The words leave, the writings remain. Sales prospecting email has a huge advantage over telephone prospecting: it can Bhutan Email List forwarded. Better, it guarantees you a response from your prospect much more often. That’s not your situation? Let’s see why. The commercial prospecting email is one of the best levers to gain customers. No offense to some. I’ll go even further: detractors of sales prospecting email are usually frustrated. Frustrated people who do not use it properly and who do not generate results. If you are here, it is because you still believe in it. Are your sales prospecting emails not giving you the return you would like?

Let’s see why. You did not understand what a (good) commercial prospecting email is. Let’s start from the beginning. Broadly speaking, the commercial prospecting e-mail is defined by its destination. Its purpose is to help you get in touch with your prospect, to present your products or solutions to him, or to offer him an appointment. Well, that was before but we will come back to it! In a B2B context, the CNIL’s directives are clear: The provisions derogating from the principle of Opt-in are only applicable when the subject of the marketing e-mail is related to the profession of the recipient. In other words, you can send e-mails to prospects.

Send an email with permission in B2B

That is to say to contacts who know you or do not know you, as long as your commercial prospecting e-mails relate to his profession. For example, you can legally send a sales prospecting email that deals with digital marketing to a marketing manager you don’t know. No problem. The commercial prospecting e-mail or cold-emailing is therefore not dead yet. In theory. I mean in theory. Because yes, 69% of the recipients of a B2B commercial prospecting e-mail rely on the sender name and the subject to report it in SPAM. In other words, if you send a sales prospecting email to someone you don’t know at all, you have a good chance of being viewed as spam.


In the best case, your commercial prospecting e-mail will not be read. It is essential to understand that the commercial prospecting e-mail must above all allow you to feed the purchase reflection and to keep in contact with prospects who have already heard of you. Either way. This brings us to the next point. You send your prospecting e-mail without the recipient’s consent. A B2B decision-maker receives several dozen emails per day. Between meetings, client appointments, videoconferences, and files to manage, he barely has time to manage them all. In this context, your sales prospecting email is unlikely to be opened if the recipient does not understand why you landed in their mailbox.

Put yourself in the shoes of your recipient

Do you feel like responding to an email from someone you don’t know who absolutely wants to sell you something? For me, the answer is 99% no. By mixing these elements of context, you can imagine that the response rate you can expect is very low. In order for your prospect to respond to your e-mails when you are in a business prospecting process, it is essential to obtain their agreement to send your communications. You can get it by legitimate agreement during a meeting or when a prospect fills out a lead generation form. Your commercial prospecting email only sells. When I was in business development positions, I was not fortunate enough to have a marketing department that provided me with Leads.

So I had to manage all the stages of the hard commercial prospecting until the signing of the contracts. Prospecting by e-mail has been my daily life for years and my best lever for acquiring new customers. But I was far from suspecting that my sales performance could be much better by having a lead nurturing approach. In other words, by nourishing the buying thinking of my prospects with value. Rather than thinking about selling, your prospecting email should deliver value if you want a response. Create an emailing c send the right message to the right person at the right time. The role of the seller is too often reduced to selling.

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