Over the years after sending thousands of mail to the prospects (both b2b and b2c), I developed my own step by step guide to write perfect sales e mail. After following these steps my conversion rate from the e mail improved by 300% and my prospect to customer ratio became 2.5:1.
Always have an action oriented subject line: Many newcomers in the sales always make a mistake of putting a subject line that has zero relevance to the person's requirements or their needs or putting a subject line with huge claims which are too good to be true. I always make my subject line specific to what that the person is asking.
Always have a crisp signature line: I am always against the practice of putting big signature lines, company logo and images in the signature line as it will cramp the space. I always like to keep my signature line free of all the visual characters and only include my designation, direction extension, link to my linkedin profile, website address and link to company fb page.
Always keep the mail size small: While sending mail to the prospects always remember the maxim that simplicity is the ultimate sophistication. I always include the points, which my prospect is looking for and avoid huge paragraphs in the mail. Most of my prospecting mail is combination of paragraphs and bullet points.
Always change the subject and the content in the follow up emails: Many new sales professional always make a blunder of sending the same mail to the prospect thinking that he might have missed the previous mail and at the last end up flooding the prospect mail box with the same mail three to four times and finally losing a sale. Whenever I didn't received any reply from my prospect, I reply them with a follow up mail with a reference to the previous mail with date and solution to few more pain points.