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Mike Lieberman, CEO and Chief Revenue ScientistMon, May 29, 2017 4 min read

Is a Bad Sales Email Costing You Clients?

{}Sales emails are tough. You only have one chance to hook a new lead, so you want to do it right from the start. A good sales email will help you, while a bad one will lose a potential client. First impressions are incredibly important, and this is very evident when sending emails to essentially strangers. 

Keep reading and find out if your emails could be costing you clients, so you can avoid these mistakes in the future.

Did You Personalize It?

At the drafting stage of your email, take the time to research the company first. Find an employee directory or LinkedIn account that confirms you have the right contact and the right job title. This little bit of homework demonstrates initiative and shows you know what you’re after. It also won’t make the email appear like spam. 

Emails that begin with the same generic phrase are an immediate turned off for readers. It sounds like everyone got the same message, and the emails lack a unique factor. Consider including a stat or positive result from a current customer to establish a connection at the start. Including a name, and personal anecdote, or company statistic shows you took the time to get the email right—this kind of step doesn’t go unnoticed. 

Don’t be a robot and don’t be lazy. Do your research to find the right contact and add a fun—yet appropriate—personal note. These minor details can make all the difference between a good and bad sales email.

Did You Proof It?

Nothing makes a sales rep look worse than an email poorly formatted and filled with typos. It’s hard to be taken seriously if you can’t even send a well-written email. It questions the credibility of your business and work. A sales email is the first line of communication and introduction: Grammar matters. 

When potential clients see errors, it breaks their focus. All they’ll see in the email are the mistakes, making them more likely to fixate on those errors than on the message. This will mean they’re concentrating less on what you’re trying to present. Not only are spelling and grammar errors distracting, they can change the meaning of the sentence, leaving your potential client confused. 

In addition to grammar, keep the format simple. Choose a standard font and use quick, punchy paragraphs versus long, block paragraphs. You’ll be less likely to overwhelm your reader. If it’s appropriate, underline or bold certain words, add bullet points, but do this at a minimum and within certain standards. It should be simple overall. 

Give it one last review and verify that spelling and grammar are correct throughout.

Do You Truly Understand Who You’re Marketing To?

In relation to personalizing your emails, you need a solid grasp of your target market to be sure you’re attracting the right prospects. Take the time to research their companies beforehand. Lurk their social media profiles to see how the business is doing, and use that information to perfect your pitch. Not only will this prevent you from sending a boring sales email, it’ll show you care and make you sound like you offer a service that can successfully fill a current void.

No two companies are the same. Companies in similar industry still have different operations, which means it’s important to have a unique pitch for all clients. This gains trust and establishes your business as a trained expert. Understanding who you’re marketing your services to gives you a leg up: You’ve taken the initiative, now you have a clear idea of the needs your client wantsmet, and you’re readily able to provide that.



Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.