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How can I create a high performing prospecting email?

Introducing yourself and your brand for the first time through an email is challenging.

Following a few basic principals will help improve your open rates, click through rates, and ultimately help you start more conversations with prospective clients. 

1. Use a subject line that stands out. 

We all get a lot of emails every day and many of them are ignored and never opened. Assume your prospects are just as busy as you are and work to craft a subject line that would grab your attention if you saw it in your inbox. 

Try using a personalization token with the prospect's first name or company name in it to grab their attention. Ultimately, the process of developing and testing new subject lines is a never-ending cycle of testing, measuring and then using that data to improve your next campaign. 

Remember that the goal is just to get the prospect to open the email - you don't have to summarize the contents of your email or communicate a lot of information. Just create a subject line that is as conscience as possible while still giving the recipient a reason to click into the email itself. 

2. Keep the body of your email short and to the point. 

Remember that most prospects won't read your email at all if they see large blocks of text. If you have more than one concept you want to communicate, consider breaking your campaign up into a series of emails. Each email should make one concise point and when possible, deliver value. Delivering value could take the form of an offer of a free whitepaper, research, or an invitation to a webinar. 

3. Your tone should be conversational.

A professional tone is important, but remember that you are attempting to build a relationship with an actual human being on the other end of that email. The email should have a clear "reason" for being sent. For instance: "We just released this new whitepaper" or "We have an opportunity to invest."

4. Each email should ask the recipient to do something. 

Your email should end with a call-to-action (CTA) of some kind. This could be as simple as "reply to this email to learn more" or "click here to access the whitepaper." Without a CTA your email ends without accomplishing a goal or giving your prospect a way to engage with you further and learn more about what you are offering.