“The story is the heart of the sale,” says Matthew Pollard, author and speaker.

Writing a perfect sales email is an art that requires a combination of strategy and persuasion. Here are some tips for writing a sales email that will get results.

Personalize the email: Start by addressing the recipient by name, and make the email as personal as possible. Show that you’ve done your research on the recipient and their business, and use that information to connect with them.

Create a compelling subject line: The subject line is the first thing the recipient sees, so make sure it’s attention-grabbing and relevant to them. Use a subject line that intrigues the recipient and makes them want to open the email.

Build trust and credibility: Build trust and credibility by demonstrating that you understand the recipient’s needs and how your product or service can meet those needs. Provide evidence of your expertise and show that you have helped other businesses achieve similar results.

Use persuasive language: Use persuasive language that motivates the recipient to take action. Use action words, create a sense of urgency, and make it easy for the recipient to take the next step.

Use storytelling: Use storytelling to illustrate the benefits of your product or service and make it relatable to the recipient. Personal anecdotes and examples can help to make your message more relatable and memorable.

Make it visually appealing: Use images and videos, when appropriate, to make the email more engaging and make it stand out in a crowded inbox. Use a clear and visually appealing layout that is easy to read and understand.

Include a call-to-action: Include a clear and specific call-to-action, such as scheduling a meeting, setting up a phone call, or visiting a website. Make it easy for the recipient to take the next step and indicate a sense of urgency.

Follow up: Follow up with a polite reminder email if you don’t receive a response. Remember that sales is a process and not everyone will make a decision on the first contact.

Test, Test, Test: Like in any other form of marketing, A/B testing different elements of your sales email, like subject lines, calls-to-action, and layouts, can help you identify what works best for your target audience.

Keep it legal: Remember to comply with laws and regulations regarding sending unsolicited emails and make it easy for recipients to unsubscribe from future emails.

In addition to these tips, it’s important to keep in mind that your sales email should be written in a conversational and non-pushy tone. The goal of your email is to establish a relationship and to make it easy for the recipient to engage with you further. It’s also important to understand that not every recipient is going to be a fit for your product or service, so keep track of the responses and tailor your approach accordingly.

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