Sales Email Mistakes

Published on September 28, 2023 by David Zhang

Sales Email Mistakes

Email remains a cornerstone of B2B sales strategies despite the proliferation of social media and messaging apps. However, the influx of emails into every professional's inbox means your sales email needs to be particularly effective to stand out. Unfortunately, sales professionals often fall into common traps when crafting their messages. Avoiding these pitfalls could be the difference between a conversion and an email that gets lost in the detritus of the digital age.

In this article, we'll delve into the most common mistakes made when sending sales emails, and provide insights on how to refine your email tactics to foster better engagement and conversions.

Failing to Personalize the Message

Sending a generic, one-size-fits-all sales email is a fast track to the recipient’s trash folder. Prospects crave personalization; they want to feel understood and valued. Take the time to understand who your recipients are, what their business does, their industry challenges, and how they might benefit from your offering.

Don’t do this: "Dear valued customer, we offer innovative solutions to help businesses thrive!"

Instead, try this: "Hi [Name], I noticed that [Company] is expanding its digital services, and I think our [specific tool] could be a game-changer in your growth trajectory. Would love to explore this with you."

Overwhelming with Too Much Information

A sales email is not the place to spill out every detail of your offering. Overloading the recipient with information will reduce the chances of them engaging. Be clear, concise, and stick to key points that resonate with their needs and pain points.

Avoid: Long paragraphs that catalogue every feature and benefit your product has.

Preferred approach: A concise message that clearly states how you can solve a problem or make their life easier.

Neglecting a Call to Action (CTA)

An email without a CTA is a missed opportunity. You need to guide your prospects towards the next step, whether it’s scheduling a call, registering for a webinar, or downloading a whitepaper. Ensure that your CTA is clear and direct.

Not recommended: Ending an email without any direction on what the recipient should do next.

What you should do: Incorporate a clear CTA that prompts the recipient to take a specific action.

Using Jargon or Overly Technical Language

While you might be an expert in your field, your prospects might not share the same level of knowledge or interest in the fine nuances of your product or industry lingo. Use plain language that easily communicates your value proposition.

Avoid: "Our cloud-based SaaS solution leverages cutting-edge AI to drive omnichannel synergy and enhance KPIs."

Preferable: "Our easy-to-use platform helps you understand your customer's behaviors across all channels, helping you make better business decisions."

Not Paying Attention to Timing

Timing is everything. Sending emails at the wrong moment can lead to lower open rates. Research the best times to send emails to your target demographic and be mindful of time zones.

Avoid: Sending an email first thing Monday morning when inboxes are typically swamped.

Pro tip: Target mid-morning or mid-afternoon times, often Tuesdays through Thursdays, for higher engagement rates.

Disregarding the Power of The Subject Line

Your subject line is the first impression. A dull or spammy subject line will likely be ignored. Craft a line that is engaging, curiosity-inducing, and provides a clear benefit.

Not recommended: "Buy now and save!"

Recommended: "[Name], quick question regarding [pain point]" or "[Name], save [x] hours a week with [solution]"

Neglecting to Follow Up

Persistence pays off in sales. Not following up means missing out on potential leads that might have slipped through the cracks. Statistics show that it often takes multiple contacts before a sale is made.

Mistake to avoid: Assuming no response means disinterest and not sending a follow-up email.

Instead: Send a courteous follow-up to check in, providing additional value or a new angle on your proposition.

Failing to Proofread

Errors in your email suggest a lack of professionalism and can damage your credibility. This could be as simple as a typo, a grammatical mistake, or incorrect details.

Not advised: Skipping the proofreading process.

Advised: Reread your emails multiple times or use software to ensure they are error-free.

Using Misleading Subject Lines or Openers

While clickbait can increase open rates, it also increases the rate at which people get annoyed and lose trust in your brand. Be honest, transparent, and sincere in your communications.

Don’t use: "Re:" or "Fwd:" to imply an ongoing conversation where there isn’t one.

Do this: Be upfront and earn trust through authenticity.

Poor Email Design

An email that’s difficult to read, because of poor formatting, won’t get read. Ensure your emails are scannable and accessible, with a mobile-friendly design.

Avoid: Dense blocks of text or images that don’t load on mobile devices.

Preferred: Brief, well-spaced paragraphs and bullet points with a clear structure.

Ignoring Testing and Optimization

Your sales email strategy should be data-driven and constantly refined. By not testing different subject lines, content, and CTAs on various audience segments, you might be missing out on optimizing your message for the highest engagement rates.

What not to do: Send every email in the same format without regard to performance metrics.

Better approach: Use A/B testing to see what works best and always be optimizing.

By avoiding these common email mistakes, sales professionals can develop more effective emailing strategies that foster meaningful engagement and, ultimately, conversions. Combining these refined strategies with a smart platform like Aomni can streamline your sales process, making it more potent, efficient, and attuned to the expectations of today’s decision-makers.

Take your workflow to the next level