EMAIL ALONE WON’T CUT IT: HOW TO ELEVATE YOUR SALES OUTREACH

Emails are often the go-to tool for many salespeople, but let’s be honest—relying solely on emails is a lazy approach to business development.  

Don't hate me for saying it, but if all you're doing is sending out emails and not seeing results, it's time to rethink your strategy.  

Emails can be effective, especially when they’re part of a well-rounded strategy.  

For cold outreach, a 10% to 20% response rate is generally a good benchmark to aim for however, this varies depending on your audience, industry, and how well you’ve tailored your message.  

For instance, if your emails are industry-specific and targeted, you might hit the right place, right time moment where everything clicks—right message, right industry, right use case.  

If you send an email and don’t get a reply, and then send another one, and another, thinking that persistence will eventually pay off, you’re not being effective (and are likely to piss off your prospects).  

Picking up the phone is where many salespeople fall short. Yes, making a phone call requires more vulnerability and openness to rejection, but it’s also a powerful tool that can bring your outreach to life. 

A phone call adds a personal touch and forces a direct response and it’s your chance to reference that initial email, establish a connection, and start a conversation; I call this an ‘anchor’ 

Without it, you’re just another name in an inbox, easily forgotten. 

Sales success lies in using a mix of communication methods; start with an email, but don’t stop there - follow it up with a phone call, connect with your prospect on LinkedIn, and if necessary, try again with another phone call or LinkedIn message. 

 Your goal should be to create multiple touchpoints, each adding value and moving the conversation forward. 

This doesn’t mean bombarding your prospect with sales pitches; it’s about sharing valuable content—an article, a resource, or even just a friendly check-in.  

And remember: Not every interaction needs to have a sales goal; it’s about building a relationship. 

I often hear people say, “I never reply to emails,” or “I never answer cold calls.”  

And I ask; are you your ideal customer?  *the response is more often than not ‘NO’  

What matters is what works for them, and for some, that might be an email, a phone call, or a LinkedIn message; hence why we try them all.  

The key is persistence—seven to eight touchpoints, not just one or two.  

Keep the conversation going, add value, and stay on their radar. You never know when the timing will be right for them to engage. 

Emails are just one piece of the puzzle.  

If you’re not picking up the phone or leveraging other communication channels, you’re missing out on a lot of potential success; sales is about more than just sending messages; it’s about starting conversations and building relationships. 

Next time you’re about to hit send on that email, think about how you can follow up with a call, a LinkedIn connection, or another value-added touchpoint.  

Think outside the inbox and you’ll see much better results.