Crazy-busy people read their e-mail with their finger on the ‘delete’ key. Follow these guidelines to increase your e-mail prospecting success.

1. Eliminate Delete-Inducing Words

Get rid of all verbiage that activates the delete response. Here are some serious offenders: exciting, state-of-the-art, solution, partner, leading edge, passion, unique and one-stop shopping.

2. Keep Your Message Simple

Your e-mail needs to be less than 90 words. Use 2-sentence paragraphs so it can be scanned. Stick with common black fonts (no colors) and never include more than one link or attachment.

3. Align With Their Objectives

Research your prospect’s specific company, industry or position. Make sure your e-mail mentions an important business objective, strategic imperative, issue or challenge. Relevance is essential.

4. Focus on Immediate Priorities

Identify key business events that may be impact your prospect’s priorities and tie your message into that. Examples might be: relocations, mergers, management changes or new legislation.

5. Be an Invaluable Resource

Your product or service may be a commodity, but you’re not. In your e-mails, focus on the ideas, insights and information you can share that will be of value to your prospect in reaching their goals.

6. Craft Enticing Subject Lines

Your subject line determines if your message gets read. Avoid sales hype and focus on business issues such as: “Quick question re: outsourcing initiative” or “Reducing product launch time”.

7. Launch a Campaign

Do 8-12 touches (via e-mail and phone) over a 4-6 week time period, with each contact building off the previous one. Provide links to resources. Spotlight the value of changing from the status quo.

Your challenge? To quickly capture your prospect’s attention, pique their curiosity and prove your competence.

Visit Jill Konrath’s website, Snap Selling, for more free sales resources.