Crafting effective sales emails is both an art and a science. It takes proven tactics, like strong subject lines and clear CTAs, to get people to open your emails. That’s just the start. The tone needs to feel right and the message should speak directly to the recipient’s needs. And when it comes to length, less is more.

Mike Renahan, a staff writer for HubSpot’s sales blog, says you shouldn’t sweat over an extra sentence or 2 with your sales emails, but you should follow a few best practices to ensure you’re writing the most successful sales emails. If you’re wondering how you can convey your message succinctly, keep reading. In this issue of PromoPro Daily, we highlight Renahan’s best tips for making every word count.  

  1. Don’t go over the maximum email length. In a study of over 2 million customers, Constant Contact found that emails with about 20 lines of text had the highest click-through rates. This translates to about 200 words.

  2. Use visuals to break up the text. In addition to keeping your emails brief, you might also want to include an image or icon to support the text. However, Renahan says you shouldn’t be too heavy-handed with the images. Constant Contact has found that clicks decrease as images increase.

  3. Plan for mobile devices. Renahan points out that 64% of people mostly check their inbox on mobile devices. This means they’re probably multitasking, which is another reason to keep your sales emails brief. Your point should be clear with one look, he says, without making readers scroll.

  4. Write at a third-grade level. In other words, don’t use any cumbersome turns of phrase. Renahan says free-flowing, informal emails are best for getting a response from recipients.

  5. Include a clear CTA and ask 1-3 questions. People should know what to do after they read your email. Don’t leave them wondering what steps to take next. Renahan also advises asking 1-3 questions, like “Are you currently sourcing promotional products for your upcoming event?” or “Is there a good time this week for a quick call?”

  6. Use short subject lines. The sweet spot, according to Renahan, is about 7 words. Subject lines with 7 words tend to have the highest open rate. Keep it short, to the point and personalized.

  7. Do your research. The perfect email length doesn’t matter if the reader doesn’t care what you’re saying. That’s why it’s so important to research your prospects. Renahan recommends using their first name in the subject line, which can significantly increase your open rate.

Whether you’re writing an initial email or following up on a meeting, use your words wisely. Keep each email short, use a clear CTA and personalize your messages. When you combine brevity with clarity, you increase your chances of getting your email read and starting a real conversation.

Compiled by Audrey Sellers
Source: Mike Renahan is a staff writer for HubSpot’s sales blog.