8 (very) Good Practices to follow this year

Classic, but effective, the prospecting email is a marketing tool favored by companies looking to acquire new customers.

However, this method of prospecting is not as simple as it seems. Writing a canvassing email requires know your target well in order to address the good message to the right recipients. In addition, your prospecting email must stand out among dozens of emails that your prospects receive every day. Marketing strategy and good practices, discover our advice for writing a professional message that reaches its target.

Prospecting email: defining your marketing strategy

Who is the potential customer?

Before attacking the writing of your prospecting email, you must first define your target. Segment the contact list of your prospecting file will allow you to increase the efficiency of your prospecting campaign.

prospecting email
prospecting email

It exists three types of leads :

The hot prospect : he knows your services and has already shown interest in what you offer. He got in touch with you, asked you for additional information about your offer, signed up for your newsletter, etc. ;

The lukewarm prospect : he follows your news, has had the opportunity to visit your website, follows you on social networks, comments on your posts, etc. ;

The Cold Prospect : he does not know your offer, but his profile coincides with your target customer.

It is recommended to first address your prospecting email to lukewarm and hot leads. Contacts who are already interested in your offer are more likely to become future customers than people who do not know you.

Furthermore, it is important to segment your contact list depending on the information you have (position held in the company, sector of activity, etc.). You can then create personalized content for each typical profile. Do not hesitate to consult the LinkedIn profiles of your prospects for information.

Several prospects, each with their own email

L’introductory email constitutes a first contact. Depending on the profile of the prospect, you can, in this first message, choose between different approaches.

Provide a solution to a prospect’s problem

Here, the objective is to persuade the company that you know where his problem comes from. You can then offer him a solution and suggest that he contact you to find out more.

Congratulate your target customer

Complimenting your prospect is a great way to show you care. You must therefore first find out about his achievements. Compliment him on his latest blog post, promotion within his company, new websiteetc.

Be careful, however, of do not overdo it at the risk of irritating your prospect.

Provide relevant criticism

This type of commercial email is intended to emphasize the strengths and weaknesses of your prospect’s achievement (its website for example). Constructive criticism makes it possible to propose optimizations to your target to help them develop your business.

8 practices for a prospecting email that reaches its target

Practices for a prospecting email
Practices for a prospecting email

1- Introduce yourself clearly

The first part of your prospecting email is to introduce yourself. Try to put yourself in the reader’s shoes. For example, avoid using overly technical jargon, but don’t underestimate the prospect.

Your presentation should be clear and concise. Just present your identify (first and last name), the position you perform and the services you offer. If it turns out to be too long, you risk losing the drive. Your introduction should also be at the very beginning of your message so that your interlocutor knows immediately who you are.

At the end of the email, remember to include a professional signature in order to gain credibility. Moreover, link to your social networks (e.g. Linkedin) and your website shows that you are a “real person”.

2- Write a SINGLE impactful object

The recipient of your prospecting email certainly receives several commercial emails every day. He probably has little time to devote to it. That’s why you have to arouse his curiosity, hence the importance ofwrite an impactful email subject line. In addition, an email with no subject is more likely to end up within Spam.

Your catchphrase should reflect the content of your message. You can play on thehumor and originality in order to stand out and arouse the interest of the reader. The length of the subject is also important since a long subject usually generates more engagement than a short subject.

3- Prefer prospects known to you

An email to someone who has already contacted your business is more likely to convert. Indeed, the recipient will perceive your email in a less intrusive way if he follows you on social networks – like Linkedin – or if he has already asked you for information about your offer.

4- Personalize the content of the email according to the persona

There personalization is an essential criterion for an effective prospecting email. You will need to know your target perfectly to offer them solutions adapted to their needs. Moreover, it shows that you interest your prospect, which is appreciable. Also, don’t forget to use his first name when addressing him.

5- Structure your email with the AIDA method

There AIDA method (Attention, Interest, Desire, Action) or AIDA model allows you to effectively structure the content of your emails.

Attract the recipient’s attention

The first part of your email should be a catch phrase destined to capture the prospect’s attention. There are several ways to challenge the reader:

  • Conjure up an astonishing figure;
  • Ask a question ;
  • Focus on originality, the element of surprise or humour;
  • Encourage reflection;
  • Etc.

Awaken his interest

Once you have captured the reader’s attention, you need to make him want to read more. Bring up the prospect’s problem and show that you can put yourself in their shoes. In particular, you can use the technique of storytelling to provoke emotions in him.

Arouse the desire of the prospect

Now is the time to present your service or product and explain how it differs. Give your prospect good reasons to use your services (time saving, promotional offer, benefits, etc.). Feel free to give examples by presenting case studies and using visuals (screenshots, infographics, etc.) to illustrate your points.

Encourage your target to take action

This last step of the prospecting email aims to convert. This call to action represents the end goal of your canvassing email. It consists of integrating a Call-To-Action (CTA) to your post. You can take example of optimized call to action.

It can come in different forms:

  • A webinar registration button ;
  • A link to your sales page ;
  • A e-book to download ;
  • Etc.

6- Schedule your emails

Once your message has been written, you then need to send it. Schedule your mailing cold email campaign will save you considerable time. It is possible to schedule the sending of your prospecting messages using emailing software. This approach must also be part of your business prospecting plan which encompasses all of your commercial actions.

7- Make strategic follow-up emails

THE mail of revival is very important. You did not receive a response to your first prospecting email ? Your client, very busy, may not have had time to answer you or the email may have been drowned among the many messages he receives daily. Give him time to read your message and respond to it. Wait at least a week before relaunch your prospect.

If after three reminders, you still do not receive a response, make sure you are contacting the right person. You will be able to send your email to someone more receptive in the company. However, avoid being too insistent and annoying your recipient. He could eventually put you in spam. There are techniques for not to be considered spam.

8- Measure the relevance of shared emails

After sending your emailsyou can then measure their performance. For this, observe various indicators, such as the open rate, emailing click-through rate, response rate or emailing deliverability rate .

This data will give you valuable information on the relevance of your prospecting emails and the quality of your contact list. You can then create content adapted to the needs of your prospects and better target your audience if necessary. You have to rely on Marketing KPIs established upstream.


What are the tips for writing professional emails?

Here are some tips for write a business email :
Write an object that appeals to the recipient ;
Address the reader by their first name ;
Include a professional signature ;
Don’t forget the PS at the end of the email ;
Consider creating a responsive email (which adapts to all screen formats);
Make sure your email is not seen as spam ;
Take care of the spelling ;
Bring value ;
Create personalized content based on your prospect’s information;
Air your text ;
Integrate images and emojis to energize your content ;
Send a reminder email if you don’t get a response.