How to Send Emails Your Prospects Will Actually Read

Tara Massouleh

|

August 18, 2020

|

category

minute read

PUblished

August 18, 2020

How many times have you been excited to receive an automated email? How many have escaped your trash folder? And how many actually convinced you to buy something?

When it comes to emailing potential prospects, there’s plenty of room for error. When done right, email can be an extremely effective tool for engaging and converting prospects. When done wrong, it can be a deterrent to potential members. So how do you know if your emails are striking a chord with recipients?

One good test is to check how many of the 4 Ps of Sales Effectiveness your emails achieve. The 4 Ps of Sales Effectiveness provide an empirical way to measure best practices of prospect engagement by testing performance in four main categories. Is your approach personalized, prompt, persistent, and high performing?

In this portion of our four-part series on the 4 Ps of Sales Effectiveness by Conversica, we’ll take a look at how personalization can help you better connect with potential members, as well as how a Member Engagement Assistant can help you achieve that personalization when reaching out to prospective club members.

Make It Personal

Sure, adding a name helps. But there are many ways to personalize an email that go beyond finding a name and running with it. In fact, each level of personalization is tied to the likelihood of garnering a response and achieving successful engagement.

  • Sending an email from an email address associated with an individual rather than a company increases email click through rate by 31%.
  • Emails with personalized subject lines are 26% more likely to be opened.
  • Emails that include signatures are 23% more likely to produce a response.
  • Emails that resemble a personal letter are opened 137% more and clicked through 129% more than graphic-heavy emails with generic “to” and “from” fields.

In an annual study commissioned by Conversica to track inbound lead engagement efforts by international companies across nine major industries, companies exhibited a significant downturn in personalization when compared with the previous year. Companies were scored from A to F dependent upon their initial email response’s inclusion of five key elements:

  1. A personalized greeting
  2. An individual sender rather than company, team, or department name
  3. A signature or contact information
  4. An indication that the sales associate moved the conversation forward
  5. Personalized context in the form of a reference to the prospect's initial request

In one year, the percentage of companies who received an A grade decreased from 72 to just 38.

Tools for Personalization

So how do you get help getting the grade? It can take a lot of effort to make sure each of your prospects receives the personalized attention they deserve. And that’s just for first contact. The amount of work increases exponentially with each follow-up sent, or once a back-and-forth conversation begins.

With a Member Engagement Assistant, powered by Conversica, you’ll meet all five personalization criteria necessary for an A rating. You’ll also streamline the process of contacting and following up with prospects. Every email is addressed to a specific person and sent from an individual—displayed in signature, subject head, and sender email address—which greatly increases the email’s chances of being opened.

A Member Engagement Assistant always communicates with next steps in mind. She drives the conversation forward by calling prospects to direct action. And she’s motivated to produce results, even when it means putting in extra time. When a prospect says they’re not the right contact, she requests the correct information and then opens communication with the new contact.

Schedule a consultation with a member of our team to learn how a Member Engagement Assistant can help provide a personalized and more successful approach to managing and converting your prospect.

New call-to-action

What’s a Rich Text element?

Thi sis a

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dadasd

Static and dynamic content editing. A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

ddddd

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dsadadasdas

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

  • Just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection
  • Any collection and then connect
  • This i any collection and then connect

Into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

other articles

continued reading

Grow Your Memberships With the VFP Performance Dashboard

read article

Grow Your Memberships With the VFP Performance Dashboard

The VFP Performance Dashboard offers the insights you need to unlock your club’s full potential. Set smarter goals, track progress, and convert more members

Read Article

Redefining Fitness Success with Club Automation Tech Partners

read article
No items found.

Redefining Fitness Success with Club Automation Tech Partners

Discover how Club Automation key fitness partners are redefining fitness success. Gather valuable insights from industry experts on the significance of tech partnerships.

Read Article

Lead Generation Ideas for Gyms: Engage and Convert Prospects

read article

Lead Generation Ideas for Gyms: Engage and Convert Prospects

Discover actionable lead generation ideas for gyms. Use these proven strategies to engage prospects, optimize follow-up, and convert leads into loyal members.

Read Article

IHRSA 2024 Recap: Unpack the Latest Insights and Innovations

read article

IHRSA 2024 Recap: Unpack the Latest Insights and Innovations

Couldn’t attend IHRSA 2024? No problem. Catch up on the latest fitness industry trends and tap into the IHRSA energy at home with an on-demand recap webinar.

Read Article

How Unyqe Fitness Grew New Members 488% in One Month

read article

How Unyqe Fitness Grew New Members 488% in One Month

Unyqe Fitness grew their average new members 488%. Learn their secret to enhancing their experience without losing the human connection that makes them special.

Read Article

8 Things You Need for Better Gym Lead Generation

read article

8 Things You Need for Better Gym Lead Generation

Attract more leads and increase your gym’s revenue with the right techniques and technology. Here are 8 things you need to improve your gym’s lead generation.

Read Article

Top Fitness Industry Trends to Know for 2024

read article

Top Fitness Industry Trends to Know for 2024

We analyzed 880+ Club Automation users to discover the fitness industry trends to know in 2024. Learn how we grew in 2023 and how to keep that momentum in 2024.

Read Article

Ready to outrival
the best?

Talk to our team and unlock your full potential.

Get a Demo
Get a Demo