Common Prospecting Email Mistakes

Regardless of your role within the sales function of your organization, you undoubtedly use email as part of your prospecting and sales process. Emails have become essential in communication and whether you agree that they are effective or not, you are still sending and receiving more likely than you are making phone calls.

You have likely received your own fair share of emails that make you cringe when you open them up. Little mistakes that can become deal breakers and turn potential buyers away. What should you avoid?


Whether you are personally typing out an email to your prospect to follow up on a voicemail, or you are using an email marketing tool, personalization is always important. From the very beginning of your email:

                Hello Tom…

That’s all it takes and you can even personalize in the subject line. The problem lies with copying and pasting other emails and forgetting to change the names of people and companies within the body of your email. Sending an email to Tom and addressing it to Mary will be a direct path to the trash. When using email marketing tools, be sure that your HTML code works so that FNAME pulls from the appropriate field in your system and you aren’t addressing your prospect by their last name or their phone number.


Another mistake that we see every day is a mix of fonts in marketing and prospecting emails. Whether it’s an error during the creation of your template in your marketing tool, or you are copying and pasting from other emails or from the web but if your email has a bunch of different fonts and sizes and just looks a hot mess, you likely will not get anyone to reply to your message. Try copying into Notepad (which will remove any formatting) and then into your email client before sending out.


You only have a minute or two at the most to catch your prospect so if you can’t keep your message short and sweet, don’t send it! The point of a prospecting email is not to educate your prospect about your product or service; you want a response. You want to engage someone enough for them to hit ‘reply’ – that should only take only four to five sentences.

Don’t forget to ask your client a short question that will get them to reply. A ‘hook’ of sorts, or a solid call to action that your prospects can respond to.

More to come…



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