How is Your Email’s Elevator Pitch?
You’ve probably heard the request in one setting or another before: “Give me the elevator pitch." Whether you're an entrepreneur pitching a business idea, a job seeker in an interview or a salesperson cold calling a prospect, honing in on the must-have elements within the 30 seconds to two minutes you have to catch the person’s attention and get your point across is critical to achieving your goal.
In the email space, even 30 seconds is a lifetime. Recent research by Litmus shows that 51 percent of those opening an email spent less than two seconds with it. Of course, the majority of subscribers didn’t even open the email to begin with!
Let’s take a look at four ways to improve and focus your email’s elevator pitch to maximize your message’s chance of making a sale.
Rule No. 1: Make sure you’re pitching to the right person. With an email, the “pitch” starts well before you design the message. There’s no point in trying to sell your new technology or business idea to your teenage daughter. You know she’s not interested. You need an investor. Even better, you need investors who have money to spend and an interest in technology companies.
The same holds true for your email message. Think about which audience will be most receptive to your email message. Is there a way, even a simple one, to ensure your message goes to those who are most likely to buy?
Rule No. 2: Dress the part. If you’re interviewing for an office job, you dress for the role you're seeking. An email needs to fit the role it’s selling itself for, too. The “from” and subject lines are the key components here. While the from line tends to be predefined, the subject line lends itself to numerous approaches. But this is where the selling begins. Don’t underestimate the importance that “dressing” for the role plays. First impressions are lasting impressions.