Would you respond to an email that started with “Dear customer”? Probably not. Your prospects likely wouldn’t either. No one wants to read a cookie-cutter, blanket email that speaks to the masses. These generic emails aren’t the way to start a conversation and begin to develop rapport with someone.

Personalizing your sales emails is a much better way to connect with potential customers. By taking time to add a personal touch to your emails, you can not only begin to create relationships, but you can also differentiate yourself from all the other salespeople and businesses contacting your prospects, says writer Sheryl Green.

In this issue of Promotional Consultant Today, we share Green’s thoughts on the benefits of personalization and highlight her tips for the most effective ways to add a personal touch before you hit send.

The Benefits Of Personalization

You begin to build trust. Prospective buyers won’t believe you understand their challenges if you send a generic email. It’s much better to personalize your sales emails to address specific pain points. This allows you to offer hope of a solution and help create trust, says Green.

You can speak directly to your prospects. Buyers in the education market use much different language than those in the legal or medical fields. When you personalize your sales emails, you can use the same verbiage as your potential buyers.

You can avoid irritating buyers. People do not want to receive irrelevant communication. If you send a blanket email without any personalization, you risk annoying the prospects you want to get to know.

You can improve open, sales and conversion rates. Personalizing your sales emails helps show that you understand your prospects’ pain points. When potential buyers see that you are speaking directly to them, they are often more likely to open your email and begin a conversation.

Ways To Personalize Your Sales Emails

Use an appealing template. Remember that a template is only your starting point, says Green. A template prevents you from starting every email from scratch. You simply customize sections and change phrases to fit your audience.

Personalize product recommendations. You’re a promotional products expert. Suggest specific products that could solve your prospects’ challenges.

Show appreciation. Remember that the purpose of a sales email is to establish a relationship—not to make a sale right away. Green recommends using sales emails in a variety of ways, including welcoming them when they make their first purchase and wishing them a happy birthday. These emails keep you fresh in their minds without being intrusive, she says.

Look for ways to break the ice. Cold calling makes it difficult to establish a connection with prospects, and so does cold emailing. That’s why Green suggests breaking the ice with conversation starters such as local weather, local news or upcoming holidays. Real human connection is always the best sales tactic, she says.

Personalizing your sales emails doesn’t have to be a tedious undertaking. By starting with a strong template, you can adjust the wording to suit different audiences. You can also work by markets to recommend different products. The goal is to show your human side and that you understand where your potential buyers are coming from. Before you hit send, be sure you are speaking to one specific prospect by personalizing your sales emails.

Compiled by Audrey Sellers

Source: Sheryl Green is a writer for the HubSpot Marketing Blog.