Dos and Don’ts of the First Touch Email in a B2B Sales Process

August 23, 2011 by

First touch emails are a tricky beast in the world of sales. When sending out your first email in a B2B sales process, you can either really warm up/inform the lead prior to the first conversation, or you can easily dig your own grave with the click of your send button.

So what are the dos and don’ts of first touch emailing? Here are some tips that I’ve picked up having worked with numerous lead qualification/sales teams in OpenView’s expansion stage portfolio:

Do:

  • Make it short and sweet
  • Get to your point — quickly
  • Use a simple, yet creative/catchy subject line — very, very important!
  • Use a few bullets to articulate your point/value — how can YOU make the recipient’s life EASIER?!
  • Reference companies in the recipients industry that are your customers
  • Speak to the pains of your target, and use a language that the recipient would be comfortable/drawn to
  • Mention anyone else from the organization that you have connected with and/or anyone who referred you to the email recipient and CC him/her
  • In your email, ask if the recipient is responsible for handling the types of projects/issues that you are addressing, and if not, who would be the best person to connect with?

Don’t:

  • Include attachments — no one opens attachments from someone they don’t know!
  • Use too many links and avoid using pictures/graphics — this increases your chance of going into spam
  • Start the subject line with Re:  if  not a reply (I hate that!) — it’s deceitful
  • Make it all about YOU — your product and it’s features — BORING
  • Send out a mass email and not include the recipient”s name or company name
  • Have any typos — make sure your emails are thoroughly proof-read
  • Make the font bigger or smaller, change the color of fonts, etc — this seems cheap and spammy
  • Use a passive, “Let me know if you are interested” at the conclusion of your email. Be assertive in that YOU will be following up on (date)

What other email dos and don’ts might you add to the list?

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Discussion

  • http://brickseller.wordpress.com Jonathan Brickman

    Devon I agree with most but I am a big believer in providing something of value in the email, if you can, in addition to a simple value prop.  Also, always provide a call to action so the reader can act easily.

  • http://twitter.com/adkerzner Aaron Kerzner

    Fantastic ideas. However in my experience when sending targeted, outbound emails, there has been some negative reaction to listing companies we’ve worked with. Some organizations refuse to do business with a firm if you’re already doing business with a direct competitor. I find this particularly apparent in the retail industry.

  • Guy Nirpaz

    Great post, I really like it!

    In addition I would add:
    * Be as personal as you possibly can and use that within context

    Don’ts:
    * If you use personal signature, make sure to respond in a timely fasion

  • Devon

    Jon, Guy and Aaron — thank you for your comments.

    Guy – totally agree with the do suggestion – can you expand on the don’t?

    Aaron – good point. That is surely something to be cautious of depending on your product.

    Jon – the value and CTA are critical – thanks for making that more clear.

  • Carol Schultz

    @Aaron :  I totally agree.  I would never list names of companies I’ve worked with in an email to a stranger.  It can seem kind of cheesy.  My emails are just the same as when I make a call, which I always do initially.  Too many people just trash email from folks they don’t know.  

      :  An introductory email or call needs to have 3 things:
    1. What was the Challenge the client I helped faced?
    2. How did we Solve it for the client?
    3. What were the Results of what we did?

  • Ray L

    Devon,

    Great post.  I usually call twice, leave a message the 2nd time, and then an email. I’ve learned that, as Aaron pointed out, name dropping companies doesn’t always work.  It will never “win” you a sale, but it could kill it.  Also, be careful when name dropping referrals.  How do we know that the prospect is on “good terms” with the referrer?  

    I agree with keeping it short and direct, making it about the prospect, and speak to the pains.  If we are prospecting, we should know what types of pains the prospect might face and we need to draw them out by asking good questions and always digging deeper.   

  • Devon

    Ray! Thanks for sharing – you make some great points! Hope all is well with you!

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Meet Devon

Devon McDonald

Devon McDonald is responsible for working directly with key stakeholders within OpenView’s portfolio to provide strategic guidance in the areas of sales, marketing, and influencer channel development, as well as operational efficiencies.

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