The Center for Sales Strategy Blog

Did you know that the first email was sent way back in 1971?

That first “message” was a throwaway in terms of actual content. Engineer Ray Tomlinson, at the time, was exploring different ways for humans and computers to interact and sent himself a test email to see if his new idea worked.

Ray had little idea how powerful and enduring the concept of electronic mail would end up becoming.

Think about how much technological innovation has occurred in those 53 years since email’s invention. Despite the rise of social media, instant messaging, and other communication platforms, email continues to be a preferred and effective channel for sales professionals.

Email is a critical part of a prospecting strategy, as long as it’s used in the ways in which it’s intended for. HubSpot defines a prospecting email as an outreach email a salesperson sends to a potential customer to introduce themselves, their business, and how they can help their prospect.

Email prospecting is not for building relationships, communicating a strategy, sharing an idea, or conversation in general. Create your prospecting email the right way, integrate it into a sound prospecting plan, and then you can dramatically enhance the cold calling process by getting your first close—the appointment.