5 Tips for Smarter Email Use By Sales Pros

Dmitri Leonov

1. Don’t let email control you
The inherent instant gratification of clearing your inbox provides a brief feeling of accomplishment, but it’s really not productive. Using email is just one part of work. Determine how much time you want to spend in your inbox on a given day and don’t exceed it. When you first open your inbox in the morning, star/flag emails that must be dealt with today, but make sure to focus on your top leads and work priorities first before diving into your Inbox. 

Dedicate 30-minute blocks every two hours to staying on top of email.  If you need more time, make it 45-minute blocks, but it’s critical to not let your inbox control you.

2. Prioritize, prioritize, prioritize
When you do make it to your inbox, it’s key to remember that not all emails are created equal. Most email clients give each email the same amount of real estate on the screen.  Flags, stars and other prioritization signals help, but it’s hard for our brain to discriminate. This creates a tendency to give each email the same amount of attention upfront. In reality not all emails are created equal. Some need to be read and responded to right away (these are your top leads and opportunities). Some can wait until you’re done with important priorities (smaller or low probability deals). Others should be archived or deleted in bulk.

This means that some emails will never be responded to, and that’s OK in the world of limited time and resources.  Start with your top opportunities, and make sure you dedicate enough time to them. Even if you don’t get to the smaller stuff, you’ll feel great that you went after your top leads and gave them your best.

3. Create a system
Folders are vital to the success of any email processor, but it’s a losing situation if they aren’t utilized correctly. Make sure each folder has a distinct purpose and has a relevant title. If you aren’t using a folder delete it. 

Filters are just as critical. You can create manual filters in Gmail or Outlook, or use automatic intelligent tools like SaneBox.com, which automatically filter out unimportant emails. (SaneBox also integrates with Salesforce.com, and makes sure your Salesforce leads and contacts are treated as top priority in your Inbox).

4. Be Decisive
When checking your email, decide what to do with each email immediately:

  • Respond if it’s absolutely necessary or takes less than two minutes
  • Delete it
  • Archive it
  • Defer it and respond later
  • Develop a plan of action from the email

This approach is called Inbox Zero, and has become a popular email management method. It prevents looking at the same email twice, which is one of the greatest time wasters (and something we are all guilty of)!

5. Use email tools
While everyone complains about email overload, few realize there are a number of excellent tools to make things better. Some of my favorites are:

Rapportive – shows you everything about your contact right inside your Inbox

Awayfind– sends you SMS notifications when you get an email from important senders, so you don’t have to keep checking your Inbox

ToutApp – offers templates and helps you track open rates on emails you send

SaneBox– filters out and summarizes unimportant emails. It has lots of other tools, such as reminders when an email you sent was not replied to by a certain time (perfect for following up on sales emails).

Dmitri Leonov is Vice President of Growth at Sanebox, a provider of an email overload solution.