Follow Up and Close the Sale by Jeff Shore

Author:Jeff Shore
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2020-07-23T16:00:00+00:00

THE FIRST LINE COUNTS!

How does the first line impact open rate? Many people screen emails without even opening them by having their inbox set up with a split screen for previews. If a quick scan of the visible part of the body is appealing enough, they click “open” on the message rather than “delete.” Great first lines and images help . . . a lot!

Folks who use their cell phones for email see the sender, the subject, the date . . . and the very first sentence of the body. Talk about the perfect opportunity to catch recipients’ attention before they swipe left and delete!

But the first line should count for you as well. Ask yourself an important question: Does this message add value? If you cannot add value in the first sentence, rethink whether you want to send it at all.

Don’t forget personalization. Outreach manager Sam Nelson observes that “personalizing just the first two sentences of an email can deliver a dramatic increase in open rates.” Even if you’re reusing content from one customer to another later in the body—and that is often helpful for productivity—make the first line or two about just the one person in the “To” line.

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