Build a Better Prospecting Email – Get More Opens, Clicks, and Deals

Forty percent of salespeople say prospecting is the hardest part of their job (HubSpot). Cold calling once ruled. Now, email dominates. A well-crafted email lands in an inbox, grabs attention, and sparks engagement. A weak one? Ignored. Deleted. Unopened.

Whether emails come directly from sellers or through automated lead nurture campaigns, prospecting emails must work hard. More open = More responses = More deals.

Here is how to build better emails that drive actual results.

1. Start with a Strong Question

🔹 Ask a compelling question that aligns with the prospect’s pain points.
🔹 Response rates double when emails open with a direct, relevant question.

📌 Example: “How are you handling [specific challenge] this quarter?”

2. Aim for a 25% Open Rate

📈 Industry benchmarks:
✔ 10% open rate – Normal for beginners.
✔ 25% open rate – Strong benchmark.
✔ 50% open rate – Achievable with advanced tools and lead gen services.

💡 Pro tip: Higher open rates = More responses. Expect a 2% reply rate per open. Boost open rates, and responses follow.

3. Keep It Short – Less Is More

🔹 Long emails die in inboxes.
🔹 Boomerang Data: Emails with 1-2 lines get the best reply rates.

📌 Example: Instead of…
❌ “Our solution optimizes workflows, enhances productivity, and streamlines your entire process.”

✅ Try this: “Our clients rave about our solution reducing the amount the finance team needs to chase down salespeople to get the correct information from expense reports."

4. K.I.S.S. – Keep It Simple, Stupid

🔹 Write at a 3rd-grade level.
🔹 HubSpot research: Emails written at a 3rd-grade level perform 36% better than college-level emails and 17% better than high school-level emails.

📌 Example:
❌ Too complex: “We offer a cutting-edge, AI-driven solution to enhance operational efficiency.”
✅ Simple & effective: “We help teams work faster with AI. Interested?”

5. Know Your Audience – Adjust Your Tone

🔹 Fast Company study: Age matters. Different generations respond differently to email styles.
🔹 Casual vs. Professional: Match the tone to the audience.
🔹 Be decisive. Opportunistic or pessimistic tones boost response rates by 15%.

📌 Example:
✔ Optimistic: “Top companies use [solution] to stay ahead—let’s chat.”
✔ Pessimistic: “Struggling to hit revenue targets? Here’s how we help.”

6. Avoid These Email Killers

🚫 Misspelled names. Nothing kills an email faster than “Hi [FirstName].”
🚫 Wrong salutations. Know if they prefer formal or casual.
🚫 No links. Attachments and links trigger spam filters.
🚫 Long-winded product pitches. No one cares—keep it about them.
🚫 Unclear language. Simple words, short sentences.
🚫 Bold text overload. It looks spammy—avoid it.

7. Do These Instead

✔ Call to action. Be clear on the next steps.
✔ Keep it under a paragraph. Shorter = better.
✔ Boost their mission. Show you understand their goals.
✔ Mention a recent article or press release. Make it personal.

📌 Example CTA:
❌ Weak: “Let me know if you have time to chat.”
✅ Strong: “Can you do a quick call Thursday at 2 PM?”

The Bottom Line: Better Emails = More Deals

Emails either work or waste time. Craft emails that grab attention spark engagement and get replies.

🔥 Ask a strong question.
🔥 Hit 25%+ open rates.
🔥 Write short, simple, and straightforward.
🔥 Match the tone to the audience.
🔥 Avoid spammy mistakes.
🔥 End with a clear CTA.

Sales happen in the inbox before they happen on a call. Write better emails. Win more deals.