The primary aim of a sales email is to persuade the recipient to take action, such as purchasing or scheduling an appointment. An effective sales email emphasizes the benefits of a product or service while emphasizing how it will solve the recipient's specific problem.
Professional and personalized sales emails are an art and a science, and good salespeople know how to write them. Your sales email should avoid common sales email errors, regardless of tone or writing style.
Let's discuss the biggest mistakes that salespeople make in this post so you can avoid them.
Waiting too long to email prospects back
It's common for SDRs (especially fresh ones) to spend too much time researching prospects before reaching out to them.
There may be a need for some preparation in industries with a limited number of buyers. However, most of the time you’d be wise to strike the iron while it’s hot.
Check the prospect's social media profiles, the company's website, and recent announcements. Don’t dive deep into your prospect’s Twitter archives. It is more efficient to do homework if there is progress in the relationship. Otherwise, it isn't worth the time.
Oops, wrong person
You'd be surprised how many salespeople struggle with this mistake. According to Tessian research, 40% of employees have emailed the wrong person. According to that same study, almost 29% of respondents said the error cost them a client or customer.
Before emailing your customers, double-check the recipients you've tagged - particularly if this is a confidential message.
Misspelling your prospect’s name or company (or even your own company’s name)
Maybe you were tired when you sent the email. Maybe your eyes were blurry from staring at the screen for too long. Guess what? Your prospect won’t appreciate it. They’ll think you haven’t researched or aren't prioritizing their account. None of the above bode well for your ability to make the sale. As for misspelling your own company’s name - no need to elaborate. Just avoid doing that at all costs.
Having a cluttered email signature
Simple, well-designed email signatures are hard to come by, and they’re even rarer among new salespeople. One of the biggest mistakes new sales reps commit with their email signatures is choosing an obnoxious font, color scheme, image, or quote.
Pro Tip: Focus on the content of your email signature. And I get it — it's tempting to want to lean into a creative design. Still, you need a clean, professional email signature with critical information, such as:
Writing out your entire sales pitch
Crafting engaging, concise emails is an art even experienced reps struggle to master, so it’s not surprising new salespeople often struggle with it. Many fall into the trap of describing their product’s bells and whistles rather than focusing on their prospect’s challenges and objectives.
Buyers don’t typically respond well to sales pitches from strangers. You need to learn to write messages that speak to your prospect’s point of view to get responses.
Writing like a robot
SDRs often assume using five-dollar words and a formal tone will make them seem more intelligent and credible. But usually, this strategy makes salespeople sound stiff and unnatural, which doesn’t help them demonstrate their personality or put their prospects at ease. In addition, a study from Princeton University found that people who use overly complex words appear less intelligent.
Pro Tip: Be mindful of the industry your prospect works within. Unless they're in a conservative or traditional industry, you should try to sound more business casual. You want to show buyers that there’s an actual person on the other end.
Misspelling words
Business leaders acknowledge that effective communication underpins business, yet ineffective communication costs up to $1.2 trillion annually, according to Grammarly Business. Misspelled words are among the most common email mistakes, leading to misunderstandings.
Pro tip: You can catch your errors faster by using a tool that checks your spelling as you type. Using a free tool for proofreading might be a good option for salespeople who don't have a lot of time to spare.
Burying your call to action
In your correspondence with your prospect, make sure that you give them valuable information and a clear next step or call-to-action they can follow up on. Sometimes, you'll need to write a longer email. Be sure your call to action is on its own line or paragraph, so it does not get lost in the rest of your text.
Including broken links
In your sales emails, you can include a link or two if it is relevant. By providing more content and an opportunity to click around your site, you're helping users learn more about what you're selling.
Make sure those links are updated and working, especially if you are using a template. Prospects who click through deserve a positive experience, but linking to no-help sites won't make your prospect feel as supported.
Why do these errors occur?
According to Tessian's 2022 Human Error Report, 52% of respondents are more likely to make errors if they are stressed, while 43% are more likely to make errors when tired. Nearly half of employees experience burnout to some extent, and over a quarter make mistakes when they feel burnt out.
Sales work is tough, and sometimes you need to take a break, step away from your computer, and rest. You will be able to communicate more clearly with your customers if you prioritize your well-being.