We’ve covered quite a number of email tips and best practices on this blog–from crafting irresistible subject lines, all the way to using ready-to-send email templates. Now, we’re going to turn our attention toward optimizing email closing lines, since these are a key component of your emails that are often times treated only as an afterthought.
If subject lines influence whether recipients open your emails, closing lines determine whether your prospect acts on your CTA or not. That’s why how you conclude your email is as important as how you start it off. To get some concrete ideas on how to end your emails on a note that resonates with your prospects, we’re going to take a look at four (4) examples of email closing lines that actually helped win new customers.
Closing Line Tweaks That Boost Response Rates
First, let’s go over a few proven ways to tweak your B2B email closing lines. The reasoning behind these suggestions is sound, and actual results show they’re quite effective at boosting reply and response rates.
#1. Insert your recipient’s first name
You’ve probably tried using your recipients’ first name in your subject line and gotten some pretty decent open rates. Personalization works for closing lines, too, and can help boost your email’s response metrics.
That’s because, according to FMRI scans, people tend to feel more engaged toward messages that mention them by name. Email tracking software provider Yesware strengthens this finding with their own analysis. They find that emails are more likely to produce above-average reply rates if the copy mentions the recipient’s first name more than once.
#2. Point to a clear direction
In most B2B emails, CTAs form the email closing line. That’s why closings need to focus on a clear and specific action you want your readers to take.
It’s easy to chalk this up to common sense, but there’s actually some fairly solid evidence behind email response rates and closing line clarity. Data from WordStream shows that emails with a single CTA increase clicks 371%.
So, instead of using an open-ended question like “When would you be available for a call?”, close your emails with something more specific like “Can we hop on a 10-minute call this Friday at 10 a.m.?”. The latter gives your recipients a clear option and asks for a simple yes-or-no answer.
#3. Sign off with gratitude
In a typical workday, the average email recipient gets as many as 121 messages and spends up to 6.3 hours checking emails. That means you should really be grateful for the recipient to even open your email.
But signing off with “thank you” is more than good manners. It’s also an effective way to get a response. That’s what the team behind email scheduling app Boomerang concludes after analyzing email closing lines in over 350,000 email threads.
They report that emails which end with some variation of “thank you” tend to fetch response rates between 63% to 65% (almost 1.3 times better than emails signed off with “Best”).
Closing Lines that Close Deals
Now, let’s dissect four examples of effective email closing lines used in actual campaigns. These closings have a proven track record of turning prospects into customers (or kick-started that process), so they’re great sources of closing line ideas for your own email copies.
#1 The CUSP Closing (Clear, Uncluttered, Short, Personal)
This first closing line example comes from a cold email template written by Salesfolk founder Heather R. Morgan. The template lays claim to some pretty decent results: a response rate of 21% and a total of 16 new customers added.
To see why the closing line for this template works so well, we have to look at it in the context of the entire copy. The closing builds on the benefit mentioned in the preceding paragraph. It cuts right to the chase and points to the next step (although the closing could have suggested a specific date and time for the call). Plus, the closing line even throws in a bit of personalization for good measure. Check out this 40 B2B Sales Email Templates for Every Situation [Free PDF]!
#2 Closing with credibility
Creative strategist Jake Jorgovan knows a thing or two about emails that seal the deal. He shares a cold email template he uses that helped him win over $12,000 in consulting deals. What’s even more interesting is that the template also landed him some Fortune 500 clients. Part of his cold email’s success lies in its closing line:
This email closing has a lot going for it, but its most important feature is that it points the recipient to a relevant case study. This lets the sender build credibility by offering social proof, which is an effective way to improve not only response rates but conversions as well.
#3 Closing with a sense of urgency
Fahad Mohammed, CEO at Bay Street Brands, gives a perfect example on how to nudge prospects toward action with a strong email closing line. This is how he ends his sales emails, and this closing tactic produces a whopping 60% success rate:
Notice how the closing strongly emphasizes what the prospect stands to gain from making the decision right now. Of course, this approach works best when used on sales-qualified leads (i.e., prospects with an urgent need, fit, and authority) at the final stages of the purchase cycle.
#4 A closing line that leaves a lasting impression
If there’s one person to turn to for email copywriting inspiration, that would have to be Contentrific founder John Chen. With clients like Apple and Microsoft under his fold, it’s fair to say he’s probably doing something right with the way he closes his emails. In fact, one of his signature email closings (see below) yields an impressive 75% to 80% reply rate.
What makes this closing line so effective? It lets you (your company or solution) stand out, not only against the competition but also against the status quo. Oftentimes, when prospects are at the decision-making phase (when they’ve already gone through the business reasons for choosing your product or service), setting yourself apart can be the only thing you need to get prospects to sign the dotted line.
Email closing lines are as important as your subject or opening lines. So, use these ideas to come up with your own compelling closings. Test out different ways to end your emails, and make sure to revisit your strategy from time to time.