Though marketers will typically use open rates as a metric for campaign success, having a user taking the desired action on the email is fundamental. This is why having an email opening line that engages the reader immediately will catapult the chances of success. In 2019, email providers are giving more real estate to the opening line even when the email remains unread. This highlights that it is becoming just as important as the email subject line and is a key item to draw the reader into your email.
One way to guarantee your sales email goes straight into the ‘deleted folder’ is to start off with a boring or overused sales pitch. “Hi my name’s John Doe from XYZ” is one of those culprit opening lines that will likely lead to your whole email being discarded. To persuade a potential buyer to read on, or even entice a reply, your email must be immediately engaging.
Being personalised, creative and different will increase your sales email response rates and encourage buyers to engage positively with what your email has to offer. Whilst you don’t want to hide away from what the subject of your email is, you need to find a way to lure the buyer into reading on.
Have a look at our 5 suggested email opening lines below:
1. “I loved your blog/post/tweet I saw on x”
Recipients never want to feel like they have been spammed with a mass email campaign, so adding in dynamic fields that offer personalisation can go along way.
Going in with a compliment will immediately nudge your potential buyer to stop and look at your sales email. It shows both that you’ve done your research and that you’ve taken action to start a conversation with them. Whether it be a tweet or a recently updated blog, the potential buyer will be engaged on a personal level and see you as a credible prospect.
2. “Did you know…(interesting statistic)”
Offering value isn’t a new tactic in the email space and dropping eyebrow-raising statistics can be great for drawing a reader to your email.
A thought-provoking statistic that relates to the potential buyer will instantly draw them in and encourage them to look for a solution. Make sure that you have all the relevant sources to back up this statement. This will show the buyer that you know what you’re talking about and that you are offering them something to help with their business.
3. “What would it mean to you if you could (offer a solution)?”
Keeping on the theme of adding value to the reader, this value works even better if it is in the mould of a solution that solves a problem that the recipient has. This is where segmented audiences with varying needs can work effectively, allowing you to niche down on the solution to a specific problem a group of recipients may have.
This type of opening shows that you know how to deliver the goods. It instantly shows the reader that you can offer them something they want and show them a solution to a problem they may have been having.
4. “(Name) suggested I should contact you”
If you use the name of someone that works with your potential buyer you can show that you have connections and that you are a trustworthy prospect. Mutual connections are helpful for spreading the word and this sort of opening is more likely for your potential buyer to engage with the email and see you as a credible new contact.
One thing, just ensure that the mutual contact has legitimately given you permission to contact the recipient as you have so claimed. Otherwise, this could lead to a break down in the relationship in the long term if it turns out that they hadn’t.
5. “I’ve been following you on X and I’m keen to learn a bit more about y”
Using your own curiosity as a gambit to engage in a conversation will encourage the reader to respond. We all know how much people love to talk about themselves, and assuming this is true for your potential buyer, asking them about their business will prompt a response to your email and start a series of conversations.
This again helps with the personable side of the email. Show curiosity, ask questions, but don’t get too creepy!
These are just the opening lines, read the complete back to basics guide when it comes to your email marketing to find out the rest.
If you’re looking for further advice we’ve compiled our best points and put them in our most complete guide yet, download it here!