November 5, 2018

How to Write an Email to a Potential Buyer

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You’ve collected email addresses and now you’re staring at your computer screen, trying to figure out how to write an email to a potential buyer. “This should be easy,” you think. Afterall, you’ve been writing emails forever. But a marketing email, well it’s a whole different beast.

Instinct says to just follow the big brands’ sales email formats, and create a decent-looking email layout, showcasing items or services for sale. Don’t do this. If you’re a small business owner or marketer sitting down to write an email to a potential buyer, read this first.

How to Write an Email to a Potential Buyer

When you first get an email address from a potential customer, they’ve generally only had a couple interactions with your business (sometimes only one). If you sit down and write a sales email right away, you probably won’t get the sale, and worse, the person is less likely to open your future emails.

Did you know that it takes the average person 7 online interactions with a brand before becoming a buyer? So mathematically, interaction #2 or #3 probably isn’t going to get you the sale. What you really need to do is reach that person a few more times before offering them anything for sale. And not only reach them, but connect with them. With smart phones and social media, people can feel bombarded with sales messages day in and day out. The most promising way to get their attention is to connect with them in a meaningful way.

How to Craft an Email That Will Connect with a Potential Buyer

The first email is usually a welcome email that immediately creates a connection between your brand and the potential buyer.

You can create connections in a couple of different ways:

  • Figure out your audience’s wants, needs and goals. Ask yourself, what do they value and how can you connect that to your brand’s own missions, values and services?
  • Provide value. To build a relationship with the potential customer you need to offer them value. That can mean giving away free advice, a free sample, a free guide, etc.

It’s all about trying to put yourself in the potential customer’s shoes. That first email should entail some sort of brand story, reaffirming why they signed up for your email list in the first place. It should also include value, which will help you start nurturing them.

Write a few more emails that add value and exemplify your brand’s story before sending the first sales message, and you’ll give yourself the opportunity to actually close the sale.

Email Writing Tips

  • Personalize your emails.
  • Use active verbs (is, was, make are boring and will bring down the impact of the copy).
  • Be voicy. Infuse your personality into your emails in an appropriate way. Keep it professional, but use a casual tone as if you’re talking to your best friend. Everything you learned in school on how to write stiff business emails, throw it out the window (or at least save it for a boss or coworker.)
  • Avoid using the word “we” until the call to action. Try to write from the potential buyer’s perspective instead of your own.
  • Use your subject line wisely. Try writing down 5 subject lines that create curiosity. Then choose the one that stands out to you the most. This will help to get you that all important click.
  • Do not use a free email address from gmail, yahoo, etc. Your email address should be brand specific.
  • Do not use a noreply@ email address.
hello sign - writing an email

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Jamie Barber is a content marketing consultant. Online Content Consultants Matt and Jamie teach business owners how to use no-cost advertising strategies to grow their businesses. Get access to the content marketing course here.

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Jamie Barber