According to the latest marketing and sales report, over two-thirds (67%) of buyers want to be contacted by email, yet lead rates for email-only marketing campaigns are down 22% since 2022.
The State of Prospecting Report, from the sales engagement specialists at Sopro, analysed 20,000 sales emails to reveal the good, bad, and ugly to help inform your next email marketing campaign.
The good
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The top three types of words that have a positive impact on lead rate are prior contact (+28%), assurance (+19%), and empathy (+11%).
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Words that infer you’ve had prior contact imply you have researched them, know you can help them and are determined to make contact. This taps into reciprocity and curiosity.
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Words that provide assurance are strong performers, building trust, authority and credibility. They instantly reduce the uncertainty that may come from a cold approach.
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Empathy words demonstrate an understanding of the prospect’s needs, building rapport and trust. This makes the recipient feel valued and heard, helping to create a personal connection.
The bad
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The research highlighted comparison (-27%), results focus (-20%), and solutions (-17%) as three types of words that considerably negatively impact lead rate.
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Charging into an inbox, comparing your product to other existing solutions, and claiming to be better than them is a confrontational tactic. It will naturally foster scepticism, and these words can paint you as overly competitive and boastful.
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Results focus words sail close to business speak and jargon rather than natural conversations. Prospects might feel you are making promises you don’t yet know if you can deliver.
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Explaining your solution in the initial email can come across as presumptuous: people don’t want you to assume you can solve their problems before you’ve actually spoken to them and understood their unique situation.
The ugly
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The research found that buzzwords and jargon are the worst types of words to include in your marketing collateral.
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While these words have less of a negative impact than some mentioned previously, the buzzword value-added has the worst impact on lead rate, with an -89% negative impact.
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Overuse of buzzwords and jargon can make the message sound impersonal and clichéd. It may also alienate recipients unfamiliar with these terms, making the message less accessible and potentially confusing.
You can find the full research here.