E-mail Selling Techniques by Stephan Schiffman

Last updated: Aug 20, 2023

Summary of E-mail Selling Techniques by Stephan Schiffman

E-mail Selling Techniques by Stephan Schiffman is a comprehensive guide that provides valuable insights and strategies for effectively using email as a sales tool. The book is divided into several sections, each focusing on different aspects of email selling.

The first section introduces the concept of email selling and highlights its advantages over traditional sales methods. Schiffman emphasizes the importance of personalization and relevance in email communication, as well as the need to establish trust and credibility with potential customers.

The second section delves into the process of building an effective email list. Schiffman provides practical tips on how to identify and target the right audience, as well as how to capture their attention and persuade them to subscribe to your email list. He also emphasizes the significance of maintaining a clean and updated email database.

The third section focuses on crafting compelling email messages. Schiffman provides a step-by-step guide on how to write attention-grabbing subject lines, engaging email content, and effective calls to action. He emphasizes the importance of keeping emails concise, relevant, and personalized to increase open and response rates.

The fourth section explores strategies for managing and organizing email campaigns. Schiffman discusses the use of automation tools and techniques for scheduling and tracking email campaigns. He also provides insights on how to segment your email list and tailor messages to specific customer segments for better results.

The fifth section delves into the art of follow-up emails. Schiffman emphasizes the importance of timely and persistent follow-ups to nurture leads and convert them into customers. He provides tips on how to create effective follow-up sequences and avoid common mistakes that can hinder the success of your email campaigns.

The final section of the book focuses on measuring and analyzing email campaign performance. Schiffman provides guidance on how to track key metrics such as open rates, click-through rates, and conversion rates. He also emphasizes the importance of testing and optimizing email campaigns to continuously improve results.

In conclusion, E-mail Selling Techniques by Stephan Schiffman is a comprehensive guide that covers all aspects of email selling. It provides valuable insights, practical tips, and strategies for effectively using email as a sales tool. Whether you are a sales professional or a business owner, this book is a valuable resource for maximizing the effectiveness of your email campaigns and driving sales success.

1. Personalize your emails

One of the key takeaways from the book is the importance of personalizing your emails. Schiffman emphasizes that generic, mass emails are unlikely to grab the attention of the recipient. Instead, he suggests taking the time to research and understand the individual you are emailing, and tailor your message accordingly. By addressing the recipient by name and referencing specific details about their business or interests, you demonstrate that you have put effort into understanding their needs. This personal touch can significantly increase the chances of your email being read and responded to.

2. Keep it concise and to the point

In today's fast-paced world, people have limited time and attention spans. Schiffman advises keeping your emails short and to the point. Avoid lengthy introductions or unnecessary information. Instead, focus on conveying your message clearly and succinctly. By getting straight to the point, you increase the likelihood of your email being read and understood. Additionally, keeping your emails concise shows respect for the recipient's time, which can help build a positive impression and improve your chances of receiving a response.

3. Use compelling subject lines

The subject line of your email plays a crucial role in determining whether it gets opened or ignored. Schiffman suggests using compelling subject lines that grab the recipient's attention and entice them to open the email. Avoid generic subject lines like "Hello" or "Important Information." Instead, try to create curiosity or highlight a benefit the recipient will gain by opening the email. By crafting attention-grabbing subject lines, you increase the chances of your email being opened and read.

4. Focus on the recipient's needs

When writing sales emails, it's essential to focus on the recipient's needs rather than solely promoting your product or service. Schiffman advises understanding the challenges and pain points of the recipient and positioning your offering as a solution to their problems. By demonstrating that you understand their needs and can provide value, you increase the chances of generating interest and receiving a response. Tailor your email to highlight the specific benefits and outcomes the recipient can expect by engaging with your offering.

5. Include a clear call to action

Every sales email should include a clear call to action. Schiffman emphasizes the importance of guiding the recipient on the next steps they should take. Whether it's scheduling a call, requesting a demo, or making a purchase, make it easy for the recipient to understand what action they need to take. Use a strong and compelling call to action that creates a sense of urgency or highlights the benefits of taking action. By providing a clear path forward, you increase the chances of converting your email into a desired outcome.

6. Follow up strategically

Following up is a crucial aspect of successful email selling. Schiffman advises following up strategically and persistently, without being pushy or annoying. He suggests using a combination of email, phone calls, and other communication channels to stay on the recipient's radar. However, it's important to provide value in each follow-up interaction, whether it's sharing relevant resources or addressing additional questions. By following up strategically, you demonstrate your commitment and persistence, increasing the chances of eventually converting the recipient into a customer.

7. Test and optimize your emails

Schiffman highlights the importance of testing and optimizing your sales emails. What works for one recipient may not work for another, so it's crucial to experiment with different approaches and analyze the results. Test different subject lines, email lengths, and calls to action to see what resonates best with your target audience. Use analytics and feedback to identify areas for improvement and refine your email selling techniques. By continuously testing and optimizing, you can increase the effectiveness of your emails and improve your overall sales success rate.

8. Build relationships, not just make sales

Lastly, Schiffman emphasizes the importance of building relationships rather than solely focusing on making sales. He advises taking a long-term approach and nurturing relationships with prospects and customers. By providing value, being responsive, and maintaining regular communication, you can establish trust and credibility. Building strong relationships can lead to repeat business, referrals, and positive word-of-mouth recommendations. By prioritizing relationship-building, you create a foundation for long-term success in email selling.