Number One Reason Why Mass Emailing Sales Letters Fail

Technology has dramatically expanded business to business marketing through email. Now instead of typing that letter or retyping it, stuffing it into a #10 business size envelop, with a few strokes of the keyboard, any salesperson can whip off an email sales letter and send it to thousands if not millions of potential customers with the goal to increase sales.

Golly, gez whiz, this has to be the manna from heaven. Of course if it was, then FedEx, UPS and not to mention the US Postal Systems would be out of business specific to first class next day mail.

Every day it seems like I receive at least two email messages that use my prime email address and then begins with some script as follows:

Hi,

We can provide you the exact Industry Lists and if you are giving the target industry details we can run a campaigns to promote your products. (I left the incorrect spelling and grammar in place.)

Following are some of the sectors which we hand pre-package lists:

• Aerospace & DefensePharamaceutical
• Metals & MiningMembership Organizations
• Education, Industrial Manufacturing

And possibly this mass email works, but for the savvy top performing salesperson he or she would not touch it with a 10 foot pole. Why? Because this type of communication is impersonal and that is the number one reason why employing this marketing strategy fails. This company is banking on quantity instead of quality as a demographic and desperation as a pyschographic.

Top sales performers know people buy from people they know and trust. When a sales letter does not even have the person's first name and any additional information specific to her or his needs, this type of communication will always fail and will not increase sales. Maybe this is why direct mail is making a comeback because people like personal touches.

Additionally given all the grammar mistakes and spelling mistakes, my confidence in the accuracy of the information that I would receive from this company is completely non-existent.

Finally companies that deploy these types of sales letters are engaged in product or sales based marketing. They have no authentic desire to help you. All they want to do is to infect you with the 3Ps Virus of Product, Price and Proposal. Sales Training Coaching Tip: Education based marketing is far more effective and will increase sales.

So if you want someone to read your email, at least remember to use his or her first name.

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Executive sales coach and consultant, Leanne Hoagland-Smith partners with innovative leaders who dramatically want to improve teams' results. Call 219.759.5601 CDT USA to just have a conversation about the results you are seeking.