should start to see your email prospecting begin to pick up again.

So, start sending and tracking truly value-adding emails to your prospects and see what combination works best for you.

While you’re at it, why not try using personas to tailor your messages further. And how to increase your credibility through social proof.

Oh, you want to make email prospecting even easier? Click here to learn more about Intelligent Talk and how our unique methodology can open the doors to new business opportunities for you.

Published: 22nd February 2021

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