Getting Prospects to Open Your Emails

• by secure_financial
• Posted on 06 January, 2020

There is an art to writing emails and the best way to have a prospect open your emails is to have a strong subject line, great opening line with good copy, a call to action, and a professional closing.

Asking questions in your subject line is one of the best ways to draw attention to your email, asking questions related to your prospect gets them to think about themselves and their behavior. Some examples of a good subject line:

1. Tom recommended that I get in touch with you …
2. Question about (a recent event or a goal they may have).
3. What are your resolutions for 2020?  Connecting with prospects on New Years or really any holiday is a great and natural time to reach out.
4. Have you considered (thought or recommendation)?
5. I thought you might find this interesting (offer a tip or something impactful).

When opening your email avoid starting with, “Hi, my name is …” Instead, start with:

1. Tom mentioned …
2. I noticed you …
3. Congratulations on …

In your body copy make sure that you are connecting your business to your prospect. Avoid generic value propositions and ask questions that align yourself with your prospect’s goals. If you’ve done your research, you can ask:

1. Is (something of benefit) a priority for you right now?
2. Do you have any unanswered questions about (topic)?
3. Did you know that if you are 50 or older you can catch up on IRA contributions?
4. I have some case studies that have helped my clients by (provide topic).

In closing the email give your recipients a clear path to action. Try ending with one of the following to prompt a response:

1. Do you have time on your calendar to discuss this?
2. Have you given any thought to (topic)?
3. Do you have any questions I can clear up?
4. Are you available for a 30-minute call on (date/time)?
5. Can you meet for coffee tomorrow to discuss this further?
6. If you aren’t interested, do I have your permission to close your file?

Your email signature should not be a distraction.  Keep it short simple and on-brand. Include all your contact information and include links to your website, social profiles and be sure to avoid images and quotes.

Below are 4 must-have email templates below to get you started:

1. Dear first name,
   (Mutual contact) asked that I reach out to you.  He mentioned you may be interested in how our firm helped him with some tax strategies in retirement planning with a Roth IRA conversion.
   
   Please let me know if you have 30 minutes to speak about this on Wednesday, (date).
   
   
2. Dear first name,
   The latest announcement this week (news), got me thinking.  I found this article on (related topic) and thought you may find it interesting and how it may impact the market.
   
   If you’d like to learn more, let’s set up a quick call. How does [specific day and time] look on your calendar?
   
   
3. Dear first name,
   I wanted to share a story that reinforces why I enjoy helping others with their retirement planning. (Share a story, these stories clarify the kinds of clients that are working with you and will help the prospect identify)
   
   Example: I was recently working with a client who was referred to me who recently lost her husband. She was unsure of her financial picture and after consulting with her and reviewing her situation, she is now able to move forward after the loss of her husband with confidence in her finances. 
   
   It’s moments like these that remind me why I do what I do.
   
   Because you are married, I feel it’s important to consider whether your spouse is also saving and whether certain expenses can be shared during your retirement years. If your spouse hasn’t been saving, you need to determine whether your retirement savings can cover not only your expenses but those of your spouse as well.
   
   Do you have time to meet this week to discuss further?
   
   
4. Dear first name,
   I’m often asked, “What are the 5 most important steps to achieving financial security?” 
   
   I wanted to share it with you. While these aren’t the only things you can and should do, they are certainly the first steps and should become the foundation for a successful financial plan.
   
   List some key items for example:
   
   -Reduce your debt to ____% of your total net worth
   -Increase your 401K contributions to ____%
   -Have a 3, 5, and 10-year plan ____
   -Do you feel your portfolio is diversified enough? When was the last time you reassessed your portfolio?
   -When planning for retirement have you considered all potential expenses?
   
   What I have mentioned here are just a few of the factors that may affect the success of your retirement plan and whether you enjoy a financially secure retirement. Starting early will make the task ahead easier.  Would you be available to spend 30 minutes on Thursday at 4:00 PM to discuss this?