Even sales reps with the best intentions can send emails that read like spam. So do yourself a favor: before hitting the send button, take a look at this list. If your message contains any of these errors, then the cold sales email you’re sending is probably spam.
1. Your message begins with “Dear Sir/Madam”
Always use names. A generic opening says you didn’t take the time to personalize your sales email. And if that’s true, why would you expect a response?
2. You get the prospect’s name (or company) wrong
Personalization is great, but make sure you get it right. Nothing screams “form email” like the wrong name at the top of the page or the wrong company in the body copy. Take the time to proofread and safeguard against telling errors.
3. Your email has inconsistencies
Make sure one sentence isn’t in Times New Roman size 12 and the next one in Calibri size 11. You may inevitably copy and paste parts of one email into another, but the font size and color should remain consistent. Otherwise, your sales email will look spammy.
Random bold or italicized words can have the same effect. It’s tempting to emphasize certain points, but this overwhelms your reader.
4. Your subject line is misleading
The subject line of your sales email should match its content. Trust us – using a provocative subject line to bait your prospect is a bad idea. And while we’re on the topic of subject lines, be sure to avoid phrases that trigger spam filters. For instance: FREE TRIAL, Urgent; Increase Sales!
5. You didn’t personalize the content
Rather than giving the same generic pitch to 100 people, send messages with a specific person in mind.
Think about it this way: any email that could apply to a prospect, regardless of industry or job function, is probably spam.
6. It’s all about you
No one wants to see a laundry list of features, but they do want to know how you can meet their needs.
Remember, your prospects are looking for help with specific challenges. As such, they won’t respond if you push your company or product and neglect to focus on potential pain points.
7. You attach large files
Sending large files in a cold sales email is a red flag for spam folders. After all, that’s one way computer viruses spread.
To prevent this problem, never add an attachment the first time you reach out. Instead, provide a link to a service such as Dropbox or Google Drive in your follow up message.
8. You send to a huge list at once
Don’t send the same email to your entire list of contacts and don’t use the BCC or CC line. Yes, your contacts will notice, and no, they will not read your email.
9. Your email has errors in spelling or grammar
Emails with glaring mistakes or typos are unprofessional. In fact, most contacts will delete an email with more than one offense.
If you’re not a strong writer, that’s okay. You can (and should) enlist a colleague or a trusted member of your marketing team to proofread.
10. You follow up too often
Whatever you do, don’t email your contact multiple times a day. Not only will you appear desperate, but it’s also extremely annoying for a busy professional.
If you’ve followed up via email and voicemail, but haven’t heard back, it’s safe to say that person isn’t interested. Additional outreach will start to resemble spam.
Do you need help personalizing your next sales email? ZoomInfo can assist. Get access to detailed profiles on your contacts and use that information to personalize your email messages. Contact ZoomInfo today.
Originally published by ZoomInfo on October 21, 2015.