8 e-Mail Prospecting Tips To Help
Generate More Payroll Sales Leads
(PRINT AND USE AT YOUR NEXT SALES MEETING)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 594
• Time To Read: 2.4 Minutes

You might have heard that e-mail marketing is a waste of time because prospects are too busy to open an e-mail from someone they don’t know; however, statistics show many “cold e-mails” are still being opened.

To help you receive a better e-mail response from your database of payroll prospects, CPAs, and yes, your payroll clients, I have listed a number of quick tips below.

1. Proof Your Campaigns: The #1 thing you can do is print AND triple-check your e-mail marketing campaigns.  Look for typos, formatting errors, no low-risk offers, etc.

2. Write Enticing Subject Lines: The difference between a great subject line and one that is less than stellar, is the difference between an e-mail getting read and one that gets deleted.

3. Talk Like A Real Person: If your subject line reads like spam, it will be treated as one. Here are some words that could trigger a spam filter:

• Best Price
• Call Now
• Cancel Anytime
• Click Here
• Don’t Delete
• Double Your
• Free Quote
• Money Making
• Why Pay More
• Winner
• Exclamation Points, i.e., !

4. Personalize Your e-Mail: Whenever possible, you should personalize your subject line to include a prospect’s name or company (or both). According to MarketingDive, personalizing an e-mail subject line can boost open rates by 50% and increase click-to-open rates by 58%.

5. Tell The Reader What’s In It For Them: When it comes to your low-risk offer, focus LESS on explaining how your product or service works, and more on how it can add VALUE to their business.

• According to our research of 85+ million e-mails, the e-mail body that’s “just right” is between 150 to 250 words in length.
•  In short, prospects seem to respond best to e-mails that are short and to the point.

6. Format Your e-Mails For Smartphones:  With a prospecting e-mail, you need to ensure your message can be read on a smartphone. 

• Fact: 70+% of smartphone users will delete an e-mail if it doesn’t look good on their smartphone. By the way, 30% - 33% of your prospects are reading your emails on their smartphones.

7. Know When To Send A Follow-Up e-Mail: If the majority of your cold prospecting e-mails are still met with a cold shoulder, you need to focus on sending more “educational" driven e-mails, i.e., here's an article you might find of interest. 

8. Vary Your Messaging:  If a prospect who opened your initial e-mail has gone cold; I highly suggest sending the following types of campaigns to re-engage them:

• Special Newsletter (On A Hot Subject, i.e., Marijuana In The Workforce)
• Press Release On A New Upgrade
• Intro Letter To A New Service
• Holiday Cards
• Service Spotlight On A New Product Or Service
• CPA Spotlight On Why The Recommend Your Payroll Service

The Real Leads Will Come From Doing This!

After sending an e-mail campaign, I highly recommend picking up your phone for a quick “Oh, by the way,” call.  If you are a client of ours, you know exactly what type of call this is! If you don’t, contact me directly for the answer.

Executive Summary:

• Getting a prospect’s attention in a crowded inbox takes skill. To help you cut through all the marketing noise, you need to look at e-mail marketing as a long-term process, i.e., drip marketing, as it takes multiple follow-up e-mails.
• Last but certainly not least is this: Almost every prospect is worth sending multiple campaigns; however, the ones who have opened your campaigns are the ones to call.
• Use my 2/4 call strategy when making your Oh, by the way, calls. 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.