2 Reasons Why The Vast Majority Of Sales Emails Are NEVER Opened

by Paul Castain on August 19, 2017

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I have some good news and some bad news about your sales emails.

First, the good news.

The average open rate for sales emails is now about 21%.

How is that good?

It used to be 18%.

And now the bad news;

That still sucks!

Let’s look at two reasons why the vast majority of our emails are NEVER even opened!

Reason #1: We’re Losing Them At The Subject Line!

So how do you capture someone’s attention at the subject line?

First, make the subject line about the recipient and their world instead of about you, your company and your widget.

Next, entice them with the preview text.


Notice how the first sentence cuts off at just the right time? Coincidence? I think not!

The brain LOVES a good mystery and has a need to resolve things. That’s why you use the preview text to encourage the reader, to read your email.

How Many Characters Comprise The Preview Text?

It really depends on which email platform the recipient is using, if they’re viewing it on desktop or mobile device etc.

It can be anywhere from 35-140 characters.

My suggestion would be to plan for 140 characters so you’re covered across all bases.

Reason #2: We’re Conditioning The Recipient NOT To Read Our Messages:

We do this by sending the same bad message, repeatedly, because we don’t have an arsenal of email templates.

Meanwhile, a really bad stimulus/response thing happens;

They see your name in their inbox (stimulus)

They proceed to disregard and delete you, WITHOUT Ever Hearing You Out (response).

More like a Stimulus/LACK Of Response thing, right?

One of the things I teach my coaching clients, is how to vary the “flavor” of their emails.

Emails SHOULDN’T be the same over and over and over again and;

We need to stop clinging to the “I want to sell you something” vibe in EVERY email!

Some suggestions;

Send them a resource.

Send an idea.

Play matchmaker and introduce them to someone.

Invite them someplace.

Ask them a question.

Embed a video with you calling them by name.

Embed a video of you taking them “behind the scenes” at your company.

How Many DIFFERENT Emails Do You Have In Your Sales Email Arsenal?

I’m going to be sharing my file with 20 sales email templates (along with my 4 step messaging framework), this Thursday, August 24th, at 11:30 am EST.

Here are just a few of the emails we’ll discuss;

  • The 2 emails that generate a sick amount of appointments for me each week.
  • The one email (with 12 different variations) that reduces doubt, skepticism and objections.
  • The email that demonstrates your expertise.
  • The “Little Big Horn” email.
  • 2 emails you MUST send to your LinkedIn network.
  • The “Social Clue” email.
  • The “Disappearing Prospect” email.
  • An intro email (with 30 different variations).
  • The “Reverse Call To Action” email


Thursday, August 24th, at 11:30 am EST.

Can’t make it that day?

Sign up anyway and I’ll send you the webinar replay. View any time over the next 60 days.

Here’s what you’ll get;

(1) 90 minute webinar with over 50 ideas. 

  • Worksheets
  • Webinar Replay
  • My personal sales email folder with 20 templates!

How much?


Please click HERE or the button below to join us (and to get your email templates)

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