Rarely do entrepreneurs realize the power of a beautifully and effectively written email. Most people struggle at effective writing; they see email writing as a formality. However, an email is more than that! It is a medium with multiple possibilities, which you can use to reach out, make a great first impression and subsequent ones, sell something, build a bridge for further relationships, and not just use it to inform people about something.
Keep in Mind the Purpose
Before writing the email, brainstorm the purpose behind writing the email. Is the purpose of the email to introduce yourself and your services or the client is already familiar with you? Are you introducing a new product or service or an add-on to an existing one? Or are you announcing a change in the terms of service? Or do you want their opinion on something? Whatever is the purpose, keep it in mind when writing the email and clarify it in the very start of the email.
Connect this Purpose with the Call to Action
With the exception of informational emails, all other types of emails need a call to action trigger: a link or a button to make the recipient visit a website, subscribe to a newsletter, take part in an opinion poll, send a reply, etc. Don’t place this call to action tab or link at the bottom. Clarify your purpose briefly, then place a call to action tab or link, then continue with the rest of the details.
Keep it Short
Keep the message short and crisp. People have shorter attention span online. The longer the email is, the likelier the audiences are to abandon reading them in the mid. 250 words are more than enough, and you can place the rest of the detail on the website, or send a follow-up email.
Increase Readability
Replace paragraphs with bullets, graphics and links. However, resist the desire to over stuff emails with graphics, as they tend to make emails look clattery and heavier in size. Heavier emails also tend to take more time to get loaded.
Keep the Tone Personal
Email is a personal medium, so emails that sound cold and generalized are bound to turn people off. So infuse your emails with a bit of personality. Don’t start off with a ‘Dear Madam or Sir’, address the customer with the first name. Write something like:
‘Hi Jill, How are you today? I am writing to you because…’
Craft the email keeping in mind the impression that you want your business to have on people.
Make the Heading Interesting and Attention Grabbing
Put some thought into crafting the headline of your business. It shouldn’t contain just the salutation but also the purpose of writing the email as well the reason of why it should get opened in the first place, marked, acted upon and replied to. Here are two examples:
Subject line 1: Salutations from Design Chick!
Subject line 2: Salutations from Design Chick and 3 Sensational Offers!
Which subject line is more likely to get your attention? You get my point.
Writing a good business email is an opportunity to reach out to a prospective client and make a great impression, they are like making a cold call to an existing or new client. Writing fabulous emails doesn’t require excellent writing skills, it requires good sense. It’s not rocket science, so keep it simple and personal. Your words can make and break your business. Change your language and words and change your perspective. Luci McMonagle can help you use words and language as an affirmative business tool.