6 email formulas to warm up even the coldest prospect.

It’s Monday morning, the air conditioning is rattling away and Jean seems overly cheerful for this hour. Your first task is to draft a series of emails for a new mailing list, but you’re lacking inspiration. The screen is staring back at you and the cursor is stuck on “Hi”. Fear not, for here are […]

It’s Monday morning, the air conditioning is rattling away and Jean seems overly cheerful for this hour. Your first task is to draft a series of emails for a new mailing list, but you’re lacking inspiration.

The screen is staring back at you and the cursor is stuck on “Hi”.

Fear not, for here are several proven formulas to liven up your email campaigns.

Create curiosity with free ideas.

One of the quickest ways to avoid sounding like a spammer is to do your research and personalise as much as possible. We all prefer it when someone has taken the time to think through a suggestion and this combined with some intrigue usually yields results.

Subject: How to lower BizWidgets’ company car insurance premiums.

Hi Marie,

We work alongside companies such as Constanda to lower their insurance premiums.

I’ve taken a look at BizWidgets and jotted down a few thoughts on how you could save a bundle. For example, by naming the drivers on your company car, your premiums can be reduced straight away.

Are you around on Friday to go through the rest of the ideas?

Many thanks,

John Davis
Insuragogo

Keep it informal.

If you make your email appear more informal, like something a colleague would send, then you may change the mindset of the reader.

Subject: Just left a voicemail.

Hi Marie,

I just left a voicemail on your mobile.

Please drop me an email or call me back on 01234 567890 when you get a chance.

Look forward to catching up.

Many thanks,

John Davis
Insuragogo

Get straight to the point.

There’s a fine line between confidence and cockiness, but as long as you stick to the facts, a direct approach can work well.

Hi Marie,

I’m an account director at Insuragogo. We’ve just introduced a new policy for company car owners which is saving brands like Constanda and Acme over 30% a year.

Are you interested in lowering your own premiums?

John Davis
Insuragogo

Put them off.

There’s reverse psychology at work with this formula, but also some fun. Clearly, you need to be a bit careful with humour as it’s subjective, but it’s worth adding to the mix and testing.

Subject: Saving Money? Why Bother?

Hi Marie,

I’ve recently discovered that company car insurance is cheaper with Insuragogo when you provide named drivers.

It’s nice to know, but who wants to spend a whole five minutes on the phone when they could be doing something more important with their time. Namely:

  1. Listening to “A Kind of Magic” by Queen in its entirety.
  2. Reading three pages of the inspirational book “Why pay less: Who needs money?”.
  3. Walking around a pay and display car park – twice.

How would you spend your five minutes?

John Davis
Insuragogo

Congratulate them.

You can use a positive update from one of your connections on LinkedIn as a good excuse to reach out. This formula also includes another proven technique which is to mention that you’re already working with a competitor.

Subject: Congrats on the Acme account!

Hi Marie,

I noticed your update about the new account for Acme in Cardiff. Excellent work!

With all that time on the road, you’ll need company car insurance that comes with free breakdown cover. We’ve just switched Constanda onto an Insuragogo policy and saved them a princely sum in the process.

I’ll give you a quick call at 2pm on Wednesday if that’s ok?

John Davis
Insuragogo

Mention a colleague.

According to Hubspot, 84% of B2B decision makers start their buying process with a referral, so it pays to mention that you already know a colleague in the organisation.

Connect with someone particularly active at the company in question.

Subject: Can You Help?

Hi Jack,

I’m looking to speak to someone in finance, can you point me in the right direction please?

Many thanks,

John Davis
Insuragogo

And then once you have the details of the decision-maker, contact them.

Subject: Jack in marketing suggested that I speak to you.

Hi Marie,

I contacted Jack in marketing and he gave me your details. We work alongside companies such as Constanda to lower their insurance premiums.

I’ve taken a look at BizWidgets and jotted down a few thoughts on how you could save a bundle. For example, by naming drivers on your company car, your premiums can be reduced straight away.

Are you around on Friday to go through the rest of the ideas?

Many thanks,

John Davis
Insuragogo

Extra Tips

  • Keep the email about them, not you.
  • Measure everything and experiment often.
  • Keep it brief – 3-5 sentences.
  • Always follow up.
  • Ask one simple question.
  • Personalise where possible.

Good luck with your campaigns and do let us know if you’ve developed any interesting formulas of your own.  Should you wish to discuss future campaigns, please do not hesitate to contact us on 0118 402 1440.

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