Last night I had the opportunity to write a series of emails for a campaign for one of our clients. As I was writing, I realized that there are 10 new tips you need to be aware of as you craft your emails.
Whether you’re a sales rep writing prospecting emails, or a marketer writing lead generation campaigns, these tips apply. Because let’s face it, when an email arrives in the inbox, until your prospect opens it, they shouldn’t know what type of email it is.
- Keep the subject line short. Long subject lines tend to get skimmed over because subconsciously they imply a long email. Short subject lines are quick reads. If they feel relevant to your prospect, they’ll draw prospects into the email quickly.
- Exception to tip #1. If you know the person you’re emailing, then using the subject line like a chat will often get a quick reply.
- Keep the content brief – less than 99 words. If possible, use less than 50 words. The shorter your email, the more likely your contact will be to actually read it before making a delete decision.
- Include a call to action as your last sentence. Closing with “Let me know your thoughts” or “I look forward to your reply” alerts the prospect that this email isn’t merely informational, you’re expecting an answer.
- Follow up. If you haven’t heard from a sales prospect, follow up in three days. If you’re writing a marketing email campaign, consider inserting follow-up emails periodically to increase engagement.
- Include a grabber. Have a business issue or trigger event that you know is top of mind with your prospect and use it. Rather than talk about your product or solution, focus on the grabber.
- Turn the first paragraph into a mini-email. Mobile readers may only read the first paragraph of their emails. Write it in such a way that it conveys the most important information and makes your prospect want to keep reading. Include your grabber here. But a word of caution – you still have to keep the paragraph brief.
- Ask a relevant question. Another way to get a response is to ask a question that feels like you should reply. In a prospecting email it might be “Does Wednesday morning work for you?” In a lead generation email, it may be a question about the email topic, such as “Is this an issue you’re experiencing?”
- Give an agenda. When suggesting a meeting, tell prospects what you’re going to talk about. “Let’s discuss your lead generation strategy and what we’re seeing that’s working in your target markets.” This way you create interest – and maybe even excitement – in having a conversation.
- Be casual. Too often prospecting and lead generation emails sound stiff, and that implies boring conversations. Envision a real prospect and write as if you’re talking to him. Insert a friendly statement. Not, “I hope this finds you well.” Instead, “I’m looking forward to our conversation.”
These are the latest tips that we’re finding drive increased response rates and engagement as we create our clients’ campaigns. If you’re thirsting for more, download our free 27-page Email PowerProspecting ebook. I couldn’t cover them all here!