Most salespeople dread the idea of cold calling, and it can often help to send a pre-call letter or email. We have tested literally hundreds of different email formats--some with long copy and some with only 1 sentence. Here are 5 rules to think about when creating your pre-call email campaigns:
1. Avoid being self-promotional
You may think the purpose of a pre-call email is to educate the prospect about your company and services. It's not. Overly-promotional messages create anxiety with the prospect and sound like spam. Oftentimes, the less you say about yourself the more a prospect wants to talk to you.
2. Create familiarity in the messages
Instead of telling a prospect about your company, tell him what you know about his company or industry. Do you know about a trend or current challenge? Are you working with similar companies? If so, let them know in the first sentence of your email.
