5 ways to write effective emails to win new clients

In the digital age, we are flooded with emails that can be classified as important, advertorials and well, “not-so-important” stuffs.  We tend to filter away junks, keeping priorities in check.

I have a contact of mine who is constantly drowned with tons of emails from different departments, some expecting quick-time responses.  As such, any prepositions from external partners are shelved away permanently due to time constraint.

How will salespeople then create a realistic and actionable draft that make the other party respond.

Use very short phrases that deliver your objective clearly

Often, we think the other party will read. In fact, the more you write, the more many will doze off! Emails are electronic communication meant for readers to digest easily, grab their immediate attention without sounding too cheesy. If prospects can’t understand what you write for 60 seconds, it means you don’t have any clear thoughts.

Let’s use two examples to cross-compare:

“I am Mr. A from ABC company.  Our firm has a great reputation since 1985.  For over 30 years, we have delighted our clients across the world, from Europe to Asia.  This includes firm B, firm C to name a few examples.  We are interested to work together to deliver cutting-edge solutions that will bring your business to greater heights.  Our solutions are widely accepted, such that your process gets better and your people are satisfied.  The industry is facing problems with production costs…….”

How about something that stabs right to the heart……

“I am Mr. A from ABC company.   We are interested to cut your production downtime significantly through new software. We have done that. It’s internationally adopted by industry leaders.  We recognize how a swift process yields higher output, therefore generating more volume, more sales.  Can we schedule a time next week to share the latest insights?”

Try it, you never know!

Leverage on external sources to build your claims

Most salespeople tend to use their internal marketing materials such as brochures, hoping prospects open up to read.  That’s perfectly fine.

But how many will actually do so?

In my experience, it’s better to have back-up plans. And that’s why I depend on credible, independent information that will evoke responses. It must be a contact from the leadership team who announces the new initiative. Google and find out if there are any corporate releases from the prospects’ firms. This can be a new production plant, a new office or a new country to diversify their earnings. It’s part of their corporate image.

Attach the press release article or the link and quote from there.  Build your story to connect to your products or services:

“I read from the press release that firm A is expanding to Brazil, as quoted from your CEO in the ABC newspaper dated 2 January 2018.  Please see attached.  Interesting market potential – we agree and have since opened up our office since 2000.  Therefore, we will like to walk this path with you.  Our office in Sao Paulo supports you with the IT infrastructure…”

Bring out one key benefit. This must be hugely measurable or have a great impact

We are bombarded with frequent marketing messages.  From stepping out of your comfort zone, you will see the train advertisement on skincare; the housewife carries a “Cold Storage” bag or the man on the street tells you how good his insurance product is.

How do we then create a time recall of just one preposition that’s completely not right up to the face?


This is why I use a short phrase with numeric and/or personal (yet logical) observation.  Using numbers and some of the industry language helps.

Avoid underlining the sentences in bold or make it stand out.  There are cross-culture unspoken languages that others will frown upon – for instance, bold and red in colour would literally mean “shouting in emergencies.”

 “We have observed that the industry is consolidating, due to the oversupply situation as quoted from independent sources.  As such, you can use our software to anticipate the next uptick, so as to reduce your current inventory by 10-15%.  That means you get to be the first few to earn the advantage.”

Additional tip – be less overly aggressive since it’s the first time your prospect read this.  Use fear only in specific situations.  Be sensitive to non-verbal language acceptances across the region.

“Use our software to anticipate the next uptick.  We are the only few in the market that does it.  If you don’t use us, you will lose out and therefore be in an undesirable financial position.

Call to action. Your email must have the next specific step

“Can we arrange a time, say Tuesday or Wednesday to discuss further?”
“What do you think if we schedule a coffee session next Tuesday?”
“How about we get on a call next Tuesday to talk about it?”

It sounds simple.  However, some may leave this out unintentionally or worse, didn’t know about it.

I have always left a parting note, just so I lead my prospect on to the next phase.

Use words that are descriptive, makes sense to your prospect in their industry

If you are selling to the banks, think about financial risks, interest rates, net interest margins, fintech etc.

If you are selling to the security industry, think about cyber threats, cost-to-labour issues.

Use them; tweak it according to the designation and division of your prospect. What this means is you know the latest challenges and trends, you deliver your products or services that’s of relevance that can possibly jolt your prospect out of their comfort zone.

“By using product A – you greatly reduce your expenses.  Yes, that’s labour – common issue in the industry.  The automation helps reduce your staffing cost by x%.  Innovation disrupts, you get the first mover advantage.  And you can also focus on delivering superb quality to your customers.”

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